Service
PPC and Google Ads management
We manage PPC for agencies and brands that need qualified enquiries, local demand or deliberate video reach, with most of the work in Google Ads and Microsoft Ads. Experienced buyers and AI support run the accounts, and we check account structure and conversion quality before expanding automation.
The work behind the service.
Search works best when the query, the offer and the conversion agree. We read search terms as evidence about demand, not just as a list to clean. A competitor query can be useful in one category and wasteful in another. We decide against the actual buying journey rather than applying a universal negative-keyword rule.
AI Max, Performance Max and conventional search are different tools. We separate their jobs so a broad automated campaign does not obscure whether high-intent demand is being served. We review assets, landing pages and conversion settings before testing expansion. Automated reach is only useful when the downstream signal can tell us what it produced.
Video also needs a defined role. A non-skippable television impression should not be judged as though it were a search click. We plan YouTube against reach, response or another explicit objective and report on that objective. The format and screen matter as much as the platform name.
What's included.
- Google search
- Performance Max
- AI Max for Search
- YouTube
- Microsoft Ads
- DSA to AI Max migration
- conversion tracking checks
- search term and placement reviews
How it works.
- 01
Define demand and outcome
We agree on the markets, products and conversion actions that matter. We review sales follow-up and any local service restrictions. The brief distinguishes lead generation from reach and from a showroom visit.
- 02
Audit structure and tracking
We inspect queries, campaigns, assets and conversion settings. We look for duplicate goals and low-value actions being counted as leads. The first scope prioritizes corrections that change the quality of decisions.
- 03
Build a readable buying plan
We assign a clear role to search, Performance Max, AI Max and YouTube where relevant. Budget distribution follows intent and evidence. We keep enough separation to understand what each part of the account is contributing.
- 04
Test automation deliberately
We introduce matching or asset changes only when the account is ready to evaluate them. Regulated language remains subject to review. We compare results over a period suited to conversion volume, rather than reacting to a handful of events.
- 05
Review lead quality and next steps
We read delivery alongside CRM feedback, calls or showroom outcomes where available. Search terms and landing pages remain part of the weekly review. Changes are documented so the account can keep learning without losing context.
Proof from the work.
We managed paid media for Age of Union over two years across Meta, Google Ads and YouTube, keeping its book and video goals separate. Our published work also includes senior living and local dealer search campaigns, where qualified demand and local sales context shaped the account. These examples don't guarantee the same result on a different account.
- Age of Union paid amplification: two years across Meta, Google Ads and YouTube
- Chicago-area senior living: conversions up 128% on 29% less spend
- Indiana golf cart dealer: a $4.16 blended cost per buyer action
- Chicago-area parts supplier: 15% of conversions from Spanish searches, found in the search terms
How we price it.
We bill hourly and set the scope in hours. Strategy and advisory are CAD $175/h. Media management and execution are CAD $110/h. We separate those kinds of work in the estimate so you can see what is being bought, rather than hiding them inside a percentage of spend.
We agree on the deliverables, dependencies and review points before starting. If new work appears, we discuss the hours before expanding the scope. Engineering builds, hosting, software subscriptions, creative production and advertising budgets are identified separately where relevant. We confirm the applicable engineering rate in the scope rather than assigning a media rate to a technical build.
You can engage one discipline without buying the others. A tracking correction does not require ongoing media work, and a media engagement does not require a website rebuild. We recommend a sequence only when the evidence shows a dependency. The estimate makes that relationship visible, so your team can decide what to do now and what can wait.
We also agree on how progress will be reviewed and how hours will be reported. Your team should be able to connect the time used to the work delivered. When an access issue or an approval blocks delivery, we explain the dependency rather than letting it disappear inside an open-ended engagement.
Questions before we start.
What does a PPC agency do?
A PPC agency plans, builds and manages ads you pay for by the click, mostly on search engines and video. For us, that includes account structure, keywords, bidding, ads, conversion tracking and a weekly review. A senior buyer stays responsible for the account.
Do you charge a percentage of ad spend?
No. We bill hourly and set the scope in hours, so you can see what you are buying. Your advertising budget is identified separately and stays in your own account.
Should I turn on AI Max?
We consider AI Max when tracking is dependable and the account can evaluate broader matching. In senior living, our published approach uses matching without unreviewed text customization. It is a setting decision, not a reason to enable every option.
What happens to my Dynamic Search Ads?
We review the current DSA role and the account’s available migration options before changing it. Queries, landing page coverage and conversion history inform the plan. We do not assume that replacing a campaign setting preserves every useful behaviour.
Search or Performance Max for lead gen?
Search is often the clearest starting point for known intent. Performance Max can have a role when assets and conversion quality support it. We choose the structure against your sales process rather than promising that one campaign type is always better.
What budget do you need?
We need enough budget to test the objective in your actual market. Query costs, geography and conversion rates change that requirement. We review the account and scope before proposing a number, rather than inventing a universal minimum.
Related services.
Notes from the work.
Non-skippable YouTube is not a lead channel
Two video buys on the same platform. One was judged on clicks it could never produce. The other was built as a reach buy and measured like one.
AI Max for senior living: let it match, don't let it write
Senior living suits what AI Max does to targeting and does not suit what it does to copy. Run the matching. Turn off the writing.
How much YouTube ads cost by format, screen and goal
What a YouTube ad costs depends on which format you buy, how you're billed for it and whether you want people to see it or act on it.
Start a conversation.
Tell us what you are trying to move. We will tell you which disciplines are worth engaging, and which are not.