\n| Video (YouTube)<\/td>\n | reach and branding<\/td>\n | larger budgets, brand building<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n For most businesses the search campaign<\/strong> is the right start: clearly measurable, high intent, manageable to steer.<\/p>\nWhen Google Ads pays – and when it doesn’t<\/h2>\nAdvertising pays when there is active search demand for your service, your offer meets a clear willingness to pay, and the value of a customer supports the acquisition cost. For emergencies, easy-to-grasp services with clear searches, and high-value projects, it is ideal.<\/p>\n Google Ads fits less well when nobody searches for your offer (then Meta or content is better), when the margin is too small for the click prices, or when neither website nor availability is in order. In those cases, fix the basics before spending budget.<\/p>\n Budget and bidding strategy<\/h2>\nStart not with “how much budget?” but “what can an enquiry cost?”. Customer value and close rate give you a maximum price per enquiry – and from that, a sensible budget. Begin with manual or conservative automatic bidding, gather conversion data, and only switch to goal-based strategies (target CPA\/ROAS) once there is enough data.<\/p>\n No success without measurement<\/h2>\nThe most common and costly mistake is missing or wrong conversion tracking. Without measurement, Google optimises toward clicks instead of customers. Before the first euro, set up: form completions, calls (from ad and website) and – in e-commerce – purchases with revenue. Only then do you know which search terms and campaigns pay.<\/p>\n |