Google Ads

Google Ads work best when people are already searching for your service by name. If somebody types “emergency plumber” or “air conditioning service”, they are not in the thinking phase but the buying phase. An ad that appears there doesn't have to persuade anyone.

They also make sense when the site is new. A new site takes months for Google to get to know, while ads bring the first visitors immediately — and, more importantly, the first data on what people actually search for. That data later steers the SEO work, so the investment pays back twice.

They make no sense in two cases. The first is a site that doesn't turn traffic into enquiries: if not one visitor in a hundred leaves their details, ads will only spend the budget faster. The second is a product nobody searches for by name because they don't know it exists — there, Facebook and Instagram ads work better, since they reach people who are not searching at all.

Google Ads work for companies that have something to offer and the budget to carry it through. It is not about large sums but about the budget being enough to get the campaign out of its learning phase — otherwise the money goes on gathering data that nobody later uses.

We work most easily with clients who answer an enquiry the same day. Ads bring people who are ready to buy now; if you get back to them the next day, that person is already with someone else. A campaign can be perfectly tuned and still deliver nothing if nobody picks up the phone.

If your site doesn't turn traffic into enquiries, ads won't fix that — they will only spend the budget faster, and we will tell you so before taking the job. The same applies if the amount you are planning is too small to show anything: better not to start than to spend three months explaining why there are no results.

The cost has two separate parts, and it is a distinction worth understanding before you compare quotes. The first is the budget that goes to Google and turns into clicks — we don't receive that money. The second is the management fee: setting up the campaign, writing the ads, monitoring and optimisation.

With us, setup is a one-off €100. Monthly management is €150 on the basic package, €450 on standard and €650 on premium — a fixed fee, with no percentage of the ad spend. Work outside the agreed scope is charged at €50 an hour.

What budget you need depends on the sector. The cost per click is set by auction — the more advertisers competing for the same word, the more expensive the click. For a local service in a smaller town, a few hundred euros a month is enough; for competitive terms in Belgrade you need considerably more before any effect is visible at all.

Before anything launches, we tell you what budget makes sense in your case. If the amount you are planning is too small to produce a result, we will say so up front rather than take the job and spend three months explaining why the enquiries aren't coming.

This is often framed as a choice, though it isn't one. Ads and SEO solve the same problem on different timescales. Ads bring traffic today and stop when you switch them off. SEO builds over months, but then works even when you are paying nothing.

For most companies the best order is to let ads cover the stretch while SEO grows. In the meantime the ads show which words actually bring enquiries rather than just clicks — and that is data which saves the SEO work months of guesswork.

Once SEO takes hold, the ad budget usually comes down, but rarely to zero. For the terms with the strongest buying intent it pays to be present in both the ads and the organic results.