In the ever-changing digital world, every click is a gateway to new opportunities for your business in Switzerland. Let this article be your guide to the vast world of Google Ads in 2025, where innovation, performance, and strategy merge to sculpt exceptional advertising campaigns.
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Formerly known as Google AdWords, Google Ads is an online advertising lever created by Google. It paves the way for businesses of all sizes to showcase their ads on the Google search network and beyond. With Google Ads, precisely target your future customers, exactly when they are looking for products or services similar to yours.
The core of Google Ads is based on an auction system where:
Example: Let’s say a Swiss hiking shoe store uses Google Ads to target the term “hiking shoes.” If you bid CHF 2 per click, beating a competitor’s bid of CHF 1.50, your ad could well end up at the top of the results, provided its quality is up to par.
With Google's auction system, you pay only a little more than your competitor, optimizing your expenses while maximizing your visibility. For this auction, you will pay exactly 1.51 CHF.
Regardless of size or sector, Google Ads is an essential platform for achieving your visibility and growth objectives on the web. Here's why :
Digital marketing is currently undergoing a revolution, driven by the rapid advancement of artificial intelligence (AI). In this context, Google, always at the forefront of innovation, is redefining the approach to online advertising campaigns. The goal? To offer companies advertising solutions that are both simplified and effective.
Google AI opens up new avenues for advertisers, transforming the way campaigns are created, managed, and optimized. These technological advances enable businesses of all sizes to maximize their visibility, reach their target audiences with surgical precision, and optimize their ROI like never before.
Among this range of innovations, one type of campaign has stood out since its launch and will continue its influence in 2025: Max Performance.
However, the campaigns Google Search, or more precisely in 2025 AI-powered Search Network campaigns, continue to offer an invaluable opportunity to capture consumers' attention at the precise moment of their research.
In addition, the campaigns Shopping transform purchase intention into concrete actions, by putting products directly in front of the eyes of consumers ready to buy.
Functioning : Performance Max campaigns use advanced artificial intelligence to deliver your ads across all Google channels (Search, YouTube, Display, Gmail, and Discover), optimizing your budget to achieve specified goals, such as conversions or lead generation. This automation allows Google to test different combinations of ads and placements to identify the best performing ones.
Why Performance Max will be essential in 2025? In a world where advertising effectiveness and budget optimization are crucial, Performance Max presents itself as the ultimate solution. It allows companies, regardless of their size, to maximize their visibility and results without requiring complex manual management of multiple campaigns.
Functioning : Google Search campaigns allow your ads to appear at the top or bottom of Google search results, targeting specific users based on the keywords they search for. This method ensures that your ads reach prospects when their purchase intent is highest.
Why is Google Search still trending? The high purchase intent of users actively searching for products or services makes it an unmatched channel for direct conversion.
In 2025, with Google Search you can benefit from improved precision on keyword targeting. In addition, you will have the ability to adjust bids in real time thanks to Google's smart bidding strategies. This is also why Google is starting to use the name: I-powered search network campaigns. .
Functioning : Shopping campaigns promote your products directly in Google search results and on the Shopping tab, with rich ads that include image, price, and product description. They are based on your product feed and use both keyword targeting and product attributes to place your ads in front of the right users.Why Shopping Campaigns Will Still Be Here in 2025? With the continued rise of e-commerce, Shopping campaigns provide direct visibility of your products where consumers are most likely to shop. In 2025, their ability to simplify the shopping journey and boost conversions by precisely matching supply and demand makes them a must-have for any e-retailer looking to grow their online sales.
This table provides an estimate of the key performance indicators (KPIs) for Google Ads campaigns in Switzerland, broken down by industry. The data presented comes from our internal analyses collected over the last 5 years, thus providing a concrete and representative overview.
