When Clients Talk, We Listen: A Real Conversation on Google Ads
At Napblog, we often say: marketing isn’t about shouting, it’s about listening.
So instead of giving you another technical blog on CPCs, CTRs, and smart bidding, I’m sharing something different — a realistic email-style conversation between a client and one of our marketing leads at Napblog.
This conversation captures how we educate, collaborate, and execute in Google Ads campaigns, while staying grounded in Napblog’s coworking philosophy.
Email Thread: Client ↔ Napblog
📩 Subject: Struggling with Google Ads Performance
From: Alex (Founder, SaaS Startup) To: Napblog Marketing Lead Date: Monday, 9:14 AM
Hi Team,
We’ve been running Google Ads for three months now, but the results feel… underwhelming.
- Our CTR is below 1.5%
- We’re paying nearly €6 per click in a competitive SaaS niche
- Conversions are trickling in, but the CAC is too high
I’ve read about smart bidding, remarketing, and responsive search ads — but I’m not sure what’s actually right for us.
Could Napblog help us restructure this campaign? I heard about your coworking model and like the idea of learning while we grow.
Thanks, Alex
📩 Subject: RE: Struggling with Google Ads Performance
From: Napblog Marketing Lead To: Alex Date: Monday, 11:02 AM
Hi Alex,
Thanks for reaching out — and I really appreciate your honesty. Many founders think they’re “failing” at Google Ads, when in reality, they’re just missing structured systems.
At Napblog, we approach Ads like we approach coworking projects: hands-on, transparent, and iterative. Here’s how I see your situation:
- CTR <1.5% → Your ad copy likely isn’t aligned with search intent. This usually means competitors are closer to user language.
- €6 CPC → High, but not unusual in SaaS. The key is improving Quality Score (landing page relevance, CTR, and ad strength).
- Conversions too costly → This signals a weak funnel. Either you’re attracting the wrong clicks, or your post-click experience isn’t optimized.
We’d recommend:
- Restructuring campaigns into tighter ad groups.
- Testing responsive search ads (RSAs) with dynamic keyword insertion.
- Running smart bidding only after we hit at least 30–50 conversions (data first, automation later).
- Building remarketing audiences from site visitors to lower CAC.
Would you like us to walk you through this in our coworking format? That way, you don’t just get results — you learn the playbook.
Best, Napblog Lead
📩 Subject: Re: Struggling with Google Ads Performance
From: Alex Date: Monday, 2:45 PM
Hi,
This is exactly the clarity I needed. Thanks!
Quick question: everyone keeps telling me to “just let Google’s algorithm handle it.” But you mentioned waiting until we have more conversion data before using smart bidding. Isn’t automation supposed to save time from day one?
Alex
📩 Subject: Re: Smart Bidding — When, Not If
From: Napblog Marketing Lead Date: Monday, 3:20 PM
Hi Alex,
Great question. You’re right — automation can save time, but only when it has enough data. Think of it like teaching a child to ride a bike. You wouldn’t throw them onto a steep hill on day one.
At Napblog, we use what we call the “Training Wheels Phase.”
- First, we run manual or enhanced CPC campaigns with small budgets.
- We collect conversion data and refine audience signals.
- Once the campaign has a reliable baseline, we switch to Target CPA or Max Conversions bidding.
This hybrid model ensures you’re not feeding Google’s AI with weak signals — which is a common reason campaigns “eat money.”
That’s why coworking with Napblog feels different: we don’t hide behind jargon. We teach you the why while we manage the how.
Best, Napblog Lead
📩 Subject: About Landing Pages
From: Alex Date: Tuesday, 9:41 AM
Morning,
This makes sense now. Thanks for breaking it down.
I also wonder — we’ve been sending ad traffic straight to our homepage. Could that be affecting conversions? Or is it fine to start there?
Alex
📩 Subject: Re: Landing Pages Are Half the Battle
From: Napblog Marketing Lead Date: Tuesday, 10:12 AM
Morning Alex,
You’ve spotted one of the biggest hidden killers of Google Ads ROI: landing page misalignment.
Sending ads to a homepage is like inviting someone to dinner and handing them a menu of every restaurant in town. Too many options, no clear action.
Instead, we’ll build:
- Single-intent landing pages for each ad group.
- Headline-message match (the words they click must mirror the words they see).
- Conversion-focused design (one CTA, minimal distractions).
- Fast load times (Google rewards speed with higher Quality Scores).
In Napblog coworking, we’ll not only design these pages but also teach your team to replicate them, so you’re never stuck outsourcing.
Best, Napblog Lead
📩 Subject: Budgeting Worries
From: Alex Date: Wednesday, 4:05 PM
Hi,
One last concern: budgets. We’re still early-stage and can’t compete with SaaS giants spending €50K/month. What’s realistic for us?
Alex
📩 Subject: Re: Budgets Built for Growth
From: Napblog Marketing Lead Date: Wednesday, 5:20 PM
Hi Alex,
You don’t need €50K/month to win. What you need is focus.
Here’s our budget philosophy:
- Start with €30–50/day per campaign.
- Focus on high-intent, bottom-funnel keywords (“buy,” “pricing,” “demo”).
- Use remarketing to recycle warm traffic (cheaper conversions).
- Once ROI is proven, scale slowly — reinvesting profits, not gambling with them.
Napblog’s coworking framework ensures every euro works harder because your campaigns evolve with weekly feedback loops.
It’s not about how much you spend. It’s about how smartly you spend it.
Best, Napblog Lead
The Takeaways from This Conversation
If you read through this thread, you’ll notice three things about how Napblog approaches Google Ads:
- Education + Execution We don’t just fix campaigns — we explain why things work. Our coworking model empowers founders, freelancers, and marketers to grow with us.
- Systems, Not Shortcuts Google Ads is not about magic hacks. It’s about structured campaigns, aligned landing pages, and gradual smart bidding.
- Budget Realism You don’t need massive budgets. You need clear funnels, lean experiments, and confidence to scale when the time is right.
Closing Reflection
At Napblog, we often say: “Every breakthrough starts with a pause.”
Alex’s story shows exactly why. Instead of panicking about low CTRs and high CPCs, we paused, listened, and built a roadmap grounded in strategy — not stress.
That’s the Napblog difference.
And if you’re reading this, wondering if your Google Ads are underperforming too, maybe it’s time for your own conversation.
👉 Question for you: When was the last time you looked at your campaigns and asked, “Am I listening to my audience, or just spending to be seen?”
Because the brands that listen — win.