Question 1

What is search advertising?

Accepted Answer

These are Google ads shown in response to users' search queries, bringing an audience already interested in your product or service.

Question 2

How fast will I see results?

Accepted Answer

PPC is one of the fastest channels: the first clicks and inquiries appear within days of launch.

Question 3

How much does campaign management cost?

Accepted Answer

We calculate the price individually for your task and niche — everyone's queries are different. The estimate is free.

Question 4

Does the campaign need ongoing management?

Accepted Answer

Yes. The best results come from continuous management: optimizing queries, bids, and ads. We take care of that for you.

Question 5

How much should I budget for ads?

Accepted Answer

It depends on the niche and the competition for your queries. After the analysis, we will give you a sensible starting figure.

Question 6

Do you show the campaign before launch?

Accepted Answer

Yes. Before launch, we present the campaign to you: the structure, queries, and ads.

Question 7

What if my ads are already running but not working?

Accepted Answer

Start with a campaign audit — it will show where the budget is leaking, before you invest any more.

Question 8

Що означає «Fast results»?

Accepted Answer

Ads start bringing people in on the day you launch — no waiting for months as with SEO.

The moment the campaign goes live, your ad appears in Google above the regular search results. Someone searching for your product right now sees you from day one.

For comparison: SEO is gradual growth. The site climbs the results over months, but afterwards visitors come without paying for every click. Ads work the other way round: you pay and people come, you stop and the flow stops at once.

first impressions — on launch day
first visits to the site — within a day or two
first enquiries — usually within the first week
a clear picture of the cost per enquiry — within two or three weeks

For the first two weeks the campaign gathers data: we watch which queries bring people in, which ads perform better, and gradually cut what does not work. That is why the cost per enquiry at the start is almost always higher than after a month.

In short: if you need clients this month, that is paid search. If you are planning a year ahead, it is worth investing in SEO as well, so that in time some visitors come for free.

Question 9

Що означає «Precise targeting»?

Accepted Answer

Your ad is shown not to everyone, but only to people who typed into search exactly what you sell.

This is the key difference from TV ads, billboards or leaflets. There you pay to be seen by as many people as possible and hope the right ones are among them. In search it is the other way round: the person has told you what they need, and you simply appear in response.

We separate queries by intent. Someone types “buy pvc windows Kharkiv” — that is a person ready to spend. Someone types “how to insulate a window myself” — it is too early to sell to them. The first group goes to a page with prices, the second can be left alone entirely so the budget is not wasted.

we target the right city or district
we choose the hours when you actually answer calls
we split queries into “ready to buy” and “just browsing”
we send people to the page they asked about, not to the homepage

The most common mistake in self-run campaigns is sending every ad to the homepage. The person searched for a specific model, landed on a shop window and left. The click has already been paid for.

Question 10

Що означає «Pay per click»?

Accepted Answer

You are charged only when someone clicks the ad and lands on your site. Impressions are free.

Your ad can appear on screen a thousand times — if nobody clicks, you pay nothing. Yet people have already seen you and the company name has registered. It is that rare case where brand awareness comes for free.

The cost per click is not fixed: it is an auction. Google compares everyone who wants to appear for that query and weighs not only the bid but also the quality of the ad and of the page it leads to. So a carefully built campaign pays less than a sloppy one — for the very same click.

the ad was seen — nothing to pay
clicked and landed — the click price is charged
the price depends on the niche: a few hryvnias in some, a few dozen in others
the better the ad, the cheaper the click for the same position

One thing to be clear about: you pay for the visit, not for the enquiry. Turning a visitor into a client is the site’s job — so before launching we always check that the page shows a price, a button and a phone number in plain sight.

Question 11

Що означає «Budget control»?

Accepted Answer

You set the daily spending limit yourself and see every hryvnia spent. The campaign cannot overspend what you allowed.

The budget is set per day. Say 300 UAH — and the ads stop as soon as that is spent. The next day they run again. This is convenient at the start: you can test the niche with a modest sum and see what an enquiry really costs.

From there decisions are made on numbers, not on gut feeling. You can see the cost of a click, how many clicks produce one enquiry, and what that enquiry costs. If it is cheaper than your profit per client, it makes sense to raise the budget. If it is dearer, we fix things first rather than pouring in more money.

a daily cap — the ads stop by themselves once it is reached
you can pause the campaign at any moment
the budget shifts between campaigns: what brings enquiries keeps running
season, weekends, a sale — spending can be raised for a few days and lowered again

A budget that is too small hurts as well: if it covers two clicks a day, no data builds up and there is nothing to base decisions on. For most niches a sensible start is a sum that buys at least 15–20 visits a day.

