What is included
- Google Search campaigns: keyword research by intent & search volume (DE/EU)
- Bing Ads (Microsoft Advertising): lower CPCs & purchase-ready niches as a second channel
- Performance Max (PMax) with feed optimisation and asset groups
- Shopping & feed ads for e-commerce and marketplace
- Search term analysis: exclusions, match types, negative keywords – on Google & Bing
- Server-side tracking & Google Enhanced Conversions for clean data
- Every campaign wired to landing page, CRM & email journey
Cost savings & workload
Visibility that manages itself – the budget works twice as hard.
Cost savings through automation
Lower click costs through automation
Automated bid steering and budget distribution lower click costs and protect the search budget. The budget does not get lost in overbidding – it works on keywords with purchase intent.
Workload reduction
No daily bid management
Bids, ad variants and keyword reports run automatically. Your team no longer checks the dashboard in the morning – it reviews the numbers in the weekly meeting.
Effect size depends on starting point, team size and tool stack – the concrete figure we name in the audit.
Optional: in 24/7 operation, driven by agents
This service can be operated continuously by an agent stack: budget, data, tests and delivery run on autopilot and your team shrinks to strategy and decisions. An agent stack is an option with us, not a must – we deliver the same service fully manually or in hybrid mode as well. Details below.
Autonomous agent organisation · SEA (Google & Bing Ads)
SEA Orchestrator (Google & Bing Ads)
Your 24/7 search team: from keyword to ROAS.
Being an SEA agency means: Google Ads and Bing Ads, Performance Max, Shopping and Search campaigns run in an autonomous loop. The orchestrator coordinates six specialised agents that work through keywords, budget, pacing and ads daily – with server-side tracking as the data base and ROAS as the only currency.
6 specialists on 24/7 duty – each accountable for one KPI
Keyword Agent
● runs 24/7
KPI: CR per ad group
Ads Agent
● runs 24/7
KPI: quality score & CTR
Budget Agent
● runs 24/7
KPI: CPA vs. target
Pacing Agent
● runs 24/7
KPI: daily-target coverage
Performance Agent
● runs 24/7
KPI: ROAS per ad spend
Anomaly Agent
● runs 24/7
KPI: tracking error rate
all results flow in
new rules back into the agent stack – the cycle starts again
How to read the diagram: at the top, the orchestrator – it decides which actions run. Below, the agents work 24/7, each accountable for exactly one KPI. All results flow down into the self-learning loop (01 Measure → 02 Analyse → 03 Learn → 04 Apply). The new rules that emerge return into the stack via the left line – so the system gets better every week without anyone fine-tuning by hand.
The agent stack in detail
Every agent works 24/7 in the background: it consumes specific data, produces decisions or content from it and is accountable for exactly one metric.
Keyword Agent
runs 24/7Runs fresh keyword research (Google & Bing) daily, scores search volume and intent, plans match types and negative keywords.
- consumes
- Google & Bing search-term reports, volume and intent data
- produces
- ongoing keyword research, match-type strategy, negative keywords
- KPI
- CR per ad group
Ads Agent
runs 24/7Writes and rotates ad copy for Search, PMax and Shopping – including asset groups and extension strategy.
- consumes
- ad-variant performance, quality score, landing-page copy
- produces
- Search, PMax and Shopping copy including extensions
- KPI
- quality score & CTR
Budget Agent
runs 24/7Shifts budget between Search, PMax and Shopping based on CPA/ROAS – cross-channel and recalculated daily.
- consumes
- CPA/ROAS per campaign, feed status, daily targets
- produces
- cross-channel budget reallocation, recalculated daily
- KPI
- CPA vs. target
Pacing Agent
runs 24/7Keeps daily budget in line and distributes it across the hours in which your audience converts.
- consumes
- hourly budget consumption, audience activity times
- produces
- spend control distributed across the converting hours
- KPI
- daily-target coverage
Performance Agent
runs 24/7Continuously compares campaigns, ad groups and search terms, detects drift and prioritises optimisations by revenue impact.
- consumes
- campaign, ad-group and search-term performance (Google & Bing)
- produces
- optimisation backlog prioritised by revenue impact
- KPI
- ROAS per ad spend
Anomaly Agent
runs 24/7Checks around the clock: tracking breakpoints, delivery drops, bid spikes, feed errors – and raises alerts with a suggested fix.
