Part of Paid Media Already searching

A Google Ads agency in Ghana running search, shopping, display and video.

Google is the one place a buyer types their need in their own words, before you have spent a cedi. Your ad budget stays in your own account, and nothing is priced before the audit.

Talk to us about Google Ads

When the buyer is already looking and cannot find you

The demand already exists. That is the uncomfortable part of search.

It goes to whoever paid to be there, and every month you spend building authority is a month of it being met by someone else.

What breaks

  • Somebody in your market is typing the thing you offer into a search box right now.

  • They are ready, they are specific, and they will pick from whatever comes back.

  • If your business is not in those results, the sale does not wait for you to earn a ranking.

What this work is part of

Google Ads is one of five services inside Paid Media & Growth Campaigns, the foundation Marketing Parasite runs as a Google Ads agency in Ghana. That foundation exists to produce qualified audiences and measurable demand.

This service covers the platform where the audience arrives having already stated what it wants. The campaigns are offered as part of that programme, and the audit decides whether this platform is where your money should go at all.

Part of Paid Media

Where a Google Ads agency in Ghana puts your ads

One account structure reaches four different kinds of inventory, and no other platform in this programme reaches four.

Four is a number, and numbers are easy to be impressed by. What earns the money is that all four get planned, funded and read as one system. A business running them as four separate efforts pays four times over for a lesson it could have learned once.

  • Search

    Text results against what somebody typed. This is the only inventory in the whole programme where the audience has stated its need in its own words before an ad is shown. Everywhere else you reach people by who they are or what they were already watching.

  • Shopping

    Your products shown with their images and prices, in the results, at the moment somebody is comparing. It is the closest thing to a shelf that search has, and it runs on a product feed that has to be built and kept accurate.

  • Display

    Ads across the sites and apps your buyers read afterwards. This is how you reach the person who looked, thought about it, and left without deciding.

  • Video

    Placements on YouTube, bought and measured inside the same account as everything above, so the video spend is judged against the same number as the search spend rather than reported separately and admired on its own.

What Google Ads looks like in Ghana

Ghana is more online than it is social. DataReportal's *Digital 2026 Ghana* report counts 26.3 million internet users, 74.6% of the population, against 8.59 million social media user identities, 24.4%. Search speaks to the three quarters. Every social platform in this programme is competing for the quarter, which is the single strongest argument for putting the first cedi here rather than into paid social.

Most of the money still changes hands offline. Statista and ecDB put online retail at 0-5% of all Ghanaian retail in 2025, so the click usually ends in a phone call, a WhatsApp message or somebody walking in, not a checkout. An account that only counts online sales will report that Google Ads failed while your phone is ringing. Calls, form submissions and WhatsApp taps are set up as conversions before any money moves.

The ad lands on a phone. StatCounter Global Stats puts Ghana at 66.52% Android and 33.44% iOS in August 2026, and most of that traffic arrives over mobile data rather than fibre. A site that takes eight seconds to open has already spent your money before anybody has read it.

How a Google Ads campaign is built before any money moves

Google Ads management starts with the account, not the ads, and it ends with a report that has to say what failed.

The account, not the ads

Setup where nothing exists, an audit where something does.

The structure the money will travel through

Campaigns and audiences organised so spending can be traced to a result, keyword and placement strategy, and conversion tracking and attribution set up before the first click rather than reconstructed after it.

Only then does the work run

Ad copy, creative, and ongoing optimisation against the number your written scope names.

A written report, every month

Judged against the scope you agreed and the baseline documented at the start, and it says what did not work.

On this platform that last part matters more than most, because every ad platform reports on its own success, and somebody has to be paid to disagree with it.

What you need to have ready before the first click

Five things, and none of them are ours to supply.

Administrative access to the Google Ads account, or no account at all. If a past agency or a relative set one up, we need admin access rather than a password shared over WhatsApp. If none exists, we create one in your name and you hold it from the first day.

A payment method on that account, in the business's name. You pay Google directly. Nothing about the spend passes through us, which is why nothing about it can be marked up.

Somebody who can add a tracking tag to your website. Either an editor login for us, or a developer who will do it. Without the tag there is no conversion data, and without conversion data the account is guessing with your money.

Somewhere built for the thing you are advertising. Not the homepage. If it does not exist yet it is a build, and the web design work comes before the first click, not after it.

A phone and a WhatsApp line somebody actually answers. Search delivers people who are ready now. An enquiry paid for on Monday and answered on Thursday was bought and then thrown away.

Who Google Ads is for, and who should spend the money elsewhere

This is for a business offering something people already have a name for. Flights, generators, visas, roofing, a clinic, a course, a part somebody needs today. If a buyer can type it, search can find them, and that is the whole basis of the platform.

It is also for a business that can answer. Paid search produces enquiries at the hour they are made, and an account pointed at a phone nobody picks up is a machine for converting money into missed calls.

It is not for a business with nothing to send the click to. If there is nowhere to land, the build comes first and we will say so rather than take the retainer. It is not for something nobody searches for yet, either. A new category, a new idea, a product that has to be explained before it can be wanted. That demand has to be created rather than caught, and paid social is where that is done. And if the budget is small enough that the account would never gather enough data to learn from, we will tell you, because spending it slowly is the same as spending it twice.

Ready to find out whether Google Ads can pay for itself here?

Bring what a customer is worth to you and what you can spend a month. The call says whether those two numbers can meet.

Talk to us about Google Ads

Reply within one working day, every enquiry, or WhatsApp us.

How you will know the Google Ads spend is working

Three numbers, and they do not move at the same time.