Important : These numbers should be considered as initial benchmarks. While they reflect trends observed across various industries, each business is unique, and tailored planning based on specific data remains essential for optimal results.
| Sector | Forecast CPC – CHF | Forecast CTR – % | Conversion Rate – % | CPA Forecast – CHF | ||||
| Search | P. Max | Search | P. Max | Search | P. Max | Search | P. Max | |
| Auto | 0.20 – 0.45 | 0.15 – 0.35 | 4% – 7% | 5% – 8% | 3% – 6% | 4% – 7% | 50 – 110 | 40 – 90 |
| Health and Medical | 1.00 – 1.80 | 0.90 – 1.50 | 8% – 12% | 10% – 14% | 6% – 14% | 8% – 15% | 60 – 170 | 50 – 150 |
| Consumer Services | 0.15 – 0.30 | 0.10 – 0.25 | 3% – 5% | 4% – 6% | 2% – 4% | 3% – 5% | 15 – 60 | 10 – 50 |
| Beauty and Well-being | 0.30 – 0.50 | 0.25 – 0.40 | 4% – 8% | 5% – 9% | 4% – 8% | 5% – 10% | 25 – 90 | 20 – 80 |
| Energy | 0.60 – 1.20 | 0.50 – 1.00 | 6% – 8% | 7% – 10% | 3% – 5% | 4% – 6% | 55 – 130 | 50 – 120 |
| Hospitality and Catering | 0.35 – 0.60 | 0.30 – 0.50 | 5% – 7% | 6% – 8% | 3% – 6% | 4% – 8% | 35 – 95 | 30 – 80 |
| B2B | 0.25 – 0.50 | 0.20 – 0.45 | 4% – 6% | 5% – 7% | 4% – 12% | 6% – 14% | 35 – 110 | 30 – 100 |
| Technology | 0.50 – 0.90 | 0.40 – 0.70 | 3% – 5% | 4% – 6% | 4% – 10% | 5% – 12% | 60 – 180 | 50 – 150 |
CPA : Optimized P. Max strategies (target ROAS or conversion maximization) typically offer competitive costs per action.
Starting with clear, measurable goals is critical to the success of your Google Ads campaign. These goals will guide every decision, from keyword selection to budget allocation. Your goals might include increasing brand awareness, generating leads, or improving online sales.
Each objective requires a tailor-made strategy. How to do ?
Understanding your audience is crucial. This means knowing the demographics, online behaviors, and preferences of your potential customers. Using geographic and language targeting can be particularly useful in Switzerland, allowing you to tailor your messages to different communities.
Judicious selection of keywords is essential to attract your target audience.
Here is an official documentation from Google on the Essential Tips for Creating a Keyword List.
The rule is simple: choose the campaign type or types that suit your specific objectives.
Below, a detailed table presents the four most used campaign types in 2025, highlighting their main objectives, benefits, typical use cases, complexity of implementation, and the sectors for which they are ideally suited:
| Campaign type | Primary objective | Strong points | Use cases | Complexity of implementation |
| Max Performance | Lead Generation and Remarketing | – AI optimization across all Google channels– Effective for new and existing accounts | – Businesses looking to automate and optimize reach– Targeted remarketing campaigns– Ideal for niche markets | Medium-High |
| Google Search | Precise targeting based on purchase intent | – Placement at the top of search results– Precise targeting by keywords | – Businesses targeting direct conversions from specific searches | Low to Medium |
| Google Shopping | Direct product promotion and increased sales | – Visual presentation of products in search results– Targeting by product and category | – E-retailers wishing to boost online sales– Companies with a product catalog to promote directly | Average |
| Video (YouTube) | – Awareness- Brand consideration- Call to action | – Coverage and relevance – Impact on purchasing behaviors | – Ideal for reaching a wide range of potential customers via YouTube- YouTube is a powerful platform for achieving a variety of advertising goals | Medium-High |
In this section, we cover the crucial aspect of any Google Ads campaign: bidding strategies. Understanding and choosing the right bidding strategy is important to maximize the effectiveness of your online advertising campaigns.
Here's a step-by-step tip if you want to align your bidding strategies with your goal:
Before diving into bidding strategies, it’s important to be clear about what actions you consider conversions on your website or landing page. These actions can range from purchasing a product to signing up for a newsletter to requesting a quote, etc.
