PPC Management
A Google Ads account does not manage itself, whatever the interface suggests. Left alone it drifts towards broad matching, wide targeting and whichever suggestion Google made last. Good management is mostly the unglamorous work of reading what people actually searched for and deciding, again and again, whether that traffic was worth paying for. This page covers what that work involves, how to judge it, and when it is the wrong thing to buy.
What is included
- A review of any existing account: ownership, conversion actions, search terms, structure and settings
- Conversion tracking defined, built or repaired, and checked with a test enquiry
- Search campaign structure organised by intent, offer and margin
- Responsive search ads and assets written for each theme of search
- Search term reviews with negative keywords added to shared lists
On this page
- What do PPC management services actually include?
- When is PPC the wrong thing to spend money on?
- How should a Google Ads Search campaign be structured?
- How should conversion tracking be set up before spending starts?
- Which searches should you block as negative keywords?
- What is Quality Score, and does it matter?
- How much do landing pages decide what PPC achieves?
- What does a PPC manager actually do from one week to the next?
- Should you accept Google's automatic recommendations?
- How do you audit an existing Google Ads account?
- Pay per click agency, paid search agency or PPC consultant: which do you need?
- What should you ask a PPC supplier before you sign?
- What makes one PPC account cost more to manage than another?
What do PPC management services actually include?
PPC management is the ongoing running of paid search campaigns, usually on Google Ads: building the account structure around what people search for, defining what counts as an enquiry, deciding which searches to pay for and which to block, writing and testing ads, setting bids against real conversions, and checking the page the click lands on.
That list is the job. What it is not is a glance at a dashboard and a summary email. The platform will spend your budget faithfully whether or not the traffic is any good, so the value of a manager sits in the decisions the interface will not make for you: which of the searches that triggered your ads were never going to buy, whether the conversion count means what it says, and whether the page deserves more traffic.
The same work goes under several names. A pay per click agency, a paid search agency and a Google Ads management agency are, in practice, the same kind of business; if you still say Google AdWords, that is the old name of the same platform, renamed Google Ads in 2018. A PPC consultant usually means one person doing the work alone, which is a real difference and is covered in the comparison below.
Everything about who owns the account and who pays for the media is set out on the main paid advertising page and applies here unchanged. This page goes into the Search side in more detail than that one can. Product campaigns for online shops are covered on the Google Shopping page, and Meta and LinkedIn on the paid social page.
The point
Everything about who owns the account and who pays for the media is set out on the main paid advertising page and applies here unchanged.
When is PPC the wrong thing to spend money on?
PPC is the wrong spend when nobody searches for what you sell, when your margin cannot carry the price of a click, when your website cannot turn a visit into an enquiry, or when the business cannot answer the enquiries it already gets. In each case better management changes the outcome very little, because the constraint is somewhere else.
Search advertising captures demand that exists. If you sell something new enough that people do not yet have words for it, there is nothing to capture, and the money is better spent where people discover things. If people do search for it but each click costs more than a customer can repay, no amount of skill changes that sum. It is arithmetic, and choosing between SEO and PPC starts with the same arithmetic.
The less obvious cases are the two where the advertising works and the business does not. A page that cannot convert wastes every click you buy, and fixing that page comes before raising any budget. An enquiry that waits days for a reply is lost to whoever answered first. Very small budgets are a quieter version of the same problem: too few conversions for anyone, human or automated, to learn from. If any of this describes you, you would be better told so before the account is opened than after.
How should a Google Ads Search campaign be structured?
Around intent, not around the keyword list. Separate campaigns for separate offers or margin levels, ad groups holding one tight theme of search, one landing page per theme, and brand searches kept apart from non-brand so a cheap, high-converting segment cannot flatter the rest of the account.
- Brand and non-brand in separate campaigns. People searching for your company name convert readily and cost little. Blended with everything else, they make the account look healthier than it is and hide the cost of winning a customer who had never heard of you.
- One campaign per distinct offer or margin level. Budget is set per campaign, so a profitable service and a marginal one should not share a pot. Put them together and the platform spends where clicks are cheapest, which is rarely where the profit is.
- Ad groups built on a single theme. Each holds searches that mean the same thing, so the ad can repeat the searcher's own words and the page can answer the same question. A single ad group holding dozens of loosely related keywords cannot do that, and it needs a landing page built for the theme to finish the job.
