Google Ads guidance for decisions that affect the business.
Use these articles to plan a budget, understand a metric, diagnose a broken journey or question a platform recommendation. Each guide should help you decide what to inspect next, not encourage change for its own sake.
Separate CPC context, benchmarks and actual budget planning.
Use the CPC comparison for location, benchmarks for industry context and the budget guide for spend planning.
Open the relevant guide ↗Choose the article that matches the current question.
Google Ads for Small Business: How to Choose the Right Specialist (2026)
Finding the best Google Ads specialist or agency for a Swiss small business is not straightforward. This guide breaks down what to look for, where specialists beat agencies, and wh
Read guide ↗Google Ads · Google Ads Audit ChecklistGoogle Ads Audit Checklist: Find the First Leak
A Google Ads audit should establish whether the account buys relevant attention, records meaningful outcomes and gives bidding systems a trustworthy signal. It should not begin wit
Read guide ↗Google Ads · Google Ads Budget Small Business 2026What Should a Small Business Google Ads Budget Look Like in 2026?
A realistic minimum budget for a Swiss service business is CHF 1,000 per month in ad spend. Below that, most campaigns do not gather enough conversion data to optimise well. This g
Read guide ↗Google Ads · Google Ads Clicks No EnquiriesWhy Your Google Ads Are Getting Clicks But No Enquiries
Getting clicks but zero enquiries from Google Ads is one of the most common problems in DACH accounts. In 34% of audits, the root cause is broken conversion tracking - not the camp
Read guide ↗Google Ads · Google Ads Cpc Switzerland 2026Google Ads CPC Comparison: Zürich vs. Bern vs. Rural Switzerland (2026)
A plumber in Zürich pays CHF 37.44 per click. In Solothurn, the same search costs CHF 8.72. Real CPC data across 13 industries and four Swiss regions — and what it means for your c
Read guide ↗Google Ads · Google Ads Not Converting FixGoogle Ads Not Converting? Diagnose the Real Leak
When Google Ads is not converting, the problem may be measurement rather than demand. Or clicks may be real but unqualified, the ad may set the wrong expectation, the landing page
Read guide ↗Google Ads · Google Ads Performance Max Small Business SwitzerlandGoogle Ads Performance Max: Should Small Businesses in Switzerland Use It?
Performance Max sounds efficient at first glance. One campaign. Every Google channel. Heavy automation. For most Swiss small businesses with limited budgets and low conversion volu
Read guide ↗Google Ads · Google Ads Quality ScoreGoogle Ads Quality Score Explained Clearly
Google Ads Quality Score is a diagnostic rating shown at keyword level. It compares expected click-through rate, ad relevance and landing-page experience with other advertisers for
Read guide ↗Google Ads · How Much Should I Spend On Google AdsHow Much Should I Spend on Google Ads?
To answer “how much should I spend on Google Ads?”, set a budget large enough to test a defined market and small enough that an incorrect assumption will not create unacceptable lo
Read guide ↗Google Ads · Performance Max Vs Search AdsPerformance Max vs Search Ads: Choose by Job, Not Fashion
Performance Max and Search campaigns solve different media problems. Search campaigns are built around queries on Google Search, while Performance Max can serve across multiple Goo
Read guide ↗Google Ads · Swiss Google Ads Benchmarks 2026Swiss Google Ads Benchmarks 2026: CPC, CTR and ROAS by Industry
Swiss Google Ads benchmarks for 2026: realistic CPC, CTR, conversion rate, ROAS and monthly budget ranges by industry - based on real DACH market experience, not generic US average
Read guide ↗Find the first leak before another campaign change hides it.
The Lead-Leak Analysis looks beyond the account at demand, message, landing pages, measurement and sales feedback.
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