Search Account Built From Zero for the German Market

A new German search account usually needs four to six weeks of live spend before cost per order stops moving, and most of that time is measurement work rather than keyword work. So we build the measurement first and the campaigns second. Measurement before keywords: Consent Mode v2 has been mandatory for EEA traffic since March 2024, and in Germany somewhere between a fifth and a third of sessions never grant analytics consent, depending entirely on how the banner is written. An account optimised on client-side conversion counts is optimised on a biased sample of consenting users. We set up server-side tagging on your own subdomain, or work with your existing Segment or Tealium pipeline if one is already running, define one primary conversion that fires on a paid order or a sales-qualified lead, and mark everything else secondary. Smart Bidding sees one number. Your board can still see the rest. The German-language build: German breaks the assumptions most keyword tooling was written under. Winterjacke Damen, Damen Winterjacke and Damenwinterjacke are three query shapes with different intent depth and different competition. Austrian and Swiss queries drop the eszett entirely, so Groesse and Grösse both need coverage, and Austrian shoppers reach for different product nouns than Germans do. We build the term set from your own search terms report where one exists, from Keyword Planner queried separately at DE, AT and CH level, and from reading the SERP itself: what the top four paid results promise, and where their landing pages fail to deliver it. Regulated copy, written that way in the first draft: For wellness and supplement clients the Heilmittelwerbegesetz constrains what a headline may claim about an effect. For food and drink, the EU health claims register under Regulation 1924/2006 governs the wording. We write to those constraints before submission rather than after a disapproval, and if your marketing deck contains a claim we cannot run in German, you hear it in week one. Structure: Phrase and exact to start. Broad match only once a campaign has enough conversion history for Smart Bidding to be doing something other than guessing, which in practice means roughly thirty conversions in thirty days. Account-level negative lists for competitor names you have decided not to pay for, job-seeker queries and support traffic. A brand campaign only if the SERP shows somebody actually bidding on you; in several DACH categories nobody is, and defending an uncontested brand term is a transfer from your media budget straight to Google. Not included: Landing page design or copy. Shopping feed and Merchant Center work, which is a different discipline and a different service. Performance Max. Video or display creative. We do not produce the German version of your English site, and if your pages are machine-translated we will say so and decline to launch on top of them, because paid traffic on a bad translation only buys a faster read of the same bad number. Who this is not for: Anyone below roughly ten thousand euros a month in media, where the account will never produce enough signal to justify what we charge for judgement. Pre-launch products with pricing still undecided. And buyers who want a keyword list and a bidding recommendation delivered as a document; the work here is the build and the first weeks of live decisions, and the document is a by-product. Ownership: Everything is built in your own Google Ads account under your MCC, with your billing and your conversion actions.