Part of Digital campaigns
Search engine marketing
We get you showing up the moment someone searches.
Google Ads and Microsoft Advertising, set up and managed by someone who looks at it every week. Keywords that pay off, exclusions that stop waste, ads that match the page they send people to.
What you get
An account where every euro goes to a search you actually want.
What is search engine marketing?
Search engine marketing is paid advertising in search results, so you show up the moment someone actively searches for what you offer. WIT.agency sets up and manages those campaigns: we pick the keywords, write the ads, set the bids, and check weekly which searches are costing you money without delivering anything.
It's also called SEA, or outsourced Google Ads. It differs from SEO: SEO works on your position in the free results, search engine marketing buys a spot in the same list.
Marketing agency based in Belgium · Works locally, nationally and internationally · For businesses and for agencies
This is why they call us.
“We spend money every month and nobody can say exactly on what.”
Whoever notices this for the first time is usually too late to fix it cheaply. Never too late to stop it.
What we look at
Four parts. And weekly attention.
A search campaign is quick to set up and slow to get right. The difference isn't in the setup, it's in what happens with it every week.
Keywords
Which searches do you want to show up for?
And more importantly: which not. In most accounts, exclusions do more work than the keywords themselves.
Ads
Does what it says match where you send people?
An ad that promises what the page doesn't deliver costs you twice: once to Google, once in trust.
Bids
What can a click cost, and when?
Automated bidding works, but only if measurement is right and the guidance underneath it holds up.
Measurement
Does your account know what a successful lead is?
Without that, nobody knows what works, not even the system. This is the part most often quietly broken.
What it comes down to
From buying clicks to buying leads.
What's there now
The account runs, the budget spends, and the report mostly shows clicks and impressions.
What those clicks deliver isn't in there.
What's there afterwards
Measurement is set up right, so the account knows which search leads to a lead.
That often means a lower budget with more leads.
Illustrative example, not from an actual client.
The deliverable
Here's what it looks like when it's done.
An account that works, and that you understand.
- 01The keywords and exclusions, with the reasoning behind them
- 02The ads, matched to the page they send people to
- 03Measurement that works and counts leads, not clicks
- 04Weekly follow-up: checking search terms, shifting budget
- 05A conversation every month about what happened and what's next
How it usually goes
A fixed way of working. No fixed package.
This is the usual sequence. Where we go deep and where we keep it short gets decided during intake.
Intake
We ask the questions. What you sell, who searches for it, what a lead is worth, and what's already running.
at the table
Audit
We look inside the account ourselves, because an export doesn't tell you what a setting is doing.
grant access
Setup
Keywords, exclusions, ads, bids and measurement. Before anything goes live, we explain what's there.
approve
Management
Weekly checking of search terms, excluding what delivers nothing, shifting budget to what works.
the monthly conversation
Where it varies
No account yet? The first weeks go mostly into measurement. Something already running? It starts with cleanup.
Where it never varies
We always report honestly, even in a disappointing month. And we never keep managing something we believe isn't working.
What it costs
No rate card. One number.
One campaign on a handful of keywords is a different job than an account with fifteen campaigns in three languages. That's why there's no fixed price tag.
What there is: once the approach is set, the number is fixed. No hourly billing, no extra costs halfway through.
Honestly
Sometimes you need something else.
You want to advertise on other channels too.
Look at Digital campaignsYou want to get found without paying for it.
Look at Online findabilityYou don't yet know if search is even the right moment.
Look at Customer journey mappingYou're looking for a report to justify a decision that's already made.
Then we're not the right fitClient quote coming.
Frequently asked questions
What people ask before they start.
What does search engine marketing cost?
There's no fixed rate, because scope varies by account. Price depends on the number of campaigns, the size of the budget, the number of markets, and the state of your existing account.
Can you take over our existing account?
Yes. That's usually the smarter move too: an account with history performs better than a new one.
Can you take over from our current agency?
Yes, and it rarely goes badly. Your account stays yours, we just get access.
Do we lose all our data if we ever stop?
No. The account is in your name and stays yours, with all its history.
Is search engine marketing the same as SEO?
No. SEO works on your position in the free results, search engine marketing buys a spot in the same list.
Do you also do Microsoft Advertising?
Yes. The reach is smaller than Google, but in some sectors there's an audience there that's more expensive elsewhere.
Should we bid on our own brand name?
Usually yes, and usually less than what happens now. It's a calculation, not a principle.
Why do the clicks come in but not the leads?
Almost always one of two reasons: you're showing up for searches that don't fit you, or the page behind the ad promises something different.
See what's leaking first. Then step in.
The call where we work out whether search engine marketing makes sense for you takes thirty minutes and costs nothing.
Book a 30-minute call