We run ads on Google and Meta and set them up so your budget turns into measurable leads or sales. With copy in your customers' own words and a report anyone can read.
A real analysis from the platform: which openers resonate with the audience. Profiles replaced.
Stoani
Structure first, then budget.
What are performance ads?
In plain wordsPerformance ads are paid ads on Google and Meta that are not judged by clicks or reach, but by how many leads or sales they bring and what each one costs.
Like a shop with a till
A full shop does not help if nobody buys. We do not count visitors, we count what reaches the till: cost per lead.
In your customers' words
The ad copy comes from what your customers write themselves in forums, comments and reviews, not from guesswork.
Test small, then scale
We start with a test budget, see what works and only then spend more on it.
The key campaign types
Which ones fit depends on audience, industry and buying stage. We only recommend what your data supports.
Aspect
Best for
Google Search
Active demand: people searching for exactly what you offer
Performance Max
Several Google channels in one campaign, good for scaling once tracking and data are solid
Google Shopping
Shops: products with image and price right in the search results
YouTube and Display
Build awareness and re-engage visitors
Meta lead campaigns
Services and B2B: leads directly in Instagram and Facebook
Meta conversion
Shops: optimized for purchases, with pixel and Conversions API
Retargeting
Bring back visitors and cart abandoners
How we work
Five steps from the current state to ongoing reporting. A/B tests for copy and creatives are standard.
01Aron
Check the current state
Review existing campaigns, tracking and budget split. Which ads do your competitors run?
Result: gaps in account and tracking
02Fini
Personas from customer voices
Forums, comments and customer feedback turn into personas with real problems, wording and openers.
Result: messages per audience
03Stoani
Build the campaigns
Clean account structure, suitable campaign types and bidding, conversion tracking set up properly.
Result: campaigns with a test budget
04Ulli
Matching landing page
The ad leads to a page that delivers exactly what the ad promises.
Result: more leads per click
05Murmel
Optimize and report
Weekly optimization, results anytime in the platform, with a recommendation for the next budget.
Result: cost per lead per campaign
Google Ads or Meta Ads?
It depends on whether your customers already search for you. A simple guide that we check against your data in the first call.
Google Search
Customers already search
Someone typing "tax advisor Vienna" wants to act now. Search ads capture that demand, with the highest purchase intent.
Shopping and Performance Max
Clear products
For shops: products with image and price right in search. Performance Max spreads the budget across several Google channels.
Meta Ads
Nobody searches yet
If your offer is new or needs explaining, ads on Instagram and Facebook create the demand in the first place.
Retargeting
Almost bought
Reach visitors who have been there before. Possible on both platforms and usually a good place to start.
What you get
Murmel
Every lead matched to an ad.
Your ad account stays yourswe work with access to your account, and it remains yours after the contract ends
Clean trackingconversions set up properly so leads are matched to the right ad
Weekly optimizationbids, copy and audiences, with traceable changes
Report in the platformspend, leads and cost per lead, visible anytime
Automated reportsweekly or monthly, with clear recommendations for the next budget
FAQ about performance adsIncluding the questions for which AI cites other providers today.
What are performance ads?
Paid ads on Google and Meta that are measured by how many leads or sales they bring and what each one costs, not by clicks or reach.
What do Google Ads and Meta Ads cost?
There are two items: the ad budget, which goes directly to Google or Meta, and our management. What a click costs depends heavily on industry and competition. In the first call we estimate a realistic test budget with your data and only scale what demonstrably brings leads.
What alternatives to Google Ads are there?
Meta Ads on Facebook and Instagram when demand first needs to be created, Microsoft Advertising for Bing search, LinkedIn Ads for B2B audiences and ChatGPT Ads for questions in conversation. Which fits depends on where your customers search and how much explaining your offer needs. ChatGPT ads
When does Google make sense, when Meta?
Google when your customers already actively search for your offer. Meta when the offer is new, needs explaining or works strongly through visuals. Often both complement each other: Meta creates demand, Google captures it.
How is success measured?
By leads or sales and the cost per lead, for shops by revenue per ad euro. We look at clicks and impressions, but we do not judge by them.
How fast will I see results?
With search ads, the first clicks and leads often come in the first week. Then follows an optimization phase of about two to four weeks, in which we use a test budget to find out what works.
Who owns the ad account?
You do. We work with access to your own account. If we stop working together, account, campaigns and data stay with you.
How often do you optimize and report?
We optimize weekly. You see the numbers anytime in the platform, plus an automated report, weekly or monthly, with recommendations for the next budget.
Should I run ads or invest in SEO?
Ideally both. Ads bring visibility immediately but cost money on every click. SEO and GEO build visibility that lasts without ongoing click costs, including in AI answers. SEO and GEO
Are there ads in ChatGPT too?
Yes. ChatGPT ads lead to the same landing page as your Google ads and are measured separately. ChatGPT ads
What is Google AI Max?
AI Max is not a new campaign type but a feature you switch on in existing Search campaigns. It has three parts: search term matching, so ads also show for relevant queries without their own keyword, text customization from your website and ads, and final URL expansion, where Google picks the most relevant page as the destination. Google help on AI Max
Google AI Max or Performance Max: what is the difference?
Performance Max is a separate campaign type that runs across all Google channels, such as Search, YouTube, Display and Shopping. AI Max stays inside the Search campaign: keywords, ad groups and reports remain, and the AI extends queries, texts and landing pages. For Search campaigns with keyword control AI Max usually fits, for shops with a product feed often Performance Max.
What does Google AI Max cost?
AI Max itself costs nothing extra. You pay per click from your ad budget as before. Because AI Max opens up more queries, spend can rise. According to Google, AI Max is not effective when a campaign is limited by budget.
Which AI Max settings in Google Ads matter?
Mainly three: URL exclusions, so unsuitable pages like careers or blog are not chosen as destinations, brand settings that define which brands ads may appear with, and checking the tracking template, because according to Google dynamic landing pages can otherwise lead to error pages. Final URL expansion only works together with text customization. Google help on AI Max
What happened to Dynamic Search Ads?
From September 2026, Google automatically upgraded campaigns using Dynamic Search Ads, automatically created assets and the campaign level broad match setting to AI Max. New Dynamic Search Ads campaigns can no longer be created. If you are affected, check the search terms report and landing pages. Google announcement
What experience is there with Google AI Max?
Google reports an average of 7% more conversions or conversion value at similar cost when all three features are on instead of search term matching alone. Those are Google’s own figures. We therefore test AI Max as an experiment against the existing campaign and judge it by leads and cost per lead, not clicks. Google announcement
