Pay-per-click advertising · Search and Shopping campaigns · Measured in GA4
Good Google Ads management puts you in front of people who are searching for exactly what you offer, at the moment they are ready to call or buy. At AMS.AL we build and run campaigns for businesses that want every part of the budget to turn into measurable enquiries: carefully chosen keywords, clear ads, landing pages that convince and accurate conversion tracking. Since 2015 we have handled websites, SEO and marketing under one roof, so your ads never sit apart from the rest of your online presence.
48 h
First answer
Every enquiry gets a reply within 48 working hours
GA4
Conversion tracking
Calls, forms and purchases measured in Google Analytics 4
2015
Online since 2015
Websites, SEO and advertising under one roof
Your account
Full ownership
The ads account and its data stay in your business's name
Many businesses have tried Google Ads at least once. They open an account, write two or three ads, pick a handful of broad keywords and let the campaign run on its own. A few weeks later the budget is gone, the clicks were plentiful and the phone barely rang. The usual conclusion is that search ads do not work in this market. In reality the channel is rarely the problem; the way the campaign was set up is.
Every search on Google triggers an auction. Google decides which ad appears and what a click costs by looking not only at your bid, but also at how relevant the ad is to the search and how useful the page behind it is. That means a well-built campaign can pay less per click than a competitor with a bigger budget, and a badly built one pays dearly for visitors who never buy. This is where Google Ads management earns its keep.
The table below compares the usual way of running ads with our approach to Google Ads management. A simple campaign is not always wrong; for a short test it can be enough. But when ads have to bring customers month after month, at a cost you know and control, the difference shows quickly.
| Criterion | The usual way | AMS.AL |
|---|---|---|
| Keywords | Broad keywords with loose matching, showing the ad for searches unrelated to the business. | Keywords chosen by buying intent, with negative lists that exclude wasted searches. |
| Structure | One campaign with every service mixed together and one ad for everything. | Campaigns and ad groups split by service, city and language, with ads written for each group. |
| Tracking | Clicks and impressions are counted, but calls, forms and purchases are not. | Conversions set up in GA4 and Google Ads, so you know what every real enquiry costs. |
| Landing page | Every ad sends the visitor to the home page, where they must find what they searched for. | Each ad group leads to the page that answers the search, with one clear call to action. |
| Budget | Spend is spread evenly across the day and every area, regardless of results. | Budget moves towards the hours, devices and areas that bring enquiries, based on real data. |
| Reporting | Screenshots full of figures that do not explain what happened or why. | A plain-language monthly report: what worked, what we changed and what comes next. |
When ads are measured in enquiries and sales, the budget stops being a vague expense and becomes an investment you can raise or lower deliberately. If you know what an enquiry from your ads costs and how many enquiries turn into customers, you can decide calmly how much to invest next month. That clarity is the whole point of our Google Ads management.
Ads work best as part of a wider plan. As a marketing agency we connect campaigns with social media, content and SEO, so a visitor who meets you in one channel finds you again in the next.
Google Ads is not a single product. One account can hold text ads in search results, products with photo and price for an online store, banners on other websites and videos on YouTube. Each campaign type has its own role, and not every one fits every business equally well.
Below are the four main campaign types our Google Ads management sets up and runs. We usually start with the one that brings enquiries fastest for your business and add the others when the data says they are worth it.
Search ads appear above or below the organic results when someone types a phrase related to your business, such as "dentist in Tirana" or "air conditioner repair Durrës". This is the moment of clearest intent: the person has a need right now and is looking for someone to call. That is why search campaigns are almost always our starting point.
The core work is choosing keywords and writing ads that answer them precisely. We use responsive search ads with several headlines and descriptions, plus assets with your phone number, address and links to key pages, so your ad takes up more space and gives more reasons to click.
Best for: Local services, professionals and businesses that want calls and quote requests.
For online stores, Shopping ads show the product with its photo, name, price and store name directly on Google. They need a tidy product feed in Google Merchant Center, with clear titles, accurate categories and up-to-date stock. Many problems with these campaigns start in the feed, not in the ads.
