Digital Growth & Marketing · PPC
Paid search and social managed against real conversions
We manage pay-per-click advertising across Google Ads, Microsoft Advertising and paid social — account structure, keywords, bidding, ad copy and landing pages — with every campaign measured against conversions you actually care about.
- Account structure review
- Search term hygiene
- Conversion tracking audit
Overview
Managing paid media across platforms
Pay-per-click advertising covers any channel where you bid for placements and pay for clicks or impressions: Google and Microsoft search, Shopping, YouTube, Meta, LinkedIn and others. Each platform has its own auction, targeting and reporting, but the discipline is the same: put the right message in front of the right people at a cost the business can sustain, and measure what genuinely follows the click.
The decisions that matter most are usually upstream of bids. Which platforms suit your buyers and sales cycle? What counts as a conversion, and is it tracked accurately? How should budget be split between search, which captures existing demand, and social or video, which creates it? We keep these decisions explicit, so automated bidding works toward goals your business actually cares about.
Well-managed PPC accounts are tidy and legible: consistent naming, clean conversion data, regular search term and placement reviews, and creative refreshed on a schedule rather than when someone remembers. You keep full ownership of every ad account and billing method, and reporting connects spend to qualified leads or revenue in your own systems, not only to clicks.
Who it’s for
Built for teams like yours
- 01
Advertisers on several platforms
Businesses running ads on Google, Microsoft, Meta and LinkedIn at the same time, who want one team coordinating budgets, messaging and measurement instead of each platform being managed in isolation.
- 02
Lead-driven service companies
Firms in legal, home services, healthcare, education and B2B where each qualified lead has real value, and PPC needs to be tuned toward lead quality rather than volume alone.
- 03
Teams inheriting messy accounts
Marketing managers who have taken over ad accounts with unclear history, broken tracking or years of accumulated campaigns, and need an honest assessment and a cleaner, more readable setup.
Why it matters
Pay for clicks that have a purpose
Pay-per-click platforms make it easy to spend money and hard to tell what it bought. Broad match keywords, automated placements and default settings can quietly send budget to irrelevant searches. Good PPC management is disciplined housekeeping: tight structure, careful negative keywords, honest conversion tracking and a steady cycle of testing and pruning.
We manage across platforms with one view of performance, so budget moves toward the campaigns producing qualified leads or sales. You keep ownership of every ad account, see every change we make in a log, and get reporting tied to leads or sales rather than clicks alone.
Every engagement includes
- Account audita review of structure, tracking, spend and search terms before we change anything.
- Tracking setupconversion actions, enhanced conversions and CRM links configured and tested.
- Campaign build or rebuildstructure, keywords, audiences and ads created against agreed goals.
- Ongoing optimizationweekly search term, bid, budget and ad reviews with changes logged.
- Landing page inputrecommendations or builds that align pages with ad intent and message.
- Transparent reportingmonthly reports and a live dashboard, with ad accounts owned by your business.
Features
How we manage PPC
- 01
Account structure review
Campaigns and ad groups organized by intent and margin, so budgets and bids can be controlled precisely.
- 02
Search term hygiene
Regular search term reviews and negative keyword lists that stop spend on irrelevant or low-intent queries.
- 03
Conversion tracking audit
Tags, offline conversions and CRM imports verified so automated bidding learns from real outcomes.
- 04
Bid strategy management
Manual and smart bidding chosen per campaign, with targets adjusted as data and margins change.
- 05
Ad copy testing
Responsive ads and assets tested methodically, with clear hypotheses rather than random rotation of variations.
- 06
Cross-platform coordination
Google, Microsoft, Meta and LinkedIn campaigns planned together so audiences and messages do not overlap wastefully.
In practice
Common PPC engagements
Adding Microsoft Advertising
For accounts already running on Google, we import and adapt campaigns into Microsoft Advertising, adjust bids and audiences for its search users, and track results separately so its contribution is clear.
Running LinkedIn for B2B
We build LinkedIn campaigns targeting job titles, industries and company sizes, with lead gen forms or landing pages, and connect leads to your CRM so sales can judge quality directly.
Reducing wasted spend
We review search terms, placements, audiences, devices and locations to find spend that rarely leads to conversions, then add exclusions and restructure campaigns so budget concentrates on the areas with proven results.
Retargeting across platforms
We build consistent retargeting audiences on Google, Meta and LinkedIn based on site visits and engagement, with sensible frequency caps and messaging matched to how far each visitor progressed before leaving.
Process
How we work
- 1
Cross-account audit
We review every ad account’s structure, settings, conversion tracking, spend distribution and search term or placement history, and document what to keep, fix, pause or rebuild across all of your platforms.
- 2
Conversion alignment
We define primary and secondary conversions with you, set them up consistently across platforms, import offline or CRM outcomes where possible and remove counted actions that inflate results without reflecting real business value.
- 3
Build or rebuild
Campaigns are created or restructured with clear naming, intent-based grouping, appropriate bid strategies, audiences and ad variations, and launched in planned stages so the effect of each change can be measured cleanly.
- 4
Ongoing management
Weekly we review search terms, placements, budgets, bids and ad performance across every platform, make logged adjustments and shift budget between platforms whenever the combined data clearly supports doing so.
- 5
Transparent reporting
Monthly reports show spend, conversions and cost per result by platform and campaign, reconciled with CRM or sales data, alongside notes on what changed and what we plan to test next.
Deliverables
What you receive
- Multi-platform PPC audit
- Conversion definitions and tracking setup
- Campaign structure and naming conventions
- Ad copy and creative variation sets
- Negative keyword and exclusion lists
- Optimization change log
- Monthly cross-platform performance report
Tools & methods
Ad platforms
- Google Ads
- Microsoft Advertising
- Meta Ads Manager
- LinkedIn Campaign Manager
- YouTube Ads
Measurement
- GA4
- Google Tag Manager
- Offline conversion imports
- CallRail
- Looker Studio
Methods
- Search term analysis
- Placement exclusions
- Bid strategy testing
- Audience layering
- Ad copy A/B tests
FAQ
Frequently asked questions
Anything else about PPC? Ask us directly.
It depends on where your buyers are and how they buy. Google Ads captures people already searching; Microsoft Advertising reaches a different, often older and business-heavy audience at lower competition. Paid social such as Meta or LinkedIn suits discovery and retargeting. We recommend a mix based on your offer, audience and budget, starting focused.
Let’s work together
Have a project in mind?
Book a strategy call and we’ll show you exactly how to turn your goals into a system that generates consistent results.