PPC PPC Strategy
Successful PPC starts long before the first ad goes live. We take time to understand your sector, your margins and your goals, then build a strategy designed to make every pound work.
From day one you get a clear plan: which campaigns to run, how to split the budget, and what success looks like at each stage.
The Right Campaign for Every Stage
Customers rarely buy on the first visit. A good strategy uses different campaign types for each stage: video and display to build awareness, search and Shopping to win people comparing options, and brand search and remarketing to close the sale.
We set the budget split from your margins and data, then shift it each month towards whatever is producing the best return.
Budget That Moves with the Results
Strategy is not set once. Here is how a budget split often evolves as data shows what works.
Budget split by campaign type
Share of spend, month 1 vs month 6, illustrative
- Month 1
- Month 6
View the data as a table
| Campaign type | Month 1 | Month 6 |
|---|---|---|
| Generic Search | 40% | 30% |
| Shopping | 30% | 40% |
| Brand | 10% | 8% |
| Remarketing | 10% | 14% |
| Video & Display | 10% | 8% |
A Clear Plan for the First 90 Days
The first three months set the foundations. Month one is about accurate tracking and a clean build. Month two is about testing ads, audiences and bids. Month three is about scaling what works.
After that, we review strategy every quarter, bringing in your seasonal peaks, product launches and new channels.
Get a Free PPC AuditHow We Build Your Strategy
Grounded in your business, not a template.
- 01
Understand
Your sector, products, margins, seasonality and what a customer is worth.
- 02
Research
Competitors, keywords, search volumes and expected costs per click.
- 03
Plan
Campaign types, budget split, targets and a 90-day roadmap.
- 04
Review
Monthly reviews and a quarterly strategy reset based on results.
What Goes into Your Strategy
Clear Targets
Cost per lead, ROAS or profit targets agreed upfront.
Competitor Insight
Who you are up against, what they bid on and how to beat them.
Channel Mix
Google, Microsoft, Shopping, Amazon and paid social, as appropriate.
Seasonality
Budgets planned around your peaks, sales and launches.
Accurate Tracking
Conversions and values tracked correctly before spending scales.
Partnership Programme
Eligible clients get website and feed insight beyond the ad account.
Questions
Yes. With a smaller budget, strategy matters even more: we focus on the campaigns and keywords most likely to convert, and grow from there.
We work out what a lead or sale is worth to you, considering margins and repeat purchases, then set a target cost per acquisition or return on ad spend that keeps campaigns profitable.
Yes. We review it monthly and reset it quarterly, using results, seasonality and changes in the market.
Clients on a 12 month contract with an ad spend of £5,000 are enrolled automatically. We look beyond the ad accounts at your website and Shopping feed, with quarterly calls to discuss improvements.
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