- consumes
- tracking pipeline, feed errors, delivery trends
- produces
- early alerts with a concrete fix suggestion
- KPI
- tracking error rate
Automated A/B tests
A/B tests run automatically: the test agent launches variants of headlines, bidding strategies, landing pages and PMax assets, evaluates them for significance and scales only the winners. Every search campaign therefore carries fresh tests permanently – without manual testing.
Autonomy levels: who may decide what?
Autonomous – immediate
Bid adjustments within approved frames, budget shifts under threshold, new creatives from the test inventory, negative keywords. The agent executes and documents afterwards.
Orchestrator decision
Channel recommendations, test launches, re-priorisation, rule updates from the learning loop. The orchestrator compares agent recommendations, checks them against frames and decides.
Human approval
Budget increases above threshold, campaign pauses, new audiences, price and promise changes. These actions only run after approval – visible in the dashboard.
The orchestrator’s own duties
The SEA orchestrator (Google & Bing Ads) balances the keyword, budget and pacing agents’ recommendations against daily target CPAs every morning. It sets the priority order of optimisations, keeps negative-keyword lists current and decides which changes go live directly and which need approval.
Orchestrator live dashboard
- Impression share (Google + Bing)
- Search-volume drift per ad group
- Quality score trend
- Conversion rate per match type
- Feed error rate
- CPA trend 7/28 days
The orchestrator checks these metrics hourly – deviations land in the task queue or become an approval request for the team.
Human-in-the-loop: approval required
- Bidding strategy switch (e.g. to tROAS)
- Budget reallocation > 25%
- Disabling whole ad groups
- New conversion events as primary goal
The agents work autonomously – up to this point. The orchestrator executes these actions only after approval. That is the difference between automation and risk.
Self-learning: the 4-step cycle behind the org chart
The learning cycle turns daily around search queries: from the performance of every keyword, match-type class and ad variant, the orchestrator learns which search intents actually convert – and automatically updates bid modifiers, negative keywords and quality-score forecasts in the agent rules for Google and Bing.
The self-learning loop turns permanently – the agent stack gets better week by week without anyone fine-tuning by hand:
Measure
All results flow in: conversions, costs, delivery rates, rankings, engagement. Without clean measurement an agent learns nothing – which is why the tracking setup is the foundation of every stack.
Analyse
The orchestrator compares results against targets and history, separates causality from coincidence (significance) and recognises which changes really had impact.
Learn
From that, new rules emerge: score weights, bid margins, fatigue thresholds, segments. The orchestrator checks every rule against the approved budget and risk frames.
Apply
The new rules enter the agent policies – from the next round, all agents work with the updated knowledge. The cycle starts again: measure, analyse, learn, apply.
Fewer heads, more output: agents take the routine – your team only steers strategy and budget frames.
Agents are an offer, not a must – you choose the automation level
We deliver every one of these services fully manually as well. The agent stack is one option – and you can switch between the modes at any time without losing your setup or your results.
Fully manual
Classic service: our operational team executes every action personally – setup, operation, reporting. The same quality, fully human operation, maximum control.
Hybrid
Agents take routine, monitoring and 24/7 continuous testing; your team and our operational team decide, prioritise and fine-tune. The most chosen mode.
Autonomous with approvals
The agent stack runs fully through – critical actions (budget, audiences, promises) only after your approval in the dashboard. Maximum output, clear accountability.
All three modes use the same systems architecture – you can switch between them at any stage.
A look into the 24/7 operation: our agent dashboard
This is what operation looks like when this service stack runs on autopilot: orchestrator, KPIs, running A/B tests and your approvals – as an interactive preview with sample data.
Who this service is for
Mid-market with a clear growth goal
20–500 employees who want to turn more traffic into more qualified leads and more closes – without overwhelming sales.
Teams juggling several scattered tools
CRM, email, ads and analytics run side by side. We bring them into one system with a single source of truth.
Companies in DACH + international markets
Same systems architecture, local market logic for Italy, Spain, France, the UK – measured in one report.
How the delivery runs
- 01
Audit & target picture
We analyse data quality, existing processes and KPIs – honestly, with numbers. The result: a shared target picture and a prioritised roadmap.
- 02
Build in milestones
Implementation in clearly prioritised stages – each with a measurable goal. You always see what is going live and what it delivers.
