InsightsPPC Agency

The Ultimate PPC Management Guide

Written by Emmeline Constanti Crosby

Posted on: October 27, 2023

PPC (pay-per-click) marketing is currently one of the most popular forms of digital advertising and is here to stay.  Getting PPC management right can be vital to scaling your business efficiently. It’s a great way to find new customers and build your own Brand.

“How do I get PPC marketing right?” I hear echoing through the proverbial room. Ensuring that your PPC campaigns are done correctly is easier said than done. That’s why we’ve put together the Ultimate PPC Management Guide. 

Throughout this guide, we will take you through the basics of PPC management before we dive deeper into the specifics, niches, and nuances of being a World-Class PPC manager. Feel free to use the table below to jump to whichever part of this guide you deem necessary. 

The Basics of PPC Management  

Digital marketing can be filled with jargon at times. It’s important to get a good understanding of all the basics and terminology before you look further into your PPC management journey.  

This next section will take you through the key definitions, structures and measurement metrics used in managing a PPC account. 

Learning the Lingo


Campaign: The campaign is the largest subset within a Google Ads account. Campaigns are usually composed of multiple ad groups that share settings. They can be used to organise similar product categories or services your business provides. 

Campaign type: Campaign type determines where your ads will show within Google’s network and will vary depending on your business goals. These types include

Search – Within a search campaign, you bid on keywords relevant to your product or service so your ad will appear on the SERP. They are best for intent-based targeting, as your ads will show to people searching for your product or service or something related to it. 

Shopping – Implemented by multiple retail companies, shopping campaigns are used to promote the online inventories of a business. Products are uploaded to the Merchant Center, and this data is used to match a user’s search to your ad. Images of the products are also displayed within shopping ads.

Performance Max – Performance Max campaigns show across all of Google’s advertising channels, such as YouTube, Gmail and Display. It relies significantly more on Google’s automation, as it automates ad creation based on the assets provided. You can also refrain from adding text assets and opt out of the Google Display Network to push the majority of traffic through shopping ads.

Display – Display campaigns serve on the Google Display Network, a group of over 2 million websites, videos and apps. Whilst they aren’t as specific to users who have searched for your product, service or business, they can help boost impression volume and reach a larger audience than other campaign types. 

Demand Gen – Previously named Discovery campaigns, Demand Gen campaigns serve across YouTube and Gmail since their introduction in October 2023. They are key to expanding your ads’ reach, and you should prioritise visual, immersive creatives. Audiences can also be added, and measurement tools regarding brand and search lift are metrics to help you easily measure the impact of your ads. 

Video – Video campaigns serve across YouTube and on websites and apps that run on Google video partners. They can appear in multiple formats, such as in-feed, in-stream or out-stream videos, and are useful in engaging users who visit a relevant app or website. 

Ad group: Ad groups exist within campaigns and are used to organise ads. Whilst campaigns group similar products together, ad groups can be used to make further separations by product or service. 

Ad: When a user searches for a particular product or service, ads appear before organic results, triggered by a keyword in your account. The components of ads, such as headlines and descriptions, can be altered at any time to serve a variety of purposes. Ads can be identified by the word ‘sponsored’ or ‘ad’ above the ad itself. Other image-focused ads, such as Demand Gen or Display, are based on audiences and appear within articles, videos, websites and apps. 

Keyword: Keywords are words and phrases that are added primarily to search campaigns within your account. They determine if your ad will show: the user will input a search term, and your ad will appear if your keyword has been triggered within this term. Having a relevant, high-quality keyword list ensures you are reaching the most appropriate users and not wasting any ad spend. Whilst keywords are the skeleton of a search campaign, they can also be used to match your ads to sites within the Google Display Network within other campaign types.

