PPC Management Services
SEO is a long-term investment. PPC delivers immediate visibility. Together, they create a complete search strategy that covers both paid and organic results.
We offer PPC management as a complement to our SEO services because the two disciplines inform each other. PPC keyword data reveals which terms convert, guiding SEO targeting decisions. SEO content quality improves ad quality scores and landing page performance. Owning both paid and organic listings for the same query increases total click-through rates.
For law firms competing for high-CPC practice area terms, healthcare organizations filling appointment schedules, ecommerce brands driving product sales, and home services companies generating leads — PPC provides the immediate traffic flow while your organic program builds momentum.
What We Do
Campaign Strategy and Setup
We build PPC campaigns from the ground up with proper structure, targeting, and tracking. This includes:
- Keyword research and selection — identifying high-intent keywords with strong conversion potential, informed by our SEO keyword data
- Campaign architecture — organizing campaigns, ad groups, and keywords for maximum relevance and quality scores
- Ad copy development — writing compelling ads that differentiate your business and drive qualified clicks
- Landing page optimization — ensuring landing pages convert the traffic we send, aligned with CRO best practices
- Conversion tracking — implementing phone call tracking, form submission tracking, and ecommerce conversion tracking
Ongoing Optimization
PPC performance improves with continuous optimization. We manage:
- Bid management — adjusting bids based on conversion data, dayparting, device performance, and geographic targeting
- Negative keyword management — filtering out irrelevant searches that waste budget
- Ad testing — running A/B tests on ad copy, extensions, and formats to improve click-through and conversion rates
- Quality Score improvement — optimizing ad relevance, landing page experience, and expected CTR
- Budget allocation — shifting spend toward highest-performing campaigns and keywords
Google Ads and Bing Ads
We manage campaigns across both Google Ads and Bing Ads (Microsoft Advertising). While Google captures the majority of search volume, Bing often delivers lower CPCs and strong conversion rates — particularly for B2B audiences and older demographics.
Remarketing
We implement remarketing campaigns that re-engage visitors who didn’t convert on their first visit. Display remarketing, search remarketing (RLSA), and dynamic remarketing for ecommerce keep your brand in front of interested prospects across the web.
Reporting and Analytics
Monthly reports include campaign performance metrics, keyword-level data, conversion tracking results, and ROI calculations. We connect PPC data with your SEO performance to provide a unified view of your total search visibility.
Our Approach: The APEX Method for PPC
Audit
We analyze your current PPC setup (if any), competitive paid search landscape, keyword opportunities, and landing page conversion potential. For businesses without existing campaigns, we conduct market analysis to project costs and performance.
Plan
We design campaign architecture, select keywords, develop ad copy, and set up tracking before launching. Every campaign has clear KPIs, budget allocation, and expected performance benchmarks.
Execute
We launch campaigns with controlled budgets, monitor performance closely during the initial learning phase, and implement optimization adjustments as data accumulates.
eXcel
Continuous optimization drives improving performance over time — lower CPAs, higher conversion rates, and better ROAS as we refine targeting, copy, and bid strategies based on accumulated data.
Why Choose Us for PPC
SEO-Informed PPC
Our SEO data gives us a competitive advantage in PPC. We know which keywords drive organic conversions, which content resonates with your audience, and which search patterns indicate buying intent. This intelligence makes our PPC campaigns more efficient from day one.
ROI Accountability
Every campaign is measured by return on ad spend. We don’t optimize for clicks or impressions — we optimize for revenue. If a keyword drives clicks but no conversions, we cut it. If a campaign delivers positive ROI, we scale it.
Unified Search Strategy
We coordinate paid and organic strategies so they reinforce each other. When organic rankings are strong, we may reduce PPC spend on those keywords. When organic visibility is weak (new topics, competitive terms), PPC fills the gap immediately.
Industries We Serve
- Law Firms — Practice area campaigns with high-intent targeting and call tracking for lead attribution
- Healthcare — Appointment booking campaigns for medical specialties with HIPAA-compliant landing pages
- Ecommerce — Shopping campaigns, product listing ads, and dynamic remarketing for ecommerce revenue
- Home Services — Local service ads and geo-targeted campaigns for service area businesses
Results That Speak
A law firm in Manhattan was spending $15,000/month on Google Ads with a cost per lead of $340. We restructured their campaigns, implemented proper negative keyword lists, and rebuilt landing pages with CRO principles. Within 3 months, cost per lead dropped to $127 — a 63% reduction — while lead volume increased 40%.
A home services company needed immediate lead flow while their local SEO program built momentum. We launched geo-targeted campaigns across Brooklyn, Queens, and Long Island, generating 85 qualified leads in the first month at $42 per lead. As their organic visibility grew, we strategically reduced PPC spend on keywords where they achieved top-3 organic rankings.
An ecommerce brand was running Shopping campaigns with 2.1x ROAS. We restructured product feed optimization, implemented segmented bidding by product margin, and launched remarketing campaigns targeting cart abandoners. ROAS improved to 5.8x within 4 months, turning their PPC investment from marginal to highly profitable.