Google Ads advertising that drives sales — not just clicks
We set up and run Google advertising toward a single goal — profit, not “pretty” metrics. We watch ROAS and cost per lead, not impressions. Official Google Partner. $1,000,000+ in revenue generated for clients.
Three types of ad contractors — and why we’re the third
Most advertisers have been burned by Type 1 or Type 2. The budget goes out, the clicks are there, but leads and sales are nowhere to be found.
Rookie freelancer / conveyor-belt agency
chyzh.agency
Oleh Beliakov has been running ads for 7+ years and holds the full Google Ads 2026 certification stack — Search, Shopping, Display, video campaigns, performance measurement. We work as an official Google Partner: we get access to beta tools before their public release.
How we launch and run ads: 5 steps
First we dig into your economics — how much a customer costs, your average order value, your margin. Without that, advertising is a lottery.
Audit and unit economics (Week 1)
We review your current campaigns (if any) and calculate the acceptable cost per lead and per customer based on your margin. We determine whether advertising will even pay off — and under what conditions.Strategy and structure
We build the semantic core around intent, structure the campaigns (Search / Performance Max / Shopping), prepare negative keywords, and set up conversion tracking and GA4. Without accurate conversions, advertising is blind.Creatives and landing pages
We write ads around the customer’s pain point (Oleh generates 15-20 variants, we test the strongest). We check landing pages for speed and conversion — traffic to a slow page = wasted budget.Launch and algorithm training
We start in a controlled way and let Smart Bidding gather data. The first 2 weeks are the learning phase: we don’t “tweak” campaigns every day, but we keep a finger on the pulse.Weekly optimization and scaling
We clean up search queries, add negative keywords, and reallocate budget toward what brings leads. We scale the winners. Every month — a report with the numbers: leads, CPL, ROAS, revenue.Transparency, guaranteed. The ad account is yours, and you see the budget in real time. No “in-house” accounts where you lose your data and optimization history once we part ways.
Google Ads campaign launch checklist
What has to be ready before launch so you don’t burn budget:
Tracking before launch
Conversion Tracking in Google Ads, GTM, GA4 with correct goals, Consent Mode v2, offline conversions from CRM, call tracking.Campaigns and budget protection
Intent-based structure, negative keywords, remarketing audiences, Merchant Center for products, automated rules against waste.What’s included in Google Ads management
The full cycle — from the first audit to weekly optimization. All within one team.
Search advertising (Search)
Campaigns for commercial queries: “buy”, “order”, “price”, “service + city”. Structured by intent, with negative keywords and A/B-tested ads. The hottest traffic — people who are already searching for you.Performance Max and smart campaigns
Launching and properly configuring PMax: feeds, audiences, conversion signals, excluding branded traffic. We control the algorithm instead of handing the budget over “to run on its own”.Shopping advertising (Shopping / Merchant Center)
Merchant Center setup, product feed optimization, Shopping campaigns for online stores. Product cards with price and photo — the highest conversion in e-commerce.Display, video and remarketing
YouTube Ads, the Display network, remarketing to people who visited the site but didn’t buy. We bring back the “warm” audience for pennies compared with cold traffic.Analytics and conversion tracking
GA4, Google Tag Manager, goal and event setup, importing offline conversions. A Looker Studio dashboard. Optimization is impossible without accurate conversions.Budget protection
Negative keywords, automated rules that pause underperforming ads, bot-traffic control, excluding irrelevant placements. We save 15-30% of the budget in the first 60 days.What is PPC and how the Google Ads auction works
Pay-per-click (PPC) means ads in Google that you pay for only when someone clicks — not when they see it. A person types a query, and in a fraction of a second Google runs an auction to decide whose ad shows higher.
Your bid isn’t the only thing that sets position. Google calculates Ad Rank = bid × Quality Score (ad quality, relevance to the query, landing page experience). So an ad with a lower bid but higher quality often sits above a competitor and pays less per click. A profitable account is built on relevance, not on raising the bid.
| Term | What it means in plain words |
|---|---|
| Bid | the most you’ll pay for a single click |
| Quality Score | a 1–10 rating of how relevant your ad and landing page are to the query |
| Ad Rank | the final score that sets your position: bid × quality |
| Match types | broad / phrase / exact — how tightly the keyword matches the query |
| Negative keywords | words you don’t want to show for; they cut junk traffic |
| Search terms | the real phrases people typed to trigger your ad — the source of new negative keywords |
Next — which campaign type fits which job.