Match type: Whilst keywords match ads with the user’s search term, match type can control how closely the search term matches the keyword and if your ad should appear. There are three types of match:

Exact Match Ads will show if the search term contains the same words or meaning as the keyword. For example, an exact match keyword of ‘[women’s boots]’ would be triggered by the search terms ‘boots for women’ and ‘women boots’, but not ‘women’s red boots’. This match type is shown in square brackets, ‘[keyword]’. 

Phrase Match – Ads will show if the search term contains a similar meaning to your keyword, so you reach more searches than an exact match. For example, a phrase match keyword of ‘“women’s boots”’ would be triggered by the search term ‘brown boots for women’, but not ‘brown heels women’. This match type is shown in quotation marks, ‘“keyword”’.

Broad Match – Ads will show if the search term is related to your keyword, so you reach significantly more searches than both exact and phrase match. For example, a broad match keyword of ‘women’s boots’ would be triggered by the search term ‘boots sizing guide for women’. This match type does not have a particular syntax, as it is the default. 

Negative – If a particular search term has triggered your keyword and led to unwanted spend, you can add this term to your account as a negative keyword. This will prevent Google from showing your ad when this term is entered in the future.  

Bid strategy: Google Ads offers a range of bid strategies that can be applied to your campaigns according to your business goals and the campaign type. A couple of examples include maximise conversions, which pushes the algorithm to spend the budget to achieve the maximum amount of sales or leads, and target impression share, which sets bids with the aim of showing the ad on the SERP, preferably at the top. 

Audience signals/segments: Audience signals/segments are data samples that can be added to your campaigns to give the algorithm more information about your target audience. You can add:

Demographic signals – These are based on factors such as age and gender.

Interest signals – You can use affinity audiences, which reach users based on their interests, and custom segments, which can reach users who have visited URLs or apps relevant to your business. 

Remarketing signals – These are based upon the data you have collected, for example, previous visitors to your website or a Customer Match list that you can upload.


Headlines: Headlines are the most prominent components of ads, appearing on one line at the top of the ad. They should capture the user’s attention, highlighting any benefits or USPs of your product or service. They have a character limit of 30, and you can write a maximum of 15. 

Descriptions: Descriptions appear below the headlines and are an excellent opportunity to include a CTA (call-to-action) to prompt the user to click on the ad. They have a character limit of 90, and you can write a maximum of 4. 

Landing page: The landing page is where a user ‘lands’ after clicking an ad or an extension. Within Google Ads, final URLs are used for different ads, keywords and extensions, depending on the most relevant page for the user. A/B testing can also be done on landing pages to determine if a particular landing page makes a user more likely to convert. 

Extensions: Ad extensions provide further information about your business and allow your ad to take up more space on the SERP. They come in many forms, including:

Structured snippets – Structured snippets appear in a list format, highlighting specific elements of your business, and are shown as a header below your ad. You can choose from various headers, including ‘types’, ‘courses’ and ‘brands’.

Sitelinks – Sitelinks are additional links below your ad with supplementary text. They can link to more specific product or service pages or to a sale that you are running. 

Price extensions – Price assets clearly display the prices of your products or services, sometimes in a carousel format. They act as a form of pre-qualification, informing the user of your pricing points before they click on the ad. 

Promotion extensions – Often used to attract customers to a sale, promotion assets highlight current sales on your product or service. There is also the dropdown option to include the occasion that prompts the sale. 

Google sometimes creates these extensions automatically, so ensure to opt out of this if you want to retain control over this aspect of your ads. 

Quality Score: When a user’s search term triggers a keyword in your account, their experience of the ad and the landing page, and its relevance, is rated by Google. This metric is known as Quality Score, and it ranges from 1-10, with 10 being the best. It is calculated based on three factors: (1) Expected click-through rate (CTR), (2) ad relevance and (3) landing page experience. 

Quality Score is available at the keyword level within Google Ads, although if you notice a ‘-’ in the relevant column, there are insufficient searches to determine the keyword’s quality score. To check this metric, navigate to your search keywords for the appropriate campaign and modify your columns to include the score. 


