Strategy with substance: How to sharpen your positioning and make structured decisions

Achieve sustainable success with a clear positioning strategy and well-considered decisions. Structures, models and practical examples for SMEs.

Google Ads: Visibility yes – but not at an exorbitant price You invest in Google Ads month after month, but you're not seeing a return on your investment? Instead, click prices are rising, enquiries are few and far between, and your campaign reports are as incomprehensible as a tax form in Japanese? Welcome to the club of SMEs that pay Google but don't win. The good news is that this can be changed – without any hocus-pocus, but with targeted optimisation. Expensive clicks, few customers? The problem with poorly optimised campaigns

An unoptimised Google Ads campaign is like a dripping tap in a workshop: a small defect that costs a lot of money over weeks. Except that with Google Ads, it's not water that's seeping away, but your advertising budget.

Too broad target groups: If your ad is shown to everyone, everyone will click on it – but not everyone will become a customer.
Unclear ad text: If you don't clearly communicate who and what you mean, you'll get lost in the sea of ads.
No conversion strategy: Clicks are only half the battle – what happens next?
No geographical targeting: Nobody knows why your ad should appear in Bern if you only work in Chur.

‘Many SMEs throw money at Google without knowing whether they'll get it back.’
– An experienced trustee from Winterthur

Optimising Google Ads – how to do it right

1. The right keyword strategy

Use long-tail keywords such as ‘window cleaning Zurich Altstetten’ instead of just ‘cleaning Zurich’.
Exclude irrelevant terms (e.g. ‘free’, ‘job vacancies’).
Think in terms of search intentions: Does someone just want to look or do they really want to book?

2. Targeted landing pages

When someone clicks on your ad, they should land on a page that matches their search exactly. So not just the home page, but a page with a clear focus, few distractions and a strong call to action. A visitor searching for ‘hairdresser Zurich men's haircut’ does not want to scroll through your entire offering first.

3. Clear ad text

Local reference: ‘Book an appointment in London now’
Highlight benefits: ‘No waiting times – fair prices’
Call to action: ‘Book online now’

4. Test, learn, improve

Conduct A/B tests: two ad texts, one goal. Which one gets more clicks? Which call to action works better? Don't trust your gut – trust the numbers.

‘Clicks cost money – optimisation saves money.’
– Online marketing coach from Basel

Typical mistakes that make your Google Ads more expensive

Some mistakes creep in unnoticed – and become silent budget eaters.

Mistake	Better this way
Ads have been running unchanged for months	Optimise regularly & retest
No negative keywords	Actively exclude irrelevant clicks
Focus on general search terms	Prefer specific, local terms
No conversion goals defined	Make success measurable
Target groups too large	Target location, language and devices specifically

What makes a good Google Ads agency?

Of course, you can manage your campaigns yourself – but as with your dentist or tax advisor, it's often worth letting the professionals take care of things.

A good Google Ads agency:

knows the Swiss market and typical customer enquiries
does not use technical jargon, but shows clear figures
responds to seasonal fluctuations and industry trends
analyses, tests and continuously adapts – not just at the beginning

„A good agency saves more money than it costs.“
– Managing director of a construction company in St. Gallen

Conclusion – advertise with a system instead of hope

Google Ads are not a sure-fire success. If you just place a few ads, you'll end up paying for it. If you systematically optimise Google Ads – or take matters into your own hands – you'll save money in the medium term and win more customers.

Remember: Google Ads are like raclette – with the wrong combination of cheese, heat and timing, it quickly becomes inedible.

Make your company irresistible

Your website will become a customer magnet, your visibility will skyrocket, and professionals will be lining up. It has never been so easy to plan for success – get started now!

Arrange an introductory meeting now ✓
100% non-binding