PPC management is the ongoing work of running pay-per-click advertising so that it produces customers at a cost the business can afford. That means building and structuring campaigns on Google Ads and other platforms, choosing keywords and audiences, writing ads, setting bids and budgets, tracking conversions properly, and making changes every week based on what the numbers show.
PPC management services are that work done for you by a specialist team. The difference between a managed account and an unmanaged one is rarely the launch. It is the weekly attention afterwards: the search terms that waste money, the ad that has stopped working, the budget that should move to the campaign that is finding customers. If you want the full picture before you talk to anyone, when and how to outsource PPC management walks through it.
The audit decides the order. Not every workstream runs every week, but all of them are in scope from day one.
Campaigns grouped by intent, so a search for an emergency repair never shares a budget with a search for a price comparison. Match types and themes kept tight. The method is in how to structure Google Search campaigns.
The search terms report read every week, wasted terms excluded, and winning terms promoted to their own ad groups. This is where most unmanaged accounts leak money; see the search terms report.
Smart Bidding targets set from your margins, not a benchmark: a target cost per acquisition or ROAS your business can live with. Budgets moved weekly towards the campaigns producing customers.
Responsive search ads, sitelinks, callouts and images tested against each other, with the offer and the landing page treated as part of the ad rather than someone else’s problem.
Google Ads conversions, GA4, enhanced conversions and offline conversion import for lead generation, so bidding learns from real customers. Checked before any budget goes up; how to check your conversion tracking.
Merchant Center feeds with titles that match how people search, Performance Max with brand exclusions and asset groups that make sense, and Shopping campaigns split by margin where it matters.
Specific, prioritised changes to the pages your ads send people to: speed, form length, proof, and the message matching the ad. We write the brief; your team or ours builds it.
Spend, conversions and cost per customer against your target, what changed and why, what was tested, and what happens next. One fifteen-minute call a month on top of the written report.
Every ad, analytics and Merchant Center account stays in your name. We work through manager access, so you can remove us in a minute if it ever comes to that.
Most accounts start on one or two platforms. We run them as one budget, so money can move to whichever is producing customers that month.
Search, Performance Max, Shopping and YouTube. The core of most PPC management engagements, because it captures people already looking for what you sell. Detail on the Google Ads management page.
Paid social that creates demand: Advantage+ campaigns, the Conversions API and a creative testing plan. See Meta ads management.
For B2B deals where one closed account justifies a high cost per lead, with CRM outcomes fed back into the bidding. See LinkedIn ads.
PPC management pays off when one customer covers the cost of winning several. These are the businesses we know best, each with its own page.
Every engagement starts with a written PPC audit, and you can have one without committing to anything. It covers the things that decide whether money is being spent well:
Which conversions are counted, whether they match real leads or sales, and whether enhanced conversions or offline import are set up.
How campaigns and ad groups are organised, what share of spend goes to irrelevant searches, and which negatives are missing.
Whether bid strategies and targets suit the conversion volume, and where budget is capped or wasted.
Ad strength and testing, asset coverage, and the pages ads send people to.
You get a prioritised list of fixes in plain language, with the expected effect of each. Request it below or on the free ad account audit page. To review an account yourself first, start with the negative keywords audit.
| When | What happens | What you get |
|---|---|---|
| Day 1 | Manager access to Google Ads, GA4 and Merchant Center; your goals and margins agreed | A named buyer and a shared channel |
| Days 1–2 | Full account audit: tracking, structure, search terms, bidding, assets, landing pages | A written audit with the order of fixes |
| Weeks 1–2 | Tracking fixed first, then structure and negative keywords. Numbers are volatile here and we say so | First weekly report |
| Weeks 3–4 | New ads and offers tested, budgets moved towards converting campaigns | The first honest read on cost per lead or ROAS |
| Weeks 5–8 | Winning ad groups expanded, losing ones cut, bidding targets tightened | Weekly reports with decisions in them |
| Weeks 9–12 | Scale where cost per customer holds; a plan for the next quarter | A quarterly review against the goal you set |
Swipe the table sideways to see every column.
| PPC management company | In-house PPC manager | Freelancer | |
|---|---|---|---|
| Cost shape | Fixed monthly fee | Salary, benefits and tools | Hourly or per account |
| Cover for leave or departure | Team cover and a written decision log | None unless you hire two | Usually none |
| Breadth | Several platforms and industries | Depends on the hire | Depends on the person |
| Time to start | Days | Months to recruit | Days to weeks |
| Best when | You want senior skill without a hire | Spend is large enough to keep one person busy all year | One small account |
Swipe the table sideways to see every column.
If you are weighing a dedicated person rather than an agency, a dedicated media buyer works inside your accounts and your reporting. When to outsource media buying sets out the point where hiring starts to make sense.
Agencies price PPC management in three ways. A percentage of ad spend is common and simple, but it pays the agency more when your budget rises, whether or not results do. A fixed monthly fee stays the same as spend scales, so the advice to cut a budget costs the agency nothing. A performance fee ties payment to leads or sales, which sounds fair and usually comes with conditions that are hard to meet.
We charge a fixed monthly fee, month to month, with no lock-in and never a percentage of ad spend. The fee depends on the number of platforms and how much work the account needs, so we quote after the free audit and say the number on the first call. What Google Ads management costs compares the models in more detail.
Our team is in Noida, India. India is about 9.5 to 10.5 hours ahead of US Eastern time, 4.5 to 5.5 hours ahead of the UK, and 4.5 to 5.5 hours behind Sydney, depending on daylight saving. In practice, account work, testing and reporting happen outside your working day, so the weekly report is waiting when you start, and calls run in a fixed overlap window agreed at the start. The time zone overlap calculator shows the shared hours for your city.
Each market has its own rules that a PPC manager has to know: special ad categories and state privacy laws in the US, consent mode in the UK, and seasonal peaks such as US Q4 and the Australian end of financial year. See planning for Q4 ad costs in the US and UK consent mode and lost conversions. Market pages: US, UK, Australia.
Want to check the numbers yourself first? Use the free ROAS calculator, the break-even ROAS calculator or the PPC forecast calculator, and read how to set a target cost per acquisition.
A written audit of your live PPC account within two working days: tracking, structure, wasted spend and the order we would fix things in. Free, and yours to keep even if you never work with us.
Account structure and keyword research, search terms and negative keywords, bidding and budgets, ad and asset testing, conversion tracking, Shopping and Performance Max, landing page recommendations and a weekly written report.
It depends on the platforms and how much work the account needs. We charge a fixed monthly fee, month to month, never a percentage of ad spend, and give the number on the first call after a free audit.
The first two weeks are tracking and setup. A fair read on cost per lead or ROAS usually comes around week four, and a full judgement needs about 90 days.
Yes. Our team is in India, so account work happens outside your working day and calls run in an agreed overlap window. We invoice in your currency.
You do. Every ad, analytics and Merchant Center account stays in your name, and we work through manager access you can remove at any time.
No. Nobody can honestly promise a ROAS or a lead cost before seeing your margins, offer and data. We commit to the work, a weekly report with decisions in it, and telling you early if paid search is not going to work.
Google Ads, including Search, Performance Max, Shopping and YouTube, plus Meta and LinkedIn. We say so when a platform is outside what we run well.
No. It is month to month with no lock-in. If the results are there you stay; if not, a contract only delays your decision.
Read what we would change in your account before you decide anything.