• AI Max & PMax
  • Consent-ready tracking
  • Your account, always

Google Ads · PPC · Paid search

Google Ads agency in Mallorca: automation with judgement

As a Google Ads agency in Mallorca, we run Search, Performance Max and Demand Gen campaigns for businesses on the island, across Spain and in Europe. Reliable tracking first; then automation with clear guardrails, in an account that is always yours.

Our method

Personal reply, No obligation, English, Español

What it is

Managing Google Ads in 2026 means giving Google's automation strong signals, strong creative and guardrails, not nudging bids by hand: what AI Max, Performance Max and Smart Bidding learn decides whether an account pays off.

So we start with measurement: clear conversions, enhanced conversions, Consent Mode v2 and CRM data when sales close offline. Then we build a campaign structure by goal, market and language, refined weekly with human judgement.

We coordinate it with SEO to cover the whole results page, analytics and tracking that feed bidding clean data, and conversion rate optimisation so paid clicks land on pages that convert.

In depth

AI Max for Search: what changes in your Search campaigns

AI Max for Search is not a new campaign type but an optimisation layer inside your Search campaigns. It combines search term matching, text customisation and final URL expansion, with brand, location and text-guideline controls.

Set up well, it finds new demand; unchecked, it can send traffic to weak pages or publish messages you would never approve. We decide which features each campaign uses.

Two dates matter. Google set September 2026 for the automatic upgrade of campaigns using campaign-level broad match or automatically created assets. And Dynamic Search Ads are moving into AI Max and will be retired in February 2027, so DSA-dependent accounts need a migration plan.

  • Upgrade review: what the upgrade changes and which features to keep or switch off.
  • DSA migration: target pages, URL exclusions and a controlled test before February 2027.
  • Brand and text controls: so generated ads match your tone and real promises.
  • Search term analysis: new queries become negatives, ad groups or website fixes.

In depth

Search, Performance Max or Demand Gen: the right campaign for each goal

Each campaign type serves a different goal: Search captures people already looking, with the tightest control; Performance Max spreads one budget across Google's inventory; Demand Gen builds demand before anyone searches.

Performance Max is no longer a pure black box: it offers campaign-level negatives, a search terms report, channel performance reporting (introduced in beta in 2025), brand exclusions, device targeting, age controls and asset-level stats. We use them so PMax doesn't cannibalise brand traffic.

Demand Gen lets you pick placements (YouTube in-stream, in-feed and Shorts, Discover, Gmail, Display and Maps) and has absorbed Video Action Campaigns. Video-led work runs with our YouTube advertising service.

  • Search: clear intent, high-value leads, full message control.
  • Performance Max: ecommerce with a Merchant Center feed and enough conversion volume.
  • Demand Gen: launches, new products and audiences who don't yet search for you.
  • Shopping and feeds: catalogues where feed quality shapes visibility, alongside our ecommerce service.

In depth

Smart Bidding with signals that reflect your business

Smart Bidding is only as good as its goals. Count every button click as a conversion and it optimises for clicks; feed it qualified conversions, real values and closed sales, and it learns to find customers.

We choose target CPA, target ROAS, or maximise conversions or value, by account maturity. Google Marketing Live 2026 brought journey-aware bidding in beta, letting target-CPA Search campaigns learn from calls and forms (useful for professional services, education or healthcare leads), plus Smart Bidding Exploration for Performance Max. Campaign total budgets, available since 2025, suit fixed-date promotions.

When sales close by phone or in person, we import offline conversions from your CRM so Google learns which clicks become revenue.

In depth

Before scaling spend, tracking must be reliable and lawful: well-defined conversions, enhanced conversions and Consent Mode v2 connected to a compliant consent management platform.

Enhanced conversions for web and leads now sit under one setting, and since April 2026 Google Ads accepts data from the tag, Data Manager and the API at once. Sent hashed, it recovers conversions cookies no longer attribute.

Consent Mode v2 uses four parameters: ad_storage, analytics_storage, ad_user_data and ad_personalization. Basic mode holds Google tags until consent; Advanced mode loads them and sends cookieless pings for modelling. Google's EU User Consent Policy applies across the EEA, the UK and Switzerland; without those signals, EEA traffic cannot feed audiences, remarketing or personalisation.

In depth

In Spain your ads can appear above or below Google's AI Overviews, not inside them. As of October 2026, in-Overview ads run only in English in 12 markets such as the US, Canada and Australia; no EU country is included.

AI Mode reached Spain in Spanish in October 2025, but its ads remain a US test with no EU dates. Formats unveiled at Google Marketing Live 2026, such as conversational discovery ads and a business agent for leads, are ones to watch in Spain, not to buy.

