ACQUISITION

Google Ads Management

We build and manage Google Ads campaigns around search intent, the business offer and the commercial action the campaign needs to generate.

Google Ads

Google advertisingGoogle campaignsGoogle Ads setup

EUR 50 / hour

Request a Google Ads estimate

Complementary products

Google Ads Audit Landing Page Development Tracking & Analytics Implementation Conversion Rate Optimization (CRO)Google Business Profile Management Local SEO SEO Services

Google Ads Management builds and manages paid acquisition.

Google Ads Audit evaluates an existing account or campaign structure where the objective is diagnosis rather than ongoing management.

01PRODUCT READER

First screen

We do not start with:

“How do we get more clicks?”

We start with:

“What is the customer searching for, what offer do we show, and what should happen after the click?”

The campaign, destination page and measurement need to work as one commercial journey.

The media budget used to serve ads is separate from the time required for setup and management.

CTA support text:

Tell us what you want to sell, where you want to reach customers and what action the campaigns need to generate. We review the setup and estimate the work required.

02PRODUCT READER

What problem does it solve?

Google Ads can generate traffic shortly after a campaign is launched.

But traffic alone is not enough.

Problems appear when:

campaigns attract searches unrelated to the offer;

keywords are too broad;

different intents are mixed together;

every service sits inside one campaign;

ads do not match the search;

traffic is sent to Home by default;

the landing page does not continue the ad message;

conversions are not measured;

UTM parameters are missing or inconsistent;

traffic cannot be reconciled properly across channels;

campaigns optimize clicks instead of business outcomes;

irrelevant search terms consume budget;

ecommerce campaigns depend on a weak catalogue;

it is unclear which campaign generates leads or orders;

budget is distributed without commercial priorities.

Google Ads needs to connect:

intent -> ad -> landing page -> tracking -> conversion -> optimization

03PRODUCT READER

What does the product do?

Google Ads Management may include:

objective analysis;

commercial-intent analysis;

search-demand research;

account architecture;

campaign structure;

ad-group structure;

keywords;

negative keywords;

ads;

assets;

audiences where relevant;

geographic targeting;

budgets;

bidding configuration;

landing pages;

conversions;

auto-tagging;

UTM parameters;

ValueTrack;

Shopping;

Performance Max;

remarketing;

monitoring;

ongoing optimization;

reporting and conclusions.

Not every business needs every campaign type.

04PRODUCT READER

What you receive

Depending on the project, the service may include:

business analysis;

commercial-objective definition;

offer analysis;

website review;

landing-page review;

intent analysis;

account structure;

campaign creation;

Search campaign structure;

keyword research;

negative keywords;

ad copy;

assets;

geographic setup;

ad scheduling where relevant;

device and other relevant settings;

Shopping Ads;

Performance Max;

remarketing;

conversion validation;

campaign-to-landing-page alignment;

naming convention;

coherent UTM taxonomy;

auto-tagging / GCLID validation;

Final URL suffix where relevant;

ValueTrack and custom parameters where useful;

URL-parameter and landing-page propagation testing;

search-term monitoring;

exclusions;

budget adjustments;

campaign optimization;

result analysis;

landing-page recommendations;

reporting;

prioritization of next actions.

The final configuration depends on the business and objective.

05PRODUCT READER

How we work

1. Understand the objective

We define what advertising needs to produce.

2. Analyse the offer

We understand what is being sold and why the customer might choose it.

3. Analyse intent

We identify relevant searches, products and audiences.

4. Choose the configuration

We define which campaign types fit the objective.

5. Build the structure

Campaigns, groups, keywords, negatives, ads, assets and settings.

6. Define campaign tracking

We establish:

naming convention;

UTM taxonomy;

auto-tagging;

ValueTrack;

Final URL suffix where required;

relevant conversions.

7. Validate the landing page

We make sure the destination continues the intent and preserves required parameters correctly.

8. Validate measurement

We confirm which conversions are being measured and whether the data can be used.

