More clicks for less money, and honest about what is still to do
Tryve advertises monday.com services in Dutch, French and German. We rebuilt the campaigns per language and per service, removed the searches that never delivered anything and sent the budget to the moments when buyers search.
- Client
- Tryve
- Sector
- B2B work management
- Role
- Google Ads in three languages
- Period
- June to October 2026
Clicks were expensive and part of the budget went to people looking for the software itself, not a partner. Weekends and regions without coverage did not help.
A new structure per language (brand, generic, solutions), product seekers excluded, ads on weekdays only, Wallonia and Brussels added and conversion tracking rebuilt.
The cost per click fell from €5.69 in May to €3.41 in September. In August Tryve bought the most clicks of the year: 431.
People who search "monday" are usually not looking for a partner
At the start Tryve paid an average of €6.84 per click (January to May). Part of those clicks came from the broad keyword "monday": people who wanted to find the software itself, log in or try it for free. That keyword alone produced 137 clicks and not a single conversion.
The ads also ran at weekends, while weekend clicks had not produced a single enquiry since April. French-speaking Belgians did not see Tryve in Google, because the French campaigns only targeted France and Luxembourg. And the ad group for the Scan had zero clicks, because nobody typed the chosen keywords.
The approach, step by step
A structure per language
In June we set up three kinds of campaigns per language: brand (people searching for "Tryve"), generic (monday.com implementation, training, consultancy) and solutions. Each ad group is one service, so you see what a click costs per service.
Product seekers out
We excluded the broad keyword "monday" and searches from people looking for the software itself with negative keywords. That way the budget goes to people looking for a partner. More in our article on negative keywords.
Protecting the brand name
Small brand campaigns make sure Tryve is at the top when someone searches for the name. In the Netherlands and France, Tryve appears for 87 to 92% of those searches, at a low price per click.
Weekdays only
Weekend clicks had produced no enquiries since April. So the ads now run Monday to Friday, between 8 am and 8 pm, when B2B buyers are at work.
Coverage where it was missing
Wallonia and Brussels were added to the French-language campaigns. For the Scan we chose keywords people actually use, such as an audit of their monday.com account, instead of the product name nobody types.
Measurement put right
Since June the contact form no longer counted as a conversion, so Google was steering on the wrong signal. In October we rebuilt the measurement from GA4 to Google Ads. How we did it is in our case on Tryve's conversion tracking.
Why we made these choices
Why we pruned first instead of asking for more budget. Google describes negative keywords as a way to focus on only the keywords that matter to your customers. Every euro that goes to a product seeker cannot go to a buyer. Pruning is the cheapest growth there is.
Why per language and per service. A French-speaking buyer in Brussels and a German buyer in Munich search with different words and pay a different price per click. By setting up every language and every service separately, you see where the money goes and can adjust without touching the rest.
Why we dropped weekends. With ad scheduling you decide on which days and hours your ads appear. The data was clear: not a single enquiry at weekends since April. That budget works better on a Tuesday morning.
Why we are honest about the leads. More and cheaper clicks did not yet produce more enquiries than in early 2026: two to three conversions a month from Google Ads. There were two reasons. The broad keyword attracted the wrong people until we excluded it, and Google did not steer on the contact form because it did not count as a conversion. Cheaper clicks are the foundation. The next step is steering on leads and opportunities, with the CRM data included.
Before and after, in numbers
What it delivered
average cost per click, June to September
clicks in August, the most of the year
of brand searches covered in the Netherlands and France
Tryve now gets more clicks from people really looking for a monday.com partner, at a third less per click. With the rebuilt measurement, Google now steers on real leads instead of clicks. Want to bring your own cost per click down without losing leads? Read how to reduce Google Ads costs.
What companies ask us about this approach
How do you lower the cost per click in Google Ads? +
Start by pruning: exclude searches that never convert, limit your ads to the hours buyers search and put every service in its own ad group. At Tryve the average cost per click fell by 36% this way.
Should you advertise on your own brand name? +
Usually yes, as long as it stays cheap. A small brand campaign makes sure you are at the top and not a competitor. At Tryve the brand appears for 87 to 92% of brand searches in the Netherlands and France.
Why do more clicks not always mean more leads? +
Because the clicks can come from the wrong people, or because Google steers on the wrong signal. Make sure your conversion tracking is right before you aim for more budget.
Should you advertise at weekends? +
Look at your own data. At Tryve weekends had produced no enquiries since April, so the ads only run on weekdays between 8 am and 8 pm.
How do you advertise in a bilingual country like Belgium? +
With separate campaigns per language, and watch the regions. At Tryve the French campaigns targeted France and Luxembourg, so Wallonia and Brussels were missing. We added them.
Get started yourself
Tryve: SEO from page two to page one in five months
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