In the ever changing landscape of marketing, PPC advertising is one that will be results driven and that’s where a PPC management agency comes in.
If you just started your online advertising journey, or experienced, either way a professional PPC management agency will come in handy in various ways that we will discuss below.
PPC Advertising?
PPC (Pay Per Click) advertising is digital marketing online where advertisers pay a variable fee each time their ad is clicked. It’s one way of driving traffic to your site. There is also pay per lead programs for those that qualify in another program Google offers for specific business models.
The most common platforms include:
- Google Ads
- Microsoft Advertising aka Bing Ads which also includes Yahoo.
- Meta Ads (Facebook & Instagram)
- LinkedIn Ads
- YouTube Ads
- Amazon Sponsored Ads
PPC benefits include flexible budgets for scalable tangible results to your business and can target a wide variety of things including but not limited to keywords, audiences, devices and more!
What Does a Digital Marketing Agency Do?
A PPC management agency does many things, including but not limited to:
Auditing campaigns, building campaigns, optimizing campaigns and setting up conversion tracking. All these things are very top of level but there are many various drill down things from each that all take time, expertise to help a business maximize your return on advertising costs online. Those things should trickle down to increase your traffic, leads, conversions, and more.
Core services typically include:
- Account setup and structure: Creating Google Ads or Meta accounts with well structured campaigns and ad groups.
- Keyword research: Identifying high converting, relevant keywords to target.
- Ad copywriting: Crafting compelling ad headlines and descriptions.
- Landing page optimization: Ensuring the page users land on is conversion focused.
- Bid strategy and budget management: Setting bids and allocating budget for maximum efficiency.
- Conversion tracking and analytics: Setting up tracking with Google Analytics, Tag Manager, or CRM integrations.
- A/B testing: Testing ad variations to improve click through and conversion rates.
- Ongoing optimization: Monitoring performance and making adjustments to improve results.
What are the benefits of a PPC Management Agency?
Hiring an agency is a cost effective method of gaining insight and leveraging their expertise and knowledge without having to hire a full time employee. Just know they stay busy!
Key advantages:
- Expertise & Certification: This is important as things change rapidly so agencies should always have certified employees working on your campaigns.
- Time Savings: Time is money. Agencies free up your team to focus on other priorities.
- Better ROI: Experienced PPC agencies can often find things like wasteful ad spend to improve your digital marketing performance.
- Advanced Tools & Data Access: Agencies often use third party paid tools like SEMrush, SpyFu, or Optmyzr to gain deeper insights.
- Scalability: As your business grows, it also enables your agency to grow with you and advise your business on various things to continuously improve your business advertising needs.
When Should You Hire a PPC Agency?
You might consider hiring a PPC management agency if:
- Maybe you’re spending more than $1,000/month on paid ads and want better performance.
- You might lack the expertise in managing platforms like Google Ads.
- You’ve tried PPC, but know it could probably see better results if an expert was driving it.
- You need expert help tracking performance and improving cost per acquisition (CPA).
How to Choose the Right PPC Management Agency
There are tons of various agencies out there, some things to think about below.
Key factors to consider:
- Experience and Specialization
Do they have experience in your industry? Some agencies specialize in e commerce, SaaS, local services, or B2B. - Transparency
A good agency is transparent about their strategy, reporting, and pricing model. Avoid agencies that offer vague performance promises. - Pricing Structure
Common pricing models include:
- Flat monthly fee
- Percentage of ad spend (typically 10–30%)
- Performance based (commission on results)
- Reporting and Communication
Look for agencies that offer clear, regular reports and a dedicated account manager. - Certifications and Partnerships
Check if the agency is a Google Partner which indicates verified expertise.
Top PPC Management Tools Agencies Use
Leading agencies often use a suite of professional tools to analyze data and optimize ad campaigns.
Here are some commonly used tools:
- Google Ads Editor – for managing large campaigns offline
- SEMrush / Ahrefs – for competitive keyword analysis
- SpyFu – for spying on competitors’ ad strategies
- Optmyzr – for AI powered PPC optimization
- Unbounce / Instapage – for high converting landing pages
- Google Data Studio – for custom visual reporting
What Does a PPC Campaign Look Like?
Let’s walk through a simplified example:
Campaign: Local Plumbing Company in NYC
- Platform: Google Search Ads
- Target Keywords: “emergency plumber NYC,” “24 hour plumber Manhattan”
- Budget: $2,000/month
- Ads: 3 responsive search ads with variations in copy
- Landing Page: Mobile friendly form with click to call button
- Conversion Goal: Phone calls and contact form submissions
- Result: 180 conversions/month at a $11 cost per conversion
A PPC agency would continuously optimize this campaign in various ways to improve the performance toward your conversion goals.
Common PPC Mistakes!
Without an expert or expert help, things can go awry!
Here are mistakes a good agency will help prevent:
- Targeting the wrong keywords
- Failing to use negative keywords
- Using generic or irrelevant ad copy
- Poor landing page experience
- Not setting up conversion tracking
- Not testing ad variations
- Ignoring mobile performance
- Allowing campaigns to run without ongoing optimization
PPC Management Agency vs In House Team
| Factor | PPC Agency | In House Team |
| Expertise | High, specialized | General marketing knowledge |
| Cost | Monthly fee or % of spend | Salary, benefits, training costs |
| Flexibility | Easy to scale or pause | Less flexible, slower to change |
| Tools | Access to premium tools | May lack advanced platforms |
| Time | Immediate execution | Hiring and training delays |
Agencies are often the right choice for companies that want expert level management without committing to long term internal resources.
Final Thoughts
Adding a PPC management Agency to your workforce can be daunting, exciting and results oriented. Choosing the right one, will ultimately be up to you, but we hope you contact us to give us a try today!