Where intent is at its highest.
Paid search is about meeting customers the moment they're searching. We run Google Ads and Microsoft Ads with a clear focus on what every krona actually gives back, so you capture demand instead of hoping it finds its way to you.
Four parts that decide whether paid search actually works.
Paid search is more than putting up a few ads and hoping for the best. It's four parts that have to work together. When they do, the results become predictable, not random.
Proper tracking before spend
Without proper measurement, you're advertising blind. We set up conversion tracking, GA4 integration and server-side measurement before a single campaign goes live, so you see exactly what every krona actually gives back.
- GA4 and Google Tag Manager configured
- UET tag for Microsoft Ads in parallel
- Server-side tagging where needed
- Enhanced conversions and Consent Mode v2
- Validation of conversion data before launch
The right platform for the goal
Google and Microsoft reach different audiences in different ways. We choose the platform based on where your customers actually are and what you want to achieve, not on which one happens to be biggest.
- Google Ads as the primary search channel in most cases
- Microsoft Ads as a complement in the right segments
- Review of search volume and competition per platform
- Budget allocated where it gives the best return
- Ongoing comparison between platforms
Structure, keywords and ad logic
We write ads that answer what the customer is actually searching for, not what we think sounds best. The right message, the right landing page, the right timing, so the click leads somewhere.
- Campaign hierarchy tied to business goals
- Keywords validated against intent and business value
- Ad copy that matches search behaviour
- Negative keywords and search term reviews
- Bidding strategies adapted to the level of data available
Ongoing optimisation and follow-up
Paid search is never finished. We adjust bids, test new ads, shut down what isn't performing and scale what is. Month by month, week by week, so the results keep moving in the right direction.
- Bid monitoring and day-to-day adjustments
- Search term analysis and campaign hygiene
- Performance comparisons between Google and Microsoft
- Strategic reviews and reporting
- Scaling based on verified results
When does paid search fit for you?
Paid search is powerful for the right kind of business and a waste for others. We'll tell you straight when it fits, and even more often tell you straight when it doesn't.
Your customers are actively searching for what you sell
If people are actually googling for what you offer, paid search is almost always one of the most profitable channels you can invest in. You meet the customer right when intent to buy is at its highest.
You need results fast
SEO builds value over months and years. Paid search can deliver measurable results in the first week. When time is short, it's often the only way to appear quickly at the top of search results.
You want real control and real scaling
With paid search, you can increase or decrease the investment from one day to the next. What works can be scaled up, what doesn't can be shut down. That level of control rarely exists in other channels.
You want to complement your organic presence
SEO and paid search aren't competitors, they're partners. Together they cover both the keywords you rank for organically and the ones you don't, and they double your presence where it matters most.
Two platforms. Different strengths.
Google owns most of the search market, but Microsoft Ads has its own advantages for the right audiences. We choose the platform or platforms that actually fit your business, not the ones that happen to be most popular.
Google Ads
Primary platformThe biggest search engine with by far the largest reach. Search, Shopping, Performance Max and YouTube in one ecosystem. For most companies, Google Ads is the foundation of all paid search.
- The largest search volume and the broadest reach
- Search, Shopping, PMax, YouTube and remarketing
- More data, faster learning, stronger scalability
- Works for lead generation, e-commerce and brand building
Microsoft Ads
Strategic complementBing, Yahoo and DuckDuckGo in one platform. Less reach than Google, but often lower cost per click and a different audience profile. Especially strong for B2B and older, higher-spending segments.
- Search users who are not on Google
- Often lower click costs and less competition
- LinkedIn-based targeting for B2B
- Import from Google Ads for a faster start
OUR FOCUS
Foundation first. Scaling later.
Most agencies throw up campaigns and hope for the best. We do the opposite. Before a single ad goes live, we make sure the measurement is in place, the account structure holds and that we know what we're optimising against. Otherwise every adjustment is just a guess.
The right tracking before spend
We never activate campaigns without correct conversion tracking. GA4, UET tag, consent handling and server-side tagging are set up and validated before budget is invested.
The right platform before expansion
Google Ads is the starting point for most businesses. Microsoft Ads is added only once the Google setup is delivering and there is a clear reason to broaden the search reach.
