PPC Management Services: Paid Search Accounts, Managed Against CPA
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Pay per click management is the ongoing work of running paid search accounts so that each click has a realistic chance of becoming a customer. Setting campaigns live is a one-week job. Managing them is the part that decides whether the spend pays back.
Week to week, PPC management means reading the search terms report and blocking what doesn't belong, keeping ad groups tight enough to control which ad answers which search, testing ad copy against conversion data rather than opinion, choosing a bid strategy that matches your conversion volume, and pacing budget so it doesn't run out before the buyers do.
As a PPC management company we run this cycle across Google Ads and Microsoft Ads, with the same senior analyst on your account each month. Our PPC services cover lead generation, ecommerce and local service accounts, from single-campaign budgets to multi-market spend. The questions worth asking any PPC company are the same: who reads the search terms, how often, and which number are they judged on.
Campaign-type detail lives on its own pages: Google Ads management for the Google platform as a whole, Google Shopping for product feeds and Performance Max for automated campaigns. This page is about the day-to-day account work behind all of them.
PPC Case Studies: Accounts We Restructured and What Changed
What Our PPC Management Services Include
Paid search accounts don't drift into profit on their own. These eight areas are what we work on every month, in this order of priority, whether the account runs on Google Ads, Microsoft Ads or both.
Account Diagnosis Before Any Changes
We start by finding out where the money currently goes: which campaigns, keywords and searches consume budget, which convert, and what the account is being measured on. You get a written diagnosis with wasted spend quantified before we touch a setting.
Learn more: Google Ads Audit
Cut Wasted PPC Spend and Turn Every Click Into Measurable Revenue
Why Businesses Choose W3era as Their PPC Management Agency
Two Platforms, One Team
Google Ads and Microsoft Ads managed together, with cost per acquisition compared across both instead of budget defaulting to Google.
A Named Senior Analyst
The person who audits your account is the person who works on it. No handover from the pitch team to a junior executive.
You Keep Your Accounts
We work through manager access on accounts you own. Your billing, history and data stay yours if you leave.
Weekly, Not Monthly
Search terms, budgets and ad tests are reviewed every week. The monthly report records what changed, it isn't when the work happens.
Fees You Can See
Management fees are stated separately from ad spend on every invoice, so you always know what you paid us and what you paid the platforms.
Paid and Organic Together
Our SEO team shares keyword and conversion data with the paid team, so you stop buying clicks for terms you already rank for.
How We Run PPC Accounts: The GROWTH Method
Every account we take on follows the same sequence: diagnose before changing, fix the foundations before scaling, and prove results before asking for more budget.
Gather the Account Data and Your Real Targets
We start from your numbers, not from platform benchmarks.
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Account data pulled from Google Ads and, where it runs, Microsoft Ads.
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Conversion definitions checked with your sales team so "qualified lead" means the same thing to everyone.
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A sustainable cost per acquisition agreed from margin and close rate before any optimisation.
PPC Management Pricing and Packages
Our pay per click management services are priced on the work an account needs: the number of campaigns and platforms, the volume of keywords under management, and how much tracking has to be built or repaired. Every plan separates your management fee from your ad spend.
| Package | Ideal For | Key Inclusions | Starting Price |
| Starter | Single-platform accounts, one service or region | Account audit, campaign restructure, keyword and negative keyword management, weekly search term review, monthly CPA report | $300–$500 |
| Growth | Multi-campaign lead gen and ecommerce accounts | Everything in Starter plus ad copy testing programme, bid strategy management, audience layering, dashboard access | $750–$1,200 |
| Advanced | Google Ads plus Microsoft Ads, higher spend | Everything in Growth plus Microsoft Ads management, CRM conversion import, lead-quality reporting, named senior analyst | $1,500–$3,000 |
| Custom | Multi-market or multi-location accounts | Scoped to platforms, markets, languages and reporting requirements | Request a custom quote |
Full inclusions, tiers and current prices are on our packages page.
PPC Management vs Google Ads Management: Which Page Do You Need?
The two overlap, and the difference is worth stating plainly. Google Ads management is about one platform and its campaign types: Search, Shopping, Performance Max, Display, YouTube and remarketing. PPC management is about the discipline of running paid search accounts: structure, keywords, match types, negatives, bidding, budget and measurement, on whichever platform you advertise.
If everything you run is on Google and you want to know how a specific campaign type is handled, start with our Google Ads management services. If you run search advertising across Google and Microsoft, or you want an outside view of how your account is being managed day to day, this is the page for you. Most clients end up buying both, from one team.
PPC Management for Lead Generation Businesses
Lead generation accounts fail differently from ecommerce accounts. The conversion is a form or a phone call, quality varies wildly, and the platform cannot tell a qualified enquiry from a wrong number unless you teach it.
How We Handle Lead Gen Accounts:
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Define what counts as a qualified lead with your sales team before changing bidding
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Track calls as well as forms, with call length thresholds where they matter
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Import lead stages or closed deals from your CRM so bidding learns from revenue
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Watch lead quality by campaign and keyword, not just total conversions
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Block the job seekers, students and competitors that eat lead-gen budgets
Frequently AskedQuestions
What Is PPC Management?
PPC management is the ongoing work of running pay per click advertising accounts: keyword and match type decisions, campaign structure, negative keywords, ad copy testing, bid strategy, budget pacing, conversion tracking and reporting. It is the continuing work after campaigns are built, and it is what decides whether paid search pays back.
What Is the Difference Between PPC Management and Google Ads Management?
Google Ads management covers one platform and its campaign types. PPC management covers the account discipline behind paid search on any platform, including Microsoft Ads. In practice the same team does both for most clients; the difference matters when you advertise on more than one search engine.
What Is Included in Your PPC Services?
Account audit, campaign and ad group restructure, keyword research and match type strategy, negative keyword management, ad copy testing, bid strategy, budget pacing, conversion tracking checks, Microsoft Ads management where relevant, and monthly reporting in cost per lead and cost per acquisition.
How Much Should I Spend on PPC?
Work backwards from your target. Take the cost per click in your market, divide by a realistic conversion rate to estimate cost per lead, then multiply by the number of leads you need each month. If clicks cost $5 and one in twenty converts, each lead costs about $100, so thirty leads needs roughly $3,000 in ad spend.
What Is a Good Cost Per Acquisition?
A good cost per acquisition is one your margins and close rate can carry. If a customer is worth $2,000 in gross profit and one in four qualified leads closes, a $200 lead is comfortable and a $700 lead is not. There is no universal benchmark; the right number comes from your own economics.
Do You Manage Microsoft Ads and Bing Ads?
Yes. Microsoft Ads management is part of our standard service where the audience is worth reaching. We rebuild rather than blindly import campaigns, then compare cost per acquisition against Google so budget goes where it performs.
How Much Do PPC Management Services Cost?
Management fees are quoted by plan and account complexity, separately from your ad spend, and both appear separately on your invoice. Current starting prices are on our SEM packages page.
Do I Keep Ownership of My PPC Accounts?
Yes. Your Google Ads and Microsoft Ads accounts stay in your name with your billing. We work through manager access that you can revoke at any time, and all campaign and conversion history stays with you.
How Often Do You Review Search Terms?
Every week for active accounts. New wasted queries are excluded in the same week they appear, and recurring patterns are added to shared negative keyword lists so they never come back.
How Soon Will I See Results From PPC Management?
Waste can usually be cut in the first few weeks, which often lowers cost per acquisition quickly. Structural changes and bidding need a learning period, and we plan on 60–90 days of data before judging the account's steady-state performance.
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