PPC Managed Against Pipeline, Not Click Volume
Google Ads, Microsoft Ads and paid social run against cost per qualified opportunity, with conversion tracking wired into your CRM so the platform optimises towards revenue rather than form fills.
What does PPC management include and how should it be measured?
PPC management includes account structure, keyword and audience research, ad copy and creative testing, bid strategy, negative keyword management, landing page alignment and conversion tracking. It should be measured on cost per qualified opportunity and return on ad spend, not clicks, impressions or raw form fills. Anviam configures offline conversion imports from your CRM where available, so bidding algorithms optimise towards leads that actually qualify rather than whichever form is easiest to complete.
- Audit
- 1–2 weeks with written findings
- Primary metric
- Cost per qualified opportunity
- Platforms
- Google, Microsoft, LinkedIn, Meta
- Tracking
- GA4 plus CRM offline conversion import
- Optimisation cadence
- Weekly, with monthly strategy review
- Account ownership
- Yours; we work inside your account
Smart Bidding Optimises for Whatever You Tell It to Count
Google's bidding algorithms are genuinely good at finding more of whatever you define as a conversion. That is the problem. Define a conversion as any contact form submission and you will get more contact form submissions, including from students, job seekers and competitors. The account looks like it is improving while the sales team sees no change in pipeline, and everyone blames the wrong thing.
The fix is unglamorous plumbing: send qualified-lead and closed-won events back from your CRM into the ad platform, so bidding learns which clicks became real opportunities. Cost per lead usually rises when you do this and cost per opportunity falls, which is the trade worth making. Where a CRM integration is not possible we use weighted proxy conversions instead, and we say clearly that it is an approximation.
PPC Services We Provide
Google Search Campaigns
Intent-led account structure, tight query control and negative keyword discipline against wasted spend.
Microsoft Ads
Often overlooked and frequently cheaper per conversion in B2B and older demographics.
LinkedIn Ads for B2B
Role and account targeting for considered purchases where search volume alone is too thin.
Shopping & Performance Max
Feed quality, product segmentation and the controls that keep Performance Max accountable.
Remarketing & Audience Strategy
Sequenced messaging to prior visitors and customer-match audiences with frequency control.
Landing Pages & CRO
Purpose-built landing pages and testing, since traffic quality cannot fix a poor destination.
Platforms and Tracking We Work With
What PPC Audits Usually Find
Spend on Irrelevant Queries
Broad match without negative keyword hygiene, paying for searches with no purchase intent.
Unqualified Lead Volume
Conversions counted at form submission, so bidding optimises for the wrong audience.
Unaccountable Performance Max
Budget in a black-box campaign with no asset-group segmentation or brand exclusion.
Traffic to Generic Pages
Campaign clicks landing on a homepage rather than a page matching the search intent.
Paying for Existing Customers
Remarketing and brand campaigns re-buying traffic that would have converted anyway.
Broken Conversion Tracking
Duplicate or misfiring tags making every reported number unreliable.
How a PPC Engagement Runs
Audit & Waste Analysis
Search term review, tracking validation and a written estimate of currently wasted spend.
Fix Measurement
Conversion tracking corrected and CRM offline import configured before bidding changes.
Restructure & Consolidate
Account rebuilt around intent, with brand separated so it stops flattering the averages.
Test Systematically
Ad copy, landing pages and audiences tested one variable at a time with sufficient volume.
Scale What Qualifies
Budget increased only on segments producing qualified pipeline at an acceptable cost.
Common Questions About PPC Management
Enough that you reach statistical significance within a reasonable window, which depends on your cost per click and conversion rate. In competitive B2B where clicks cost several pounds or dollars, a genuine four-figure monthly minimum is usually needed before conclusions are trustworthy. Below that, tests take months and results are stale by the time they arrive. We would rather tell you the budget is too thin than take a management fee on spend that cannot teach us anything.
Usually because we changed what counts as a lead. When conversion tracking moves from any form submission to qualified opportunities confirmed in your CRM, the reported lead count falls and cost per lead rises, while cost per opportunity typically improves substantially. That is the intended outcome. We set the baseline for both metrics at the start so the comparison stays honest rather than looking like a regression.
It can be, with controls. Left unconstrained it absorbs budget, cannibalises brand search and gives little visibility into where money went. With brand exclusions, segmented asset groups, high-quality feeds and clean conversion signals it often performs well, particularly in e-commerce. In lead generation it needs closer supervision because it is quick to find cheap, poor-quality conversions if that is what your tracking rewards.
Yours, always. You own the account, the historical data and the conversion configuration, and we work inside it with granted access. Agencies that run client campaigns through their own MCC account retain the performance history, which makes leaving expensive. If your current account is held by an agency, we help you establish your own and migrate before making changes.
Traffic on day one and initial conversion data within one to two weeks. Meaningful optimisation needs enough conversion volume for the bidding algorithms to learn, typically two to four weeks in reasonable-volume accounts and longer in low-volume B2B. We expect the first month to be largely diagnostic — correcting tracking, cutting waste, establishing baselines — with performance improvement concentrated in months two and three.
Yes, and running them together is more effective than running them separately. Paid search data tells you which keywords genuinely convert, which is the best input available for prioritising SEO work. Conversely, once organic covers a term strongly, paid budget on it can often be reduced or reallocated. Where both are managed in one programme we track total search coverage and cost rather than letting each channel claim the same conversions.