Google Ads: how it works, costs and measurement

Google Ads is a paid advertising system. In a Search campaign, an ad may appear for a query related to the offer when it is eligible. Auctions consider more than bids, including quality, the landing page and search context.

56CREATIVES prices and scope

• Google Ads, one Search campaign: 152.33 USD excl. VAT per month; setup, if required: 177.71 USD excl. VAT.

Prices cover the stated scope. Choose a service to check the full package, extras and total. Third-party costs are agreed separately. USD prices use the fixed NBP exchange rate of 2 November 2026.

Purpose, queries and the offer

Define an action such as an accepted enquiry or purchase. Choose queries matching the actual offer. Review search terms and exclusions. Many clicks from unrelated topics can increase costs without improving enquiry quality.

Landing pages and conversions

The landing page should continue the ad’s message and support the intended action. Check the offer, contact and form on mobile. Conversion recording needs configuration and testing; the system does not automatically recognise every valuable enquiry. Account for consent settings and available data.

Spend, management and evaluation

Platform spend and management are separate. No single budget suits every market and location. Assess cost per conversion alongside enquiry quality. For sales, ROAS does not replace understanding margins and other business costs.

Google Ads and SEO

Paid campaigns and organic visibility are separate channels. Approved ads can generate traffic after launch, but do not guarantee sales or improve organic rankings. SEO involves work on the site and content; measure the two activities separately.

Project checklist

• Check query fit against the service actually available.
• Test form submission and recording of the correct event.
• Compare cost, enquiry quality and completed order value.

How ad ranking works: Google Ads help.