PPC Advertising Services

Our published rate is 20% of ad spend where monthly spend is above USD 1,200, and a flat USD 200 per month below that, plus a one-off USD 300 setup fee for new account builds. Ad spend is separate and paid by you directly to Google or Microsoft on your own card — we don't mark up media. Worth knowing where the two structures meet: at USD 1,200 monthly spend the fee steps from the USD 200 flat rate to USD 240 under the percentage. Rates were last reviewed 2 August 2026; we'll confirm current fees on the call.

As a working floor we suggest around USD 20 to USD 25 per day, increasing as campaigns prove out. The more useful way to think about it is backwards from your numbers: if your average CPC is USD 1 and you convert one visitor in twenty, a sale costs roughly USD 20 in clicks before any fee — so the question is whether that's comfortably below what a customer is worth to you. We'd rather run that arithmetic with you on the call than quote a universal minimum.

We'd rather correct the premise than sell the promise. Google's documentation states that Quality Score "is not an input in the ad auction" and "should not be optimized or aggregated with the rest of your data" — it's a 1–10 diagnostic, not a lever. Ad quality genuinely does affect what you pay, and the three things the diagnostic measures — expected clickthrough rate, ad relevance and landing page experience — are all worth improving on their own merits. We work on those, and the score follows. Any agency quoting you a Quality Score target as a deliverable is selling a metric Google says not to manage that way.

Google retired Enhanced CPC for Search and Display in the week of 31 March 2025. Per its documentation, campaigns not proactively migrated beforehand "are now effectively using Manual CPC," and the old label continued showing in the interface until May while the change completed. If your account was set up before 2025 and nobody has reviewed bid strategies since, there's a genuine chance campaigns are running static manual bids nobody chose. Establishing what each campaign is actually set to now is the first thing our audit does.

Usually worth testing, always worth watching. AI Max adds broader search term matching, automatic customisation of your headlines and descriptions, and final URL expansion — that last one lets Google send a click to a different page on your site than the one you specified, which can quietly override landing page work you paid for. Google reports that advertisers activating it "will typically see 14% more conversions or conversion value at a similar CPA/ROAS," attributed to its own internal 2025 data for non-Retail advertisers. That's a vendor measuring its own product, so we treat it as a reason to run a controlled experiment rather than as a settled result.

Act soon. Google announced in October 2025 that call ads are being deprecated on two dates: February 2026, when the option to create new call-only ads was removed, and February 2027, when "all existing call-only ads will stop receiving impressions." The first has already happened. The second is around six months away as of August 2026. If your campaigns are still running call-only ads they'll keep spending until that cut-off and then stop delivering, quite possibly without an obvious warning in the account. Google's specified replacement is call assets attached to responsive search ads, and it recommends moving now rather than waiting. It isn't a like-for-like swap, so we treat it as a rebuild with fresh measurement rather than a settings change.

Google Ads is the core, covering Search, Shopping, Performance Max and Display, with Microsoft Ads added where the audience justifies it. We won't quote you a generic "Microsoft is cheaper" figure — auction prices depend entirely on who is bidding against you in your category, so the only honest answer comes from running a test on your own keywords and comparing the cost per conversion. Paid social sits with our social media advertising service and large-scale display buying with programmatic advertising, because those need different skills rather than because we don't do them.

You do, and we'd encourage you to insist on that with any agency. The account is created in your name under your billing, and you grant us access. That means the conversion history, the algorithm's learning and the campaign structure remain yours if the relationship ends. Some agencies run clients inside accounts they own, which makes leaving expensive because the historical data that Smart Bidding depends on doesn't come with you.

Clicks arrive within hours; reliable conclusions take considerably longer. New campaigns go through a learning period while automated bidding gathers conversion data, and with a handful of conversions a week that can take several weeks before performance stabilises. Accounts with existing history move faster. What we won't do is make dramatic changes in week one because early numbers look alarming — that resets the learning and starts the clock again.

Yes, with honesty about what's attributable. Monthly reporting covers impressions, clicks, conversions and spend, plus the derived metrics that matter — CTR, conversion rate, CPC and CPA. For e-commerce, revenue and ROAS come through directly. For lead generation it depends on whether closed-sale data flows back into the platform, which is why offline conversion import from your CRM is worth setting up: without it, the platform optimises toward form fills rather than customers.