PPC management that starts by finding the money you're wasting.
Here's an uncomfortable question: what percentage of your ad budget is buying clicks that could never become customers?
If you don't know the answer, that's the problem. Most paid accounts we audit share the same disease — broken or partial conversion tracking. The campaigns look busy. The dashboard shows clicks, impressions, maybe even "conversions." But nobody can trace a dollar of spend to a dollar of pipeline, which means the campaigns have been optimizing blind for months. Google will happily spend your budget either way.
Most businesses with underperforming PPC aren't underspending. They're misspending.
Track everything. Kill waste. Then scale what's left.
Our pay per click management runs in a fixed order, because the order is the point:
- Fix the tracking first. Before we change a single bid, we rebuild conversion tracking end to end — every dollar mapped to a lead, every lead to pipeline in your CRM. No PPC decision is trustworthy until this is true.
- Kill wasted spend. Negative keyword architecture, match-type cleanup, geographic pruning, dayparting. This usually frees meaningful budget without spending a new dollar. It's the fastest ROI in marketing.
- Fix where the click lands. Ads don't convert; landing pages do. Single offer, single CTA, message matched to the query. We build and test them as part of the engagement — see landing page optimization.
- Scale what converts. With clean data and lean spend, scaling is arithmetic instead of gambling. And the queries that convert in paid become your organic roadmap — PPC and SEO feeding each other.
We run Google Ads, Microsoft Ads, paid social, Google Shopping, and remarketing. Senior strategist on your account, dedicated pod, no handoffs.
IVM: from busy dashboards to 10x pipeline
IVM's paid accounts looked productive and produced almost nothing traceable. Our week-one audit found it: conversion tracking was broken, campaigns were optimizing blind, and a large share of spend was going to queries that could never buy.
We rebuilt tracking end to end, cut the wasted spend, rebuilt the landing pages, and reallocated budget to proven converters. Result: 10x qualified sales pipeline. Same company, same market — different discipline.
Full breakdown: IVM case study.
How a PPC engagement runs
- 1
Account audit
Week 1
We go through your campaigns, tracking, and landing pages line by line. You get the findings and the wasted-spend estimate whether you hire us or not.
- 2
Rebuild
Weeks 2-4
Tracking fixed, account restructured, waste eliminated, landing pages in motion.
- 3
Optimize
Months 2-3
Bid strategy, ad testing, budget reallocation — decisions made on clean data.
- 4
Scale and report
Ongoing
Reporting shows cost per qualified lead and pipeline generated. Not impressions. If a campaign can't earn its budget, we kill it and tell you why.
Pricing
PPC pricing has two parts: your ad spend (goes to Google, not us) and our management fee, scoped to account complexity — not a percentage that rewards us for spending more of your money. The audit usually finds enough wasted spend to change the conversation about what the engagement costs. You'll see both numbers, and the expected return, in your free audit.
Where ad budgets actually go
The typical unaudited account, mapped. The orange share is why audits pay for themselves — illustrative proportions; your audit produces the real map.
Illustrative — the audit replaces this with your account's real numbers.
Frequently asked questions
How do I know if my PPC budget is being wasted?
Three fast checks: Can you trace last month's spend to specific leads in your CRM? Does your search terms report show queries that could never buy from you? Has your account structure changed in the last 90 days? If any answer is no — or "I don't know" — you almost certainly have waste. Our audit quantifies exactly how much, free.
How much should I spend on Google Ads?
Less than you think at first, more once it's working. The right starting budget depends on your cost per click, your close rate, and your customer value — we do that math with you in the proposal. The mistake isn't a small budget; it's any budget running on broken tracking. Fix the measurement, then scale with confidence.
What's better for my business, PPC or SEO?
Wrong question — they answer different problems. PPC buys pipeline this month and tells you fast which messages and queries convert. SEO compounds that into a durable asset with better margins. Our best results, like IVM's 10x pipeline, came from running both: paid finds what converts, organic captures it permanently. Start with whichever your economics support, but plan for both.
Do you require long-term PPC contracts?
Engagements are month-to-month after an initial 90-day rebuild period. The honest framing: the first 90 days do the heavy structural work, and you should judge us on what happens after that. We keep clients with results, not paperwork — most of our clients come from referrals and stay for years.
Which ad platforms do you manage?
Google Ads (search, display, Shopping, Performance Max), Microsoft Ads, and paid social including Facebook, Instagram, and LinkedIn — plus remarketing across all of them. We recommend platforms based on where your buyers actually are, not on where we have spare capacity. Each platform has its own page under this one if you want specifics.
Get a free audit, built by a strategist, not a sales rep.
Tell us your site and your goal. Within 2-3 business daysyou'll get a real plan with real numbers: what we'd do, what it costs, what it should return.
No spam, no drip sequence, no 17 follow-up calls. One proposal, from us to you.