PPC puts you in front of people searching for what you sell today, not in six months. I manage Google Ads, Meta and Microsoft Ads for businesses across Canada, and every decision gets made against your cost per lead rather than your click count.
Pay per click means you pay each time someone clicks your ad rather than paying for the impression. Google Ads is where most of it happens, with Meta, Instagram and Microsoft Ads alongside it. Most business owners try PPC one of two ways. They hand it to Google’s automated setup and hope, or they hire a PPC agency that builds the account once and barely touches it again. Either way the money goes out and not enough comes back.
SEO builds over months. PPC can be producing enquiries within 48 hours of approval. When you need the phone ringing now, this is the lever that moves.
You pay when someone clicks, not when your ad is shown. Your budget goes to people who already raised their hand, so there is far less waste than with ads that only chase views.
Done properly, every lead traces back to the exact keyword and ad behind it. No other channel tells you that clearly, and it only works when tracking is built right from the start.
A smaller budget spent well beats a bigger one spent badly. Quality Score, negative keywords and account structure decide what each click costs you.
The biggest difference between campaigns that work and campaigns that burn money is rarely the budget. It is the language. A B2B software buyer researching for three months, a powersports customer who wants a quote today, and a dental patient who is nervous about the cost all describe what they want in completely different words. A keyword tool will tell you what gets searched. It will not tell you what makes someone click. Run the same ad copy formula across all three and two of them will underperform no matter how good your keyword research was. So I look at how your buyers actually talk before writing a single ad.
Good PPC isn’t about spending more, it’s about knowing what your money is doing. I set up proper tracking first, learn how your customers talk, then test and improve every month.
Every form submission, phone call, booking and purchase tracked back to the campaign, ad group, ad and keyword that caused it, through Google Ads, GA4 and Google Tag Manager. I audit what is already there first, because duplicate and broken tags are one of the most common reasons reported conversions do not match reality. Then I verify every conversion action rather than assuming it fires
Before writing a single ad I go through your past enquiries, form fills and call notes to see how real buyers described their problem in their own words. Your ad copy and landing page messaging get built from that, not from a template. The keywords get us in front of them. The language is what earns the click.
Multiple ad variants from day one, different angles and offers, creative properly tested on paid social. Landing pages reviewed so a good click does not land on a weak page. I watch real visitor sessions in Microsoft Clarity and Hotjar too, because ad data tells you people left and session recordings tell you why.
Search terms reviewed and negative keywords expanded. Quality Score checked at keyword level, because a low score means you pay more than your competitor for the same position. Cost per click and cost per lead compared against last month with the reason for any movement. Budget pacing, bid strategy, audience performance. Then a report in plain language.
Most people think PPC management means setting up campaigns. Setup is maybe a fifth of the work. The rest is what happens weekly after the ads go live, and it is the part that decides whether your cost per lead goes up or down.
If someone has a burst pipe, they are searching right now and Google Ads puts you in front of them. If you sell something people do not know they need yet, nobody is searching for it, and paid social on Meta or Instagram is where you create that demand instead. Most businesses need both eventually. Almost nobody needs both on day one, and starting with the wrong one is an expensive way to find out.
Google Ads and Microsoft Ads, built on proper keyword research, tight structure and negative keyword lists that stop you paying for searches you never wanted.
Meta, Instagram and Shopping or Performance Max for online stores. Reaching people before they start searching, and retargeting the ones who already visited.
Google Ads conversions, GA4 and Google Tag Manager set up and verified, so every lead is attributed to the campaign and keyword that produced it.
The page the click lands on, reviewed and improved. A great ad pointing at a weak page is the most common way good budget gets wasted.
It depends on where the leak is. When I take over an account the same problems come up again and again. No negative keyword list, so budget goes to searches that were never going to convert. Conversion tracking that stopped firing months ago and nobody noticed, which means the account has been optimizing toward nothing. Ad copy written for Google rather than for a customer. A landing page that does not match the ad that sent people there. I start with whichever of those is costing you the most and work down the list.
I will audit your existing campaigns free, no strings. You will come away knowing exactly what is wasting budget and what to change first, whether you hire me or not.
PPC stands for pay per click, a form of online advertising where you pay each time someone clicks your ad rather than paying for the impression. Google Ads is the largest PPC platform, placing your ads at the top of search results for keywords related to your business.
There are two costs. Your ad spend, which goes straight to Google, and a management fee. Ad spend depends entirely on your industry, since a click in legal or insurance costs many times one in retail. I will give you a realistic monthly figure for your category before you commit to anything.
SEO builds organic rankings over months and keeps working after you stop paying. PPC gives you immediate visibility but stops the day the budget stops. Most businesses do best running both, with pay per click generating leads now while SEO builds the long-term asset.
Quality Score is Google’s rating from 1 to 10 of how relevant your keyword, ad and landing page are to the search. A higher score means you pay less for the same position. I review it at keyword level every month, because improving it is often the cheapest way to bring your cost per click down without touching your budget.
Yes. I will audit what is there, tell you honestly what is working and what is not, then take over management. The first thing I check is the tracking, because inherited accounts are very often optimizing toward conversions that were never firing correctly.
Google runs an auction every time somebody searches. Your bid, your Quality Score and your ad’s expected performance decide whether you appear and in what position. You only pay on a click, and often less than your maximum bid. Quality Score matters as much as budget, which is why a well-structured account can outrank a bigger spender.
Traffic can start within 24 to 48 hours of campaigns being approved. New campaigns go through a learning phase for the first 2 to 4 weeks while I optimize on early data, and most accounts see consistent results within 30 to 60 days.
No. How well the account is structured matters far more than how big it is, and a smaller budget spent efficiently beats a larger one spent badly. I will recommend a realistic starting budget based on what clicks actually cost in your category.
Through conversion tracking in Google Ads, GA4 and Google Tag Manager, so every call, form submission, booking and purchase traces back to the campaign, ad and keyword behind it. I verify every conversion action after setup rather than assuming it works, and I use Microsoft Clarity and Hotjar to see how people behave once they land on your site.
Healthcare and dental clinics, eCommerce, B2B and professional services, powersports and automotive, home services, legal and finance, real estate and construction, travel, SaaS, retail and restaurants. If your customers search for what you sell, pay per click can work for your business.
