How we agree on what good means
Every engagement starts the same way, and this part is not optional. On the first call we write down what the business needs, the objective that follows from it, and the two or three numbers we will judge the work on. It takes thirty minutes and it decides everything that comes after.
The diagnostic then measures the account against those numbers, the first contract moves them, and the day-35 report compares the account to the line we wrote together. Without that line, results arrive with nothing to compare them to, and neither of us can say whether the work is paying for itself.
This is for you if
- You spend from about 5,000 EUR a month on Google Ads.
- You sell online, and there is a product feed behind your Shopping ads, or there will be.
- You can say what the business needs this year, in revenue or in margin, even roughly.
- You have an agency you have started to doubt, or nobody in-house with the time to run this properly.
- You have no Google Ads yet and want it built properly. That is a setup, priced on its own.
- Your account runs in English or French, or in a language your team handles while I run the account in one of those two.
This is not for you if
- Your spend is under 3,000 a month. Below that the fee is a large share of the budget and it will not pay you back. I will say so on the call rather than take the retainer. Between 3,000 and 5,000 there is no tier in the grid, so we look at it together on the call: sometimes the setup or a diagnostic is the honest answer, sometimes it is to come back in six months.
- You do not want the conversation. No call, no agreed objective, just "more revenue". Results with nothing to compare them to are never good enough, and that ends badly for both of us.
- The account runs in Dutch, German or a language I do not work in. The meeting is not the problem, the work is: ad copy, search-term mining, negative lists and feed titles are all written in the account’s language. I work in English and French.
- You need SEO, social ads, creative production or a full-funnel promise. I do paid search. Whoever does the rest keeps doing the rest.
- Your product or your margins are the problem. Paid search buys attention. It does not fix a product people do not want, or a price that cannot carry a click.
If you are under the line and still want a view, say so in the form anyway. A short honest answer costs me two minutes and I would rather give you one than take a fee that will not pay for itself.