Our PPC management services are billed as a flat fee for the work. That means recommending you spend less, pause a campaign, or move budget to organic costs us nothing.
It is the single structural difference that shapes every piece of advice on this page.
What PPC Management Services Should Fix First
Conversion tracking that actually fires. Before any bidding change, we verify that a conversion is recorded when a conversion happens and not when somebody loads a thank-you page twice. Every automated bidding strategy inherits that error and amplifies it.
Account structure you can read. Campaigns split the way your business is split, so a report answers “which spend produced which enquiry” without a spreadsheet exercise.
Search terms, not keywords. What people actually typed, reviewed regularly, with the irrelevant ones excluded. This is where wasted spend usually lives.
A negative keyword list that is maintained, rather than built once at setup and abandoned. It gets reviewed on the same schedule as the search terms report, because the two are the same job seen from opposite ends.
Where the Money Comes Back
Broad match with automated bidding and no negatives is the default setup and the most expensive one, so it is the first thing we tighten.
Then brand terms, tested for incremental lift rather than assumed. Then display separated from search, so each can be judged on its own numbers. Then conversion actions counting submissions rather than page loads.
Any one of those can be worth more than the fee, which is why our PPC management services start there rather than with bidding strategy.
What We Optimise Towards
Enquiries that turn into money. Impressions, clicks, click-through rate and position are diagnostics we watch, not objectives we chase.
That means the account has to connect to whatever happens after the click. Where that connection does not exist yet, building it comes first, and that is attribution work.
The First Ninety Days
Weeks one and two are measurement: tracking verified end to end, the account audited, and a baseline recorded so later claims can be checked against something.
Weeks three to six are subtraction. Negatives added, broad match tightened, display separated, and the campaigns that cannot be judged split until they can be.
From week seven the account is stable enough to test deliberately, one change at a time, against the cost per enquiry rather than against the click-through rate.
What Reporting Looks Like
Monthly, against the cost per enquiry and the revenue behind it, with the raw data available rather than compressed into a slide.
Forecasts come from your own account history as a range, and we report against them. Tell us what an enquiry is worth to you, and whether anything currently records one.
Related Services
Where the landing page is the constraint rather than the traffic, that is conversion rate optimisation.
Where the campaigns are social rather than search, that is paid social, and where the organic side needs the same attention, start at technical SEO.