Use Google Analytics 4 (GA4) and or Google Tag Manager to mark and track these conversion actions. These tools will allow you to collect valuable data on user behaviors and the effectiveness of your pages in terms of conversion.
How to create a conversion action in Google Ads without using GA4?
Once you’ve set up and started collecting data on your conversion actions in GA4, the next step is to import those actions into your Google Ads account. This helps Google Ads understand which actions are most valuable to your business and optimize your bids accordingly.
With your conversion actions clearly defined and imported into Google Ads, you're now ready to choose a bidding strategy that maximizes those conversions.
Google Ads offers several bidding strategies, but focusing on conversions, the following two are particularly recommended if you are new to creating your account:
Choosing the right bidding strategy will ultimately depend on the specific goal of each campaign. However, by focusing on conversions and using the right tools and strategies, you can significantly improve the effectiveness of your Google Ads campaigns.
For more details on bidding strategies, we recommend visiting the Google Ads help page on how to adopt a bidding strategy based on your objectives.For an in-depth analysis of these strategies and advice on how to choose the best one for your needs in 2025, check out our in-depth article: Which bidding strategy should you choose on Google Ads in 2025? This guide will also provide you with the information you need to make an informed decision and increase the performance of your campaign.
The Swiss market, with its cultural and linguistic nuances, requires a tailored advertising strategy to maximize the effectiveness of your Google Ads campaigns. As a partner of choice for SMEs in Switzerland, we share with you key tips to excel in this unique landscape:
The learning phase is a key stage where Google Ads collects and analyzes data from your campaign performance to automatically adjust bids and optimize results. During this time, the algorithm refines its understanding of your audience and goals.
Be patient: the information collected during this phase is valuable for refining your campaigns, maximizing their effectiveness and achieving optimal long-term return on investment.
Conversion tracking is important to accurately measure the performance of your Google Ads campaigns. By 2025, the joint use of GA4 (Google Analytics 4) and Google Tag Manager (GTM) allows for more accurate and personalized data collection.
Here's how to take advantage of these tools:
Good tracking ensures that your decisions are based on reliable and accurate data, thereby improving your return on investment (ROI).
Practical Guide | Tracking e-commerce events with Google Tag Manager and GTM4WP
THE advanced conversion tracking is a feature that improves the accuracy of conversion tracking by sending additional data to Google Ads. When a user takes an action on your site, such as filling out a form or making a purchase, information such as email address or phone number (encrypted and anonymized) is associated with your conversion. This data allows Google Ads to better connect conversions to ad clicks, even with cookie restrictions, providing a more accurate view of your performance and helping to optimize your campaigns.
It’s important to note that the enhanced metrics in Google Ads and those available in GA4 are slightly different. Google Ads focuses primarily on data related to ad campaign performance, such as clicks, conversions, and return on ad spend (ROAS). In contrast, GA4 provides a more holistic and comprehensive view of user engagement on your website, taking into account their behavior, journeys, and interactions.
These differences involve:
These differences should be taken into account when analyzing KPIs to avoid confusion or misinterpretation.
A/B testing is an invaluable method in marketing. Run tests to experiment with different elements of your ads, such as headlines, images, or calls to action. By refining these elements, you’ll discover the combination that resonates most with your target audience.
In 2025, the Consent Mode V2 has become essential to reconcile respect for user privacy and advertising optimization. Here's why and how to integrate it into your strategy:
A consultation with a Google expert can provide valuable insights for your advertising strategy. At Geekworkers, we value these professional exchanges that allow you to stay informed of the latest innovations and adjust your strategies for maximum impact.
Adopting a thoughtful and strategic approach is essential to the success of your Google Ads campaigns in Switzerland. By following the advice in this article and collaborating with Agencies Google Partner like Geekworkers, you can not only successfully navigate the Swiss market but also get the most out of your online advertising initiatives.Contact us today to create the effective campaign for your business!
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