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Guides

Explore practical guides to management, costs, conversion tracking, account setup and automation.

Management, partner choice and costs

Topic pageGoogle Ads management in Switzerland – managed by maitiqHave your Google Ads managed: continuous account analysis, recommendations you can follow, a named contact. Fee per account, media budget separate. Free audit.Open the topic page

Guides on this topic

  1. Calculate total Google Ads costs: an annual planning worksheetA worksheet method for your own spreadsheet, not an online calculator: twelve months of media budget, fees, setup and internal time, year one and ongoing operations separate.
  2. Changing your Google Ads agency: secure the account, access and measurementWhen changing agency, keep the existing Google Ads client account where possible, retain administrator access under your company's control, and test the new manager-account link before removing the old one.
  3. Does a Google Ads agency fee based on ad spend make sense?Check whether a Google Ads agency fee based on ad spend makes sense: agreed fee base, rate, tier type, exclusions, minimum fee, cap and invoice reconciliation – with worked examples and clear review questions.
  4. Google Ads agency or freelancer: which model fits?Agencies, freelancers, networks and managed services differ in their operating model: who is responsible for the account, who provides cover during an absence, who owns access and data – and what annual costs arise?
  5. Google Ads budget or agency fee? The cost difference explainedKeep media budget and management fee separate – they have different payees, supporting documents and approval processes.
  6. Google Ads in-house or externally managed? Choosing a management modelGoogle Ads belongs in-house when your company can permanently provide the specialist expertise, reliable capacity, cover and decision-making authority internally.
  7. Google Ads software or managed service: what really takes the load off your team?Software licence or managed service: the comparison turns on operating responsibility, review effort and total operating costs – not on the visible price or the feature list.
  8. How do you compare Google Ads agencies fairly?Compare Google Ads offers on ten criteria: services, measurement, account access, approvals and costs. With your own weights and clear knock-out criteria.
  9. Reduce Google Ads costs without cutting servicesA practical worksheet for reducing Google Ads costs without cutting services: separate media spend, account management, coordination and additional costs, document the evidence and any shifted work and costs, and verify each saving.
  10. Which pricing models do Google Ads agencies use?Review fixed price, percentage, time-based, project price and hybrid models: eligible base, rate, tiers, cap, exclusions and invoice reconciliation – with formulas, examples and a scenario calculator.

Lead generation, conversion tracking and marketing impact

Topic pageMeasure Google Ads leads – conversion tracking with maitiqAre your Google Ads leads usable? maitiq reviews conversion actions and data in the account, flags measurement gaps and focuses the account work on the conversions that count.Open the topic page

Guides on this topic

  1. Checking Google Ads conversion tracking: a checklist for your auditCheck Google Ads conversion tracking: valid events, counting method, duplicate conversions, consent and data reconciliation. With an audit checklist.
  2. Google Ads call tracking: measuring calls and lead quality, and linking them to the CRMCall tracking for Google Ads: measure the call source, valid calls and later business value separately – with number assignment, consent, minimum quality, duplicates and CRM mapping.
  3. Google Ads lead generation: capture demand and measure lead qualityGoogle Search reaches people who are actively looking for a solution: a guide to search intent, landing pages, valid enquiries, lead qualification and measurement.
  4. Google Ads offline conversions: importing CRM outcomes and lead qualityGoogle Ads offline conversions: import CRM outcomes and lead quality – qualified leads, sales opportunities and closed-won deals, with identifiers, duplicate control, tests, acceptance and data protection.
  5. Google Ads reporting: how to read measurement and attribution correctlyHow to read Google Ads reporting correctly: media spend, platform conversions and stored business transactions kept separate, with timeline, attribution model, conversion window and coverage for each metric.
  6. How to calculate marketing ROI, ROMI and ROAS correctlyROAS divides attributed conversion value by advertising cost; ROMI and ROI can include further marketing or investment costs.
  7. Keeping marketing pipeline attribution and incrementality apartAttribution assigns credit for observed outcomes to marketing interactions; incrementality estimates the additional outcomes that would not have occurred without an activity.

