Google and Meta ads with measurable results
Paid advertising is the fastest way to get in front of the right person, and the fastest way to spend a budget with nothing to show. The difference comes from measurement, creative and the patience to test, not from the choice of platform.
How much does Google advertising cost
There is no single figure, and there is a specific reason for that. Google Ads has no price list. Every time someone types a word into search, an auction runs between everyone who wants to show for that word. Two things set the price: how many competitors are bidding on the same word, and how relevant Google considers your ad and your page.
Three practical points follow from this.
- You pay per click, not per impression. If a thousand people see your ad and nobody clicks, you pay nothing. Meta works differently, there you usually pay for impressions.
- You never pay more than your maximum bid. The price you actually pay is usually lower, because you only pay what is needed to beat the next bidder in the auction.
- Relevance changes the price. Two companies bidding on the same word can pay very different amounts. The one whose ad copy and landing page match the search precisely pays less for the same position. This is why fixing the page often reduces advertising costs more than any setting inside the account.
How much budget do you need
Choosing a budget by feel is not worth it. You can work it out backwards from how many customers you need.
- How many enquiries you need per month
- How many enquiries usually become customers
- How much you are willing to pay for one customer
From that comes an acceptable cost per enquiry, and from that the budget. An example with round numbers: if you need 10 enquiries per month and you are willing to pay 30 EUR per enquiry, the budget is 300 EUR per month. If a click costs 0.50 EUR and one in every 20 clicks becomes an enquiry, that same 300 EUR gives 600 clicks and 30 enquiries.
These figures are only an arithmetic example. The real cost per click in your industry is clear after the first week of data, and during the audit we can tell you before launch if the account already has history.
What the advertising costs and what the management costs
These are two separate payments and they are worth keeping apart.
- The advertising budget goes to Google and stays in your account. We do not touch it and we take no percentage of it.
- The service fee covers the work: strategy, measurement, creative, optimisation and reporting. Our prices start from 500 EUR + VAT per month and are published further down this page.
The recommended advertising budget to start is from 500 EUR per month. Below that the system collects too little data to learn from, and the first phase drags on.
What it is and which problem it solves
This service is full paid advertising management: strategy, account and tracking setup, campaign build, creative production, daily optimisation and reporting. We work with Google search campaigns, Google display and video, and Meta ads on Facebook and Instagram.
The problem companies arrive with is simple: the ads are running, the money is going out, and nobody can say what actually produced the enquiries. The reason is usually broken measurement. When conversions are undefined or counted wrongly, the platform optimises towards the wrong goal and reports good numbers to itself.
The second common problem is expectations. Google search works where a person is already looking for a solution. Meta works where demand still has to be created. Mix them up and expect the same result from both within a week, and the conclusion will always be that advertising does not work. We agree up front what each campaign does and how it will be judged.
Who it is for
Advertising performs best when the foundations are in place: a page to send people to and a clear offer. If that is missing, we start there before we start spending.
- Companies that want a steady flow of enquiries rather than irregular bursts
- Online shops where cost per purchase and return on ad spend matter
- Companies already spending who do not know which campaign delivers
- Brands entering a new market who need to understand demand quickly
What is included
- Initial audit: accounts, tracking, existing data and competitor advertising
- Tracking setup: conversions, events and a data check before launch
- Campaign structure by service and audience instead of one catch all campaign
- Ad copywriting in Latvian and English
- Static and video creative aligned with your brand style
- Daily optimisation: bidding, audiences, keywords and negatives
- Regular tests with a clear hypothesis behind each one
- A monthly report with results, conclusions and next steps
What to expect from the result
The result of advertising work is two numbers you can state without a long explanation: what one enquiry or purchase costs and how many of them become clients. Once those are known, budget decisions become simple, because you can see where money works and where it only moves.
The first phase is almost always learning. We test several messages, audiences and creatives and assume that some will not work. That is not failure, it is the price of data. What matters is that tests are planned and that each one answers a clear question.
The second phase is stability. Once you know what works, the budget can grow without a sharp jump in cost per enquiry. At that point new creative and a better landing page deliver far more than extra setting changes inside the account.
How we work
- 01
Audit and goals
We review the accounts and tracking and agree on the main metric and an acceptable cost per enquiry. Without that number, optimisation is a matter of taste.
- 02
Fixing measurement
We set up conversions and events and verify that the data matches real enquiries. We never skip this step.
- 03
Structure and creative
We build the campaign structure and prepare several creative versions so there is something to compare from the first week.
- 04
Launch and learning
In the first weeks we let the system gather data instead of making sharp changes daily. Over managing at the start is a common mistake.
- 05
Optimisation
Guided by data we turn off what does not work and move budget to the campaigns and creatives that perform.
- 06
Reporting and planning
Every month we show what an enquiry cost, what changed and what we will do next, in language that does not require marketing knowledge.
Three tiers
The tiers differ by number of campaigns, creative volume and testing frequency. The media budget always stays in your own account.
Launch
from 500 EUR + VAT per month
The starting level: one platform, clean tracking and first campaigns aimed at understanding demand and cost per enquiry.
Scale
from 900 EUR + VAT per month
Two platforms, a broader campaign structure, regular creative testing and a monthly optimisation plan for a growing budget.
Performance
from 1 500 EUR + VAT per month
A full system with detailed tracking, retargeting, seasonal planning and a tight link to content and design work.
Setup, one off: 400 EUR + VAT. GA4, conversion tracking, pixel and CAPI, account structure.
- Two platforms do not cost twice as much. Strategy, tracking and reporting are shared, so at the Scale tier Google and Meta come at one price.
- The media budget is not included and stays in your own account.
- Recommended media budget from 500 EUR per month.
- Minimum engagement is three months, because a stable cost per enquiry usually arrives after two to three months, once campaigns have passed the learning phase.
Common mistakes we see
- Campaigns without conversion tracking, so optimisation runs on clicks
- Ads pointing at the home page instead of a specific service page
- One creative for the whole campaign, leaving nothing to compare
- Changing budgets and settings daily, which stops the system learning
- Expecting the same outcome from search and from social advertising
- Stopping campaigns after two weeks, before the data means anything
Frequently asked questions
- How much does one click cost?
- There is no fixed price, because every click comes out of an auction. The price is set by the competition for that specific search term and by how relevant Google considers your ad and your page. In practice this means two companies pay differently for the very same word. We can tell you the real cost per click in your industry during the audit.
- How large a budget do we need to start?
- The recommended advertising budget is from 500 EUR per month, plus the service fee from 500 EUR + VAT. A lower budget is not forbidden, but the system then collects too little data to learn from and the first phase drags on. We work out the exact figure backwards from how many enquiries you need and how much you are willing to pay for one.
- When will we see the first results?
- First enquiries often appear within the first weeks, but a stable cost per enquiry usually arrives after two to three months, once campaigns are past the learning phase.
- Do the ad accounts stay with us?
- Yes. Accounts are created in your company's name and you keep full access to the data even if the cooperation ends.
- Can you work if the website is not ready yet?
- We can, but we usually recommend sorting the site first, or at least one main service page, because that is what decides whether a visit becomes an enquiry.
Want to know what actually pays off?
Tell us what you advertise today and your monthly budget. We will review the accounts and say what we would change first.
Write to hello@polaroaks.comWant a price for your project?
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