/ PPC management services Google Ads and Microsoft Ads
PPC management services you can actually check.
PPC management services where you can see the work: a weekly routine of search term reviews, negatives, bid checks and ad tests on Google Ads and Microsoft Ads, a short written log of every change, and a monthly report on cost per sale or qualified lead. Here's exactly what you get, and when.
You'll see the waste we'd cut first, in writing, before any contract.
Choosing who to hire? PPC agency: how we work
Illustrative growth curve. The totals are real, rounded down.
Microsoft Ads included/ Sound familiar?
You pay a monthly fee. Where's the work?
Most complaints about PPC management aren't about strategy. They're about not knowing what was done, when, and whether it helped.
An empty change history
Open the account's change history and the last real edit was weeks ago. The invoices kept arriving; the search terms, bids and ads stayed exactly where they were.
Reports you can't act on
Impressions, clicks, CTR and impression share across twenty slides. No cost per sale, no list of what changed, and no plan for the month ahead.
A rebuild that resets everything
A new supplier tears the account down and starts again. Bid strategies lose their learning, costs jump for a month and the history you paid for disappears.
Slow answers, slow fixes
A broken landing page or a disapproved ad waits for the next monthly call. Meanwhile the budget keeps paying for clicks that have no chance of converting.
Our PPC management runs on a fixed routine, logged in writing, so you can check every week what was done with your account.
/ What you get
What our PPC management services deliver.
Five modules, each with named deliverables. The first two put the account on a sound footing; the rest keep it improving week after week.
Account audit and restructure plan
Our PPC management services begin with a written audit of your account and a decision: restructure what exists, or rebuild part of it. You get a migration map showing every campaign, what happens to it and when.
Why it matters: a planned restructure keeps the conversion history and bid learning that a rushed rebuild throws away.
- A written audit, problems ranked by wasted spend
- Restructure or rebuild decision, explained per campaign
- A migration map with a date for each change
- Conversion actions sorted into primary, secondary or removed
- Bid strategy set-up matched to conversion volume
- Tag and consent checks with our marketing analytics services team
Keyword map and negative lists
You get a keyword map tying every theme to a landing page and a match type, plus a library of shared negative lists. Both live in a shared sheet and grow as the weekly search term reviews turn up new queries.
Why it matters: a written keyword map lets anyone see why a query is targeted, blocked or sent to a particular page.
- Keyword map by theme, intent and landing page
- Match type chosen per theme, with the reason noted
- Shared negatives for jobs, freebies, DIY and support searches
- Market and language negatives for each country you run
- New exact keywords added from proven search terms
- Queries better won organically, passed to our SEO services team
Ad copy, assets and landing page notes
Each ad group gets responsive search ads written for its queries, plus sitelinks, callouts, images and price assets. Where the landing page lets the ad down, you get a written recommendation, or we build the fix ourselves.
Why it matters: asset coverage and the page behind the ad decide how much each click costs and how often it turns into a sale.
- Responsive search ads written per ad group, not per account
- Sitelinks, callouts, snippets, images and price assets
- An ad copy test running in every major campaign
- Copy sent for approval in a shared document first
- Landing page notes with screenshots and suggested fixes
- Larger tests via our conversion rate optimisation services
Microsoft Ads import and tuning
We import your Google campaigns into Microsoft Advertising, then tune them as an account in their own right: separate bids and budgets, Bing-specific negatives, a UET tag that respects consent, and audience options Google doesn't offer.
Why it matters: an untouched import copies Google's settings onto a different audience in a different auction.
- Import run once, then edited directly in Microsoft
- Bids and budgets set from Microsoft's own data
- UET tag and consent signals tested on every key page
- LinkedIn profile targeting layered on for B2B searches
- Shopping campaigns from your Microsoft Merchant Center feed
- A monthly comparison with Google on cost per sale
The weekly and monthly routine
Every week we review search terms, budgets, bid strategy targets and ad tests, and log each change with a reason. Every month you get a report on cost per sale or qualified lead and a short plan for the next four weeks.
Why it matters: a written log shows whether your account is being managed or merely watched.
- Weekly search term review across all campaigns
- Budget pacing and bid target checks every week
- A change log you can read in two minutes
- Monthly report on cost per sale or qualified lead
- Brand and non-brand results on separate lines
- Quarterly structure review against your margins
/ How it works
What happens after you sign.
Taking over a live account is delicate. We fix what costs money first and restructure in stages, so nothing that works gets broken along the way.
