How AdBrains Achieves 35% Better Results Than Other Agencies on Average

When advertisers ask us why AdBrains achieves an average of 35% better results than other Google Ads agencies, the answer is never a single secret ingredient. It is a combination of advanced technology, deep data analysis, continuous optimisation and a methodology that consistently goes further than the standard. In this article, we explain step by step how our approach works, what sets us apart from traditional agencies and why our clients keep growing year after year.

The core of the difference: data intelligence over gut feeling

AdBrains vs. traditional Google Ads agencies

Where the difference is made in approach and technology

Traditional agency

• Manual bid adjustments
• Monthly reporting
• Limited conversion tracking
• Standard RSA structure
• No server-side tracking
• Broadly distributed budgets without focus

AdBrains35% better on average

• AI-driven Smart Bidding + control
• Real-time campaign monitoring
• Enhanced Conversions + server-side tracking
• Data-driven RSA optimisation
• Full server-side tracking implementation
• Search term mining for maximum ROI

Most Google Ads agencies work on the basis of experience, templates and periodic manual adjustments. That is understandable, but it is also the reason why so many campaigns structurally underperform. At AdBrains, data is the driving force behind every decision. We do not build campaigns based on what has worked for similar clients in the past; we build them based on what the data from your specific account, audience and market tells us.

This starts at the intake phase. Where many agencies perform a standard audit and then go live quickly, we take the time to map the full funnel. From the first search behaviour of a potential customer to the final conversion, and everything in between. Only when we understand what the customer journey looks like do we begin building or restructuring campaigns.

A concrete example: for ToetsJeKennis.nl, a platform for online knowledge and skills assessments, we discovered during intake that a significant portion of the budget was being spent on keywords that generated many impressions but barely produced conversions. Through extensive search term mining and the systematic addition of negative keywords, we succeeded in deploying the budget much more precisely. The result was a significant increase in ROAS within the first three months.

Pillar 1: Advanced conversion tracking and server-side tracking

One of the biggest problems in the Google Ads industry is poor conversion tracking. When Google does not know exactly which clicks lead to valuable actions, its algorithm cannot steer optimally either. This is precisely where many agencies fall short: they accept the standard Google tag and leave it at that.

At AdBrains, server-side tracking is not an optional extra. It is a standard part of our approach. Advertisers who have correctly implemented server-side tracking see an average of 23% more conversions tracked compared to traditional client-side methods. This means the Smart Bidding algorithm receives more and better data, allowing it to calibrate its bidding strategy more precisely.

On top of server-side tracking, we also implement Enhanced Conversions. This ensures that conversions occurring after cookies are cleared, or from users who block ads, are still correctly attributed. The result is a more complete dataset, better algorithm steering and ultimately a higher ROAS and lower CPA.

• Server-side tracking: Conversion signals are sent via the server rather than the browser, resulting in less data loss from ad blockers and cookie restrictions.
• Enhanced Conversions: Hashed customer data is used to attribute conversions more accurately, even after cookies expire.
• Offline conversion imports: When the sales process is partly offline (for example via phone or email), we import these conversions back into Google Ads for a complete picture.
• Micro-conversions: We measure not only the end goals but also intermediate steps such as form starts, video views and scroll depth, so Smart Bidding receives more learning signals.

Pillar 2: Smart Bidding at the right moment with the right context

Average performance improvements per optimisation pillar

Percentage improvement vs. intake situation (AdBrains clients, 2026)

Conversion volume

38%

ROAS improvement

42%

CPA reduction

31%

CTR increase

27%

Quality Score growth

24%

Smart Bidding is a powerful instrument, but it is absolutely not a set-it-and-forget-it solution. The effectiveness of Target CPA, Target ROAS and other Smart Bidding strategies depends entirely on the quality of the conversion data the algorithm receives. A campaign with poor or incomplete conversion tracking that switches to Smart Bidding will perform worse than a campaign with manual bidding and good data.

Our approach means we first establish the data foundations, and only then activate Smart Bidding. We use a structured phasing: we start by collecting sufficient conversion data (at least 30 to 50 conversions per campaign per month), then we activate Smart Bidding with conservative targets, and then we iteratively optimise the Target CPA or Target ROAS based on actual performance.

This is a fundamentally different approach from agencies that default to automated bidding strategies immediately at the start, without verifying whether the data foundations are ready. The result of our approach is an average ROAS improvement of 42% compared to the intake situation.

Pillar 3: Performance Max with human supervision

Performance Max (PMax) campaigns are, in 2026, an indispensable part of a well-structured Google Ads account. Google is pushing advertisers increasingly towards PMax, and rightly so: when correctly set up, PMax campaigns can perform excellently across multiple channels simultaneously (Search, Display, YouTube, Gmail and Discover).

But there is also a pitfall here. Many agencies activate PMax, upload a batch of assets and then let the campaign run on its own. The PMax algorithm, however, requires explicit guidance in the form of well-defined audience signals, clear asset groups and careful exclusion of irrelevant search terms.

At AdBrains, we approach PMax as a collaboration between humans and machines. We give the algorithm the best possible input through high-quality assets, sharp audience signals based on first-party data, and we monitor the search terms coming through PMax to eliminate unwanted impressions. For ToetsJeKennis.nl, we implemented specific audience signals based on visitors to specific category pages, combined with lookalike audiences. This resulted in a significantly higher Ad Strength score and a CTR increase of more than 25%.

