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Monthly retainer for your Google Ads management
Starting from 1,000 USD. You'll see your individual price after entering your details.
Scope of services
Scope of Services — Performance Marketing & Lead Generation
What ongoing management covers, where the focus lies, and which services can be added optionally — transparently at a glance.
Ongoing performance-marketing management
The focus of management is on generating qualified leads via paid-media channels. Depending on the project, the following platforms may be managed, among others:
- Google Ads
- Microsoft Ads
- Meta Ads
- LinkedIn Ads
The specific channel and campaign scope is defined before project start.
Strategy & campaign management
Included in the monthly package price:
- Development and ongoing refinement of the lead-generation strategy
- Setup of new campaigns within the agreed platforms
- Optimization of existing campaigns
- Budget control and budget allocation
- Selection and optimization of suitable bidding strategies
- Keyword and search-term optimization
- Negative keywords and exclusions
- Audience optimization
- Ad and asset optimization
- Ongoing campaign and performance analysis
- A/B testing of ads, targeting and campaign structures
- Identification of scaling and optimization potential
- Recommendations to improve landing pages and conversion rate
The focus is not exclusively on the number of generated leads, but in particular on:
- Cost per lead
- Lead quality
- Conversion rate
- Qualified leads
- Cost per qualified lead
- Sales and CRM feedback, where available
- Actual business outcomes
Lead quality & conversion signals
Especially in lead-generation campaigns, a cheap lead is not automatically a good lead. That is why, as far as technically and organizationally possible, we also account for the quality of the generated inquiries. This includes:
- Lead-quality analysis
- Aligning campaigns with relevant conversion actions
- Lead-qualification recommendations
- Incorporating CRM or sales feedback
- Offline Conversions recommendations
- Enhanced Conversions for Leads
- Conversion values and qualified conversion signals
- Optimizing campaigns for the most relevant leads rather than pure lead volume
Technical implementations can be offered separately depending on scope.
Tracking & data quality
Included within existing tracking setups:
- Review of the most important conversion actions
- Checking conversion data in the ad platforms
- Identifying obvious tracking issues
- Recommendations to improve data quality
- Review of existing Enhanced Conversions
- Review of existing offline-conversion signals
- Aligning campaign optimization with conversion goals
Complete tracking re-implementations or larger technical adjustments are not automatically part of the monthly package price.
Reporting & ongoing analysis
- Ongoing performance monitoring
- Analysis of relevant lead-generation KPIs
- Regular campaign optimization
- Assessment of cost, conversion rate and lead quality
- Identification of anomalies and optimization opportunities
- Monthly summary of key developments and next steps
Monthly strategy call
Included in the monthly package price: 1 strategy and performance call per month, up to 45 minutes. Possible topics:
- Campaign development
- Lead volume and lead quality
- Current CPL trend
- Feedback from sales or CRM
- Budget and scaling decisions
- New campaigns or offers
- Tracking and conversion signals
- Strategic priorities for the coming month
Additional meetings or calls can be arranged separately as needed.
Optional add-on services
The following services are not part of the regular monthly package price, but can be commissioned separately.
Creative production
- Static ads
- Social ads creatives
- Display banners
- Creative variations
- Video ads
- Video editing
- UGC creatives
- Animations
- Adapting existing creatives to different formats
Design, production and creation of creatives are billed separately. The strategic recommendation of which creatives are needed can be part of ongoing management.
Extensive copywriting
- Landing-page copy
- Advertorials
- Long-form copy
- Video scripts
- UGC scripts
- Extensive content concepts
- Larger localization and translation projects
Standard ad copy and minor copy adjustments within managed campaigns are part of ongoing management.
Landing pages & conversion-rate optimization
- Conception of new lead-generation landing pages
- Landing-page design
- Technical build
- Form optimization
- Conversion-rate optimization
- A/B testing
- Landing-page tracking
Strategic recommendations on existing landing pages can be part of ongoing management. Technical implementation is offered separately.
Tracking implementation
- Google Tag Manager setup
- GA4 setup
- Google Ads conversion tracking
- Enhanced Conversions
- Enhanced Conversions for Leads
- Offline conversion tracking
- CRM integration
- Server-side tracking
- Consent Mode
- Meta Conversion API
- LinkedIn conversion tracking
Effort and price depend on the existing technical setup.
CRM & offline-conversion integration
- Defining relevant lead stages
- MQL and SQL tracking
- Feeding qualified leads back to ad platforms
- Offline conversion imports
- Conversion values
- CRM feedback loops
- Technical coordination with CRM or sales systems
Additional platforms, markets or accounts
- Additional ad platforms
- Additional countries or regions
- Additional brands
- Additional ad accounts
- New business units
- Extensive international rollouts
Additional meetings & workshops
- Additional performance calls
- Sales meetings
- Internal team meetings
- Agency or partner calls
- Workshops
- Strategy sessions
- Management presentations
One monthly call of up to 45 minutes is included in the package. Additional appointments are billed separately.
Not included in the standard package
Unless expressly agreed otherwise:
- Creative production
- Graphic design
- Professional video production
- Photo shoots
- UGC production
- Landing-page development
- Website development
- Extensive technical tracking implementations
- CRM implementation
- External software costs
- Media budget / ad spend
- Stock images and licensing costs
- Professional translation services
- Additional meetings beyond the included monthly call
Scope at a glance
The monthly retainer covers in essence:
The focus is on qualified leads and sustainable campaign performance — not exclusively on as many or as cheap conversions as possible. Additional production, development or tracking services can be added flexibly and transparently.