You can prepare: eligibility for those formats comes mainly through AI Max and Performance Max, with strong feeds and assets. Finance, healthcare and other sensitive verticals are excluded from in-Overview ads everywhere.

Inside conversational assistants, the channel open in Spain since August 2026 is ChatGPT (contextual ads on Free and Go plans), covered by our ChatGPT and AI search ads service.

In depth

Seasonal, multilingual campaigns for international markets

If you sell in several countries or have high and low seasons, the account must reflect it: campaigns by market and language, budgets set to the demand calendar, everything ready before each peak.

Mallorca shows it clearly: a hotel or experiences business sells to visitors from Germany, the UK or the Nordics months ahead, and to locals the rest of the year. So do online shops shipping across Europe and SaaS firms.

  • Market and language: ads written natively for each language, with matching landing pages.
  • Precise location targeting: people in a place versus people interested in it, vital for buyers abroad.
  • Demand calendar: bids that move ahead of the season and lean upkeep off-season.
  • Organic alignment: keywords coordinated with international SEO, so you don't pay for traffic you already win.

In depth

Budgets, account ownership and no lock-in

There is no standard budget: it depends on your market, margins and goals. We size it with data (auction competition, search volume, conversion rate, customer value) and scale when results justify it. Ad spend goes directly to Google; our fee is separate and in writing.

The main drivers are sector, markets and languages, seasonality, website quality and learning time. In Spain, Google handles the vast majority of searches, so your competitors are usually there too.

The account is yours: in your name, with your payments profile, accessed through our manager account (MCC). If we part ways, we unlink and you keep its history, conversions and audiences. No lock-in.

What's included

What our Google Ads management includes

End-to-end management, scaled to each account.

  1. Account and tracking audit

    Structure, conversions, consent, search terms and wasted spend, prioritised by impact.

  2. Measurement plan

    Conversions and values, enhanced conversions, Consent Mode v2 and offline CRM imports.

  3. Campaign architecture

    Search, Performance Max, Demand Gen and Shopping by goal, market and language.

  4. Keywords and negatives

    Intent-led research, shared negative lists and search term reviews, including PMax and AI Max.

  5. Ads and creative assets

    Responsive ads, images and video within brand guidelines. AI drafts variations; a person approves them.

  6. AI Max migration

    Moving Dynamic Search Ads to AI Max before February 2027, with controlled tests.

  7. Bidding and budgets

    Smart Bidding strategy, realistic CPA or ROAS targets, seasonal allocation and experiments.

  8. Reporting and reviews

    A Looker Studio dashboard and regular reviews with clear next steps.

How we work

How we manage your campaigns

In phases: foundations, launch, continuous improvement. Timings are indicative.

  1. Phase 01 / 06

    Access and audit

    We confirm the account is in your name, link our MCC and audit campaigns, conversions and consent. Usually two weeks.

  2. Phase 02 / 06

    Measurement

    Fixed conversions, enhanced conversions, Consent Mode v2 and offline CRM data. Nothing scales without it.

  3. Phase 03 / 06

    Strategy and structure

    A campaign map by goal, market, language and season, with AI Max and PMax controls agreed in writing.

  4. Phase 04 / 06

    Controlled launch

    Phased go-live, watching the learning period and search terms from day one.

  5. Phase 05 / 06

    Continuous optimisation

    Weekly search terms, negatives, assets, bids and budgets, with experiments for major changes.

  6. Phase 06 / 06

    Quarterly review

    Results by market and channel, next-season planning and where to scale or cut.

Personal reply, No obligation, English, Español

The SERMAN approach

Why manage Google Ads with SERMAN

  1. Measurement before spend

    No scaling on shaky data: reliable conversions and correct consent first, growth second.

  2. Automation with human control

    AI Max, PMax and Smart Bidding within limits: negatives, exclusions, text guidelines and asset review.

  3. Your account, your data

    In your name from day one. No lock-in and no account held back.

  4. The whole search picture

    Ads, SEO and visibility in AI answers coordinated, so spend goes where organic reach can't.

What it is not

What this service is not

  • We don't guarantee a CPA, ROAS or ad position: they depend on the auction, the market and your offer.
  • It isn't set-and-forget: automation needs constant review.
  • We don't buy cheap clicks to pad out reports.
  • We never hold back your account or data if you change agency.
  • We don't run political ads, which Google no longer serves in the EU.
  • It won't fix a site that doesn't convert; if the landing page fails, we start by improving conversion.

What we measure

The metrics that actually matter

We measure what spend brings your business, not clicks or impressions.

