When customers are looking for a solution
We organise campaigns by service and search intent. An urgent request needs a different message and page from a price comparison. Search terms, negative keywords and enquiry quality help guide improvements.
Google Ads · Search · Display · GA4
Google Ads Search and Display: give each channel a clear job
Reaching someone who is looking for your service and introducing your brand are different tasks. Contextera plans Search and Display campaigns around your offer, the landing page and the enquiries that matter to your business.
SearchCapture existing demand
DisplayIntroduce your offer
GA4Measure enquiries and sales
Quick answer
What is the difference between Search and Display?
Search shows ads related to what people search for. Display uses visual ads across websites and apps in Google's network. Search responds to an expressed need; Display can introduce an offer to relevant audiences. Comparing the channels only by click price can hide their different roles.
Channels
When your offer needs an introduction
Images and messages explain the offer without relying on a search. We review placements, audiences and behaviour after the click. A large number of impressions alone does not show that a campaign brings business.
Connect advertising with sales
We define Google Ads conversions and GA4 key events. A useful enquiry is different from a WhatsApp click. Where possible, CRM feedback helps assess appointments, sales and margin.
Interactive plan
Choose your goal and compare the approach
Select the most important task. This starting point helps frame a plan; actual spending depends on demand, the website and your data.
Start by assessing Search
Review searches that indicate buying or booking intent, prepare a page for each service and track valid enquiries. With a limited budget, focus the test on one offer and an area you actually serve.
Interactive plan
Estimate your first test budget
Editable example. Enter your own inputs: this is not a market forecast or a campaign result.
Estimated clicks1 333
Estimated enquiries67
Cost per enquiry30 €
Before launch
Check these points before spending
Items checked0 / 6
Our approach
How we prepare the campaign
Demand and coverage
Separate locations, languages and services when the offer or acquisition economics differ. Avoid copying the same campaign into every location without a reason.
Landing page and tracking
Review the mobile experience, form and phone contact. Test Google Ads, GA4 and consent handling before launch.
Testing and improvement
Agree on a test budget and evaluation criteria. Review search terms, placements and commercial quality before increasing investment.
Frequently asked questions
Frequently asked questions
Should I start with Search or Display?
If people already search for your service and you need enquiries, Search can be a sensible starting point. Display can introduce an offer or reach eligible returning visitors. Demand, budget and measurement determine the choice.
How much does a lead cost?
There is no universal CPL. Sector, location, competition and website conversion all influence it. The calculator uses your inputs and does not show a campaign result or a promised price.
Do I need both channels?
No. You can start with one channel and a specific offer. Add another when it has a clear task and its contribution can be evaluated.
Is a WhatsApp click a customer?
Not necessarily. You can measure it as an interaction, but distinguish it from a real conversation, an appointment and a sale. CRM or sales feedback helps verify the difference.
Let's discuss the campaign your business needs
Share your website, service and coverage. We will review which channel fits, what to measure and how to prepare the first test.