9. Launch

We activate campaigns after the required checks.

10. Analyse

We review search terms, costs, conversions and other relevant signals.

11. Optimize

We adjust the setup based on data and commercial objectives.

47. How much does Google Ads Management cost?

EUR 50 / hour

The service cost depends on:

number of campaigns;

number of products or services;

Search;

Shopping;

Performance Max;

remarketing;

number of markets;

geographic complexity;

catalogue;

tracking complexity;

number of landing pages;

optimization frequency;

analysis;

reporting.

Media budget is separate from the service fee.

Once the configuration is defined, we estimate the required hours.

48. Google Ads Management as an individual product or together with other components

Google Ads Management is a Component within Acquisition.

It can be purchased independently.

It may also work together with:

Landing Page Development;

Tracking & Analytics Implementation;

Conversion Rate Optimization;

Google Business Profile Management;

Local SEO;

SEO Services.

These products are not automatically included.

We use them only where the campaign requires additional scope.

49. How long does it take?

Initial setup has a different scope from ongoing management.

The engagement may include:

analysis;

setup;

validation;

launch;

recurring optimization.

There is no universal timeframe for commercial results.

Management duration should be determined by:

objective;

available data;

volume;

budget;

seasonality;

business context.

50. What we need from you

To begin, it helps to have:

website;

products or services to promote;

objective;

geographic market;

available media budget;

prices or commercial value;

existing landing pages;

Google Ads account where one exists;

account access;

existing tracking;

conversions currently measured;

historical data where available;

ecommerce catalogue where relevant;

information about lead quality;

commercial restrictions;

seasonality;

previous campaigns;

existing UTM conventions where the business already uses a cross-channel taxonomy.

You do not need to arrive with a keyword list, UTM taxonomy or campaign structure.

These are part of the product.

51. Frequently asked questions

How much does Google Ads management cost?

The service costs EUR 50 / hour.

The amount of work depends on campaign configuration and management frequency.

Is the advertising budget included?

No.

Media spend is separate from the Unified Systems service fee.

Can you create the Google Ads account?

We can configure the account and campaigns where needed.

The business should retain control of the account.

Do you manage Google Search Ads?

Yes.

Search is one of the central campaign types within the product.

Do you manage Shopping Ads?

Yes, for ecommerce projects where catalogue and infrastructure are appropriate.

Do you manage Performance Max?

Yes, where the configuration and objective justify it.

Do you manage remarketing?

Yes, where there is a commercial reason, eligible audiences and the required technical setup.

Do you do keyword research?

Yes.

Keyword research and intent analysis are part of Search campaign setup.

Do you use negative keywords?

Yes.

They are an important part of controlling irrelevant search traffic.

Do you write the ads?

Yes.

The ad copy required for campaign setup is included.

Do you configure UTM parameters?

Yes.

We define a coherent UTM convention and implement it where required for attribution and reporting.

Do you use auto-tagging?

Yes, where the Google Ads and measurement configuration supports it.

UTM parameters are used as a complement, not as the default replacement for auto-tagging.

Do you use ValueTrack?

Yes, where dynamic information about campaign, ad group, ad, keyword, device or network is useful.

Do you test tracking URLs?

Yes.

We validate that the landing page works and that required parameters reach the destination correctly.

Do you create the landing page?

Not automatically.

Where a new landing page is required, we use the separate Landing Page Development product.

Do you configure tracking?

We validate the measurement required for campaign management.

Where broader implementation is required, we use the separate Tracking & Analytics Implementation product.

Do you guarantee leads?

No.

Do you guarantee cost per lead?

No.

Do you guarantee ROAS?

No.

Can I stop the campaigns?

Yes.

The business retains control of the account and media budget.

Can you take over an existing account?

Yes.

We can review the existing setup and continue active management if that is the approved direction.

What if I only want the account reviewed?

The appropriate product is Google Ads Audit.

