AdWords Agency.

Yes. Google renamed "Google AdWords" to "Google Ads" in July 2018. It is the same advertising product under a new name. Anyone searching for an "AdWords agency" today almost always means a Google Ads agency. The search term has proved more durable than the product name: people still type the old word years after it officially disappeared. Nothing practical changes for you — the platform your ads run on, both on Google and on its partner sites, is the same one. So when this page says "AdWords", it always means today's Google Ads.

The core is unchanged: you pay per click and you show up for the terms your customers type. What changed most is how much of the steering Google automates. In the AdWords era bids were often set by hand for each keyword. Today automated bidding strategies — Smart Bidding — do much of that work, and they only work when clean conversion tracking gives them something to aim at. New campaign types such as Performance Max arrived alongside. The craft behind it has not moved: hit the right search terms, exclude the pointless clicks, and measure the enquiries that actually arrive.

At DLM Digital the management fee is a flat monthly amount, kept separate from the advertising budget that goes straight to Google. We recommend starting that media budget at around CHF 500 per month; below that there is simply not enough data for optimisation to bite. What the management costs depends on the scope and the number of campaigns, and we fix it before we start so you know what will be on the invoice. The separation matters: agency fee and Google budget are two different items, and both belong on the table. We think little of percentage-of-spend models, because they reward spending more rather than spending well.

Google Ads, formerly AdWords, is paid placement: you pay per click and appear at the top immediately, and the moment you stop the budget the visibility disappears. SEO is the unpaid, organic side: it takes months to show, then holds, and the cost per additional enquiry falls over time. For most companies the combination makes the most sense. Ads deliver enquiries from day one and reveal which search terms genuinely bring customers — and those are exactly the terms the slower SEO work should then target. Put briefly: AdWords or Google Ads for fast visibility, SEO for the long build.

Ads and first clicks are possible on day one after launch, and that is the real advantage over SEO. Dependable enquiries rarely arrive that fast. The first weeks go into sharpening search terms, excluding expensive misfires and feeding the bidding with real conversion data. Realistically a campaign needs roughly four to eight weeks before it settles and the cost per enquiry stabilises. Anyone promising cheap enquiries from day one is leaving out that learning phase — it is part of every honestly built campaign.

Without conversion tracking you only know that clicks cost money, not whether they turn into enquiries. Every campaign then flies blind: Google cannot learn which search terms bring customers, and you cannot judge whether the budget is worth it. So before the first franc of advertising budget is spent we set up GA4 conversion tracking that measures form submissions, calls and other real actions. Only that data turns "we are spending money" into "we know what an enquiry costs". It is part of the standard work here, not a surcharge — an AdWords campaign without measurement is money you cannot account for.