/ PPC agency paid search, managed by seniors
A PPC agency that reads every search term.
Paid search rewards attention to detail: the queries you actually paid for, the negatives you forgot, the bid strategy fed with bad data. Perfometrics is a PPC agency where senior specialists manage Google Ads and Microsoft Ads accounts hands-on, every week, and judge them on sales and qualified leads.
Your audit is written by the specialist who would manage your account.
Want the full scope? PPC management services: what is included
Illustrative growth curve. The totals are real, rounded down.
Google and Microsoft Ads/ Sound familiar?
Your PPC account has been running on autopilot.
Inherited accounts tend to share the same symptoms. If you open the search terms report and wince, you're not alone.
Paying for searches you'd never choose
Broad match drifted into job seekers, competitors' support pages and free-download hunters. Nobody has opened the search terms report in months, so the waste compounds quietly.
Built by a senior, run by a junior
The account was structured well at the start. Since then, a junior has accepted every automated recommendation, and nobody can explain why the campaigns look the way they do.
Conversions that aren't conversions
Page views, newsletter sign-ups and duplicate purchase tags all count as goals. Smart bidding chases the cheapest of them, and your cost per real sale climbs.
Microsoft Ads ignored or copied blindly
Bing either isn't running at all, or it's a one-time import from Google that nobody has touched since, with mismatched bids, missing negatives and broken tracking.
Good PPC management is unglamorous and regular: read the queries, prune the waste, feed bidding clean data, repeat.
/ What we manage
Our PPC management services, in detail.
These are the parts of a paid search account we take responsibility for. Platform features change; the discipline behind them doesn't.
Search term mining and negatives
Every PPC agency claims to optimise. We start with the raw search terms report, every week, sorting queries into new keywords, negatives and landing page ideas, and keep shared negative lists that cover every campaign.
Why it matters: the search terms report is the only place that shows what you actually paid for, not what you meant to buy.
- Weekly review of search terms, including Performance Max insights
- Shared negative keyword lists by theme and market
- Converting queries promoted to their own exact keywords
- Cross-campaign negatives so ad groups stop competing
- N-gram analysis to find waste hiding in long-tail queries
- Organic overlap flagged to our SEO services team
Account structure and match types
We structure accounts so the algorithm has enough data and you keep enough control. Broad match only runs where conversion data is strong; exact and phrase protect your most valuable queries; brand stays separate.
Why it matters: structure decides what you can see and steer; too fragmented starves bidding, too lumped together hides waste.
- Campaigns split by margin, intent and market, not habit
- Brand, non-brand and competitor terms kept apart
- Broad match paired with smart bidding and tight negatives
- Ad groups consolidated where data is too thin
- Responsive search ads with pinned headlines only when needed
- Sitelinks, callouts and structured snippets kept current
Bidding strategies and budgets
We choose bid strategies by data volume and goal: target CPA for leads, target ROAS or maximise conversion value for shops, manual or enhanced bidding when data is thin. Budgets follow returns, not the calendar.
Why it matters: the wrong bid strategy on too little data swings costs wildly and teaches the algorithm almost nothing.
- Bid strategy matched to conversion volume and goal
- Targets set from margin, not from platform suggestions
- Portfolio strategies where campaigns share a goal
- Seasonality adjustments for sales and short promotions
- Budget pacing checked weekly against monthly targets
- Auto-applied recommendations switched off by default
Microsoft Advertising
Microsoft Ads reaches searchers on Bing, Edge, Windows and partner sites, often at lower cost per click and with an older, B2B-heavy audience. We run it as its own account, not a forgotten copy.
Why it matters: a well-run Microsoft account often adds sales at a lower cost per acquisition than the next euro spent on Google.
- Google imports cleaned up and scheduled carefully, not left raw
- Separate bids and budgets reflecting Bing's lower volume
- LinkedIn profile targeting for B2B search campaigns
- Microsoft Merchant Center feed for Shopping campaigns
- UET tag and consent mode set up and tested
- Results compared with Google on cost per sale, not clicks
Landing page alignment
An ad promising next-day delivery that lands on a generic homepage wastes the click. We match each ad group to the page that answers its query, and fix or build pages where none exists.
Why it matters: message match lifts Quality Score and conversion rate together, which lowers cost per click and cost per sale.
- Ad copy and landing page promise checked side by side
- Dedicated pages for high-spend queries without a match
- Load speed and mobile layout checked on paid landing pages
- Forms and checkout tested with our conversion rate optimisation agency team
- Quality Score components tracked per keyword
- Builds in Shopify, WordPress or Webflow, or tickets for your developers
/ How it works
From inherited account to steady management.
Most clients come to us with an account that already exists. Here's how we take it over without losing what works.
Audit the inherited account
We look at twelve months of search terms, conversion actions, change history, bid strategies, Quality Score and landing pages, and note what not to touch because it's working.