52. Complementary components

We show components that may support campaign performance, not services automatically included.

Landing Page Development

Builds a dedicated destination where the existing page does not match campaign intent well enough.

Tracking & Analytics Implementation

Builds measurement where conversions, UTM attribution and funnel performance cannot be evaluated correctly with the existing setup.

Conversion Rate Optimization

Improves the post-click experience where the data indicates friction in the funnel.

Google Business Profile Management

Supports the business’s local Google presence separately from advertising.

Local SEO

Develops geographic organic visibility alongside paid acquisition.

SEO Services

Develops organic visibility for relevant search intents over the longer term.

53. FINAL CTA

Tell us what you want to sell through Google Ads.

We analyse intent, offer, destination page and measurement and build the campaign configuration around the commercial objective.

CTA:

Request a Google Ads estimate

Destination

WhatsApp.

Pre-filled WhatsApp message

Hi! I’d like an estimate for Google Ads. The website is:

[link]

I want to promote:

[product / service / category]

The geographic area where I want to run ads is:

[Romania / city / region / another market]

Approximate media budget:

[amount / not defined yet]

06PRODUCT READER

What we do not do / What we do not promise

44. What we do not do

Google Ads Management does not mean:

traffic at any cost;

clicks without intent;

launching campaigns without defined conversions;

campaigns without coherent UTM or attribution conventions where they are required;

adding keywords purely for volume;

automatically enabling Performance Max;

remarketing without justification;

putting every service into one campaign;

daily changes with no reason;

ignoring the landing page;

reporting only vanity metrics.

The objective is relevant, measurable acquisition.

45. What we do not promise

We do not automatically promise:

position #1 in ads;

the lowest CPC;

a specific number of leads;

a specific cost per lead;

guaranteed ROAS;

profit;

sales;

search volume;

results within a fixed timeframe.

Campaigns operate within a market and auction environment we do not fully control.

We can control the quality of:

structure;

intent;

message;

setup;

measurement;

tracking;

optimization.

07PRODUCT READER

Google Search Ads

Google Search Ads is relevant where people actively search for a need that matches the business offer.

Examples:

website development

dog grooming pipera

veterinarian sector 1

inventory management software

plumber bucharest

The advantage of Search is not simply appearing on Google.

The advantage is the ability to work with intent expressed through search.

08PRODUCT READER

Keyword research for Google Ads

Advertising keyword research needs to identify:

commercial searches;

relevant searches;

real language variations;

brand terms;

services;

products;

locations;

intents that should be excluded.

We do not choose keywords only because they have volume.

A high-volume keyword with the wrong intent can spend budget very efficiently while producing very little commercial value.

09PRODUCT READER

A keyword is not a customer

Someone using a certain word does not automatically mean they want to buy.

We need to understand the intent behind the search.

For example, a query may be:

educational;

comparative;

commercial;

navigational;

price-led;

location-led;

problem-led.

The campaign needs to distinguish between them.

10PRODUCT READER

Negative keywords

Negative keywords are an important Search control mechanism.

They can reduce exposure for searches that:

are irrelevant;

describe something the business does not offer;

look for free solutions;

look for jobs;

look for tutorials;

target the wrong location;

have incompatible intent.

The list is not configured once and then ignored.

Real search terms may generate new exclusions over time.

11PRODUCT READER

Campaign structure

Campaign structure needs to reflect real differences.

We may separate campaigns by:

product;

service;

intent;

location;

market;

objective;

category;

other meaningful commercial differences.

We do not create dozens of campaigns merely to make the structure look sophisticated.

But we also avoid mixing fundamentally different intents into one campaign without control.

12PRODUCT READER

The ad needs to continue the search intent and explain the offer clearly enough.

We work on:

headlines;

descriptions;

message;

real differentiators;

CTAs;

relationship with the keyword;

relationship with the landing page.

We do not use claims the business cannot support.

13PRODUCT READER

Assets

Assets can extend the ad with additional useful information or destinations.

