PPC Campaign Management
PPC Management That Turns
Ad Spend Into Actual Revenue
Pay-per-click advertising is the fastest way to put your business in front of buyers — and one of the fastest ways to burn through a budget with nothing to show for it. We manage PPC campaigns with a leads-first approach: tight targeting, conversion-focused landing pages, and relentless optimization toward your cost-per-acquisition goal.
Overview
What PPC campaign management actually involves.
PPC (pay-per-click) advertising means you pay each time someone clicks your ad. Google Search Ads are the most common form — your ad appears when someone searches for your target keyword, you pay when they click, and you win if they convert on the other end.
The management side is where most businesses fail. Keyword bids need constant adjustment as competition changes. Ad copy needs to be tested and improved. Negative keywords need to be added as irrelevant searches eat budget. Landing pages need to be optimized as conversion data accumulates. Quality Scores need to be maintained to keep costs per click competitive. Doing this well is a full-time job — which is why businesses that outsource PPC management to someone who does it well consistently outperform those managing it themselves.
What's Included
Everything you get.
Campaign strategy & architecture
Account structure built around your services, your audience, and your budget — with campaigns, ad groups, and keywords organized for maximum Quality Score and control.
Keyword research & match type strategy
Target keywords identified and segmented by intent and match type — so you're capturing high-intent searches without bleeding budget on irrelevant clicks.
Ad copywriting & testing
Multiple headline and description variations per ad group, structured for RSA performance, continuously tested to find what drives the lowest cost per conversion.
Bid management
Manual or smart bidding strategy selected based on your campaign stage and goals — with regular adjustments based on performance data, device, time of day, and location.
Negative keyword optimization
Ongoing search term analysis and negative keyword additions to eliminate wasted spend on searches that don't convert.
Performance reporting
Weekly spend summaries and monthly deep-dive reports — clicks, conversions, cost per lead, Quality Scores, and specific optimization actions taken.
Why Sherwood
Why businesses choose us.
Flat fee, not percentage of spend
Agencies that charge a percentage of ad spend have a financial incentive to increase your budget regardless of ROI. Our flat fee means our incentive is your results, not your spend.
Conversion-first optimization
We optimize toward cost per lead and lead quality — not CTR, not impression share, not Quality Score in isolation. The number that matters is how much you're paying per qualified customer.
We control the whole funnel
Most PPC agencies optimize the ad and ignore the landing page. We build and optimize both — because a great ad sending traffic to a bad page still loses money.
Transparent access
You own the account and have full access at all times. No black-box management, no withholding campaign data.
Regular communication
Weekly check-ins and monthly strategy reviews. You always know what's running, what's working, and what we're testing next.
Integrated with SEO
PPC data tells you which keywords convert — which informs your SEO content strategy. We use both together to maximize your total search presence.
FAQ
Common questions.
Which platforms do you manage PPC on?
Primarily Google Search Ads — the highest-intent platform for most service businesses. We also manage Microsoft Advertising (Bing) which often has lower CPCs for similar audiences. For some businesses, display, YouTube, or Performance Max campaigns make sense — we'll advise based on your goals.
How do you determine the right bid for each keyword?
Bids are based on keyword competition data, your target cost per lead, conversion rate from similar keywords, and campaign performance history. In the early weeks we gather data; by month two or three we have enough to make highly informed bid decisions.
What's a realistic cost per lead for my industry?
It varies significantly by industry and competition. Home services might average $30–$80 per lead. Legal and financial services can be $100–$300+. We'll benchmark your specific market during the strategy phase before you commit to a budget.
How long before I see results from PPC?
Unlike SEO, PPC can generate leads the first week the campaign goes live. The first month is a learning period — data accumulates, we make adjustments, and efficiency improves. Most campaigns hit their stride by month two or three.
What happens to my campaigns if I pause or stop?
Leads stop immediately when campaigns are paused — that's the nature of PPC. Your account history and data stay in your Google Ads account forever. We never hold campaign data hostage.
Get Started
Free mockup.
No commitment.
Fill out the form and we'll build a real mockup of your site within 48 hours. No invoice. No pressure. Just a real design for your real business — before you spend a cent.