How we work
Our 6-step process takes your online marketing from analysis to scaling. Transparent, data-driven and cancelable monthly.
Analysis & Audit
In the first step, we analyze your current situation: website performance, existing campaigns, competitors, target audiences and market potential. For SEO, we carry out a technical audit; for Google Ads, an account analysis with keyword research. The result is a clear picture of your starting position and the biggest levers.
Strategy & Roadmap
Based on the analysis, we develop a tailored strategy with prioritized measures. Quick wins for fast results and long-term initiatives for sustainable success. You receive a clear roadmap with a timeline, milestones and KPIs.
Setup & Implementation
We implement the strategy: setting up campaigns, implementing tracking, optimizing landing pages, creating content. For Google Ads: campaign structure, ad copy, bidding strategies and conversion tracking. For SEO: technical optimizations, on-page SEO and content creation.
Optimization & Testing
Continuous optimization begins from day 1. We systematically test ad copy, keywords, target audiences and landing pages. Weekly analyses and adjustments ensure that your campaigns keep getting better. Negative keywords, bid adjustments and A/B tests are standard.
Reporting & Transparency
Monthly performance reports with all relevant KPIs: clicks, conversions, ROAS, CPA, rankings and traffic development. Transparent figures, no black box. In regular strategy calls we discuss the results and plan the next steps together.
Scaling & Growth
As soon as campaigns run profitably, we scale: increasing budget, opening up new channels, expanding target audiences. From Google Ads to Meta Ads, from Search to Shopping, from one city to all of Germany. We support your growth long term — cancelable monthly and with no minimum term.
Why our process works
Data-driven
Every decision is based on data, not gut feeling. We measure, test and optimize systematically.
Transparent
No black box. You have access to the account and the reports, every change is documented and explained, and you decide on your budget.
Scalable
Our process works for a 500 euro advertising budget just as well as for 50,000 euros. We grow with your success.
What you should know
Taking stock before the first change
The starting point is not a new campaign but a review of what already exists. That includes the change history in the Google Ads account (who changed what, and when), the search terms reports of recent months, the actual account and campaign structure, negative keyword lists, audiences, and the question of whether budget and bidding strategy fit together. On Meta, the check is how many ad sets share the same budget and the same audience. Common findings: too many campaigns with too little data per unit, overlapping audiences, active ads without a measurable conversion for months, or an account that has changed hands several times and still carries leftovers from every phase. This inventory usually takes a few days and decides whether the account is rebuilt or set up from scratch.
Checking tracking before any budget flows
Without reliable measurement, every optimization is guesswork. That is why tracking is verified before the first campaign goes live: does the conversion tag fire exactly once per completed action, or several times because of page reloads? Do Google Ads and GA4 count the same event differently because one attributes on click and the other on session? Is Consent Mode v2 implemented correctly, so that no data flows without consent while modelling remains possible? Are form submissions confirmed server-side, or only counted when the button is clicked? Typical errors: a thank-you page used as a conversion that is also reachable through the navigation, phone-number clicks without an actual call, test orders left in the data set. Each of these inaccuracies feeds the algorithm false signals, and the campaign then optimizes consistently towards the wrong goal.
Structure, launch and the learning phase
Structure follows the volume of data, not the wish for a tidy overview. A few campaigns with enough conversions learn faster than many finely split ones that each stay below the signal threshold. Meta states roughly 50 optimization events per ad set within seven days as the exit condition for the learning phase; if that is not reached, delivery stays unstable. Smart Bidding in Google Ads likewise typically needs one to two weeks after launch or after larger changes before performance settles. During this phase, cost per acquisition and return on ad spend fluctuate, at times considerably worse than they will later. Cutting budgets, shifting bid targets or swapping out ads at this point resets the learning phase and starts it over.
Monthly review — and deliberately doing nothing
Once a month, cost, conversions, cost per conversion and — where revenue data is available — return on ad spend are compared against the previous month and the same period last year. Added to that are newly appearing search terms and excluded placements. What matters is whether a deviation rests on enough data: twenty clicks without a conversion say little, several hundred say a great deal. Changes are made one at a time and documented, otherwise it is impossible to attribute later what actually worked. No intervention happens during an active learning phase, during normal weekday fluctuations, in known seasonal lows, or in the first days after a change. On an ad account with a small budget, patience is often the more effective measure than the next optimization attempt. The report states what happened, what is coming next, and what was deliberately left untouched.
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About the NovaCon Ads Agency
Get to know the NovaCon Ads agency.
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