PPC Management
Paid advertising is an auction you enter thousands of times a day. The platform decides who sees the advert and what the click costs. The advertiser decides what to bid on, what to say and what to count as a result.
Accounts lose money in predictable ways: broad keywords matching searches nobody intended, conversions that count page views as sales, and automated bidding trained on those false numbers.
Click prices, competitors and platform rules change without notice. We cannot promise a cost per lead, a number of sales or a return on what you spend. We can run the account carefully and show you exactly where the money went.
Counting the right thing
Automated bidding optimises towards whatever it is told is a conversion. Tell it the wrong thing and it spends efficiently on nothing.
Define the conversion
A submitted form, a booked call, a paid order. Button clicks and visits to the contact page are not conversions and are removed from bidding.
Tag it once
Tags are placed through Google Tag Manager and tested in preview mode. Duplicate tags left by earlier agencies or plugins are found and deleted.
Respect consent
Consent mode is configured so tags behave according to the visitor's choice. Some conversions will then be modelled by the platform, and reports say so.
Send values
Order value or lead quality is passed back where possible, using enhanced conversions and the Meta Conversions API, so bidding can favour valuable customers.
Import offline results
If sales close on the telephone or in a CRM, closed deals are uploaded against the original click. Otherwise the account optimises for enquiries that never buy.
How we lay out campaigns
Structure decides what you can control and what you can read in a report.
Brand and non-brand apart
Searches for your own name convert cheaply and flatter the averages. Kept separate, they cannot hide poor results elsewhere.
One theme per ad group
Keywords in a group share one intent, so the advert and landing page can address it directly.
Match types chosen on purpose
Broad match is used only with reliable conversion data and close watching. Exact and phrase match hold the terms that are known to pay.
Negative keywords
The search terms report is read every week. Job seekers, free-download hunters and irrelevant places are excluded through shared negative lists.
Shopping and feeds
Product titles, prices, stock and identifiers in Merchant Center are corrected at the feed, since the feed is what the platform matches against searches.
Meta audiences and creative
Few campaigns, enough budget in each to leave the learning phase, and several distinct adverts so the system has real choices.
Taking over an account
Most engagements begin with an account that already exists and already spends.
Read-only audit
You grant view access. We report wasted spend, tracking faults and structural problems in writing before changing anything.
Tracking repair
Conversions are corrected first. Budgets and bids stay as they are until the numbers can be trusted.
Restructure
Campaigns are rebuilt in stages, not all at once, so performance history is kept and any drop can be traced to one change.
Weekly routine
Search terms, budgets, disapproved adverts and landing page faults are checked each week. You receive a short written summary.
What we work in
All of these are accessed through your logins, with us added as a user.
- Advertising
- Google AdsGoogle Ads EditorMicrosoft AdvertisingMeta Ads ManagerGoogle Merchant Center
- Tracking
- Google Tag ManagerGoogle Analytics 4Meta PixelMeta Conversions APIMicrosoft UET tag
- Reporting
- Looker StudioGoogle Sheets
Will paid advertising suit your business?
Usually yes when
- People already search for what you sell.
- The margin on a sale can absorb the cost of several clicks that did not convert.
- Your landing pages load quickly and make the next step obvious.
- You can tell us which enquiries turned into customers.
Usually no when
- The monthly budget buys only a handful of clicks in your market.
- The product is new and nobody knows to search for it; search ads cannot create demand.
- The site cannot be edited to fix a poor landing page.
- You expect a fixed return stated in advance.
Money and control
Who pays the advertising platforms?
You do, with your own card or invoice arrangement in your own account. Media spend never passes through us.
Is your fee a share of our spend?
No. It is quoted for the work involved. We have no reason to push your budget upwards.
Do you follow the platform's recommendations?
We read them and apply the ones that serve your goal. Many suggest raising budgets or loosening targeting, which helps the platform more reliably than the advertiser.
What about Performance Max and Advantage+ campaigns?
They can work well with accurate conversion data and good creative. They also report less detail, so we run them beside conventional campaigns and compare.
What happens to the account if we leave?
Nothing. It is yours, with its history, audiences and conversion data. You remove our access and carry on.
Let us look before we quote
Tell us which platforms you advertise on and roughly what you spend each month. We respond within one business day and explain how to grant view-only access.