We turn ad spend into growth.
Hektera is a Türkiye-based performance marketing agency. We plan, build, and optimize Google Ads — alongside Meta, AppLovin, and Unity — for our clients. We've managed over $1.5M in ad spend for game studios, publishers, and growing brands.
We manage campaigns on behalf of our clients, under their authorization — across multiple accounts and channels.
Channels we manage
Google Ads
CoreSearch, Performance Max, and Shopping — our primary discipline.
Meta Ads
Facebook and Instagram for demand generation and retargeting.
AppLovin
App-install and in-app campaigns for mobile growth.
Unity Ads
In-game and rewarded inventory for app and game installs.
Trusted with real growth budgets
We manage user-acquisition and performance campaigns for game studios, publishers, and growing brands — and we're accountable for every dollar of it.
$1.5M+
in ad spend managed for our clients
4
ad platforms managed under one roof
Game studios
& publishers among our clients
Studios & publishers we work with
A real account — including the parts we won’t dress up
Google’s automation optimizes for how much you spend. We optimize for how little it costs to win a real patient — and we show you every move. Here are 14 days inside one Türkiye-based psychiatry account: what we found, what we fixed, and everything we’re deliberately not claiming.
~910₺
two searches · one inquiry between them
Two searches drew about ~910₺ of real spend over the period and produced a single inquiry between them — roughly two full days of this account’s ad budget. These are exact figures from the account’s own spend data, no estimates. Here’s the breakdown — and what we did about each.
What we found and fixed
One keyword. ~647₺. A single inquiry.
The biggest leak was a general, phrase-match keyword that spent ~647₺ over the period and produced just one inquiry. We narrowed it to an exact match — surgically, not paused — so a real patient can still find the ad while the waste stops from here on.
~265₺ on searches that never convert.
Competitor names and off-target queries drew ~265₺ across the period — every one of them zero inquiries. We blocked them with negative keywords.
An opportunity, not just leaks.
Two adult-ADHD searches were already converting at roughly ~20₺ per inquiry — a fraction of the account average. We added them as keywords.
14 changes — every one logged, reversible, approved first.
Nothing reached the live account without a human signing off, and every change can be rolled back (the one match-type narrow only partially — its settings revert, but past stats reset). When our system recommended pausing that expensive keyword, our specialist chose the more cautious narrow instead — to avoid losing a real patient. You approve; Google’s black box doesn’t ask.
Separately, cost per inquiry is running roughly ~3× lower in the rebuilt campaign (~390–555₺ → ~120–140₺) than in the old, now-paused structure. We read that as a direction, not a destination: it’s a small sample, lifted by a strong launch day, and the most recent days run higher and noisier. We won’t call it more than an early signal — here’s exactly why.
The fine print most agencies bury — here it is, up front
We’d rather show you an honest early signal with its limits in plain sight than a dressed-up number. So here’s everything we’re not claiming:
- This is not a controlled A/B test — the “before” and “after” are different campaigns over different time windows.
- Small sample — about a dozen inquiries on each side, across a 14-day window.
- The cost-per-inquiry drop began after we rebuilt the account on 23 June; we haven’t measured the effect of the 14 fixes above, so we don’t credit them for it.
- Inquiry counts come from the account’s own site measurement, which isn’t fully set up yet — we treat them as directional only. The spend figures are real money and exact.
- We don’t measure revenue per patient, so we make no ROAS, revenue-multiplier, or money-back claim.
- The waste we caught was already spent when we caught it — those savings show up next period, not this one.
- A past improvement is not a guarantee of future results; outcomes move with competition and season.
Want to see your account’s most expensive wasted keyword?
We’ll audit your Google Ads for free and show you your single biggest leak — like the 647₺ one above. No obligation, and we reply within 3 business days.
Source: Google Ads data from the account (pulled via the Google Ads API), 14-day window (June 2026). Spend figures are real money and exact; inquiry counts come from the account’s own unverified site measurement and are directional. Account anonymized for privacy — available as a named case study only with the client’s consent.
What we do for our clients
Full-service paid media, with Google Ads at the core — focused on account structure, tracking accuracy, and disciplined spend.
Google Ads Management
End-to-end management of Search, Performance Max, and Shopping — from launch to ongoing optimization, run by our team on behalf of each client.
Multi-Channel User Acquisition
Paid social and in-app growth across Meta, AppLovin, and Unity — installs, ROAS, and scale for apps and games.
Account Build & Restructuring
New account builds and clean restructures into single-intent ad groups with the right campaign architecture.
Keyword & Negative-Keyword Strategy
Phrase and exact match strategy with tight, continuously maintained negative lists to stop budget reaching irrelevant searches.
Conversion Tracking Setup
Accurate tracking with Google Analytics 4 and Google Tag Manager, so reported results reflect real business outcomes.
Reporting & Bid/Budget Management
Hands-on bid and budget management aligned to each client’s goals, with clear, regular reporting on performance and spend.
How we manage accounts
A disciplined, repeatable approach we apply to every client account.
Audit
We review the account end to end — structure, keywords, search terms, tracking, and spend — to find what’s wasting budget and holding back performance.
Restructure
We rebuild campaigns around clear intent: the right match types, tight negative lists, and conversion tracking set up correctly with GA4 and Tag Manager.
Optimize
We manage bids and budgets, prune wasteful search terms, and continuously test — shifting spend toward what converts.
Report
We report transparently on performance, spend, and the changes we’ve made, so clients always understand the results and the reasoning behind them.
Data-driven, structured, accountable
We focus on the fundamentals that compound: clean structure, accurate tracking, and disciplined spend.
Less wasted spend
Tight negative-keyword lists and disciplined search-term management keep budget on relevant, intent-driven traffic.
Better account structure
Single-intent ad groups and the right match types support stronger relevance and Quality Score over time.
Trustworthy conversion data
Correct GA4 and Tag Manager setup means the numbers we optimize toward reflect real business outcomes.
Clear reporting
Transparent, regular reporting on performance and spend — no jargon, no black boxes.
How we use the Google Ads API
To manage our clients' accounts at scale, we use the Google Ads API internally — to build campaigns, apply shared negative-keyword lists across accounts, and pull performance and search-term reports. This is our own operational tooling, used by our team under each client's authorization. It is not a product or platform that third parties sign up for or access.
Experience across industries
Mobile games and apps are our specialty — and we run accounts across a range of other sectors, each with its own goals and economics.
Mobile Apps & Games
User acquisition and ROAS for studios and publishers across Google, Meta, AppLovin, and Unity.
E-commerce
Shopping and Performance Max campaigns built around product feeds and return on ad spend.
Healthcare & Psychology
Considered, compliant lead generation for clinics and practitioners.
Beauty & Hair Salons
Local, appointment-focused campaigns that fill the calendar.
Scuba Diving & Travel
Experience and booking-driven campaigns for dive centers and travel operators.
And More
We manage diverse client accounts across sectors under a single manager account.
Part of Hektera
Hektera is a Türkiye-based digital marketing & growth agency. Hektera Ads is our paid-media arm — the team and tooling we use to build, manage, and optimize Google Ads and multi-channel campaigns for our clients, from game studios and publishers to growing brands.
We work hands-on with each account, under the client's authorization, and hold ourselves to clear reporting and disciplined spend.
Founder
Artun Kağan
Based in
Türkiye
Part of
Hektera
Focus
Paid media & UA
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