PPC management
PPC management by one operator, across every platform the plan needs
Paid search and paid social run together: Google Ads and Microsoft Advertising for the demand that exists, Meta and LinkedIn for the demand that has to be created, with one measurement layer deciding where the next dollar goes.
Why multi-platform PPC management belongs with one person
When Google is run by one vendor and Meta by another, each one optimises its own dashboard and both claim the same conversions. Budget allocation becomes a negotiation between invoices rather than a decision based on incremental cost per customer. Putting the platforms under one operator with one tracking setup fixes the incentive before it fixes anything else.
It also means the platform mix follows the business. A B2B services company usually needs Google, Microsoft and LinkedIn and very little Meta. A DTC brand needs Meta, Google Shopping and Performance Max and almost no LinkedIn. A PPC management company that sells packages will sell you all of them; a single operator has no package to protect.
Platforms and what each is for
| Platform | Used for | Typical share of budget |
|---|---|---|
| Google Ads | Capturing existing demand: Search, Shopping, Performance Max; remarketing on YouTube and Display | 50–80% |
| Microsoft Advertising | The same intent at a lower CPC, especially B2B, finance, older and desktop-heavy audiences | 5–15% |
| Meta Ads | Creating demand, remarketing, lead generation with instant forms where the product is simple | 10–40% |
| LinkedIn Ads | B2B accounts where the buying committee can be named by title, company size and industry | 0–30% |
Shares are starting points, moved monthly by measured cost per customer, not by platform reps.
What the service includes
- One conversion definition across all platforms, deduplicated in GA4 and, where possible, tied to CRM stages so a Meta lead and a Google lead are compared on what they became, not on what the platform reports. See conversion tracking.
- Weekly management in every account: search terms and negatives, audiences and exclusions, creative rotation, bids and budgets.
- Cross-platform budget review each month, with a written recommendation on where to move spend and why.
- Landing pages and offers treated as part of the account, because the same page rarely works for a Google search click and a Meta feed click.
- One report, in your currency, on cost per customer by platform and in total.
Who this is for, and who it is not for
It fits companies spending roughly $5,000 to $100,000 a month across two or more platforms who want a senior person accountable for the total rather than a vendor per channel. It fits agencies that need a senior operator on a client account without hiring; see white label PPC.
It does not fit brands that need creative production at volume as the main deliverable: for Meta-heavy DTC accounts I run the media and testing framework and work with your designer or a studio on the creative pipeline. And it does not fit companies looking for the cheapest PPC management services; the fee is set by seniority and scope, not by undercutting a marketplace listing.
Pricing
A flat monthly retainer scaled by the number of platforms, markets and campaigns, agreed after a fixed-price audit of the accounts in scope. Not a percentage of spend. Month to month. Ad spend is paid by you to each platform directly. Details on the pricing page.
Questions people ask before hiring
What is the difference between PPC management and Google Ads management?
Google Ads management covers one platform. PPC management is the multi-platform version: Google plus Microsoft, Meta and LinkedIn as needed, under one measurement layer and one report. Same person either way.
Do you recommend adding platforms just to spend more?
No. Each platform is added when there is a measured reason, usually when the incremental cost per customer on the current platform is rising faster than the expected cost on the new one. The flat fee means I earn nothing from a bigger media plan.
How do you compare a Meta lead with a Google lead fairly?
By what it becomes. Leads are pushed into your CRM with the source attached, and the comparison is made on qualified opportunities or revenue, not on the platforms' own conversion counts, which overlap and flatter themselves.
Can you take over accounts from different vendors at once?
Yes. The audit covers all of them, tracking is unified first, and management starts once the numbers can be trusted. Transitions are staged so nothing loses learning at the same time.
Is there a minimum spend for multi-platform management?
Around $5,000 a month in total is where two platforms start to make sense; below that, one platform run well beats two run thinly.
Related services
Tell me about the account
Spend band, site and what is not working. You get a straight answer on whether I can help, what I would do first and a price range. No proposal deck, no sales follow-up sequence.