The SEA agency that steers on what's left at the bottom line.
Search advertising is the most direct channel there is: you show up at the exact moment someone searches for what you sell. The only question is whether every euro you put in comes back. We build SEA accounts that prove it, on Google and on Microsoft Advertising.
- Search advertising as one whole. Google and Microsoft Advertising, Search and Shopping, in one plan. We show up wherever your customers search, without every channel telling its own story.
- Senior specialists, not a hand-off chain. Whoever sits at the table is who does the work. Three-quarters of our team worked at Google itself.
- A fixed fee, not a percentage of your budget. We don't earn more when you spend more. So we'll also advise "spend less" when that's the honest advice.
One search strategy, spread across the channels that pay off.
How much of your budget goes to Google and how much to Microsoft is a calculation, not a preference. We work out the split per account and cover both channels in depth on their own pages.
- €20M+
- in ad budget managed over the past 3 years
- 20+
- countries where we've run campaigns
- 75%
- of our team worked at Google's head office
- 15-30%
- average waste we find in a newly taken-over account
How to spot a good SEA agency.
The differences between SEA agencies rarely lie in the campaigns themselves. They lie in who owns the account, who actually does the work, and what the agency earns its money from. That's what decides whether your interests are aligned.
Where it often goes wrong
- The account sits in the agency's name: leave, and you lose everything
- A fee as a percentage of your spend: spending more gets rewarded
- An account manager talks, a junior or offshore team clicks
- Reporting on clicks, impressions and cost per click
- Promised positions or a guaranteed ROAS used as bait
How we do it
- Account, data and history in your name, always
- A fixed fee, agreed upfront and proportionate to your budget
- The senior you speak to is the specialist who does the work
- Reporting on revenue, profit and cost per customer
- Honest expectations, even when the answer is "don't advertise yet"
What an SEA agency actually does.
SEA stands for Search Engine Advertising: paid advertising in search engines. Unlike SEO, where you earn your visibility with content and authority, here you buy your spot at the moment someone searches. You pay per click, and the auction decides what that click costs.
An SEA agency takes over that whole system: from the measurement that bid strategies learn from to the weekly hygiene that keeps waste out. Here's what's included with us as standard.
Google Ads: Search, Shopping and Performance Max
The backbone of almost every SEA account. We build using the Hagakure method, the structure our founder co-developed at Google: enough data per component for the algorithms to actually learn.
Microsoft Advertising
Bing and the business Windows users behind it. Smaller volume, often lower cost per click and an older, more affluent audience. Profitable extra reach, provided you don't run it as a copy of Google.
Measurement that's accurate
Before we optimise, we fix conversion tracking: duplicate counts out, conversion values in, and a distinction between a real lead and a click on the contact page. Smart Bidding is only as good as the data it gets.
Bid strategy on margin, not revenue
Two products at 100 euros with a margin of 60 and 8 euros look identical to a ROAS target. We feed the system your actual profit, so budget steers towards what's left over instead of what generates revenue.
Ongoing optimisation
Weekly search term maintenance, testing ad variants, shifting budget towards what's proven to work, and separating brand traffic from growth traffic. The unglamorous work that makes the difference.
Reporting on business numbers
Revenue, profit and cost per customer, in your own account. You see what we see, whenever you want.
What the first ninety days look like.
We don't start by building new campaigns, but by asking where your budget is going right now. In almost every account we take over, we find 15 to 30 percent waste in the first month: search terms that never become customers, wrong location settings, conversions that count twice.
From day one, that budget moves to searches that do pay off. Often that's the first result: the same spend, more customers.
- Weeks 1 and 2: fix conversion tracking, because everything rests on it
- Weeks 3 and 4: rebuild the structure around how your customers search and where your margin sits
- Month 2: feed bid strategies with margins, lead quality or shopping values
- Month 3: expand into Microsoft Advertising and the first honest evaluation
- After that: a quarterly review on the numbers, not on gut feel
Tailored to your type of business.