Google Ads campaign types — when to choose which
Search, Performance Max, Shopping, YouTube Ads, Demand Gen, Display and remarketing — for different jobs. At the start it’s almost always Search; we add the rest once there’s conversion data and a product feed.
| Type | What it is | When to choose | Control |
|---|---|---|---|
| Search | text ads on a search query | services, hot demand, exact keywords | maximum — you see queries and bids |
| Performance Max | auto campaign across all Google networks | e-commerce with a feed + remarketing, has conversion data | low — the algorithm decides, needs audience control |
| Shopping | product cards with price and photo | online stores, comparing products by price | medium — via Merchant Center and the feed |
| YouTube Ads | video ads on YouTube and the video network | reach, demand, video remarketing | medium — audiences and placements |
| Demand Gen | visual ads in YouTube, Gmail and Discover feeds | demand creation, close to social | medium — creatives and audiences |
| Display | banners on Google partner sites | reach, awareness, cheap impressions | medium — placements and exclusions |
| Remarketing | bringing back people who already visited | warming up carts, repeat sales, LTV | high — audience segments and scenarios |
Merchant Center is a must for Shopping and product PMax: the product feed (title, price, availability, photo) is uploaded there. Feed setup is included in launch.
Who gets the most out of advertising with us
The biggest impact comes where there’s margin to acquire a customer and a clear product.
Online stores (e-commerce)
Shopping + Performance Max + abandoned-cart remarketing. We work toward ROAS and cost per order. We have experience with Merchant Center and product feeds.Services and B2B (lead generation)
Search advertising for hot commercial queries + landing pages built for the lead. We calculate the cost per lead and bring it down to a profitable level.Local business
Advertising tied to a city/district, calls straight from the ad, Google Business Profile. “Service + city” — the cheapest hot lead there is.Mobile apps (UAC / App campaigns)
Campaigns for installs and in-app target actions. We work alongside our mobile team — from ASO to advertising.Launching a new product
A quick demand test through advertising before full-scale SEO. In 2-3 weeks we see whether there’s demand and at what cost.Google Ads for your niche
Where ads pay off in the first months:
eCommerce
Shopping + Performance Max + abandoned-cart remarketing, working toward ROAS and revenue.Services & B2B
Search on high-intent queries, lead-gen, long sales cycle, call tracking.SaaS
Sign-ups and demos, focused on lead quality and LTV, not just CPA.Law firms
Expensive clicks kept in check, tight intent, call tracking.Clinics & healthcare
Local targeting, bookings, topic restrictions handled.Developers & real estate
Lead-gen per property, long cycle, remarketing.Manufacturers
B2B queries, long cycle, precise intent.International campaigns
Multi-market, multiple languages and currencies, Consent Mode for EU.How much Google Ads management costs
You pay for management — separate from the ad budget (you pay the budget to Google directly from your own account). Setup from scratch is a one-time fee from $300.
For small businesses with a budget up to $2,000/mo. One or two campaigns, focused on leads.
- Setup from scratch (from $300 one-time)
- Search campaign + negative keywords
- Conversion tracking + GA4
- Basic remarketing
- Optimization twice a month
- Monthly report
For businesses with a budget of $2,000–10,000/mo. Several campaign types, weekly optimization.
- Everything in Start
- Search + Performance Max + Shopping
- YouTube / Display + remarketing
- A/B testing of ads and landing pages
- Looker Studio dashboard
- Weekly optimization
- Report + strategy call every month
For large stores and budgets from $10,000/mo. Multiple markets, complex feeds, a dedicated specialist.
- Everything in Growth
- Multiple countries / languages
- Complex product feeds + automation
- Offline-conversion import + CRM
- Dedicated specialist + analyst
- Real-time dashboard
- Weekly calls
A fair promise. In the first 60 days we’ll save 15-30% of the budget on irrelevant clicks — or we’ll refund the first month’s management fee. The ad account always stays yours.
10 common Google Ads mistakes — and how we close them
This is where the budget leaks most often. For each one — what we do so it doesn’t happen.
No negative keywords — you pay for junk traffic
“free”, “DIY”, “jobs”, irrelevant cities. Without cleaning up search queries, up to 30% of the budget goes to clicks that will never buy. We maintain negative keywords weekly.
Conversions aren't set up or are broken
If Google can’t see what brings leads, Smart Bidding optimizes “blindly”. We check and set up accurate conversion tracking before any scaling.
Performance Max “eats” branded traffic
PMax loves to take credit for cheap branded clicks and show a “pretty” ROAS. We set up brand exclusions so we can see real performance on a new audience.
Traffic to a slow or non-converting landing page
You can set up advertising perfectly, but if the page loads in 6 seconds or doesn’t lead to a request, the budget burns. We check landing pages before launch.
