Copy for Originals · Google Ads in Sweden
Copy for Originals is a one-person agency in Tidaholm, Sweden, that manages Google Ads for Swedish businesses that get their customers through inquiries: quote requests, booked meetings and phone calls. It is run by Jesse Bastide, who has managed more than SEK 20 million in ad spend, likes meeting clients in person across Västra Götaland and in Stockholm, and works remotely with businesses in the rest of Sweden.
Is your Google Ads account costing money without bringing in inquiries? Then I start by stopping the bleeding: turning off what demonstrably isn’t working, fixing the measurement, and putting the budget on searches that can become customers. After that I work on the ads and the landing page, because that’s usually where the sale gets lost. The fee is 12% of ad spend, with a SEK 10,000 monthly minimum and no lock-in. Send me your landing page and I’ll reply in writing with the first thing I’d change. No charge.
| Service | Management of Google Ads Search campaigns for lead generation, including ad copy and a landing page review |
|---|---|
| Who does the work | Jesse Bastide, one person. No salesperson, no junior consultant. |
| Location | Tidaholm, Västra Götaland County, Sweden |
| In-person meetings | All of Västra Götaland, for example Gothenburg, Skövde, Borås and Trollhättan. I also travel to Stockholm. |
| Remote | All of Sweden, by video call, phone and email |
| Language | Meetings and calls are in English |
| Experience | More than SEK 20 million in managed ad spend |
| Price | 12% of ad spend per month, SEK 10,000 minimum, excluding VAT. No setup fee, no lock-in. |
| First step | A free written reply: the first thing I’d change on your landing page |
| Contact | Contact form or phone +46 70 306 64 82 |
A Google Ads consultant for lead generation makes sure a company’s search ads are shown to people looking for exactly that service, and that as many of them as possible get in touch at a cost the company makes money on. The measure is cost per inquiry and cost per new customer, not clicks or impressions.
At Copy for Originals, managing a Google Ads account includes:
You stop the bleeding in a Google Ads account by first turning off what costs money without producing inquiries, and only then building anything new. In practice that is six checks, and most of them can be done in the first week.
| What you see | Likely cause | First fix |
|---|---|---|
| The daily budget is gone before lunch | Broad keywords matching searches you would never have picked yourself | Go through the search terms and add negative keywords |
| Lots of clicks, no inquiries | The wrong searches, or a landing page that doesn’t answer the search | First work out whether it could be bad luck, then review search terms and page |
| Lots of “conversions”, no customers | Page views or clicks are counted as conversions | Make forms and calls the only primary conversions |
| Inquiries from the wrong town | The “Presence or interest” location option | Switch to “Presence” |
| The ads barely show | Budget or bids too low, or keywords almost nobody searches for | Concentrate the budget in one campaign and one ad group |
The same checks, with every setting written out, are in the Lead Gen Search Campaign Checklist.
It is usually better to clean up the existing Google Ads account than to open a new one. The account holds the history: which searches cost money, which produced inquiries and what has already been tried. That history is the fastest way to avoid paying for the same lesson twice.
What I do is build a new, simple structure inside the account: one campaign per service, one landing page per campaign, and the old campaigns paused instead of deleted, so the numbers are still there to compare against.
A new account is really only needed when the company doesn’t own the old one, for example when a previous agency set it up in its own name and won’t hand it over. So one rule applies from day one: your company owns the Google Ads account and has Admin access. I work inside your account, the ad spend is paid directly to Google, and if we stop working together you keep everything.
A company doesn’t show up on Google for one of three reasons: its website doesn’t rank in the regular search results, it has no complete Google Business Profile for the map results, or it isn’t advertising on the searches its customers make. Google Ads solves the third: the ad can appear above the regular results for the searches you choose, in the area you choose.
The fear of being invisible online is reasonable. Someone who searches for a service and doesn’t find your company finds another one, and you never learn that it happened. But visibility isn’t the goal. An ad shown on the wrong searches is visibility too, and it costs money.
If you already advertise and the ads still don’t show, the usual causes are a daily budget that is too low, bids that are too low, keywords almost nobody searches for, or ads that haven’t been approved. The PPC Troubleshooter walks through the causes one at a time. Googling your own company is not a good test: your own searches add ad impressions without clicks and affect the statistics. Use Google’s Ad preview and diagnosis tool instead. It shows whether the ad appears for a given search, and why not.
