We’ll identify wasted spend, tracking problems and the clearest opportunities before recommending what you should spend with us.
01Diagnosis
Orders and ROAS
Which sales contribute revenue and profit?
Calls, forms and bookings
Which conversions become paying customers?
Cost per lead
Which enquiries become qualified opportunities and sales?
Google will spend the budget you give it. That does not mean it spent it well.
02Where Spend Goes
One specialist account review required more than 900 negative keywords to remove irrelevant templates, free documents, competitor searches and informational traffic before the budget reached buyers who mattered.
Spend can drain into the wrong locations, devices, audiences or times of day. We tighten geographic catchments and audiences around the people most likely to become customers, rather than paying to reach everyone.
If a checkout visit is recorded as a purchase, or a form fires twice, the platform optimises towards the wrong actions. We check that conversions reflect what actually happens in the business before trusting the numbers.
A well-targeted click still fails on a slow, confusing or unconvincing page. Paid traffic accumulates before the page instead of turning into enquiries and sales.
Cheap leads are not the same as good ones. A campaign can produce a high volume of enquiries that never become customers. We focus on the outcomes that carry commercial value.
03Measurement
The advertising platform presents all of these as conversions. We classify them as primary commercial actions, useful secondary signals, or misleading and broken actions, until the picture is honest again.
A broken conversion is still a conversion to Google.
A conversion is only the start. The value and margin of what sold is what tells you whether the campaign worked.
Genuine bookings and purchases matter more than casual enquiries. We measure the conversions that become paying customers.
A lead is not a sale. We follow the enquiry through to a qualified opportunity, proposal and customer.
04The Work
171 conversions at £32.99 CPA
£3,416.16 order value from £750.44 spend
63 conversions, 34% higher year on year
Zero conversions that meant broken tracking, not failure
The wider work included:
A falling account-wide CPA can still hide campaigns that are not earning their share of the budget.
We also explained why data-driven attribution can create decimal conversion figures. Google may divide the credit for one order between several advertising interactions rather than awarding the whole conversion to the final click.
The account had exhausted its available monthly budget too early, which meant it could miss demand later in the month. Increasing the budget was not an option, so the work focused on:
This is the difference between reading Google’s headline number and understanding how that number was produced.
That growth did not mean every campaign should receive more money. Performance Max was converting at a higher cost than Search and its spend had begun growing faster than its conversions.
We responded by:
The account maintained strong conversion volume whilst the budget was redirected towards the activity showing better commercial intent.
Scaling PPC does not mean increasing every budget. Sometimes growth depends on protecting the campaigns that earn the spend and restraining the ones that do not.
Zero recorded conversions can mean a campaign failed. It can also mean the measurement failed. We investigate before deciding.
Appear when prospective customers are actively searching for what you provide.
Creates or develops demand across Facebook and Instagram, and supports remarketing.
Extends paid-search reach where the available audience and likely return justify it.
Targets defined professional audiences for sufficiently valuable B2B offers.
An emerging conversational advertising route we are testing carefully.
Select a platform or business type to see how we approach it.
Google Ads allows your business to appear when prospective customers are actively searching for the products, services or solutions you provide.
Depending on your business and objectives, we can manage:
We do not use every campaign type merely because Google offers it. The right structure depends on search demand, customer intent, your budget, the website and the information available to measure performance.
Ecommerce PPC should do more than increase the number of orders.
Ten orders worth £30 each are not equivalent to ten orders worth £300 each. Products can also have very different margins, fulfilment costs, stock positions and customer lifetime values.
Where the necessary information is available, we use order values, product performance and commercial priorities to help campaigns generate more valuable sales.
Ecommerce PPC management may include:
A strong ROAS does not automatically mean a campaign is profitable. ROAS measures revenue against advertising spend. It does not automatically include product costs, fulfilment, returns, payment fees or discounts.
Where the data permits, we move measurement closer to the contribution those sales make to the business.
Consumer campaigns may be used to generate purchases, bookings, appointments, telephone calls or enquiries.
Google Ads can capture people who are already searching. Meta Ads can introduce an offer, create demand and bring previous visitors back to the website.
We agree what a meaningful conversion looks like before allowing the advertising platform to optimise the campaign. This may involve measuring:
More conversions are only useful when they are the right conversions.
A B2B enquiry may take weeks or months to become a customer.
This makes a simple form-submission count a poor measure of success. A campaign can generate a high volume of apparently cheap leads whilst producing very few genuine sales opportunities.
We focus on search intent, lead quality and what happens after the initial enquiry.
B2B PPC management may include:
Where possible, we use information from your sales process to help the advertising platform distinguish valuable prospects from enquiries that go nowhere.
