PPC management
PPC management that is judged on revenue, not clicks
PPC management is the weekly work of deciding where your ad budget goes, what it says and what it is allowed to bid on, then proving what came back. We run Google Ads, Microsoft Advertising and Meta Ads for Bristol and UK businesses as one plan, set against the number your business actually cares about: cost per lead, cost per sale or return on ad spend.
In short
- One plan across Google, Microsoft and Meta
- Tracking fixed before spend goes up
- A written monthly report you can read without us
Not sure where to start? We review your account, tracking and landing pages first, in writing.
What PPC management actually involves
Most of the value is not in launching campaigns. It is in the hundred small decisions made after launch: which search terms to block, which ads to retire, which audiences to stop paying for, when to move budget from a campaign that has peaked to one that has not. An account left alone for a month drifts. Search terms widen, automated bidding chases the cheapest conversions rather than the best ones, and the budget quietly moves to whatever Google finds easiest to sell.
Our work splits into three layers, and the order matters.
- 01MeasurementConversion tracking in GA4 and the ad platforms, checked against your own records. If the account counts a page view as a lead, every decision after that is wrong. See analytics and tracking.
- 02StructureCampaigns grouped by what a click is worth to you, not by how the platform's setup wizard suggests. Brand, high-intent services, research terms and remarketing each get their own budget and their own target.
- 03OptimisationWeekly search term reviews, bid and budget changes, ad and landing page tests, and a monthly decision on where the next pound goes.
Which platforms, and in what order
For most businesses Google Ads comes first, because it captures people who are already searching for what you sell. Microsoft Advertising is usually the cheapest second step: the same search intent, a smaller and often older audience, and campaigns can be imported from Google. Meta comes in when the product is visual, the audience can be described by interests or life events, or when you need demand that search alone cannot create.
| Platform | Best at | Usually wrong for |
|---|---|---|
| Google Ads | People actively searching for a product or service | Products nobody knows to search for yet |
| Google Shopping and Performance Max | Online shops with a clean product feed | Lead generation businesses with no catalogue |
| Microsoft Advertising | Extra search volume at a lower cost per click | Very small budgets that need every click in one place |
| Meta Ads | Creating demand, visual products, retargeting | Urgent needs such as a burst pipe |
| YouTube Ads | Explaining a product before people search for it | Businesses without the budget to test video |
How we decide whether it is working
Before anything changes we agree one number that defines success and the range it should sit in. For a lead generation business that is usually cost per qualified lead, with a check on how many leads became customers. For a shop it is return on ad spend measured against your margin, because a 4x ROAS is a loss on some products and a windfall on others. Our ROAS calculator shows the break-even point for your margin.
Clicks, impressions and click-through rate are diagnostics, not results. They appear in the report so you can see why the main number moved, not as evidence that something happened.
Who we work with
Small and medium businesses in Bristol, the South West and across the UK: e-commerce brands, B2B and SaaS companies, local service businesses and professional firms. The common thread is that they are already spending on ads, or about to, and want to know exactly what that spend returns. If the budget is too small for paid search to produce a readable result, the audit will say so.
Related
Where this connects
Google Ads management
Search, Performance Max, Display and YouTube, built around the searches that buy.
Analytics and tracking
GA4, Tag Manager, server-side tagging and enhanced conversions, set up so the numbers are true.
Landing pages and CRO
The page the ad lands on, rebuilt and tested until more visitors become leads.
Free PPC audit
A written review of your account, tracking and landing pages, free and yours to keep.
Questions people ask us
What is the difference between PPC management and Google Ads management?
Google Ads management is one platform. PPC management covers every pay-per-click platform you use, usually Google Ads plus Microsoft Advertising and Meta, planned together so budget moves to whichever is producing the cheapest qualified result that month.
Do you work with businesses outside Bristol?
Yes. Paid search does not need us in the same room, and most of our work is done by video call and email. Bristol and the South West are our focus, but clients anywhere in the UK get the same process.
Will I own my ad accounts?
Yes. The accounts are created in your name, or stay in your name if you already have them, and we are added as managers. If you stop working with us, you keep the accounts, the history and the tracking.
How quickly will I see results?
Search campaigns usually produce readable data within two to four weeks, once enough clicks have arrived to judge them. Automated bidding needs a learning period after big changes, and most accounts settle into a steady cost per result over the first two to three months.
How do you charge?
A fixed monthly management fee, quoted after the free audit and set out in writing before anything starts. Ad spend is paid by you directly to the platform, so you always see exactly what was spent. See the pricing page for how the fee is worked out.
Stop guessing. Start scaling.
Find out where your paid advertising is losing money and where the next profitable campaign is hiding. The audit is free and you keep it whatever you decide.