PPC Management
Get PPC results that justify your budget
Your ads should be performing better. You already know it. Book a free audit and we’ll show you exactly where the wasted spend is hiding — and what it’s costing you each month.
£50M+
Managed in Ad Spend
181,000+
Sales Generated
Finally, better PPC management
Work with an agency that knows marketing and gets your business
Squeeze more from your PPC accounts
Our full account audit will show you exactly where the opportunities are hiding.
No more junior
PPC managers
All our team members have 10+ years' experience running PPC campaigns.
No long-term obligations
Flexible contracts with 30 days' notice. Our clients stay because of the results.
What's included in PPC management
PPC management is the ongoing work of creating, running and improving a pay-per-click account so the budget keeps returning more than it costs. It is not a setup task completed once. Search terms shift, competitors change their bids, and what converted last quarter may not convert this one. Accounts left alone drift, and drift is expensive.
Get a free account audit-
Account and tracking setup
Everything downstream depends on this. Accounts are built or rebuilt to platform best practice, and tracking is implemented so every conversion is attributed to the source that earned it. Broken tracking is the single most common fault found in account audits, and it quietly corrupts every decision the bidding algorithm makes on the advertiser's behalf.
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Research and campaign creation
Keyword research establishes what customers actually search for, and which terms to exclude before they waste money. Competitor research shows what other bidders are doing and where the gaps sit. That work becomes a campaign structure, ad copy and a targeting plan built around how the business makes money, not around impression volume.
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Budget and bid management
Daily work on the account. Monitoring search terms and adding negatives when ads appear for searches that do not belong. Introducing new keywords as demand shifts. Adjusting bids and budgets towards what converts and away from what does not. This is the part that separates a managed account from a running one.
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Reporting and long-term optimisation
Reporting against KPIs agreed in advance, with the next set of actions attached. A report that shows numbers without a plan is a dashboard, not a report. Alongside it runs continuous A/B testing across ads, landing pages and the wider customer journey, because accounts that stop testing stop improving.
- Strategy document before anything goes live
- Keyword and competitor research
- Account build and conversion tracking
- Campaign, ad and audience creation
- Daily search term and negative keyword work
- Bid and budget management
- Ad copy and creative testing
- Landing page recommendations
- Reporting against agreed KPIs
- A named senior manager, never a junior
No long-term tie-in. Flexible contracts with 30 days' notice, because clients should stay for the results rather than the paperwork. See what PPC management should cost.
Our PPC services
PPC management built around profitable growth. We plan, manage and optimise paid media campaigns to generate more qualified leads, reduce wasted spend and improve your return on advertising.
Google Ads
Appear for high-intent Google searches and turn website traffic into qualified leads and sales.
Meta Ads
Generate demand through targeted Facebook and Instagram campaigns built to scale.
Microsoft Ads
Reach more high-intent customers beyond Google while keeping acquisition costs competitive.
LinkedIn Ads
Target B2B decision-makers with campaigns built around quality leads, not vanity metrics.
PPC Consulting
Senior PPC strategy, audits and optimisation support for businesses managing campaigns in-house.
Ready to get your PPC flying?
If you feel like your PPC strategy is leaving revenue on the table, we can help you unlock your full potential. Book a discovery call with one of our PPC experts.
Read our case studies
Find out what it’s like working with ADdictive
A financial business in crisis
The client lost its funding and had to cut back until new investment landed. The brief was to spend materially less without losing the pipeline that would be needed on the other side.
A tutoring business built online
How a founder-led A-level tuition programme filled its calendar with parents ready to enrol, generating a 13.5x return on ad spend while keeping customer acquisition costs to just 7% of the programme fee.
How our PPC audits work
30 minutes coffee chat
- We learn about your business, your frustrations, and what good results actually look like for you.
- You share access to your ad accounts and analytics, nothing more.
- No pitch, no pressure. Just enough context to run a proper audit.
Average efficiency improvement we uncover in a first audit
What we actually check
- 1Account structure and targeting
- 2Conversion tracking accuracy
- 3Your bidding strategy
- 4Creative and copy performance
Get a strategy to grow your PPC to new heights
You get a written report with clear findings and next steps. No obligation to work with us afterwards.
Book your free audit Read our PPC management insights and guides
Understand how to make the best of PPC management for your business
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High costs, weak lead quality and vague reporting are obvious warning signs, but some problems are harder to spot. Here's what to look for.
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PPC agency vs in-house
Compare the cost, expertise, control and scalability of building an internal PPC team versus working with a specialist agency.
Compare your options How much should PPC management cost?