Impressions and clicks move within days. They are the cheapest numbers in the account and the least meaningful, because a click is a cost, not a result. Anyone can make them rise by bidding higher, which is why no report here leads with them.

Cost per enquiry moves over weeks, as the search terms that waste money are switched off and the ones that convert are given more room. This is the number the monthly report leads with, and it is the one the fee is answerable to.

Cost per sale moves last, and it is only partly ours. It depends on how fast you reply, what you quote and whether you follow up. Where the trail breaks, and in Ghana it often does, the report says the attribution is uncertain and says why rather than claiming the credit.

A bad month reads like this. Enquiries flat, cost per enquiry rising, and a paragraph naming which campaigns were cut and what was tried instead. You get that month in writing too.

What is in scope

The foundation's scope, in its own words.

In scope

  • Account setup or audit
  • Campaign and audience structure
  • Keyword and negative keyword strategy
  • Conversion tracking and attribution setup
  • Ad copywriting
  • Basic static creative
  • Ongoing optimisation
  • The reporting standard

What is out of scope

The first line below is a refusal rather than a boundary, and it is the loudest one this business makes.

The advertising spend itself

You pay the platform directly, from your own account.

A refusal, not a boundary Your advertising budget is yours. It sits in your own account, you pay the platform directly from it, and we never buy it on your behalf and never mark it up. Paid media is the one service where the money passing through dwarfs the fee, which makes it the easiest place in this industry to hide a margin. That is exactly why the refusal is written here where you can hold us to it.

Video production and premium creative

An Accelerator or a fixed-scope project, bought on its own rather than folded in here.

Where an ad lands

Whatever an ad points at is a build, and builds are the first foundation's work.

Influencer fees and third-party tool licences

Paid by you, in your own accounts, and never marked up on the way through.

What stays in your own account

The rule underneath the spend covers everything paid to a third party. The advertising spend, the Google Ads account itself, domains, hosting, tool subscriptions, licences. Ours is the strategy, the execution and the accountability. We configure and manage what you own.

  • Your advertising spend
  • Your Google Ads account
  • Your domains and hosting
  • Your tool subscriptions
  • Your licences
Held to these

What we put in writing

We are new, and there are no logos here, no screenshots of accounts and no numbers from past work, because no engagement has been documented with consent yet.

A printed report on a desk, a pen resting across a page of figures.

Who does the work

Two parties do this work, and the line between them is published here rather than discovered in a handover.

Founder

Kwasi Wiafe Kwapong

He builds the account structure, chooses the keywords and the negative keywords, decides what counts as a conversion, and decides each month what gets cut.

Delivery network

Under his control

A vetted bench handles the build, the creative production, and the routine bid and placement work. It executes. It never decides where your budget goes.

Diagnosis, strategy and the final quality pass stay with him.

The proof behind all of it is founder proof, not an agency case list — three years of search practice, which is the same intent research a Google Ads account is built on, a Google Analytics certification through Google Skillshop for the measurement side, and sector experience across airport concierge, immigration services, vehicle licensing, e-commerce retail and food distribution, stated by sector and never by name.

Questions we get asked about Google Ads

The ones owners ask before any money goes into an account.

Do I pay Google, or do I pay you?

Both, and separately. You pay Google directly from your own account, at Google's price. You pay us a fee for the strategy, the execution and the accountability. The advertising money never passes through us, so there is nothing to mark up.

How much do I need to spend on ads for this to be worth it?

There is no fixed floor, and any figure quoted before the audit would be invented. What decides it is how many searches exist for what you offer, what a click costs in that auction, and how many enquiries you need before the numbers mean anything. The audit answers it for your business, and sometimes the answer is that the money should go elsewhere first.

Can you guarantee I will be first on Google?

No, and nobody honest can. Paid placement is an auction that runs afresh for every search, decided by your bid, the relevance of your ad and the quality of what it points at. We can improve all three. We cannot promise a position, and we will not.

Is this the same as SEO?

No. Google Ads buys placement now and stops the day you stop paying. Search engine optimisation earns placement slowly and keeps it. Businesses that can afford both usually run ads while the earned position is still being built.

Do I need a website before I run Google Ads?

You need somewhere built for the thing you are advertising, and the homepage is rarely it. If it does not exist, building it comes first, because paying for clicks that land nowhere is the fastest way to lose money on this platform.

Will my ads only show in Ghana?

You choose. Most accounts here target Ghana, and some deliberately add the diaspora because the person paying lives abroad and the service is delivered at home. That decision is made in the audit and written into the scope.

What happens to the account if we stop working together?

You keep it, with its history, its conversion data and its billing intact, because it was in your name from the first day. We remove our access and hand over. Nothing is held hostage.

What Google Ads management costs in Ghana

Nothing is priced before the audit.

What moves the fee on this service is the shape of the account rather than a rate card. How many things you offer and whether each needs its own campaign, whether search alone is enough or shopping, display and video are in play, whether a product feed has to be built and kept accurate, whether conversion tracking exists or has to be created from nothing, and how contested the auction is for the words your buyers actually type.

Two accounts spending the same amount can take very different amounts of work, which is why a number named before that examination is a guess, and you are the one who pays when a guess turns out wrong. If the work cannot justify the fee, we say so and decline. Our pricing explains what drives cost; it quotes nothing, on purpose.

How pricing works, in full

Start with a call

Tell us what you offer and what somebody would type into Google to find it. You will hear whether search is even the right place to spend, where we would start, and what we would measure. Nothing is priced or signed on the call.

Every enquiry gets a reply within one working day.

Talk to us about Google Ads

We attach. You grow.

Talk to us about Google Ads
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