- Match types chosen deliberately. Exact and phrase match keep control with you. Broad match hands interpretation to Google, which can work when conversion tracking is accurate and the search terms are being read, and works badly when neither is true. It is a decision, not a default.
- Responsive search ads with real variety. Google assembles combinations from the headlines and descriptions supplied, so each should offer a different angle: a specific service, a proof point, a point of difference, a clear call to action. Five rewordings of one line give the system nothing to choose between. Pinning is kept for things that must appear, such as a required legal line, because it narrows what the platform can learn.
- Assets used for what they are. Sitelinks to the pages people genuinely need, call assets where phone enquiries matter, callouts and structured snippets for facts that will not fit in a headline.
- Location, language, device and schedule set for how the business operates. The location option is the one most often left on its default of presence or interest, which includes people who merely searched about your area from somewhere else.
- A bidding method matched to the conversion data available. A new account with few conversions gives automated bidding too little to learn from, so early control is often manual or click-based. Once conversions accumulate, targets based on conversions or conversion value become sensible. Switching early because the interface suggests it is a good way to lose control of cost.
How should conversion tracking be set up before spending starts?
Define what counts as an enquiry, then make the platform record exactly that and nothing else: a submitted form, a call over a sensible length, a booked appointment, a chat that reached a person. Mark those as primary conversions, keep softer signals as secondary, and check each one by submitting a real test enquiry before any budget is switched on.
As on the paid advertising page, this is where the work starts, and the detail is mostly about avoiding double counting. The Google tag is usually deployed through Tag Manager. Conversions can be recorded natively in Google Ads or imported from GA4, but one source should be primary for each action, or the same enquiry is counted twice and the bidding learns from a fiction. Enhanced conversions pass hashed first-party details such as an email address to improve matching. Visitors' consent choices change how much the platform can see, and modelled conversions fill part of that gap; what the consent banner must say is a decision for whoever is responsible for your data protection, and the tags simply have to respect whichever choice a visitor makes.
Two failures turn up repeatedly. One is a conversion that fires on every page load, or on a click of the telephone number counted as though it were an answered call. The other is stopping at the form. Where the sales cycle is long, the useful signal is which enquiries became customers, and that can be sent back to Google Ads as an offline conversion so bidding learns from sales rather than form fills. It needs a record of what happened to each enquiry, which is the job of a CRM built around your sales process. Where enquiries differ in value, pass the value as well.
The point
One is a conversion that fires on every page load, or on a click of the telephone number counted as though it were an answered call.
Which searches should you block as negative keywords?
Block searches where the person wants something you do not sell: jobs, free versions, DIY, training, the wrong product or the wrong place. Do not block a search merely because it looks unpromising, since some of those buy. The search terms report, not a standard list copied from another account, should decide each case.
| Kind of search | What it looks like | Block it? |
|---|---|---|
| Job seekers | Your trade or service followed by jobs, careers, salary, vacancies or apprenticeship. | Almost always, at account level. Nobody looking for work is going to buy from you. |
| Free and DIY | Free, template, how to, tutorial, do it yourself. | Usually yes. The exception is when you sell the template or the course. Informational searchers can still be useful, but that is a job for organic content, not for paid clicks. |
| The wrong product | A neighbouring item or part that you do not supply, reached through broad or phrase matching. | Yes, but at the campaign where it appears rather than account-wide, since the same search may be right for another campaign. |
| The wrong place | Towns outside your service area, or location words that do not apply to you. | Yes, but fix the location settings first. Negatives are the second defence, not the first. |
| Research and comparison | Best, versus, reviews, alternatives, prices. | Decide on the data. These convert less readily than buying searches, but some are late-stage buyers. Cost per enquiry should settle it, not instinct. |
| Competitor names | A search for another firm by name. | A strategy decision, not a rule. Often expensive and low-converting; occasionally worth testing deliberately and separately. |
| Your own brand | Your company name, appearing in a campaign meant to find new customers. | Keep it out of generic campaigns with a negative so the brand campaign gets it and the numbers stay honest. |
| Existing customers | Login, contact number, track my order, support. | Yes for acquisition campaigns, and make sure these people have a better route than a paid click. |
What is Quality Score, and does it matter?
