Services

PPC

PPC management services for everything paid that isn't a search result

"PPC" gets used as a catch-all for any paid advertising, which causes real confusion about what's actually being bought. Here, PPC specifically means the paid channels that show up somewhere other than a Google or Bing search results page: Display Network banner placements, Shopping campaigns showing your products directly in search and on Google's Shopping tab, YouTube video ads, and retargeting that follows someone after they've already visited your site. If what you actually need is someone typing a search into Google and clicking your result, that's paid search — a different service with a different playbook, run separately from what's covered here.

These channels share a bidding mechanic with search ads, which is why they get lumped in under the same umbrella term, but the actual work is different: visual creative instead of ad copy alone, audience and placement targeting instead of keyword targeting, and success metrics that often look more like view-through influence on a later purchase than an immediate click-to-conversion. Running these well means understanding what each channel is actually good at, rather than pointing a search-ads mindset at a display banner and expecting the same behavior.

If a search campaign is what you actually need — someone typing a query into Google or Bing and clicking your result — that lives on the dedicated paid search page, run as its own service with its own playbook rather than folded in here.

The line between PPC and paid search gets blurrier in practice than the clean split above suggests, since Google’s own campaign types increasingly blend elements of both — Performance Max campaigns, for example, can pull in search, display, YouTube and shopping inventory all under one campaign umbrella, managed by an automated bidding system rather than the kind of channel-by-channel control described here. Part of an honest recommendation is being clear about when a blended, automated approach genuinely fits a business’s goals and when it trades away the visibility and control that make channel-specific campaigns worth running separately.

It’s also worth setting expectations on measurement. Display and YouTube in particular tend to influence purchases that eventually happen through a different, more direct channel — someone sees a display ad, doesn’t click, and later searches directly and converts through paid search or organic instead. Attributing that result purely to whichever channel gets the final click undercounts what the earlier, unclicked exposure actually contributed. Understanding this view-through effect, rather than judging every channel solely on last-click conversions, changes how a reasonable budget gets allocated across the full mix.

Creative fatigue is a specific, practical problem worth planning for rather than discovering the hard way. The same display banner or YouTube ad shown to the same audience for weeks on end sees performance decline as people simply stop noticing it, regardless of how well it performed initially. This means display and video campaigns need an ongoing creative refresh built into the plan from the start, not treated as an afterthought once performance has already started slipping. A campaign budget that accounts only for media spend and not for the ongoing cost of new creative tends to underperform its own early numbers within a few months.