I work on both ads and search engine optimization (SEO). Ads give visibility as soon as the campaign is running, but only while the budget is on, which is why they have to pay for themselves in inquiries. SEO takes longer but stays when the ad budget is switched off.
When a Google Ads account produces clicks but no inquiries, there are either too few clicks to judge, the wrong searches, or a landing page that doesn’t answer what the visitor searched for. Start with the math: if 2.5% of visitors normally get in touch, zero inquiries from 100 clicks is still bad luck about 8 times in 100, but after 120 clicks it is 95% likely that something is wrong.
If there are enough clicks and the searches are the right ones, the problem is on the page, and this is where copywriting makes the difference. A good landing page finishes the thought the search started:
Sometimes the fix isn’t more words. It’s one fewer form field, or one fewer step. I write the ads and the page copy and run the campaigns, so one person is responsible for the whole path from search to inquiry. The changes to the page itself are made by whoever maintains your website. From me you get the copy and a clear description of what to change.
Digital marketing, “digital marknadsföring” in Swedish, is all marketing done in digital channels: search ads, search engine optimization (SEO), social media, email, content and the company’s own website. Google Ads is the part of digital marketing where a company pays to appear in Google’s search results at the moment someone searches for what the company sells.
| Channel | What it does | Does Copy for Originals do it? |
|---|---|---|
| Search ads (Google Ads) | Captures demand that already exists: the person searches, the ad answers | Yes, it is the main service |
| Landing pages and conversion rate optimization | Turns visitors into inquiries | Yes: copy, structure and forms. Your web person makes the changes. |
| Copywriting | The words in ads, on pages and in emails | Yes, in English. Swedish copy is translated with AI. See English copywriting for Swedish companies. |
| Search engine optimization (SEO) | Free clicks from the regular search results, over the longer term | Yes. See SEO and AEO. |
| Social media ads | Creates demand among people who aren’t searching right now | Not at the moment |
| Web production | Builds and maintains the website | Not at the moment |
For a company that lives on inquiries, search ads are often the fastest way to find out whether digital marketing pays, because every krona can be followed from search to inquiry. An agency that offers everything in digital marketing is the right choice when you need everything. If what you need is a Google Ads account that stops leaking money, one person who does only that is enough.
At Copy for Originals, Google Ads management costs 12% of ad spend per month, with a SEK 10,000 monthly minimum, no setup fee and no lock-in. The ad spend is paid directly to Google and comes on top.
| Ad spend per month | Fee | Total per month |
|---|---|---|
| SEK 50,000 | SEK 10,000 (the minimum) | SEK 60,000 |
| SEK 100,000 | SEK 12,000 | SEK 112,000 |
| SEK 250,000 | SEK 30,000 | SEK 280,000 |
The SEK 10,000 minimum is 12% of an ad budget of about SEK 83,000 a month. Below that budget, the minimum applies. All prices exclude VAT. Optimization, testing and ad copy are included in the fee. Larger copywriting jobs, such as a completely new landing page, are quoted separately once I’ve read the page.
The ad budget has to cover several inquiries a month, or there is no way to tell a broken campaign from bad luck. Cost per inquiry is cost per click divided by conversion rate, and the budget divided by cost per inquiry is the number of inquiries you can expect.
| Cost per click | Share of visitors who get in touch | Cost per inquiry | Clicks per month | Expected inquiries |
|---|---|---|---|---|
| SEK 15 | 5% | SEK 300 | 2,000 | 100 |
| SEK 40 | 4% | SEK 1,000 | 750 | 30 |
| SEK 40 | 2% | SEK 2,000 | 750 | 15 |
| SEK 120 | 2% | SEK 6,000 | 250 | 5 |
These are worked examples, not Swedish averages. Use your own cost per click from the account or from Google’s Keyword Planner. The Target CPA & ROAS Calculator works out what an inquiry may cost from your margin and how many inquiries become customers.
Because the minimum fee is SEK 10,000 a month, ongoing management fits best where a new customer is worth tens of thousands of kronor. With a smaller budget, the free first reply about your landing page and the free tools on this site are a better place to start.