Impressions: An impression is counted each time your ad appears to a user on the Google Network.                            

Clicks: Each time a user clicks on an ad or extension, Google counts that as a click. This metric helps you understand the relevancy and appeal of your ads so you can change ad text accordingly or adjust the keywords you are bidding on.

CTR: CTR, or click-through rate, is measured by clicks divided by impressions. Each ad, keyword and extension has its own CTR within the Google Ads interface. A high CTR indicates that users find your ads useful and will also contribute to your Ad Rank.

CPC: CPC, or cost-per-click, is the amount you pay each time a user clicks on your ad. It is measured by dividing your cost by the amount of clicks. This metric can also be used to determine the competition of the keywords you are bidding on, as CPCs that suddenly rise can often be attributed to increased competitors and/or aggression from existing competitors. Adjustments can also be made within the interface to ensure your CPC is capped at a certain amount to avoid high spending. 

Auction insights: Auction insights can be used to compare your impression share with other businesses competing on the same keywords as you. The report provides you with an impression share for each competitor and other metrics such as overlap rate and top-of-page rate. 

Conversions: A conversion occurs when a user carries out an action valuable to your business after interacting with your ad. A conversion is commonly considered a product sale within the e-commerce space, but you can also bid towards enquiries or form submissions, particularly for financial brands. 

CVR: CVR, or conversion rate, is measured by dividing the number of conversions by impressions. However, if you count multiple stages of the customer journey as a conversion, make sure only to use one of those measurements to avoid an inaccurate calculation. 

Identifying Goals/KPIs

Before creating campaigns and pushing ad spend, it is essential to identify your business goals and the KPIs you will be measuring to best optimise your account and benchmark your progress. 

Below, we have listed four key goals and the KPIs you can use to assess the effectiveness of your PPC management and performance.  

Brand awareness: Increasing brand awareness is a common goal of many businesses. It can be enhanced through an appropriate choice of campaign type and a selected bid strategy, such as maximise clicks or target impression share. Many businesses also choose to opt into visual campaigns within the Google Display Network, such as Demand Gen or Display campaigns, to prompt engagement. KPIs for this goal include:

  1. Measuring uplifts in website traffic through Google Analytics and CTR on Google Ads.
  2. An increase in brand searches on your brand search campaign.
  3. Impression share and lost impression share to indicate if more budget is required to capture these impressions. 

Sales or leads: A common goal of many businesses, capturing sales or generating leads encourages users to complete a purchase or submit contact information. Once again, choosing a suitable bid strategy, such as maximise conversions, is necessary to optimise this process. You can also a/b test other features, such as lead forms, which help to pre-qualify users. This is especially useful depending on the capacity of your sales team and if you want to prioritise lead quality over quantity. KPIs for this goal include:

  1. Measuring any revenue increases.
  2. Conversion volume and CVR.
  3. CTR to determine how successful your ad copy or visuals are. 

ROAS: ROAS, or return on ad spend, can show you how much revenue you generate within the budget that you have spent and, therefore, determine how profitable your campaigns are. It can be monitored through the target ROAS bid strategy, but this should only be applied once the campaigns have acquired sufficient learnings. The critical KPI for this goal can be viewed as a column on the interface, specifically ‘conv. value/cost’. 

CPA: The final goal within this section is CPA, which is often used by lead generation businesses. This measures how much you pay per acquisition or conversion generated by your ads, and you can implement this through a target CPA strategy on your account. The critical KPI for this goal can also be viewed as a column on the interface, specifically ‘cost/conv’. If your CPA is high, it suggests that your ads are ineffective and not driving conversions efficiently. By tracking this metric, you can judge which ads, ad groups and campaigns acquire the most customers for the lowest cost and adjust your bids, targets and ads accordingly.

