PPC Management

One PPC plan across every platform

Pay-per-click advertising means you pay only when someone clicks your ad. Most businesses start with Google Ads, but the best results often come from a mix: Google and Microsoft (Bing) Ads for people already searching, Meta and TikTok for demand you create, LinkedIn for B2B decision makers and Amazon for product searches.

We plan PPC as one budget across those platforms, set up conversion tracking first, and move spend every week towards the campaigns that bring real enquiries and sales, not just clicks.

Being honest about the limits

PPC works fastest when there's demand and a clear offer. It can't fix a weak offer or a slow website, and costs rise quickly in competitive industries, so we tell you upfront if a budget is too small to learn from.

How much does PPC cost?

PPC costs have two parts: the ad budget you pay directly to Google, Microsoft, Meta or LinkedIn, and the management fee you pay an agency. Here's what both typically look like.

Source: WordStream by LocaliQ, Google Ads Benchmarks 2025 (US data). Your costs depend on industry, location, competition and the quality of your ads and landing pages. Read our full PPC management cost guide.

What PPC management costs

• Flat monthly fee: commonly $500 to $2,500 a month for small businesses, more for larger accounts.
• Percentage of ad spend: typically 10% to 20%, with smaller budgets usually at the higher end.
• Setup fee: often $500 to $5,000 one-time, covering the audit, tracking, campaign structure and first ads.

We quote a clear flat monthly fee in writing after a short call, so your fee doesn't rise just because you spend more on ads.

How to set a starting budget

Work backwards from the number of leads you want. If your expected cost per lead is $70 and you want 20 leads a month, plan for about $1,400 a month in ad spend, plus a few weeks of testing. A budget that only buys a handful of clicks a day is too small to learn from, and we'll tell you if that's the case.

Which PPC platforms should you use?

Most businesses don't need every platform. We start with the one closest to buying intent, usually Google Search, then add others when the first is profitable.

Microsoft (Bing) Ads deserves a closer look in the USA and UK: Bing's share of all US searches was about 7.5% in 2025 and around 8% in the UK, much higher on desktop, and its clicks are often cheaper than Google's because fewer advertisers compete there.

PPC audit checklist: 10 things we check first

1. Conversion tracking is set up for calls, forms, WhatsApp and purchases, and tested
2. Search terms are reviewed weekly and negative keywords added
3. Campaigns are split by service, location or product, not one big campaign
4. Ads match the keywords and the landing page message
5. Landing pages load fast on mobile and have one clear next step
6. Bids and budgets follow cost per lead or return on ad spend, not clicks
7. Location and ad schedule settings match where and when you serve customers
8. Brand searches are protected from competitors
9. Microsoft (Bing) Ads is tested alongside Google
10. Leads are followed up within minutes, and outcomes are tracked back to campaigns

Most accounts we review fail at least three of these, usually tracking, search terms and landing pages. Fixing them often lowers cost per lead before any budget increase.

What affects the cost

Every project is quoted in writing after a short call. The main factors are:

• Your monthly ad budget, paid directly to the platforms
• How many platforms and campaigns are managed
• Whether landing pages need building or improving
• Tracking and CRM integration needs
• Reporting frequency and meetings