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Google Ads management: setup, tracking and reporting
Our Google Ads management covers keyword and competitor research, ad copy and assets, conversion tracking that runs only with cookie consent, and budget and bid management based on results. It is a quote-based service outside our packages: scope and price are set after we talk through your needs. Your ad budget is paid to Google directly from your own ad account and is separate from the management fee.
What is Google Ads management?
Google Ads management means setting up and running keyword selection, ad copy, conversion tracking, budgets and bids on an ongoing basis. The goal is for your ads to reach people who are actually searching for your service, and for the budget you spend to be traceable to the inquiries it brings in.
This service covers Google search ads. The landing page is treated as part of the campaign: if a visitor from search cannot find what they were looking for on the first screen, no amount of good ad copy will produce an inquiry.
For businesses thinking about handing their Google Ads to an agency or PPC management service, the working model is simple: you deal directly with the person who sets up and runs the campaign. Ads management is quote-based and outside our packages; scope and price are agreed after a call.
Who is it for?
- Clicks are coming in, inquiries are not
- The ad budget is being spent, but form, phone or WhatsApp inquiries are below expectations. We start by looking at which searches bring clicks and at the page the ad leads to.
- It is unclear where the budget goes
- Nobody is measuring which keyword, ad or day brings results. In that case the work starts with conversion tracking.
- Running Google Ads for the first time
- You have never advertised on Google. The account, campaign structure and tracking are set up correctly from the start, and the first period is planned as a data-gathering phase.
What our Google Ads management covers
The scope runs from setting up the campaign to monitoring it regularly, and is made up of the work below.
- Keyword and competitor research
- We look at the words customers use to search for your service and which businesses advertise on the same searches. Searches that will not bring inquiries are excluded from the start.
- Ad copy and assets
- Ad copy is written to match search intent. Assets (formerly extensions) such as call buttons, sitelinks and callouts are added.
- Conversion tracking setup
- Inquiries such as form submissions, phone calls and WhatsApp clicks are defined as conversions in Google Ads. The tag only runs with cookie consent.
- Budget and bid management
- The daily budget and bid strategy are adjusted based on results. Search terms are monitored, and searches that bring no results are excluded.
- The landing page
- The speed, message and contact buttons of the page the ad leads to are treated as part of the campaign.
- Ad account review
- If you already have an account, we review it as a consulting service and produce a prioritized roadmap.
Campaign setup, step by step
A new Google Ads campaign is set up in six steps. Select a step to see the work done, what we need from you and what you have at the end of it.
Step 1 / 6Goal and success metric
We define the kind of inquiry you expect from the ads: a form, a phone call, a WhatsApp message or a sale. The metric that will measure success is written down at this step.
- What we need from you
- Your services, the area you serve, and your priority product or service.
- At the end of this step
- A list of the conversions to be measured.
Step 2 / 6Keyword and competitor research
We review searches related to your service and the businesses advertising on them. Informational or irrelevant searches go on the negative keyword list.
- What we need from you
- The questions customers ask you most, and the services you do not offer.
- At the end of this step
- Target keyword groups and negative keywords.
Step 3 / 6Campaign structure and ad copy
Keyword groups are split into ad groups. For each group, ad copy and assets are written to match search intent.
- What we need from you
- The details you want to highlight: opening hours, service area, and the terms of any promotion.
- At the end of this step
- A campaign draft sent for your approval.
Step 4 / 6Conversion tracking and testing
The conversion tag is added to the site, subject to cookie consent. Form, phone and WhatsApp clicks are tested with trial submissions.
- What we need from you
- Access to the site and the Google Ads account.
- At the end of this step
- Conversion tracking that has been verified to work.
Step 5 / 6Launch and early monitoring
The ads go live. In the first period, search terms, cost per click and incoming inquiries are watched closely and adjusted as needed.
- What we need from you
- Short feedback on the quality of the inquiries you receive.
- At the end of this step
- A review of the first period.
Step 6 / 6Budget, bids and reporting
Budget and bids are adjusted based on results, and searches that bring nothing are excluded. Changes made and metrics are reported.
- What we need from you
- Letting us know if your budget or priorities change.
- At the end of this step
- A report and the plan for the next period.
The landing page is part of the campaign too
The ad brings the click; the page brings the inquiry. Someone who searches for “emergency plumber” looks for a phone number and a service area, not the general introduction on your home page. That is why the page the ad will send people to is checked before the campaign is set up.
If something is missing, the page can be fixed, or a new page can be built for the ad. For businesses without a website, or that want a new one, we can build the site your ads lead to; Google Ads tracking is already included in the Business website Premium package.
What we check on the page
- The topic of the ad is answered on the first screen of the page
- Phone, WhatsApp and form buttons work with a single tap
- The page loads quickly on a phone
- Forms and clicks are measured as conversions
- The privacy (KVKK) notice and cookie notice are on the page
Conversion tracking, cookie consent and KVKK
The Google Ads conversion tag uses a marketing cookie. On the sites we build, the tag does not run until the visitor consents to marketing cookies in the cookie banner, and Google's Consent Mode starts in the denied state by default. KVKK is Türkiye's personal data protection law.
If the visitor consents
- The conversion tag loads after consent to marketing cookies is given
- The visitor's form, call or purchase is recorded as a conversion
- The record is added to the campaign results in the ad platform
If the visitor does not consent
- The conversion tag does not load and no marketing cookie is set
- Even if the visitor sends an inquiry, no conversion shows in the ad report
- These inquiries are counted from form and WhatsApp records and shown separately in the report
As a result, the number of conversions in the ad account can look lower than the real number of inquiries. When the report is prepared, ad data is compared with form records and WhatsApp messages on the site, so a campaign that is working well is not paused by mistake because some visitors declined consent. Additional tracking features that send a visitor's email or phone number to the ad platform stay off unless the site's legal texts cover them.