PPC Management Best Practices 

Since we have a basic grasp of Google Ads, we can dive into how one successfully manages a PPC account. Throughout this section, we will dive into the Best Practices, how to prioritise Optimisations and their schedule, the different strategies to utilise taking your tracking to the next level and an Omni-channel mix. 

Every PPC management agency will have its own advice on certain best practices regarding strategy, implementation, and optimisation. 

However, every PPC management firm would agree that certain account hygiene measures are essential to maintaining a high-quality output. Here, we will look at the most common essential best practices in PPC advertising management. 

Ensure your ads and your landing pages are a perfect team.

An ad is merely the first step in an ongoing journey. One easy way to ensure your ads are in harmony with your landing pages is to utilise the same copy across both. This is a simple way to improve ad quality scores and conversion rates. Additionally, you’ll want to ensure that your landing pages have speedy loading times. Evidence suggests that a loading wait time longer than 3 seconds has a strong link to abandonment rates. Keep that customer journey as smooth as possible with a reliable, efficient website.

Always look to refine your keyword mix.

Performing thorough keyword research is an easy way to spot irrelevant traffic coming your way so that you can quickly negate this and find new keywords. If you offer specific localised products or services, consider adding keywords that relate specifically to your area.

Maintain a strong Quality Score.

Automation is the way of the world in PPC management now. Smart Bidding is prevalent, and ad rank is, by extension, more important than ever. Your quality score makes up a large portion of that ranking, and a strong score can significantly improve your CPCs if you can remain quality-score-competitive. 


Consolidate your account structure.

The Hagakure structure lends itself well to consolidation. By taking advantage of smart bidding and grouping keywords into a singular ad group this helps ensure you get 50 conversions per month per campaign so the bid management works optimally. We have found that consolidation, where possible, allows the machine learning algorithm to do the heavy lifting of pushing what is working. We work hard to consolidate our accounts to funnel data through a smaller overall total of campaigns. Campaigns with more traffic and conversions have the data they need to scale.


Key PPC Management Strategies 

With some essential best practices covered, the next step is to think about what strategies you will need to adopt to be successful and competitive in PPC management. Later on, we’ll look at more advanced strategies, those which are pursuant to your needs and nature as a business. 

Before that, here are five beginner-friendly strategies that will apply to various business needs and are a great place to start building your PPC management arsenal. 

Make use of Responsive Search and Display Ads.

RSAs and RDAs adapt, utilising algorithmic signals to create the optimal messaging for your target market. Google Ads will create the relevant combinations of copy and images to find that perfect match that will bring a boost to your CTR and overall traffic. 

Make use of Google Ads Scripts where available.

There are a wealth of scripts available to enhance your PPC management and reporting. These scripts can help to automate many of your everyday tasks, such as tracking ad performance, making bid adjustments, and making seasonal adjustments. Scripts are an accessory to other strategies you implement, as they allow you to focus on the more advanced tasks on your plate.


Run regular A/B tests.

A/B testing comes in many forms; you can run simple A/B tests in-platform in Google Ads to test new bid strategies, Performance Max versus Shopping, or the text in your search ads. It is essential to run consistent A/B tests and to experiment with strategies as you grow your accounts. The learnings you gather will help to develop future campaigns and to make the most of your campaigns.

Consider different ads devices.

As already noted, a strong, fast-loading landing page is critical to top PPC performance. However, users on mobile devices, or even tablets, will have different desires and requirements than those on a desktop. Not only is it important to ensure you have a solid mobile-friendly landing page, but this is also an interesting area to look at strategically building your campaigns. 

Do your ads tend to perform better on mobile devices? Consider how the customer experience differs between devices. You can even set up bid weighting based on device. 

Understanding the full scope of your ads and how they appear to all consumers can provide a wealth of insights to pivot your campaigns in new and exciting directions. 


Make the most of first-party data by using lead form ads.

If your KPI in question is leads and form-fills, experiment with the opportunities presented by lead form ads. These are offered in various PPC channels and can cut out the middle man by placing your lead form right there in the ad, as well as on your landing page. 

