Google Ads, We Don’t Pocket the Difference

Google Ads can place your business in front of people who are actively searching for the products or services you provide. When campaigns are properly planned and managed, they can generate relevant website traffic, enquiries and sales while giving you clear data about performance.

Although businesses can manage their own campaigns, achieving consistent results requires more than choosing a few keywords and setting a daily budget. Drawing on our experience managing Google Ads in Doncaster, we explain what effective campaign management involves and why you should always understand where your advertising budget is going

What does Google Ads management involve?

An effective Google Ads campaign requires ongoing research, monitoring and improvement. Before launching, you need to determine which searches are relevant, how much competition exists and which campaign type best supports your objectives.

Your agency should also consider:

• Which keywords and audiences should be targeted

• Which searches should be excluded

• How advertising budgets should be allocated

• Which messages and calls to action are most effective

• When and where advertisements should appear

• Which landing pages should receive the traffic

• How enquiries, sales and other valuable actions will be measured

Campaign performance should then be reviewed regularly. Search behaviour, competitors and costs can change, so advertisements, targeting and budgets may need to be adjusted over time.

 What should you expect from a Google Ads agency?

When choosing an agency, look beyond the amount it proposes spending. You should understand how the campaign will be managed, what the agency will charge and how performance will be reported.

A trustworthy agency should be able to explain its recommendations in straightforward terms. It should also distinguish clearly between the money paid to Google for advertising and the separate fee charged for managing and improving your campaigns.

Where possible, your business should retain appropriate ownership and access to its Google Ads account. This allows you to review campaign activity and understand how your advertising budget has been used.

What happens to Google Ads unspent budget?

A campaign may not always spend its full planned budget. Search demand could be lower than expected, targeting may be deliberately restricted or the campaign may be adjusted because the available traffic is not producing worthwhile results.

Unspent advertising budget should not simply disappear into an agency’s management fee. If you pay Google directly through your own advertising account, you can see the actual media spend and distinguish it from the amount charged by your agency.

Your agency should explain why the full budget was not used and recommend what should happen next. Depending on campaign performance, it may be sensible to retain the budget, redistribute it across other campaigns or adjust the targeting before increasing expenditure.

Before appointing a Google Ads agency, ask:

• Will we own and have access to the advertising account?

• Will Google charge us directly for advertising spend?

• What is included within the campaign-management fee?

• Are there any setup or additional costs?

• How will unspent advertising budget be handled?

• Can we change the budget if our priorities change?

• How will conversions and return on investment be measured?

• How frequently will campaign performance be reported?

Clear campaigns and transparent costs

Google Ads management should give you a clear understanding of how your campaigns are performing and where your money is being spent. Advertising expenditure, management fees and any additional costs should be explained from the beginning, with recommendations based on results rather than the need to exhaust a budget.

If you need support with Google Ads, Doncaster-based Moirae can research, create and manage campaigns around your objectives while providing transparent reporting on expenditure and performance..