Google Ads
Google search, partner sites, YouTube video and Performance Max: showing across several Google channels from one campaign.
Pay-per-click advertising You pay for clicks, but do you get customers?
We count how many people reach a lead, a call and a payment, and fix the places where they drop out.
- The budget goes, leads are few
- Leads come, but sales do not
- No clear view of where the money went
Diagram of the customer path: people walk past an ad banner, some go to the site, leave a request, call and pay; a gnome counts people at every step, and every click is charged
This is roughly how pay-per-click advertising works. As we work on a project, the advertising is optimized and becomes more effective, so what matters is not a one-off launch but systematic work.
The path of my invested coin
End-to-end analytics for pay-per-click advertising: from click to customer
In pay-per-click advertising the platform charges for a click, while the result comes later: the visitor explores the site or landing page, leaves a request, makes a purchase and becomes a customer. We measure conversion at every step of the path, calculate cost per click (CPC), cost per lead (CPL) and cost per customer (CPA), and find the step where the ad budget is lost.
Tap a step
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- What we measure
- Impressions, clicks, CTR (clicks as a share of impressions), impression share.
- What we do
- We remove empty queries and placements, tune ads and bids and show the ads to people who need your products and services.
- Where the budget can be lost
- The budget goes to clicks from people who do not need your offer.
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- What we measure
- Load speed, bounces, depth of the visit, time on site, how clear the offer is and how visible the CTA (call to action) is.
- What we do
- We give recommendations for the site and, if needed, build a separate landing page for the campaign: the offer, a call to action, the form.
- Where the budget can be lost
- Money goes when the visitor is not convinced: the page is slow, unclear or does not answer the question, and they close it within seconds.
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- What we measure
- Form leads, calls and messenger chats, the click-to-lead conversion (CR), cost per lead (CPL) and the ad it came from.
- What we do
- We set up goals in Analytics and UTM tags, filter out spam and show the CPL for every campaign.
- Where the budget can be lost
- The budget is lost when a person is ready to reach out but finds no visible CTA, short form, messenger or phone.
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- What we measure (Optional)
- How many leads became payments, the cost per customer (CPA) and which ads brought the people who bought.
- What we do
- We connect end-to-end analytics and the CRM: you see the source, the ad and what was bought. We keep what brings payments, not only calls.
- Where the budget can be lost
- Money is lost when a lead is answered late, the manager is not convincing or the conversation does not lead to a payment.
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- What we measure
- Repeat purchases, LTV (how much a customer brings over their lifetime), cost per customer and return on ad spend (ROAS).
- What we do
- We remind past visitors about you (retargeting) and count payback with the customer lifetime revenue in mind, not by the click price.
- Where the budget can be lost
- A customer buys once and never returns: the cost per customer stays high.
Auction
Position and click price are decided in an auction
Every time a person types a query, the platform runs an auction between ads. The position depends not only on the bid but also on the quality of the ad and the page. And you pay just enough to beat the next ad, not your maximum bid.
- Your position
- 3
- You pay per click
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A simplified model to show the principle: the platforms keep exact formulas closed, units are conditional.
Calculator
Calculate the cost of a lead and a customer
Enter your own numbers. If you do not have them yet, leave the approximate ones and we will refine them from your site and queries.
- Clicks—
- Leads—
- Sales—
- Cost per lead
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- Cost per customer
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- Revenue
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- Return on ad spend
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This calculator counts revenue from sales, not profit: take cost of goods and other expenses into account.
What we do
Setup and management of advertising at every step of the path
- 1
The full set of platforms
Google and Bing search, partner sites, YouTube video ads, animated banners. We adopt new formats among the first.
- 1
Strategy and planning
Goals, audience and calculation first, launch second: fewer surprises and a more predictable cost per lead.
- 1
Large keyword sets
We work with tens of thousands of keywords and ads, not a couple of dozen (if the budget allows).
