Inhouse PPC Step by Step

Step 1: Audit & Setup

Google Ads Audit

Open up a View access to your Google Ads & Google Analytics accounts so I can analyse the campaigns and give a roadmap of actions to improve performance. I can also take care of opening up a new Manager Accounts and all your accounts

Manager Accounts Setup

In this “umbrella account” you will be able to get your own API token, connect your accounts to Google Playstore, Firebase or the Google Search Console. And If you are eligible you can also apply to Consolidated Billing. This way you can manage your monthly spend in one single invoice!


Proper tracking is crucial to the success of any PPC campaign. If you aren´t tracking conversions correctly, you won´t have the right data flowing into ad accounts to make informed decisions about keywords, ad copy and audiences. Therefore I will create your custom Goals including Ecommerce. We can set this up directly in Google Ads or preferably using both Google Analytics & Tag Manager.


In order to monitor your campaign performance, I will help you to create your KPI reports in Google Ads, Google Analytics and Data Studio. From then on, you will be able monitor your most important metrics (for ex. Spend, Conversions, Conversion Rate, Cost per Conversion, ROAS...)

Step 2: Take advantage of automation!

Quick campaign setup

A common mistake is to overload your account with keywords concatenations that generate no or very little traffic. This could impact negatively the overall Quality Score hence bring higher cost per click. A better way is to build campaigns directly with the Keyword Planner tool. This way I will show you how to create campaigns with keywords that are not only important for your business but can generate traffic on Google!

Ad text automation

Once the campaign structure is done, I will show you how you can create appealing text ads using for example Responsive Search Ads or the Keyword Insertion tag. You won't even need to modify your ads over time. Just let Google create the best performing ad for you and let it run!

Automatic bidding

Another good use of automation is for sure the Automatic Bid Strategies. Just calculate a target CPA (the maximum amount you are willing to pay for a conversion) or a target ROAS (Return On Ad Spend) and let the algorithm will optimize your bids toward that goal. It will take only 2 min to set it up and it will save you a great amount of time. Managing bids manually is definitively not a good option, unless your traffic is too low in order to use Automatic Bidding.

Recommendations tab

Thanks god, you no longer have (like in the old days) to manually search for new keywords or waste an incredible amout of time restructuring your ad groups. On the long run, Google will do most the tedious work for you. In the Recommendation tab I will help you to select only the changes that can make an impact. Most of the time you can apply changes in one single click.

Step 3: Optimisation & Fine-tuning

Your weekly Must-Do's

  • Check your daily/weekly KPI dashboard to make sure you are on target concerning spend, conversions, cost per lead, cost per order...
  • Check the Search Term report. Add or block some identified search queries
  • Filter out keywords that are obviously underperforming and pause it!
  • Apply (carefully) changes from the recommendation tab

A/B testing

Now that you are happy with your campaigns, it´s time to focus on your Landing Pages. The landing page plays an important part for Quality Score so it should not be neglected. Using Google Optimize I will show you how to test optimized versions of your landing pages and view results directly in Google Analytics.

Advanced tracking

if your technical requirements imply some workarounds, I would be glad to support! Here are some examples of web tracking challenges:

  • Track a single page conversion funnel by sending Virtual Pageviews to Google Analytics
  • Create your custom dimensions in Google Tag Manager and pass it to Google Analytics (User-ID, Session ID, Client ID...)
  • Implement tracking codes for Dynamic Remarketing campaigns (Google, Criteo)
  • Implement and customize Google Ads Scripts
  • Import offline conversions linked to a click id (gclid) back to Google Ads, either by using Google Sheets or the API
  • Set up all your tags for GDPR

Companies and nonprofit say...

Andreas -
Andreas -

"Thanks for helping us out, it's good to have your input here!"

Aurélie - Banque alimentaire
Aurélie - Banques Alimentaires

"Getting some support for Ad Grants helped us a lot."

Tomas - sneakAvenue
Tomas - sneakAvenue

"We were able to increase sales significantly from our french website!"