PPC management services: Google and Meta ads managed for revenue, not clicks

What do PPC management services cover?

Good paid search and social management covers everything between the budget and the sale, not just the bids. On every account we run five things together:

• Targeting and structure. Campaigns organised by buyer intent, with search terms and audiences reviewed every week.
• Creative. New ads tested every month: static, short video and motion graphics, written for the platform they run on.
• Landing pages. One page per offer, matched to the ad that sent the visitor, built to capture the lead.
• Tracking. Conversions sent back to Google and Meta from your CRM, so the platforms optimise for buyers, not form fills.
• Follow-up. Instant replies, email nurture and retargeting, so leads who do not buy on day one are not wasted.

Which platforms should you advertise on?

The right platform depends on whether your buyers already search for what you sell. People who search are ready to buy; people who scroll need to be persuaded first.

How a campaign runs

From ad budget to booked revenue in five steps

Each step feeds the next. Skip one and the spend leaks somewhere you cannot see.

1. 01 Numbers Set the target cost per customer

   Work back from your margin and customer value to the most you can pay for a sale.

2. 02 Tracking Send real sales back to the platforms

   CRM outcomes go to Google and Meta, so their bidding learns who buys, not who clicks.

3. 03 Creative Test hooks and angles every month

   New ads in every cycle, judged on cost per customer, not likes.

4. 04 Page Match the landing page to the ad

   One page per offer, same promise as the ad, one clear next step.

5. 05 Scale Move budget to what earns

   Winners get more spend, losers are paused after a fair test.

How does Facebook ads management work?

Facebook ads management means running campaigns in Meta Ads Manager, which places ads across Facebook, Instagram, Messenger and Meta's partner apps. Every account has three layers: the campaign sets the goal, such as leads or purchases; the ad set decides the audience, budget and placements; and the ad is the creative people see.

Meta's targeting has become broad and largely automated, so the creative now does most of the targeting. A video that speaks to new homeowners finds new homeowners. That is why our Meta work spends most of its effort on creative: different hooks, angles, formats and offers, tested against each other every month.

The other half is data. We connect the Meta pixel and the Conversions API, which sends events from your server or CRM, so Meta sees which leads became customers. Without that signal the platform optimises for cheap form fills, and cheap form fills are rarely buyers.

What does Google Ads management include?

Google Ads management is the weekly work of keeping search spend pointed at buyers. Search ads are different from social ads because the buyer tells you what they want, in their own words. Our job is to show up for the searches that lead to sales and stay out of the ones that do not.

• Keyword research by intent. "Divorce lawyer near me" and "how does divorce work" are different buyers. We bid hard on the first and usually skip the second.
• Negative keywords. Every week we read the actual search terms that triggered your ads and block the irrelevant ones, which is where most wasted spend hides.
• Ad copy and assets. Responsive search ads with headlines that repeat the searcher's words, plus sitelinks, callouts and call assets.
• Quality Score. Google rates each keyword from 1 to 10 on expected click-through rate, ad relevance and landing page experience. Higher scores usually mean you pay less for the same position.
• Bidding. Automated bidding works well once it has enough conversion data. Until then we keep tighter control, and we import offline sales so the system learns from revenue.

What do ROAS, CPA and CPC mean?

These numbers decide whether paid advertising is working. Here they are in plain English, with a worked example on a $1,000 monthly spend.

The example numbers only show the arithmetic. Your own numbers depend on your market, offer and price.

What is a good return on ad spend?

A good return on ad spend is one that leaves profit after the cost of the product and the ads, so it depends on your margin, not on an industry average. The quickest check is your break-even ROAS: one divided by your gross margin.

For businesses with repeat customers, the better test is payback: how many months of a customer's revenue it takes to cover their acquisition cost. A 1.5x first-purchase ROAS can be excellent if the average customer buys four more times.

How much should you spend on ads?

Work backwards from the customers you want, not forwards from a round number. If you want 20 new customers a month and you can afford up to $150 each, your ceiling is $3,000 a month. Then check the floor: the budget must be big enough to produce a meaningful number of conversions each month, or the platforms cannot learn and you cannot tell a winning ad from luck.

Where we do not have your history yet, we start with a test budget on the platform most likely to work, read the results after a fixed period, and only then scale. Spending more on an account that is not yet profitable just makes the loss bigger.

Why do Google and Meta both claim the same sale?

Every ad platform measures its own results with its own rules, so two platforms can both claim the same customer. Someone might click a Google ad, see a Meta ad two days later, and then buy. Each platform counts the sale. Add up the platform reports and you get more revenue than you actually made.

That is why we report a blended number next to the platform numbers: total ad spend divided by total new customers from your CRM. If the blended cost per customer is healthy, the account is working, whatever each dashboard claims.

Proof

What paid advertising produced for two clients

Numbers from the published case studies, with the period each was measured over.

• 3.5x return on ad spend Austere, one quarter
• 450+ qualified leads Austere, first quarter
• 3x lead volume Dimov Associates, 90 days
• 40% lower cost per acquisition Dimov Associates, 90 days

How do we test ad creative?

We test one idea at a time so the result means something. A test changes the hook, the angle or the format, not all three at once. The hook is the first line or first two seconds; the angle is the reason to buy, such as saving time, saving money or avoiding a risk; the format is static, video, carousel or demo.

Each test runs until it has spent enough to judge it against the current best ad on cost per customer. Winners become the new control and losers are switched off. Over a few months this builds a library of proven hooks and angles that also feeds your social media and email.

Search vs social

Google ads and Meta ads do different jobs

How search and social advertising differ

Question	Google Search ads	Meta ads
How people find you	They search for what you sell	You interrupt their scroll
What does the targeting	The keyword	The creative
Main lever	Keywords, negatives, landing page	Hooks, angles and offers
Best for	Demand that already exists	Creating new demand
Biggest waste	Irrelevant search terms	Tired creative shown too often

Why do most ad accounts lose money after the click?

Most ad accounts lose money after the click because the page, the form or the follow-up was never built for the traffic. The ad does its job, then the visitor lands on a generic home page, meets a long form, or waits a day for a reply. That is why every ad project starts with a funnel audit: fixing the leak first makes every future dollar of spend worth more.

How do we measure paid advertising?

We measure paid advertising by what it earns, using four numbers reported every month:

• Cost per lead: spend divided by new leads.
• Cost per customer: spend divided by new paying customers.
• Return on ad spend (ROAS): revenue from ads divided by ad spend.
• Payback period: how many months of a customer's revenue it takes to repay what they cost to acquire.

Clicks, impressions and click-through rate are tracked too, but they are diagnostics, not goals.

What results have our ad campaigns produced?

How often do we change your campaigns?

We review search terms, audiences and spend every week, and launch new creative tests every month. Budget moves toward the campaigns with the lowest cost per customer, and anything that has not produced a sale after a fair test is paused, not left running out of habit.

What do you need from me?

Admin access to your ad accounts (or we set them up in your name), access to your website or landing page builder, your CRM or a sales report so we can track real customers, and a clear monthly budget. Everything else, from research to reporting, we handle.