Clicks are easy to buy. Customers are the point.
Haryes plans, builds and manages Google Ads campaigns for Kenyan advertisers, structuring accounts around measured conversions and reporting on cost per acquired customer rather than clicks or impressions.
Most Kenyan accounts we audit cannot say what a customer cost.
The reporting shows impressions, clicks and a click-through rate. None of those are business results, and an account measured on them will optimise towards cheap clicks from people who were never going to buy.
The usual findings:
- No conversion tracking, or tracking that counts page views as conversions.
- Broad match keywords spending on searches with no commercial intent.
- Every ad pointing at the homepage.
- No negative keyword list, so the account pays repeatedly for the same irrelevant searches.
- The account owned by the agency, so leaving means losing the history.
How an engagement runs
Nothing scales until the measurement is trustworthy.
Audit or set up
Existing account reviewed against structure, tracking, waste and intent. A new account built from scratch.
A clear starting position.
Fix the measurement
Conversion events implemented and tested by completing them ourselves, including calls and form submissions.
Numbers that mean something.
Structure the account
Campaigns and ad groups built around intent, with landing pages matched to each, and negatives in place from day one.
Spend aimed at buyers.
Run and prune
Search terms reviewed continuously, negatives added, poor performers paused, budget moved to what converts.
Waste removed weekly.
Report on customers
Monthly reporting on cost per acquired customer and what we changed, in language you can act on.
A number that matters.
What we report on
Four numbers. Impressions and click-through rate are diagnostics, not results.
Cost per acquired customer
What you spent divided by customers gained. The only number that decides whether to scale.
The headline figure.
Conversion rate by campaign
Which campaigns produce enquiries and which produce traffic, separated clearly.
Where to move budget.
Search term quality
What people actually typed, reviewed every week, because this is where budget leaks.
Waste, found and removed.
What changed
A plain list of what we did and why, so the account is never a black box.
No mystery charges.
What you get
Management fees and minimum budgets are published on the Google Ads pricing page.
Campaign management
Search, Performance Max and remarketing where each fits.
- Built around measured conversions
- Negatives maintained continuously
- Budget moved to what works
Conversion tracking
Implemented and verified.
- Events tested by completing them
- Calls and forms captured
- Connected to analytics
Landing page input
Where the campaign actually lands.
- Message match reviewed
- Speed checked on mobile data
- Pages built where they earn their cost
Monthly reporting
Plain language, no dashboard dump.
- Cost per acquired customer
- What changed and why
- What we recommend next
Questions clients ask before they commit
What is the minimum ad budget?
We ask for at least KES 40,000 a month in media spend. Below that, there is not enough data to optimise and the management fee eats the budget.
Who owns the account?
You do, always. We work inside an account registered to your business, so if we part ways you keep the history, the conversion data and the learning. Agency-owned accounts are a trap.
How soon will it work?
Expect the first month to be measurement and pruning rather than results. Meaningful optimisation needs conversion volume, which takes weeks on most Kenyan budgets.
Do you do Performance Max?
Where it fits, and with controls on it. It is powerful and it will happily spend your budget on traffic that never converts if the conversion signal is wrong, which is why tracking comes first.
Running already, or starting?
Spend is going out and you cannot tell what it returns.
We start with an audit and fix the measurement before touching bids.
Review my accountYou are considering paid search.
Tracking and a landing page first, then spend.
See landing pagesAn ads account optimised towards cheap clicks will deliver exactly that, and nothing else.
