Build it
Make it sell
Keep it running
Google Ads
Advertising is rented traffic. Rent it deliberately.
Campaigns judged by what the shop earns, not by clicks or impressions — and an honest answer first on whether advertising is the right thing for you to spend money on at all.
Before anything is switched on
Advertising a shop that does not convert loses money faster.
Traffic multiplies whatever the shop already does. If a hundred visitors currently produce one order, a thousand will produce ten — and those ten will not pay for the thousand. That is why we look at the shop before the campaign, and why we sometimes say the honest thing, which is that you should not be advertising yet.
The arithmetic
Five numbers decide whether advertising works.
Example figures, and deliberately an example that fails. Yours will be different — working out yours is the first thing we do, before a single campaign is built.
- Clicks bought1,000at AED 4 each — AED 4,000 spent
- Conversion rate2%20 orders out of those clicks
- Average orderAED 320AED 6,400 in revenue
- Gross margin45%AED 2,880 gross profit
- Result−AED 1,120the advertising costs more than it brings
Now change one number
Conversion from two percent to three. Same clicks, same spend, same margin. Thirty orders instead of twenty, AED 9,600 in revenue, AED 4,320 gross profit — and the campaign turns a profit of AED 320 instead of a loss of AED 1,120.
The cheapest advertising work is often not advertising work.
Which is why we look at the product pages and the checkout before we look at keywords. A percentage point of conversion is worth more than a lot of clever campaign structure, and it keeps working after the budget stops.
We do not bill a percentage of your ad spend. An agency that earns more when you spend more is not the right adviser on whether you should be spending at all.
When not to
Four times we say don’t.
When the shop converts badly. Fix that first and the same campaign becomes profitable without another cent of budget. This is the most common one by a distance, and it is why the arithmetic above is on this page rather than on a slide in a meeting.
When the margin is too thin. Some products simply cannot carry a click price, and no amount of clever campaign structure changes that. If the numbers do not work we will show you why rather than build something that quietly loses money for six months.
When nobody is searching. Advertising captures demand that already exists; it does not create it. If the search volume for what you sell is small, your money belongs in content and structure instead, where it compounds rather than evaporates.
When nothing is measured yet. Without conversion tracking that reports actual revenue rather than form submissions, a campaign is an opinion with a budget attached. That takes a day to set up properly and it is the day everything else depends on.
Send us the account, or just the shop.
If campaigns are already running we will tell you what they are actually returning, in the numbers above rather than in clicks. If they are not running yet, we will tell you whether they should be — including if the honest answer is not yet.