Privacy (KVKK and GDPR-style) notices and cookie consent are set up in every package. The texts must be reviewed by a lawyer before the site goes live. This section describes how we set things up and is not legal advice.
What is in the report?
The report shows what the budget spent has brought in and what was changed during the period. Commonly used metrics:
| Metric | What it shows | Source |
|---|---|---|
| Impressions and clicks | How many times the ad was seen and clicked | Google Ads |
| Cost per click | The average amount paid for one click | Google Ads |
| Conversions | Form, call and WhatsApp inquiries from visitors who gave consent | Google Ads |
| Cost per conversion | The average budget spent for one inquiry | Google Ads |
| Search terms | The searches the ad actually appeared for | Google Ads |
| Form and WhatsApp records | The real number of inquiries, including those that could not be measured | Site and business records |
| Changes made | Keywords, copy, budgets and bids changed during the period | Work log |
Report frequency and metrics are agreed together in the quote.
The ad budget and the management fee are separate
There are two separate payments in Google Ads. The ad budget is paid to Google directly from your own ad account; the management fee pays for the service that sets up and runs the campaign. The two never appear on the same invoice.
| Item | Paid to whom, and how | Details |
|---|---|---|
| Ad budget | To Google, from your own Google Ads ad account | The amount paid to the platform for clicks or impressions. It is not included in the service fee, and you see the spend in your own account. |
| Management fee | As a service fee | Charged for setting up, monitoring, adjusting and reporting on the campaign. Quoted once the scope has been discussed. |
| Tracking setup | Depends on scope | Already included in the Business website Premium and E-commerce Premium packages. For other sites, the scope is agreed on the call. |
Prices exclude VAT. We work with businesses only, for commercial or professional purposes. Companies, sole proprietors and self-employed professionals are covered.
Get a quote for pricing
Ads management is quote-based and sits outside our packages. Scope and price are set after we talk through your needs.
Questions to ask when choosing a Google Ads agency
Before working with a Google Ads agency or specialist, ask the questions below. How this service answers each one is written next to it.
- Who answers when you get in touch?
- You reach the person who sets up and runs the campaign directly. Your request does not go into a support queue.
- Are the ads and the site in the same hands?
- The page the ad leads to can also be built or fixed. A mismatch between the ad and the page does not get stuck between two separate companies.
- Is tracking in line with the legal texts?
- Tags are set up subject to cookie consent, and we make sure the cookie policy and privacy notice describe the tags in use.
- What does the report show?
- The report shows not only clicks but also inquiries, search terms and the changes made.
What this service does not do
- No guarantee of clicks, inquiries or sales
- The ad budget is not included in the service fee
- No tracking tag runs without the visitor's consent
- No ad copy that breaks platform policies
To plan ads and organic search together, see our SEO/GEO services; for Instagram and Facebook ads, see Meta ads management.
How we work
Discovery call
We talk about your business, target region, the kind of inquiries you expect and your existing ad account, if you have one.
Quote
The work to be done and the metrics to be reported are sent in writing. The management fee is shown separately from the ad budget.
Access and setup
Access to the ad account and the site is set up, conversion tracking is installed and tested, and the campaign is prepared.
Management and reporting
The ads go live, search terms and budget are monitored, and results are reported.
Google Ads management: frequently asked questions
How much does Google Ads management cost?
Ads management is outside our packages. Scope and price are set after we discuss your needs and are sent to you as a quote. Prices exclude VAT.
Is the ad budget included in the fee?
No. The ad budget is paid to Google directly from your own ad account and is separate from the management fee. You see the amount spent in your ad account.
How soon do Google Ads bring results?
Ads start appearing in search once they are approved. Understanding which searches and ads bring inquiries takes data, so the first period is for measuring and adjusting. We do not guarantee a timeframe.
Do you guarantee sales or ad positions?
No. We commit to the work to be done and the metrics to be reported. There is no guarantee of clicks, inquiries, sales or ad position.
Can you review my existing ad account?
Yes. As a consulting service, we review the ad account and produce a prioritized roadmap. You can decide whether to move on to ongoing management after that review.
Why does conversion tracking depend on cookie consent?
The Google Ads conversion tag uses a marketing cookie. Under KVKK (Türkiye's personal data protection law), the tag runs only after the visitor consents to marketing cookies. Inquiries from visitors who do not consent do not show up in the ad report, so reports are read together with form and WhatsApp records.
What is the difference between Google Ads and SEO?
Google Ads gives visibility in the ad slots of search results for as long as the budget is being spent. SEO is done so that the site is listed naturally in search results, and its effect shows later. Both can draw on the same keyword research.
Is ad tracking ready on a site you build?
Google Ads tracking is set up on the Business website Premium and E-commerce Premium packages; E-commerce Premium also includes Merchant Center. On other packages, tracking setup is discussed as part of the ads service.
Often considered with this service
- Meta ads managementSetting up and running Instagram and Facebook ad campaigns. Tracking is set up subject to cookie consent.Outside the packages, quote-based
- SEO/GEOTechnical monitoring, content and the groundwork for AI search. A report each month shows what was done.From $300/month + VAT
- Web designBusiness, booking and corporate websites. Designed around your brand and fast on every device.From $360 + VAT
- E-commerceReady-made platform or custom admin panel. Payment integration and basic shipping integration included.From $699 + VAT
- Blog postHow to choose a Google Ads agency: a 12-question checklistRead the post
Get a quote for Google Ads management
Tell us about your ad account or the campaign you want to run; scope and price are sent to you after a short call.