You get: a written audit ranking problems by money wasted.
Fix the conversion data
We remove fake goals, deduplicate purchase tags, set primary and secondary actions properly and check consent mode, so bidding learns from real sales or qualified leads.
You get: conversion data you can bid on.
Stop the waste, then restructure
Negatives and budget fixes go in first because they pay back immediately. Structural changes follow gradually, so bid strategies don't reset their learning all at once.
You get: the first changes live within two weeks of kickoff.
Run the management cadence
Weekly search term and budget reviews, fortnightly ad copy tests, a monthly report on cost per sale or lead, and a quarterly review of structure and markets.
You get: an account that improves every week instead of drifting.
/ Results
Results from programmes where paid search played a part.
We don't publish standalone PPC figures such as ROAS or spend managed. These are real, rounded results from ecommerce growth programmes in which paid search sat alongside SEO, email and CRO.
Wellness brand, ecommerce launch
Under 12 monthsyearly revenue, from a standing start
From zero to outgrowing their first warehouse.
Our clients' data stays theirs, so we show rounded totals rather than their dashboards.
/ Is this for you?
Who our PPC agency works best for.
✓A great fit if you are
- An inherited Google Ads account that nobody on your team fully understands any more
- An online shop or service business that needs paid search judged on sales or qualified leads
- Running Google but not Microsoft Ads and wondering what you're missing on Bing
- Burned by a set-and-forget agency and want someone reading the account every week
- Planning to add paid social later and want performance marketing agency support across channels
✕Probably not a fit if you
- Only need a one-off account build. We take on ongoing PPC management, not hand-off builds
- Want to manage the account yourselves. We can audit and advise, but our model is hands-on management
- Have no way to measure sales or leads. We'll fix tracking first, and won't scale before that
- Want the cheapest PPC company available. Senior attention costs more than an automated service
/ Free checklist
Audit your own PPC account in one afternoon.
You don't need an agency to spot most problems. Open Google Ads, set the date range to the last 90 days and work through these checks. If three or more fail, your account needs attention.
Read the search terms report
Sort by cost and scan the top 200 queries. If more than a fifth have nothing to do with what you sell, your match types or negatives are leaking money.
Check what counts as a conversion
Open Goals, then Summary. Only purchases or qualified leads should be primary actions. Page views, scroll depth or duplicate purchase tags inflate results and mislead smart bidding.
Split brand from non-brand
Look at results with your brand name removed. Brand searches often carry the whole account, hiding non-brand campaigns that lose money on every sale.
Review the change history
If nothing meaningful has changed in a month, or every change is an auto-applied recommendation, nobody is actively managing the account. Switch auto-apply off under Recommendations.
Match ads to landing pages
Click your five most expensive ads on a phone. Does each page answer the exact search and promise in the ad? Generic homepages are a common, costly mismatch.
Check account ownership
Under Access and security, confirm your company owns the account and holds admin rights. If the agency owns it, your history leaves with them.
Running Shopping or Performance Max? Our Google Ads agency page covers feeds and PMax in depth.
/ Your options
Freelancer, big agency or us?
Each way of buying PPC management has honest strengths. Here's how they usually compare.
| PPC freelancer | Large PPC agency | Managing it in-house | Perfometrics | |
|---|---|---|---|---|
| Who manages the account | The freelancer, if they have time | Often a junior after the pitch | Whoever owns marketing | ✓A senior specialist, every week |
| Search terms and negatives | Depends on workload | Template routines | Usually neglected | ✓Read weekly, shared lists |
| Microsoft Ads | Sometimes | Often an add-on | Rarely | ✓Run as its own account |
| Tracking and landing pages | Usually out of scope | Separate teams and fees | Shared with developers | ✓Same team fixes both |
| Best for | Small, stable accounts | Very large budgets | Teams with a PPC hire | ✓Growing accounts that need senior care |
/ Questions
Questions about PPC management.
What does a PPC agency do each week?
How do I choose the right PPC agency?
What's the difference between PPC services and Google Ads management?
Is Microsoft Ads worth it alongside Google?
Can you take over our existing account without starting from scratch?
Do you handle PPC for lead generation as well as ecommerce?
How much does a pay per click agency cost?
Does your PPC agency also run paid social and SEO?
/ Next step
Let a senior specialist read your account.
Give us read access or share your website and goals. The senior specialist who would manage your account reviews it and puts their findings in writing within 48 hours. Rather start with a conversation? A 30-minute call is free too.
- The search terms and campaigns wasting the most money
- Which conversion actions are misleading your bidding
- Whether Microsoft Ads would add profitable volume
Rather email or call? contact@perfometrics.co · +49 151 10767411
Get your free PPC account audit
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- Written audit within 48 hours
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