ADVERTISING
Google Merchant Center: a guide to the product feed and the most common errors
Google Merchant Center is the account where you upload the catalogue that powers Shopping ads, Performance Max and free listings. It works if three…
- WHAT IT'S JUDGED ON
- What a lead costs and what a sale costs
- EVERY WEEK
- New search terms to exclude, ads to rewrite, budget to move
- THE BUDGET
- It's yours and it sits in your account. We work inside it
IN SHORT
We manage Google Ads campaigns by watching one thing above all, how much comes back for every euro spent. Search, Shopping, Display, YouTube, Performance Max and remarketing, with keywords chosen by intent and the budget kept under control. You see everything we see, down to the last cent.
What happens behind an ad
EVERY GOOGLE SEARCH IS AN AUCTION
ONE SEARCH, ONE AUCTION
Every time someone searches, Google lines up the bid and the quality of the ad. The first you can raise with more budget. The second you work on, and that is where you win space while paying less.
ACompetitor A
BCompetitor B
YouYou
CCompetitor C
DCompetitor D
ECompetitor E
01
Quality Score
Ad, keyword and landing page all saying the same thing.
02
Match types
Which searches you let in and which you exclude, every week.
03
Real conversions
Tracked calls and quote requests, not clicks.
What’s included
WHAT WE DO,
IN PRACTICE
01
Ads for people already looking for you
Search campaigns reach the people searching for your products or services directly. Keywords chosen by intent, ads consistent with the landing page, bids managed by hand where needed.
02
Performance Max and AI Max, kept in line
They're Google's automated formats. We set up assets, audience signals and exclusions so the algorithm works towards your goals.
03
Bringing back people who've already visited
People who have visited the site or already bought from you are the audience that converts best. Lists split by stage, a different message for each one and the right frequency, so you don't become pushy.
04
Shopping and product catalogue
For e-commerce, a clean product catalogue (the feed) and Shopping campaigns that take margins and seasonality into account.
05
YouTube and display
Video and banners where search alone isn't enough, to get you known by people who aren't looking for you yet.
06
Every lead counted properly
Conversions tracked correctly, the real value of each lead, reports we go through together. If it can't be measured, we don't switch it on.
Launching a few ads is the easy part
In pay per click, what you don’t know costs you. Our specialists follow the campaigns every day: they look at what people are searching for, which terms to exclude, which landing pages convert and what competitors are doing. It’s ongoing maintenance, and you see it in the cost per lead.
We cover the whole Google ecosystem, from Search to Shopping, Display, YouTube, Performance Max and remarketing. When it makes sense we also take campaigns to Amazon and Bing. The goal, though, is always the same: return on investment. That’s why every proposal starts from how your audience buys and what happens after the click.
What we do for your company
- Choosing the channels: we work out where your audience searches and decides, and put the budget there.
- Well-organised campaigns: keywords chosen by intent, a clean structure, ads consistent with the landing page.
- Bidding strategies: automated bidding where there’s enough data, manual control where caution and margin are needed.
- Copy: ads and landing pages written to get the reader to take one specific action.
- Ongoing analysis: creative, audiences and budget reviewed every week to improve return on ad spend (ROAS).
Who trusts us with their campaigns
We work on calls or at our office. Our campaigns are entrusted to us by B2B companies (selling to other businesses) with long buying cycles, e-commerce shops with very marked seasons, consumer brands and event organisers. Among the clients we look after in advertising are Tebis, sedApta, CSA Box Doccia, Equilibra and ASO Facile. You’ll find some of them in the projects below.
How we work
FROM THE FIRST CALL TO THE FIRST LEAD
STEP 01 OF 05
01
We look at what's already there
If the account exists, we start from there. History, badly tracked conversions, campaigns left running since 2022. The first saving almost always comes from switching something off.
02
We fix the measurement
Before adding a single euro of budget, the conversions have to be real. Calls, quote requests, baskets. Otherwise you're optimising on numbers that mean nothing.
03
We build the campaigns
Search for people already looking, Performance Max where the catalogue justifies it, YouTube and display to stay memorable. One at a time, without switching everything on the first day.
04
We keep them tight
Search terms to exclude, ads to rewrite, landing pages to fix. It's manual work, every week, and you can tell straight away when nobody's doing it.
05
We expand where it pays
When a group of campaigns brings leads at a sustainable cost, that's where we push. The others stay small or get switched off.
