What are Google Search ads?

They are text ads shown in Google results, above and below the organic listings, in response to a specific query. They have headlines, descriptions and assets, carry a Sponsored label and are charged per click. Ads may also appear on search partner sites, and we usually switch that off at launch because partner traffic is often of lower quality.

What budget do I need for Search ads?

There is no formal minimum, but the budget must be enough to collect data. A test budget of around €690 to €1,150 a month (PLN 3,000 to 5,000) is a common suggestion. The right figure comes from a break-even calculation based on margin and conversion rate.

How much does a click cost?

It depends on competition, Quality Score and your maximum bid. In legal and financial sectors it can be many times higher than in retail. Published benchmarks vary a lot, so treat them as a starting point. The real cost per click becomes clear after about two weeks.

How much does agency management cost?

Management is charged separately from the media budget you pay Google. A percentage of media spend is common, usually 10 to 20%, and flat-fee or hybrid models also exist. With small budgets a minimum monthly fee usually applies. See our pricing page.

How soon will I see results?

Traffic usually appears within about 15 minutes of ad approval, and first leads or sales can arrive the same day. Full machine-learning optimisation takes roughly two to three weeks. Judging results before the first few dozen conversions usually leads to bad decisions, because cost swings during the learning phase are normal.

Do I need to be in position 1?

No. Position 1 is often disproportionately expensive, and users frequently compare offers from positions 2 and 3. We aim for the position with the most profitable cost per acquisition.

Why can't I see my ad when I search for my own company name?

Searching for your own name and ignoring the ad lowers click-through rate and Quality Score. We use the Ads Preview and Diagnosis tool instead, which shows the state of the auction without distorting your statistics.

Can competitors advertise on my company name?

Yes, this is called brand bidding. We then run a protective brand campaign. Clicks on your own name are cheap because Quality Score is high, and the campaign stops rivals from taking your customers.

Search ads

Google Search Ads management that wins valuable queries

Be the answer your customer is looking for. We run Search campaigns that capture demand at the moment someone types a query, and we optimise for queries with business value, not for the cheapest clicks.

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Google Premier Partner 2026
Top 3% of Google Ads agencies in Poland
Microsoft Advertising Partner
Campaigns in 25 export markets

Google Search Ads management: what you get

Google Search Ads management means building, running and optimising the text ads that appear in Google results when someone searches for what you sell. They sit above and below the organic results, carry a Sponsored label and are charged per click. Our job is to turn that search intent into sales or qualified leads.

A person typing a query wants a specific solution, not inspiration. We do not buy impressions or the cheapest clicks. We combine a precise account structure with Smart Bidding automation and judge campaigns by the value of the queries they win. One team covers ads, analytics, UX and technology.

Search is the foundation of our Google Ads services. We are a Google Premier Partner 2026 (top 3% of Google Ads agencies in Poland) and we run campaigns on 25 export markets.

How we run Search campaigns

Demand analysis
We map intent and potential: what customers search for and which parts of your offer have the greatest sales potential.
Account architecture
We split the account by service and value, including offer, location, profitability and how customers decide. Each segment gets its own goal, message and budget.
Quality validation
We assess traffic and conversions, including user behaviour and the quality of forms, calls and sales, to tell valuable demand from cost without profit.
Growth
We scale profitable segments and develop new groups of queries without diluting efficiency.

Results from Search-led campaigns

€3.55M

sales from Google Ads in 9 months (PLN 15.5 million), one home and living ecommerce project

4,008%

ROAS for Hotel Bania in the summer season

9.34k

conversions for Hotel Bania in the summer season

2,875%

Hotel Bania ROAS in September and October

More results from our campaigns

These figures come from our own campaigns and have not been independently verified. They depend on basket value, repeat purchase, seasonality and margin, and they are not forecasts.

Client	Result
Hotel Bania (hospitality)	ROAS of 4,008% in the summer season; see the Hotel Bania case study
Clothing ecommerce store	ROAS of 1,066% and sales up 280%
KalendarzeCSK.pl (seasonal product)	Conversion rate up from 2.56% to 8.78%; CPA down from about €59 (PLN 259) to about €38 (PLN 164)

What helps Search perform

Sales team data

We feed information on which enquiries became customers back into the account.