Performance Max uses the same feed and goals to appear across Search, Shopping, YouTube, Display and Gmail from one campaign. It is powerful, but it needs accurate purchase tracking and good signals; without them the system optimises towards the wrong thing. We connect it to WooCommerce and watch it closely.
Best for: Online stores with a product catalogue that want measured sales, not just visits.
Most visitors do not buy on their first visit. They compare, think it over and leave. Remarketing lets you show an ad again to people who visited your site while they read news, watch videos or use apps, so they remember you when they are ready to decide.
The Display network can also build awareness with new audiences, but it needs care: without good limits, ads can appear on low-quality placements. We set frequency caps, exclude weak placements and respect cookie consent through Consent Mode and GDPR rules.
Best for: Businesses with steady website traffic and buying decisions that take a few days.
YouTube is where people learn how a product works before they buy it. A short video that shows the problem and the solution in the first seconds can introduce your business to an audience with a real interest in your field.
We target video campaigns by interests, topics, channels and remarketing lists, and measure them by views, clicks and later conversions. If you have no video yet, we help you plan a short, practical message that suits the format.
Best for: Brands that want to be known and products that are easier to show than to describe.
A good campaign does not start with ads, but with the question of what success means for your business. Our Google Ads management follows five steps, and at each one you know exactly what we are doing and why.
If you already have an account, we analyse it: where the budget goes, which searches bring clicks, whether conversions are tracked and what can be improved straight away. If you start from zero, we talk about the services to promote, the areas you cover, your ideal customer and what an enquiry is worth to you.
At the end of this step we agree on one clear goal, such as calls, quote requests or online sales, and on how we will measure it.
What you receive
With Keyword Planner and knowledge of the local market, we pick the searches that show buying intent and separate those that only seek information. We also prepare the first negative keyword list, so ads do not appear for unrelated searches.
Then we build the structure: campaigns by goal and area, ad groups by service, so every search gets the most fitting ad and page.
What you receive
Before a single click is paid for, we set up tracking: forms, clicks on your phone number, calls from ads, WhatsApp messages and purchases. We link Google Analytics 4 to the ads account and check that every event is counted only once. No Google Ads management is worth much without this step.
For visitors from the European Union we set up Consent Mode, so tracking respects their cookie choice.
What you receive
We write the ads for every group, with headlines that echo the search and a clear reason to click. We check the landing pages: speed, clarity of the offer and ease of contact. When a page does not match the ad, we propose changes or a new page.
The campaign launches with a controlled budget and extra attention in the first days, when the first real searches come in.
What you receive
Every week we read the search terms, add negative keywords, adjust bids and test new headlines. Every month you receive a simple report with enquiries, cost per enquiry and the next steps of your Google Ads management.
When the data is sufficient, we expand with remarketing, Shopping or video, always keeping what already works.
What you receive
After many years of working with ads, a few principles repeat themselves in every account. They are not secrets, but they separate a campaign that pays for traffic from one that brings customers, and they are the backbone of sound Google Ads management.
Google gives every keyword a quality rating from 1 to 10, based on three things: how likely people are to click the ad, how closely the ad matches the search and how good the experience on the landing page is. This rating directly affects your position and the price you pay per click.
In practice, small and focused ad groups, ads that repeat the searched phrase and pages that load quickly are not just tidy habits: they lower the cost of every enquiry.
The way you write a keyword decides which searches trigger the ad. Broad match brings more traffic but also more wasted searches; exact match brings less, but cleaner traffic. We usually start with phrase and exact match and open up gradually once we have purchase data.
Google offers automated strategies such as Maximize Conversions and Target CPA, which set a bid for every auction. They work well when they have enough accurate conversions to learn from. In a new account or one with little data, we start more cautiously and move to automation when the system has something to learn.
Automation does not replace judgement. It optimises towards whatever you tell it is a conversion, so wrong tracking sends the budget in the wrong direction, even when the numbers look good.
