AdWords Stockholm (Legacy): How to Migrate to Google Ads
AdWords Stockholm is legacy — the platform is now Google Ads. Use this step-by-step migration to protect tracking, preserve history, and modernise structure. You’ll get a practical checklist, Swedish/English keyword tips, Consent Mode v2 guidance for EEA traffic, and a soft hand-off to our Google Ads Stockholm service page when you want done-for-you help.
Quick answer
Your existing account is now Google Ads (AdWords was rebranded). Migrate in a controlled sequence to avoid breaks: audit → rename & map → tracking & consent → controlled launch → scale. Most Stockholm SMBs can complete this in ~2–3 weeks (complex sites may take longer).
Migration checklist
- Baseline & backup: Export campaigns, ad groups, ads, keywords, and ad assets. Save last 90 days of KPIs for reference.
- Map legacy naming: Create a one-pager mapping old AdWords names to current Google Ads terms (see table below). Lock the final labels.
- Trackers & consent: Implement Google Consent Mode v2 via a CMP for EEA traffic; use Google Tag/GTM; enable Enhanced Conversions and keep auto-tagging (gclid) on.
- Account hygiene: Pause duplicate experiments, remove “zombie” keywords, and consolidate overlapping ad groups.
- Rebuild essentials: Use modern campaign types (Search, and Performance Max where appropriate). Add assets: sitelinks, callouts, structured snippets, image, price, promo, lead form.
- Local alignment: Target Stockholm/Sweden locations; use Swedish and/or English ad groups; schedule to CET business hours; localise ad copy.
- QA & launch: Run a 10–14 day controlled launch with clear CPA/ROAS thresholds. Keep a change log.
- Scale safely: Increase budgets on winners; expand exact/phrase variants; refresh creatives for seasonal peaks (Midsommar, höstrea).
Common pitfalls & fixes
- Using “extensions” wording: The UI uses ad assets now — ensure you update SOPs and audits.
- Missing Consent Mode v2: EEA traffic needs v2 signals; connect a certified CMP and verify consent states fire before tags.
- Mixed languages in one ad group: Split Swedish and English to maintain relevance and QS.
- Turning off auto-tagging: Keep gclid on; layer UTMs if needed but don’t replace gclid.
- PMax without guardrails: Start small; add audience signals and exclude brand if testing non-brand only.
Swedish keyword examples
- swedish: google annonser stockholm, byrå för google ads, ppc byrå stockholm, annonsering på google pris
- english: google ads agency stockholm, ppc services stockholm, google advertising cost sweden
- brand + generic: [ditt varumärke] + “google ads byrå”, “adwords hjälp” (legacy phrasing still searched)
Tip: mirror language in ads/landing pages, and use Swedish ad copy for Swedish queries to lift CTR and Quality Score.
AdWords → Google Ads: naming changes
| Legacy (AdWords) | Current (Google Ads) | Notes |
|---|---|---|
| Ad extensions | Ad assets | Sitelink, Callout, Structured Snippet, Image, Price, Promo, Lead Form |
| Exact/Phrase (old match rules) | Exact/Phrase (updated behaviour) | Match semantics evolved; review search terms |
| Conversion tracking (UA) | Google Tag / GTM + GA4 + Ads conversions | Enable Enhanced Conversions where eligible |
| Cookie consent (basic) | Consent Mode v2 via CMP | Required for EEA remarketing/measurement signals |
What to monitor
- CTR, CPC, CVR, CPA/ROAS by campaign and language
- Quality Score (ad relevance, expected CTR, landing page exp.)
- Search term coverage and negatives after launch
- Consent rates (EEA) and Enhanced Conversions status
- Brand vs. non-brand split to keep reporting honest
FAQ
Do I need to create a new account?
No. You keep the same account; you’re operating in Google Ads with updated features and naming.
How long does migration take?
Simple setups: ~2–3 weeks. Complex sites/CMP approvals can extend timelines.
Is Consent Mode v2 mandatory?
For EEA traffic, it’s required to pass consent signals for ads/measurement. Use a certified CMP and test consent states.
Should I run ads in Swedish or English?
Both can work. Split ad groups by language; use Swedish for Swedish queries and English for international audiences in Stockholm.
What about Performance Max?
Test PMax with audience signals and clear goals. Keep search campaigns for control and insight, and monitor branded traffic separation.
Get a migration review
Want a quick sanity check on your move from AdWords to Google Ads? Get a 20-point review covering consent, tracking, naming, and campaign structure.