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PPC is the one channel where the arithmetic is knowable. What a customer is worth, what you can afford to pay for one, and which campaigns clear that bar – all of it is measurable. Accounts lose money when nobody has done that arithmetic, and the campaigns are judged on clicks instead.
Stripped of jargon, PPC is arithmetic. A customer is worth a certain amount to you. A proportion of visitors become customers. Those two numbers decide what you can pay for a click, and everything else – match types, bid strategies, ad copy – is in service of staying under that figure while buying as much volume as possible.
Which is why our first question is never about budget. It is what a customer is worth and how many you can handle, because an account optimised without those answers is optimising towards nothing in particular.
This page covers campaign strategy and management. The wider paid landscape sits on Google Ads and PPC, and the page people land on matters as much as the ad – see CRO and analytics.
This chain runs downwards from what a customer is worth to what you can bid. Every account we take on starts here, because until these numbers exist there is no way to tell a good campaign from an expensive one.
Notice that only two of the six come from the ads platform. Most of what determines whether paid advertising succeeds sits inside your business, which is why an agency that never asks about margin is guessing.
Most accounts should not run all six. Search almost always comes first because it captures existing demand; the rest either create demand or recapture it, and both are harder to justify until search is working.
Performance Max deserves a warning. It often performs well and it also absorbs brand and remarketing traffic that would have converted anyway, then reports those conversions as its own. We separate what can be separated and tell you what cannot.
These are what a free audit actually looks for. None of them are exotic – they are the same six problems in account after account, and most were introduced by a default setting nobody revisited.
The second one is the one to fix first. Every automated bid strategy learns from your conversion data – if that data is wrong, the platform will spend your budget efficiently pursuing the wrong outcome, and it will look like it is working.
Automated bidding beats manual management in most mature accounts. In a new account with forty conversions a year it has nothing to learn from, and switching it on early is one of the most reliable ways to waste a launch budget.
Every strategy here optimises towards whatever your conversion tracking tells it to value. That is the whole reason tracking is fixed before anything else – the automation is only ever as good as the definition of success you hand it.
Each layer narrows who sees the ad. Applied thoughtfully that raises efficiency; applied enthusiastically it produces a campaign so tightly defined that it barely delivers, and there is no data to learn from.
Your own customer data is the most valuable input here and the most consistently unused. It also powers exclusions – stopping you paying to reach people who already bought.
Cost per acquisition and return on ad spend are the report. Impressions, clicks and click-through rate are diagnostics – useful for working out why a number moved, useless as the headline.
Where you can pass back what happened after the lead – which enquiries became customers, at what value – the account can finally optimise for revenue rather than for form fills. That single change usually outperforms months of bid tuning.
The first phase produces no advertising at all, which occasionally surprises people. Launching before the arithmetic and the tracking are settled is how accounts end up unmeasurable three months later.
PPC is the fastest channel to switch on and the fastest to switch off. That is its real advantage – not that it is cheap, because it usually is not.
No other channel puts you in front of people actively searching within days of starting.
Once the arithmetic exists, growth becomes a budget decision rather than a hopeful one.
Which messages convert, which terms buyers use, which pages work – all learnable in weeks and useful across SEO too.
Overwhelmed with work? Reduce spend today. Try that with any other acquisition channel.
Most accounts gain more in the first month from cutting bad spend than from any increase in budget.
People who already visited convert at a fraction of the cost of finding new ones.
Search term data is the closest thing to hearing your customers describe their own problem in their words.
Modest brand spend keeps competitors from buying attention you already earned – sized deliberately, not by default.
We work in your Google Ads account, under your billing, with your name on it. If you leave, the history, the conversion data and the audience lists go with you – because they were never ours to keep.
Agencies that run clients inside their own manager account are holding something hostage. It is worth asking any agency this question before signing anything.
Your billing, your history, your audience lists. No transfer negotiation if you decide to leave.
Percentage-of-spend pricing rewards us for increasing your budget. We would rather be paid the same whether the answer is spend more or spend less.
Before touching the account we work out what a customer is worth and what you can afford to pay. Everything after that has a benchmark.
No campaign goes live on conversion data we have not tested end to end. Bidding automation trained on bad data spends efficiently in the wrong direction.
The first month is usually about removing spend that was never going to work. It is a smaller invoice and a better result.
If the numbers do not close at current auction prices, we will tell you and suggest where the money would do better.
A sector where one customer is worth a great deal can tolerate expensive clicks that would ruin a low-margin business. That single difference determines almost everything about how an account should be built.
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Tailored to your business goa
Reliable process, clear communication.
We're here when you need us.
Tailored to your business goa
Reliable process, clear communication.
We're here when you need us.
Tailored to your business goa
Reliable process, clear communication.
We're here when you need us.
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Everything businesses ask us before starting pay per click advertisement.
Planning, building and managing paid advertising campaigns where you pay per click. In practice that means working out what you can afford to pay for a customer, structuring campaigns so results are readable, and continuously removing spend that does not clear that bar.
You bid on searches or audiences. Which ad shows and what it costs is decided by an auction that weighs your bid against the relevance and quality of your ad and landing page – which is why a better page can genuinely lower your click price.
Google Ads across search, shopping, display, video and Performance Max, and Microsoft Ads for search. Microsoft is smaller but often noticeably cheaper per click, and worth testing in most B2B and older-demographic markets.
Traffic within hours of going live. Reliable conclusions take longer – usually four to eight weeks before there is enough conversion data to judge campaigns fairly, and longer for low-volume, high-value businesses.
By making the three things it measures genuinely better: ad relevance to the query, expected click-through rate, and landing page experience. Tightly grouped keywords with ads and pages that match them. There is no configuration trick for this.
PPC buys placement immediately and stops when you stop paying. SEO earns it slowly and keeps working. They complement each other – paid search data reveals which terms convert, which is exactly what SEO should target.
No. Auction prices, competitor behaviour and demand all move independently of us. We commit to the arithmetic, the structure and the optimisation, and we report honestly – including when a campaign has not worked.
From your target cost per acquisition and how many customers you can service. Budget follows the maths rather than the other way around, and we move it toward whatever is clearing target rather than spreading it evenly.
You do. We work inside your account under your billing, so the history, conversion data and audience lists stay with you if we ever part ways. This is worth confirming with any agency you speak to.
Flat management fee rather than a percentage of spend, so we are not paid more for spending more. We verify tracking before launching, start from your margin, and will tell you if the numbers say paid search is the wrong channel for your business.
Give us read access to your account and tell us what a customer is worth. We will come back with where the budget is leaking, which campaigns are genuinely inside a workable cost per customer, and what we would change in the first month. Free, no obligation, findings yours either way.
The businesses that win aren’t just found – they’re found first. We make that happen, from local search to your entire digital presence.
