Google Ads agency in Madrid that shows you where every euro goes
We create and optimise your Google Ads campaigns, and we show you which part of the investment is producing results and which part is being wasted. In Madrid since 2012.
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What is Google Ads?
Google Ads is the platform used to buy ads on Google Search, YouTube, Gmail and Google’s network of partner sites. You generally pay when someone clicks.
Without mixing apples and oranges, because there are plenty of loose terms floating around: Google Ads is the tool, SEM is the discipline of winning search engine traffic by paying for it, and PPC is the billing model. In everyday conversation they are used as synonyms and that is fine, but it is worth knowing they are not the same thing.
The practical difference from organic search is simple: here you appear tomorrow and stop appearing the day you turn off the tap.
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What has changed in recent years is who can compete. You no longer need a big-brand budget to appear, because the auction does not only reward the highest bidder: it rewards the combination of bid, ad relevance and the quality of the page the ad leads to.
Let me explain. That has an uncomfortable implication that almost no agency will tell you. If your landing page is poor, Google will charge you more for every click than your competitors for the same position. That is why, in quite a few accounts, the most profitable improvement is not inside Google Ads but on the website.
It is the conversation we usually have before touching a single bid, and it is about conversion rate optimisation.
Here is how we manage a Google Ads account: no smoke and mirrors, calculator on the table.
What does a Google Ads campaign really give you?
Essentially three things, and it is worth not confusing them with what the platform’s own advertising promises.
The first is speed: you appear today in front of people who are searching for exactly what you sell. No other channel gives you that overnight.
The second is control. You can decide the area, the time of day, the device, the budget and who you do not want to show the ad to. And the third, which is the most underused: Google Ads works as a laboratory. It tells you, with real money, which messages and which terms convert, and that is useful for your entire strategy, organic work included.
What it will not give you is a permanently cheap channel: the day you stop paying, you stop appearing. Nor will it invent customers for you. Google Ads captures demand that already exists; if what you need is to create it, that is a different channel with a different logic, and it falls under social media advertising.
How do we optimise your campaigns at AMDT?
With a checklist, not with inspiration. We audit every account against more than 225 control points covering structure, bidding, creatives, audiences, measurement and landing pages, and we give each one a weighted score. It is not glamorous, but it stops the review from depending on who does it and what sort of day they are having.
That produces what we almost always do first, which is to cut the spend that produces nothing: search terms nobody has reviewed in months, duplicate campaigns competing against each other for the same keyword, budget trapped in a Performance Max that nobody has put guardrails on.
And then, measurement. I would advise you not to scale a campaign until you have checked that what the platform reports matches what you see in your analytics. I say this as someone who found their own Analytics counting one session on a day when another tool was counting seventy.
What it costs to run your campaigns
From €400 a month for management. The advertising spend is separate: you pay it directly to Google, according to the budget you decide on.
I give you the starting figure because price is the first question everyone asks, and the last one almost any website in the sector answers.
What is included each month
- Campaign, ad group and keyword structure, kept under review. Not set up once and then abandoned.
- Search terms and negative keywords. It is the most boring task in Google Ads and the one that saves the most money: there are always queries you are paying for without meaning to.
- Bids, budgets and allocation across campaigns.
- Ads and extensions, with tests that are measured, not impressions that are counted.
- Landing pages: we tell you what to change. The ad can be flawless and the page can still throw the conversion out of the window.
- Measurement: making sure the conversions the platform counts are the ones that matter to you, not forms that were merely opened or calls counted twice.
- A monthly report you can understand without a translator.
What we will tell you, even when you will not like it
If your campaigns have no room to perform with the budget you have available, we will tell you before we start. Of course it is more comfortable to charge the fee and let time pass, but a project that cannot work ends up costing more than the client who never signed.
And if what you need is to sort out your measurement before investing a single euro in ads, we will tell you that too.
Google Ads Agency in Madrid
Why run your Google Ads campaigns with AMDT?
I am not going to tell you we are the best, not least because there is no way to prove it. Here are four concrete reasons, and you can be the judge:
- We show you the account. You will see the actual spend, the fee shown separately and which campaigns are losing money. Nothing hidden inside an overall percentage.
- We audit before proposing. More than 225 checks on your current account before we touch anything and before we talk about budget.
- We measure what happens after the click. A click is not a sale, and default attribution leaves out quite a few conversions when the buying cycle is long, as it is in almost all B2B.
- We know the terrain before bidding. Fourteen years and more than fifty paid accounts managed are enough to know where the money is in each type of business.
We suggest starting with an audit of your current account. If it shows that your campaigns are already well managed, we will tell you and there will be no project. It has happened before.
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Frequently asked questions
What is the difference between SEO and SEM?
SEO earns the position; SEM buys it. Same goal, different economics.
SEM delivers results from day one and disappears the moment you cut the budget. SEO takes months to move, but what it achieves does not switch off when the campaign ends. That is why one is a recurring cost and the other an asset that builds up.
There is a less discussed difference that hits your pocket directly: in SEM the cost per click rises when more competitors enter your auction, even if you have not changed a thing.
Can SEM and SEO be worked on at the same time?
Not only can they be: in most of the projects we run, it is exactly what we recommend.
They complement each other better than you might think. Paid advertising sustains turnover while organic work matures, and along the way it tells you, with real money, which terms convert, which saves months of guesswork in SEO. Later, when organic starts delivering, you can cut back on ad spend without losing sales.
Clearly, running them separately, with two suppliers who do not talk to each other, wastes exactly that advantage.
What is Quality Score and what is it for?
It is the score from 1 to 10 that Google gives each keyword based on how relevant it considers your ad, the experience of the page it leads to and the click-through rate it expects to achieve.
It helps you pay less. With the same bid, a keyword with a good score appears higher and costs less than a competitor’s keyword with a low score.
That said, I would suggest treating it as a thermometer rather than a goal. It is an aggregated, approximate figure: it tells you where to look, not what to do. I have seen accounts chasing Quality Score while ignoring that their landing page took eight seconds to load, which was precisely the cause of the score.
Do you manage Google Ads campaigns in Madrid?
Yes. We are a Google Ads agency based in Madrid since 2012, so if you are looking for Google Ads campaign management in Madrid, you can count on us close at hand. And since Google advertising can be managed just as well remotely, we run campaigns for clients all over Spain.
Are Google Ads, SEM and PPC the same thing?
In practice they are used almost as synonyms, although there are nuances. SEM (Search Engine Marketing) is advertising on search engines; PPC (pay per click) is the model in which you only pay when someone clicks; and Google Ads is Google’s specific platform where all of that is managed. What matters is not the acronyms, but that your ads are well planned so that they bring you profitable customers.
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