Guide

What do you need for Google Ads? The requirements

Before Google Ads even makes sense, a few things need to be in place in your business. What those are — and which supposed requirements actually aren't.

Request assessment ↗Google Ads

Quote upon request1 to 2 weeks to launchStatus 2026

In short

For Google Ads, a business needs three things: a specifically named process that currently costs time or orders, existing content or data to work with, and a person authorized to make decisions. Technical expertise is explicitly not one of them.

01 — Requirements

What you need for Google Ads

A clearly defined trigger. Not “we should do something with AI,” but a process that demonstrably costs time or orders today.
Existing content or data. Google Ads works with what's there. The more complete the starting point, the shorter the setup.
Access to the systems involved. Whoever manages the credentials needs to be involved from the start — this is, in our experience, the most common cause of delays.
One decision-making contact person. One, not three.
Willingness to refine after launch. The first weeks in real operation show what was missing in the concept. That's normal and accounted for.

02 — Participation

What we need from you

A contact person who can make decisions — not just forward them.
Access to the affected systems, in time and not on launch day.
Real examples from daily business — the messier, the more useful for testing.
Two to four hours for coordination, distributed over the project duration.
An answer to the question of what success means. Without it, nothing can be assessed afterward.

03 — Fit

When it's worth it

The process in question occurs at least weekly.
It follows rules you can write down — even if there are exceptions.
Today it's manual work that no one enjoys doing.
There's one person who decides, not three who need to coordinate.
You can name what would tell you it worked.

04 — Questions

Frequently asked questions

Is it worth it alongside SEO?

Both together usually make sense: ads work immediately and can be turned off, SEO works slowly and persists. If you need inquiries today, start with ads; if you want to be more independent in two years, invest in content in parallel.

What's the difference from social media advertising?

Google Ads reaches people actively searching for something — purchase intent is usually already there. Social media advertising generates interest among people who haven't searched for it yet. Both have their place, depending on the goal.

How much budget do we need?

That depends entirely on the cost per click in your industry — which differs by multiples between a regional service and a competitive field like insurance or law. We estimate this before launch based on real, current click prices for your search terms, not rough empirical values, and then give you a specific range.

How quickly will we see results?

First clicks on the same day, reliable insights after three to four weeks. Before that, the numbers are too small to draw conclusions from.

What happens to the budget on weekends or holidays?

That can be controlled — for some industries (trades, B2B), it makes sense to pause ads there because hardly anyone searches with purchase intent at those times. For others (hospitality, leisure), that's exactly the most important time.

Can't we do this ourselves?

In principle, yes. The point where it breaks down is measurement: without proper tracking of inquiries, the automation optimizes for clicks, and then it gets expensive. If you set it up correctly once, you can continue much of it yourself.

What are the most common budget drains?

Missing exclusions — search queries with “free”, “DIY”, “jobs”, or place names outside your service area. And ads that lead to the homepage instead of a relevant page.

05 — Next

Google Ads by Region

Next step

Send us a few sentences about your project.

We read every inquiry ourselves and respond personally. No sales team, no callback form into the void.

Send inquiry ↗ office@pipeline-solutions.at OR +43 681 207 64 203