Google Ads agency in Madrid that shows you where every pound goes
We create and optimise your Google Ads campaigns, and we show you which part of the investment is producing and which part is being wasted. Based in Madrid since 2012.
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What is Google Ads?
Google Ads is the platform you use to buy ads on Google Search, YouTube, Gmail and its network of partner sites. You typically pay when someone clicks.
Without mixing up the terminology, because there are quite a few loose terms floating around: Google Ads is the tool, SEM is the discipline of acquiring search traffic through paid means, and PPC is the billing model. In everyday conversation they are used interchangeably and that is fine, but it is worth knowing they are not the same thing.
The practical difference from organic positioning is straightforward: 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 simply reward the highest bidder — it rewards the combination of bid, ad relevance and the quality of the landing page.
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 per click than your competitor for the same position. That is why, in quite a few accounts, the most profitable improvement is not inside Google Ads at all — it is on the website.
It is the conversation we usually have before touching a single bid, and it falls under conversion rate optimisation.
Let us walk you through how we manage a Google Ads account — no smoke, calculator on the table.
What does a Google Ads campaign actually give you?
Essentially three things, and it is worth not confusing them with what the platform’s own marketing 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 choose location, time of day, device, budget and who you do not want to see your ad. 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 feeds your entire strategy — including organic.
What it will not give you is a permanently cheap channel: the day you stop paying, you stop appearing. Nor will it invent customers. 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 sits 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 assign a weighted score to each one. It is not glamorous, but it prevents the review from depending on who runs it and what sort of day they are having.
From there comes what we do in almost every case first: cutting 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 against scaling a campaign until you have verified that what the platform reports matches what your own analytics shows. I say this as someone who found their own Analytics counting one session on a day when another tool was counting seventy.
Google Ads Agency
Why should you run your Google Ads campaigns with AMDT?
I am not going to tell you we are the best — among other things because there is no way to prove it. Here are four concrete reasons; you be the judge:
- We show you the account. You will see the actual spend, the fee broken out 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 the default attribution misses quite a few conversions when the buying cycle is long — as it is in virtually all B2B.
- We know the terrain before bidding. Fourteen years and more than fifty managed paid accounts give you a sense of where the money sits in each type of business.
We suggest starting with an audit of your current account. If it turns out your campaigns are already well managed, we will tell you and there will be no project. It has happened.
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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 is an asset that compounds.
There is a less discussed difference that directly affects your wallet: in SEM the cost per click rises when more competitors enter your auction, even if you have not changed a thing.
Can you run SEM and SEO at the same time?
Not only can you — in the majority of projects we manage it is exactly what we recommend.
They complement each other better than you might think. Paid sustains turnover while organic matures, and as a bonus it tells you with real money which terms convert — which saves months of guesswork in SEO. Later, when organic starts delivering, you can scale back ad spend without losing sales.
Running them separately, with two suppliers who do not talk to each other, wastes precisely 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 landing page it leads to, and the click-through rate it expects to achieve.
It serves to pay less. With the same bid, a keyword with a good score appears higher and costs less than a competitor’s keyword with a poor 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 whilst 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 locally. And since Google advertising is managed equally well remotely, we run campaigns for clients across the whole of Spain and beyond.
Is Google Ads the same as SEM and PPC?
In practice they are used almost synonymously, 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 the specific Google platform where all of that is managed. What matters is not the acronyms but that your ads are well structured to bring you profitable customers.
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