(01) Economics
Economics and launch plan.
We define the target action, acceptable acquisition cost, constraints and the data scope needed for decisions.
- Target action
- Acceptable acquisition cost
- Constraints
- Scope data
The ad budget runs out every day. The question is what the business is left with after the spend.
We set up and manage Google Ads around an acceptable acquisition cost. We connect campaigns, landing pages and analytics so decisions are made by money, not clicks and CTR.
- 01Budget
- 02Demand
- 03Click
- 04Page
- 05Action
- 06order
- 07Cost acquisition
04 · PageThe budget most often burns here: the click is paid for, but the page does not confirm the ad promise.
Loss points (4)
Not every advertising problem can be fixed in Google Ads
-
01 · Loss
Wrong demand
Budget is spent on queries from people who are not ready to buy.
We pay for attention, not intent
-
02 · Loss
Wrong economics
Acquisition cost is compared with revenue without accounting for margin, repeat purchases and operating cost.
A campaign can be “profitable” only in reports
-
03 · Loss
Gap between ad and page
A user clicks one promise but does not find its confirmation after the transition.
The click is paid for, but no decision was made
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04 · Loss
Incorrect data
The algorithm optimizes for incorrectly configured or secondary actions.
Google learns from a false signal
The advertising account may optimise the campaign. but it will not fix a weak offer, page or business model.
From economics to campaigns
We first determine what acquisition cost the business can support. Then we launch advertising
We do not promise an exact number of orders before enough data is available. At the start, we define the economic threshold, verify assumptions with a controlled budget and scale only what demonstrates an acceptable result.
- 01MarginHow much the business earns from orders after costs
- 02Acceptable acquisition costHow much the business can pay to acquire a client without a loss
- 03Conversion websiteHow many visits become orders
- 04Acceptable click priceDerived from the first three indicators
- 05Structure campaignsWhat we launch and at what scale
Principle 01
An ad is evaluated together with its landing page.
Principle 02
Conversions are verified before launch.
Principle 03
The scaling decision is based on data quality, not on a desire to spend the budget faster.
What included in work
Four directions that keep advertising within the economics
(02) campaigns
campaigns and landing pages.
Create campaign structure by user intent. We verify alignment between the query, ad and page.
- Search campaigns
- Shopping
- Performance Max
- Remarketing
(03) Data
Data and optimisation.
We configure or verify conversions, clean search queries, redistribute the budget and control data quality.
- Conversion
- Search queries
- Budget allocation
- Data quality
(04) Report
Report and next decisions.
We show spend, target actions, acquisition cost and attribution limitations. We define what to stop, what to fix and what can scale.
- Costs
- Target actions
- Cost acquisition
- Attribution boundaries
The format mix — Search, Shopping, Performance Max and remarketing — depends on the challenge and is not sold as a single product.
Ownership and transparency
You pay for the result of the work — so the account, data and work remain yours
The advertising account is created and managed in the client’s ownership. You keep access to campaigns, statistics and history regardless of whether we continue working together.
The client pays the advertising budget directly to Google. Sheker.Agency’s fee is paid separately and is not hidden inside advertising costs.
- Two separate money flows
- 01Advertising budget → Google
- 02Management payment → Sheker.Agency
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- Start
- 01
meeting and business-context
- Economics
- Margin and constraints
- Target action
ResultA shared understanding that advertising must return value to the business.
Artefact · Summary meeting
- 02
Audit or launch modelling
- Existing campaigns
- Budget losses
- New launch calculation
ResultIt is clear what we preserve and what we change.
Artefact · account audit
- 03
Verification data and pages
- Conversion
- Analytics
- Landing pages
ResultWe do not launch traffic into an untested funnel.
Artefact · readiness checklist
- 04
Structure and controlled launch
- Campaigns by intent
- Limited budget
- Control of first signals
Resultwe verify assumptions without large costs.
Artefact · structure campaigns
- Monthly cycle
- 05
Analysis data
- Costs
- Target actions
- Cost acquisition
ResultDecisions are made by money, not CTR.
Artefact · cycle data
- 06
Loss detection
- Irrelevant queries
- Weak pages
- Ineffective groups
Resultmoney stops going to what does not work.
Artefact · loss list
- 07
Budget reallocation
- Prioritise by result
- Scale what works
ResultBudget is concentrated where it pays back.
Artefact · updated allocation
- 08
Validate new decisions
- hypotheses
- Controlled test
ResultChanges are tested, not implemented at random.
Artefact · results tests
- 09
Report and priorities
- What changed
- What this delivered
- What we do next
ResultThe next cycle is based on the previous cycle’s data.
Artefact · cycle report and plan
Cost
Google Ads management – from $1 500 on month
The advertising budget is paid separately to Google. The required budget depends on click cost, conversion, geography, assortment and the amount of data needed for a conclusion — there is no single minimum for every business.
Google Ads managementMonthly
from $1 500 / month
Advertising within the acceptable acquisition cost.
- Strategy and plan campaigns
- Regular optimisation
- Conversion control
- Verification of the connection with landing pages
- Report and monthly review
- Next-cycle plan
Advertising campaign auditOne-off
from $1 500
When campaigns already run but the result is unclear.
- Structure campaigns
- Data and conversion quality
- Irrelevant spend
- connection with landing pages
- Fix priority
Next decisions
Advertising quickly shows problem. but it cannot always fix it
(01) Situation
There is demand, but the page does not convert
Advertising brings target users, but the page does not help them decide.
- CRO for eCommerce
- Redesign
(02) Situation
Dependence on paid traffic grows
Paid acquisition works, but every sales increase requires higher spend.
- SEO-optimisation
- Content and structure
(03) Situation
There is no convincing page for the query
The campaign leads to a general page because the required page simply does not exist.
- Landing page development
- new landing pages
We do not increase the advertising budget, to hide the problem elsewhere in the customer journey.
Questions
What people usually ask before launching advertising
It depends on click prices, competition, geography and the amount of data needed for decisions. We name a recommended range after assessing the niche and economics — any universal figure would be arbitrary.
Traffic may appear immediately after launch, but estimating acquisition cost requires a sufficient volume of accurate data. The timeframe depends on budget, demand the number of conversions.
The account, campaigns, statistics and history belong to the client. The budget is paid directly to Google.
No. We start with an audit. We preserve what works and change decisions where we see a problem and can explain its impact.
No. Results are affected by demand, competition, the offer, prices, the website and sales work. We are responsible for setup quality, data, optimisation and decision transparency.
The founder is responsible for the economic model, strategy and key reviews. The team performs operational work in a unified analytics, UX and development context.
Start
Before increasing the budget, we will define what should return value to the business
A 30-minute online meeting with the founder. We discuss the economics, current campaigns and website. Afterwards, we propose the next-step format: launch, audit or work on a problem outside the advertising account.