Google Ads agency.
JAAB manages its clients' Search, Shopping, Performance Max, Demand Gen and YouTube campaigns based on their sales data, not just the conversions reported by Google.
Google PartnerPremier 2026An ad's position depends on the bid and on quality.
For every search, Google ranks eligible ads using a score that combines the bid, ad quality (expected click-through rate, relevance, landing page experience) and context. A higher-rated ad can outrank a higher bid and pay less per click. Move the sliders to see for yourself.
Work on ads, keywords and landing pages raises quality. It is often the least expensive way to gain positions.
Simplified model, fictional values. Actual ranking also factors in quality thresholds, search context and ad extensions. The cost per click shown follows the historical rule published by Google: the amount just sufficient to keep the position.
Five campaign types, one account to manage.
Each campaign type addresses a different moment in the customer journey. The choice depends on the offer, the available search volume and the quality of conversion tracking.
Search: answering expressed demand
- Where
- Text ads in Google search results and on Search Network partner sites.
- What for
- Reaching people who are already searching for your product, your service or your brand.
- What we track
- Actual search terms, impression share lost to rank and to budget, cost per conversion by keyword group.
Shopping: showing the product and its price
- Where
- Product listings with image and price, in search results and the Shopping tab.
- What for
- Selling a catalog online, from a product feed in Google Merchant Center.
- What we track
- Feed quality, profitability by product and by category, conversion value.
Performance Max: all of Google's inventory
- Where
- Search, Shopping, YouTube, Display, Discover, Gmail and Maps, from a single campaign.
- What for
- Letting the algorithm allocate delivery toward a conversion goal, based on your assets and audience signals.
- What we track
- Reliability of reported conversions, share of truly incremental sales, cross-checking with back-office data.
Demand Gen: creating demand
- Where
- YouTube (including Shorts), Discover and Gmail, with image, carousel and video formats.
- What for
- Reaching people who are not yet looking for your offer, with creatives similar to those used on social media.
- What we track
- Cost per acquisition, performance by creative, impact on brand searches.
YouTube: video, from awareness to action
- Where
- YouTube videos and Google video partners, in skippable or non-skippable formats.
- What for
- Building a brand or promoting an offer to a broad or targeted audience.
- What we track
- Views, view rate, reach and frequency, then impact on searches and conversions.
Google's numbers, cross-checked with your sales.
A Google Ads account optimizes for whatever is reported to it as a conversion. So we check what comes through, and we continuously compare it with what your back office records.
Conversions defined with youTogether we set the actions that matter (purchase, lead, first purchase), then we check that the collected numbers match those in Google Ads.
The back office as the referenceActual sales and weekly goals are imported alongside media data. Cost per acquisition is also calculated on these numbers.
An alert if data stops flowingIf a data collection fails, an alert is sent automatically, before the missing data reaches a report.
How we take over an account.
The steps are the same whether the account is built from scratch or taken over. Several of them rely on tools developed by JAAB.
Measurement
An inventory of conversion actions, what they actually count and how far they are from your sales.
Demand
Search volumes and estimated costs for your queries, brand and non-brand, before any budget decision.
Structure
Campaigns, ad groups and exclusions organized by search intent, with clear naming.
Management
Weekly tracking of pacing against goals, search terms and lost impression share.
A team dedicated to the success of your campaigns.
JAAB works with more than fifty international clients, with a 97% recommendation rate. The agency was founded in 2023 by two former Google and Twitter employees, and now has seven people.
Google has awarded it Google Partner Premier status, the highest tier of its partner program, reserved each year for the top-ranked agencies in each country.
We prefer to manage an account to margin rather than to the ROAS reported by the platform, and our fees remain separate from the media budget.
Google Ads, in practice.
01What does a Google Ads agency do?
A Google Ads agency builds and manages a company's campaigns across Google's networks: Search, Shopping, Performance Max, Demand Gen and YouTube. At JAAB, this covers account structure, bidding, ads, search terms and conversion measurement, reconciled with the client's sales data.
02What does Google Partner Premier status mean?
It is the highest tier of the Google Partners program. Google awards it each year to the top-ranked partner agencies in each country, based on account performance, growth and client retention. JAAB holds this status.
03What budget should you plan for Google Ads?
The media budget follows from two measurable inputs: the search volume on the targeted queries and the cost per acquisition your margin allows. We estimate it before launch using actual volumes from Google's Keyword Planner. JAAB's fees are separate from the media budget.
04Who owns the Google Ads account?
The account remains your company's. JAAB accesses it from its manager account, with permissions you can revoke at any time.
05Is Performance Max right for every business?
It works best with reliable tracking and sufficient conversion volume. Performance Max serves across all of Google's inventory based on assets and a conversion goal, and it learns from reported conversions. It offers less visibility than Search into queries and placements, which makes independent measurement more useful.
06How do you measure results?
Conversions are captured in real time on your website, in the browser or server-side. Google Ads data is then brought together in a JAAB database, with conversions defined with you for each tracked metric. It is reconciled with back-office data and goals, then presented in a dedicated dashboard.
07Do you also manage Microsoft Ads (Bing)?
Yes. Microsoft Ads campaigns reuse much of the Google Ads Search structure and reach users of Bing and Microsoft services. See our Microsoft Ads agency page.