Margin priorities

Budget goes first to the services and products that earn the most.

Dedicated landing pages

Each theme sends people to a page that answers the query.

Wider demand coverage

We add new groups of queries once the first ones are profitable.

How the Search auction works

Your position is set by Ad Rank, which combines your bid, quality score, the expected impact of extensions and the context of the query. Quality Score runs from 1 to 10 and reflects expected click-through rate, ad relevance and landing page experience. A higher score means a lower cost per click for the same position.

That is why we do not chase position 1. It is often disproportionately expensive, and users frequently compare offers from positions 2 and 3. The goal is the position with the most profitable cost per acquisition (CPA).

Building blocks of a Search account

Single-theme ad groups

One topic and one intent per ad group, each with its own ad copy and landing page (STAG).

Match types

Exact match gives precision and broader match types give reach. We combine both and control reach with negatives.

Negative keywords

We block educational and recruitment-type queries, such as free, reviews or jobs. Without negatives, broad match burns budget quickly.

Responsive Search Ads

Up to 15 headlines of 30 characters and descriptions of 90 characters. Variety matters more than volume.

Ad assets

Sitelinks, callouts, structured snippets, calls, location, prices and promotions.

Dynamic Search Ads

Ads generated from your website content. They need well-organised pages.

Our bidding strategy sequence

Every change of strategy resets the learning phase, so we do not change bids after one weak week. Launching target CPA without conversion history is a common reason why Smart Bidding seems not to work.

Start without data
Maximise clicks with a bid cap, to get the first conversions and learn the real cost per click.
First conversions
Maximise conversions with no target, so the algorithm can build a model.
Stable volume
Target CPA for services, and target ROAS for ecommerce with transaction values.
Scale
Loosen the target in the highest-margin segments instead of raising the budget across the whole campaign.

What to expect after launch

Phase	What happens
Day 1	Traffic starts, usually within about 15 minutes of ads being approved. First leads or sales can arrive the same day.
Weeks 1 to 2	Learning phase. We check query quality and measurement, not just cost.
Weeks 3 to 4	Evaluation, and a move to an automatic bidding strategy once data allows.
Month 2 onwards	Optimisation for query quality and lead or sales value.

When not to start with Search ads

Search is not always the right first channel. We say so before you spend.

Nobody is searching for what you sell. Demand has to be built first, for example with YouTube Ads or Demand Gen.
Your margin does not cover the cost of acquiring a customer.
Nobody can handle enquiries within a reasonable time.
Your website does not answer the user's query.
The budget is too small to collect data, for example a few clicks a day.

Signs your Search budget is being burned

An empty negative keyword list.
Irrelevant queries in the search terms report.
Ad groups that mix too many themes.
Traffic sent to the home page.
Clicks but no conversions.
Geographic targeting that is too broad.
Frequent changes of bidding strategy.

Budget, click costs and management fees

There is no formal minimum budget, but the budget has to be large enough to collect data. With a few clicks a day, a campaign never leaves the learning phase. For a test, the figure we see suggested is around €690 to €1,150 a month in media spend (PLN 3,000 to 5,000). The right amount comes from a break-even calculation based on your margin and conversion rate.

Cost per click depends on competition, Quality Score and your maximum bid. In legal and financial sectors it can be many times higher than in retail ecommerce. Public benchmarks differ widely, so treat them as a starting point. The real figure is visible after the first two weeks.

Management is a separate line from the media budget you pay to Google. In the Polish market a common model is a percentage of media budget, typically 10 to 20%, with flat-fee and hybrid models also used. With low budgets a minimum monthly fee usually applies. Read more on our Google Ads pricing page.

Search ads and SEO work better together

We usually recommend combining them. Search ads bring traffic from day one but stop when the budget stops. SEO builds visibility more slowly, with no charge per click. Ads can cover phrases that are weak organically or too competitive, and the search terms report from your campaigns gives material for organic content.

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