Experimenting with lead quality as it differs between lead forms and testing different numbers of questions and criteria allows you to determine how to improve both lead volume and quality best. This also allows you to gather significant first-party data, which is crucial as Google works to make third-party cookies obsolete. 

There are likely hundreds of strategies that you can use to build your PPC campaigns effectively.  The above are just a handful of initiatives that we love to use within our own PPC management. 

Our PPC Management Optimisation Schedule 

Account optimisation can be daunting, as you face a wide breadth of possible routes and strategies to improve performance. Knowing where and when to implement different changes and which changes are worth the time and effort can be incredibly tough.

 With that in mind, we have compiled some advice on how best to optimise your PPC campaign management routine to streamline account maintenance. 

Identify the primary elements that contribute the most to your KPIs.

These will depend on what kinds of campaigns you run, what you offer, and the budget you have to achieve your goals. By defining a few ‘quick-win’ tasks that will have an obvious, immediate impact on performance, you can directly impact performance early on and then move your focus onto longer-term, or more complex, optimisations. 

Decide what can be automated.

Pick out tasks that can be easily automated. Take the pressure of your own valuable time and resources by allowing the platform to take charge. Automated bid strategies, ad rotation, and in-platform Experiments (as opposed to running tests remotely, such as via a CRM) all allow you to leave the daily checks and changes to the platform. 

Ensure you have effective conversion tracking in place.

If your tracking is incorrect or inaccurate, you will start off on the back foot. All further actions will be based on this data, so taking the time to learn about tags and tracking will save you some pain down the line. All future measurements are hinged on ensuring the data you are collecting is of top-notch quality, so use the time saved by account automation to ensure conversion tracking is watertight. 

Make the most of automated alerts and Google Ads scripts.

While you are using all that time freed up by automation to focus on strategy and quality, it can be easy to miss fluctuations in performance or anomalous performance. Setting up alerts or implementing scripts that monitor performance and account changes can draw your attention to any substantial fluctuations in spend, cost per conversion, or traffic and prevent a problem from spiralling out before you notice. 

Set clear goals for future plans.

We love a Gantt chart; they are a simple but effective way to plan your campaign journey. Setting clear, achievable testing plans and goals allows you to track your time and efforts. Your plan can be fluid, just like your campaigns, and change based on test results and business needs; however, having a plan as a semi-solid structure takes the pressure off in the long run. 

Advanced PPC Management Strategies 

The digital landscape is ripe with competition as businesses relentlessly seek innovative ways to stay ahead of the competition and maximise their profits. So far, we’ve taken a look at the basics of PPC management and the benefits it can have to your business. 

Now, we’ll explore a few strategies to help take your PPC Management up an extra level:

  • Portfolio bid strategies
  • Leveraging Audience data
  • Value-based bidding models
  • Upgrading your conversion tracking  

Portfolio Bid Strategies: 

What are portfolio bid strategies? Simply put – they offer an efficient way to manage bids across multiple campaigns simultaneously. Instead of manually adjusting bids for each campaign, these strategies enable advertisers to set bidding rules and objectives that align with specific business goals. By grouping campaigns with similar performance characteristics, bid rules can be applied holistically, saving time and effort. 

Here are a couple of our best practices for using portfolio bid strategies in your PPC management: 


Start with a clear objective:

As with any PPC campaign management, you need to clearly define your goals and align them with a suitable bid strategy. Whether the objective is to increase conversions, drive website traffic, or maximise revenue, selecting the appropriate strategy is crucial.

Group campaigns effectively: 

Once you have your goals figured out, it’s imperative to group campaigns effectively. Grouping by similar performance characteristics can help ensure optimal bid adjustments across the portfolio. Consider other factors such as product category, location, or device type and your overall campaign objective while grouping campaigns.

