PPC management
Paid ads managed against a cost per lead you agree first
Google and Meta will happily spend your budget either way. The job is deciding what a lead is worth to you, then building campaigns that hit that number and cutting everything that does not.
Campaigns built backwards from the number that matters
Paid advertising is the fastest way to find out whether your offer works. It is also the fastest way to lose money, because the platforms optimise for their objective unless you give them a better one.
So we start at the end. What is a customer worth to you, how many of your enquiries turn into customers, and therefore what can you afford to pay for an enquiry? That number sets the budget, the bidding strategy and the point at which we stop a campaign rather than defending it.
From there it is unglamorous, continuous work: negative keywords, search term reviews, audience exclusions, landing page tests and pruning the placements quietly eating budget.
What’s included
- Account structure built or rebuilt around clear campaign and ad group themes
- Keyword research with match types and a negative keyword list from day one
- Ad copy written and tested in variations, not set once and left
- Conversion tracking configured and verified before spend starts
- Landing page review, with recommendations where the page is the bottleneck
- Audience, placement and device bid adjustments based on actual performance
- Weekly search term review and budget reallocation
- Reporting on cost per lead and spend, not impressions and vanity metrics
The problem
What PPC management fixes
Spend rises, enquiries do not
Usually broad match with no negatives, or conversion tracking that was never verified so the platform is optimising toward the wrong event.
You are paying for the wrong searches
Search term reports routinely show budget going to job seekers, students and competitors. Nobody sees it until someone looks.
Clicks arrive, the page loses them
A campaign can be well built and still fail if the landing page is slow, vague or asks for too much. The fix is often the page, not the ads.
You cannot tell what is working
Without conversion tracking tied to real enquiries, every optimisation decision is guesswork dressed up as data.
Our process
How we run a paid advertising engagement
Define the target cost per lead
We work out what an enquiry is worth using your close rate and average value. Everything downstream is judged against this number.
Audit or build the account
Existing accounts get a structural review. New accounts get built around tight themes so budget and messaging stay controllable.
Verify tracking before spending
Conversion actions are configured and tested end to end. We do not start spend on tracking we have not personally confirmed works.
Launch small, then scale what works
Initial budget is deliberately conservative. Spend increases on the campaigns proving out, rather than across the board.
Prune weekly
Search terms, placements, audiences and creative reviewed on a weekly cycle. Waste gets cut and budget moves to what is converting.
Packages
Fixed-scope packages for this service
Management packages are priced by account complexity and are separate from your advertising budget, which you pay directly to Google or Meta.
FAQs
Paid advertising questions
Is the ad budget included in your management fee?
No. Your advertising spend goes directly to Google or Meta from your own account, which you own and can see at any time. Our management fee covers the strategy, build, optimisation and reporting. We never take control of an account you cannot access.
How much should I spend on ads to start?
Enough to gather meaningful data within a reasonable timeframe, which depends on your cost per click and how many conversions you need before decisions are reliable. We will give you a realistic minimum for your market rather than a number designed to look attractive.
Google Ads or Meta Ads, which is better for me?
Google captures people already searching for what you sell, so intent is higher and it usually suits services people actively look for. Meta puts you in front of people who were not looking, which suits visual products and awareness. Many businesses need both, but rarely at the same time on a small budget.
How quickly will I see leads?
Paid ads can produce clicks within hours of launch. Reliable, optimised performance takes longer, because early data is noisy and decisions made on too little of it tend to be wrong. Expect a genuine learning period before the account settles.
Do you need access to my existing accounts?
Yes, and we ask you to grant access rather than hand over passwords, so you keep ownership. If the relationship ends, you keep the account, the history and the data.
Find out what you should be paying per lead
Tell us what a customer is worth to you and what you are spending now. We will tell you whether the numbers work before you commit to anything.