Search engine marketing
Search engine marketing built around revenue and margin
We plan and run search advertising on Google and Microsoft, from product feeds and creative to tracking and data pipelines. Targets are set in revenue, margin or cost per customer.
Start with a free intro call: tell us what you sell and how you advertise in search today, and we tell you where we would start and how the work would be priced.
contribution margin, year on year – Grillkung
leads across six markets in 2023 – sonnen
leads in Sweden, 2023 vs. 2022 – sonnen
Two examples: margin and leads
An online retailer measured on margin, and a lead generation programme that grew from search in three markets to six countries.
E-commerce · Grillkung · 2025
Search budgets and bidding tied to margin
Grillkung, a Swedish outdoor cooking retailer, wanted to grow without hurting cash flow. We set margin targets for each channel and adjusted Google Ads to meet them.
- Full digital assessment, including Google Ads and SEO
- Media budgets and bidding optimised, particularly in Google Ads
- Discounts and free-shipping thresholds checked against profitability and ROAS
Year on year: sales +27%, contribution margin +88%.
Our collaboration with Genero has given us a significant growth with more control of our marketing, better margin and better cashflow.
Sebastian Virta, Founder & CEO, Grillkung
Lead generation · sonnen · results 2023
From search ads in three markets to six countries
sonnen sells home energy storage. Before working with us, its marketing was search advertising in three markets. We now run paid advertising in six countries, with Meta and Google as the key channels.
- Paid campaigns in Belgium, the UK, the Netherlands, Sweden, Denmark and Poland
- Search engine optimisation, website design, forms and marketing automation alongside the ads
- Results followed market by market
2023: over 6,500 leads across the six markets.
Who this service suits
A good fit if you
- sell online and want to stop spending on low-margin products and fix feed errors
- sell B2B and get leads, but can’t see which ones turn into closed deals
- run promotions or launches and need visibility without burning the budget
How the cost is built
- Our fee: monthly, depends on the channels and scope
- Media spend: the budget you pay to Google or Microsoft
- Creative and data work: agreed per need
You get a quote after the intro call.
What you get
We agree targets such as contribution margin or customer acquisition cost, then plan campaigns and creative around them.
Forecasting and analysis
We model scenarios so you can see what to invest in to reach the profitability you want.
Tracking and feeds
GDPR-compliant tracking and feed quality checks, so decisions are based on reliable numbers.
Product scoring and profit bidding
With our own tools, such as Aktio, we score products and set bids by profit, not only by revenue.
Search creative
Ads for product searches, launch campaigns and B2B funnels, tested so the best ads keep improving.
Testing and optimisation
Regular tests on CAC, ROAS and pipeline quality across Search, Shopping, Performance Max, Display and YouTube.
One view of the numbers
A data hub and dashboards that show CAC, ROAS and contribution margin in one place, connected to finance.
How it works
1.
Analysis and quote
We go through your accounts, feeds and tracking, and you get a quote for the work you need.
2.
Plan and setup
We agree the targets, fix tracking and feeds, and build the campaign structure.
3.
Monthly optimisation
We test, adjust budgets and bids, and report against the targets we agreed.
Questions before you start
How much does search engine marketing cost?
The cost has two parts, shown separately: our monthly fee, which depends on the channels and scope, and your media spend, which you pay to Google or Microsoft. Creative production and data work are agreed per need. You get a quote after the intro call.
How do you handle long B2B sales cycles?
We connect your CRM and search advertising, so we can follow leads through to qualified leads and closed deals.
How do you measure brand campaigns for FMCG?
We run incrementality tests and marketing mix modelling, and link ad exposure to sales and uplift.
What about problems with the product feed?
We check feeds, map product attributes to margin and flag disapproved products before they cost sales.
Do you also make the ads?
Yes. Search, Shopping, video and other ad assets are produced and tested by our own team.
What happens in the free intro call?
A search marketing specialist goes through your goals, accounts and budget with you, and tells you where we would start and how the work would be priced. The call does not commit you to anything.
Book a free intro call
Tell us what you would like to improve. A search marketing specialist gets back to you to book the call. In the call we:
- Go through your goals, accounts and budget.
- Tell you where we would start.
- Explain how the work would be priced for you.
If it helps, we may suggest a free look at your search accounts before the next step. The call does not commit you to anything.
"*" indicates required fields