For local service businesses, ecommerce stores and B2B teams that want paid search ads tied to measurable enquiries, sales and clear monthly reporting.
Quick answer
PPC management is the planning, running and ongoing improvement of pay-per-click ads, most often paid search, where you pay each time someone clicks. Pugmarks Media handles keyword research, campaign setup, conversion tracking, ad testing and monthly reporting, so you can see how spend relates to calls, form fills or sales.
01Overview
PPC management is the ongoing work of planning, running and improving pay-per-click ads, so that each click you pay for has a fair chance of becoming a call, a form fill or a sale. Most often this means paid search ads on results pages, where you are charged only when someone clicks.
Think of it as the difference between buying ads and running them. Anyone can set up a campaign and add a budget. Management is the weekly and monthly work afterward: checking which searches triggered your ads, removing the ones that waste money, and testing new ad wording.
Here is a concrete example. A plumbing company in a mid-sized city bids on searches such as "emergency plumber near me". Without management, the ads might also show for "how to become a plumber" or "plumbing supplies", and those clicks cost money without bringing customers.
A manager adds those phrases as negative keywords, limits ads to the areas the company serves, and sets up call and form tracking. The owner can then see how much each enquiry cost, not just how many clicks arrived.
PPC differs from SEO in one main way. Paid ads stop appearing when the budget stops, while organic work builds visibility that does not need a payment per click. Many businesses use both, and our SEO services cover the organic side.
02Fit
Plumbers, clinics' non-clinical services and home-repair firms whose phones go quiet in peak season. We set up call and form tracking and target ads by service area, so you can see which searches produce enquiries.
Store owners paying for clicks without knowing which products earn a return. We structure campaigns by product group and track purchases, so budget moves toward items that sell.
Sales-led companies receiving form fills that never become conversations. We separate research searches from ready-to-buy ones and report on enquiries, not just clicks.
Teams whose campaigns were set up once and never reviewed. We audit search terms, tracking and structure, then agree a work plan before any changes go live.
Owners opening a branch or entering a new region who need visibility before organic rankings build. We plan geographic targets and budget limits with you first.
Businesses already investing in organic growth that want faster coverage for high-intent queries. Paid and organic planning can share keyword research under one team.
03Scope
04Process
6 steps. You always know what's next.
The same path for every engagement.
1Week 1 (estimate)
We hold a discovery call and check any existing ad accounts, tracking and targets. You provide account access and your goals, such as calls or sales. You receive a short summary of what to keep, fix or drop.
2Weeks 1-2 (estimate)
We group search terms by intent, such as ready-to-buy versus research, and draft negative keyword lists. You share your services, products and margins. You receive a grouped keyword list for approval.
3Weeks 1-2 (estimate)
We document campaigns, ad groups, budgets and geographic targets in a work plan. You confirm budget and locations. You receive the plan, and nothing goes live until you approve it.
4Weeks 1-2 (estimate)
We configure tracking for calls, forms or purchases and test each one. You may need to give website access or involve your developer. You receive confirmation that outcomes are recorded correctly.
5Weeks 2-3 (estimate)
We write headlines, descriptions and extensions, then launch the approved campaigns. You review the ad copy and landing pages. You receive live campaigns and a note on what we will watch first.
6Ongoing, monthly
We review search terms, add negatives, test ad wording and adjust budgets toward what produces enquiries or sales. You receive a monthly report covering clicks, enquiries and spend, plus recommended next steps.
