What a PPC firm should deliver
A PPC firm plans, launches and runs your paid search and paid social campaigns so every dollar of ad spend is tracked to a lead or a sale, not just a click. The fundamental job is to build and manage campaigns where the cost per qualified lead is low enough to be profitable given your average deal size, and to improve that cost per lead consistently over time as the campaigns accumulate performance data.
Most PPC accounts we audit when taking on new clients have the same set of problems: broad match keyword settings that are spending budget on irrelevant searches, no negative keyword management, ad copy that has not been tested in months or years, landing pages that do not match the ad message, and conversion tracking that counts every form submission including spam and bot traffic. Fixing these issues is usually where the biggest efficiency gains come from in an established account.
PPC platforms we manage
Google Ads
Search, Shopping, Performance Max, Display and YouTube campaigns. Google Ads has the largest search volume in the US and is the right starting point for most businesses considering paid search.
Microsoft Ads
Bing search campaigns that reach a distinct demographic often overlooked by advertisers. Lower competition than Google Ads in many categories means lower cost per click, which can produce strong ROI for the right business types.
Meta Ads
Facebook and Instagram advertising for B2C businesses and B2B with strong visual products. Meta is better for awareness and retargeting than direct response in most B2B categories, but can be highly effective in B2C.
LinkedIn Ads
Sponsored content, lead gen forms and message ads for B2B companies targeting by job title, industry, company size and seniority. The highest cost-per-click platform but the most precise B2B targeting available in paid media.
Retargeting
Display and social retargeting campaigns that re-engage visitors who have been to your site but did not convert. Typically the most cost-efficient campaign type in a well-managed account.
B2B Paid Search
Specialist B2B paid search management with conversion definitions, attribution windows and reporting built around longer B2B sales cycles. We understand that a B2B lead generating campaign cannot be managed with the same approach as a B2C ecommerce account.
Our PPC management fee structure
We charge a flat monthly management fee, not a percentage of ad spend. Percentage-of-spend pricing creates an incentive to increase your ad budget regardless of whether it is producing profitable returns. A flat fee means our incentive is aligned with yours: producing the best possible results from the budget you have approved, not encouraging you to spend more.
Our management fee covers campaign setup or audit, ongoing optimization, conversion tracking setup, monthly reporting and direct access to the person managing your account. There are no hidden fees for campaign restructures, landing page reviews or reporting that most agencies charge extra for.