Google Ads Agency in Berlin

01 — Approach

Twenty years of Google Ads, zero autopilot

We have been running Google ads since the days when the whole thing was called AdWords and you set bids by hand, keyword by keyword. Machine learning now does much of that better than any human. What the machine does not know: your margin, your delivery times, which lead turns out to be dead weight three months later. That is exactly the gap we fill.

In practice, our management means this: we feed the system clean data and clear boundaries, check weekly what it does with them, and step in where it optimizes in the wrong direction. We never apply the account's built-in recommendations unchecked. A surprising part of our work consists of switching auto-applied suggestions back off.

02 — Current

What is changing in Google Ads right now

2026 is the year Google reorganizes its search campaigns around AI Max. The suite is leaving beta, and from September, campaigns using dynamic search ads, automatically created assets or broad match will be migrated to AI Max step by step, automatically. Let that simply happen and you hand over control without noticing. Steer it actively and you can use the built-in experiments to measure cleanly whether AI Max really delivers more in your account.

Also new: Performance Max finally shows channel-level reporting, so you can see how much budget flows into Search, Shopping, YouTube and Display. Brand exclusions let you keep other brands' terms out on purpose. And call-only ads are being retired; since February, no new ones can be created. If you relied on them, you need a plan now.

03 — Discipline

Search campaigns with and without AI Max

Search remains the backbone: this is where ads meet people who are actively looking right now. We structure search campaigns by intent instead of gut feeling, write ad copy that matches the landing page, and maintain negative lists that consistently filter out wasted spend. Broad match and AI Max get guardrails from us: clear exclusions, brand protection and a close eye on the search terms that actually cost money.

Whether the ad convinces in the end is decided by the page behind it. That is why we build landing pages ourselves when needed. More on that on our web tech page.

04 — Discipline

Performance Max without the black-box feeling

Performance Max can work brilliantly, especially in e-commerce with a good product feed. It can also quietly push budget into placements that only convert on paper. We build PMax campaigns with clean audience signals, well-maintained asset groups and the new channel reports as a control instrument. We split brand searches out, so PMax cannot decorate itself with the cheapest conversions that would have come anyway.

05 — Discipline

Shopping and product feeds

In Shopping, the best feed wins, not the best ad. Titles, attributes, prices, availability: what arrives in Merchant Center decides visibility and cost per click. We optimize feeds directly at the source, whether Shopify, WooCommerce or your ERP, and keep them current automatically. The same feed quality also pays into the new AI shopping surfaces, which we cover regularly on the blog.

06 — Practice

Account takeover and audit

Most clients come to us not with an empty account but with history: structures that grew over years, duplicate campaigns, conversion goals that count three times. Our audit cleans up measurement first, then structure, then budgets. In that order, because optimizing on wrong numbers only makes everything worse.

07 — Measurement

Honest numbers instead of account poetry

Google grades itself generously. We measure against it: server-side tracking, Enhanced Conversions and a view of contribution margin instead of just the ROAS in the interface. How that looks technically is on our Tracking & Analytics page. What the numbers mean for the budget is a decision we make together in a weekly rhythm, as described on the performance overview.

Google Ads rarely stands alone in our setups. Most combine search with Meta Ads for demand generation and SEO for the organic foundation.