They may support:

services;

categories;

pricing where appropriate;

actions;

benefits;

relevant pages.

We use them to clarify the offer.

Not to turn the ad into an unstructured collection of elements.

14PRODUCT READER

Landing page

The campaign does not end at the click.

The destination page needs to continue the intent of the ad.

The principle is:

search -> ad -> landing page -> CTA

If the ad says:

Shopify Store Development

and the click lands on a generic page describing every digital service offered by the business, the user has to search again for the answer we just paid to bring them toward.

The landing page should reduce that friction.

15PRODUCT READER

Home is not automatically a landing page

Home may be appropriate for some branded campaigns.

But it is not the default destination for every campaign.

For specific intent, we may use:

product page;

service page;

relevant category;

dedicated landing page;

depending on the situation.

The destination should be selected based on intent.

16PRODUCT READER

Conversion

Before optimization, we define the result the campaign needs to generate.

A conversion may be:

lead;

form submission;

phone call;

WhatsApp;

appointment;

booking;

order;

purchase;

another real commercial action.

A click is not automatically a conversion.

A visit is not automatically a conversion.

17PRODUCT READER

Tracking, UTM parameters and click attribution

Campaign tracking does not mean only installing a conversion tag.

We need to be able to answer questions such as:

which channel brought the user;

which campaign;

which ad group;

which ad;

which keyword or target;

which device;

what the user did after the click.

Auto-tagging and GCLID

Where the setup supports it, we keep auto-tagging enabled for Google Ads.

Google Ads can append GCLID automatically to the click so compatible Google measurement systems can associate the visit with campaign information and conversions.

UTM parameters do not replace this in our architecture.

They complement it.

UTM taxonomy

Where we need coherent cross-channel attribution, we define a controlled convention.

The baseline may include:

utm_source=google

utm_medium=cpc

utm_campaign=

utm_content=

utm_term=

Exact values are defined so they can be interpreted consistently across:

analytics;

internal reporting;

BI;

CRM where relevant;

other systems that preserve landing URLs or campaign parameters.

We do not build UTM parameters differently every time based on preference.

Naming convention

Campaign names and UTM values should still make sense months later.

The taxonomy may include, in a controlled way:

channel;

country;

product;

objective;

audience or intent;

period only where useful.

We do not put every possible piece of information inside one utm_campaign.

The structure needs to remain usable.

ValueTrack

Where useful, ValueTrack can dynamically pass campaign information such as:

campaign ID;

ad group ID;

creative;

keyword;

match type;

device;

network;

other supported values.

This allows the tracking structure to carry dynamic information without manually creating a separate URL for every ad.

Final URL suffix

Parameters that need to be appended to destination URLs can be managed through Final URL suffix where that is the appropriate implementation.

We use it when it fits the tracking architecture.

Tracking templates

Tracking templates are used only where there is a clear technical need.

We do not create unnecessary redirect chains just to make tracking look more advanced.

Parameter testing

Before launch, we validate:

Final URL;

UTM parameters;

GCLID;

ValueTrack;

redirects;

landing page;

query-parameter preservation;

conversion flow;

downstream systems where relevant.

A UTM parameter that exists in campaign settings but disappears after a redirect or checkout is not functional attribution.

18PRODUCT READER

We do not optimize for low-value events

A campaign may look successful if the system treats the following as conversions:

any click;

any page view;

an interaction with little commercial value.

We therefore need to distinguish clearly between:

the event that represents a real business outcome

and:

an intermediate event in the journey.

Measurement should support decisions, not just reporting.

19PRODUCT READER

Media budget

The Google Ads media budget is the amount used by the platform to serve advertising.

It is separate from:

campaign setup;

management;

analysis;

optimization performed by Unified Systems.

Budget size should be evaluated against:

objective;

market;

demand;

competition;

number of services;

geographic reach.

We do not choose a budget only because the platform recommends a number.