- 3–4
End-to-end analytics
We see which source and ad a person came from and what exactly they bought.
- 1–3
Ad tests
Several variants of headlines, texts and CTA in parallel, the best ones stay.
- 5
Retargeting
We remind a person of the product they liked: on a movie, news or weather site they see your offer again.
- 1–5
Automation
About 30% of the work is done by robots: it speeds the work up and makes it more effective.
- 1–5
Transparency
Round-the-clock access to analytics and spend, a detailed monthly report, a specialist in touch.
- 1
Fast start
A fast start is possible: the first clicks within 3–5 days after approval.
The number in the corner shows the step of the customer path this work helps.
Platforms
Google Ads and Microsoft Advertising: where to run your ads
We choose the platform by your audience and queries: we look where demand is and start where a lead is cheaper. We add the second later if it pays off.
Microsoft Advertising
Search ads on Bing and its partner search network.
Choose what your business looks like
Where we start
With search for queries with the intent to order
- Queries like “order”, “price”, “near me” and the name of the city or district.
- Calls, messenger chats and form requests as the main goals.
- Showing in the hours when you answer.
What we count: The cost per lead and the share of calls that ended in a meeting or a payment.
Where we start
With search and product ads
- Search for queries with the product name and product ads from the catalog.
- Bringing back people who viewed a product or left the cart.
- A separate goal for a placed order.
What we count: The cost per order and the return by product group.
Where we start
With narrow queries and end-to-end analytics
- Narrow queries for your service: a click costs more, but fewer random visits.
- A goal that is not just a lead but a qualified lead.
- A link to the CRM so you see deals, not only enquiries.
What we count: The cost per qualified lead and the cost per deal.
Reports
A report that shows every step of the path
A detailed report every month and access to analytics and spend any day.
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What it shows: How many times the ad was shown.
What we do: We widen or narrow the queries so that people who need your offer see it.
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What it shows: How many people went to the site.
What we do: We watch the click-through rate and switch off ads that collect visits for nothing.
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What it shows: How much one visit costs.
What we do: We adjust bids and ad quality: the click price depends on the auction.
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What it shows: How many people left a request, called or wrote.
What we do: We improve the page and the form and check that every lead reaches you.
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What it shows: How much one lead costs on average.
What we do: We move budget to campaigns where a lead is cheaper.
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What it shows: How many leads became payments. The data comes from your sales and end-to-end analytics.
What we do: We ask you to mark which leads bought and optimize for them, not for any enquiry.
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What it shows: How much one buyer costs.
What we do: We compare it with what a customer brings and decide where we can pay more.
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What it shows: By what percentage the revenue from ad customers exceeds the ad spend.
What we do: We watch the trend and the campaigns: we grow the ones that pay off and stop the ones that do not.
Switch between months of work and tap the rows: what each row shows and what we do with it.
What else is in the report
- What was analyzedQueries, ads, platforms, the landing page and the customer path.
- What was doneBid changes, negative keywords, new ads, tests and goal fixes.
- RecommendationsWhat to change on the site and in the offer and what to launch next month.
An example of the report structure by month of work: the numbers are conditional. The advertising is optimized, so the return grows gradually, not in the very first month.
Tests
Tests instead of guesses
For one query we write several ads and show them at the same time (an A/B test). We keep the ones that bring leads cheaper and switch off the rest.
Ad A
Pay-per-click advertising for your business. Leave a request.
Click share
Ad BStays
Cost per lead in the report from week one. Tell us about the task.
Click share
A diagram of how a test goes: the numbers are conditional, not our results.
Honestly
What we do not do
Tap a card to see how it works with us.
The first month
What happens in the first 30 days
No magic: a clear order of work and what we need from you.
Week 1: Review and preparation
- We check the site and the current advertising, if there is any.
- We set up goals in Analytics and UTM tags to count leads and calls.
- We collect queries and split the advertising into campaigns.
From you: Access to the site and analytics, a description of services and prices, who answers the leads.
