An ad budget is a
measuring instrument
We build campaigns where at the end of the month you can see what a conversion cost and what it brought in. Not impressions, not reach — money against money.
In short: EASEO runs ad management on Google Ads and Microsoft Advertising, with conversion tracking as the first step and a monthly report that puts cost against revenue. Management is part of every retainer; standalone management on request. Minimum media budget €500 per month. See the pricing
Why advertising so often returns nothing.
Not because the channel does not work, but because nothing is measured that you could actually decide on.
Clicks are treated as the goal
Clicks are not revenue. As long as nobody knows what a click eventually produces, every optimisation is a guess with a chart around it.
Conversion tracking is off
Double-counted conversions, forms that do not report back, a thank-you page anyone can reload. The algorithm then learns the wrong thing and keeps doing it.
People intervene too early
A bidding strategy adjusted daily never leaves its learning phase. The campaign stays expensive and nobody knows why.
Nobody looks at the landing page
The budget goes into bringing visitors in, and the page they land on has not been touched in years. That is where the return evaporates — not in the bidding.
One campaign, three weeks, measured end to end.
A regional public transport operator, August 2026. The goal: get people who would have driven to a major event to park on the edge of the city and take the bus instead.
2,121
clicks through to the booking page in three weeks
15.3%
click-through rate — against 7.5% on the same advertiser’s previous campaign
4.08%
of visitors actually booked — the figure assumed beforehand was 1.5 to 2.5%
€11.04
in ad spend per booking, against €33.25 in revenue per booking
On €519 of ad spend that produced 47 bookings and 3.0× as much revenue for the operator as the campaign cost.
What this does not prove
- This is one three-week campaign, not an average across clients or periods.
- The sales figures come from the parking partner and are filtered at campaign level. Breaking them down by ad group turned out not to be reliably traceable on their side.
- The button on the events page carried no source code, so referrals from the client’s own site are not separately visible.
- Of the 2,121 clicks, 1,151 arrived as sessions. That gap is cookielessness and drop-off before the page loads — not a loss, but the conversion rate is calculated over sessions.
Google Ads and Microsoft Advertising.
The channel follows from where the demand is, not from a preference. Often both run, because the second delivers cheaper traffic the first does not reach.
Search
Advertising at the moment someone makes a choice. This is where the figures above come from — and the channel we can prove the most on.
Shopping
Product feed, prices and availability. It stands or falls with feed quality, so that is where the work starts.
Performance Max
Only worth it when conversion tracking is sound and there is enough volume. Without those two it is a black box that eats your budget.
Microsoft Advertising
Smaller reach, an older and more business-oriented audience, generally lower click prices. In the campaign above, foreign-language traffic was the cheapest of all — those are the corners we look for.
Measure, then build, then adjust.
Conversion tracking first
Before a single euro goes to ads, the tracking is in place. Tag Manager, enhanced conversions on a hashed email, and a test conversion we follow through the whole chain. If the measurement is wrong, everything after it is noise.
Campaign structure
Separate campaigns for separate decisions, so a learning cycle on one is not polluted by another. Foreign-language ad groups included by default when the audience is international.
Bidding with discipline
Hands off during the learning phase. We do not react to daily figures; that is the most expensive habit in this field. Adjustments run on a cycle, not on a hunch.
Weekly optimisation, monthly report
Search terms, bids and ad copy every week. Every month a report that puts cost per conversion against revenue — including what could not be measured reliably.
What we agree up front.
A minimum media budget of €500 per month
Below that a campaign never leaves its learning phase and you are measuring noise instead of results.
The media budget goes straight to the platform
We do not front ad budget. You keep the billing relationship and with it access to your own account and history.
The accounts are and stay yours
Campaigns, conversion actions, history and access are in your name. If we stop, everything stays and keeps working.
The landing page is part of the job
Advertising into a page that does not convert is throwing budget away. On a retainer with us, that page is covered by the same agreement.
Management is part of the retainer.
Paid media is included in all three retainers. On Basic that is one channel with management and a monthly report; Scale adds conversion tracking and weekly optimisation; Premium adds multiple channels plus A/B tests on the landing page. The media budget is separate and goes straight to the platform.
Standalone management without a retainer is possible, but it depends so much on your situation that a price list would tell you nothing. We cover that in the call.
Frequently asked questions.
What does advertising with EASEO cost?
Management is part of your retainer, from €1,000 per month. The media budget comes on top of that, a minimum of €500 per month, and goes straight to Google or Microsoft. We do not charge a markup on your media budget.
Why is the client in that example not named?
Because we agreed with that client that we do not go public under their brand. The figures are real and come from the report they received; the name is theirs, not ours.
Do you also do Meta and LinkedIn?
We can work with them, but we do not lead with them. Our evidence comes from search, and we would rather tell you what we can prove than what we could also do.
How long before a campaign pays off?
Expect a learning phase of several weeks where you are mostly paying to learn. In the campaign above the traffic got more efficient every day; what came in during the final week cost a fraction of the first days. Starting well ahead of time demonstrably pays.
What happens to my account if we stop?
Nothing. The accounts are in your name, the campaigns keep running and the history stays yours. We only remove our own access.
Who pays the media budget?
You do, straight to the platform. That is deliberate: it keeps the billing relationship and the access with you, and it stops us having an interest in a bigger budget.
Want to know whether advertising pays off for you?
In half an hour we look at what you measure now, where your demand sits and whether a campaign is worth it for you at all. Sometimes the answer is no — and then we say so.