Google Ads PPC: full-service setup and management

PPC advertising is ads that people see in response to their own search query on Google. Someone types in "inheritance lawyer" or "dental implant price" — and sees your ad above the organic results. You pay not for the impression, but for the click. Demand is already there: you don't need to convince anyone that they need the service.

That's the key difference from Meta ads. On Meta, you catch someone scrolling between photos of friends and spark interest with the creative. On Google, you show up at the moment the decision has already been made and the person is choosing a vendor. That's why search leads are often closer to a deal, even though the click costs more.

Google ads run on an auction: every query is contested among advertisers, and ad position is decided by bid and the quality of the ad and landing page. So the result isn't about "turning the campaign on" — it's ongoing work with keywords, negative keywords, ad copy, and the page traffic lands on.

Search wins where people are actively looking for a solution right now. A lawyer, a dental clinic, a service business, a repair shop, a B2B supplier don't need to explain why the service is needed — they just need to show up the moment someone searches. For the legal niche, we've covered the logic separately on the law firm advertising page.

Meta ads perform stronger where demand is impulsive or visual: beauty, fashion, events, e-commerce. In our case study for a sneaker store in Zurich, cold audience targeting on Meta delivered 266 purchases at 15.91 CHF each over 17 days — a result search can't replicate, since people don't search for a specific pair of sneakers every day.

In some niches, the right answer is both channels: Google captures demand that already exists, and Meta adds volume and brings back people who've already visited the site. If you're still deciding, we've broken down the comparison in Meta Ads vs. Google Ads.

• Services with urgent need: lawyers, medicine, services, repairs, towing, on-call technicians
• B2B with a long sales cycle, where buyers search for a specific solution
• High-ticket businesses, where even an expensive click pays for itself with a single deal
• Companies that already have a website or landing page with a form and analytics

Short answer: search is for when demand already exists and needs to be captured, Meta ads are for when demand needs to be created. Most debates about "which is better" come down to niche and ticket size. Below is a comparison by the criteria that actually affect lead volume and cost.

The basic combo for lead-gen businesses is search plus remarketing. Search campaigns capture hot queries: the service name, service + city, service + price, competitor and problem-based phrasing. We filter out everything irrelevant with negative keywords, otherwise the budget gets eaten up by informational queries like "how to do it yourself".

Remarketing brings back people who've already visited the site but didn't submit a lead. In our case study for a dental clinic network in Kyiv, retargeting site visitors together with segmented campaigns delivered 6,780 leads at $1.5 each and a 230% ROI over 10 months — winning back a warm audience is almost always cheaper than a first visit.

We build the structure around demand segments, not one campaign for everything. For the dental clinic, that meant separate tracks: emergency care, scheduled treatment, cosmetic dentistry. This split gives honest statistics for each track and the ability to switch off what isn't paying off without touching the rest.

• Search campaigns for commercial queries with manual negative keyword control
• Remarketing to site visitors who didn't submit a lead
• Separate campaigns for demand segments and locations
• End-to-end UTM tracking and lead handoff to CRM

Setup is the one-time part: an audit of what's already in place, keyword research, campaign structure, ad copy, negative keywords, conversions and analytics, and a landing page review. If the site isn't built to sell, we'll tell you at the start — not after a month of wasted budget.

Management is the daily work with the auction: cleaning up search queries, reallocating budget between campaigns, headline testing, bid management, reports. Every week you get a report on spend, leads, and cost per lead, and every month — a strategy call on what we're scaling and what we're switching off.

If needed, we add channels to fit the task: Meta, TikTok, AI automation. The full list of what we do is on the services page, and the details specifically on PPC are on the Google Ads page.

• Audit of the current ad account and a brief on niche, location, margin, and target lead
• Keyword research, campaign structure, ad copy, negative keywords
• Setting up goals, events, and analytics, UTM tracking
• Daily optimization, weekly reports, monthly strategy call

Launch takes five business days — that's our standard cycle for any ad channel. You're not waiting a month for "strategy development": the first week ends with working campaigns, not a presentation.

The first month is the most work-intensive: that's when we gather statistics, clean up search queries, and cut off irrelevant clicks. After that, every month of work builds on the last: remarketing audiences grow, conversion data gets more accurate, and the cost per lead stabilizes.

Google Ads management at InSync costs $450–700/mo — the range depends on the scope of work and number of channels. The ad budget is paid separately and starts at $600/mo: that money goes directly to Google for clicks, not to us.

Why the budget can't be any smaller: in an auction with a small budget, the campaign doesn't get enough clicks for the algorithm — or us — to see which queries actually generate leads. Instead of optimization, you get guesswork. You can estimate the number of leads for your budget in the lead calculator.

Click prices and cost per lead vary by niche: across our projects, CPL ranged from $1.5 in dentistry to $2.8 in B2B construction. We calculate the exact figure for your niche after an ad account audit — free and with no obligations.

The numbers below come from our paid traffic management practice. We chose the channel for each project based on where demand actually lives in that niche, so some results are from Meta, and some from search and site remarketing.

A dental chain with three branches in Kyiv, 10 months: 6,780 leads, CPL $1.5, budget $10,170, patient conversion rate 28%, ROI 230%. We ran separate campaigns for emergency care, planned treatment, and cosmetic dentistry, plus UTM tracking into the CRM and retargeting of site visitors.

B2B medical devices in Europe: a 10-day test produced 96 leads at $1.95. Thermal panel insulation in Ukraine, B2B construction: 475 leads, CPL $2.8, budget $1.3K over two months. Both projects show how an expensive niche with a long sales cycle can still deliver a cheap lead when irrelevant queries are properly filtered out.

InSync is a full-cycle Ukrainian performance agency: Meta, Google Ads, and TikTok Ads, plus AI automations. In 4 years — 150+ completed projects across 40+ niches and over $200K in managed ad spend. Markets we work in: Ukraine, the US, Germany, Kazakhstan, Switzerland, Canada, and EU countries.

We don't start with a proposal — we start with an audit. We look at your ad account or business, calculate a realistic cost per lead for your niche, and tell you straight whether your budget is enough for Google Ads or whether Meta ads would be a better starting point. For medical niches, we laid out the launch logic on our dental ads page.

Next comes five days to launch and weekly reports. Agency founder Anton Tysiachnik personally takes part in project strategy calls. You can reach us via the contact form or on Telegram.