PPC Management
Most PPC management is "set and forget": campaigns are launched, a monthly report is submitted, and the settings inevitably remain unchanged at the platform's defaults. The platform is in a cheerful state. Your cost per lead is not.
Brill Media is a paid search management partner and uses paid search as a "discipline of the week": validation of messages first, no scaling before that, transparency at placement level, and funds zeroing in on winners each week.
What our PPC management services include
Keyword and competitor research, campaign architecture, optimized ad copy based on your buyer's actual triggers, landing page recommendations, error-free conversion tracking and weekly optimization on a dashboard you can access at any time. You are the owner of the ad accounts. You know the price of everything. It's essential, and it's the top thing to demand from any PPC management company.
The math before the media
Before a dollar runs, we perform a series of calculations going from the bottom up on your unit economics: what is a client worth, what is your close rate, and what can a qualified conversation cost while you still have great margin? PPC is successful if the spend is calculated against that number and not against clicks. We will also let you know if the math doesn't work out.
Performance Max and Demand Gen, managed with a leash
Google's automated campaign types, such as Performance Max and Demand Gen, can pick up on conversions people overlook and can scale junk with the same level of confidence. We run them the way automation should be run: tight conversion definitions so the machine works towards real conversions, testing their assets regularly, and placement and search-term visibility wherever Google allows it.
Google, Microsoft, and beyond
Much of the demand is for Google Ads, and sometimes the margins are better on the same keywords with Microsoft and Bing ads. Both are run here, especially for agencies looking for this service under their own brand, where this is offered as white label PPC.
Start with the roadmap
Each engagement begins with a $497 Marketing Diagnostic: you and your buyer, your economics, and your paid search plan presented in plain English in 14 days, before you spend your dollars on ads.
Ready to Improve Your Paid Search Performance?
Brill Media is the perfect partner for executing a paid search strategy that brings in data-backed and measurable results for your organization.
For the best long-term outcome for your brand and your budget, you won’t want to miss this opportunity to scale your campaigns. Reach out to us today to learn more about how our team can help you build a strategy that works.
Frequently Asked Questions
What does PPC management include?
PPC management includes competitive research, keyword development, campaign structure, ad copy testing, landing page recommendations, conversion tracking, and weekly optimizations, including transparent reporting via a customized dashboard. Brill Media has a hard rule we follow: ad accounts are registered to the client, not us.
How much does PPC management cost?
PPC managed programs are priced either with a flat retainer or by a percentage of ad spend. The better question to ask yourself is what a qualified lead will cost at your margins. We take that into account with you first so the management fee charged aligns against revenue and goals.
How long until PPC shows results?
PPC results will depend on the market and budget set. Also, it can take one to two weeks for the platform to optimize towards performance. We see the first signals in 30 to 60 days, from which we can make our own optimizations and see desired results by 90. The first 30 days are typically validation and calibration of the campaigns. You should be wary of anyone who is promising profitable weeks immediately. Instead, what you should be seeing from the start is continued reallocation of budgets towards what is working and continued improvement.
Should I use Performance Max?
Use PMAX with caution. PMAX works to find the conversions human optimization may miss, but can scale junk traffic just the same. When using PMAX, you need to set tight conversion definitions, schedule testing, and step in when the conversions do not lead to customers.
What is Demand Gen in Google Ads?
Demand Gen is Google's Social Style Campaigns that include visual creative, audience-based targeting, and are more mid-funnel demand. They run across YouTube, Discover ads, and Gmail. Google's Demand Gen is a useful tool to layer on top of your search campaigns, but should be judged on cost per qualified lead like you do in paid social.
PPC Management
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