Quality Score is a one to ten diagnostic that Google shows for each keyword, summarising three things: how likely your ad is to be clicked, how relevant it is to the search, and how good the landing page experience looks. Google describes it as a diagnostic, not a direct input to the auction, but the factors behind it do influence ad rank and so what a click costs.
Use it as a pointer to weak spots, never as a target to chase. Look at the three components, not the single number. Below-average ad relevance means the ad does not echo what was searched, which usually points to ad groups that are too broad. Below-average expected click-through rate points to weak ads or loose matching. Below-average landing page experience points at the page, and that is where most of the cost of a poor score ends up.
Two traps are worth knowing. Brand keywords score highly almost by default, so an account heavy on brand terms posts a flattering average that says nothing about the searches you are paying to win. And a score can be pushed up by narrowing to terms that were already converting, which makes the number better and the business no bigger. The honest route to better scores is the dull one: tight ad groups, ads that repeat the search, and pages that load quickly on a phone, where site speed and crawlability decide more than any advertising setting.
The point
Brand keywords score highly almost by default, so an account heavy on brand terms posts a flattering average that says nothing about the searches you are paying to win.
How much do landing pages decide what PPC achieves?
A great deal, often more than the campaign. The click only buys a visit; the page decides whether it becomes an enquiry. If the page does not repeat what the searcher asked for, hides the next step, loads slowly on a phone or asks for too much, better bidding will not rescue the cost per enquiry.
A page that earns paid traffic is not complicated. Its first heading uses the words of the search. It shows enough proof to make a stranger comfortable. It offers one clear next step, with a phone number that can be tapped and a form that asks only what you need in order to reply. It is fast on a mobile connection, and it is honest, since a page that overstates what you do invites policy trouble as well as bounces.
The structural problem is who controls it. Where the page belongs to somebody else, a web agency working through a ticket queue or an internal team with other priorities, every improvement the campaign needs waits. Because we also build sites, a change can be made as part of the same piece of work, which is the one real advantage of buying both from one supplier. It is also why conversion-focused page work comes before a budget increase, and why a poorly structured site is sometimes better solved by a proper build than by another round of tweaks.
The point
Where the page belongs to somebody else, a web agency working through a ticket queue or an internal team with other priorities, every improvement the campaign needs waits.
What does a PPC manager actually do from one week to the next?
Mostly small, repeated decisions about money: reading search terms, blocking waste, checking that tracking still works, testing ads, adjusting targets against conversions and keeping the page in step. How often each job needs doing depends on the account's size and how fast its market moves. None of it is a report.
- Read the search terms report. The list of actual searches that triggered ads, ordered by cost. Add negatives for what was never going to buy and promote the good ones into their own keywords. It is the highest-value task in the account and the one that cannot be automated. Negative keywords do not match close variants, so plurals and misspellings must be added deliberately.
- Check spend against budget. Is one campaign limited by budget while a weaker one is not? Is a day's spend unusually high, and why?
- Confirm that tracking still fires. Site updates, plugin changes and edits to a consent banner break tags without announcing it. A conversion count that suddenly falls is usually a tag problem before it is a market problem, which is one reason a site on a proper maintenance plan is easier to advertise for.
- Test and retire ads. Replace weak assets, write new angles, and treat the platform's asset ratings as a rough indication rather than a verdict.
- Review targets against real outcomes. If bidding is set on conversions, check the target still reflects the margin and the quality of enquiry, not last season's assumptions.
- Look at who else is in the auction. Auction insights show overlapping competitors. They are useful context and a poor reason to chase someone else's bids.
- Look for patterns by device, location and time, and adjust only where the data is strong enough to justify it.
- Deal with disapprovals, policy warnings and account notices before they stall a campaign.
- Ask what the enquiries turned into. Which became customers and which wasted time? Without that feedback the account optimises for enquiries that merely look like customers, so how enquiries are recorded shapes how good the optimisation can be.
- Keep a record of what changed and why, so results can be read against decisions.
Should you accept Google's automatic recommendations?
Treat them as suggestions from a party that earns more when you spend more. The optimisation score estimates how closely an account follows Google's suggestions; it does not measure profit. Auto-apply settings can add keywords, widen targeting or raise budgets without anyone deciding to. Check which auto-apply options are switched on in your account, and read the change history for any edit nobody can explain. How to choose a PPC agency lists the questions that bring this out.