05Deliverables
| Deliverable | What it is | Cadence | Starts in |
|---|---|---|---|
| Account and goals review | Summary of existing ad accounts, tracking and targets, with what to keep, fix or drop | One-time | Week 1 |
| Keyword and intent research | Search terms grouped by intent, plus negative keyword lists | One-time, then refreshed quarterly | Weeks 1-2 |
| Campaign structure plan | Document of campaigns, ad groups, budgets and locations for your approval | One-time | Weeks 1-2 |
| Conversion tracking setup | Tracking for calls, forms or purchases tied to each click | One-time | Before launch |
| Ad copy and testing | New ad wording written and compared against current ads | Monthly | After launch |
| Search term review | Check of which searches triggered ads, with wasteful ones excluded | Monthly | After launch |
| Budget and bid adjustments | Changes to spend allocation based on enquiries and sales | Monthly | After launch |
| Performance report | Clicks, enquiries and spend, with notes on changes made | Monthly | First full month |
| Strategy review | Discussion of results, priorities and next steps | Quarterly | After the first quarter |
06Compare
Swipe to compare →
| Criteria | In-house | Typical agency | Pugmarks |
|---|---|---|---|
| Time to start | Depends on hiring and training | Depends on contract and onboarding | Discovery call and audit first, then an agreed plan before changes go live |
| Specialization | Usually one or two generalists | Varies by agency and account manager | 25+ SEO specialists on staff, with paid search scoped to your goals |
| Reporting | Built internally, format varies | Often set by agency template | Monthly reporting on clicks, enquiries and spend |
| Cost model | Salaries, tools and training | Usually a fee or percentage of spend | Scope-based; ad spend paid separately to the platform |
| Risk | Single point of failure if a hire leaves | Depends on how much attention the account gets | Plan approved by you before launch; results not guaranteed |
| Flexibility | High control, slower to add skills | Often fixed scope and terms | Scope adjusts to campaigns, products and locations |
07Cost
PPC management cost depends on scope: how many campaigns, products or service lines you run, how many locations you target, and how competitive your market is. Ad spend is separate and is paid directly to the ad platform. For a quote based on your accounts and goals, see our pricing page or contact us with your markets and current spend.
Package prices are published so you can compare before you call.
See all packages08Proof
Only results our clients have approved for publication. No made-up logos or numbers.
FAQ
Ask us directly. We reply with honest next steps, even if that means we're not the right fit.
Ask our teamA PPC management service plans, runs and improves your pay-per-click ads so spend connects to outcomes. In practice that means keyword research, campaign setup, conversion tracking, ad testing and search term reviews. We report monthly on clicks, enquiries and spend, so you can see what the budget produced.
PPC management cost depends on scope: the number of campaigns, products or service lines, how many locations you target, and how competitive your market is. Ad spend is separate and goes directly to the ad platform. For a quote based on your accounts and goals, see our pricing page or get in touch.
Launch timing depends on your account access, existing tracking and how quickly you approve the plan. We start with a discovery call and an account review, then agree keywords, structure and tracking with you before any ads go live. Our process timeline gives estimated weeks for each step.
PPC can suit a small business when customers search for your service and each enquiry is worth more than the click cost. It works best with clear tracking for calls, forms or sales. Results depend on your market, budget and website, and no agency can guarantee them.
Many businesses use both, because they work differently. PPC places ads immediately while you pay per click, whereas SEO builds organic visibility over a longer period. Which mix fits depends on your budget and goals. You can read about our SEO services or ask us for advice.
You should always own your ad accounts. We ask for access to accounts you hold, rather than running them in ours. If we part ways, we hand over reports, account access and completed work, with 30 days' written notice after any minimum term.
We measure PPC by outcomes such as calls, form fills or purchases, not clicks alone. Conversion tracking is set up before launch, so each click can be tied to a result. You then receive monthly reporting that compares spend with enquiries or sales.
Yes, a pilot is available. A pilot is a short, fixed-scope project that lets you see how we work, with scope, deliverables and timeline agreed in writing up front. There is no obligation to continue afterward. Contact us to discuss whether a pilot fits your account.
09Keep reading
Our paid search work sits alongside our SEO services, answer and generative engine optimization, and web development, each covered on its own page.
Get in touch
Start with a discovery call and a review of your current ad accounts, tracking and goals. We then agree a plan with you before any changes go live. Timings are estimates and depend on account access.
