Customers search for you on Google
People express their need in words: “washing machine repair” or “buy an office chair”. It makes sense to appear among the answers to those queries.
Marketing
Search and shopping ads
We show your offer to people already searching for that product or service. We collect search terms, build search and Shopping campaigns and regularly remove irrelevant impressions.
What search and Shopping advertising means at Eqvola
Advertising where demand already exists. A search ad appears in response to a query; a Shopping ad displays the product's image, name and price directly in search results.
Google Ads is the main tool. Search campaigns are configured for services and products; Shopping campaigns use a Google Merchant Center feed. We add other search engines where appropriate for your market.
The account and budget remain yours. Ad spend is paid separately into your advertising account. We use the access you grant and do not transfer accounts into our name.
We do not guarantee enquiries or return on ad spend. Results also depend on demand, competition, pricing, the landing page and sales response times. We are responsible for setup quality and honest reporting.
When you need this service
An online shop without Shopping ads
Products are on the website but do not appear in Google Shopping ads. We prepare the feed and launch Shopping campaigns.
Budget goes on irrelevant queries
Irrelevant search impressions, uncontrolled broad match and different products in one campaign. We review the structure and remove unnecessary traffic.
Merchant Center rejects products
We investigate feed data, prices, availability and platform policies. We fix what we can in the feed and document website changes as development tasks.
You need ongoing account management
Someone needs to regularly review search terms, bids, ads and costs. We take this on.
You may need something else
Need enquiries from several channels with quality monitoring → Lead generation and performance marketing
Need to reach customers who are not yet searching for your product → Targeted social media advertising
The landing page does not explain the offer → Landing pages and website marketing improvements
What search and Shopping advertising includes
Preparation
- analysis of search queries and competitors' ads;
- campaign structures by service, product category or geography;
- checking target actions and conversion imports into Google Ads;
- negative keywords and rules for excluding irrelevant queries.
Search and Shopping campaigns
- ad copy and assets: links, callouts and contact details;
- preparation and validation of a Google Merchant Center product feed;
- Shopping campaigns and Performance Max where appropriate;
- bid, schedule and geographic targeting setup.
Management and reporting
- regular search-term reviews;
- cost control within the approved budget;
- ad tests and budget reallocation between campaigns;
- a report on spending, conversions and upcoming changes.
HOW WE WORK
How the work progresses
You approve the structure, copy and budget; we handle setup, launch and daily monitoring.
- 01
Audit or start from scratch
We review the existing account, website, product catalogue and tracking. Deliverable: required fixes before launch.
- 02
Search terms and structure
We collect and group queries and define campaigns, geography and negative keywords. Deliverable: a campaign structure for your approval.
- 03
Ads and feed
We write copy, prepare the product feed and validate it in Merchant Center. We check that ads match the landing page.
- 04
Launch
We launch campaigns within the approved budget and monitor initial impressions and search terms.
- 05
Optimisation
We remove irrelevant queries, adjust bids and ads, and move budget towards campaigns producing relevant enquiries. Deliverable: a report explaining the changes.
What you receive
Campaign structure
A campaign and ad-group structure that can be explained and maintained.
A list of search terms and negative keywords
Which queries trigger ads and which deliberately do not.
A validated product feed
A feed with checked names, prices and availability, plus a list of rejected products and reasons.
Configured conversions
Target actions used to evaluate campaigns and inform automated bidding strategies.
Regular reports
Costs, search terms, conversions and an explanation of what changes next.
What we need from you
- access to a Google Ads account or agreement to create one for your company;
- access to Google Merchant Center and web analytics, if available;
- priority services or products and at least an approximate margin;
- current prices, availability and delivery terms;
- someone to approve copy and budget and report on enquiry quality.
You add payment details to the account yourself.
What determines the cost
Ways to work together
Launch: account audit or creation, campaign structure, ads, feed and conversion checks.
Ongoing management: cost control, campaign optimisation and reporting within the agreed scope.
What determines the cost
- the number of services, product categories and campaigns;
- the size and condition of the product catalogue;
- the number of regions and languages;
- the state of the existing account and tracking.
What is paid for separately
- advertising spend, paid into your own advertising account;
- website updates or website-side feed generation, if required.
FAQ
Search and Shopping advertising questions
Can’t find your question?
Send it through the form and we will reply.
Go to formHow does search advertising differ from lead generation?
Search advertising is one channel: search and Shopping ads. Lead generation covers the full journey to an enquiry: several channels, the offer page, enquiry records and quality assessment together with sales.
Can Shopping ads be launched without a developer?
Often, yes: many e-commerce platforms generate feeds themselves or through modules. If data is incomplete or a feed cannot be generated, we prepare a task for your developer or involve our development team under a separate scope.
Do you guarantee a cost per enquiry or return on ad spend?
No. An auction determines click prices, while order volumes depend on price, the page, competitors and sales handling. We agree goals, control costs and show what works and what does not.
Will we keep the account if we stop working together?
Yes. The account, campaigns and data history belong to you. We use the access you grant, which you can change or revoke.
Do you trust Google's automated strategies?
We use them when conversions are configured correctly and sufficient training data exists. Otherwise, automation optimises for the wrong business outcome. All questions and answers
YOUR NEXT STEP
Let’s discuss your task
Tell us what you have, what is not working and what result you expect. We will review your enquiry, clarify the details and suggest the next step.