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Google Ads and Meta Ads management, with conversion tracking

Campaigns tied to your goal. As a Google Ads and Meta Ads agency, we plan, launch and monitor your campaigns in your business’s own accounts. We also set up GA4 and Google Tag Manager so you can see which campaigns lead to enquiries you actually receive. Ad spend stays separate from our fees.

Let’s discuss your campaigns

When to hire a Google Ads agency

Advertising doesn’t replace a clear offer or a website that makes getting in touch easy. It helps when there’s a specific goal behind it, and when you can read what it produces.

  • Customers look for you on Google

    They search for your service and area, but find other businesses first. Ads on those searches put you in front of people who already have a need.

  • Your offer needs to get known first

    A new service, a seasonal offer or an event that few people are searching for yet. Facebook and Instagram let you present it to a chosen audience.

  • Your campaigns run without clear insight

    Ads are live, but you can’t tell which ones lead to calls or enquiries, or where the budget goes.

  • Your numbers don’t add up

    GA4 shows more enquiries than your inbox, or fewer, or nothing was ever set up. Duplicate or missing events make the data hard to trust.

Google Ads management, Meta Ads and GA4 setup

From intent to campaign. Google Ads management, Facebook and Instagram ads, GA4 and Google Tag Manager setup: each project is scoped before work begins, starting from your accounts and tools. It can cover one or more of these areas.

  • Google Ads campaigns

    Ads on the Google Search Network: keywords, exclusions, ad copy, locations and ad schedule, to reach people searching for your service.

  • Meta Ads campaigns

    Ads on Facebook and Instagram to present an offer to a defined audience and, where visitors’ consent allows it, reach people who have visited your website again.

  • GA4, Google Tag Manager and consent

    Set up or fix GA4 and Google Tag Manager, choose the events that matter with you (an enquiry received, a click to call, a confirmed booking) and connect the consent banner, with Consent Mode, so tags follow your visitors’ choices.

  • Conversions and reporting guidance

    Prepare the conversions sent to Google Ads and Meta Ads, with server-side tracking where needed, and track the phone calls that come from your ads or your website. Check them with test enquiries, then explain what your reports show, and what they can’t.

Conversion tracking: from a Google or Meta ad to an enquiry received

Why advertising and measurement go together. Without reliable conversion tracking, you’re running a campaign blind: you see clicks and spend, not the enquiries it brings in. The journey below shows where measurement comes in; how an enquiry is confirmed depends on your form.

  1. The ad is seen

    On Google, it answers a search; on Facebook or Instagram, it presents your offer to a chosen audience before they start looking.

  2. The visitor clicks

    They land on a page that should match the ad. A click shows interest, not yet an enquiry.

  3. The enquiry is confirmed

    The event fires once the website confirms the form or booking was received, not when someone clicks "Send".

  4. The conversion is passed on

    GA4 records it, then Google Ads or Meta Ads receive it, according to the visitor’s consent choice.

  5. The campaign is adjusted

    Ads, keywords, audiences and budget are reviewed based on enquiries received, not just on clicks.

How a Google or Meta campaign works

The steps are the same on Google and Meta, whether tracking needs to be built or reviewed; timing depends on access, available content and approvals.

  1. Define the campaign and tracking

    Understand the offer, the intended audience, the area you serve and the action expected after the click: a call, a quote request or a booking. Take stock of your ad accounts, GA4, Google Tag Manager and their access.

  2. Agree on the scope

    A proposal sets out the platforms, campaigns, ads and visuals to produce, conversions to track, approvals, reporting, our fees, the estimated media budget and any external costs, along with who pays for them.

  3. Set up and test tracking

    Configure GA4, Google Tag Manager, events and consent in your business’s accounts. Send test enquiries, accept then refuse cookies, and check that one enquiry produces a single event.

  4. Prepare and approve the campaigns

    Campaign structure, keywords or audiences, ad copy and visuals, and a landing page that matches. Nothing goes live without your approval.

  5. Launch, review and adjust

    Go live, check delivery and spend, then report at the agreed frequency with enquiries received, data limitations and proposed adjustments.

What a Google Ads or Meta Ads project includes

The exact list depends on the platforms and the agreed scope.

Campaign plan

Goal, platforms, locations, campaign structure and recommended media budget.

Measurement plan

Actions to track, the event for each one and how to check it.

Ads for approval

Ad copy, keywords and exclusions for Google, audiences for Meta, and visuals supplied or produced depending on scope.

Tracking check

GA4, Google Tag Manager, consent (Consent Mode included), conversions and, depending on scope, server-side tracking and call tracking tested before launch, with the test scenarios and their outcome.