Meta Ads allow businesses to advertise across Facebook and Instagram.
Unlike Google Search, people using Facebook or Instagram may not already be looking for the product or service being advertised. The campaign needs to create interest rather than simply respond to existing demand.
This makes the audience, offer, creative and landing page particularly important.
Meta Ads can be useful for:
We also consider how Meta contributes to the wider customer journey. Someone may first discover a business through Facebook or Instagram before returning later through Google, organic search or a direct visit.
Microsoft Advertising, still commonly known as Bing Ads, can provide additional access to people searching through Bing and Microsoft’s wider search network.
Search volume is generally lower than Google, but competition and click costs may also be lower. We consider Microsoft Advertising where the available audience and likely return justify it.
LinkedIn Ads can help B2B advertisers reach people based on their industry, employer, role and seniority.
Clicks and leads are often more expensive than on other platforms. That does not automatically make LinkedIn poor value. If one new customer is worth tens of thousands of pounds, paying more to reach the correct decision-maker may be commercially sensible.
We are unlikely to recommend LinkedIn for a low-value offer, an unclear audience or a budget that cannot support meaningful testing.
Advertising within AI platforms is creating a new form of paid visibility.
We are currently testing ChatGPT Ads and learning how the platform works in practice, including campaign creation, contextual relevance, bidding and conversion measurement.
The platform is still developing. We currently treat ChatGPT Ads as an emerging channel to investigate carefully, not an automatic replacement for Google Ads or a reason to redirect substantial budgets without evidence.
Select an area to see how we approach it.
We start by understanding what the campaign needs to achieve.
That includes considering:
This gives us a commercial framework for deciding where to advertise, how to structure the account and what the campaign should optimise towards.
We take responsibility for the overall health and performance of the advertising account.
This can include:
We maintain clear records of significant changes so you can understand what has been done and why.
Individual campaigns need monitoring, analysis and improvement.
We review how budgets are being spent, which searches are triggering adverts and whether the resulting leads or sales are valuable to the business.
We make deliberate changes based on evidence. Going into an account and changing something every day does not automatically improve it. Unnecessary intervention can disrupt automated bidding and make performance harder to evaluate.
Good PPC management means knowing when to make a change, why it is needed and how its impact will be measured.
PPC management is a repeating decision process, not daily activity for its own sake.
05Investment
| Service | Best suited to | Management fee |
|---|---|---|
| PPC Foundations | Smaller or simpler accounts with a clearly defined objective | From £600 + VAT per month |
| Active PPC Management | Growing accounts that need continuous optimisation | Scaled to your monthly spend and requirements |
| PPC Growth Programme | Businesses wanting management, landing-page input and broader strategic support | From £1,750 + VAT per month |
Advertising budget: paid directly to the advertising platform and kept separate from our management fee.
Minimum term: we ask PPC clients for a minimum of three months, after which the arrangement can be cancelled on a monthly basis.
Reporting and meetings: tailored to the account and its spend, from a monthly report to weekly or fortnightly meetings.
Landing page and tracking work: usually quoted separately from the retainer, though it can be built into a Growth Programme contract.
Automation can manage bids. It cannot decide what matters to your business.
If you only want somebody to keep the account ticking over and send Google’s figures once a month, we may not be the right PPC agency for you. We will question the tracking, challenge the budget and tell you when the website, offer or sales process is limiting the campaign.
GrowTraffic delivered what we hoped; excitement on social media prior to the launch of our brand. We've seen some great engagement so far and look forward to further increasing our web presence with their help.
Catherine Haken, Head of Marketing, JUNIORJONES
Understand the relationship between available budget, search demand, click costs and the amount of data a campaign needs.
Read The PPC Budget GuideLearn how better conversion values can help Google distinguish between actions with different commercial importance.
Read The Conversion Value GuideExplore the campaign, tracking, offer and landing page problems that can prevent paid traffic from producing customers.
Read The Google Ads Conversion GuideCompare bidding approaches and understand why the right strategy depends on the account, data and objective.
Read The Bidding Strategy GuideGeorgia Whitworth explains how to set goals, choose platforms, build landing pages, test campaigns and measure a product launch.
Read The Product Launch GuideUse the GrowTraffic calculator to explore the relationship between conversion value, advertising spend and target return.
Use The ROAS CalculatorGrowTraffic’s ongoing PPC management starts from £600 plus VAT per month.
The final fee depends on monthly advertising spend, the number of platforms and campaigns, tracking requirements, reporting and the amount of strategic input required.
Larger or more complex accounts are priced separately. The advertising budget is normally paid directly to the platform and is separate from the management fee unless an agreed package states otherwise.