These are some of the ways we’ve found portfolio bidding boosts our own PPC campaign management.

Optimise Performance with Machine Learning

One of the greatest advantages of portfolio bid strategies is their ability to leverage machine learning algorithms. Through AI-powered automation, these strategies continuously evaluate performance factors such as keyword relevance, ad quality, and user intent to determine the optimal bid for each impression. 

One feature we love is the CPC cap. This dynamic optimisation ensures bids are adjusted in real-time to maximise conversions or achieve other specific objectives while keeping your bids at a profitable level.

Flexibility and Customisability

Portfolio bid strategies offer a range of customisable options to fit varying campaign objectives. Advertisers can choose from strategies such as Target CPA, Target ROAS, or Maximise Conversions. Each strategy can be fine-tuned with individual bid adjustments or performance targets to meet specific business needs.

Leveraging Audience Data 

Google Ads has revolutionised how businesses advertise by providing advanced audience targeting options. With the ability to define specific audiences based on demographics, interests, and past behaviours, advertisers can now obtain better results by reaching the right people at the right time.  

Audience management can initially seem quite daunting, so we’ve compiled a short checklist for incorporating Audiences into your PPC management.  

Define and Understand Your Audiences

The first step in leveraging audiences effectively is to identify and define your target audience. Understand their preferences, interests, and pain points. Based on this insight, segment your audience and create specific groups that align with different stages of your marketing funnel. For instance, consider segmenting prospects by demographics, psychographics, behaviour, or even engagement with your website.**

Refine Audience Targeting With Remarketing

Remarketing is a powerful tool within Google Ads and allows you to reconnect with users who have previously shown interest in your brand. By tagging your website visitors and reaching out to them across Google’s Display Network or YouTube, you can remind them about your products or services and guide them to conversion. 

Remarketing can be further optimised by focusing on specific landing page visitors, adding custom parameters, or excluding converters to keep your campaigns hyper-targeted. 

Explore In-Market and Affinity Audiences: 

Google Ads offers both In-Market and Affinity Audiences to help advertisers target users based on their purchasing behaviours and interests. In-Market Audiences target users actively researching or considering purchasing within specific product categories, while Affinity Audiences focus on users with particular interests or long-term passions. By incorporating these audience types into your campaigns, you can gain a competitive edge by reaching users who are more likely to convert. 

Optimised Targeting 

Recently, Google removed their “Similar to” Audience. Typically, these “Similar to” Audiences were used to supplement your existing audiences and help find new customers based on your existing audiences or customer lists. 

Conversion Tracking 

The changes within the digital sphere are rapid and sudden. The latest torrent disrupting the digital world is the collapse of the Cookie. With third-party cookies going away, upgrading your conversion tracking is imperative. Ensuring you have the best data will help your PPC management and business overtake the competition. 

Two significant tracking changes to implement are Offline Conversion Tracking (OCT) and Profit Tracking.  

Understanding Offline Conversion Tracking  

Offline conversion tracking is a powerful tool for managing PPC campaigns that allows advertisers to measure the impact of their online ads on customers’ offline actions. These actions include purchases made in physical stores, phone inquiries, form submissions, or other actions not directly linked to the online environment. By tracking offline conversions, businesses can gain valuable insights into the true effectiveness of their PPC management.

Tracking offline conversions involves integrating Google Ads with offline data sources. This can be achieved by utilising unique identifiers, such as customer IDs or phone numbers, to match online ad interactions with offline conversions. By doing so, advertisers can attribute their offline conversions to specific campaigns, ad groups, or even keywords, providing a comprehensive view of their advertising performance.


Benefits of Offline Conversion Tracking:

Accurate Data Analysis:

 Offline conversion tracking allows businesses to evaluate the customer journey, providing a holistic view of their advertising impact. By combining online and offline data, marketers can make data-driven decisions, allocate budgets more effectively, and optimise their advertising campaigns based on revenue generated.

