Pay Per Click (PPC)

Google Ads and Paid Social campaigns that will find your audience and deliver conversions at the optimal budget for your business.

PPC Manchester

If you’re top of the search engine rankings and have thousands of social media followers, you might not need it. But for most businesses, there are always new audiences that can be reached by utilising pay-per-click (PPC).

What is PPC?

In digital marketing terms, paid media equates to PPC advertising on search engines like Google or paid social ads on channels like Facebook, Instagram, YouTube or Linkedin. There are also enhancements like remarketing and display advertising that can increase your coverage even further afield.

If you’re not careful you can spend a lot of money on PPC or Google Ads with little reward, so you need to make sure the odds are stacked in your favour by spending time to formulate a strategy that’s right for your business. Our team of PPC and Paid Social experts in Manchester will work with you to put together a media plan that will deliver a return on investment based on a realistic budget and achievable timescales.



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What is Paid Social?

Paid Social refers to pay-per-click advertising on social channels such as  Facebook, Instagram, Twitter and LinkedIn. They work in a similar way to Google ads but are more heavily reliant on visuals such as images, image carousels and videos.

For some businesses, paid social will be a better route to go down then paid search, especially if you have a very clearly defined target audience. For example with Facebook advertising you can select audiences based on their demographics, lifestage and online behaviour, so that you can hone in on a specific market.

Before creating a paid social campaign, it is important to consider where your target audience hangs out. Each brand has its own particular buyer demographic, and understanding this will lead you to the right platform for your paid social advertising.

How a PPC agency can help

The range of digital media to choose from can be overwhelming and it is hard to know which avenue will be the best for your business. A PPC agency will guide you through the process and make sure you get the most out of your advertising budget.

If you are looking for a PPC agency in Manchester then get in touch for a discovery meeting today.

Our PPC Process

Keyword Research

We will define the list of keywords using a range of research techniques and make sure landing pages are available to match these keywords.

Campaign Planning

Using the keywords obtained in Step 1 we will map out a campaign structure that groups these keywords into collective ad groups. 

Ad Copywriting

We will write all the copy for the Responsive Search Ads. This includes titles and descriptions within the character limits.

Ad Account Build

Once the campaign plan is approved we will build the structure on the Google Ad account platform and set the campaign live.

Learning Phase

The ads need to be approved by Google and will then go into a learning phase.

Ongoing Optimisation

Once the learning phase is complete we will carry out further optimisation on the campaign to deliver maximum ROI.


What is the difference between Smart Mode and Expert Mode on Google Ads?

Smart Mode is the format Google will direct you to if you have no experience of PPC advertising. Basically all you have to do is set your goals and handover your budget. They will do the rest for you. This may sound great but it means that you have virtually no control over where your ads will appear and how your budget is targeted and spent. As a digital marketing agency we always use Expert Mode as it allows every aspect of PPC campaigns to be customised and optimised. This way we are able to to fully maximise ROI for clients and meet their marketing objectives

Why aren't my PPC ads coming top?

Often when we speak to new clients they have tried PPC before and been disappointed with the results, usually linked to their ads losing out to competition and not appearing in the top 4 paid search results. An obvious reason is that the ad is losing out in favour of other advertisers with more budget to bid for that position. However, there are other factors that affect the ad rank that can be just as important as budget including the relevance of the ad to the search term used and the landing page experience. This is why having a clear structure in place as to how each element interrelates is the key to success.

What is a competitor campaign?

You may notice when you Google your business that ads appear for your competitors above your entry in the organic (unpaid) search results. This is because they have targeted your brand name as a keyword in what is known as a competitor campaign or competitor bidding. Unfortunately this is common practice and seen as an easy way of gaining brand awareness and potentially even business from the competition. You may be tempted to retaliate with a like for like strategy, but before doing so it is worth consulting with a PPC expert to work out the best way to avoid potential pitfalls.

What is a Quality Score?

The Quality Score is a scale (1-10) used by Google to assess the quality of an ad versus the competition (with 1 being low and 10 being high). It is based on a calculation of how the keyword relates to the ad copy and then to the landing page, which are all factors affecting the click through rate (CTR) and overall user experience. A good quality score can make the difference between your ad being shown or not and the bid price you pay, so it is one of the most crucial metrics to get right. With careful planning we can ensure that quality scores are high from the outset, meaning that you get the maximum from your budget from day one.

Can you control the budget spent?

This is the question we get asked most often as clients are understandably concerned that they will end up spending more than they intended to. Reassuringly the answer is yes, we can control the budget but it is not quite as simple as setting a monthly cap on spend. Most clients have an idea of how much they want to spend per month and so the first step is to translate this into a daily budget for advertising spend. This will then be broken down further into a daily amount for each campaign. We monitor spend on a daily basis for clients to ensure the limits are adhered to and make adjustments as necessary during the course of the month. As well as the advertising costs Google adds on the digital service tax (DST) of 2% to your ad spend, so this needs to be factored into your budget as well.

What is the difference between Search and Display ads?

When most people talk about PPC or Google ads they mean search advertising – the ads that you see at the top of your search results that look very much like organic search results. However Google offers other ways of targeting your customers in the form of display advertising, these ads differ in that they are displayed on Google’s partner network of websites and they can feature images and videos as well as just text. The major difference is that people seeing these ads are browsing content and not actively searching for your product or service. For this reason display adverts tend to be best used for brand awareness and campaigns focused higher up the buying funnel.

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Our team of PPC experts based in Manchester can help you build your paid search strategy and work with you to help increase performance month on month.