Account structure
Two search campaigns, as at Naitors: Brand Search holds on to existing demand, Leads Search targets only users with clear purchase intent.
Google Ads · Search campaigns
Google Ads for companies that measure inquiries.
Google Ads is paid advertising in Google search, where people who already look for your service find you. PIKA. Digital sets campaigns up so that we measure submitted inquiries, not clicks. The result is a cost per inquiry (CPL), which we compare every week with contact quality and revenue.
At Naitors (PVC windows and doors), Google search brought 56 inquiries in one month (April/May 2026) at a CPL of 14,57 € and a CPC of 0,88 €.
Reply within 48 hours. Personally from Kevin.
Updated: October 2026
Who it is for
Who is Google Ads for?
For service companies that people actively search for, for example window and door installers, heating or renovation contractors, where a deal is worth at least 3.000 €. The conditions: a clear offer, capacity for new customers and a person who picks up the inquiries.
Google is strongest when the buyer already has purchase intent. If intent has to be created first, Meta ads do that. We tie the two together in a lead generation system.
What we do
What does Google Ads management include?
Conversion tracking
We set up tracking so Google sees every submitted inquiry: Google Ads conversions, Consent Mode v2 and enhanced conversions.
Landing page
The ad leads to a page with one goal: a submitted inquiry in as few clicks as possible, with no unnecessary explaining.
Weekly optimisation
Every week we optimise by cost per inquiry and contact quality. We scale what works and stop what does not.
Measurement
How do we measure the success of Google Ads?
We measure three things, in this order: cost per inquiry, inquiry quality and revenue. Clicks and impressions are only interim data.
CPL tells you what one inquiry costs. How to calculate it is explained in What is CPL? Quality tells you whether the contact has a real budget and decision authority, because not every lead is worth the same. Revenue comes from the CRM, which shows which inquiries became a quote and a deal.
Every week you get a report that puts all three numbers on one screen.
Proof
What results has Naitors achieved with Google Ads?
56
inquiries from Google search in one month (April/May 2026)
14,57 €
CPL. CEE sector average: 30–60 €
0,88 €
CPC on Google search
5
salespeople who worked in Excel before and now work in the CRM
Naitors sells PVC windows and doors. First we rebuilt the website, then launched Google search with two campaigns, then set up a CRM with automatic entry. By October 2026, monthly inquiries had climbed to almost 100. Read the full case.
Terms
How do we work together?
We work in 90-day cycles and follow the same process as for every service: diagnostic, setup, paid traffic launch, ongoing optimisation. The notice period is 60 days. The advertising budget is separate from our work. We do not guarantee results in advance, but we always guarantee measurement. The full process is on the Lead generation page.
FAQ
What do companies ask most often about Google Ads?
How much does Google Ads cost?
The cost has two parts: the advertising budget and our work. The budget is separate from our work, and our work is itemised in the offer, because the price follows the size of the account and your funnel. At Naitors a click on Google search cost 0,88 € on average.
What is CPL and what is a good CPL?
CPL is cost per inquiry: advertising spend divided by the number of inquiries. At Naitors it was 14,57 €, against a CEE sector average of 30–60 €. What counts as a good CPL depends on the value of a deal and the share of inquiries that become deals.
Does Google Ads work without a good landing page?
Poorly. The ad brings the visit and the landing page turns it into an inquiry. At Naitors we rebuilt the website first, because the old one could not handle the traffic we planned.
What do you measure besides clicks?
Submitted inquiries, cost per inquiry and their quality. With a CRM we also see how many inquiries become a quote and a deal, so we judge an advertising channel by revenue, not clicks.
How do you track conversions if a visitor declines cookies?
With Google Consent Mode v2. Until the visitor accepts cookies, Google sets no cookie and can receive only signals without cookies and identifiers. We use the same approach on pikadigital.eu.
Do you also run Meta ads?
Yes. At Naitors we activated Meta ads after Google, and a lead-gen campaign brought 11 inquiries. Google catches people who are searching, Meta reaches those who are not yet.
Next step
Let's look at your Google account.
Tell us what you sell and what an inquiry costs you today. We review the account structure, tracking and landing page, and say what we would change first.
Reply within 48 hours. Personally from Kevin. If we are not the right fit, we say so.