20PRODUCT READER

Small-budget campaigns

A small budget can be enough for:

a small geographic area;

one precise intent;

one service;

an initial validation.

But a small budget fragmented across:

many services;

many cities;

many campaigns;

many objectives

may reduce the ability to gather useful information.

Prioritization matters.

21PRODUCT READER

Google Shopping Ads

Shopping Ads may be relevant for ecommerce where there are:

products;

correct data;

images;

prices;

availability;

the required commerce setup.

Campaign quality depends on catalogue quality.

A product with incorrect data does not become better because it is advertised.

22PRODUCT READER

Ecommerce catalogue

For ecommerce, we review the relationship between:

product;

title;

image;

price;

availability;

category;

landing page;

tracking.

The catalogue is an operational part of the campaign.

We do not treat the feed as an isolated technical file disconnected from the store.

23PRODUCT READER

Performance Max

Performance Max may be used where it fits the objective, available data and business configuration.

We do not activate it simply because the campaign type exists.

Before using it, we need to understand:

the result we want;

available assets;

available data;

catalogue quality where ecommerce is involved;

measured conversions;

other campaigns already running.

Automation does not remove the need for strategy and measurement.

24PRODUCT READER

Google remarketing

Remarketing can work with users who have already interacted with the business, subject to technical setup, consent and platform rules.

It may be appropriate where there is:

sufficient traffic;

relevant audiences;

a longer decision process;

products or services requiring multiple interactions.

We do not assume every visitor should automatically be followed with ads.

25PRODUCT READER

Audiences

Audiences can complement intent or automation in some campaign types.

But for Search, we do not replace intent logic with vague assumptions about the audience.

We use relevant data and configuration where they genuinely help the campaign.

We do not build a persona and assume the platform will automatically find the perfect customer.

26PRODUCT READER

Geography

Geographic targeting needs to reflect where the business:

sells;

delivers;

provides the service;

can actually serve customers.

We do not advertise nationally when the business can only serve locally.

And we do not fragment geography unnecessarily where the business genuinely operates nationally.

27PRODUCT READER

Ad scheduling

For some businesses, the time ads run may matter.

But we do not automatically stop campaigns outside business hours.

A user may search:

in the evening;

at night;

during weekends;

and submit a form for the next day.

Scheduling decisions should reflect the actual conversion process.

28PRODUCT READER

Google Ads for services

For service businesses, campaigns may work around intent related to:

the service;

the problem;

location;

urgency;

relevant characteristics.

The landing page should explain:

the service;

offer;

process;

price where available;

next step.

The ad cannot compensate for a page where the customer cannot understand what they are buying.

29PRODUCT READER

Google Ads for ecommerce

For ecommerce, we may combine where appropriate:

Search;

Shopping;

Performance Max;

remarketing.

But performance depends on:

catalogue;

price;

product;

stock;

checkout;

tracking;

delivery;

competition.

Advertising does not operate independently from the ecommerce experience.

30PRODUCT READER

Brand search

Brand campaigns can play a different role from generic campaigns.

We analyse:

who searches for the brand;

who else appears for the term;

cost;

objective;

relationship with organic listings.

We do not include or exclude brand search based on one universal rule.

31PRODUCT READER

Search terms

The configured keyword and the actual user search are not always the same.

That is why we review search terms to identify:

relevant searches;

irrelevant searches;

new negative keywords;

new opportunities;

unexpected intents.

The campaign needs to learn from real traffic.

32PRODUCT READER

Campaign optimization

Optimization may include:

search terms;

negative keywords;

ads;

assets;

budgets;

bidding;

geography;

schedule;

landing pages;

conversions;

UTM parameters and tracking nomenclature;

campaigns;

products;

other relevant elements.

We do not change settings simply to say that we “optimized”.

Every intervention needs a reason.

33PRODUCT READER

Learning period

Campaigns and automated systems may need data before they can be evaluated properly.

We do not judge every change based on:

a few hours;

one click;

one day;

one conversion.