Setup in your accounts

Campaigns, GA4 property and Google Tag Manager container configured in your business’s name, with a list of AETHER’s access.

Agreed reporting

Spend, enquiries received, reporting guidance, data limitations and proposed adjustments.

Ad spend, data and campaign limits

No guaranteed volume

A campaign can bring in visits; it doesn’t guarantee a number of enquiries or any sales. Results also depend on your offer, competition, landing page and budget.

Data is incomplete by nature

Refused cookies, ad blockers or restrictive browsers reduce the data you see. Measurement supports decisions; it doesn’t count every visit.

Media budget and fees kept separate

Ad spend is paid directly to Google or Meta; our fees are separate, and any external costs are listed along with who pays for them. On Google Ads, a single day can cost up to twice the average daily budget, but monthly spend stays capped at about 30.4 times that budget.

Accounts and consent

Ad accounts, the GA4 property and the Google Tag Manager container are in your business’s name; you stay in control and can pause campaigns. We configure tracking according to your visitors’ consent choices; overall compliance depends on your business, and we don’t provide legal advice.

Google Ads, Meta Ads and GA4 FAQ

Is ad spend included in the management fee?

No. Ad spend is paid directly to the platforms from your business’s accounts, and our management fees are separate. The proposal sets out both, along with who pays each one.

Google or Meta: which fits our goal?

Google Ads reaches people already searching for a service like yours; Meta Ads is mainly for building awareness of an offer. Showing your ads again to website visitors depends on their consent to advertising cookies, so only some of them can be reached. The choice depends on existing demand, your offer and your area, and can combine both.

How much budget should we plan for?

It depends on your goal, competition for your searches or audiences, and the area you target. We estimate it in the proposal, along with fees and tracking needs, before any money is spent.

Why GA4 and Google Tag Manager?

GA4 collects and reports the data; Google Tag Manager controls which tags fire, when, and under which consent choice. Together, they let your tracking evolve without editing your website’s code for every change, and Google Tag Manager also carries Google Ads or Meta Ads conversion tags.

What happens if a visitor refuses cookies?

Tags are set up to respect that choice, so your reports show fewer visits and actions than actually took place; ad blockers have a similar effect. With Consent Mode, which we set up, the visitor’s choice is passed to Google so tags can adapt to it. Google can estimate part of the missing data, but only for websites with high daily traffic. We help you read your numbers with these gaps in mind rather than promising to fill them.

Can you review existing campaigns or an existing GA4 setup?

Yes. We look at the structure, ads, targeting and spend, then compare what GA4 tracks with what actually happens: test enquiries, duplicates, missing events and consent-based firing. The findings list adjustments in order of priority; they can be made within the same project or separately.

Can we stop the campaigns, and who owns the accounts?

Ad accounts, the GA4 property and the Google Tag Manager container are created in your business’s name, and you grant AETHER the access it needs. You can pause campaigns at any time, and you keep the accounts when the project ends. The terms for ending the management engagement are set out in the proposal.

See all our services

These are the kinds of advertising and measurement projects we take on for small businesses in Quebec. They belong together: a campaign is easier to steer when you know which requests it brings in. Accounts stay in your business’s name, and ad spend is separate from our fees.

Google Ads

  • Google Ads agency for small businesses: campaign setup and management
  • Taking over and managing an existing Google Ads account
  • Setting up a new Google Ads account in your business’s name
  • A Google Ads audit before anything changes
  • A one-time review of your Google Ads campaigns
  • Remarketing campaigns to reach people who have already visited your site
  • Performance Max campaigns, when they suit your goal

Meta: Facebook and Instagram

  • Facebook Ads and Meta Ads agency for small businesses
  • Facebook and Instagram campaigns for a small business
  • Instagram ads

Measurement and conversion tracking

  • GA4 setup
  • Google Tag Manager installation and setup
  • Conversion tracking, so you know which campaigns bring in real requests
  • Tracking form submissions in GA4
  • Fixing a Google Analytics setup that wasn’t properly migrated to GA4
  • Google Analytics audit
  • One-time Google Analytics consulting
  • Meta Pixel and Conversions API
  • Enhanced conversions in Google Ads
  • Consent Mode, set up around your visitors’ consent choices
  • Server-side tracking
  • Phone call tracking

Budget and channel choices

  • Help setting a Google Ads budget that fits your goal
  • A clear line between our fees and your Meta ad spend
  • Help choosing between Google Ads and Meta Ads, or combining them
  • How the Meta Pixel and Google Tag Manager each fit in

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Let’s discuss your campaigns.

Tell us what you’d like to promote, the area you want to reach, whether any campaigns are already running and which tracking tools are in place. We’ll reply with the next steps.

Let’s discuss your campaigns