PPC / Google Ads

PPC management is the professional operation of paid search advertising — primarily Google Ads — where every dollar of ad spend is directed by keyword research, tested ad creative, engineered landing pages, and bid strategies tuned to your actual cost-per-acquisition targets. Done well, PPC is the fastest predictable revenue channel available to a US business: campaigns can generate qualified leads within days of launch. Done poorly, it is the fastest way to burn budget, because Google will happily spend your money on irrelevant clicks unless someone actively prevents it.

The difference between the two outcomes is management. Google Ads is an auction system layered with automation, and its defaults are optimized for Google’s revenue, not yours. Broad match keywords without negative lists, auto-applied recommendations left unchecked, conversion tracking that counts page views as leads, landing pages that don’t match ad intent — these are the default states of an unmanaged account, and each one quietly transfers your budget to Google. Our job is to run the account the way an owner would: skeptical of defaults, obsessive about intent match, and accountable to return on ad spend.

What full-funnel PPC management includes

Every engagement starts with a forensic account audit (or a clean build for new advertisers): campaign structure, keyword match types, search-term history, Quality Score distribution, and tracking integrity. We fix conversion tracking first — GA4 events, enhanced conversions, and CRM import where available — because bidding algorithms are only as smart as the data they learn from. Then we restructure around intent: branded defense, high-intent exact and phrase match cores, Performance Max for incremental reach with strict asset and audience controls, Shopping for ecommerce with feed optimization, and remarketing sequences for abandoned carts and stalled pipeline.

Ongoing management is weekly, not monthly: search-term mining to harvest new keywords and add negatives, ad copy testing with responsive search ads, Quality Score improvement (expected CTR, ad relevance, and landing page experience — the three components that directly lower your cost per click), bid strategy calibration between target CPA, target ROAS, and manual controls as data accumulates, and budget reallocation toward the campaigns and geos that convert. Landing pages get conversion-rate treatment: message match from ad to headline, single clear calls to action, trust signals, and fast load times — because a 20% lift in conversion rate is a 20% cut in cost per lead without touching bids.

Ad spend, fees, and who owns what

Two numbers matter and they are separate: your ad spend (paid directly to Google from an account you own) and our management fee. You keep full ownership and admin access to the ad account, the Google Analytics property, and all historical data — if we ever part ways, everything stays with you, which is exactly how it should be. Typical US cost-per-click realities shape strategy from day one: legal, insurance, and SaaS clicks can exceed $50, while local services often sit in the $5 to $25 range. We set expectations against your margins before launch, because a campaign that “works” at a CPA above your gross profit is not working.

PPC fits businesses that need pipeline now: lead generation, ecommerce, local services with capacity to fill, and B2B companies with long cycles that need remarketing to stay in the consideration set. It is the wrong channel when unit economics can’t support the click costs, when the website can’t convert the traffic (we will tell you that in the audit rather than take your fee), or when nobody is searching for what you sell yet — in which case demand generation, not search capture, is the answer.

How PPC and SEO work together, and how we measure

We run PPC and SEO as one system, not two vendors. Search-term reports from paid campaigns reveal converting keywords worth targeting organically; SEO content lowers your blended customer acquisition cost over time; and holding both the ad slot and the organic listing for high-intent queries measurably increases total click share. Our reporting reflects this: ROAS and CPA by campaign, impression share against competitors, Quality Score trends, conversion rate by landing page, and the blended CAC across paid and organic — the number your business actually runs on.

The mistakes we fix most often are consistent: sending paid traffic to a generic homepage instead of a dedicated landing page, counting the wrong conversions (or none), broad match with no negative keyword discipline, “set and forget” accounts untouched for months, and confusing clicks with customers in reporting. Realistic timelines: the learning period runs 2 to 4 weeks while algorithms calibrate, meaningful optimization compounds over 60 to 90 days, and seasonal or competitive accounts need continuous management — ad auctions never sleep. If organic growth is also on your roadmap, our SEO strategy service is designed to pair with paid search; and when landing pages need rebuilding for speed and conversion, our WordPress development team builds them to the same performance standard. Start with a free audit — we will show you exactly where your current account (or your competitors’ visible strategy) is leaking money, and what we would do differently.