Question 12

Що означає «Competitor analysis»?

Accepted Answer

Before launching we look at who is already advertising in your niche, what they promise people, and how hard they compete for the same click.

Paid search is an auction and you are not alone in it. Your ad will sit next to other people’s, and the reader compares them in a second. So first you need to know exactly what you will be standing beside.

We write down what competitors put in their headlines, which benefits they lead with, whether they show a price, and where they send people. Often it turns out everyone in the niche says the same thing — and then one honest, concrete line such as “technician comes out today” is enough to stand out.

which queries competitors appear for, and which they ignore
what they promise in headlines and whether they show prices
how expensive a click is in the niche and whether your budget is enough
where their weak spot is: an awkward page, no prices, a long form

Sometimes after this review we say plainly: in this niche a click is too expensive for your budget and another channel makes more sense right now. Better to hear that before the launch than after a month of spending.

Question 13

Що означає «Negative keywords»?

Accepted Answer

This is the list of words your ad must NOT be shown for. It is what saves the budget from empty clicks.

Google shows ads not only for the exact query but for similar ones too. That is useful until it starts pulling in the wrong traffic. A door shop pays for a click from someone searching “used doors”, a repair workshop for “repair it yourself”, a course for “download free”.

Those people will never buy, yet the click is already paid for. So we cut out whole groups of words from the start, then review the report of real queries every week and add new ones — it is ongoing work, not a one-off setting.

“free”, “for nothing”, “DIY” — they want instructions, not a service
“used”, “second hand”, “cheap” — if you sell new
“jobs”, “vacancies”, “employee reviews” — these are not clients
other companies’ brand names and cities you do not deliver to

The report makes it obvious: out of a monthly budget of 8,000 UAH, about 1,200 could go to queries containing “free”. Remove the word and that money goes to people who actually intend to buy.

If a campaign was set up long ago and the negative keywords have not been touched since, part of the budget is almost certainly going nowhere. It is the first thing we check when auditing someone else’s campaigns.

Question 14

Як проходить етап «Analysis»?

Accepted Answer

We get to know your business, your niche and your buyers — before creating a single campaign in Google.

We start with a conversation: what exactly you sell, to whom, in which cities, how much you earn from one client. In parallel we look at your site through a buyer’s eyes — whether the right pages show a price, a button and a phone number in plain sight. And we study whoever is already advertising next to you.

From you we need a list of the products or services to advertise first, the area you deliver to or travel to, the hours when you actually answer calls, and access to your Google Ads account if you already have one. No account — we set up a new one in your name: the account should stay yours, even if one day you decide to work with someone else.

a talk about the niche, the buyers and profit per client
a site check: are the pages ready to receive visitors
a review of competitors already advertising for your queries
a budget benchmark that makes sense to start from

The stage usually takes a few days, and it stalls not because of us but because of the list of services with prices: the client never gets round to putting it together. So we send a short questionnaire straight away — answering a dozen questions is easier than writing a document from scratch.

You end up with a clear picture: what the competition in this niche is about, roughly what a click costs and what sum it makes sense to start with. The decision to launch is then yours.

Question 15

Як проходить етап «Search queries»?

Accepted Answer

We build the list of phrases you should be found for, and the list of words you must not be shown for.

The starting words come from your price list and your site, then we expand them with Google’s own tools: you can see how people actually word a query and how many times a month it is searched. After that we sort everything into groups — product categories separately, services separately, city-name queries separately. One group means its own ads and its own page.

From you we need a read-through of the finished list. You know the niche from the inside: what the market calls the product, which abbreviations and part numbers people use, what you definitely do not sell or repair. Half an hour of your time here saves real money: every unnecessary word you cross out is a click you will not pay for.

collecting queries from the price list, the site and Google hints
checking how many times a month they are really searched for
grouping: a separate group means a separate page on the site
a starting list of negative keywords for your niche

How long it takes depends on the range: a narrow service is a day or two, a shop with thousands of items takes longer. The delay here is almost always the same one: the list was sent and nobody read it. So we do not wait in silence — we send it with a few specific questions that only need a yes or a no.