Everything in one campaign
No structure for different intents and margins, so the budget gets diluted. We split into logical campaigns with separate budgets and bids.
Broad match left unchecked
Keywords catch everything and money leaks to irrelevant queries. We keep match types under control and clean search terms every week.
Smart Bidding switched on too early
With no conversions to learn from, it optimises blind for the first weeks. We gather data first, then hand it to the algorithm.
No remarketing
You pay for the first visit and let 95% of traffic go for good. We bring them back with remarketing and Demand Gen — the cheapest leads you’ll get.
Ads and pages never tested
One version of the copy, zero A/B, so CTR and conversion sit still. We test headlines, offers and pages on a regular basis.
Decisions made on clicks, not money
‘CTR went up’ isn’t ‘more sales.’ We look at ROAS and cost per lead, not the metrics in between.
An audit shows everything. In a free audit we’ll find exactly where your budget is leaking — even if you’re not planning to work with us.
When you’ll see results
Advertising delivers traffic from day one — but it builds controlled performance in stages.
First leads + learning phase
Campaigns go live, the first clicks and leads come in right away. Smart Bidding gathers data. We don’t judge performance in the first 2 weeks — the algorithm is still learning.
Cost per lead drops
We clean up queries, turn off what isn’t working, and reallocate budget. CPL usually drops by 20-40%, and conversions grow on the same budget.
A predictable flow of leads
We know the cost per lead and per customer, scale the winners, and add new campaign types. Advertising becomes a predictable sales channel with a known ROAS.
How we measure success: 3 metrics that show the money
No “impressions” or “clicks” in the main report. Only what affects your profit.
How much revenue each currency unit invested in advertising brings in. The key metric for e-commerce.
How much a single request/lead costs. The key metric for services and B2B.
How much it costs to acquire one buyer, factoring in the lead-to-sale conversion.
Tracking and analytics: without it, ads run blind
We won’t launch ads until we can see where the money comes from. We set up the full loop:
GA4 and conversions
Correct goals, events and conversion import into Google Ads, so Smart Bidding learns on the right data.Server-side GTM
Server-side tracking against data loss from blockers and browser limits.Consent Mode v2
EU-compliant consent without losing measurement — required for EU traffic.Offline conversions
We push closed deals from your CRM back into Google Ads, so ads learn on real profit.Call tracking
Calls counted as conversions, so phone leads don’t slip through.End-to-end analytics
Spend divided by revenue per campaign and keyword — you see what makes money, not just clicks.Why clients trust us with their advertising
Official Google Partner
Google Partner status + the full Google Ads 2026 certification stack (Search, Shopping, Display, video, performance measurement). Access to beta tools before public release.
Verify the status in Google Partners →
We think about money, not clicks
Before launching, we calculate the unit economics. If advertising won’t pay off — we’ll say so honestly and suggest a different channel. $1,000,000+ in revenue generated for clients.
Advertising is part of the full cycle
Alongside it: SEO, landing-page development, analytics and mobile apps. We don’t pour traffic onto a broken page — we can fix it ourselves.
Frequently asked questions
What ROAS counts as profitable for me specifically?
It depends on your margin. Break-even ROAS = 1 / margin. At a 25% margin, the break-even ROAS is 4.0 ($4 of revenue per $1 of ad spend just to break even). At a 50% margin, break-even ROAS = 2.0. So a “good ROAS” isn’t a universal number — it’s your margin plus the profit you want. In the audit we calculate your break-even point before launch.
Why can't we start with a minimal budget?
Smart Bidding (Google’s automated bidding) learns from conversions. To exit the learning phase, a campaign needs around 30 conversions in 30 days. If the budget yields 3-5 conversions a month, the system can’t learn, bids swing, and money goes into testing. So we calculate the minimum budget from your target cost per lead x ~30, not from “what we can spare”.
How much budget do you need for Google advertising?
It depends on the niche and the competition. To test demand in services — from $300-500/mo of ad budget. For e-commerce, usually from $1,000/mo so the algorithm has enough data. In a free audit we’ll calculate the minimum budget for your specific niche and margin.
How is the management fee different from the ad budget?
These are two separate amounts. You pay the ad budget to Google directly from your own account — that money goes toward showing your ads. The management fee (from $500/mo) is our work: setup, optimization, analytics, reports. The account is always yours.
When will the first leads come in?
The first clicks and leads come in from the very first day of launch. But the first 2 weeks are the algorithm’s learning phase, so we assess real performance from week 3 on. Cost per lead usually drops by 20-40% over the first 2 months of optimization.
Who owns the ad account?
