What is PPC?
The strength training
of marketing.
Pay-per-click advertising puts your business at the top of Google the day a campaign goes live, and you only pay when someone clicks. If SEO is the marathon, PPC is strength training: real gains within weeks, every session measured.
You control the spend, down to the pound. PPC management is everything that decides whether that spend pays: the right keywords and audiences, ads people want to click, landing pages that convert, and a team watching the numbers every week.
01Model
Start from the margin.
A cost per lead means nothing until we know what a customer is worth to you. That single number sets the ceiling, and every bid, budget and target in the account works back from it. Conversions are tracked as revenue wherever your systems allow it, not as form fills.
02Build
Structured to be read later.
Campaigns, keywords, negatives, audiences and landing pages put together so the reporting makes sense in three months, not just on launch day. Feed quality decides Shopping and Performance Max far more than bids do, so that is where the work goes.
03Tune
Never set and forgotten.
Accounts drift. Search terms change, competitors arrive, creative fatigues. Search terms get reviewed and negatives added, budget moves to what converts, and creative is rotated before it tires. The watching is the work, and it is the part most inherited accounts are missing.
A note on paid
Profit
is the target. Not clicks, not ROAS.
Plenty of accounts return a pound for a pound and call it break-even. It is not: you have paid for the ad, the fee and the fulfilment, and kept nothing. We work back from what a customer is actually worth to you, so the target is a margin you can live on rather than a number that merely looks positive.
How we run it
Six rules we
do not bend.
The difference between an account that pays and one that quietly drains is almost entirely in how it is looked after.
No percentage of spend
A percentage rewards us for spending more of your money. Fees are flat and agreed before anything goes live.
You own the account
The account, its history and its data are yours. If you leave, they go with you.
Real conversions only
Revenue where we can get it, qualified leads where we cannot. Never raw form fills.
Watched weekly
Not a monthly glance. Search terms, bids and creative reviewed on a short cycle.
Landing pages count
The cheapest lever in the account. A page that converts twice as well halves your cost per lead.
Reported in pounds
Spend, cost per lead, return, and what changed. Not impressions.
0%
Taken as a share of spend
100%
Account ownership stays yours
Weekly
Not a monthly glance
Where we run it
Every place your
customers search.
Google Ads first, because that is where intent is. Then wherever else your customers spend time, with one set of targets and the tracking and pages that make it pay.
Search ads
Text ads at the top of Google and Bing for the searches that mean someone is ready to buy. Keywords, negatives and match types kept tight, so the budget goes on the right searches.
Shopping
Your products, with price and image, shown right in the results. The product feed decides most of the outcome, so titles, attributes and categories get the attention first.
Performance Max
One Google campaign that runs across Search, Display, YouTube, Gmail, Discover, Maps and Shopping. Strong when it is fed good conversion data and clear signals, wasteful when it is not.
Paid social
Meta and LinkedIn for reaching people before they search. Run alongside your search campaigns, so the two share the same targets and the same reporting.
Conversion tracking
Calls, forms and sales tracked back to the click that brought them, and fed to Google so its bidding learns from real enquiries rather than page views.
Landing pages
The page an ad lands on decides its Quality Score and its cost per click. We build and tune those pages in-house, so the ad and the page say the same thing.
Got questions?
We’ve got
answers.
Enough that the data means something, and never more than the margin supports. We work back from what a customer is worth rather than starting with a budget.
No. A percentage rewards us for spending more of your money, which is the wrong incentive. Fees are flat and agreed up front.
You do, always. If you leave, the account, the history and the data go with you.
Usually. We will audit it first and tell you whether it is worth restructuring or rebuilding. Both answers happen.
No. You set the monthly budget, and before anything is spent you get a forecast of the clicks, leads and cost per lead to expect from it.
Directional results often show within two to six weeks, with stronger efficiency by months two and three as the account learns what converts. Early wins usually come from tracking fixes, landing pages and tighter targeting rather than more spend.
Both target people searching on Google, so they are usually grouped as search marketing. The difference is how you pay: SEO earns unpaid visibility over time, PPC buys visibility straight away. They work best together, with PPC bringing leads and data now while SEO compounds.
No reputable agency can guarantee a cost per lead or a return, because competition, auction prices and seasonality are outside anyone’s control. What we commit to is agreed deliverables, full access to the account and the reporting, and a clear testing and optimisation routine.
Call us or fill in the form. We start with a short discovery call about your goals and margins, then send a plan with the next steps and the price. No obligation and no pressure.
Ready to grow?
Let’s Chat
Simply call us or fill out the form and our expert team takes it from there. No obligation, no pressure.
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