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What needs to be ready before the campaign
There needs to be a clear offer, a way to handle enquiries and a page explaining what the ad promises. If these elements do not fit together, increasing visits may leave the underlying problem unresolved.
Location, languages, customer type and the capacity to respond all affect the approach. The first decision is what makes sense to advertise and what journey the person should complete.
Google Ads measures Quality Score for each keyword on a scale from 1 to 10, and one of its three components is landing page experience, according to its help pages as of 2026.
Does paying for ads improve organic rankings?
No. Google separates paid results from organic results. A campaign can bring paid traffic, but does not buy a better SEO position.
What the service can include
The proposal can include query research, campaign structure, ads, a review of the destination and configuration of the agreed measurement. Ongoing management and adjustments need defined responsibilities and scope.
- Offer, audience, languages and geographic reach.
- Relevant queries and searches that do not fit the service.
- The relationship between message, ad and destination page.
- Actions to measure and criteria for reviewing enquiries.
A click is not yet a customer
Distinguish an ad click, a submitted form and the quality of the enquiry reaching the business. Looking only at traffic volume can lose the connection with the outcome being sought.
Measurement also depends on how the website works, user permissions and the systems involved. Events treated as outcomes need checking before they are used to assess the campaign.
With Google’s basic consent mode, if the person does not consent no data is sent to Google and conversions are estimated with a general model, according to Google Ads help as of 2026.
Clarify costs and responsibilities
Advertising spend and the work of preparing or managing campaigns are separate items. The proposal should distinguish them and define account ownership and the responsibilities of each party.
Paid advertising does not buy better organic rankings. SEO and paid search can address the same offer, but are reviewed against their own objectives and conditions.
In its guide to how Search works, updated in December 2025, Google states that it does not accept payment to crawl a site more frequently or to rank it higher.
Is ad spend included in management fees?
The proposal needs to make this clear. The budget paid to the platform should be distinguished from preparation, monitoring and production work.
Work you can review
For My Happy Retreats and Do You Speak Djembe?, we worked on SEO and SEM together, so people searching land on the right page. In the first case, wellbeing retreats for the Swiss market. In the second, a landing page for the US market.
Working with businesses throughout Spain
We work from Girona and coordinate projects with businesses throughout Spain. We agree the starting point, materials and approvers for each phase so the work follows a shared direction.
