PPC management
Paid search rewards attention to detail more than budget. The accounts that perform are the ones somebody actually works on every week: negatives added, bids adjusted, ad copy tested, poor performers switched off. Accounts are managed that way and reported on by what they returned.
Campaigns run on Google Ads and Microsoft Advertising and are built around buying intent, so the budget reaches people ready to act rather than people who are only curious.
The work
What PPC management involves
Taking over an existing account
What is there gets audited before anything changes, because an account with history is worth more than a fresh one. You get a list of what would change and why, and you keep ownership of the account throughout.
Structure before spend
Each ad group covers a tight set of terms with its own copy and its own landing page. That is what raises quality scores and lowers what you pay per click, and loose structure is the most expensive fault found in inherited accounts.
Buying intent, not volume
Terms that signal a buyer are separated from the ones that signal curiosity, and the account is built so the two never share a budget. The search terms report shows exactly where money is being wasted, and it is the report most accounts never look at.
The weekly work
Search terms reviewed, negatives added and match types tightened, bids and budgets moved towards what is converting, ad copy and extensions tested, and anything that has stopped earning switched off. None of it is dramatic and all of it compounds.
Landing pages that finish the job
The advert has to say what the search asked for, and the page has to deliver it. Where cost per enquiry is high, the cause is more often that mismatch than the bidding, and you will be told when the page rather than the advertising is the problem.
Reporting you can check
Reporting covers cost per enquiry and what those enquiries were worth, not impressions and click-through rates. You keep full access to the account, so nothing in the reports is something you cannot verify yourself.
Questions
Common questions
Who owns the advertising account?
You do, always. The work happens inside your account rather than a shared agency one, so if the engagement ends you keep the account and its history.
How much should we spend?
Enough to gather data on the terms that matter, which depends entirely on your sector. Starting smaller, finding what works and scaling it beats spending a large budget learning.
How do you charge?
A management fee rather than a percentage of spend, so there is no incentive to talk you into a bigger budget than the account can use.
How soon will we see results?
Paid search produces traffic from the day a campaign goes live. Profitable traffic takes longer, because the account needs enough data on what converts before the budget can be moved towards it.
Do you run Microsoft Advertising as well as Google?
Yes, where there is enough search volume to justify it. Microsoft Advertising reaches a smaller audience, often at a lower cost per click. It is built from the same structure as the Google account and then managed on its own figures.
What does the reporting show?
Cost per enquiry or sale rather than clicks and impressions, with a plain note on what changed, why, and what happens next.
Services
Related to PPC management
Google Ads management
Google Ads managed across Search, Shopping, Display and Performance Max, with costly defaults switched off and tracking tied to real enquiries.
Microsoft Ads
Microsoft Advertising built from your Google account structure and managed on its own figures, reaching a smaller audience at a lower cost per click.
Google Shopping
Product feeds fixed and optimised, then Shopping campaigns structured and bid so your products appear for the searches most likely to buy.
Landing page design
Landing pages built around one offer and one action, matched to the advert or email that sends visitors there and designed to be tested and improved.
Retargeting
Retargeting set up by what visitors did on your site, with frequency caps and exit rules that turn return visits into sales without annoying anyone.
Conversion rate optimisation
Your website analysed to find where visitors drop off, with fixes and properly run tests that turn more of your existing traffic into enquiries and sales.
Start a conversation
Share what you are spending each month and what it is currently returning. You will get a clear answer on whether it needs managing differently or spending differently.
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