PPC management for businesses that sell appointments, not baskets
PPC management is the ongoing running of pay-per-click accounts (Google Ads primarily): strategy, build, bids, budgets, ads, landing pages and measurement, handled for you. GrowthLine does pay per click management for UK lead-generation businesses only — appointments and quotes, not ecommerce baskets. The deliverables, timeline and fees for this service are all written down below.
What PPC management includes
| Deliverable | Description |
|---|---|
| account audit | Account audit and conversion-tracking verification. |
| campaign build | Campaign restructure and build. |
| keyword management | Keyword and search-term management, including adds and negatives. |
| ad testing | Ad copy and asset testing. |
| bid & budget | Bid and budget management. |
| landing pages | Landing-page recommendations. |
| reporting | Monthly reporting against cost per lead. |
| access | Direct access to the person running the account — no account managers. |
Scope covers Google Ads agency work as the core platform. Most engagements are what most people mean by ppc campaign management: an initial build followed by ongoing optimisation, reported against cost per lead. Some clients want narrower, managed ppc services on an account we did not originally build — that scope is agreed before work starts.
Results, published and sourced
£120k/mo
Recurring contracted work won for a steel fabricator in the first 30 days
Client-reported
£19.97
Cost per lead for a DPF specialist, down from £86.50
Client Google Ads account
~70/mo
Enquiries for a new-start London clinic, from a standing start
Client CRM, 90-day ramp
Every figure is signed off by the client it belongs to. See the case studies
How the engagement works
-
Audit
We start with a read-only review of your account, tracking and landing pages, the free PPC audit.
wk 1–2
-
Rebuild
Campaigns, ad groups and landing pages are restructured around what the audit found.
wk 2–4
-
Measure
Optimisation only starts once conversion tracking is verified. Misfiring tracking is one of the most common faults found in inherited accounts.
wk 4–12
-
Scale
Budgets and bids are extended once cost per lead is known and trusted.
month 3+
Who this is for
This service is built for UK service businesses whose website's job is enquiries — booked calls, quote requests, consultations. PPC management for UK service businesses works the same way regardless of sector: audit, rebuild, verified tracking, then scale. It is not for ecommerce; there is no ecommerce service anywhere on this site. If most of your revenue comes through basket checkout, this is the wrong agency, and a specialist ecommerce PPC shop will serve you better.
What PPC management costs
Fees are published in full on the pricing page — most agencies don't do this. The management fee is separate from the media spend you pay Google directly. What a sensible fee looks like depends on spend and complexity, so we don't quote a single ppc management rates figure here. See PPC management cost and pricing for the published fee structure, or read how much PPC agencies charge in the UK for how the common fee models compare.
PPC management FAQs
What does PPC management mean?
PPC management is the ongoing running of pay-per-click advertising accounts on your behalf — most often Google Ads. It covers campaign structure, keyword selection, ad copy, bid and budget control, conversion tracking and reporting. The aim is a falling cost per lead over time, not just spend that gets used up. It is distinct from the media budget itself, which you pay to Google directly.
What is PPC?
PPC stands for pay-per-click: a form of advertising where you pay only when someone clicks your ad, rather than for impressions. Google Ads is the dominant PPC platform in the UK. A pay per click campaign targets the searches your buyers actually make, which is why it suits service businesses that need enquiries rather than brand reach.
What does a PPC manager do?
Day to day, a PPC manager — sometimes titled a PPC consultant or Google Ads specialist — reviews search terms, adds negative keywords, tests ad copy, adjusts bids and budgets, checks that conversion tracking still fires, and reports on cost per lead. At GrowthLine the person doing that work is the person you speak to; there is no account-manager layer between you and the account.
What do PPC agencies do?
PPC agencies and PPC management companies run paid-search accounts for clients: strategy, build, optimisation and reporting, usually for a monthly management fee. The useful differences between them are scope (some also fix landing pages, some only touch the ad account), specialisation (lead generation versus ecommerce) and whether their fees are published. This page lists exactly what our version of the service includes.
How much does PPC cost UK?
There are two costs: the media spend you pay Google, which varies widely by industry and keyword, and the management fee you pay an agency or freelancer. There is no reliable single UK average for either — click prices differ by an order of magnitude between industries. Our management fees are published in full on the pricing page, and our guide to how much PPC agencies charge in the UK breaks down the common fee models.
Why are my Google Ads not converting?
The two most common causes we find in inherited accounts are broken or missing conversion tracking — the ads may be converting and not recording it — and landing pages that lose the click after it is paid for. Search-term waste and over-broad match types come next. A free PPC audit will identify which of these applies to your account, in writing.
Start with the audit, not the contract.
The first step is a free audit of your current account — findings in writing, whether or not an engagement follows.