Understand the main PPC pricing models, what you should expect to pay, and what a good management fee should actually include.
See PPC management costs Switch PPC agencies without dropping the ball on performance
Changing agency shouldn't mean starting again. Learn how to protect your campaigns, tracking, historical data and performance during the handover.
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Frequently Asked Questions
What is PPC management?
PPC management is the ongoing work of creating, running and improving a business’s pay-per-click advertising accounts so the budget keeps delivering a return. It covers four main activities: account and tracking setup, research and campaign creation, budget and bid management, and reporting and long-term optimisation.
It can be handled in-house by you or your team, or outsourced to an agency or consultant. Either way it is a continuous job rather than a one-off setup task.
What does a PPC agency actually do?
A PPC agency builds your advertising strategy, researches keywords and competitors, sets up your accounts and tracking, creates campaigns and ads, manages them daily, reports on performance against agreed KPIs, and runs ongoing A/B tests to improve results.
Day to day, that means monitoring search terms and conversion actions, adding negative keywords when you appear for searches you do not want, introducing new keywords, and adjusting ad copy. Testing covers ad variations, landing pages and the wider customer journey.
Is PPC management just setting up ads and leaving them running?
No. Ads that are set up and left alone will waste budget. PPC management is a full-time job that needs strategic thinking, constant optimisation and a real understanding of both the business and the advertising platforms.
Search terms shift, competitors change their bids, and what converted last quarter may not convert this quarter. Accounts that are not actively managed drift.
Should I hire a PPC agency or manage PPC in-house?
Hire an agency if you lack in-house PPC skills, cannot justify a full-time specialist, do not have the supporting resource around that person, and have a budget large enough to sustain a long-term campaign. Manage in-house if you already have the expertise and the surrounding team.
The supporting resource is the part most businesses underestimate. A PPC specialist working alone is limited. They need graphic designers, web designers, developers, copywriters and managerial capacity around them to be effective.
How much does it cost to hire a PPC specialist in-house?
A good full-time PPC specialist in the UK costs somewhere between £40,000 and £65,000 per year in salary alone. That figure excludes recruitment, training, software, and the wider team needed to support them.
An agency spreads those operational costs across multiple clients, which is why agency management usually works out cheaper than building the equivalent capability internally.
How much should I spend on PPC per month to get results?
As a general benchmark, you would need to spend more than £2,000 a month on media to see strong results from PPC. That figure is ad spend only and does not include agency management fees.
Below that level, there is often not enough data flowing through the account for meaningful optimisation, and the management cost becomes disproportionate to the spend it is managing.
Is a PPC agency worth the extra cost?
In most cases an agency should pay for itself, but it is worth checking the fit before committing. Agencies typically cost less than a full-time hire, give you access to a wider skill set, and remove the burden of recruiting and training.
The businesses that benefit most are those that are new to PPC, cannot support a full-time specialist, lack the internal resource around that role, and have enough budget to run campaigns properly over the long term.
What are the main advantages of using a PPC agency?
The five clearest advantages are lower total cost, less time spent on hiring and training, greater accountability and flexibility, direct relationships with the advertising platforms, and accumulated industry knowledge.
On cost, agencies spread operational overheads across multiple clients, so you get senior skills at a fraction of the price of building the same capability yourself. On flexibility, agencies work on contracts that can be ended, which is far simpler than restructuring an underperforming internal team.
Do PPC agencies get special access to Google and Meta?
Many do. Agencies often have dedicated support channels within platforms like Google and Meta, which can mean faster resolution of support queries and earlier access to new platform features.
When you work with an agency, you are borrowing those relationships rather than building them from scratch.
How often should a PPC agency report to me?
Reporting should be weekly, fortnightly or monthly depending on the account, and it should measure actual results against KPIs you agreed in advance. It should also set out the specific actions the agency will take next to improve performance.
A report that shows numbers without a plan attached is not a report, it is a dashboard. If you cannot tell from your reporting what the agency is doing next and why, that is a warning sign.
What should a PPC strategy document include?
A PPC strategy document should set out who the agency is targeting, how they plan to reach them, and what results they are aiming to achieve. It should be built on a real understanding of your product, your service and how your business works.
Ask for it before campaigns go live. An agency that cannot articulate the plan in writing is unlikely to execute it consistently.
Can I leave a PPC agency if it is not working?
Yes. Agencies work on a contract basis, and those contracts can expire or be terminated. Client retention sits at the heart of the agency model, which creates accountability that internal teams do not always have.
If an agency underperforms, ending the relationship is straightforward. If an internal hire underperforms, the process is considerably more complicated.