Optimisation Opportunities: 

With insights from offline conversion tracking, businesses can identify successful campaigns and replicate their strategies to drive more offline conversions. Advertisers can also pinpoint underperforming campaigns and make adjustments to increase their ROI.

Cost-Effective Strategies: 

By understanding their online campaigns’ accurate conversion rates and profitability, businesses can optimise their ad spend and minimise wasted marketing budget. This helps businesses improve their ROI while reducing unnecessary expenditures. 

Understanding Profit on Ad Spend (POAS) Tracking:

Profit on ad spend (POAS) is an advanced metric that measures the profitability of advertising campaigns. This metric considers both the revenue generated from conversions and the cost of advertising. By tracking POAS, businesses can gain valuable insights into their advertising efforts’ effectiveness in generating profit.

Advertisers must integrate their Google Ads account with their revenue and cost data to calculate POAS. Marketers can calculate the profit margin generated from their ad spend by accurately attributing conversions to specific campaigns and calculating the associated revenue and costs. This information enables businesses to optimise their campaign budgets and focus on high-profit campaigns, improving overall marketing performance.


Benefits of Profit on Ad Spend Tracking:

Enhanced Analysis: 

By measuring the profitability of campaigns, businesses can make informed decisions regarding their advertising budgets. This helps focus investments on campaigns that generate higher profits and ensures that marketing efforts contribute directly to the bottom line.

Holistic Decision-Making

Profit on ad spend tracking provides a comprehensive view of campaign effectiveness, considering revenue and costs. This enables marketers to evaluate campaigns from a profit-driven perspective and make data-backed decisions on campaign optimisation.

Scalability and Growth:

Understanding the true profitability of advertising enables businesses to scale their marketing efforts effectively. By reinvesting profits from successful campaigns, businesses can drive growth and expand their market presence without unnecessary spending.

Value-Based Bidding 

Value-based bidding models have gained traction for their ability to deliver higher-quality leads and better ad placements. They have revolutionised lead generation by allowing businesses to optimise their campaigns based on the estimated value of user interactions. 

By incorporating machine learning, conversion tracking, and personalised bidding strategies, advertisers can squeeze the most out of their PPC management.. Businesses can use these techniques to refine their targeting, drive higher conversions, and ultimately enhance overall ROI in the competitive online advertising landscape. 

Understanding Value-Based Bidding Models:

Value-based bidding models enable advertisers to bid for user interactions based on the estimated value each interaction can deliver. By incorporating personalised factors, such as conversion probability, customer lifetime value, and user intent, these models allow for greater precision when allocating budgets.


Setting up Conversion Tracking and Measurement:

Proper conversion tracking and measurement must be established to leverage value-based bidding models effectively. By defining key conversion events tracking sign-ups, purchases, or lead forms, businesses can accurately measure the true impact of their advertising efforts. This data lays the foundation for estimating conversion value and optimising bids accordingly.

Defining Conversion Value and Assigning Values to Different Actions:

Assigning appropriate values to different conversion actions is crucial to establishing the basis for value-based bidding. For example, setting a higher value to a lead form submission than a newsletter subscription enables Google Ads to prioritise the actions that contribute the most to a business’s objectives.

Integrations With Google Ads 

As Google Ads has developed and grown, it has become increasingly better at gathering and collecting data for its Machine Learning. However, with the Internet’s cookie “crumbling”, managing your first-party data effectively will help set your PPC management a cut above the rest. 

Customer Relationship Management (CRM) software is vital in managing customer data interactions and driving targeted campaigns. When integrated with Google Ads, businesses can gain invaluable insights and optimise their advertising efforts to generate better results. 

Empowering Data-Driven Advertising:

Integrating a CRM with Google Ads allows businesses to align their advertising strategies with relevant customer data. By synchronising CRM data, including customer preferences, purchase history, and engagement levels, marketers can efficiently target specific segments, reducing wasted ad spend. 

