PPC and paid media: what managing Google Ads and Meta campaigns involves

Pay-per-click is the fastest way to put an offer in front of someone who is looking for it, and the fastest way to spend a budget on people who are not. Google Ads captures search intent; Meta, LinkedIn and TikTok build demand by audience; shopping and performance campaigns sell products directly. Managing them well is less about clever bidding and more about three disciplines: a campaign structure that isolates what works, conversion tracking that tells the truth, and weekly decisions to move budget toward what converts.

What PPC management includes

• Account audit and strategy — which channels and campaign types fit the product, the budget split, the target cost per acquisition.
• Campaign build — keyword and audience research, ad groups and assets, product feeds for shopping, negative lists, landing pages that match the ad.
• Tracking — conversions measured server-side with consent handled correctly, so optimisation runs on real leads and sales, not on clicks.
• Optimisation — weekly review of search terms, audiences, creatives, bids and budgets; A/B tests on ads and landing pages; scaling what works.
• Reporting — cost per lead and per sale, return on ad spend, by campaign, in a dashboard you can read without us.

What to expect

The first month is learning: small budgets across variants, data collected, losers cut. From the second month, scaling on the winners. Our fee is separate from media spend and agreed in advance; the media budget is yours and stays in your accounts.

What to prepare

• Access to existing ad accounts and analytics.
• Margins and the cost per acquisition the business can afford.
• Landing pages, or the willingness to build them.
• Markets, languages and seasonality.

Details on the PPC and paid media page.