  1. Qualified conversions and value

    Leads, bookings or sales that meet your customer definition, with real values.

  2. CPA and ROAS against margins

    Judged against what your business can afford, not market averages.

  3. Impression share

    Demand captured, and demand lost to budget or ad rank.

  4. Search term quality

    The share of spend on relevant queries, including AI Max and PMax ones.

  5. Market, language and channel

    Results by country, language, season and PMax channel to guide investment.

  6. Measurement health

    Consent rate, enhanced conversions diagnostics and offline match: weak signals mean weak bidding.

Tools & platforms

Tools we work with

  • Google Ads
  • Google Ads Editor
  • Manager account (MCC)
  • Keyword Planner
  • Google Merchant Center
  • Google Analytics 4
  • Google Tag Manager
  • Google Ads Data Manager
  • Looker Studio
  • Microsoft Advertising
  • Google Ads scripts
  • Google Search Console
  • Google-certified CMP

Who it's for

A particularly good fit if your business…

  • Needs demand now, without waiting for SEO to mature.
  • Is a hotel, restaurant or experiences company selling to international visitors.
  • Runs an online shop and wants Shopping and Performance Max without losing control.
  • Generates leads in professional services, health, education or tech and needs to know which convert.
  • Spends on Google Ads without knowing what works, or has DSA campaigns to migrate.
  • Wants to reclaim ownership of an account run by another agency.

Compliance

Regulations and policies we apply

Advertising on Google from Spain means following EU rules and platform policies. This is not legal advice.

  1. EU User Consent Policy

    Google requires valid consent in the EEA, the UK and Switzerland to use cookies and personal data for advertising.

  2. Cookies under AEPD guidance

    Spain's data protection authority requires “reject” at the same level as “accept”, and no cookie walls without a real alternative.

  3. Political advertising

    Google has not served political ads in the EU since October 2025, under EU political-ad transparency rules.

  4. Environmental claims

    Directive (EU) 2024/825 on greenwashing has applied since 27 September 2026, though Spain's transposition was then incomplete. We avoid generic “eco” or “sustainable” claims without proof.

Industries

Where we apply it

  • Private Clinics, Aesthetics & Wellness

    Marketing for dental, aesthetic, medical and wellness clinics: local search, AI answers, genuine reviews and multilingual booking.

  • Education & Training

    Education marketing for private universities, business schools, international schools and academies: student recruitment in Spain and abroad.

FAQ

Frequently asked questions

How much does a Google Ads campaign cost?

There is no standard price: you set the budget and pay Google directly, mostly per click. Cost per customer depends on sector, competition, markets and conversion rate; our audit proposes a starting budget.

How much does a Google Ads agency charge?

Whether you hire a PPC agency or a Google Ads consultant, it depends on scope: campaigns, markets, languages and measurement work. Our fee is separate from ad spend and agreed in writing.

What is AI Max in Google Ads?

An optimisation layer for Search campaigns combining search term matching, text customisation and final URL expansion. You enable it inside existing campaigns, with brand, location and text controls.

Can my ads appear inside Google's AI Overviews in Spain?

No. As of October 2026, ads in Spain show above or below AI Overviews; ads inside them run only in English in 12 non-EU markets, and AI Mode ads are a US test.

What happens to my Dynamic Search Ads (DSA) campaigns?

Google is moving them into AI Max and will retire DSA in February 2027. We migrate early, with URL exclusions, text guidelines and side-by-side testing.

If I work with an agency, do I still own my Google Ads account?

With us, yes. It is in your name, with your payment method; we access it through our manager account. If you leave, you keep its history, conversions and audiences.

Is Performance Max better than a Search campaign?

It depends on the goal. Search gives more control and anchors lead generation; Performance Max suits ecommerce with a feed and accounts with conversion volume. Many accounts run both.

Do I need Consent Mode v2 to advertise on Google from Spain?

With EEA traffic, in practice yes: without its signals you cannot build audiences, run remarketing or personalise ads on that traffic.

How long do Google Ads campaigns take to deliver results?

Ads can show once approved, but automated bidding needs a learning period with conversion data. We avoid abrupt early changes and read trends, not single days.

Do you also manage Microsoft Advertising?

Yes, as a complementary channel when your audience justifies it. Microsoft's own AI Max has been open to all advertisers since 27 August 2026.

Why choose a Google Ads agency in Mallorca if I sell across Europe?

Because in Mallorca we work every day with what international markets demand: multilingual campaigns, sharp seasonality and customers deciding from abroad.

Related services

Pairs well with

Insights

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Personal reply, No obligation, English, Español

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