How do you audit an existing Google Ads account?
Work from the outside in: confirm who owns the account and what counts as a conversion, then read the search terms, then check structure, settings, ads and landing pages. The first three tend to explain most of the waste, and you can do all of it with read access and no specialist software.
- Ownership and access. Whose payment method is on the account, and who is the administrator? Can the person who set it up remove you?
- Conversion actions. Open each one and see what fires it, whether it counts once or every time, whether it is primary or secondary, and whether any live in another party's account and are only shared with yours. Then submit a test enquiry and watch it arrive.
- Search terms. Download a decent stretch of data, sort by cost and read the top of the list as a customer would. Be honest about how much of it you would be glad to pay for.
- Structure. Look for campaigns bidding on the same searches against each other, brand mixed with non-brand, and one oversized ad group holding everything.
- Settings. Check the network options for Search campaigns, the location option, ad schedule, device adjustments, language and any auto-apply recommendations.
- Bidding and budgets. Does the strategy fit the amount of conversion data? Is a good campaign starved of budget while a poor one is not? Are targets arbitrary?
- Ads and assets. Is there real variety, are any ads disapproved, and does each ad promise what its page delivers?
- Landing pages. Click through every ad on a phone, on a mobile connection, as a customer would.
- Change history. Read it. When did performance move, and what changed just before?
- Write the findings in order of money at stake, because that order, not the order above, is the plan. What a PPC agency should actually do is a useful yardstick for what you find, and where you would rather have the review done for you, an account review is the first step of our paid advertising service.
Pay per click agency, paid search agency or PPC consultant: which do you need?
A PPC consultant suits a small account where you want one named person. A specialist agency suits several campaigns that need cover. A full-service agency suits search that must be coordinated with the website and other channels. In-house suits steady volume. The work is the same in each case; what changes is who does it and who covers absence.
| Option | Suits you when | Watch for |
|---|---|---|
| PPC consultant (one person) | The account is modest in scope and you want direct access to the person doing the work. | Cover for holidays and illness, and whether they can change the landing page or can only advise on it. |
| Specialist pay per click agency | There are several campaigns, markets or accounts, and you want a team that does only paid media. | Who actually works in your account. Senior people often sell and junior people run it. Page changes may need another supplier. |
| Full-service digital agency | Search needs coordinating with the website, SEO and other channels, as in a wider digital marketing plan. | PPC treated as an add-on handled by generalists. Ask who reads the search terms. |
| In-house hire | Spend and complexity are steady enough to keep one person busy, and you can train and support them. | A single point of failure, no outside comparison, and the cost of hiring. See how an in-house hire compares with the alternatives. |
| Doing it yourself, set up properly | The budget is small, the offer is simple, and you have time to read the search terms regularly. | The time it takes, and the platform's steady nudges to spend more. A one-off review can be enough. |
| Prabhu Solutions | Closest to a specialist with a build team behind it: we run Search campaigns and also build the websites, tracking and software around them, which helps when the page or the CRM is the constraint. About us says more. | If you want a boutique that does nothing except paid search, a specialist will fit you better. We would rather say so. |
What should you ask a PPC supplier before you sign?
Ask who will work in your account, what they will read first, how they define a conversion, whose name is on the billing, and what happens to the account if you leave. How specifically the answers are given matters more than what they are: vague answers describe a process, specific ones describe work.
| Question | A good answer sounds like | A worrying answer sounds like |
|---|---|---|
| Whose name is on the account and the billing? | Yours, with the supplier invited in as an administrator. | Ours, for convenience. Or: we buy the media and invoice you. |
| What will you look at first? | Conversion tracking, then the search terms report. | Keyword research and a new campaign build. |
| What counts as a conversion, and how will you check it? | Specific: forms submitted, calls of a set length, tested with a real enquiry, reported by campaign. | Clicks, impressions and traffic. |
| Who actually works in my account? | A named person, and who covers when they are away. | Our team. |
| How do you decide when to use broad match or automated campaign types? | Only where tracking is accurate and the search terms are being read. Retailers can see the Performance Max discussion. | Always, because Google recommends it. |
| Can I see the search terms report? | Yes, in full, along with what has been blocked and why. | Reluctance, or summaries only. |
| How would you tell me to stop? | By describing a threshold tied to your margin and enquiry value. | We will keep optimising until it works. |
| What happens to the account and its history if we part? | Everything stays with you; access is removed, not campaigns deleted. | A notice period, or campaigns paused or removed. |
| Can you change the landing page, or only recommend changes? | Describes who makes the change and how it is checked. | The website is outside our scope; send us a brief. |
What makes one PPC account cost more to manage than another?
