PPC on Google and Microsoft,
run for enquiries, not clicks.
Search campaigns on Google Ads and Microsoft Ads, run by one team to one plan, and judged on the enquiries, sales or bookings they bring in.
Most buyers who need what you do start with a search. Paid search puts the business in front of them at that moment, on the searches that lead to work, and the budget can be moved within a week to wherever the enquiries are coming from.
Paid Search, often called PPC or pay per click, is one of the four Digital services. Accounts are managed from our Norwich office, for businesses across Norfolk and well beyond it.
Two platforms, one plan.
Most accounts start on Google, where most searches happen. Microsoft is added once Google is working, and kept only if it brings in work at the target cost.
- Google AdsSearch, Performance Max, remarketing and YouTube, on the platform that carries most of the searches your buyers make.Where the ads appearGoogle Search, Maps, YouTube and Google’s display network.
- Microsoft AdsFormerly Bing Ads. Search campaigns on Bing and its partners, with bids adjusted by company, industry and job function using LinkedIn profile data.Where the ads appearBing, Yahoo, AOL, DuckDuckGo, Ecosia and Microsoft Copilot.
One target, both platforms.
Google and Microsoft are run to the same targets, so they can be compared like for like. Each week the searches that waste money are excluded on both, and budget moves towards whichever platform is bringing in more of the enquiries you want.
Neither platform gets a budget because it exists. It gets one because the numbers support it.
What PPC management covers.
The same work on both platforms, scoped to what the account needs. The plan sets out which parts yours does, and why.
Account structure
Campaigns organised by the services you sell and the places you sell them, so budget can go to the work you most want.
Conversion tracking
Forms, calls and emails recorded on both platforms before any budget is spent, and connected to your CRM where you have one.
Keyword research
The searches your buyers actually use, what each one costs, and which competitors are already bidding on them.
Ad copy and assets
Ads written for each service, with sitelinks, call details and the facts a buyer needs before they click.
Weekly search term reviews
Every search that triggered an ad, read each week, with the ones that will never become work excluded.
Bids and budgets
Set against targets drawn from your goals, and moved each week to where the enquiries are.
Landing pages
Pages on your own site written for the search and the ad, so more of the clicks you pay for become enquiries.
Audits and takeovers
An existing account reviewed first, kept where it works and rebuilt where it does not.
What you see each month.
One report covering both platforms, written for the person who signs off the budget. It shows what the spend brought in, not how many people saw an ad.
- EnquiriesForms, calls, sales or bookings, whichever your business runs on, split by platform, campaign and service.
- Platforms side by sideGoogle and Microsoft compared on what each one brought in, against the target in the plan.
- Search termsThe searches that brought people in, and the ones excluded this month.
- Ads and landing pagesWhich ads and pages turned clicks into enquiries, and what is being tested next.
- Next monthWhat changes on each platform next month, and why.
Weekly.
Each week.
Search terms are read and excluded on both platforms, budget is moved to the platform that is performing, and ads are tested against each other.
Every change is logged in the account’s history, which you can see at any time.
Monthly.
Each month.
A written report on the enquiries, sales or bookings each platform and campaign produced, with what changes next month and why.
It goes to the person who signs off the budget.
Quarterly.
Each quarter.
The plan is reviewed against your goals: which services to push, which to hold, and whether the budget should change.
Spend only rises where the results hold up.
Paid Search, in practice.
All Projects
Questions about PPC.
What does PPC management include?
The account structure, keyword research, ad copy, bids and budgets, conversion tracking, the weekly search term review and the monthly report, on Google Ads, Microsoft Ads or both, with landing pages where the account needs them.
Should we advertise on Google, Microsoft or both?
Usually both, in that order. Google carries most searches, so it comes first. Microsoft is added once Google is working, because it reaches people on Bing and its partner sites that Google Ads cannot, often at a lower cost per click.
What is a good cost per enquiry?
The one your business can sustain. We agree it with you before launch, from what a new client or sale is typically worth to you and how many enquiries usually turn into work.
Who owns the ad accounts?
You do. Your Google Ads and Microsoft Ads accounts are held in your name and billed to you by the platforms, and we are given access to manage them. If you ever move on, everything stays with you.
Is ad spend included in the fee?
No. Ad spend is paid to the platforms from your own accounts, so you can see exactly what was spent. Our fee covers the management, the reporting and the work around it.
How long before PPC pays for itself?
That depends on how long your sales take. Enquiries usually start within the first few weeks. Whether they pay back is clearer once enough of them have had time to become clients, which for most service businesses is a matter of months, not weeks.
Do you only work with businesses in Norfolk?
No. The team works from the Norwich office, and campaigns can target anywhere your buyers are, from a single county to the whole of the UK.
How is it priced?
Every engagement has a defined scope and a stated fee, agreed in writing before any work begins. Tell us where you’re going and we’ll tell you what it would involve.
Ready to talk about your next stage of growth?
Tell us where you’re going. We’ll tell you, candidly, whether we’re the right agency to take you there.
Prefer to speak to someone? 01603 369929
Thank you. Your enquiry has reached us.
We’ll reply in writing, during business hours.
Something went wrong sending your enquiry. Please call 01603 369929 or email hello@pollard-media.co.uk.