PPC management
PPC management by the consultant you spoke to, with the landing pages and tracking included
Ongoing management of Google Ads, Microsoft Advertising, Meta Ads and LinkedIn Ads for UK and Irish companies that sell through enquiries, demos and booked calls. One person does the weekly work, builds the pages the ads land on and keeps the measurement honest. Flat monthly fee, never a percentage of spend.
What is inside a management retainer
Weekly account work
Search terms and negatives, bids and budgets, ad tests, audience and placement exclusions, Performance Max asset groups kept honest, LinkedIn account lists refreshed. Done every week, by me, and written down.
Conversion tracking, maintained
GA4 and Tag Manager kept in agreement with your CRM. Enhanced conversions, Consent Mode v2, and offline import so the platforms optimise towards enquiries that became customers, not form fills. How tracking is built →
Landing pages
One page per intent, written to the ad that sends the traffic, built by me on your CMS or as a static page, tested against a control. Most agency retainers stop at the click; most of the waste is after it. How pages are built →
Reporting an owner can use
A monthly written report: cost per enquiry, cost per qualified enquiry, revenue where it can be measured, what changed and why. A shared dashboard for the numbers in between. No click counts dressed as results.
Platforms, and how each one is used
- Google Ads. Search is the core: exact and phrase match with a disciplined negatives programme, Smart Bidding only once the conversion data deserves it. Performance Max for lead generation with brand excluded and lead quality fed back. YouTube and Demand Gen when there is a reason, not by default.
- Microsoft Advertising. Imported from Google, then managed natively: its own negatives, bids and schedules. Typically 20% to 40% cheaper per click in the UK for the same queries, with an older, more B2B audience. A small add-on to a Google retainer.
- Meta Ads. For lead generation businesses where the offer can be understood in a feed. Pixel plus Conversions API, deduplicated, lead quality from the CRM, scheduled creative tests with one control. Creative volume comes from your designer or a studio.
- LinkedIn Ads. For B2B with a deal size that supports the click price: named account lists, job titles, CRM stages fed back so LinkedIn optimises towards opportunities. More on B2B →
Not offered: Google Shopping, Merchant Centre and catalogue Performance Max. E-commerce is a discipline of its own and I will point you to someone who does only that.
What a month of PPC management looks like
- Week 1. Search terms and negatives across every campaign. Budget pacing against the month. Any tracking discrepancy between GA4, the platforms and the CRM chased down before anything else is touched.
- Week 2. Bid and structure review: what is winning at the margin, what should be split out, what should be paused. Ad test read and next challenger written.
- Week 3. Landing page work: the test that is running, the page that needs a new variant, the form that leaks. Audience and placement exclusions on Meta and PMax.
- Week 4. Report written, call held, next month's tests agreed. The report says what was done, what moved and what did not, in plain English.
How the retainer is priced
A flat monthly fee, agreed after the audit and scaled by scope: number of platforms, campaigns and markets, and how much landing page work is included. Not a percentage of spend, so the advice to cut budget costs me nothing to give. Month to month with a notice period. Ad spend is paid by you, directly to each platform. Quoted in pounds, ex VAT. The pricing page compares the models and gives UK market ranges.
Who this is for
UK and Irish companies spending roughly £2,000 to £60,000 a month, selling through enquiries rather than a shopping basket: B2B and SaaS, professional and financial services, healthcare, home and trade services. Owners and marketing managers who want one accountable person rather than an account team. If you spend more than that across many markets, or you need a creative production line, an agency is the better structure and the comparison page says so plainly.
Questions people ask before hiring
How much do PPC management services cost in the UK?
A flat monthly fee set by scope, not by ad spend, quoted after a fixed-price audit that is credited against the first month. Send your monthly spend and platforms in the form and you get a range back by email. The pricing page explains the model and typical UK ranges.
Is there a minimum spend?
Not a hard one. Below about £2,000 a month a retainer rarely pays for itself, and a fixed-price setup or audit that you then run yourself is usually the honest recommendation.
Do you need access to our website to do landing pages?
Yes, to your CMS or hosting, or I build the pages as static files on a subdomain you control. Either way the pages are yours and stay with you.
Can we keep our current agency for creative and use you for media?
Yes, and it is a common arrangement for Meta-heavy accounts. I run the media and measurement; they produce the assets; the test plan is shared.
How quickly can you start?
An audit usually starts within a week of the go-ahead. Ongoing management depends on capacity, because I deliberately keep the client list short; if I cannot take the account on within a month, I will say so up front.
Who owns the accounts?
You do, always. Google Ads, Microsoft, Meta, LinkedIn, GA4 and Tag Manager all live in your accounts with me added as a user. If we stop, you remove my access and keep everything.
Related services
Tell me about the account
Spend band, platforms and what is not working. You get a straight answer on fit, what I would do first and a range, in pounds.