Only to a limited extent.
Smart campaigns (such as “Smart Shopping” or “Smart Search”) offer very few optimization options, as Google automates most settings and provides little control to advertisers. In these cases, we usually recommend switching to a manually controlled search campaign, where you can directly influence keywords, ad copy, audience segments, and bidding strategies.

Performance Max campaigns can be optimized to some extent, but control is still limited. We analyze search terms, asset groups, audience signals, and conversion data – and derive possible actions based on that. However, the same principle applies: if you want maximum control and transparency, classic search campaigns are often the better choice.

If optimization within the current setup is not effective, we’ll recommend a professional new setup – either in addition or as a replacement. That way, you’ll get more out of your advertising budget in the long run.

Ongoing optimization helps keep your campaigns on track over the long term. Even if the initial setup is solid, markets, competitors, user behavior, and technical frameworks are constantly changing. Without regular adjustments, you risk rising costs, declining visibility, or inefficient ad spend.

As part of ongoing management, we continuously analyze your campaign performance – from search terms and audience signals to landing pages – and implement targeted improvements. This leads to more efficient budget use, early identification of new opportunities, and the continuous elimination of weaknesses.

Another key benefit: we support you strategically. Launching new products? Seasonal offers? Changes in your services? We can flexibly incorporate all of that into your campaigns – without you having to invest your own time.

In short: ongoing optimization not only protects today’s results but improves your campaigns week by week – based on real data and proven methods.

A one-time optimization can deliver short-term improvements – but it’s always just a snapshot. We eliminate current weaknesses in your account and ensure all key fundamentals are in place, such as tracking, campaign structure, ad copy, and audience settings.

However, Google Ads is a dynamic system. Search behavior changes, competitors launch new campaigns, bidding strategies evolve, and Google continuously updates its platform. A campaign that performs well today may lose effectiveness in just a few weeks without active adjustments.

What’s more: many optimization opportunities only become visible over time. Without ongoing monitoring, these remain untapped.

That’s why we only recommend one-time optimization in clearly defined cases – for example, to prepare for in-house campaign management or as a starting point for future collaboration. If you want sustainable results, continuous monitoring and adjustments are the smarter choice.

If our analysis reveals that the current Google Ads account has major flaws – such as an unusable campaign structure, missing tracking, or automated campaigns that offer little control – we’ll discuss the potential consequences with you openly and transparently.

In many cases, it’s not advisable to build on such a setup. Instead, we recommend a professional new setup. This allows us to relaunch the campaign strategically – without legacy issues – with a clean structure, meaningful keyword logic, precise audience targeting, and full measurability.

The exact cost of a Google Ads optimization is difficult to estimate in advance – because the actual need for optimization only becomes clear after a thorough analysis. That’s why our service is divided into two phases: analysis, followed by implementation based on the results.

In the first phase, we conduct a detailed analysis of your Google Ads account – including campaign structure, goal definitions, keyword strategy, ad effectiveness, conversion tracking, user behavior, and more. Based on this analysis, you’ll receive a clear action plan along with a transparent assessment of which optimization steps are necessary and worthwhile.

Only then will we prepare a separate proposal for the implementation – tailored to the actual effort involved. This means: you only pay for what your campaign truly needs. No flat-rate packages, no unnecessary actions, no hidden costs.

Billing is done in two stages: first, a fixed price for the analysis; then – if you choose to proceed – the implementation of the recommended optimizations. This gives you full control and allows you to make decisions based on clear, data-driven insights.

A good briefing helps us understand your goals and context more clearly.

The more specific your input, the more targeted and efficient our analysis and optimization can be. Ideally, you should answer the following questions in advance:

• What exactly do you want to achieve through the optimization? (e.g. more leads, better profitability, lower CPCs)
• How has the campaign been managed or optimized so far? (In-house, through an agency, via Google?)
• Is there a defined monthly budget allocated to Google Ads?
• Which target audiences should be reached? Which products or services are the focus?
• Is conversion tracking in place – and are the most important goals already being measured?
• Are you using Google Analytics in addition? Do you have access to relevant web analytics data?
• Are there any known issues or suspected weaknesses in the campaign?
• Are there seasonal factors or planned changes in your offering?
• Are there internal or external stakeholders involved in the process?

The better we understand your starting point, the more effective the optimization will be. A briefing isn’t just paperwork – it’s the first step toward better results.

Many businesses rely on the built-in Google Ads recommendations or advice from official Google account managers when optimizing their campaigns. But what’s often overlooked: these suggestions are not neutral – they’re aligned with Google’s own interests, such as increasing ad spend or pushing automation.

That doesn’t mean every suggestion is wrong. But they are not tailored to your specific goals. Automated recommendations often lead to higher CPCs, broader (and less targeted) delivery, or the use of Smart campaigns that offer very limited control over targeting and bidding.

Even official Google representatives are not independent consultants – they’re employees of Google. Their advice follows internal guidelines, not your business priorities.

Our experience shows: what Google recommends is often not what’s best for your campaign. We critically review all measures, prioritize based on impact and cost-effectiveness, and optimize with your goals in mind – not the platform’s.