Performance Marketing · ServiceBOFU
PPC management with margin discipline
The short answer
Most PPC waste hides in the search terms report. Irrelevant queries, competitor brand terms that never convert, broad matches drifting far from intent, and campaigns capped by budget on the one keyword that actually makes money — these quietly consume budget week after week because nobody looks.
PMG manages PPC with a fixed weekly routine against targets derived from your margins. It's unglamorous work, and it's where most of the savings in any search account come from.
The weekly routine
- Search terms review — promote converting queries to exact match; add negatives for irrelevant ones.
- Budget reallocation toward campaigns with the highest marginal return.
- Impression share check — are your best campaigns losing share to budget or rank?
- Bid strategy review — are automated targets still aligned with your margin?
- Ad copy test reads — one variable at a time, with enough data to decide.
- Landing page conversion review by campaign.
- Reconciliation of platform conversions against your CRM or store.
What a PPC audit usually finds
- Broad match running with smart bidding and no negative keyword list
- Brand and non-brand mixed, hiding non-brand inefficiency
- Conversion actions counting micro-events as sales
- Search Partners and Display expansion enabled by default and never reviewed
- Location settings targeting "interest in" rather than "presence in" a city
- Ad schedules ignoring when your sales team can actually answer the phone
Microsoft Advertising in India
- Smaller share of Indian search than Google, but not zero
- Often cheaper CPCs for the same keywords
- Skews toward desktop and older, professional users — useful for B2B
- Easy to test by importing existing Google campaigns
What a PPC audit usually checks
- Conversion tracking accuracy and values
- Search-term relevance and negative keyword coverage
- Match-type and bidding strategy fit
- Account structure and budget allocation
- Ad copy relevance and assets
- Landing-page speed and message match
- Location, device and schedule settings
- Brand vs non-brand separation
PPC vs performance marketing
| PPC management | Performance marketing | |
|---|---|---|
| Scope | Paid click campaigns | All paid acquisition plus measurement, creative and CRO |
| Channels | Search, shopping, some social | Search, social, video, marketplaces, programmatic |
| Focus | Campaign efficiency | Business outcomes across the funnel |
PPC by business type
| Business | Core platforms | Key metric |
|---|---|---|
| eCommerce | Google Shopping, Search, Microsoft Ads | ROAS and profit |
| Lead generation | Google Search, Microsoft Ads | Cost per qualified lead |
| B2B | Google Search, LinkedIn | Cost per opportunity |
| Local | Google Search and local assets | Cost per booking |
A worked example
An account had spent for years without a structured weekly routine. We introduced a weekly cycle — search-term review, bid and budget checks, ad testing and a change log — plus monthly structure reviews. Waste dropped steadily because problems were caught early.
Before you hire a PPC agency
- Ask for a sample weekly report
- Confirm account ownership
- Understand the fee model
- Check who manages the account day to day
How a PPC Management engagement with PMG runs
- Audit (week 0–1). Accounts, analytics, tracking, website, CRM flow and competitors reviewed, with a written list of what's broken, what's wasted and the three moves we'd make first.
- Plan (week 1–2). Break-even ROAS or a target cost per lead, a measurement plan and a 90-day roadmap for PPC Management, with owners and dates.
- Launch (week 2–4). Clean structures, verified conversion signals, the first creative sprint and landing-page fixes.
- Optimise (months 2–3). A weekly test cadence, with budget following the cheapest incremental results rather than platform-reported ones.
- Scale (month 3 onwards). New channels, geographies and retention loops, added only when the economics hold.
Every week you get a one-page scorecard, a change log, the test board and a 30-minute call with your strategist. See how we work and pricing for details.
Why teams choose PMG for PPC Management
- Measurement first. Unit economics and clean tracking come before any increase in spend.
- You own everything. Ad accounts, data and creative stay in your name; ad spend goes straight to the platforms.
- Senior hands on the account. The strategist you speak to is the person running it.
- Weekly transparency. Scorecard, change log and test board — every week.
- Short minimum terms. We keep clients with results, not contracts.
- India and international. One Mumbai team running campaigns across Indian cities and overseas markets, Mon–Sat, 7am–9pm IST.
Where we run PPC Management
We manage PPC Management for businesses across India — including Mumbai, Delhi NCR, Bengaluru, Pune, Hyderabad, Chennai, Kolkata and Ahmedabad — and for companies in the UAE, Saudi Arabia, the United States, the United Kingdom, Canada, Australia, Singapore and Germany. Campaigns are planned market by market, with language, currency, platform mix and privacy rules matched to each. See all Indian locations and international markets.
Free growth audit
Get a written audit for PPC Management.
No sales call required. Tell us where to look; a strategist replies within working hours and sends the written audit within 72 hours.
- Tracking check
- Pixels, Conversions API, GA4 events and offline conversions — what is firing, what is double-counted, what is missing.
- Wasted spend
- Search terms, placements, audiences and overlap that cost money without producing qualified leads or sales.
- Conversion path
- Landing page speed, message match, form friction and follow-up time — where interested people drop off.
- 90-day priorities
- The three changes we would make first, with the metric each one should move.
Frequently asked questions
How much of our PPC spend is wasted?
It varies, but we routinely find meaningful waste in unmanaged or lightly managed accounts — mostly irrelevant search terms and poorly configured settings.
Is Microsoft Ads worth running in India?
For B2B and desktop-heavy audiences, often worth a test. Import your Google campaigns, set conservative budgets and compare cost per acquisition.
How is PPC different from performance marketing?
PPC is one part of it — paid search and shopping bought per click. Performance marketing spans every paid channel under one set of economics.
What does PPC stand for?
Pay-per-click — advertising where you pay when someone clicks your ad.
How often should PPC accounts be optimised?
Daily checks for anomalies, weekly optimisation of search terms and budgets, and monthly structural reviews.
Can PPC work for small budgets?
Yes, with narrow targeting, strong negatives and focused keywords. Small budgets need more precision, not more campaigns.
Do you manage Microsoft Advertising?
Yes — it can add efficient volume, especially for B2B and desktop-heavy audiences.
How do you charge for PPC management?
A fixed monthly fee, a percentage of spend or a hybrid, quoted after an audit.
What does PPC management include?
Strategy, setup, keyword and audience management, bidding, ad testing, landing-page input and reporting.
Can we manage PPC in-house?
Yes, with the right skills and time — many businesses use agencies for specialist support.
How long does PPC Management take to show results?
Tracking fixes and search campaigns often show improvement within two to four weeks; prospecting on Meta or YouTube usually needs three to six weeks of creative testing; SEO compounds over three to nine months. We agree leading indicators up front so progress is visible early.
Is there a long contract?
No. Minimum terms are short, because we would rather keep clients with results than with contracts.
Will we own the ad accounts and data?
Yes. Everything runs in your own accounts with partner access for PMG, and you can see it all at any time.
What do you need from us to start?
Access to ad accounts and analytics, your margins and order values (or deal values), brand assets, and a decision-maker available for a weekly 30-minute call.
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All servicesFree growth audit
Find out where your budget is leaking.
Send us your ad account, analytics or site. Within 72 hours you get a written audit: tracking gaps, wasted spend, and the three moves we'd make first. No pitch deck.