Digital ad management service in Japan – Google and Meta Ads, one contact

What an ad management service covers

"Ad management" means very different things from one provider to the next. Before you compare quotes, decide which of these you want to hand over:

• Strategy: goals, channel choice, budget split, audience and location targeting
• Account build: campaign and ad group structure, keywords and audiences
• Creative: ad copy, image and video assets, each platform's specs
• Tracking: GA4, Google tag, Meta Pixel, conversion definitions
• Day-to-day work: bids and budgets, negative keywords, placement reviews
• Reporting: clear numbers, next steps and landing page improvements

The last item is the one most often missed. Tweaking the ad account does little if the page behind the click is confusing. Ask early whether the provider can also change that page.

Signs it is time to outsource your paid ads

If several of these sound familiar, outside help is worth considering:

• You pay for clicks but cannot tell which ads bring inquiries
• No conversion tracking is set up, so you only look at clicks
• Google and Meta are run by different people and the numbers never meet
• The person in charge has another job and rarely reviews the settings
• Accepting automatic recommendations made the budget run out faster
• Ads land on the home page, far from the details of the offer

Often, fixing tracking and the landing page alone changes how you read the numbers. You can decide on outsourcing after that.

Choosing channels: what Google Ads and Meta Ads each do

"Where should we advertise?" is the most common first question. Each channel fits a different moment in the buyer's journey:

• Google Search Ads: reach people already searching, such as "service + city". Strong for inquiries and bookings
• Google Shopping: product ads with image and price, fed from Merchant Center. Built for online stores
• Google Display and video: remarketing to past visitors and building awareness
• Meta Ads (Instagram, Facebook): show products to people who are not searching yet, through photos and video. Strong for visual products

With a limited budget, start with the channel that is easiest to measure and expand later. See search ads management and Meta Ads management for details on each.

Large agency or small studio?

In Japan, ad management fees are typically around 20% of ad spend, often with a setup fee or a monthly minimum. Large agencies may also require a minimum monthly spend.

• A large agency fits when spend is high, you combine many media such as TV or transit ads, and several departments are involved
• A small studio fits when spend is modest, Google and Meta are the core, and you want the landing pages improved too
• Ask either one: who actually runs the account, whose name the account is in, how often you get reports and what happens if you leave

Keep ad accounts in your own name. Then your data stays with you if you ever change provider. Our guide to choosing a web ad agency covers the comparison in more depth.

What to prepare before you hand over your ads

Preparation decides how fast things get going. With these ready, the first conversation can be specific:

• Goal: the action you want more of and a rough cost you can accept per result
• Budget: a monthly cap, with ad spend and management fee separated
• Accounts: Google Ads, Meta Business account and GA4, created in your name
• Landing page: the URL ads should point to, or notes for a new page
• Assets: logo, product or shop photos, any video, a note on your strengths
• History: access to past campaigns or monthly figures

You can start with gaps. Missing pieces get prioritized and prepared together in the first steps.

How UNANOBO runs your ads: starting with a free demo page

UNANOBO handles Google Ads, Google Shopping, Meta Ads and GA4/tag setup as one service. Before you commit, we build a free demo of the landing page your ads will point to, in your brand, together with a proposal for which channels to use and how.

The process is free demo, feedback, launch, growth. The founder runs every project personally – the demo, the daily account work and the page improvements – so you keep one contact for every channel. Everything runs by message, in Japanese or English, and ad accounts and analytics stay in your name.