But we also do not use “the algorithm is learning” as an excuse to leave an obviously incorrect configuration spending budget.

34PRODUCT READER

Cost per click

CPC is useful, but it is not the final objective.

A cheap click may be useless.

A more expensive click may be profitable.

We need to understand the relationship between:

cost -> intent -> conversion -> value

We do not optimize only for the lowest CPC.

35PRODUCT READER

Cost per lead

Cost per lead needs to be interpreted together with:

lead quality;

service;

margin;

closing rate;

customer value;

source;

intent.

Ten cheap irrelevant leads may be worse than two highly relevant leads.

Google Ads should not be evaluated only by volume.

36PRODUCT READER

ROAS and ecommerce

For ecommerce, ROAS may be one relevant indicator where:

purchase is tracked correctly;

order value is correct;

attribution is understood;

data is sufficiently reliable.

ROAS alone does not explain:

margin;

returns;

logistics costs;

cost of goods;

real profit.

It needs commercial context.

37PRODUCT READER

Lead quality

The platform may know that a form was submitted.

It does not automatically know whether the lead:

is relevant;

can buy;

is spam;

wants another product;

has budget;

becomes a customer.

Where the business can return useful information about lead quality, measurement can become more meaningful.

We do not confuse a form submission with a sale.

38PRODUCT READER

The offer

Google Ads cannot automatically create a good offer.

If:

pricing is not competitive;

the product is unavailable;

the service is unclear;

the business does not respond to leads;

the offer is poorly differentiated;

the campaign may expose the problem faster, but it cannot remove it by itself.

Advertising amplifies what already exists.

39PRODUCT READER

Competition and auction

Google Ads operates in a competitive auction environment.

We do not control:

how many competitors bid;

their budgets;

their offers;

market demand;

every platform change.

We can control:

structure;

relevance;

intent;

message;

landing page;

measurement;

available budget;

optimization.

40PRODUCT READER

Google Ads and SEO

Google Ads and SEO may work around similar search terms.

But they are different channels.

Google Ads

Pays for the opportunity to appear within the campaign environment.

SEO

Builds organic visibility over time.

Running Ads does not automatically improve organic ranking.

SEO does not automatically eliminate the need for advertising.

41PRODUCT READER

Google Ads and landing pages

The landing page may be:

an existing page;

product page;

service page;

dedicated campaign landing page.

If the current page cannot continue the ad intent correctly, we may recommend Landing Page Development.

A new landing page is not automatically included as a separate project inside Google Ads management.

42PRODUCT READER

Google Ads and tracking

Campaign management requires reliable interpretation of results.

Where relevant, we validate:

conversions;

auto-tagging;

GCLID;

UTM parameters;

ValueTrack;

Final URL suffix;

parameter persistence on landing pages;

campaign naming;

reconciliation with analytics and other relevant systems.

If the measurement setup is:

missing;

duplicated;

incorrect;

misaligned with the real conversion;

the separate Tracking & Analytics Implementation product may be required.

We do not fabricate conclusions from data we know is unreliable.

43PRODUCT READER

Google Ads Audit

There is a separate Google Ads Audit product.

The audit is appropriate where you want to understand:

what is wrong;

which risks exist;

what should change;

how the current account is structured,

without automatically transferring active campaign management to us.

Google Ads Management includes setup and/or ongoing campaign management.

44PRODUCT READER

Google Ads account ownership

The Google Ads account should remain an asset of the business.

Our principle is:

the client controls the account and data; Unified Systems receives the access required to work.

We do not create dependency by keeping the commercial advertising account exclusively under agency control.

45PRODUCT READER

Media budget and advertising spend

Advertising spend is not Unified Systems revenue.

It is the budget used by the advertising platform to deliver campaigns.

Unified Systems fees cover work such as:

analysis;

setup;

management;

optimization.

The two costs need to be understood separately.

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Support intents

Google advertising

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Google Ads setup

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