A lead-gen account is steered by different signals than a webshop, and a subscription model by different signals again. The foundation is the same everywhere; the details decide whether it pays off.
Lead generation and services
More and better enquiries, with offline conversions and call tracking so the account learns from real customers instead of form-fillers.
E-commerce
Steering on profit instead of revenue, with margin data in the feed and a Performance Max structure that doesn't eat into your brand traffic.
B2B with long sales cycles
Capturing the search terms with buying intent, however small the volume, and feeding lead quality back into the account.
Subscription and apps
It's all about Customer Lifetime Value: feeding churn and LTV back so the system optimises for customers who stay.
What an SEA agency costs, and when it pays off.
You pay a fixed fee per month, agreed upfront and proportionate to the budget we manage. Not a percentage of your ad budget: we earn nothing extra when you spend more, so our advice stays unbiased.
The maths has to work: with a small budget, any fee eats into your return. For search campaigns we therefore usually work from around 1,000 euros of media budget a month. Below that, we'll say so honestly in the first conversation, and tell you what you can do yourself until outsourcing does pay off.
As an indication of what a specialist earns back: for a service business with a 6,000-euro monthly budget, we found 22 percent of spend in the first month going to search terms with nothing to do with what they offer. From that point on, that 1,320 euros a month went to searches that did bring in customers.
From introduction to a running account.
No pitch, no quote-dance. You tell us what's going on, we look inside your account and tell you honestly where the gains are, even if the conclusion is that things are already in good shape.
- 1A thirty-minute introduction, no slides
- 2Audit of your current account and measurement
- 3Honest proposal: fee, expectations and plan
- 4Fixing measurement and building structure
- 5Ongoing optimisation and testing
- 6Quarterly review of revenue and profit
Platforms and partners for this service
- Microsoft Advertising
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Frequently asked questions.
What is an SEA agency?
An SEA agency handles your paid advertising in search engines: Google Ads and Microsoft Advertising. That's more than switching campaigns on. It covers conversion tracking, account structure, bid strategy, the ads themselves, and the ongoing maintenance that keeps waste out.
What's the difference between SEA and SEO?
With SEA you buy your spot in the search results and pay per click, with immediate results as soon as you switch it on. With SEO you earn your spot with content and authority, which takes months but has no cost per click afterwards. Most businesses need both: SEA for the volume you want today, SEO for the foundation.
What does an SEA agency cost per month?
With us you pay a fixed fee per month, proportionate to the budget we manage, plus your own media budget that goes straight to Google or Microsoft. We don't work with a percentage of your spend, because that would mean we'd earn more when you spend more. For search campaigns, outsourcing is usually worthwhile from around 1,000 euros of media budget a month.
Does my ad account stay mine?
Yes, always. The account, the data and the full history are in your name. We get access, not ownership. Even if we ever part ways, you keep everything. That's exactly the point where many businesses got stuck with their previous agency.
How quickly will I see results?
The first improvements are usually visible within a few weeks, because we remove waste: the same budget, more relevant clicks. Structural results take longer, because bid strategies need data to learn. Allow ninety days before you can make a fair judgement.
Do you also work with Microsoft Advertising?
Yes. Bing delivers smaller volume than Google, but often at lower costs per click and with a more business-oriented audience. We bring it in when the numbers support it, and then as its own campaign rather than a copy of your Google account.
What clients say.
B2B SaaS“Binnen een week hadden we een nieuwe site staan. Bij ons vorige bureau mochten we keurig drie weken wachten op een eerste mockup.”
E-commerce“Slimme jongens. En verrassend leuk om mee te werken. Dat krijg je niet vaak in dit vak.”
Want to see how we approach Google Ads per business type first?
We tailor the approach to your type of business: lead generation, e-commerce, subscription or mobile app. On the Google Ads page you can read what that looks like per type, including the Hagakure method underneath it.
See the approach per business typeCurious what there is to gain in your account?
Book a no-obligation intro call. We'll look at your current campaigns and measurement, and tell you honestly where the gains are. Even if the conclusion is that things are already in good shape.
