Marketing
PPC Management
PPC management focused on ROI, not just clicks and impressions.
A B2B services company came to us spending $12,000/month across Google Ads and LinkedIn. Their previous agency sent monthly reports showing 4,200 clicks, a 3.1% click-through rate, and a $2.86 CPC -- all within 'industry benchmarks.' The problem: they could not connect a single closed deal to those 4,200 clicks. No conversion tracking beyond form submissions. No CRM integration. No idea whether the $144,000 in annual ad spend generated $500K in revenue or $0. We rebuilt their tracking from scratch -- Google Ads enhanced conversions tied to HubSpot deal stages, offline conversion imports from their CRM, and a custom Looker Studio dashboard that showed cost per qualified lead, cost per opportunity, and cost per closed deal by campaign, ad group, and keyword. Within 60 days, we identified that 40% of their budget was going to broad match keywords generating clicks from people searching for jobs, not services. Another 20% went to campaigns targeting geographies where they had no sales team. We eliminated $4,800/month in waste, reallocated to their highest-converting campaigns, and their cost per closed deal dropped from $3,200 to $1,100. This is the difference between PPC management and PPC reporting. Most agencies optimize for the metrics they can control -- CTR, CPC, impression share -- because those are the metrics that make their reports look good. Profitable PPC management requires connecting ad spend to actual revenue, which means building tracking infrastructure that follows a click from the ad through the form fill, into the CRM, through the sales process, and to the closed deal. Without that connection, you are flying blind and your agency knows it. We manage campaigns across Google Ads (Search, Shopping, Performance Max, Display, YouTube), Meta Ads (Facebook, Instagram), LinkedIn Ads, and Microsoft Ads. But the platform is secondary to the economics. We start with your unit economics -- average deal size, close rate, lifetime value -- and work backward to determine what you can afford to pay per lead, per opportunity, and per click while maintaining profitability. Then we build campaigns that hit those numbers and kill everything that does not. We do not run experiments with your money. We run experiments with data.
How this capability is applied
ROI-Obsessed Approach
We track cost per closed deal, not cost per click. Every campaign is evaluated against your actual unit economics -- average deal value, close rate, and customer lifetime value. If a campaign generates cheap clicks but expensive deals, we kill it. If a campaign has high CPCs but closes $50K deals at $800 per acquisition, we scale it. The metric that matters is profit, and we build the tracking to prove it.
Multi-Platform Mastery
Google Ads (Search, Shopping, Performance Max, YouTube) for intent capture. Meta Ads for awareness and retargeting. LinkedIn Ads for B2B targeting by job title, company size, and seniority. Microsoft Ads for the 15% of search volume most advertisers ignore. We allocate budget across platforms based on where your specific audience converts profitably, not where we have the most experience.
Continuous Creative Testing
Ad creative fatigue kills campaigns faster than bad targeting. We test headline variations, description lines, image creative, and video hooks on a weekly rotation. Winning creative scales; underperforming creative gets replaced before it drags down quality scores. For Meta and LinkedIn, we test 3-5 creative variants per ad set and rotate new concepts monthly to prevent audience fatigue.
Transparent Reporting
Real-time Looker Studio dashboards showing spend, conversions, cost per lead, cost per opportunity, and ROAS by campaign, ad group, and keyword. No hiding behind impressions and CTR. You see exactly where every dollar went and what it produced. We also flag when campaigns are underperforming against targets instead of waiting for you to ask.
Client results
How we work
01
Account Audit
We pull every campaign, ad group, keyword, and search term from the last 12 months. We identify wasted spend (broad match bleeding, geographic waste, irrelevant search queries consuming budget), missed opportunities (high-converting keywords with low impression share), and tracking gaps (conversions without value assignment, missing offline conversion data). You get a line-item audit showing exactly where money is being wasted.
02
Strategy Development
We map your unit economics -- average deal value, close rate, LTV -- and calculate your maximum allowable cost per lead, cost per opportunity, and cost per acquisition for each service line or product. Campaign architecture, keyword strategy, audience targeting, and bidding rules are all built to hit those numbers. We also plan the conversion tracking infrastructure needed to measure actual business outcomes.
03
Campaign Build & Launch
New campaign architecture built from scratch (or rebuilt from existing data). Google Ads enhanced conversions configured. CRM integration for offline conversion tracking (HubSpot, Salesforce, Pipedrive). Landing pages recommended or built for each primary campaign. GA4 event tracking, UTM parameters, and attribution models configured. Looker Studio dashboard deployed before the first dollar is spent.
04
Ongoing Optimization
Weekly: search query mining and negative keyword updates, bid adjustments based on day/time/device performance, creative rotation and testing. Monthly: budget reallocation from underperforming to outperforming campaigns, new keyword expansion, audience refinement, and CRM data analysis to optimize toward revenue quality, not just lead volume. Quarterly: full strategy review with ROAS analysis and scaling recommendations.
Deliverables
Every web design engagement delivers a complete, production-ready website built to modern standards. You receive all source files, documentation, and training needed to manage your site independently. Our deliverables include design assets, developed templates, integrated functionality, quality assurance documentation, and ongoing support—everything required for a successful launch, smooth handoff, and confident ongoing operation.
Comprehensive PPC strategy
Full campaign management
Ad creative development
Landing page optimization
Conversion tracking setup
Weekly performance reports
Common questions
Related services
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