AdMarkupPaid search and social managed against pipeline, not clicks
PPC management is planning, building and optimising paid advertising campaigns on platforms such as Google Ads, Microsoft Ads, Meta and LinkedIn. Good management connects spend to qualified leads and revenue rather than to clicks or impressions.
The problem
Accounts often optimise toward the wrong conversions — page views, unqualified form fills — so automated bidding spends confidently on the wrong people. Broad match and automated placements leak budget into irrelevant searches.
How we approach it
We fix measurement first: offline conversion imports, value-based goals and clean attribution. Then we structure campaigns around intent, control search terms, test creative deliberately and send traffic to landing pages built for the offer.
Business outcomes
- Conversion tracking that reflects real business value
- Lower wasted spend on irrelevant searches and placements
- Clear reporting from spend to pipeline
- Landing pages that convert paid traffic
What's included
Account audit and restructure
Campaign, ad group and asset structure aligned to intent and margins.
Conversion tracking
Tag configuration, enhanced conversions and CRM offline imports so bidding learns from qualified outcomes.
Search term and placement control
Weekly negative keyword and exclusion management.
Creative and copy testing
Structured tests of headlines, offers and visuals with documented results.
Landing pages
Dedicated pages for high-spend campaigns, tested for conversion.
Reporting
Monthly reporting on cost per qualified lead, pipeline and revenue where data allows.
What you receive
- Account audit
- Tracking plan and implementation
- Campaign build
- Test log
- Monthly performance report
How we work
- 1
Audit
Review tracking, structure, spend allocation and search terms.
- 2
Fix measurement
Implement accurate conversion and value tracking.
- 3
Rebuild
Restructure campaigns around intent and economics.
- 4
Optimise
Manage bids, budgets, negatives and tests weekly.
- 5
Scale
Expand into channels and audiences once unit economics are proven.
How we measure it
- Cost per qualified lead
- Return on ad spend
- Pipeline and revenue from paid
- Impression share on core terms
Honest limitations
Ad platforms change auction behaviour constantly, and results depend on offer, margins and sales follow-up. We will not promise a specific cost per lead before seeing your data.
Frequently asked questions
- Do you charge a percentage of spend?
- We scope fees against the work required rather than tying them to how much you spend.
- Should we run PPC and SEO together?
- Usually yes. Paid search tests messaging and captures demand immediately while organic visibility compounds.
Related services
Let's build your growth system.
Tell us where you are now and what you need to reach. We'll come back with scope, sequencing and what we'd do first.