SEO · Google Ads
Advertising on Google is faster than SEO: the first clicks appear on the same day. It is also more expensive in every month it runs, so I manage it so that every euro can be accounted for, with tracking of enquiries and orders from the first day, negative keywords added every week and a report that shows the cost of one customer, not just the number of clicks.
Scope of work
A campaign can be switched on in fifteen minutes, and it can spend the budget on clicks without enquiries just as quickly. The result depends on the work around the adverts: the landing pages, the negative keywords, conversion tracking and weekly changes based on real searches.
Your text advert appears above the organic results when a customer searches for something related to your service. I structure the campaigns by service and by town, choose the keywords and negative keywords, write the ad copy and send visitors to pages that answer their search rather than to the home page.
Google Shopping shows your products in the search results with a price and a photo. I set up Google Merchant Center and the product feed, tidy up product titles and attributes, and split the campaigns by margin and category, so the budget goes to the products you make money on.
Remarketing shows your adverts again to people who visited your website without sending an enquiry, or who left items in their basket. I build the audience lists in line with the cookie consent rules and cap how often one person sees the adverts, so they stay a reminder rather than a nuisance.
If a campaign has no tracking, you pay for clicks without knowing which of them brought customers. I track form enquiries, clicks on your phone number and shop orders, and I link Google Ads with Google Analytics 4. Consent Mode, connected to the cookie banner, keeps the data complete and lawful.
Comparison
Both get your business into the Google results, but they follow different rules and work on different timescales. In most cases, combining the two pays off best.
When you need enquiries this month
The advert appears straight away, for exactly the search terms you choose. You pay for every click, so the cost rises with the traffic, and the enquiries stop when the campaign does. It works best in the busy season, for a new offer or a new website, and where organic competition is too strong to wait six months.
When you want a steady source of customers a year from now and three years from now
Visibility takes months to build, but it lasts, and a click on an organic result costs you nothing. The cost is fixed, whatever the number of visits, and the results build up over time. The search terms that bring enquiries from the campaign are also the best starting point for the content plan.
My clients most often combine adverts at the start and in the busy season with work on organic visibility in one of the plans on the SEO page. When the organic rankings rise, I suggest moving the ad budget to search terms where the website does not rank organically yet, or reducing it.
Process
Most of the work falls in the first weeks after launch, because that is when the campaign collects the most useful data. During that time I change the adverts and remove those that bring no enquiries. After that, every month I send a report, prepare a plan for the next month and make the changes.
I check the cost per click for your search terms, the competition in the auction and whether your landing page is ready for paid traffic. If you already have an account, I go through its history to see what worked, where the budget was wasted and which settings need to change before more money goes in.
I create the account or tidy up the existing one, set up conversion tracking and Consent Mode, and build the campaign structure, keywords, negative keywords and ad copy. If the landing page does not clearly ask visitors to get in touch, I suggest changes before launch. The landing page affects the cost of an enquiry more than the bids do.
The campaign starts with a cautious budget, and I work on it most intensively for the first four to six weeks. I add negative keywords based on real searches, move the budget to adverts that bring enquiries and switch off whatever brings only clicks.
Every month you get a report in plain business figures rather than jargon, showing how much the campaigns spent, how many enquiries or orders came in and what each one cost. The report comes with a plan for the next month. I test the campaigns continuously and always agree larger budget changes with you.
Pricing
The ad budget and the management fee are separate items on purpose, so you always see what goes to Google and what pays for the work on your campaigns. Management starts at €300 net per month.
Ad budget
Google invoices your company for the clicks. After checking the cost per click for your search terms, I propose the amount for the first month and agree it with you. Every larger change also needs your approval, and I never change the budget without telling you.
Campaign management
The exact amount depends on the number of campaigns and markets and on whether Google Shopping is included. I quote it after analysing the account. I set up the account and conversion tracking in the first month. Billing is monthly, in euro, with no minimum term. The account and its campaign history remain yours.
All prices are net, excluding VAT. The offer is for businesses only.
Campaign start
I need six things to start. The most important is the fourth, your goal in figures, because without it nobody can tell whether a campaign pays off.
If your website has no cookie banner yet, conversion tracking and remarketing cannot run lawfully. Before the campaign starts, I install my own consent banner with Google Consent Mode, which I describe on the WordPress plugin development page.
Other services
Local SEO, SEO for the Polish market and international SEO build visibility that stays after the adverts are switched off. The SEO audit shows whether your website is ready for paid traffic.
Visibility in your town and the surrounding area: Google Business Profile, reviews, consistent business details in directories and pages for searches with place names.
For companies from the UK and the EU that want customers in Poland: a Polish version of the website, SEO and Google Ads in Poland, copy written by a native Polish speaker.
Expanding into new markets: content written from scratch in the language of the audience, hreflang for every language version, the choice of domain and the keywords people actually search for there.
Analysis before deciding on ongoing work: what holds the website back technically, what the content lacks and why competitors are more visible. Report with recommendations and an action plan.
FAQ
What businesses ask before their first campaign: the costs, the budget, the time to the first results and how adverts relate to SEO.
The cost has two separate parts. You pay the advertising budget directly to Google, which also invoices you for it, and campaign management costs from €300 net per month. The exact fee depends on the number of campaigns and markets and on whether Google Shopping is included. I quote it after analysing the account, together with a proposed budget for the first month, in a single message before the campaign starts. All prices are net, excluding VAT. The offer is for businesses only.
It depends on the cost per click in your industry, which I check in Google Keyword Planner before the start. The budget has to cover enough clicks for you to judge the cost of an enquiry after a month rather than guess it. A local service needs a different amount from a shop that competes nationwide, so I give you the figure after the analysis, not from a price list.
You see the first impressions and clicks on the day the campaign starts. Only the first full month reliably shows what an enquiry costs and whether the campaign pays off. Google’s system needs data, and I need real searches to add negative keywords and move the budget to where it works best.
Adverts cannot replace SEO, because they work only as long as you pay for them. SEO builds visibility that stays, but it takes months. The two work best together, because adverts bring enquiries straight away and show which search terms customers respond to, and I use that data for SEO. Once the website gains organic rankings, you can gradually reduce the ad budget. I offer SEO as a separate service, in plans from €500 net per month.
The account belongs to you. I set it up in your company’s name, Google invoices you directly for the adverts, and I work in it through my manager account. If you stop using my services, the full campaign history, the settings and the data all stay in your account.
Yes. I write the adverts in the language of the audience instead of translating your English ones, and I choose the keywords that customers in that country use. For the Polish market, I write as a native speaker. This usually goes together with international SEO. The adverts reach customers in the new market from the first day, while the content on the website builds visibility that lasts.
Yes, with administrator access to the account. Before changing anything, I go through the campaign history to see what worked, where the budget was wasted and which settings to change before you spend more. Then I tidy up the account and set up conversion tracking and Consent Mode.
No. OneNet is a one-person business. I set up and manage the campaigns myself, and the report comes from the person who works in your account. Contact is by email, WhatsApp, phone or video call, all in English.
Yes. I work remotely with companies in the UK and the EU, among them a chain of tattoo and piercing studios in the UK and education organisations in Belgium. You deal with me directly, in English. I do all the work in your Google Ads account through my manager account, from the set-up to the monthly changes. I am available Monday to Friday, 9:00–17:00 Central European Time (8:00–16:00 UK time).
