Google Ads in Estonia

Most accounts in Estonia start with a few hundred euros a month. At that level the money must not be spread thin. We begin with one or two search campaigns that cover only the queries with clear buying intent: service plus city, service plus 'price' or 'order'. Broad and informational queries wait until the core campaign brings enquiries consistently.

Estonian and Russian campaigns are kept apart. The search terms differ, the ad has to be in the searcher's language, and the click has to land on a page in that same language. If everything sits in one campaign you cannot see which language actually brings customers, and you cannot move budget accordingly. The same applies to English campaigns aimed at expats or customers abroad.

Performance Max shows ads across Search, YouTube, Display, Gmail and Maps at once and decides by itself where the money goes. It works well when the account has enough conversion data and an online shop has a clean product feed in Merchant Center. For a service business on a small budget it tends to spend on cheap impressions that bring no enquiries. That is why we use it in the Scale package, and only after a search campaign has given the algorithm data to learn from.

Without conversion tracking neither Google nor you know which click brought a customer. The bidding strategy then optimises for the number of clicks, and the cheapest click is almost never the best one. So before the first euro is spent we write down what counts as a result for you: a submitted form, a tap on the phone number, a booking, or a purchase with its value.

We set tracking up through GA4 and Google Tag Manager and send a test enquiry to confirm that every event really reaches Google Ads. In the European Economic Area, Consent Mode v2 matters as well: the cookie banner has to pass the visitor's choice on to Google. If it is set up wrongly, part of the conversions go unseen and remarketing lists do not fill.

A submitted form is not yet a sale. We therefore recommend comparing, once a month, the enquiries that came from ads with what happened to them next: how many became quotes and how many became orders. It is the only way to see which keywords bring real customers and which bring people who only ask for a price.

The ad budget is what you pay directly to Google for clicks. It is charged to your company's card and invoiced by Google. It does not pass through us and we add no markup. The ad account belongs to your company: if we stop working together, the account, the campaigns and the full history stay with you.

The management fee pays for our work and is a fixed amount, not a percentage of spend. Setup is a one-off 250 EUR and covers the account, one campaign and the first month of management. Growth is 450 EUR per month for ad budgets up to 1500 EUR per month, and Scale is 890 EUR per month for larger budgets and several campaign types.

The fee covers keyword and negative keyword work, ad copy and testing, bid management, keeping conversion tracking healthy, and reporting. It does not cover building a new landing page or producing video. If a campaign needs its own landing page, we quote that as a separate service.

The same pattern comes up in audits. The account was created through Google's simplified setup, keywords are on broad match and there are no negative keywords. As a result the ads show for searches that have nothing to do with the service: job seekers, people looking for study material, competitor names. The search terms report often shows that a noticeable share of the budget went exactly there.

The second common mistake is the location setting. By default Google also shows ads to people who have shown interest in the chosen area, not only to people who are in it. A Tallinn service provider's ad then appears to users abroad. Search campaigns also often have the Display Network and search partners left switched on, which dilutes the results.

The third problem is sending every click to the homepage, where the visitor has to find the right service on their own. The fourth is accepting Google's automatic recommendations without reading them: they often raise the budget and widen the keywords, but they know nothing about your margins. These mistakes can be fixed in a couple of days, and the effect shows in the reports within the first weeks.