The number of separate things you sell, how much tracking has to be built or repaired, how contested the searches are, how many markets or languages apply, whether landing pages need work, and whether the account is new or inherited. These drivers apply whatever fee model a supplier uses. The media itself is a separate cost.
- How many separate offers need their own structure. Ten services with distinct audiences take more building and tending than one.
- The state of tracking. Building from nothing is one job; unpicking a tangle of duplicate and inherited conversion actions is another, and often takes longer.
- How contested the searches are. More competitors means more testing, more careful targeting and more reading of the data. The price of the clicks is set by the auction and is part of the media cost, not the management cost.
- Geography and language. Several regions or languages multiply campaigns, ads and pages.
- Landing pages. If pages must be written or built, that is website work and is scoped separately from the campaign.
- Offline conversion import and CRM links. Worth doing when the sales cycle is long, and they add real set-up work.
- Inherited accounts. A review comes first and its findings decide how much is rebuilt.
- Market ranges, with their sources, are collected in our Google Ads management cost guide. If you can describe your market and your account, ask us to scope it: scoping looks at the drivers above rather than at a standard package.
What PPC Management covers
Not a menu to pick from. Most projects use some of this and ignore the rest, and the scope conversation is mostly about working out which half you actually need.
Search campaign structure
Brand and non-brand separated, campaigns split by offer and margin, ad groups built on a single theme of search. The shape of an account decides how much control you have over budget later.
Conversion tracking definition
Deciding what counts as an enquiry, recording exactly that, and checking it with a real test submission. Calls, forms, bookings and offline outcomes where the sales cycle justifies them.
Search term and negative keyword work
Reading the searches that actually triggered ads and blocking the ones that were never going to buy, organised in shared lists by type so the work carries across campaigns.
Ad copy and assets
Responsive search ads written with genuinely different angles, plus sitelinks, call assets and callouts used for what they are rather than filled in to complete the form.
Bid strategy selection
Matching the bidding method to the amount of conversion data available, and changing it only when there is enough data for the change to be an improvement.
Landing page assessment
Checking whether the page repeats what the searcher asked for, offers one clear next step and works on a phone, and building or changing it where it does not.
Existing account audit
Ownership, conversion actions, search terms, structure, settings, ads and pages reviewed in the order that finds the most wasted money first.
Change history and decision notes
Every meaningful change recorded with the reason, so results can be read against decisions rather than against guesses.
Why this is worth doing properly
Structure you can read
Each campaign answers one question, so a budget decision is a decision about a product, a service or a margin level, not a guess about a tangle of keywords.
Waste found in the data
Negative keywords come from the searches your ads actually appeared for, not from a generic list copied between accounts.
Automated bidding fed accurate signals
Smart Bidding is only as sensible as the conversions it is shown. Counting the right events, once each, is what lets the automation work for you instead of against you.
An honest answer on whether PPC suits you
Some markets cannot carry the cost of a click and some sites cannot convert one. You will be told which, with the reasoning, rather than sold a retainer to find out slowly.
A page that can take the traffic
We build websites as well as run campaigns, so when the landing page is the problem the fix is part of the same piece of work rather than a request to another supplier.
Decisions you can verify
The account's own change history shows what was altered and when. Anything that cannot be explained from it is worth asking about.
What you are handed, and who this suits
Deliverables
- A written account structure: campaigns, ad groups, match types and the page each theme points to
- Conversion definitions documented: what counts, what fires it and what it is worth
- A negative keyword list built from real search terms and organised in shared lists by type
- Responsive search ads and assets written for each theme
- A bid strategy recommendation with the reasoning behind it
- Landing page findings, with specifications or a build where the page is the constraint
- A written audit of an existing account, with findings ordered by the money at stake
- Reporting led by enquiries and cost per enquiry, by campaign
Everything on that list is yours on final payment, in your own company's accounts — the handover is written into the contract, not offered as a favour at the end.
