The problem: spend goes up, clarity goes down
Companies looking for PPC management services usually arrive with one of two accounts. The first was set up quickly, has run for years on default settings, and nobody is sure which campaigns pay for themselves. The second is managed by a generalist who reports clicks and impressions while the finance team asks what the cost per customer was. In both cases the platform’s automation is making decisions that nobody in the business has reviewed.
PPC rewards precision. Small errors in conversion tracking, match types, negative keywords or budget allocation compound daily, and Google’s own recommendations are optimised for Google’s revenue rather than yours. Good management means owning those decisions and checking them against your actual margins.
What PPC management includes
Pay-per-click management is the ongoing planning, building, optimisation and reporting of paid campaigns where you pay per click or per impression. For most of our clients that means Google Ads and Microsoft Advertising, across these formats:
Search Ads
Text ads on queries with clear intent. The core of most B2B and lead-generation accounts, and the channel where keyword strategy and match-type discipline matter most.
Shopping Ads
Product listings driven by your Merchant Center feed. Performance depends as much on feed titles, attributes and pricing as on bids.
Performance Max
Google’s automated campaign across Search, Shopping, YouTube, Display, Gmail and Discover. Powerful with good conversion data and asset quality; wasteful without it.
Display
Banner and responsive ads across the Google Display Network. We use it mainly for remarketing and tightly targeted prospecting, with strict placement exclusions.
Remarketing
Re-engaging visitors who did not convert, segmented by page depth, cart value or lead-form abandonment, with frequency caps that respect the user.
Microsoft Advertising
Often overlooked, usually cheaper per click, and worth importing once Google campaigns are proven, particularly for B2B and older demographics.
Meta, LinkedIn and TikTok campaigns are managed under our paid social service. Deeper Google Ads account work, such as restructures and Smart Bidding strategy, is covered on our Google Ads management page.
Who this service is for
- Lead-generation businesses spending upwards of a few thousand a month who need cost per qualified lead, not cost per form fill.
- E-commerce retailers running Shopping and Performance Max who want ROAS reported by product margin, not blended across the catalogue.
- SaaS and technology companies where trials and demos have very different values and bidding needs to reflect that.
- Businesses in finance, healthcare or property with policy restrictions that require careful campaign and landing page compliance.
What Axoria does
How we make the decisions that matter
Keyword strategy: bid on intent, not on vocabulary
We build keyword sets from your search-term history, competitor gap data and sales conversations, then classify each by intent: buy now, compare, research, support. Support and research queries are usually excluded or moved to low-cost campaigns. A commercial cleaning company, for example, should not be paying for “how to clean an office carpet” at the same bid as “commercial cleaning services quote”.
Structure: control what the algorithm can see
Campaign structure determines what budget goes where and what data each bidding strategy learns from. We separate brand from non-brand, high-intent from research, and product lines with different margins. We consolidate ad groups where over-segmentation is starving Smart Bidding of data, and split them where a single campaign is hiding a loss-making segment.
Negative keywords: the weekly discipline
Broad match and Performance Max both widen reach aggressively. Search-term reports are reviewed every week in the first three months and at least fortnightly thereafter. Negatives are organised into shared lists by theme (jobs, free, DIY, competitors we do not want, irrelevant locations) so they apply consistently across the account.
Bidding: automation with guardrails
Target CPA and Target ROAS bidding work well when a campaign generates enough conversions for the model to learn (as a rule of thumb, dozens per month rather than a handful) and when the conversion values are accurate. Below that threshold we use Maximise Conversions with a cap, or manual CPC with enhanced bidding, and move to value-based bidding as data accumulates. We do not switch strategies more often than the learning period allows.
Budget optimisation: spend on marginal returns
The question is never “which campaign has the best ROAS” but “where does the next unit of spend produce the best return”. Campaigns limited by budget with strong marginal performance receive more; campaigns whose extra spend is buying diminishing conversions are capped. We model this monthly and show you the reasoning.
Landing pages are part of the campaign
Ad relevance, expected click-through rate and landing page experience together determine Quality Score, which affects both cost per click and eligibility. A campaign sending traffic to a slow, generic homepage will pay more per click and convert less. We review landing pages in the audit and treat them as a lever, not someone else’s problem.
Our PPC process
Audit
Two weeks reviewing account history, conversion tracking, search terms, structure, settings, competitors and landing pages. You receive a written findings document with prioritised fixes.
Plan
Targets agreed in your terms (CPA, ROAS, qualified leads per month), campaign architecture designed, tracking plan written, and budget split by campaign.
Build and fix tracking
Conversion actions rebuilt where needed, campaigns constructed, negative lists loaded, ads and assets written and approved by you.
Launch and stabilise
The first four to six weeks focus on search-term hygiene, bid learning periods and early landing page issues. We do not judge performance on week one.
Optimise
Weekly search-term reviews, ad and asset tests, bid strategy adjustments, budget reallocation, and landing page experiments run in agreed cycles.
Report and review
Monthly reporting against targets and a quarterly strategy review covering what to scale, what to cut and what to test next.
Tools we typically work with
Google Ads and Google Ads Editor for build and bulk changes. Microsoft Advertising with campaign import. Google Merchant Center and a feed tool (Feedonomics, DataFeedWatch, Channable or similar) for Shopping. GA4 and Google Tag Manager for tracking. Looker Studio for reporting. Semrush or SpyFu for competitor auction insight, and Hotjar or Microsoft Clarity for landing page behaviour. Call tracking (CallRail or similar) where phone leads matter.
How PPC results are measured
We agree the primary metric before launch and report on it first, every month. For lead generation that is usually cost per qualified lead, which requires feeding lead status back from your CRM. For e-commerce it is ROAS or, better, profit on ad spend using margin data at the product level. Clicks, impressions and CTR are diagnostics, not results.
| Business model | Primary metric | Supporting metrics |
|---|---|---|
| Lead generation | Cost per qualified lead (CRM-validated) | Lead-to-opportunity rate, conversion rate by campaign, impression share on priority terms |
| E-commerce | ROAS or profit on ad spend by product group | New vs returning customer share, average order value, Shopping impression share |
| SaaS | Cost per trial or demo, weighted by downstream conversion | Trial-to-paid rate by campaign, brand vs non-brand contribution |
Where budgets are large enough, we also run holdout or geo-based tests to estimate incrementality, particularly for brand campaigns and Performance Max, so that reported conversions reflect sales the ads actually caused. Our analytics and tracking service sets up the offline conversion import that makes CRM-validated reporting possible.
What to expect
Results depend on inputs we do not control
Auction prices, your offer, your pricing, your landing pages and your sales follow-up all shape outcomes. We will not promise a CPA or ROAS figure in advance. We will tell you, after the audit, what we think is achievable and why.
The first quarter is about foundations
Fixing tracking, rebuilding structure and clearing bad search terms often makes reported numbers look worse before they look better, because you are finally seeing the truth. We explain this in advance.
You own the account
Campaigns are built in your Google Ads account, under your billing, with Axoria added as a manager. If we part ways, everything stays with you.
No spend targets in our fees
Our fee is not a percentage of media spend, so we have no incentive to recommend a larger budget than the data supports.
PPC works best when it is part of a wider acquisition plan. Search campaigns tell us which queries convert, which feeds our SEO priorities; paid landing pages are the natural place to start lead-generation experiments. For a fuller grounding, read our PPC guide.