Service 02
Google, Microsoft
Search, Shopping and Performance Max structured by margin, not by volume.
Moves
Contribution margin
Timeline
Restructure live in week 4 · first read-out at day 30
Price
From €4,500 / month (Launch)
Lead
Aisha Bakker
We run Google Ads and Microsoft Ads for brands where search is the biggest line on the media bill. We bid on margin, not revenue: a €120 order with €30 of margin should not get the same bid as one with €70.
That means product feeds labeled by margin tier, Performance Max split so best-sellers can’t swallow the budget, brand and non-brand reported separately, and search terms read every week. For lead-gen and B2B, we import CRM stages as offline conversions so bidding learns from pipeline, not form fills. You see contribution margin by campaign, not just ROAS.
Search, Shopping and Performance Max on Google Ads, mirrored to Microsoft Ads where it pays
Feed work in Merchant Center: titles, attributes and custom labels by margin tier
Brand, non-brand and competitor terms split and reported separately
Weekly search-term review and shared negative keyword lists
Value-based bidding on margin or CRM pipeline value
Offline conversion imports from HubSpot, Salesforce or your booking system
Location assets, call tracking and per-location budgets for multi-site businesses
Contribution margin reporting by campaign and product group
Audit — We pull search terms, feed diagnostics and 12 months of margin data to find spend on low-margin products or wrong-intent clicks.
Label — We tag every product or keyword with a margin or intent tier so bidding knows what each click is worth.
Restructure — We split campaigns by tier, move to value-based bidding and set a target ROAS per tier from your margins.
Tune — We review search terms and feed errors weekly and move budget toward the tiers returning the most contribution margin.
Work
Where
this
service
did
the
heavy
lifting.
Illustrative
B2B SaaS
7 months
Demos booked / month
40
124
Cost per SQL
−44%
Qualified pipeline
+€1.9M
A support-software company buying clicks on competitor terms. We rebuilt search around intent tiers, piped CRM stages back into bidding and cut the SQL cost by 44%.
Paid Social
Paid Search & Shopping
Analytics & Tracking
Read the case
Illustrative
DTC e‑commerce
5 months
Shopping ROAS
2.6×
4.1×
Cost per click
−27%
Shopping revenue
+68%
A wooden-sunglasses brand whose Shopping budget went to its lowest-margin frames. We split the feed by margin, rewrote every title and lifted Shopping ROAS from 2.6 to 4.1.
Paid Search & Shopping
UGC & Creative Production
Read the case
Illustrative
Local multi‑location
6 months
Cost per booking
€58
€31
Bookings / month
+2.3×
Calls tracked to source
100%
A 12-clinic dental group that couldn’t tell which ads made the phone ring. We tracked every call, gave each clinic its own budget and cut cost per booking from €58 to €31.
Paid Search & Shopping
Conversion Rate Optimization & Landing Pages
Analytics & Tracking
Read the case
Illustrative demo figures for fictional clients. Results vary with margin, market, offer and spend.
FAQ
Do we need to give you access to our ad accounts?
Can you work with our current tracking setup?
Do you use Performance Max?
UGC & Creative Production
The Growth Audit takes five working days and ends with a 90-day plan, whether you hire us or not.