A fresh start
for Byner in
NL & DE.

A focused restart of the SEA foundation.

Byner's existing Google Ads account has barely been maintained over the past year. We treat the account as a 'Z-account': we start from scratch and build a structure that's scalable, transparently measurable, and tightly aligned with Byner's commercial goals. Our priority is bottom-of-funnel campaigns with a demonstrable contribution to pipeline.

What we're going to do — in five sentences.

We build a new Google Ads account from scratch, with a separate structure per market. We start with branded campaigns and problem-solving high-intent campaigns to quickly measure what works. We connect specific campaigns to dedicated landing pages that address the concrete pain points of Byner's buyer. The agency takes on full execution — management, ad copy, creative and design — so Byner's small marketing team can focus on strategy and sales alignment. After a four-month proof of concept, we scale the media budget and expand into awareness channels (LinkedIn, Display, YouTube).

Where do we stand today?

An honest baseline is the foundation for an effective approach. We use the first weeks to map the current situation objectively, and base our investment choices on what we find.

Two markets, two speeds.

What is success — and how do we measure it?

We work with a hierarchy of metrics: leading indicators for steering and lagging indicators for accountability. The primary objective is a demonstrable contribution to the sales pipeline, not just lead volume.

Primary goals.

KPI framework.

Five principles that guide every decision.

To prevent fragmentation and keep the account sharp, we work from five strategic pillars. Every campaign, ad group, and landing page can be traced back to at least one pillar.

One logic, two markets.

We build a mirrored structure per market, so lessons transfer but local optimisation remains possible. Each market has its own budgets, bid strategies, ad copy, and landing pages in the native language.

Naming conventions & structural principles.

One consistent naming standard makes the account auditable for both Byner and the agency. We use: [Market]_[Funnel]_[Type]_[Theme], e.g. NL_BOFU_Search_Painpoint-A. All campaigns are tagged on market, funnel layer, and objective, so reporting can be filtered automatically.

From pain point to search term.

Good keywords aren't a list — they're a translation of customer needs into the language people actually type into Google. Our process starts with sales interviews, not with a keyword tool.

The keyword process in four steps.

Keyword typology.

We use a conservative negative keyword approach from day one: irrelevant intent (free, jobs, training, DIY) is excluded at account level immediately to protect budget.

The page is half the campaign.

Conversion opportunities are lost on the landing page at least as often as in the ad. For every problem-solving theme we build a dedicated landing page following a fixed conversion framework.

Anatomy of a conversion page.

Iteration.

From month three we run at least one targeted conversion test (A/B) per quarter: hero copy, CTA wording, form length, or page sequence. We document wins so they survive across teams.

No optimisation without a clean signal.

Before we activate any media spend, we deliver a watertight measurement setup. Bad tracking costs more than bad design: it sends every optimisation decision in the wrong direction.

What do we count as a conversion?

Start scalable, allocate sharply.

We start with a media budget of €3,000 to €5,000 per month for NL and DE combined. Move the slider to see how we distribute that budget across markets and campaign types — a guideline we recalibrate every quarter based on performance.

Allocation rationale.

NL gets slightly more non-branded volume because the market is more mature and problem-solving campaigns can deliver fastest there. DE gets relatively more branded because brand defence is more urgent. The agency reviews the split monthly and proposes shifts as soon as performance warrants — no automatic reallocation without evidence.

Ranges are indicative and will be calibrated after the first two months based on actual CPL and conversion rates.

Twelve months in four phases.

Click a quarter for the detailed deliverables and milestones. We work with clear phase transitions — no quarter starts without a formal go from Byner on the previous quarter's results.

Startup phase — the foundation.

In month 1 we deliberately spend zero on media. The full budget goes into asset creation, structure, and setup — the foundation on which everything that follows can perform. From month 2 the first campaigns go live; in month 3 the full BOFU is running at pace.

Full-year view.

An extension of the marketing team.

The agency operates as an embedded part of the team. We take on full execution — management, ad creation, copywriting, design — so Byner's marketing team can focus on strategy and sales alignment.

Roles & responsibilities.

Meeting cadence.

Reporting stack.

We deliver a live dashboard (Looker Studio) connected to Google Ads, GA4 and — where possible — the CRM. Plus a monthly narrative report with context, learnings, and recommendations. We don't just report on channel KPIs; we explicitly report on pipeline contribution.

What could slow us down — and how do we handle it?

An honest risk register prevents surprises and helps us make agreements upfront. We deliberately work with a small list of critical risks, not an exhaustive one.

What's needed to start?

Byner's total investment consists of two components: media budget (paid directly to Google) and agency fee (execution, strategy, creative, optimisation). Below are the guidelines — final figures are captured in a separate quote.

What we need from Byner to start.