By the end of this stage the skeleton of the campaign is visible: how many groups there will be, where to send people, and what the site is missing — a dedicated page for the most searched query, say.

Question 16

Як проходить етап «Ads»?

Accepted Answer

We write the texts so that a person sees in the ad the very words they just searched for.

Every group of queries gets its own ads, and we write several headline variants per group. The headline repeats the wording of the query, then come the specifics: delivery time, warranty, a call-out the same day. Then there are extensions — extra lines under the ad: phone, address, links to sections of the site.

From you we need the facts we are not entitled to invent: real deadlines, warranty terms, what sets you apart from the neighbours in the results. And one request: everything written in the ad has to be confirmed on the page it leads to. If it promises “from X”, that price must be there, or the click is paid for nothing.

several headline variants for each group of queries
extensions: phone, address, links to sections
each ad leads to its own page, not to the homepage
a check that the page backs up the promise in the ad

The usual delay here is not the copy but the site: it turns out that for some queries the right page simply does not exist. Then there are two options — send people to the closest page for now, or build a proper one. We lay out both honestly, with time and consequences, and the choice is yours.

The ad is the only thing a person sees before clicking. So half an hour of your attention pays off: one honest detail such as “installed on the day you order” works better than a dozen generalities.

Question 17

Як проходить етап «Presentation»?

Accepted Answer

We show you the assembled campaign in full — before the first hryvnia is spent.

The format is whatever suits you: an online meeting with a shared screen, or a document with explanations. We go through everything: which groups of queries were collected, what texts were written for them, where the links lead, which cities and hours the ads are set for, what daily cap is in place. Every point is explained in plain language — you never need to find your way around the Google interface.

From you we need a careful look and a word about where we got it wrong. The price on the site has changed, you no longer offer that service, you do not deliver to that city, nobody picks up the phone on Saturday — all of this is better fixed now. At this step corrections are free by definition: the campaign is not running and no budget is being spent.

the campaign structure and the logic behind the groups
the ad texts and the pages they lead to
targeting by area, hours, and the daily spending cap
the negative keyword list that cuts off pointless impressions

Corrections after the walkthrough are usually small — reword something, drop a few queries, change the cap; we make them quickly. The one delay here is approval waiting for the client to find the time. If a fifteen-minute call is easier for you, just say so and we will fit around that.

The campaign goes live only after you confirm it. One more thing worth separating: the ad budget is money that goes to Google for clicks, while the cost of our work is counted apart from it.

Question 18

Як проходить етап «Launch»?

Accepted Answer

We switch the campaign on and keep it under manual control for the first days.

We start on a working-day morning so the first impressions and clicks are visible straight away, rather than turning into a surprise on Sunday night. After that we open the search terms report every day — it shows which phrases Google actually displayed you for, not the ones we planned. Anything pointless that surfaces goes into the negative list at once, and bids are adjusted on the first data.

From you we need availability. Calls and enquiries start arriving almost immediately and they have to be answered: the click is already paid for, and someone who cannot get through will dial a competitor a minute later. We also ask you to watch the quality of enquiries in the first days and tell us plainly whether people were asking about what you actually sell.

a daily look at the report of real search terms
adding negative keywords as the first data comes in
testing the form and the phone: enquiries must arrive
first adjustments to bids and budget between groups

We see clicks and site enquiries, but we do not hear your phone calls — only you know who rang and what they asked about. That makes your feedback in the first week worth more than any statistics: a couple of remarks such as “the calls are from the wrong city” saves weeks of guessing and saves your money.

You end up with a running campaign and a first sense of what an enquiry costs. The opening days are almost always dearer than the ones that follow: the system is still learning the audience and we are still filtering out the noise.

Question 19

Як проходить етап «Management»?

Accepted Answer

From here the campaign does not run itself: every week we clean it, test it and adjust it by the numbers.

The routine looks like this: we go through the search terms report and add negative keywords, move budget onto the groups that bring enquiries, adjust bids by hour and by device. Alongside that run A/B tests of the ads: two versions of the text are shown in turn and the better performer stays. We change one thing at a time — otherwise there is no telling what actually worked.

