Search engine advertising (SEA): visible at the moment of the search
Ads that work: we develop your SEM strategy, run campaigns on Google Ads and Bing Ads, and make sure every click counts.
Why SEA needs a strategy
Systems like Google Ads are complex. However much Google suggests to advertisers that it is all simple, it takes a lot of knowledge and experience to run ads that genuinely perform.
So with us the strategy comes before the campaign setup, on Google Ads, on Bing Ads or as part of comprehensive search engine marketing. It supplies audiences, keywords and bidding strategy. The delivery supplies ads that appear exactly where people search. That creates visibility you can measure, rather than impressions without a result.
The building blocks
SEA & SEM strategy
Audiences, campaign structure and bidding strategy for Google Ads, Bing Ads and Performance Max, matched to goals and budget, with clear KPIs and transparent reporting.
Campaign delivery & optimisation
From ad creation to tracking across Google Ads, Bing Ads and Shopping Ads: campaigns that run, and keep getting better.
Tracking, Merchant Center & analytics
Clean conversion tracking across Google Ads and Analytics, plus the Merchant Center connection for Shopping Ads and Performance Max campaigns.
How an SEA project runs
First conversation
Clarify goals, audiences and budget. The campaign strategy follows from it.
Setup & tracking
Set up accounts, campaign structure and conversion tracking: the basis for reliable data.
Test phase & optimisation
Here we work our way towards optimal performance step by step. Ads do not run smoothly from day one; there is a lot to set and adjust.
Ongoing operations
Regular review and optimisation. Once the optimal setup is found, campaigns can run consistently well.
The work does not end at launch. We evaluate campaigns regularly, test new ad variants and adjust budgets to performance. As a rule we take on the ongoing work too: new promotions, topics and products keep generating new campaigns, and new ad formats and features need watching.
Often we work as sparring partners for in-house marketing teams: the first port of call for questions about Google Ads, Bing Ads and search engine marketing generally, for budget planning and for coordination with channels such as SEO and content marketing. If you want to build SEA yourself, we run a training built around your own account.
An honest word
More budget does not automatically mean more result. SEA only works with clean tracking through Analytics and Merchant Center, a clear structure and continuous optimisation. That is exactly what we deliver: campaigns that bring revenue, not only clicks.
Frequently asked questions
- What is SEA?
- SEA stands for search engine advertising: paid ads in search engines such as Google that appear exactly when someone searches for matching terms.
- What is the difference between SEA and SEO?
- SEO builds organic visibility over the long term; SEA places paid ads that are visible immediately. The two channels work most strongly together.
- What is the difference between SEA and SEM?
- SEM, search engine marketing, is the umbrella term for everything done in search engines, paid and organic. SEA is one part of SEM.
- How quickly do SEA campaigns work?
- Ads are usually live within a few days. Reliable results show after the first weeks, once there is enough data to optimise on.
- From what budget is SEA worthwhile?
- That depends on sector, competition and goals. In the first conversation we estimate together what budget realistically reaches the goal.
- Do you take over existing Google Ads or Bing Ads accounts?
- Yes. We analyse the running campaigns, identify the optimisation potential and take on the ongoing work.
- Which platforms and campaign types do you work with?
- Google Ads and Bing Ads, including Shopping Ads and Performance Max. For clean tracking we connect Merchant Center and Analytics.
- What does working together cost?
- That depends on scope: from a one-off strategy to ongoing campaign management. The introductory call shows what fits you.
SEA does not work on its own
SEA delivers fast visibility, SEO builds it sustainably. Together they make a complete presence in search engine marketing.
Your contact
Project Strategist
Project strategist and netzstratege of the first hour. Building online shops since 2003, he guides digital commerce, with depth in Google Ads, Google Shopping, Merchant Center, Search Console and Analytics. In Karlsruhe he leads retail clients as project manager and consultant.
How do your Google Ads campaigns stand?
In a free 30-minute introductory call, we look at where your campaigns stand today.