Google Ads Agentur
in Basel

Widmer & Kunz is based in Basel and manages search campaigns with these connections in mind.

The focus is on paid advertising in Google Search: relevant search terms, clearly structured adverts and landing pages that address a specific need. Together, we clarify which languages you can reliably provide a service in and which enquiries make sense for your business. Existing accounts, available measurement data and internal responsibilities are discussed alongside any unresolved questions. The following examples explain possible decisions. They do not show client results and are no substitute for an assessment of your starting position.

A campaign does not start with the largest possible collection of keywords, but with a decision: what kind of contact should your company be able to handle? For a business whose services involve extensive consultation, a qualified appointment enquiry may be more important than a brief phone call. An online store, by contrast, needs a purchase process that can be tracked. We therefore distinguish between service enquiries, product sales and awareness objectives before creating adverts. This includes questions about capacity, availability and the actual catchment area. The objective selection in the demo is for guidance only and is not a campaign recommendation. It illustrates which landing page and which measurement approach would need to be checked in each case. Neither making a selection nor launching a campaign promises additional orders or a particular number of contacts.

A term can be linguistically appropriate yet still miss the mark commercially. Someone looking for training may not need paid advice; someone asking for instructions may want to do the work themselves. Negative keywords help limit identifiable mismatches. We examine the context rather than blanket - blocking every supposedly weak word. Multilingual terms in particular can have several meanings. Negative keyword match types also work differently from positive keyword match types, and this must be taken into account. Exclusions are therefore an ongoing editorial task, not a one - off safeguard list. Available search queries also do not necessarily show every individual search. Missing entries cannot be taken as evidence of either complete relevance or comprehensive control over traffic.

A French advert should not unexpectedly lead to a contact process available only in German. However, what matters goes beyond translating a headline. Services, requirements and next steps must be explained clearly on the landing page. This includes contact options that are easy to find and information about which language will be available in subsequent communication. We also review mobile use: is the form clearly laid out, are input fields labelled clearly, and does the most important content remain accessible without unnecessary steps? A separate page makes sense where the offering or information needs genuinely differ. Interchangeable location pages with no additional value do not solve the problem. Landing pages are therefore assessed against search intent, rather than by aiming for the largest possible number of pages.

The platform budget pays for advertising delivery on Google and is paid directly to Google. It must be distinguished from the fee for planning or management. A sensible allocation cannot be derived from a general Basel average. We consider priorities, search demand, available landing pages and the commercial importance of the services offered. There is also the question of which bidding strategy suits the available data. Automated bidding requires appropriate target signals and careful monitoring; it does not generate reliable enquiries from unclear measurement. Specific amounts are only discussed on the basis of your starting position. Neither a higher budget nor a different bid setting guarantees positions, costs per click or profitability. Changes are documented transparently and checked for possible side effects.

Campaign management means considering search queries, adverts and landing pages in relation to one another. We investigate whether new search patterns are emerging, whether a service is now offered differently and whether language versions still correspond. Advert variations are compared with a clear question in mind, such as how understandable a next step is. Individual short - term differences are not enough to support robust conclusions. At the same time, clear problems such as incorrect links must not wait for a later report. Changes are therefore documented together with the reason and observation behind them. This makes it possible to understand why a decision was made and what should be checked afterwards. Ongoing optimisation is a controlled working process, not a promise of steadily falling costs or ever - better results in every individual reporting period.

Reliable management requires correct business information, confirmed offers, the necessary account access, information about target audiences and areas, and the agreed advertising budget to be provided in good time. Multilingual adverts also require statements that have been checked for subject - matter accuracy and legal compliance in every intended language. You supply images and content where this has been agreed. Widmer & Kunz does not invent missing prices, products, certifications, customer data or legal statements. Adverts are prepared within the agreed scope and reviewed by you before publication; your approval applies to the approved version. Later changes are agreed transparently. Trade mark rights, rights to supplied content and Google's advertising policies must also be observed. Google may review, restrict or reject adverts independently of Widmer & Kunz. The agreed measures are carefully planned, created, checked and optimised. Nevertheless, in multilingual advertising, the offering, market and competition, as well as the budget, search volume, advertising account, landing page and visitor behaviour, determine the actual outcome. In addition to the limitations already described, there is no guarantee of clicks, sales, cost per enquiry or revenue.