There is no standard PPC budget.
The appropriate amount depends on search demand, competition, click costs, website conversion rates, customer value and what the campaign needs to achieve.
We work with budgets ranging from a few hundred pounds per month to tens of thousands. We will tell you if the available budget is too thinly spread or unlikely to generate enough information to make reliable decisions.
Yes.
A few hundred pounds can be enough for a tightly focused campaign targeting a particular service, audience or geographic area.
It will not usually be enough to advertise several services nationally in a competitive market. For some small accounts, a setup, review or support arrangement may offer better value than full monthly management.
Yes.
Within the GrowTraffic team, we have experience managing an individual PPC account spending more than £90,000 per month.
Larger accounts require careful budget allocation, reliable tracking and clear commercial priorities because small mistakes can waste substantial sums very quickly.
Yes.
We normally review the account before recommending substantial changes. Existing campaigns, conversion data and historical performance may all be valuable.
Taking over an account does not automatically mean tearing it apart and starting again.
Yes.
Your business retains ownership of its advertising accounts, campaigns and historical data. We manage them using the appropriate access permissions.
If you stop working with us, you should not lose the account or the information it contains.
We can review how the website and advertising platforms record enquiries, telephone calls, purchases and revenue.
Where changes are required, we can work with your developer or GrowTraffic’s web team to implement them.
Yes.
We manage ecommerce campaigns across Google Search, Shopping, Performance Max, remarketing and paid social.
Where possible, we use order and conversion values to understand which campaigns, products and searches generate the most valuable sales.
Yes.
For B2B campaigns, we focus on search intent and lead quality rather than assuming every form submission has equal value.
Where the available systems allow it, we can use CRM or sales information to improve measurement and help campaigns optimise towards more useful opportunities.
Yes.
We manage paid social campaigns through platforms including Meta and LinkedIn.
Meta is often relevant to ecommerce, consumer services, events, local businesses and remarketing. LinkedIn is more likely to suit B2B advertisers targeting a defined professional audience with a sufficiently valuable offer.
LinkedIn Ads can be expensive compared with Meta or some Google Search campaigns.
The more important question is whether the cost is justified by the value and quality of the opportunity.
LinkedIn is unlikely to make sense for a low-value product with a broad audience. It may make sense for a business selling a valuable service to a specific group of decision-makers.
Yes.
Bing Ads is now part of Microsoft Advertising. Search volume is normally lower than Google’s, but it can provide useful additional traffic for the right business.
We assess demand, likely click costs and customer behaviour before recommending it.
We are currently testing ChatGPT Ads and learning how the platform performs as its advertising tools develop.
For now, we treat it as an emerging channel to test carefully rather than a replacement for established PPC platforms.
Yes.
We can review existing landing pages, recommend improvements or build new pages where the current website is limiting campaign performance.
A PPC agency plans, builds and manages paid advertising campaigns.
That can include market and keyword research, campaign structure, advertising copy, budgets, bidding, search terms, audiences, conversion tracking, landing page recommendations, reporting and ongoing optimisation.
A good PPC agency should also help you understand whether the campaigns are producing commercially useful results rather than merely reporting clicks and platform conversions.
PPC can begin generating traffic as soon as campaigns are live. That does not guarantee immediate enquiries or sales.
Meaningful data takes time to accumulate. Larger budgets generally collect information more quickly, whilst smaller campaigns may need a longer testing period.
Results also depend on demand, competition, the offer, the website and how effectively enquiries are converted into customers.
Traffic can begin immediately. Reliable conclusions cannot.
No credible PPC agency can guarantee a particular number of enquiries, sales or a fixed return.
We can research the opportunity, forecast possible outcomes, manage the campaigns, measure performance and improve them based on evidence.
We cannot control customer demand, competitor activity, your pricing, your sales team or changes made by the advertising platforms.
We would rather give you a defensible assessment than an impressive promise we cannot support.
Whether you are planning your first campaign or already spending tens of thousands each month, we can help you understand the opportunity, what may be wasting money and what should happen next.
Find out where your PPC budget is going, what is being recorded as a conversion and where we believe the greatest opportunities or problems lie.
Review My Existing AccountWork out what PPC could realistically achieve, which platforms may be appropriate and what budget is likely to produce useful information.
Plan A New PPC CampaignTell us what you currently spend or expect to invest, what the campaigns need to achieve and what you think may be getting in the way. We will review the information, arrange an initial conversation and explain where we believe the greatest opportunities or problems lie.
Written and reviewed by Simon Dalley, founder of GrowTraffic. Last updated August 2026.