- 03
Operation & scaling
We observe, test and optimise continuously. Monthly reporting, clear KPIs, no black box – scaling follows the numbers, not gut feeling.
Typical starting situations we solve
These patterns keep coming up in our audits. If one of them fits, a conversation is almost always worth it.
Leads come in, but nobody knows if they are good – no scoring, no priority.
The CRM is half-set-up and nobody dares to touch it – the data is incomplete.
Emails are sent, but delivery, open and click rates are weak.
Tracking is broken or missing – attribution is guesswork instead of facts.
What we deliver – concretely
Measurable KPI roadmap
Clear goals per milestone – from lead source to revenue. We name the numbers that should change before we start.
GDPR, consent & data hygiene
Compliance is part of every setup: consent, deletion concepts, clean data – no retrofitting after the data-protection audit.
Documentation & handover
Everything documented: setups, workflows, logic. Your team can keep working independently after the collaboration – no lock-in.
Frequently asked questions
From what budget does SEA (Google Ads) pay off?
The math runs on CPA and ROAS, not on spend: below a certain volume we test Search with clear conversions rather than three channels à la carte. From what budget reliable ROAS decisions are possible for you, we check in the first call against your margins and target CPAs.
Search, PMax or Shopping – where do we start?
B2B with search intent: Google Search first (clear control, direct intent). E-commerce: Shopping + PMax in parallel. We start with the channel that has the shortest learning curve for your conversions and add based on data.
What does a click cost on Google Ads (CPC)?
Heavily dependent on keyword and industry: for commercial B2B keywords in the DACH region typically €5–25, for highly competitive terms (e.g. "loan", "lawyer") also €30+. We research search volume and CPC per keyword in advance and prioritise by CPA, not by click price.
How does your SEA differ from other Google Ads agencies?
SEA is never a one-off specialty for us: every campaign is wired to landing page, tracking, CRM and email journeys. A click without follow-up is a lost euro – so we calculate across the entire customer journey, not the click.
Which keywords do you research for us?
We build keyword clusters by intent (informational → commercial → transactional) with search volume and CPC per market (DE/EU). Head keywords for visibility, long-tails for conversion – both, with a clear budget split.
How quickly do we see results from SEA?
Clicks and first conversions from day 1 – that is the advantage over SEO. Reliable ROAS data after 4–8 weeks. We set milestones from day one and adjust at clear thresholds.
What does SEA (Google & Bing Ads) cost with Core Online Marketing?
It depends on scope, tools and data quality. In the first call you get a concrete range and a milestone roadmap – no strings attached. Ongoing operation is available as a monthly package, projects as a fixed price.
How quickly will we see first results from SEA (Google & Bing Ads)?
Usually after 4–8 weeks, depending on the starting point. In the audit we define the KPIs that should change, and we report monthly and transparently – what is better, what is unchanged, what is worse.
Do you work with our existing tool stack?
Usually yes – we are tool-agnostic. If an existing tool makes sense, we keep it; if not, we advise on switching. Partner discounts do not drive recommendations.
Do we need dedicated staff on our side for this?
One contact person for decisions is enough. We handle build and operation and document everything, so your team can continue independently after the collaboration.
Are you set up for international markets (e.g. Italy, Spain, the UK)?
Yes. We are based in Berlin and work with local performance leads for Italy, Spain, France and the UK – the same systems architecture, local market logic, reporting in one currency: your KPIs.
Do you also run the ongoing operation, or just the setup?
Both is possible. Many clients start with the setup and take over the operation themselves afterwards – we document and train. Others let us run the whole operation. In the first call we say honestly what serves you better in your situation.
How do you handle legacy data and historical content?
We start with a data audit: what is usable, what needs to be cleaned, what can be deleted. Historical content is mapped and migrated where it is worth it – not blindly. You start clean, without inheriting debt.
What concrete cost savings and workload reduction does SEA (Google & Bing Ads) bring?
Automated bid steering and budget distribution lower click costs and protect the search budget. The budget does not get lost in overbidding – it works on keywords with purchase intent. On the workload side: Bids, ad variants and keyword reports run automatically. Your team no longer checks the dashboard in the morning – it reviews the numbers in the weekly meeting. We show the concrete calculation for your setup in the first call.
SEA (Google & Bing Ads): Let us calculate what it is worth for you
30 minutes, no strings. We look at your numbers and show where the lever is.
Request a call30 minutes, no strings. No pitch – we look at your data.