Week 2: Launch
- We write several ad variants for each query.
- We check that every lead and call reaches you.
- We remove extra queries: negative keywords and placements without leads.
From you: Approve the ads and tell us which leads were good.
Weeks 3–4: Tuning and the first report
- We keep the ads that bring leads cheaper.
- We adjust bids and bring visitors back with ads.
- We show the cost per lead and per customer and a plan for the next month.
From you: Tell us which leads became sales.
Is it for you
Check yourself in a minute
Tick what is true for you.
- You need a page the ads lead to: we will help with the site or a landing page.
- We will check demand for your queries first: without it advertising wastes the budget.
- Without a quick answer part of the leads is lost: we will agree who answers and how.
- The first weeks go to setup and tests; one week is too little to judge the result.
- Count it in the calculator above: the cost per customer sets how much you can pay per click.
Tick the items and we will suggest where to start.
Price
How much pay-per-click management costs
The price is counted in hours of work of pay-per-click specialists, analysts and marketers: $30 per hour, with no discounts and no percentage of the ad budget. Instead of discounts the larger packages come with bonuses. The ad budget is not included and is paid separately.
Start
from $240 per month
8 hours per month (7 h specialists + 1 h project manager)
- Recommended for a small project or a demand test.
Base
from $360 per month
12 hours per month (11 h specialists + 1 h project manager)
- Recommended for a project with a moderate number of campaigns.
- Bonus: A landing page review: a checklist and three tips.
Growth
from $480 per month
16 hours per month (14 h specialists + 2 h project manager)
- Recommended for a project with several directions and platforms.
- Bonus: Goals in Analytics and an hour of a marketer for the offer and ads.
Pro
from $600 per month
20 hours per month (18 h specialists + 2 h project manager)
- Recommended for a large project with a wide range of queries.
- Bonus: An hour of a developer for landing page fixes and a repeat account review after 3 months.
Business
from $900 per month
30 hours per month (28 h specialists + 2 h project manager)
- Recommended for a large project with several directions and regions.
- Bonus: 2 hours of the project manager, an hour of a developer for landing page fixes and an hour of an analyst.
Maximum
from $1200 per month
40 hours per month (38 h specialists + 2 h project manager)
- Recommended for a large project with a big budget and several platforms.
- Bonus: 2 hours of the project manager, an hour of a developer, 2 hours of an analyst and an hour of a marketer.
The list of work is not fixed: on any project of any scale we do what brings results, and the hours define how much we manage in a month.
We agree the contract term and the conditions for stopping before the start. The content and hours are approximate, we refine them after a short review. All payments are at the rate on the day of payment.
Payment
How payment works: our work and the ad budget
You pay us for the work. The ad budget is not included and is paid separately.
Payment for the hours of work in the chosen package
- The price covers the work of pay-per-click specialists, analysts, marketers and the project manager.
- There are no discounts, the larger packages come with bonuses instead.
- Payment at the rate on the day of payment.
The ad budget is paid separately
- It is not included in the price of our work and does not depend on the chosen package.
- You choose the budget size yourself, we recommend it by demand and click price.
- Ad spend is visible in analytics round the clock.
Documents for our work
- We issue the closing documents in full and on time.
- We discuss the details and the payment procedure before the start.
- We agree the term and the conditions for stopping before the start.
We will suggest ways to pay the ad budget at the launch.
Cases
Pay-per-click case studies: client results
Real pay-per-click projects. The numbers come from ad platform accounts and analytics.