From you we need news and honest feedback. A new product arrived, prices went up, the season started, an item ran out of stock — all of it affects the ads, and it is better to know before the budget goes on something you cannot supply. Every reporting period we go through the figures together: how many clicks, how many enquiries and what one of them cost.

weekly cleaning of search terms and topping up the negatives
moving budget between groups according to results
A/B tests of ad headlines and texts
a report in plain language: spend, enquiries, cost per enquiry

Advertising is not a one-off setup: competitors change their ads, the season shifts demand, Google updates how impressions are served. A campaign left untouched for months almost always gets more expensive per enquiry.

At any moment you can ask us to cut the spending or pause the ads — you have access to the account and every figure is open to you.

Question 20

Кому підходить «Remarketing»?

Accepted Answer

Your option if people come to the site, look around and vanish, while the phone stays silent.

This is the most common situation in any business: a person compares a few companies, puts the decision off and forgets about you. Remarketing speaks to exactly that person — the one who has already been on your site. It does not look for new people and does not replace search: it is the second, third and fourth reminder to those you have already brought in once.

Later the person reads the news, watches a video or scrolls a feed — and sees your reminder. A click here is usually cheaper than in search, because the audience does not need convincing from scratch: they already know who you are. It suits both shops and services — from repairs to training courses, where a decision ripens over weeks.

you get visitors but few enquiries
in your niche the decision takes more than one visit
the client compares you with two or three companies
you want reminders cheaper than search clicks

Not your option if almost nobody visits the site: there will be no one to remind and the audience list simply will not build up. In that case you first need traffic — search ads or SEO — and remarketing comes as the next step. And if you run a shop with a catalogue where people browse specific products, look at the neighbouring card: retargeting does the same thing more precisely.

Where to start: have the tracking tag added to the site now, even if you plan to launch later. The visitor list only builds from the day it is installed — everyone who came before that does not exist for the ads.

Question 21

Кому підходить «Retargeting»?

Accepted Answer

Your option if you run an online shop and buyers regularly abandon the cart or leave the product page.

There is one difference from remarketing, but it matters: here the ad reminds people not about the shop in general, but about the exact model they opened. Say a buyer looked at a child’s bed in one colour — that is what they will see, with a photo and the current price. Such ads are assembled automatically; you do not have to design a banner for every product.

It runs on a product feed — a file your site hands to the ad system: names, photos, prices, availability. So an item that is out of stock will not show up, and the price will match the one on the site. The effect is most visible in niches where people compare prices across several sites and leave without choosing.

a catalogue of a few dozen items or more
you have a cart and proper product pages
prices and stock change regularly
buyers compare you with marketplaces

Not your option if you sell a single service, work to order, or have three dozen items with no prices in the catalogue — there is simply nothing to pull into the ad. Plain remarketing from the neighbouring card will do: it reminds people about the company as a whole and costs less to set up.

Where to start: check whether your site can produce a product feed. For OpenCart and WooCommerce it is usually a built-in module; for custom-built sites the feed sometimes has to be written — better to find that out before the launch than after.

Question 22

Кому підходить «Campaign audit»?

Accepted Answer

Your option if the ads are already running and money is being spent, yet you get as many enquiries as you did without them.

More often than not the problem is not the budget but setup mistakes you cannot see from inside the account. Ads lead to the homepage instead of the right page, half the budget goes on queries like “free” or “do it yourself”, enquiries are not counted anywhere — and it becomes impossible even in theory to tell whether the ads work.

What you get is a report in plain language: what was found, what it costs you per month and what to fix first. It is a prioritised list of fixes, not a promise of results. The decision is then yours: hand the fixes to your current contractor, do them yourself, or pass the campaign to us — the report stays yours either way.

the campaign was set up long ago and never touched since
the contractor changed or disappeared along with the logins
clicks get dearer while enquiries stay flat
the reports show numbers, but what they mean is unclear

Not your option if there have been no ads yet, or they went live days ago: there is simply no data to examine. What you need then is a campaign built from scratch, not an audit. It is also the wrong starting point if you already admit the campaign was thrown together in half an hour — rebuilding it is faster and cheaper than describing every mistake.

Where to start: gather the logins — guest access to the Google Ads account and to analytics, if it is connected. Without the numbers an audit turns into guesswork; with them you can see exactly where the money went over recent months.

Question 23

Що означає «Quick start»?

Accepted Answer

A simple check: name the date by which you need clients — if that is within the next few weeks, there is hardly another fast option.

Take a sheet of paper and write down two numbers: how many enquiries a month you get now, and how many you need for the month to be profitable. If the gap is a few enquiries and you have six months ahead, you can calmly invest in SEO. If the gap is wide and the rent and salaries are due this month, you need a channel that switches on within days.