Usually a fit for
- Businesses whose customers already search for what they sell
- Owners with an existing account that nobody explains and nobody seems to read
- Companies where a handful of enquiries is worth a great deal, such as trade, professional and B2B services
- Businesses prepared to fix the landing page if the page turns out to be the problem
- Teams that know roughly what an enquiry and a customer are worth
- Anyone weighing up a PPC consultant against an agency and wanting to know what each should actually do
Built with
- Google Ads Search campaigns
- Google Tag Manager
- Google Analytics 4
- Enhanced conversions
- Google Consent Mode
- Responsive search ads
- Shared negative keyword lists
- Offline conversion import
- Call tracking
Chosen per project, not per fashion. If your team already runs something else and can maintain it, that usually wins.
Ask what this would involve for youFour gates, and you sign off at each one
Every stage ends with something you can read and approve — review and tracking, structure and build, launch and search terms, refine against outcomes. Nothing moves to the next stage until you say so.
- 01
Review and tracking
Read the existing account or the market, define what counts as an enquiry, and make the tracking record exactly that. Nothing is optimised until the numbers mean what they say.
- 02
Structure and build
Campaigns split by offer and margin, ad groups built on single themes, ads written per theme, each theme pointed at a page that answers it.
- 03
Launch and search terms
Go live, then read the searches that triggered ads and block what was never going to buy. Judge results against enough conversions to mean something.
- 04
Refine against outcomes
Adjust bids, budgets, ads and pages against enquiries and what they turned into, and stop or reduce where the data says the market will not pay back.
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Frequently Asked Questions
What do PPC management services include?
Account structure, conversion tracking, keyword and match type decisions, ad writing, search term reviews with negative keywords, bid strategy, and checking the landing page the click arrives on. The ongoing part is mostly reading what people searched for and deciding what was worth paying for, which is judgement rather than something the platform does for you.
How do I choose a PPC agency?
Ask who will work in your account, what they will read first, how they define a conversion, and what happens to the account if you leave. Specific answers are a good sign; a pitch about proprietary methods is not. Our guide to choosing a PPC agency sets out the full list of questions.
Is a pay per click agency the same as a paid search agency?
In practice, yes. Pay per click agency, paid search agency and Google Ads management agency all describe a business that runs search advertising for clients, and some also cover Shopping and social. The label tells you less than who will actually work in your account, so ask that question instead of comparing names.
Do I need a PPC consultant or an agency?
A consultant suits a small, stable account where one named person can handle everything. An agency suits several campaigns, cover for absence, or work that touches the website and other channels. Neither is better by default; the comparison of freelancer, agency and in-house applies to PPC like anything else.
How much do PPC management services cost?
There are two separate costs: the media, which you pay to the platform, and the management fee. The fee follows scope: how many campaigns, how much tracking needs repair, how contested the market is and whether pages need work. We do not publish prices. Sourced market ranges are in our Google Ads management cost guide.
Can a PPC manager take over an account someone else has been running?
Yes. A review comes first: who owns the account, what the conversion actions really count, what the search terms show and whether the structure holds together. Existing history is worth keeping, so many inherited accounts need tidying rather than rebuilding. If starting again is the better route, you will be told why.
Can you run PPC for a business outside the West Midlands?
Yes, across the UK, London included, and beyond. The work runs remotely by default: reviews, tracking, campaign builds and calls need nobody in the room. Being registered in Oldbury helps if you want to meet in person, and it does not decide who we can work with. Local businesses can start from our West Midlands page.
Do I need a separate landing page for Google Ads?
Usually a dedicated page for each main service beats the homepage, because it can repeat what the searcher typed and offer one next step. It need not be elaborate. If an existing service page already does both, use it. The test is whether the headline answers the search. Page builds are part of what we do.
What is a good Quality Score?
Higher is better on the one to ten scale, but treat it as a diagnostic, not a target. Look at the three components instead, expected click-through rate, ad relevance and landing page experience, and fix whichever reads below average. Brand keywords score highly almost by default, so an account-wide average can flatter a weak account.
How do I know if my PPC agency is doing a good job?
Check four things in your own account: the search terms report shows irrelevant searches being blocked, the conversion actions count real enquiries, the change history shows deliberate edits, and cost per enquiry moves in step with the work. If none of that can be shown, the reporting is describing activity rather than results.
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