PPC Management for Google Ads & Microsoft Ads

Reach potential customers when they are actively searching for the products, services and solutions you provide.

Paid search puts your business in front of people who are already showing intent, whether they are looking for a specific service, comparing suppliers or trying to solve a problem.

Webbed Feet manages PPC campaigns across Google Ads and Microsoft Ads, with a focus on generating valuable enquiries and sales rather than simply more clicks.

Are your PPC campaigns generating business?

Getting traffic through paid search is relatively easy. Getting the right traffic at the right cost is much harder.

Get a PPC review

We can help if:

You are spending money on clicks that do not convert

Your cost per lead or sale is too high

You are not sure which campaigns are actually generating business

Irrelevant searches are consuming your budget

Your campaigns have become complicated or difficult to manage

Your landing pages are not converting paid traffic

Your tracking does not tell you which enquiries or sales came from PPC

You want to scale campaigns without simply increasing spend

Why do you need a PPC agency?

You do not necessarily need one.

Google and Microsoft both make it possible to create and run advertising campaigns yourself. For a small, straightforward campaign, that may be perfectly reasonable.

The challenge comes when you are spending significant amounts on advertising and need to know whether that money is being spent effectively.

A PPC agency can help answer questions such as:

01

Which searches and products are actually generating customers?
02

Where is budget being wasted?
03

Are you targeting the right search intent?
04

Which campaigns deserve more investment?
05

Are conversions and revenue being tracked correctly?
06

Why are people clicking but not converting?
07

Are automated campaigns making good use of your budget?
08

Could the landing page or website be the real problem?
09

Are your eCommerce campaigns generating commercially worthwhile sales?

Google and Microsoft increasingly use automation and machine learning to decide where, when and how advertising budgets are spent.

That automation can be powerful, but it still needs good data, clear objectives, appropriate campaign structures and informed oversight.

It also takes experience to know which tools and recommendations to use, which to ignore and which will genuinely benefit your business. Just because an advertising platform recommends something does not necessarily mean it is the right decision for your campaign.

Our role is not simply to operate advertising software. It is to make better decisions about where your budget goes, understand what happens after the click and continually improve the journey from search to customer.

What PPC services do we offer?

We provide PPC management and consultancy focused on generating valuable enquiries and sales, not simply clicks.

Our services include Google Ads management, Microsoft Ads management, eCommerce PPC, PPC consultancy, conversion tracking and landing page optimisation.

Google Ads management

Google is the clear market leader in search, accounting for the large majority of search engine usage worldwide.

That makes Google Ads one of the most important paid advertising channels for businesses wanting to capture existing demand from people actively searching.

We handle campaign structure, keyword and search term analysis, targeting, ad copy, bidding, budgets, conversion tracking and ongoing optimisation. But we do not optimise campaigns simply to generate cheaper clicks.

We optimise towards the actions that create value for your business.

Campaigns we manage

Google Search

Performance Max

Display

Demand Gen

YouTube

Gmail

Remarketing

Microsoft Ads management

Google may dominate search, but it is not the only opportunity. Microsoft Advertising allows businesses to extend their paid search and eCommerce advertising across the Microsoft search ecosystem.

For some businesses, Microsoft Ads can provide valuable additional reach and access audiences that behave differently from those reached through Google.

We assess whether that opportunity exists rather than recommending Microsoft Ads simply because it is another platform.

We can manage

Microsoft Search campaigns

Microsoft Performance Max

Product feeds

Audience targeting

Remarketing

Conversion tracking

Bidding and budget optimisation

eCommerce PPC management

For an eCommerce business, PPC is not just about getting more people onto your website. It is about putting the right products in front of the right shoppers and generating sales at a commercially viable cost.

We manage eCommerce PPC across Google and Microsoft, including Shopping, Search, Performance Max and remarketing campaigns.

Management can include

Performance Max

Google & Microsoft Shopping

Product feed & Merchant Center management

Product & category structures

Brand & non-brand search

Remarketing

Conversion, revenue & ROAS analysis

Product & landing page recommendations

Not every sale is equally valuable

A campaign can generate plenty of revenue without necessarily generating the right revenue.

