Chapter 01 · Mercury, the fastest planet and the closest to the Sun

SEM agency

Someone who types “kitchen renovation quote” into Google, or the exact model of a product, already knows what they need. Search engine advertising puts your ad in front of that search. We're an SEM agency in Spain, based in Tenerife. We send every click to a page that answers what was searched for, measure it through to the call, the quote request or the sale, and cut the searches that spend without selling.

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Mercury's orbit: 88 days
SEM: first data: Within days
From: €750/month per channel

Image: NASA/JHU APL/Carnegie Institution of Washington (MESSENGER)

Mission profile

Who search engine advertising is for (and who it isn't for)

It fits when people are already searching for what you sell: a B2B company whose customer searches for a specific solution, a service business that lives on quotes and calls, or a shop whose catalogue gets compared on Google Shopping.

We ask for revenue of at least €100,000 a year and ad spend from €500/month. If your revenue is still below that, start with a consultation with our CEO.

We're not a fit if:

Nobody is searching for what you sell yet. With a product people don't know about, you first have to create demand on social media or with content.
Your team can't call a lead within 24 hours. After that, the contact goes cold and the click is wasted.
You want to sell on Amazon or other marketplaces. We don't run Amazon Ads.

Instruments

What we do as an SEM agency

Google Ads on search, one campaign per service

Each service or product family has its own campaign and budget, so you know what each one sells. Negative keywords go in from day one (“free”, “course”, “what is”, “reviews”) and your brand runs separately, because people searching for your name already know you and mixing them in inflates everything else. We add call extensions and, if you have premises, location extensions. If there's search volume on Bing in your sector, we replicate the structure in Microsoft Ads and measure it separately.

Shopping and Performance Max, if you sell a catalogue

Your catalogue goes into Shopping and Performance Max, kept apart from brand searches and with the Merchant Center feed checked. We cover the rest of the account in our Google Ads management.

One landing page per search

The ad never lands on the homepage. Someone searching for a service lands on that service's page, with the same message as the ad, a short form, phone number and WhatsApp. Building those pages is quoted separately; within the fee, we advise you on them.

Measurement through to the customer

GA4, Google Tag Manager, call tracking and conversion imports from your CRM. Each campaign is measured by its cost per lead, per qualified lead and per customer. With Search Console and our SEO service, we decide which searches are worth paying for.

What you get

The first month: account review or build, campaign structure, negative keywords, measurement and advice on the first landing pages.
Every week: search terms reviewed, new negative keywords, bids and budgets.
Every month: a report with what was spent, what came in and what we changed, and a decision with you on which campaign grows and which gets cut.

Flight plan

How we work

Free audit in 7 days. What we'd do, in what order, what it would cost and what's realistic to expect.
Setup. Measurement first, then campaigns and pages. The first data arrives within days.
Weekly adjustments and monthly decisions. Stabilising the cost per sale usually takes 2 to 3 months.

Mission plan

SEM management pricing

From €750/month per channel

What moves the price: the ad spend we manage, how many campaigns we run per service or market and how many ads we test.
To get started: ad spend from €500/month, although depending on the niche the recommended minimum is €2,000/month in total.

Your revenue doesn't change the fee. In the free audit we give you the exact figure and what it includes. Prices exclude VAT, as we invoice from the Canary Islands; Canary Islands businesses add IGIC.

Google Ads is one channel; if we also run Meta or another platform, each channel adds up, and Microsoft Ads (Bing) is also a separate channel with its own fee. You pay the ad spend to Google from your own account and it never goes through us. Nor do we charge a percentage of it, because that would give us a reason to want you to spend more. When we start, there's a one-off €700 payment for measurement setup, even if you already have something in place. No minimum term: renewable quarterly terms and 30 days' notice to leave. All our services are on our pricing by service.

Mission log

Two search cases with figures

Deduce Data Solutions: high-ticket B2B sales from Google

Deduce is an industrial AI company based at PCTCAN, in Santander, with high-ticket B2B sales. After the market analysis, LinkedIn was ruled out and the work went into Google Ads on active search, with dedicated landing pages. Published figures: ROI x13.87 and conversion +30%. More on selling to businesses on our B2B marketing agency page.

Espacio Kernel: calls for a coworking space in Santa Cruz de Tenerife

Espacio Kernel is a coworking space in Santa Cruz de Tenerife. In a project that included Google Ads aimed at calls, Google Maps for the search “coworking in Santa Cruz de Tenerife” and a website redesigned with on-page SEO, the published figures are +97 leads and permanent occupancy +100%.

Results depend on the client's business model, margin, investment, data history, offer, creative and sales capacity.

Mission control

Who runs your search account

Your campaigns are run by the person who handles Google Ads at BlueGrow. They build the account, review the search terms every week and explain the numbers to you, with no salesperson in between.

Before lift-off

Frequently asked questions about SEM

I tried Google Ads, spent €2,000 and didn't get a single call. What's different with you?

We fix the three causes that usually explain it: an account with no negative keywords, ads showing on informational searches and clicks landing on the homepage. If you give us access to your old account, in the free audit we show you which of the three took the money, before you spend another euro.

The leads I get from Google are no good. How do you avoid that?

By agreeing in writing, before we start, what a good lead is for your business, and measuring qualified leads separately. With that definition we adjust keywords, ads and form questions. Part of it depends on your team: if nobody calls the lead within 24 hours, it goes cold and loses its value.

How much will it cost me to win a customer with SEM?

We don't know before we have data, and we're not going to promise you a number. The free audit includes an estimate based on your sector's cost per click and a conversion hypothesis, clearly marked as such. We correct it with the first data, and within 2 or 3 months there's a stable cost per sale to base decisions on.

What if I get more enquiries than I can handle?

We set the budget to match your capacity. Before we start, we agree how many calls, visits or quotes your team can handle per week, and the ad spend is regulated against that number. Paying for enquiries nobody follows up is throwing money away.

Are SEM and Google Ads the same thing?

Not quite. SEM is search engine advertising: Google Ads and, when it pays off, Microsoft Ads. Google Ads also includes YouTube, Demand Gen and remarketing. Here we're talking about reaching people who are already searching; we cover the full Google account on our Google Ads agency page.

Open frequency

Start with the free audit

If people are already searching for what you sell, the free audit tells you what it would cost to get in front of them and what's realistic to expect. You get it in 7 days, and we reply to your request within 24 hours.

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