The second check is the season. Tyre fitting, air conditioners, school uniforms, New Year gifts: demand lasts a few weeks and is gone. SEO started a month before the season will not make it — rankings build up far more slowly. Ads do make it: you switch them on a few days before the peak and off when the season ends.

count how many enquiries you are short of this month
check whether your demand depends on a season
make sure there is a page to send people to right now
work out what a single client earns you

What to do when speed does not work out. Often the rush runs into the site, not the ads: a service page with no price and no phone number turns clicks into wasted money. First one decent page, then the impressions.

If time is not really pressing, do not rush into ads. The same money put into SEO will later bring visitors you do not pay for every single day.

Question 24

Що означає «New product»?

Accepted Answer

Type your product name into search: if nobody looks for it, waiting for visitors from search is pointless — you have to go to them first.

People search for what they already know about. While nobody has heard of your product, a query with its name simply does not exist — so neither SEO nor plain search ads on that name will bring anything. Here the ad starts not from the name but from the problem the product solves.

You can check this in half an hour. Type the product name into search and see whether there are any meaningful results at all. Then type the problem in your client’s words: “how to get rid of a smell in a car”, “what to replace old windows with”. If the problem is searched for actively, that is where the ads go.

type the product name into search and look at the results
write down the words your client uses for the problem
check that the page explains the point in ten seconds
budget for explaining, not only for clicks

What to do if the product is not searched for at all. Do not pour the whole budget into search: part of the impressions move to where a picture or a video catches the eye. And allow more time — an unfamiliar solution is rarely bought on the first visit.

The most common mistake when launching a new product is advertising an invented name. Nobody searches for it and nobody recognises it in the ad; write about the result the person gets instead.

Question 25

Що означає «Active demand»?

Accepted Answer

This one is checked by a number: if your product is searched for hundreds of times a month, paid search will work; if it is a handful, there is nobody to show ads to.

Demand is not your gut feeling, it is a number of queries. People really do search every day for “washing machine repair”, “sushi delivery”, “pvc windows”. A narrow service or a new solution, though, may be searched for a few times a month across the whole city. The ads are not at fault: there is simply nobody to show them to.

The simplest check you can run yourself is the search box. Start typing your service together with your city and look at the suggestions: those are the real wordings of real people. The second sign is competitors’ ads above the results. If there are several, the demand is definitely there — nobody pays for months of impressions for nothing.

look at the search suggestions for your service and city
check whether competitors’ ads sit above the results
count how many different wordings exist at all
ask your clients how they found you last time

What to do if there is no demand. Raising bids is pointless. Either widen the geography: what is not searched for in your city is searched for across the country. Or go where demand is created: social media, video, marketplaces. We say so plainly before the launch.

A subtle point: demand can sit next door. Nobody searches for “terrace wood preserver”, but plenty search for “how to treat outdoor wood” — the ad belongs on the second wording.

Question 26

Що означає «Together with SEO»?

Accepted Answer

Look at where your enquiries come from today: if everything rests on one source, you depend on it completely.

Open your analytics or simply ask clients how they found you. A common picture: every single one came from ads. That means the day the money runs out, the enquiries run out too. The opposite picture is just as common: everything rests on unpaid search, and any change in Google’s rules hits the revenue at once.

Together the two channels cover different timeframes. Ads bring people this very week; SEO takes months but then brings them without paying for each click. There is another benefit — shared data: six months of ads show which queries produce real enquiries, and those are exactly the ones worth strengthening your pages for.

work out what share of enquiries comes from ads alone
see which queries find you without any payment
mark the pages both ads and search lead to
imagine what happens if you switch the ads off for a month

What to do if the budget covers only one. Start with what is pressing now: no enquiries — ads, because they switch on at once; enquiries exist but each is expensive — SEO. Doing both channels by halves is worse than doing one properly.

Ads, SEO and the site itself can stay with one team — then page fixes do not wait for months. It is not compulsory, but it saves a noticeable amount of time.

Google search advertising

Why you need search advertising

Fast results

Precise targeting

Pay per click

Budget control

Competitor analysis

Negative keywords

Frequently asked questions about Google search ads

How we set up your Google Ads: the stages

What to combine search ads with

Remarketing

Retargeting

Campaign audit

Who advertising in Google Search is for

From first call to campaign launch in Google: work process