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Services
PPC Marketing
Our approach to PPC enables brands to balance paid and organic activity to make the most of spend and maximise performance.
Effective PPC marketing
PPC is an incredibly valuable tool for brands to use alongside SEO and other areas of marketing and activity to reach the right people, with the right message, and drastically increase the success of campaigns and other conversion metrics.
One mistake a lot of brands make, however, is seeing PPC as a cash cow which generates leads for a certain amount of spend. The most important thing to consider when it comes to PPC is that its core purpose is to support a holistic approach to a complete marketing strategy.
This means integrating PPC activity with content and brand communications to create the most efficient and effective campaigns which are tailored to different audiences and user journeys.
Continuously improving PPC campaigns
Our approach to PPC marketing, campaigns and strategies is to create a framework which allows for continuous refinement and optimisation, giving brands a tool they can adapt and utilise in different areas depending on changing business focuses and priorities.
We specialise in connecting this paid source with organic traffic through authentic content which nurtures customers and leads them through the marketing funnel, across every touch-point within their journey.
Key benefits
- Holistic digital marketing approach including PPC
- Set-up and ongoing management of campaigns
- Monthly reporting
- Dedicated PPC manager
- A balance of creative and technical expertise
- Continuous refinement and optimisation
Frequently Asked Questions
What is PPC and how does it work?
PPC (pay-per-click) is paid advertising – most commonly through Google Ads, that allow you to feature at the very top of search results for certain keywords and search terms. It functions on an auction system and can be used for one-off campaigns, but is most effective as an ongoing tactic that is consistently optimised, updated and improved. We treat it as part of a holistic marketing strategy, not a standalone lead machine.
How much should I spend on PPC?
It depends on your sector, competition and goals, so there’s no single figure – we build campaigns around agreed KPIs and continuously refine spend based on what’s actually converting. This can include focuses on purely reach and impressions, or clicks and traffic to the site, but most commonly, conversions. Figuring out conversion values and ROI is a great way to ensure ad spend is profitable and not going to waste.
Can PPC alone grow my business?
PPC works best combined with organic content and brand communications rather than run in isolation. On its own it can generate leads, but it won’t build the long-term, sustainable performance that SEO and content provide. It’s paid, not earned media, can be costly, heavily relies on content quality, and is at higher risk of external factors such as competition bidding and monthly search volume.
Do you manage PPC campaigns on an ongoing basis?
Yes, we set up and manage ongoing PPC campaigns with monthly reporting and a dedicated manager, continuously refining based on performance. Ongoing PPC is often more effective and delivers more than one-off campaigns, as the system relies heavily on historical data and learning, so the more of this you have, the more refined and competitive your ads will be.
Which platforms do you run PPC campaigns on?
We run PPC primarily through Google Ads based on top potential traffic sources, but can also create paid campaigns for Bing and other search engines too, if these are a big part of the brand’s digital marketing strategy.
