We help maximize the ROI of Google Ads in Germany and the EU

Why Germany for the EU market entry with Google Ads?

Who are we?
We are Searchperts and have specialized in Google Ads in e-commerce since 2018. With over 1500 campaigns and an ad spend of more than 5 million euros per year, we consistently bring new suitable customers to your online store. Our expertise for the German and European market uncovers weaknesses such as faulty conversion tracking and improves your cost-turnover ratio.

How can we help?
We offer comprehensive support with the setup and legal aspects of your market entry in Germany as well as other EU countries, as opposed to your local agency in your country of residence. Our data from millions in advertising budgets allows us to develop targeted keywords and effective ad strategies. Additionally, our Bid Optimizer technology continuously optimizes your campaigns for better performance.

Why Germany?
Germany is the largest economy in the EU, and with over 2.000 cities partaking in online sales, it offers immense opportunities for e-commerce. With a GDP that supports online sales and 95% of users using Google as a search engine, Germany provides high reach and precise targeting. Amazon has shown that success on other channels is scalable here. Local agencies often reach their limits – that’s why Searchperts is your partner for the German and European market. Contact us for a non-binding initial consultation and find out how we can make your Google Ads campaigns a success.

Google Ads Service – That’s why we optimize your ads

Placing an ad on Google Ads is relatively easy these days. So why use an agency that optimizes every ad for you? This is a question that many companies ask themselves in today’s digital marketing landscape. The answer is simple: in a world where user attention spans are shrinking and competition is constantly growing, it is essential that every ad is as effective as possible. Optimization ensures that your ads are not only seen, but also noticed and clicked.

Optimized ads by our Google Ads agency are the result of careful analysis and adaptation. We take into account the needs and interests of the target audience, the current market trends, and the constantly changing algorithms of search engines and social media. A well-optimized ad from our Google Ads agency speaks directly to the user, provides relevant information and motivates users to take action.

Another reason for optimized ads through our Google Ads agency is the cost efficiency. Every click on an ad costs money, and without optimization this can quickly lead to unnecessary expenses. Targeting the right audience ensures that every click represents a potential customer. This leads to a higher return on investment (ROI).

Your Google Ads expert for performance marketing

In the dynamic world of digital marketing, it’s not always easy to stay on top of things. Our team comes with 20 years of experience in search engine marketing and has only one goal: to help your company prevail in the jungle of search engine marketing. Our Google Ads Services Agency has established itself as a trustworthy partner for effective ads. Every ad we place is perfectly tailored to your business.

Our Google Ads Management Services go beyond just placing ads. We rely on clear strategies to win real customers for you. With a monthly budget of between 5.000€ and 60.000€ and the trust of over 50 clients, we are proud to be part of their success story. Our close collaboration, regular growth sessions and detailed performance analysis ensure that your brand is presented in the best possible way. Searchperts is not just about numbers, but about real stories and real results. So if you’re looking for a partner who shares your vision and knows how to create real value, you’ve come to the right place.

What are the common billing models on the Google Ads agency market?

There are basically 4 common pricing models of Google Ads agencies

Billing by hours – There is an agreement on a predetermined number of hours. The downside is that the agency stops optimizing the account as soon as the hours are reached. Also, every SEA manager has a different speed, so the performance can be very arbitrary.

Billing by fixed price – The model of billing by fixed price is comparable to the previous model of billing by the hour. Agencies usually scale these according to the advertising budget managed, whereby growth can be blocked by scaling. Due to the scaling, agencies‘ costs often rise disproportionately to the budget. There is also the additional risk of not knowing how many hours the agency really works on the account. Since the agency has no performance-based incentive, agencies in this model work more as administrators and are often not interested in the growth of Google Ads campaigns, but rather in the client who pays the highest price.

Billing by percentage % of advertising budget – The agency determines a percentage of the advertising budget and then invoices for this. This can result in extreme fluctuations in the agency costs and the interests of the agency and the customer do not coincide. The agency wants to spend more advertising budget in order to earn more, but this does not mean that the online store will generate more sales via Google Ads or that the ads will be more profitable. The rate is usually higher at first and then decreases as the advertising budget increases. Agencies that take a share of the managed advertising budget usually charge 10-25%.

