Paid advertising should begin with a measurable objective
A campaign may aim to generate enquiries, promote a service, attract website visits, support an event or reach a specific audience. The objective determines the platform, targeting, message, landing page and measurement plan.
We plan and manage PPC campaigns around your objective, target audience, platform and budget, with the campaign scope clearly defined in our quotation.
What a PPC campaign may involve
Campaign planning
The audience, location, offer, budget, duration and desired action are defined before adverts are created.
Platform selection
Search advertising may suit people actively looking for a service, while social advertising may support audience discovery, promotions and visual campaigns. Platform choice should follow intent rather than popularity alone.
Advert copy and creative
Headlines, descriptions, images and calls to action should be consistent with the offer and avoid claims the business cannot support.
Landing-page alignment
Sending every advert to the homepage can weaken relevance. A campaign-specific or service-specific page should continue the same message and make the next step obvious.
Tracking and reporting
Useful metrics may include clicks, enquiries, cost per result, conversion rate and landing-page behaviour. Impressions alone do not show whether the campaign achieved its purpose.
Optimisation
Budgets, audiences, placements, search terms and creative may need adjustment as evidence becomes available.
Budget considerations
Advertising spend is normally paid to the platform and should be distinguished from campaign planning or management fees. The appropriate budget depends on the platform, audience size, competition, campaign duration and value of the desired result.
What clients should prepare
- A clear product, service or campaign offer
- The location and audience to target
- The preferred campaign period
- An approved advertising budget
- Accurate prices, terms and availability
- A working landing page or willingness to create one
- A process for responding to leads promptly
Responsible expectations
PPC can generate visibility and measurable traffic, but results depend on the offer, competition, creative, targeting, website experience and sales process. Campaign performance should be evaluated from evidence, and no fixed return should be guaranteed in advance.
PPC advertising questions
Is the advertising budget included in the management fee?
It should be shown separately in the quotation so the client can distinguish platform spend from planning, creative and management work.
Which platform should we use?
The decision depends on where the audience is, whether they are actively searching and what type of message or creative is required.
How quickly can adverts start?
Timing depends on account access, creative approval, landing-page readiness, payment setup and any platform review requirements.
Can a campaign guarantee leads?
No. Advertising can increase targeted visibility, but lead volume and quality are influenced by multiple factors beyond the advertising platform.