The ad brings the visitor; the page persuades. A page that loads slowly on a phone, does not repeat the offer of the ad or hides the phone number wastes many of the clicks you paid for. Google measures this as part of quality, so it affects cost as well.
When the existing page is not enough, we improve it or build a dedicated one together with our web development team, with a single aim: to turn the visitor into an enquiry.
Clicks and impressions are easy to grow, but they do not pay the bills. We measure campaigns with the metrics that connect to your business and show them to you openly.
For every campaign we choose one main metric and a few supporting ones. For a service business, the main metric is usually cost per enquiry; for an online store, revenue from ads compared with ad spend.
We combine Google Ads and Google Analytics 4 data in a Looker Studio dashboard you can open whenever you like. It shows spend, enquiries, cost per enquiry and the trend week by week, without logging into the ads interface.
When you tell us which enquiries became customers, we can feed that back into the campaigns, so the budget goes to the searches that bring real work, not just form submissions.
Each month you get a short report with a clear explanation: how the month went, what we changed, what we learned and what we propose next. If something is not working, we say so and propose a change, not excuses. The account, the data and the history always remain yours, which is how transparent Google Ads management should work.
We have grouped our Google Ads management into three levels, so it is easy to see where to start. They are not rigid packages: each one is adapted to your market, the number of services and your goals. Use the finder below to see which level is closest to your needs.
One search campaign, set up properly from the start.
Best for: Local businesses that want calls and enquiries for one or a few services.
Several campaigns working together for more enquiries.
Best for: Businesses competing in several cities or with many services that want to grow in control.
Advertising at scale, for stores and multiple markets.
Best for: Online stores, business chains and companies advertising in several languages or countries.
Pick what describes your business and goals, and we will show the level that fits best.
Choose one or more options to see the recommendation.
We do not publish fixed prices, because every market and every goal needs different work. After a short conversation we send you a free, no-obligation proposal. The ad budget is paid directly to Google and stays separate from the management fee.
There is no single figure. The budget depends on what clicks cost in your field, the area you cover and how many enquiries you want. In the first conversation we use Keyword Planner to estimate costs and propose a starting budget that is enough to collect useful data.
It is better to start with a controlled budget in one focused campaign than to spread the same budget in many directions.
Ads can appear within a few days of approval, so the first clicks and enquiries come quickly. Still, the first weeks are a learning period: we see the real searches, remove the wasted ones and adjust bids. A stable picture of cost per enquiry usually forms after a few weeks of work.
The account is created or kept in your business's name, with your payment method. We work through manager access, so if you ever decide to stop working with us, the account, the campaigns and the whole data history stay with you.
Ads bring visitors immediately and stop when the budget stops; SEO takes longer but builds traffic that keeps coming. For many businesses the combination works best: Google Ads management for today's enquiries and SEO services for long-term visibility on Google.
Campaign data also shows which keywords bring customers, which is valuable input for an SEO strategy.
Yes. Google Ads lets you target a country, a city, a radius around your address or chosen areas. You can also limit the hours and days when ads run, for example only when someone can answer the phone.
Not necessarily. It is often enough to improve the existing pages: speed, headings, the form and the call to action. When a page cannot match the ad, we propose a dedicated landing page, which usually lowers the cost per enquiry.
Because we measure it. Forms, phone clicks, calls from ads and purchases are recorded as conversions in GA4 and in the ads account. The report shows how many enquiries came from each campaign and from which searches.
Yes. We connect the WooCommerce catalogue to Google Merchant Center, set up purchase tracking with order values and build Shopping or Performance Max campaigns. We also make sure product titles and categories are clear, because they strongly influence the quality of these campaigns.
You can pause or lower the budget whenever you like. We only advise not to cut a campaign during its first learning weeks without looking at the data together, so the decision rests on facts. Everything we built stays in your account.
Tell us what you offer, where your customers are and what success means to you. Within 48 working hours we reply with the first steps and a free, no-obligation proposal for your Google Ads management. To get to know us better, read our story and how we work.
If ads are only one part of your plan, we can combine them with online marketing on social media and content, so each channel strengthens the other.
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