Performance-based billing

% Percentage share by sales – In this case, a percentage of the store’s total turnover is taken as the basis for the performance fee. As a rule, a distinction is made between brand and non-brand sales. Even if it seems like a very fair model at first glance, in reality it has nothing to do with performance or success-based billing. Because the agency has contributed nothing to the previous success and the associated sales level of the store and the Google Ads campaigns, it is unfair to the customer to participate in the total sales that come via Google Ads, as this was already there prior to the collaboration. This is not really performance-based billing.

% Percentage share by profit – The other performance-based model refers to the turnover of profitability targets. This model is very rare and is often offered by agencies that have just entered the market. It is a fair model, but the targets must be precisely defined and evaluated. There is a risk here that if the targets are agreed too ambitiously, the agency will lose interest in the project and may use risky strategies to somehow achieve the targets in the short term.

What models are only available with us?

Performance-based billing according to the cost cutting model – The agency charges a percentage of the Google Ads savings. It is important to note that all performance indicators such as the number of leads or total sales in relation to the CPL or ROAS remain the same. This means that the agency manages to achieve the same results with less advertising budget and is only remunerated from the savings. This model is a very fair model, as both sides have exactly the same interests.

Authentic performance-based billing according to additional sales – The agency determines a percentage of the additional sales compared to the previous year or the previous month. This depends on whether it is a seasonal product or whether the product is sold equally throughout the year. It should be noted that the growth takes place under the same conditions in terms of profitability such as CPL, KUR or ROAS. As this model is linked to the success of scaling and profitability, this is true performance-based billing with our Google Ads agency model.

Do companies without a high four- or five-figure Google Ads budget really need an agency?

We believe that companies without a monthly advertising budget of at least 6.000-10.000€ for Google Ads, for a period of at least six months, do NOT need ongoing support from a Google Ads agency. Most conventional agency models prove to be outdated, unprofitable and out of date in this context. At such a budget level, it is recommended to invest the financial resources that would otherwise be earmarked for paying an agency directly into the Google Ads advertising budget, as this usually leads to more effective results. At this budget level, an agency can hardly achieve sufficient leverage to justify the cost of its services. However, the situation is different for constant budgets above 10.000€ per month, where a continuous partnership is recommended.

What’s the ideal solution for companies that have between 500€ to 5000€ Google Ads budget?

For companies with a Google Ads budget of up to around 5.000€ per month, the most efficient solution is often less than what seems obvious at first glance. Many assume that continuous support from an agency is essential. In practice, however, this often leads to companies hiring an agency that may not have the necessary specialization. It is not uncommon for such agencies to bill monthly without the performance of Google Ads campaigns improving noticeably or in some cases even declining.

This phenomenon is mostly due to the fact that agencies with a large number of clients are not able to devote the necessary time and attention to individual campaigns. A typical Google Ads manager in such agencies looks after between 15 and 30 clients, which makes individual and intensive support almost impossible. Instead, these agencies focus on „putting out fires“ and ensuring that the campaigns run without major problems.

A more efficient approach would be to establish a solid campaign setup and learn the basic skills yourself. Instead of paying 500€ to 2.000€ per month to an agency, this money could be better invested in the Google advertising budget. With a monthly advertising budget of 4.000€ to 5.000€, it is practically impossible for an agency to create enough added value to justify its own costs.

Therefore, the recommendation is to hire a specialized agency for the setup and optimization of Google Ads campaigns on a short-term basis, approximately 3 months. The key here lies in the transfer of knowledge. In this way, the company can not only save the costs of maintaining an additional employee, which can quickly add up to over 50.000€ per year, but also the expenses for an agency that does not deliver any performance improvements at this budget level.

Additional info for our customers:
Our offer aims to maximize the return on investment (ROI) of your Google Ads campaigns. We achieve this through a masterclass, a hybrid solution in which we work with you to set up, optimize and manage your campaigns based on data. As part of our Google Ads Academy, you can also build up knowledge independently and as required, and your questions will be clarified in live calls. Our approach enables you not only to make your campaigns more effective, but also to take control of your digital advertising strategy in the long term and save unnecessary agency costs.