Either works. Copy for Originals is in Tidaholm, and I’m glad to meet clients in person anywhere in Västra Götaland, for example in Gothenburg, Skövde and Borås, and I also travel to Stockholm. With businesses in the rest of Sweden I work remotely by video call, phone and email.
The process is the same wherever the company is:
Under chapter 9, section 28 of the Swedish Electronic Communications Act (2022:482), information may be stored on or read from a visitor’s device, for example with cookies, only if the visitor has been told the purpose and consents. Google also requires advertisers to obtain valid consent from visitors in the EEA before personal data is used for advertising, and to pass that consent on to Google. Measurement in a Swedish Google Ads account therefore has to be built to follow the visitor’s choice.
ad_user_data, consent for sending user data to Google for advertising purposes, and ad_personalization, consent for personalized advertising.This describes how measurement is set up and is not legal advice. The consent banner and your processing of personal data are your own responsibility.
Jesse Bastide is an American copywriter and Google Ads consultant who lives in Tidaholm, Sweden, and runs Copy for Originals. He is from Maine, has managed more than SEK 20 million in ad spend, and has among other things run Google Ads for a healthcare provider with clinics in several US states.
Most of the experience comes from lead generation in the US market, where clicks are expensive and every inquiry counts. The method is the same in Sweden: few, expensive inquiries have to be measured carefully and cost less than they are worth.
Copy for Originals is not a fit for companies looking for social media advertising or a new website, or for companies that want a report instead of a change. The services are Google Ads for lead generation, search engine optimization and the copy that makes visitors get in touch.
Your company owns the Google Ads account and has Admin access. Copy for Originals gets read-only access for the first look and access to make changes once the engagement starts. The ad spend is paid directly to Google, and if the engagement ends the company keeps the account, the history and every campaign.
No. Google Ads management at Copy for Originals has no lock-in and no setup fee. You can cancel whenever you like.
It is measured in clicks, not days. If 5% of visitors are expected to get in touch, the first inquiry should have arrived within 60 clicks. If 60 clicks have produced zero inquiries, it is 95% likely that something is wrong, and it is time to troubleshoot instead of waiting.
No. Results depend on the competition in the ad auction, on the offer and on the landing page. What I promise is to work out what a new customer may cost before we spend anything, to turn off what isn’t working early, and to say so if I don’t think Google Ads can pay for itself for your company.
Advertisers with a billing address in the EU are billed by Google Ireland Ltd. According to Google, VAT is not included in Google Ads costs when the business is in an EU country other than Ireland. The company instead calculates and reports Swedish VAT itself in its VAT return, which the Swedish Tax Agency calls “omvänd betalningsskyldighet” (reverse charge). Ask whoever keeps your books how to report it.
I write the ads in English, my native language, and translate them into Swedish with the AI tool Claude. What the ad should say is decided by the search terms and by how your customers put things. The tool supplies the Swedish wording, and Swedish-speaking proofreaders at Copy for Originals go through the text before it is published. Swedish speakers who have read Claude’s translations rate the Swedish as good. The Swedish version of this page was produced the same way, so you can judge the quality yourself.
Yes, as an assistant. AI is good at going through large volumes of search terms and at building tools. The judgment about what to change, and every piece of copy that gets published, goes through me. The principle is that AI suggests and a person approves.
Meetings and calls are in English. Jesse Bastide is American and a native English speaker.
No. Copy for Originals is in Tidaholm and holds in-person meetings in Västra Götaland and in Stockholm, but works remotely with companies all over Sweden. The work inside a Google Ads account is done the same way wherever the company is.
Two questions and a link: What do you spend a month on ads? What is a new customer worth? Then paste the address of the page the ads lead to.
I’ll reply in writing with whether I think I can improve your numbers, and the first thing I’d change. No charge, and you don’t owe me a call.
The form is on copyfororiginals.com. Phone: +46 70 306 64 82. If you’re in Västra Götaland, the first meeting can happen over a coffee. Meetings and calls are in English.
Related: Google Ads in the USA for Swedish companies and English copywriting for Swedish companies selling to the US.
Sources were read on October 13, 2026.