Google Ads - pay for enquiries, not for clicks

PPC management is worth paying for when people already search Google for what you sell and you need enquiries from them soon. We set up and run Google Ads campaigns so that the query, the ad, the landing page and the enquiry tracking all match. We do not promise a number of leads or a cost per lead in advance: both depend on the market, the offer and how quickly your team answers.

How search ads work

Someone types a query such as “roof repair cost” and sees ads above the regular results. You pay per click, and the auction sets the price: how many competitors want the same query and how well your ad and page match it. The same budget can buy hundreds of clicks in one niche and a few dozen in another.

Search ads catch people at the moment they search. They do little for a product nobody looks for yet. For that, Meta Ads on Instagram and Facebook usually fit better, because they show the offer to people who were not searching.

What a Google Ads management agency should set up

Before launch we go through a fixed sequence, and each step has an output you can check:

1. Agree what counts as an enquiry: a call, a form, a quote request. A click is not on that list.
2. Check conversion tracking for duplicates, scroll events counted as leads and calls that never reach the report.
3. Build the query list and exclude junk terms such as “free”, “jobs” or “DIY”.
4. Write ads for each query group and compare them with the page they lead to. If the ad mentions a price, the price has to be on the page.
5. Launch a test with a budget limit and a decision point: continue, change or stop.

If the account is already running, we start with an audit of which queries bring people in, what is counted as a conversion and where the money goes. Whatever works stays.

Ongoing management

Every week we read the search terms report, add negative keywords, move budget to campaigns that produce enquiries and cut the ones that only produce clicks. Once a month you get a written summary of what we tested, what the data showed and what happens next. Our article on Google Ads without burning budget describes this weekly control routine.

Agency or Google Ads consultant: what you pay for

Cost has two parts. The ad budget goes straight to Google and depends on click prices in your niche, geography, query volume and test length. Our fee depends on the number of campaigns, the state of the account, the landing pages and the tracking work. A freelance Google Ads consultant and a Google ad agency price this differently, so ask any provider what exactly is included. We do not publish a price list. Scope and fee are agreed in writing after a first look at the site and account.

Example: PILLAR

For PILLAR, which sells solar carports in Germany, we built search campaigns around the phone call, because an expensive B2B product is rarely bought through a cart. In Q1 2025 the account recorded 142 contact events: 72 calls from search, 60 email clicks and 10 completed forms. These are contacts. The case makes no claim about deals or revenue. Read the PILLAR Google Ads case.

When it fits and when it does not

Google Ads fits small and mid-sized businesses when the service is already searched for by name, the offer fits in one sentence, the page can take an enquiry and someone answers calls the same day. It works well for local services and for B2B with high deal values.

Wait if the product is new and nobody searches for it, the site loses enquiries, nobody answers the phone or the budget is too small for a fair test. Fix the site or the enquiry handling first.

Next step

Write to us through the contact page with what you sell, where, your rough monthly budget, what counts as a useful enquiry, whether an ad account exists and which page you plan to send people to. We will reply in writing with a first test, or tell you plainly that another step should come first.