How to find the right PPC management services for your business
- Jun 9
- 6 min read
Updated: 2 days ago
The world of PPC advertising can be a bit of a minefield. And when you’re running a business, with a never ending list of priorities demanding your attention, PPC often ends up somewhere near the bottom. But PPC is a super important way to get clicks and get in front of potential customers.
That’s where PPC agencies come in.
Working with experienced PPC managers means bringing in people who live and breathe campaign strategy, setup, and optimisation. No guesswork. No “let’s just boost this campaign and hope for the best.” They ensure carefully managed campaigns are built to get the right people clicking.
At ADA Digital, our PPC managers optimise your budget, fine tune performance, and take the day to day management off your plate - so you can focus on running your business instead of wrestling with ad dashboards. With all the new qualified leads they’ll bring in, your biggest problem will be keeping up with them!
In this post we’ll explore:
What are PPC management services?
PPC management services are the professional oversight of Google advertising campaigns. PPC managers get into the minds of your target audience and first understand exactly what they’re searching for and their behaviours in relation to your products or services. They then build robust ad campaigns and monitor your budget closely to make sure every penny is working harder.
At ADA Digital, despite the many (and vastly different) sectors we work in like healthcare, education and automotive - we know every business is different, with its own goals and indicators of success. That’s why we work with you as an extension of your team, understanding what matters most to you and building ad campaigns that achieve those goals. We don’t do cookie-cutter KPIs, we focus on the metrics that actually drive growth for your business and align with your business needs.
What is included in PPC (Pay Per Click) management services
While we can’t speak for all PPC agencies and the services they offer, here's what you can expect when working with us at ADA Digital:
Audit and research
Conversion tracking alignment
PPC ads strategy - top to bottom funnel
Account build
Ad creative creation
On going PPC optimisation
Monthly PPC performance reports
Ad policy compliance
Being part of exclusive betas as a Google Partner!
The benefits of hiring a PPC agency vs managing in-house
Hiring a PPC agency gives you instant access to specialist expertise, advanced tools and scalable support, without the added challenge of building and maintaining an in-house team or learning it all yourself, then having to maintain campaigns. Managing PPC internally doesn’t just mean hiring someone to run your campaigns or simply doing it yourself, you also need to factor in the cost of analytics platforms, reporting software, ongoing training, and keeping up with constant platform updates. PPC moves quickly, and staying ahead takes time as well as experience.
Of course, keeping PPC in-house does have its advantages. Your internal team lives and breathes your brand, understands your products inside out, and has day to day visibility of the wider business. But the best PPC agencies bridge that gap by becoming an extension of your team rather than an external supplier.
At ADA Digital, we take the time to properly get to know your brand, your audience, and your goals so our strategy is aligned from day one. You get the benefit of a dedicated team with experience managing campaigns for different audiences and industries, fresh ideas, and up to date PPC expertise - all while working with a partner who feels like part of your in-house team. Think of us as an extension of your marketing team… just without needing an extra desk.
You can focus on running your business, we focus on ensuring your ads deliver.
“When searching for a new PPC partner or agency, it’s important to be clear on your business goals and objectives. That helps us build a full funnel strategy, from discovery of your brand to people becoming loyal customers and advocates. Our deep dive audits are bespoke, and not out the box. We cover everything from campaign structure improvements to conversion tracking enhancements. We get under the hood of your PPC account and give you a clear actionable roadmap with a tailored 90-day plan.” - Tom Murrell, Digital Director
What questions to ask a PPC agency before working with them
Let’s face it, choosing who to trust with your PPC management can feel daunting. You’re putting your budget, your brand image, and your lead generation in someone else's hands, so it’s natural to feel unsure about where to start.
Asking the right questions can quickly help you judge whether a PPC agency is the right fit for your business.
Before hiring a PPC agency, ask:
1. How do you measure ROI? - A good agency treats ROI as a data-led approach tailored to your specific business goals. They don’t rely on one size fits all formulas - instead, they define success metrics based on what drives value.
2.What KPIs should I expect in reports? - An experienced PPC agency should tell you that no two clients are the same - KPIs should be unique to your business goals.
3.Do you work with other channels? - Managing great PPC accounts involves having a good understanding of other marketing channels and how they interact to take PPC to the next level!
4.Do you have experience in my sector? - Legal rules and platform restrictions make PPC difficult without the right expertise. Ask if the agency has experience in your sector. Industry expertise = faster results and fewer teething problems.
Key qualities to look for in a PPC agency
When choosing a PPC agency, there are a few qualities that really matter:
Expertise
Honesty
Transparency
Not every campaign will smash targets straight away, and the right agency won’t try to hide that. Instead, they’ll face performance challenges head on, dig into the data, explain what’s happening clearly, and refine the strategy to keep improving results over time. It’s that kind of openness that builds long term PPC success.
“PPC isn’t just about running ads; it’s about understanding the full picture behind the conversions and what drives them.” - Chris Gedge, PPC Specialist
It’s also worth looking for agencies with Google Partner status. Becoming a certified Google Partner isn’t just a shiny badge, it means an agency has successfully managed multiple Google Ads accounts, handled significant ad spend, driven results, and passed a series of rigorous exams each year to maintain the certification. Working with a PPC agency that holds a Google Partner status is a great sign your campaigns are in experienced hands!
With more than 12 years’ experience as certified Google Partners, we’ve passed all the key exams, including:
Advertising Fundamentals
Search
Display
Video
Shopping
Advanced Display
Advanced Search
At ADA Digital we manage multiple accounts, stay fully certified, and continually sharpen our skills so your campaigns get the expert treatment they deserve, with a strategy that’s always evolving with the online times.
Your PPC management questions answered:
Do you offer PPC management services for ecommerce websites?
Yes, at ADA Digital we are experienced in ecommerce PPC management, check out our cast study for The Cast Iron Radiator Centre to see how we optimised this ecommerce business’s PPC. Our expert account build and management saw Cast Iron Radiator Centre PPC campaigns delivering +73% increase in revenue YoY in just 12 months!
How much should I budget monthly for professional PPC management?
How much you budget monthly for professional PPC management depends on a number of factors including the size of your business, your goals, your sector, margins and your capacity. Choosing the right PPC budget is all about weighing up these factors to create a flexible strategy.
Are there any common challenges businesses face when hiring PPC management services?
One of the biggest challenges businesses face when hiring a PPC agency is separating the genuine experts from the people just looking to make a margin on spend.
There are a lot of agencies out there promising instant results, but in reality, effective PPC management takes experience, proper strategy, and a deep understanding of the client’s business and target audience, with a long term vision.
Even good agencies can struggle if they don’t understand your specific industry or customer journey. A lot of performance issues actually come down to tracking, attribution, CRM integrations, and backend data-things many agencies either overlook or don’t have visibility of.
Written by:
Scarlett Hanlon, Digital Marketing Executive
Approved by:
Tom Murrell, Digital Director & Chris Gedge, PPC Specialist
Published:
9th June 2026