Audit, fix, protect
The audit and migration map arrive in week one. Conversion actions, negatives and budget leaks are fixed straight after, while working campaigns are left alone.
You get: the first fixes live within two weeks of kickoff.
Restructure in stages
Campaigns move to the new structure a few at a time, new ad copy goes live, and Microsoft Ads is imported and tuned as its own account.
You get: a cleaner account without a reset in bid learning.
Settle into the routine
Weekly reviews and change logs become routine, ad tests read out, and bid targets move to margin-based levels once conversion data is steady.
You get: a first full monthly report on cost per sale or lead.
Manage and expand
The weekly routine continues, the keyword map grows from proven search terms, and each quarter we review structure, markets and budget.
You get: an account that keeps improving, with a log to prove it.
/ Results
Paid search, one part of programmes that grew.
Paid search was never the only lever in these programmes, so we don't claim PPC-only ROAS or spend figures. These rounded results come from ecommerce programmes where search worked alongside SEO, email and site improvements.
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?
These PPC services fit when.
✓A great fit if you are
- You spend on Google Ads every month and want proof of what's being done with the account
- You've never run Microsoft Ads or ran one import and never touched it again
- You sell online or generate leads and can track sales or qualified leads back to clicks
- Your team wants to stay involved approving copy and reading a log of each change
- You need search for B2B leads alongside our lead generation services for forms and CRM
✕Probably not a fit if you
- You need only a one-off build. We manage accounts on an ongoing basis
- Shopping and Performance Max matter most. See our Google Ads management services instead
- You can't give account access. We work inside your accounts, never through our own
- You want social ads, not search. Our paid social services fit better
/ Comparing offers
How to compare PPC management proposals.
Two PPC proposals can promise the same thing and deliver very different months. Put each offer you receive, ours included, through these six checks before you sign.
Ask for the weekly routine in writing
A good offer lists what happens every week: search term review, negatives, budget pacing, bid targets, ad tests. If the proposal only says 'ongoing optimisation', you have nothing to hold the supplier to.
Check how the fee is calculated
Fees tied to a percentage of ad spend reward spending more. Fixed fees reward efficiency but need a clear scope. Neither is wrong, but you should know which incentive you're buying.
Find out if Microsoft Ads is included
Some offers price Bing as an extra, some ignore it. Ask whether it gets separate bids, budgets and negatives, or is simply imported from Google and forgotten.
Ask what happens to your existing account
Rebuilding from scratch resets bid learning and loses history. A careful offer explains which campaigns stay, which change, and in what order the changes happen.
Request a sample report
The report should show cost per sale or qualified lead, brand and non-brand separately, and what changed that month. Neat charts of clicks and CTR tell you very little.
Read the exit terms
Notice periods, account ownership and what you keep if you leave should be clear before you start. The account and its history should belong to your business from day one.
Prefer to judge the people first? Our PPC agency page shows who would manage your account.
/ Your options
Who runs your paid search?
Every option has a place. Here's what each one typically gives you from week to week.
| In-house PPC hire | Automated PPC tool | Spend-based agency | Perfometrics | |
|---|---|---|---|---|
| Weekly search term review | If the hire has time | Rules flag queries, someone must act | Varies with account size | ✓Every week, logged |
| Microsoft Ads | Often skipped | Partial support | Usually an add-on | ✓Imported, then tuned separately |
| Landing page input | Shared with the web team | Not covered | Rarely included | ✓Notes or fixes, in scope |
| How you pay | A salary plus tools | A monthly subscription | A share of your ad spend | ✓A fixed quote for an agreed scope |
| Best for | Large, steady accounts | Teams who can act on alerts | Very large budgets | ✓Accounts that need senior, visible work |
/ Questions
PPC management services: your questions.
What do PPC management services include?
What happens in the first 30 days of PPC management services?
What do you need from us to start?
How is pay per click management priced?
How will we know what you've done each week?
Are paid search services on Microsoft Ads worth adding?
How do PPC services fit with our other marketing?
Can we keep some PPC management in-house?
/ Keep exploring
Keep reading.
/ Next step
See what your account is really paying for.
Send us your website, plus read access to Google Ads or Microsoft Ads if you're happy to share it. A senior specialist goes through your search terms, conversions and structure and sends a written PPC audit within 48 hours. A free 30-minute call is also an option.
- The search terms and campaigns costing most for least
- Whether your account needs a restructure or a careful clean-up
- What Microsoft Ads could add, based on your Google data
Rather email or call? contact@perfometrics.co · +49 151 10767411
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