PPC Management Firm: What Do They Do

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PPC Management Firm: What Do They Do

Clients’ online paid advertising activities are managed by PPC management firm. For those unfamiliar with the phrase, PPC stands for pay-per-click and refers to a variety of digital ad formats ranging from search advertisements at the top of Google to YouTube video commercials.

The goal of a  PPC management firm is to manage online ad campaigns for various clients, ensuring that the right ads are displayed to the right people at the right time, all while staying within a budget.

Furthermore, a PPC management firm can demonstrate marketing ROI by incorporating conversion monitoring to attribute phone and web leads to your PPC campaigns and evaluating data relevant to your goals.

Every PPC management firm will take a different approach to account management. Some agencies, for example, may focus on a single platform, such as Google Ads or Facebook, while others manage ads across many platforms. Some businesses are more hands-on when it comes to account management, while others rely on a platform’s machine learning to make changes and optimizations.

Finally, a company’s strategy is determined by its competencies and resources, as well as the demands of the businesses it serves. Despite the fact that strategies differ, all PPC firms offer the same overall service of managing online paid advertising campaigns.

Take a deeper look at a PPC management firm’s tasks, which are divided into three categories



Any PPC management firm’s first task is to set up the campaign and lay the groundwork for success. This entails a number of processes, including developing a campaign structure, creating ads, and tracking conversions. It does, however, begin with strategy.

One of the first things a PPC management firm should do is to develop a good strategy for conducting an effective ad campaign.

The PPC Management Firm will need to learn about its client’s business objectives and marketing goals in order to develop an effective plan. What is the goal of a paid marketing campaign? Is the client looking to increase the number of phone calls he or she receives? How can you increase the number of people who sign up for your newsletter?

This approach also entails getting to know the target audience as well as any consumer personas that the client may have defined. Additionally, agencies must define key performance indicators (KPIs) that may be used to monitor success, such as impression share, click-through rate (CTR), conversions, lead quality, and income.

All of this data contributes to the development of a complete strategy. The rest of the campaign preparation, from campaign type and location targeting to conversion tracking, will be guided by the plan.

Many factors affect campaign preparation, and many of them differ by platform and campaign type. Setting up may be one of the tasks.

  • Groups of ads
  • Sitelinks, location extensions, and callouts are examples of ad extensions.
  • Keywords
  • Targeting based on location
  • Targeting demographics and audiences
  • Topics for placements
  • Exclusions from the content
  • Ad objectives that change over time
  • Strategies for bidding
  • Landing page for the budget
  • Tracking conversions

The next stage after a PPC management firm has set up and started a campaign is to develop relevant reports to track performance and drive optimization.


One of the most crucial things a PPC management firm does, aside from putting up ads, is reporting. Reports should be tailored to the client’s key performance indicators and issued on a regular basis, such as biweekly, monthly, or quarterly.

For reporting, different PPC management firms use different platforms. Some people might use Excel, while others might use Google Data Studio. Some businesses give static reports, while others provide dynamic reporting dashboards with real-time data.

The sophistication of reporting varies depending on an agency’s resources and skills, as well as the needs of the customer. Some customers may only be interested in ad-level metrics like clicks and impressions. Others may require a more detailed examination of website interaction, lead quality, and ROI.

Some PPC management firms will combine data from different sources to provide a more complete picture to their clients. For example, a customer may have an Instagram ad running, but Google Analytics data might assist the client in better understanding the other channels via which users are arriving at their website and how they’re engaging once they’re there.


Optimization is the third major area of responsibility for a PPC management firm. This is a continuous process of managing and refining the campaign in order to increase efficiencies and results.

A PPC company’s optimization decisions should be based on facts and suit the aims of their clients. A customer whose aim is to increase brand awareness, for example, will require completely different methods than a client whose goal is to increase lead quality.

The following are some examples of PPC optimization strategies:

  • A/B testing is the process of comparing two options.
  • Changes in the bidding approach
  • Changes in the budget
  • ad placement
  • Adjustments to the target
  • Keywords with negative connotations
  • Observations from the audience
  • Image extensions are among the beta features.
  • Adjustments to bids

In addition to the aforementioned, PPC management firm must keep up with platform changes such as new ad goods and regulatory modifications. This is an important aspect of keeping a campaign optimised and avoided. 

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