Google Ads · Canary Islands and mainland Spain
Google Ads, with the tracking set up before we spend a euro
Paid search is the one channel that brings enquiries the week it goes live. It is also the easiest one to waste money on quietly. We set up conversion tracking first, then run it, then tell you every month what an enquiry cost you — not what a click cost you.
Works whether the account already exists or not. No lock-in.
5.0
Reviews from our Google profile, translated from Spanish.
What a badly run account is costing you
Nobody notices a Google Ads account bleeding money, because it keeps producing clicks and the invoice arrives the same every month. The waste is invisible until somebody reads the search terms report.
- Monthly ad spend
- €1,000
- Clicks from searches with no buying intent
- 35%
- Wasted every month
- €350
- Over a year
- €4,200
That is the money, not the opportunity cost. The same budget aimed properly would normally bring in between a third and a half more enquiries, and that gap is bigger than the waste.
What we find in nine out of ten accounts we inherit:
No conversion tracking, or tracking that counts the wrong thing
The account counts page views, or button clicks, or every form load. Google is then optimising towards something that is not a customer, and you are paying for it. This is the most common fault by a distance, and it makes every other number in the account meaningless.
Broad match and Smart campaigns eating the budget
Left alone, Google will happily spend your money on searches that have nothing to do with what you sell. We have seen a holiday-let account paying for “jobs in Tenerife” for months.
Nothing running in English, in a market that half searches in English
Spanish keywords only, in Adeje or Arona. The English searches are cheaper because fewer people bid on them, and they convert better because the person is relieved to have found somebody who speaks their language.
Ads pointing at the home page
Someone searches for one specific service, lands on a home page listing eight, and leaves. The click is paid for either way. A landing page that answers the search usually does more for cost per enquiry than any bidding change.
Nobody has ever read the search terms report
That report shows exactly what people typed to trigger your ads. Reading it monthly and excluding the rubbish is unglamorous, permanent work. It is also where most of the savings are.
Three things people believe about Ads that cost them money
“We tried Google Ads once and it did not work.”
Almost always it was not measured, so nobody could tell whether it worked. Second most common: it was spread across everything the business does instead of the one or two things people are ready to buy. Both are fixable, and both are the agency’s fault, not yours.
“Google optimises it automatically now.”
Google optimises towards whatever you told it to count. If you told it to count form loads, it will find you people who load forms. Automation is genuinely good now — pointed at the wrong target it is just efficient at wasting money.
“We should be top of the page for our main keyword.”
Top position on a broad, expensive keyword is usually the worst money in the account. The profit is in the long, specific searches that show someone is ready to buy, and they cost a fraction. Chasing the vanity keyword is how small budgets get eaten in a fortnight.
How we run it
The same five steps whether the account is new or we are taking one over.
Tracking, then spend
Conversions for forms, phone calls and WhatsApp, wired through GA4 and Google Ads, with consent handled properly. If you are already running, we will not touch the budget until we can see what it is doing.
A structure you can read
Campaigns split so you can see, without asking us, which service and which language is making money. Named so they still make sense in a year.
Ads and landing pages written for the search
Ads in the language of the search, pointing at a page about that one thing. We write both. In English we write it, not translate it.
Negative keywords, every month, forever
The search terms report, read by a person, with the irrelevant traffic excluded. This is where a badly run account and a well run one separate, and it never stops being necessary.
One page of reporting you can use
Spend, enquiries, cost per enquiry, what changed and why, and what is next. In English. If a number moved, we tell you what moved it.
What you get, and how the money works
The part most agencies leave vague, written down.
Your ad spend goes to Google, not to us
You pay Google directly from your own card, on your own account. We charge for managing it. You can see every euro Google took, and you are never in the position of not knowing how much of an invoice was media and how much was fee.
The account is yours
Created in your name, with us as a user. If you leave, the account, the history and the conversion data stay with you. An agency running your ads from their own account can walk away with years of learning that you paid for.
Campaigns in both languages where it pays
Separate campaigns per language so you can see which one earns. English search here is cheaper and less contested, and for most businesses in the south it is the first place we would put a euro.
Landing pages included, not quoted separately
If the page you are sending clicks to is the problem, we build a better one. Charging you for traffic and then charging you again for somewhere to send it is not a service, it is a sales technique.
Management is charged monthly and separately from what you spend with Google. The number depends on how many campaigns and languages, and you get it in writing after the free review. No lock-in.
Get a free account reviewWhat we commit to in the first ninety days
By day thirty, tracking is in and you can see what an enquiry costs. By day ninety, that cost should be falling and you should be able to tell us which campaigns you want more of. If at ninety days we cannot show you a cost per enquiry that makes sense for your business, we will tell you to stop rather than ask for another quarter.
Three conditions, and all three are on your side:
- We get access to the accounts and to the website to install tracking.
- The budget stays steady enough for ninety days to learn something from it.
- Somebody at your end answers the enquiries, quickly. Paid clicks go cold in hours.
Ninety days and not six months, unlike our SEO commitment, because paid search gives you data immediately. If an account cannot be made to work in a quarter, more time usually will not fix it — and we would rather say that than keep invoicing.
Get a free account review
Whether this is for you
It works well if
- People actively search for what you sell, rather than discovering it by chance.
- You know roughly what a customer is worth to you.
- You can answer an enquiry the same day.
- You have enough margin that paying for a click makes sense.
- You want enquiries this month, not next year.
It does not, if
- Nobody searches for your category yet, because it is too new. That is a social and content problem, not a search one.
- Your budget is so small it cannot buy enough clicks to learn anything. We will tell you the number rather than take it anyway.
- Enquiries go unanswered for days. Ads will just make that more expensive.
- You want somebody to set it up once and never touch it. That account will be wasting money within a month.
Frequently asked questions
How much should I spend?
It depends on what a customer is worth to you and how competitive your searches are, which is exactly what the free review works out. What we will say is that spreading a small budget thin is the most common way to make Ads look like it does not work. Better to dominate one service in one area and expand from there.
How quickly does it work?
Enquiries usually start in the first week. Getting the cost per enquiry down to where it should be takes about six to eight weeks of reading search terms and cutting what does not convert. That is the normal shape of it: fast to start, then a couple of months of tightening.
Can you run ads in English and Spanish in the same account?
Yes, and you should. Separate campaigns per language so you can see which one pays, with the ad and the landing page in the same language as the search. Mixing them in one campaign is how you end up unable to explain your own results.
I already have an agency. Can you just look at the account?
Yes. Give us read access and we will tell you what we see, in plain English, with no obligation. Sometimes the answer is that your current setup is fine and the problem is elsewhere — usually the website, or the fact that nobody answers the phone.
Do you also do Meta ads?
Yes, and for some businesses — holiday lets, restaurants, activities, anything people decide on impulse — it works better than search. The honest split is that Google Ads catches people already looking for you and Meta creates the want. We will tell you which one your money should go to first rather than selling you both.
What about the cookie banner and consent?
It has to be a proper consent banner with Consent Mode wired in, which is what Spain and the EU require and what Google now requires for measurement to work at all. We set it up. Accounts without it are losing conversion data and, separately, carrying a legal risk.
Get a free Google Ads review
If you are already running, give us read access and we will tell you what we find. If you are not, tell us what you sell and we will tell you whether paid search is worth it for you — sometimes it is not.
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