The right search intent before volume
We invest budget in keywords with business relevance, not just high volume. Every keyword is judged on conversion potential, not just traffic.
The right follow-up before scaling
Scaling only happens once we know what works. Budget moves to what delivers, platforms are compared, and decisions are based on verified data.
Four steps from first campaign to predictable growth.
Analysis and current state
We start by understanding where you stand. Your current account, competitors' advertising, your margins and which keywords can actually become profitable for your business.
Platform choice and account structure
We choose the platform and build an account structure you can actually manage. Before the first campaign goes live, we know exactly what we're measuring, how we're measuring it and why.
Launch and testing
Campaigns go live with clear goals. We test different ads, keywords and bids in parallel to quickly find what actually works for you.
Optimisation and scaling
When something works, we scale it up. When it doesn't, we shut it down or adjust. Month by month the account moves towards better results at the same or lower cost.
What our clients usually want to know.
SEO builds organic visibility over time and costs nothing per click. Paid search is paid advertising with faster results but ongoing cost. Most companies benefit from running both in parallel, where each channel does what it's best at.
It depends on your market and what a customer is worth to you. For most small businesses, a meaningful start sits around SEK 10,000-30,000 per month in media budget. Less than that makes it hard to get statistically reliable results. In a first call we give you an honest figure for your situation.
Absolutely. Paid search is one of the few channels where you can start small, measure exactly and only scale once it works. It's often more cost-effective for small businesses than for larger ones, because every krona can be followed all the way through.
For many companies, yes. Microsoft Ads has lower cost per click and a different audience profile that is often older and higher-spending. For B2B especially, it's worth testing alongside Google. We recommend it when it fits, not automatically.
The first clicks come on day one. Stable, repeatable results usually take 2-4 weeks, because the algorithms need time to learn and we need time to test the right ads and bids.
We usually work in 3-month periods because optimisation needs time. But you're never stuck in an agreement that isn't working. If something is off, we talk about it before the next period starts.
You get monthly reports showing what actually matters: cost, conversions, cost per customer and how things are moving over time. No exported dashboards without explanation, just a clear picture of where the money went.
Areas where we go deeper.
Paid search is broad. For some, an overall approach is enough. For others, a specific area needs to be built from the ground up. These are the ones we work with most across Google Ads and Microsoft Ads.
Google Ads
Our main paid search service. Search, Shopping, Performance Max and YouTube, all in one ecosystem. For most companies, this is the foundation of all paid search.
Google Shopping
For e-commerce. Your products show up directly in search results with image, price and store. The visitor sees what they are getting before they even click, which filters out unnecessary traffic.
Performance Max
Google's automated campaign type that reaches the whole ecosystem at once. Powerful when set up correctly, wasteful when it isn't. We know the difference.
Microsoft Ads
Our main service for advertising on Bing, Yahoo and DuckDuckGo. Less reach than Google, but often lower cost per click and a valuable audience profile for the right kind of business.
Bing Shopping
Product ads in Bing's search results. Often overlooked, but for e-commerce businesses with the right products it can be one of the most cost-effective channels available today.
Microsoft Audience Network
Display and native ads across Microsoft's wider ecosystem, including MSN and Outlook. A good complement for reach campaigns aimed at specific audiences.
Paid search gets stronger with the right neighbours.
Paid search performs best when it is paired with proper analytics, conversion optimisation and clear strategy.
SEO
Paid search delivers fast results, SEO builds value over time. Together you cover both the keywords you rank for organically and the ones you don't, and you double your presence where it matters most.
Conversion optimisation
More traffic is meaningless if visitors don't become customers. CRO makes sure the traffic paid search brings in actually turns into business.
Web Analytics & GA4
Without proper measurement, every paid search optimisation is a guess. We set up GA4 and server-side tracking so you see exactly what every krona gives back.
Digital Strategy
Paid search on its own is a tactic, not a strategy. We help you place it in a bigger context with clear goals and the right priorities across all channels.
Start with a review of your paid search.
We go through your current account or build a plan from the ground up. You get an honest picture of what's working, what's wasting money and what would move you forward.