Pillar 4: Search term mining and negative keywords as a continuous process

One of the most underrated optimisation techniques in Google Ads is systematically reviewing the search terms report and actively adding negative keywords. Yet many agencies treat this as a one-time action at the start of a campaign. At AdBrains, search term mining is an ongoing, weekly process.

Broad match keywords are being deployed with increasing power in 2026, but they also require intensive management. Without regular review of the search terms that broad match keywords trigger, a significant amount of budget flows to irrelevant queries. Our specialists screen the search term reports of all client accounts every week and proactively add negative keywords at the campaign and account level.

We also analyse performance data per search term to determine which terms are most profitable. Based on this, we adjust the match types: terms that consistently convert well are promoted to phrase match or exact match, so budget is deployed more efficiently on the most valuable queries.

Our approach versus the standard: a direct overview

Transparency and reporting: always insight into your investment

AdBrains by the numbers (2026)

Key figures that underpin our approach

35%

Average better results vs. other agencies

23%

More conversions tracked via server-side tracking

42%

Higher ROAS after full Smart Bidding optimisation

98%

Client retention after the first year

Better performance only has real value when you also know exactly what is happening behind the scenes. Many advertisers are accustomed to agencies that send a report once a month, filled with impressions and clicks, but without concrete insights about what can be improved and why certain decisions were made.

At AdBrains, we work with a real-time dashboard that gives clients 24/7 access to the performance of their campaigns. But more than that: our account managers are proactive. If we see an opportunity to improve ROAS or reduce CPA, we reach out before the client notices it themselves. Our clients experience this not as an agency-client relationship, but as an extension of their own marketing team.

This transparent model is also why our client retention after the first year stands at 98%. Advertisers who have once experienced what it feels like to have real insight into their Google Ads investment do not want to return to the way traditional agencies work.

Our pricing and investment levels are transparent and scalable, with no hidden costs and clear agreements about what we deliver. Our rates are tailored to the size and complexity of your account, so you always pay for what you genuinely need.

Why AI-driven work makes the difference in 2026

In 2026, the Google Ads landscape is more complex than ever. The algorithm changes continuously, privacy legislation restricts traditional tracking methods and competition for attention in search results grows increasingly intense. In this environment, an agency working purely on experience and manual optimisation is simply no longer able to consistently deliver top results.

AdBrains is built as an AI-driven agency to excel in precisely this environment. We combine the power of machine learning and Google's own AI algorithms with the human intelligence and market knowledge of our specialists. The result is an approach that reacts faster to changes, optimises more precisely and consistently delivers better results than agencies that do not master this combination.

• Automated performance alerts: Our system detects deviations in campaign performance immediately and triggers a manual review by a specialist.
• Predictive budgeting: Based on historical data and seasonal patterns, we predict when additional budget will deliver the highest return.
• Dynamic target adjustments: Target CPA and Target ROAS are iteratively adjusted based on real-time performance data, without disrupting the algorithm's learning phase.
• AI-supported search term analysis: We use AI tools to analyse and cluster large volumes of search term data, so we identify the most valuable opportunities faster.
• Automatic asset quality control: RSA headlines, descriptions and PMax assets are automatically checked for Ad Strength and relevance before going live.

Frequently asked questions

How does AdBrains calculate the 35% better results?

The 35% is an average improvement measured by comparing the performance of new clients at intake with their performance after full implementation of our methodology, typically after three to six months. We measure primary KPIs such as ROAS, CPA, conversion volume and CTR. We also compare with industry benchmarks from Google and independent market research, where our clients consistently score above average. The exact improvement varies per client and sector, but 35% is the average across all client accounts in 2026.

Why is server-side tracking so important for better campaign results?

Server-side tracking ensures that conversion signals are sent via AdBrains' or the client's server to Google, rather than via the user's browser. This is crucial because ad blockers, iOS privacy settings and cookie restrictions increasingly block client-side data. When Google's algorithm receives less conversion data, it cannot effectively calibrate its Smart Bidding strategy. Advertisers who have correctly implemented server-side tracking see an average of 23% more conversions tracked. More data means better-informed algorithms, and better-informed algorithms mean higher ROAS and lower CPA.

Does the AdBrains approach also work for smaller budgets?

Yes. Our methodology is scalable and works for accounts with a wide range of budgets. For smaller budgets, we adapt the approach: we focus on exact match and phrase match keywords with proven conversion value, carefully build the data foundations before activating Smart Bidding, and use PMax in a targeted rather than broad manner. The absolute performance improvements may be more modest in absolute terms with smaller budgets, but the percentage improvements are comparable to those at larger accounts.

How long does it take before I see results?

The first measurable improvements are typically visible within four to six weeks of starting our collaboration. These are often initial gains in terms of unnecessary costs (through better negative keywords and search term mining) and improvements in Ad Strength. The full impact of our approach, including the optimal functioning of Smart Bidding and server-side tracking, is typically fully visible after three to six months. For ToetsJeKennis.nl, we saw the first significant ROAS improvement within eight weeks of implementing our full tracking solution.