What you get
THE STRUCTURE, THE ADS AND THE COST DASHBOARD
WHAT WE WORK WITH
Google AdsMicrosoft AdvertisingMerchant CenterGA4Google Tag ManagerGoogle AdsMicrosoft AdvertisingMerchant CenterGA4Google Tag ManagerGoogle AdsMicrosoft AdvertisingMerchant CenterGA4Google Tag ManagerGoogle AdsMicrosoft AdvertisingMerchant CenterGA4Google Tag ManagerGoogle AdsMicrosoft AdvertisingMerchant CenterGA4Google Tag ManagerGoogle AdsMicrosoft AdvertisingMerchant CenterGA4Google Tag ManagerGoogle AdsMicrosoft AdvertisingMerchant CenterGA4Google Tag ManagerGoogle AdsMicrosoft AdvertisingMerchant CenterGA4Google Tag Manager
Looker StudioConsent Mode v2Enhanced conversionsProduct feedsLooker StudioConsent Mode v2Enhanced conversionsProduct feedsLooker StudioConsent Mode v2Enhanced conversionsProduct feedsLooker StudioConsent Mode v2Enhanced conversionsProduct feedsLooker StudioConsent Mode v2Enhanced conversionsProduct feedsLooker StudioConsent Mode v2Enhanced conversionsProduct feedsLooker StudioConsent Mode v2Enhanced conversionsProduct feedsLooker StudioConsent Mode v2Enhanced conversionsProduct feeds
Inside this service
THE SPECIALTIES,
ONE BY ONE
We did it for
THE PROJECTS WHERE
WE DID IT
Running events
RUNNING AND EVENTS
Base Running Team
31,000participants in Base Running races in 2026
Read the case study
Industrial software
B2B & MANUFACTURING
Elisa Industriq Italy · sedApta
58technical articles published on elisaindustriq.it in 2026
Read the case study
Shower enclosures
B2B & MANUFACTURING
CSA Box Doccia
10communication fronts we handle for CSA
Read the case studyBetter said up front
WHEN WE ADVISE AGAINST GOOGLE ADS
NO
The budget is under a thousand euros a month
Below a certain threshold there isn't enough data to decide anything, and management eats into the investment. Better to concentrate everything on a single channel, or wait.
NO
The landing page can't cope
Sending traffic to a slow or confusing page is like filling a leaky bucket. Fix the page first, then switch on.
NO
You don't know what a lead is worth
Without knowing what a customer is worth, any cost per lead is just an opinion. It's the first thing we work out together.
The questions we get asked
THE QUESTIONS WE GET ASKED MOST
How does Google Ads work?
When someone searches for a keyword, Google auctions the ad space. The winner is whoever combines the highest bid with the best quality of ad and landing page. You only pay when someone clicks, which is why it's called pay per click (PPC). You decide the budget.
What's the difference between SEO and Google Ads?
Google Ads brings visits straight away, for a fee, and stops when you stop paying. SEO brings free visits and needs months to grow. We often use them together: campaigns cover the important searches while organic traffic is being built.
How much does a Google Ads campaign cost?
Cost per click varies a lot from one industry to another, from just over a euro in hospitality to seven to ten euros in fields such as legal services. The management fee comes on top of the advertising budget. On the first call we give you a realistic estimate for your industry, without promising guaranteed results.
Is pay per click worth it?
It's worth it when people search for what you sell, the landing page converts and the margin can absorb the cost of acquiring a customer. Under those conditions PPC is one of the most controllable channels there is: you pay for clicks, measure everything and adjust as you go. If those conditions aren't there, it's better to start with something else, and we'll tell you.
Can I manage the campaigns myself?
You can, and understanding the basics helps you read the results anyway. What makes the difference is the time spent every week, experience across dozens of accounts and the tools to avoid wasting budget at the start. If you'd rather stay independent, we'll work alongside you and train you.
What sets you apart from other PPC agencies?
We look at the metrics that matter and show you all the numbers. We set realistic goals together based on the available budget, we work on Google, Amazon and Bing and, when needed, we connect campaigns to SEO, automation and content. Our clients usually see leads and sales grow within the first three months.
We’ve written about it
WHAT WE’VE WRITTEN ABOUT IT
STRATEGY & DATA
GA4 for SMEs: the reports you actually need (and how to read them)
An SME needs just six GA4 views: traffic acquisition, key events, landing pages, a funnel exploration, the monetisation reports if it sells online,…
STRATEGY & DATA
Google Tag Manager: how to set up conversion tracking
Google Tag Manager is Google's free tool for managing your website's measurement codes in a single container: GA4, Google Ads, Meta and the others.…
GIVE US ACCESS TO THE ACCOUNT
AND LET'S LOOK AT THE NUMBERS TOGETHER
In half an hour it's almost always clear where the wasted money is going. Then you decide whether to carry on with us.