Our PPC ads services are billed as a flat fee for the work. Telling you to spend less, pause a campaign, or move budget to organic costs us nothing.
Those are the three recommendations a percentage model can never make comfortably, and they are often the most valuable ones available.
What PPC Ads Services Should Fix Before Bidding
Conversion tracking that actually fires. We verify a conversion is recorded when one happens and not when somebody loads a thank-you page twice, because every automated bidding strategy inherits that error and amplifies it.
Account structure you can read. Campaigns split the way the business is split, so a report answers which spend produced which lead without a spreadsheet exercise.
Search terms rather than keywords. What people actually typed, reviewed regularly, with the irrelevant excluded. This is where wasted spend usually lives.
A negative list that is maintained, reviewed on the same schedule as the search terms report, because the two are one job seen from opposite ends.
Where the Money Comes Back
Broad match with automated bidding and no negatives is the default setup and the most expensive one available, so it is the first thing we tighten.
Then brand terms, tested for incremental lift rather than assumed. Then display separated from search so each can be judged on its own numbers. Then conversion actions counting submissions rather than page loads.
Any one of those can be worth more than the fee, which is why our ppc ads services start there rather than with bidding strategy.
The First Ninety Days
Weeks one and two are measurement: tracking verified end to end, the account audited, and a baseline recorded so later claims can be checked against something.
Weeks three to six are subtraction. Negatives added, broad match tightened, display separated, and campaigns split until each can be judged.
From week seven the account is stable enough to test deliberately, one change at a time, against cost per lead rather than click-through rate.
Reporting You Could Hand an Accountant
Monthly, against cost per lead and the revenue behind it, with the raw data available rather than compressed into a slide.
Forecasts come from your own account history as a range, and we report against them each month. When a number moves down, the report says so and names the change that preceded it.
What We Optimize Toward
Leads that turn into revenue. Impressions, clicks and position are diagnostics we watch, not objectives we chase.
That means the account has to connect to what happens after the click. Where that connection does not exist, building it comes first, and that is attribution work.
Tell us what a lead is worth to you, and whether anything currently records one.
Related Services
Where the landing page is the problem rather than the traffic, that is conversion rate optimization.
Where the campaigns are social rather than search, that is paid social, and the organic side starts at e-commerce SEO or local SEO.