Google Ads setup, implementation and operations

Topic pageGoogle Ads setup, takeover and operations – with maitiqSet up, take over and run Google Ads: access, conversion measurement, structure and approvals clearly arranged. Free audit for existing accounts.Open the topic page

Guides on this topic

  1. AI for Google Ads management: what it can do – and who decidesAI-supported Google Ads management compared: tasks, controls and limits – and who decides what.
  2. Controlling AI in Google Ads: automation with guardrailsStart by checking what is running, what it is allowed to change, who is responsible and how it can be stopped – with a register for Smart Bidding, automatically applied recommendations and external tools.
  3. Google Ads audit checklist: review your account systematicallyA Google Ads audit checklist reviews an account across ten areas – access, conversion, settings, structure, search terms, negatives, budget, ads, changes and reporting – and records evidence, status, risk, decision and rollback for each item.
  4. Google Ads budget pacing: keep the monthly budget under controlBudget pacing connects an approved period plan with the observed costs and the campaign budget settings.
  5. Google Ads governance: approving changes in a controlled wayGoogle Ads governance is the documented path from an observed signal to a verified change: evidence, proposal, a decision by a person or the explicitly enabled, bounded autopilot policy, separately authorised implementation and verification – each with responsibility, status, evidence and an error outcome.
  6. Google Ads onboarding and monitoring with a clear sign-offGoogle Ads onboarding with a clear sign-off for access and measurement, followed by monitoring that turns signals into decisions.
  7. Identifying Google Ads waste without drawing false conclusionsWhether media spend is waste is decided by stated criteria – not by a missing piece of evidence. Missing evidence is a data gap, not a zero value.
  8. Reviewing Google Ads search terms: negative keywords with evidenceReviewing Google Ads search terms and negative-keyword candidates: which candidates are checked, which data the account provides, and what the decision rests on.

AI in marketing and automation

Topic pageAI in marketing: prioritise use cases – with maitiqWhere can AI help your marketing? maitiq sorts use cases by expected benefit and risk, plans a limited pilot project and runs Google Ads with AI-supported analysis. Discuss your project.Open the topic page

Guides on this topic

  1. AI image and video ads: from brief to approvalGenerative tools can produce variants quickly. The marketing value depends on the creative brief, brand, rights, quality control, platform requirements and structured testing and review.
  2. AI marketing strategy with a robust business caseAn AI strategy needs no report on AI trends, but a prioritised task list, a measured baseline, a desired outcome and clear accountability.
  3. AI personalisation in marketing: how to scope a pilot projectAI personalisation in marketing: decision rules, the minimum data required, a neutral default and a measurable pilot — without blanket promises of success.
  4. Generative Engine Optimization (GEO): method and measurementGEO for AI search: make content accessible, support answers with verifiable sources and measure mentions and citations systematically – without a visibility guarantee.
  5. How to assess AI agents in marketing reliablyAI agents in marketing: when dynamic planning is needed, how the mandate, tool permissions, memory, approvals, costs and tests are bounded – and when a workflow is enough.
  6. How to assess an AI marketing implementation partner objectivelyHow to select an AI marketing implementation partner: eight assessment areas covering problem understanding, data flow, governance, operation and exit.
  7. How to choose AI marketing toolsChoose AI marketing tools by starting from the task, not the vendor list. Compare candidates on mandatory requirements, verifiable quality and the total cost per accepted result.
  8. How to choose the right AI marketing use casesEight practical examples and six selection criteria for AI marketing use cases – for repeatable tasks with enough suitable data, verifiable results and commercial relevance.
  9. How to introduce AI into marketing in a controlled wayAI adoption in marketing: seven practical phases, from making use visible to controlled scaling or rollback – with roles, training, tests and operational approval.
  10. How to plan MarTech architecture for marketing AIAI integration should move data only where a defined marketing task needs it.
  11. How to put AI governance into practice in marketingAI governance in marketing: practical rules for data, roles, approvals, incidents and exit – with clear review points for each use case.
  12. How to use AI in content marketing in a controlled wayAI in content marketing: speed up research, draft alternative versions and organise content – with a clear buyer’s question, statements backed by evidence, editorial responsibility and a measurable next step.
  13. Marketing automation with AI: triggers, approvals and exceptionsMarketing automation with AI: plan the normal process and its exceptions, with clear inputs, decisions, stopping conditions, the person responsible and a traceable record.