Illumi

Service

Google Ads

Search advertising is the only channel where the customer has already put their need into words and is simply looking for someone to solve it. That's why it's the most expensive click — and the one most often wasted when a campaign is left to the automation.

Control
By scope
Minimum budget
Makes sense from ~€300/month
Tracking
Mandatory
Report
Monthly

Note

How money gets burned in Google Ads.

These are the things we see most often when we take over an account that's been running unsupervised. Each one spends budget without results.

Ads pointing to the home pageSomeone searches for a specific service and lands on a page about everything. You pay for the click and lose it in two seconds.
Broad match without supervisionGoogle shows your ad for searches you've only seen in your nightmares. The negative keyword list is half the job.
No trackingThe report shows clicks and “conversions” that are really page visits. Nobody knows what brings genuine enquiries.
Automatic recommendationsGoogle suggests raising the budget and broadening the match types. Those recommendations serve Google, not you.
No split by intentSomeone searching for “price” and someone searching for “what is” are different people. In one campaign, one pays for the other.
Running on autopilotA campaign launched a year ago and left alone. The market, competitors and prices have changed; your settings haven't.

The work

What we do on the account.

Management isn't “launching an ad”. It's weekly work on what to stop and what to push.

Search term researchWhich phrases actually lead to buying and which only to curiosity. The first get advertised, the second don't.
Campaign structureSplit by service and by intent, so each one can have its own budget and its own goal.
Negative keywordsA growing list of searches you don't want to show up for. This work never ends.
AdsSeveral text variants compared against each other. The ad is the only thing a person sees before the click.
Landing pagesEach campaign leads to a page about the same thing. If there isn't one, we build it.
TrackingCall, form, order — each as a separate event, so you can see the cost of a genuine enquiry.
RetargetingBringing back people who've been on the site and didn't finish. Usually the cheapest part of the account.
ReportMonthly: spend, enquiries, cost per enquiry and what we've changed. In plain language.

Budget

How much money it takes.

The honest answer depends on the niche, but there are thresholds below which advertising simply can't work.

Under €200 a monthUsually pointless. There's too little data to know what works, and the budget runs out within days.
Around €300–500Works for a narrow niche with clear search terms. Enough to gather data and optimize.
Over €1,000Allows splitting into campaigns, testing ads and retargeting. This is where management starts to pay for itself.
Cost per clickIn competitive niches in Bulgaria it can reach a couple of euros. That isn't something the agency controls.
ManagementUsually a percentage of the budget or a fixed monthly fee, depending on scope. Quoted after a conversation.
The first monthThat one is for gathering data. Results settle from the second or third.

Related services

What else comes into it.

It's rarely just one thing. Here are the services that go with this one, and why.

Questions

About Google Ads.

If your question isn't here, call us — we answer by phone too.

+359 882 95 89 89
How much does Google Ads management cost?

It's quoted after a conversation — it depends on the number of campaigns, the niche and whether landing pages and tracking are already in place.

The ad budget is separate and paid directly to Google from your own account, not through us.

Who pays Google?

You do, directly, from your own account. The account is in your name and stays yours, including the campaign history.

This matters: if you change agencies, you don't start from zero.

How long until there are results?

The first clicks come on launch day. The first conclusions — after a few weeks, when there's enough data.

A stable result usually comes from the second or third month, once the search terms that don't work have been cleared out.

Is it better than SEO?

It's different. Advertising gives results immediately and stops the day you stop paying. SEO takes months and stays.

Usually the most sensible thing is both together: ads for now, SEO for six months from now.

Can I advertise without a website?

Technically yes, but it's a waste of money. The click leads somewhere, and that somewhere decides whether there'll be an enquiry.

If you don't have a website, a landing page first works out cheaper.

Next step

Let's look at the account.

If you're already advertising, give us read access and we'll look at what's happening. If you aren't yet, we'll tell you whether it makes sense with your budget.

+359 882 95 89 89 office@illumi.bg

Sofia, Bulgaria We reply within 24 hours In business since 2012

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