You do. We set up advertising in your Google Ads account — you see the budget and statistics in real time. After our work ends, the entire account, history and settings stay with you. No “in-house” accounts where you lose your data.
Advertising or SEO — which to choose?
Advertising delivers traffic immediately, but it works only as long as you pay. SEO delivers traffic for free, but it takes 3-6 months to gain strength. The best approach is both: use advertising to test demand and keywords while you build SEO in parallel. On a call we’ll advise where you specifically should start.
Can I run the advertising myself using your audit?
Yes — the audit will show specific problems and growth points, and you can fix them yourself. But Google Ads gets more complex every year (Performance Max, Smart Bidding), and a mistake in conversion setup costs real budget. The audit is free, with no obligations.
How does Google Ads work?
You set keywords, audiences and budget, and Google shows your ads in an auction based on relevance and bid. You pay per click, and we optimise for leads.
What is Performance Max?
Google’s AI campaign across every channel at once. Powerful, but it needs brand and asset control, or it burns budget.
How is Search different from Shopping?
Search is text on a query. Shopping is a product card with price and photo for e-commerce. They often run together.
How does Smart Bidding work?
The algorithm sets your cost per click toward a goal (Target CPA or ROAS) using conversion data. We set the goals and keep control.
How do you improve Quality Score?
Relevance across query, ad and landing page, plus negative keywords and a fast page. A higher QS means cheaper clicks.
Why negative keywords?
So you don’t show up on off-target queries and waste budget on “free”, “DIY” or competitor searches.
Do you work with GA4 and server-side tracking?
Yes — we set up GA4, events, conversions and server-side GTM against data loss.
Do you set up Consent Mode v2?
Yes, and it’s required for EU traffic: compliant consent without losing measurement.
Do you push offline conversions from CRM?
Yes — closed deals go back into Google Ads, so the algorithm learns on real profit, not clicks.
Clients we run ads for
Stores and services where paid traffic works alongside the site and analytics.
AquaPro
An online store of pool equipment — product ads and Shopping across the catalog. Per Google Ads data: 5–7× ROAS steady for 3 years, 32,828 orders, ~$1.5 CPA, 3.5 years running non-stop.
View case →
Tikkurila Shop
A paint store — Performance Max and Shopping driven by the product feed and seasonal demand.
View case →
Fintech · B2B (anonymised)
Lead generation in fintech: search ads on core B2B services, expensive clicks kept in check.
DP · niche perfume
Niche perfume brand — search and brand defence. 17.7% brand CTR, up to 60% on exact-brand, 72k clicks, 91% of traffic on mobile.
Nationall · event venue
Event venue in Toronto (weddings, banquets) — international account management for an English-speaking market. $117k budget managed, 12.4M impressions, CA$1.53 CPC, 2.5 years running.
A word from the specialist who’ll run your advertising
“I’m not interested in how many clicks you have. All that matters is how much you earned thanks to the advertising. I dive into a project as deep as the Mariana Trench: niche, audience, margin, competitors. Whoever owns the information owns the result. Advertising should bring in money, not painted-on metrics.
Oleh BeliakovHead of Ads · chyzh.agency · 7+ years · full Google Ads 2026 cert stack · $1M+ in client revenue
Advertising is just one part of the funnel
The strongest results come when advertising works together with SEO, landing pages and analytics. All within one team.
SEO promotion →
Free organic traffic in Google. Advertising tests demand, SEO makes it cheaper over the long run.AI SEO / GEO / AEO →
Visibility in ChatGPT, Gemini, Perplexity and Google AI Overviews — a new channel where competitors aren’t working yet.Landing-page development →
A fast, conversion-focused page built for advertising. Traffic to a broken landing page = wasted budget.Marketing strategy →
If you need the full plan: advertising + SEO + content + analytics, turnkey.PPC or SEO — which to choose
Short answer: need leads now — PPC; building an asset for years — SEO. They work strongest together.
| PPC (Google Ads) | SEO | |
|---|---|---|
| First leads | within 1–2 weeks of launch | in 3–6 months |
| Payment | you pay per click | investment in content and links |
| If you turn it off | traffic stops the same day | the effect holds for months |
| Control | full control of budget and geo within an hour | depends on Google and competition |
| When to choose | launch, season, offer test, fast sales | steady flow and lower lead cost over time |
In practice we often run both: PPC brings leads now, SEO lowers their cost over time. And your landing page plus end-to-end analytics matter just as much to both.
Ready to find out whether advertising will pay off?
A free ad audit + a 30-minute call. We’ll find where the budget is leaking, calculate the minimum budget for your niche, and give you an honest answer — whether it’s worth launching or not. No obligations.