Leveraging CRM insights empowers advertisers to create personalised and compelling ad campaigns that resonate with their audience, maximising the chances of conversions.

Enhanced Audience Targeting:

Google Ads offers various targeting options such as demographics, interests, and search behaviour. Integrating CRM data with Google Ads enables businesses to go beyond traditional targeting methods. By utilising customer insights captured in the CRM, marketers can refine and segment audiences based on buying patterns, average order value, or even customer lifetime value. This advanced targeting helps businesses show highly tailored ads to the most qualified audience, driving better click-through rates and improving conversion rates.

Seamless Remarketing Opportunities:

Remarketing is a powerful advertising technique that allows businesses to connect with potential customers who have already shown interest in their products or services. By integrating a CRM with Google Ads, businesses can seamlessly target their CRM contacts with specific ads, enhancing brand recall and increasing the chances of conversion. CRM data enables marketers to create personalised retargeting campaigns based on customers’ past behaviours, preferences, or abandoned carts, ultimately driving higher engagement and purchase intent.

Efficient Campaign Tracking and Reporting:

Integrating a CRM with Google Ads gives marketers valuable insights into campaign performance and ROI. By linking CRM data with Google Ads, marketers can measure the customer journey from ad click to conversion, allowing businesses to track which advertising efforts generate the most valuable leads or customers. 

Such insights enable businesses to optimise their campaigns in real time, make data-driven decisions, and allocate their budgets effectively.

Aligning Sales and Marketing Efforts:

Integrating a CRM with Google Ads helps bridge the gap between sales and marketing teams. By sharing data seamlessly between the two platforms, both teams gain a holistic view of customer interactions, history, and preferences.

 This synchronisation allows marketers to align their advertising strategies with the latest sales trends, ensuring marketing campaigns are tailored to the most profitable customer segments. This synergy fosters team collaboration, enhances customer engagement, increases sales, and improves customer satisfaction. 

Omni-Channel Marketing Mix & Extras

Throughout this article, we’ve meandered through the different aspects of PPC management, specifically focusing on Google Ads management. However, Google Ads management is only one piece of the puzzle. To take your PPC management to the highest level, you need to understand this. While Google Ads is a potent tool that should be utilised – using it as a standalone tool is like tying one hand behind your back.  

Omni-channel marketing integrates various channels to create a seamless and consistent customer experience. By combining PPC advertising with other online and offline channels, businesses can maximise their efforts and ensure a unified approach across all touchpoints.

Benefits of Omni-Channel Marketing:

Enhanced Reach and Engagement: 

By utilising multiple channels such as social media, email marketing, content marketing, and PPC, businesses can reach a wider audience and engage with customers at different stages of their buyer’s journey. This holistic approach promotes brand awareness and influences customer decision-making.

Increased Customer Loyalty:

 A consistent brand experience across all channels fosters stronger customer loyalty. Customers interacting positively with a brand at multiple touchpoints are more likely to become repeat customers and brand advocates.

Data-Driven Insights: 

Omni-channel marketing allows businesses to collect data from different channels and gain insights into customer behaviour and preferences. These insights can be used to tailor marketing campaigns, optimise PPC ads, and improve overall customer experiences.

Adaptability and Flexibility: 

In a dynamic digital landscape, omni-channel marketing allows businesses to adapt to changing trends and consumer behaviours. If one channel is underperforming, businesses can allocate resources to more effective channels, ensuring optimal use of their marketing budget.  


PPC management can often be a daunting task. The digital world changes rapidly,, and getting lost in a sea of information can be easy. With this guide, you should be able to navigate your way through the tides of PPC management comfortably. It’s important to stay up-to-date with all the industry changes, otherwise, you may drown as the currents change. 

If this guide helped or the idea of keeping rigorously on top of the industry changes seems impossible – reach out to us here at DemandMore. We don’t settle, and neither should you.


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