Where the appropriate business data is available, we can look beyond headline ROAS and consider factors such as product margins, average order value, product performance and new versus returning customers.

This helps us answer a more commercially useful question:

Which products, customers and campaigns are actually worth investing more in?

Your product data matters too

Shopping campaigns depend heavily on the information advertising platforms receive about your products. We can review and optimise product titles, descriptions, categories, attributes and other feed data to help Google and Microsoft better understand what you are selling and when your products may be relevant.

And because we also work with eCommerce websites, we can look beyond the advertising platform when the problem lies with the product feed, product page, pricing, checkout, tracking or wider shopping experience.

PPC consultancy

Already managing your campaigns? Our PPC consultancy provides expert audits, strategic advice and practical recommendations to help improve performance, reduce wasted spend and make better use of your advertising budget.

Landing page experience and content UX

Your PPC campaigns get you clicks. Your landing page turns those clicks into customers.

A successful PPC campaign does not stop when someone reaches your website. The landing page needs to match their search, meet their expectations, answer the right questions and make the next step clear.

That is why we look at the complete journey.

Without an effective landing page, even a well targeted PPC campaign can waste budget. We combine PPC, content UX and landing page optimisation to turn more of the right visitors into enquiries and customers.

The PPC customer journey

Understand what your potential customers are searching for and the intent behind those searches.

Build relevant targeting and advertising messages that match what people are looking for.

Landing page

Give visitors the information they need and make the next step clear.

Conversion

Measure the enquiries, sales and other valuable actions that result.

PPC tracking & measurement

If you cannot tell which campaigns generate meaningful results, it is difficult to know where your budget should go.

We set up and review conversion tracking so campaign decisions can be based on useful business outcomes wherever possible.

Conversions

Depending on your business, that might include

Enquiries

Phone calls

Bookings

Purchases

Revenue

Other valuable actions

For eCommerce businesses, we can go further by analysing performance at product, category and revenue level.

The objective is to understand which searches, products, campaigns and landing pages contribute to results and which are simply consuming budget.

Why Webbed Feet for PPC management?

Commercial focus

Clicks are not the objective. We focus on the enquiries, sales and revenue that matter to your business.

Search intent, not just keywords

We look at why someone is searching, what they are trying to achieve and where they are in their customer journey.

eCommerce expertise

For online retailers, we consider product feeds, Shopping campaigns, revenue, ROAS and the wider shopping experience.

Campaign, website & measurement

As a digital marketing and web development agency, we look beyond the advertising account when landing pages, tracking, product feeds or websites are part of the problem.

Frequently asked PPC questions

Google Ads is usually the natural starting point because Google dominates the search market.

Microsoft Ads can provide additional reach and may perform particularly well for certain audiences and sectors. We assess both based on your customers, search demand and actual campaign performance.

There is no universal PPC budget.

The right level depends on your market, location, search demand, competition, cost per click, conversion rates and how much a new customer, enquiry or sale is worth to your business.

There is no single ROAS target that is right for every online store.

A sustainable target depends on factors such as margins, average order value, operating costs, repeat purchases and growth objectives.

That is why we look at the commercial context behind the number rather than chasing a particular ROAS in isolation.

PPC can start generating traffic as soon as campaigns are live, but effective optimisation takes time.

Searches, clicks and conversions generate data that can be used to refine targeting, budgets, bidding, advertising messages and landing pages as the campaign develops.

Yes. We can review an existing account to understand how it is structured, what is working, where budget may be being wasted and where there are opportunities to improve performance.

We can then provide PPC consultancy or take over ongoing campaign management, depending on the support you need.

The problem may be search intent, targeting, keywords, product feeds, advertising messages, tracking or the website itself.

We examine the complete customer journey rather than assuming the advertising account is always the problem.

Turn searches into customers

Paid search works best when you understand what your customers are searching for, why they are searching and what they need when they arrive at your website.

We will help you identify the searches and products worth investing in, build campaigns around them and improve the journey from the first click through to enquiry or sale.