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stopgo.by
Subject: auto parts
- > 500 %
- ROI
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corizza.by
Subject: wallpaper
- 5 %
- Conversion from Yandex Direct
- more than 2×
- CTR growth from ad optimization
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buderus-dealer.by
Subject: BUDERUS heating
- < 5 BYN
- CPA (checkout, call request, lead)
- > 380 %
- ROI
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MVME
Subject: office furniture
- < 17 cents
- Cost per click (CPC)
- > 65 %
- Visitor click-through growth
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warmhouse.by
Subject: heating systems
- < 5 cents
- Cost per click (CPC)
- over 15 %
- CTR
- > 10 000
- Keywords
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Kormbosh
Subject: dog and cat food
- > 5 %
- Conversion to request or purchase
- > 35 %
- Visitor growth
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Stanislav
CEO
15.8+ years in IT: development, design, marketing
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Maria
Project manager
Takes care of you and your project as if it were their own: keeps things in order and adds warmth to every message
Team
Who runs your advertising
A pay-per-click specialist, an analyst, a marketer and a project manager work on the project. The manager is responsible for deadlines and reports and is always in touch with you.
If the numbers do not grow, you will hear it from the manager: with the reason and an updated plan.
Questions and answers
Common questions about pay-per-click advertising
What exactly do I pay the platform for?
For clicks. In Google Ads and Bing Ads the main model is that money is charged for a visit to your site. The lead and the sale come after the click, so we measure the cost per lead and per customer, not only per click.
How much does management cost?
We count management in hours of work of pay-per-click specialists, analysts and marketers, not as a percentage of the ad budget. Packages start from $240 per month, and we name the exact amount after a short review.
What ad budget do I need?
The minimum depends on the niche, the region and the cost per click. We name it after estimating demand for your queries, before the launch. The ad budget is paid separately and is not included in the price of our work.
Can you guarantee a number of leads?
No: leads depend on demand, competition and your site. We guarantee the work, deadlines and reports, and we show the result in numbers at every step of the path.
When will the first customers come?
A fast start is possible: the first clicks can come within 3–5 days after approval and access. The first weeks show how many leads and sales come; bid tuning and tests take longer.
There are clicks but no leads. Why?
Money is lost before the lead: queries, the ad, the speed and clarity of the site, the form. The customer path above shows which step loses it. We start by checking those steps.
Do I need a site for advertising?
You need a page the ads lead to. It can be your site or a separate landing page. We will give recommendations for the site or build the landing page.
What is end-to-end analytics?
It connects advertising with sales: you see which source and ad a person came from and what they bought. So you see the cost per customer, not only the cost per click.
Google Ads or Bing Ads?
We choose by your audience and queries: we look where demand is and start with the platform where a lead is cheaper. We add the second later if it pays off.
Can advertising run together with SEO?
Yes. Advertising brings leads while SEO gains strength, and the queries that bring leads from ads show which pages to promote.
What do I get in the report?
A detailed report every month: what was analyzed, what was done and the recommendations. Any day you have access to analytics and spend, and a specialist is in touch. If needed, we agree additional reports and joint meetings separately.
How are advertising and your work paid for?
You pay us for the work by the hour, and the ad budget is paid separately and is not included. We will suggest ways to pay the budget at the launch. We issue the closing documents for our work in full and on time.
Why choose us
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One of the oldest teams
More than 15 years of experience.
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Proven projects from different countries
300+ clients, many of whom have come back to us.
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Honest positive reviews
No padding: we show only real ones, with the authors' consent.
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Clear, transparent prices
Hours times a rate, no hidden percentages, a quote before work starts.
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Full cycle in one team
Analysis, design, development, SEO and advertising with no gaps between contractors.
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One person responsible
You talk to the project manager, who owns the result and the deadlines.
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A contract and reporting
We write the terms into the contract and show what has been done.
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The project stays yours
We hand over access, code and documentation, with no lock-in to us.
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We speak English
Convenient ways to reach us: Telegram, WhatsApp and the contact form.
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We tell you if you do not need the service
If the task can be solved more simply or cheaply, we will say so.
Advertising review
We will show where your coins get lost
Tell us about your site and current advertising. A manager will get in touch and find the step of the path that loses the most.
- Free estimate
- No obligation
- A talk in numbers
- 15+ years in IT
- 300+ clients
- 45+ specialists