Everything You Need
to Know About PPC.
Answers to the most common questions about PPC management — how it works, what it costs, what results to expect, and how PPC Gems operates. If your question isn't here, ask us directly.
Getting Started
What is PPC management?
PPC (pay-per-click) management is the ongoing process of building, optimising, and reporting on paid advertising campaigns. A PPC manager handles strategy, campaign structure, keyword targeting, bid management, ad copy, audience targeting, conversion tracking, and performance reporting — ensuring every pound or dollar of ad spend works as hard as possible.
Which platforms does PPC Gems manage?
We manage Google Ads (Search, Shopping, Display, Performance Max, Remarketing, and YouTube), Facebook and Instagram Ads via Meta, Amazon PPC (Sponsored Products, Sponsored Brands, Sponsored Display, and DSP), Microsoft Bing Ads, and YouTube Ads as a standalone channel.
Do I need existing campaigns or can you start from scratch?
Both. We work with businesses and agencies that have no paid advertising history and need campaigns built from the ground up, and with clients that have existing accounts that need auditing, restructuring, or improving. The initial assessment is included in every engagement at no extra charge.
How do I get started?
Fill in the contact form on our contact page or request a quote. Tell us which platforms you need managed, your current situation, and your goals. We respond within one business day with next steps.
Do you work with businesses outside the US and Canada?
Yes. We serve clients in the US, Canada, UK, Australia, and internationally. We hold platform access through location-appropriate IPs for each market, ensuring account access, bid adjustments, and targeting decisions reflect the actual market being advertised in.
Pricing & Contracts
How much does PPC management cost?
Every engagement is custom quoted. Our fee is a flat monthly management charge based on which platforms are managed, the complexity of the account, and the ongoing scope of work. We don't charge setup fees, and we don't take a percentage of ad spend. See our pricing page for a detailed breakdown of what determines your quote.
How does your pricing model work — flat fee or percentage of ad spend?
Both models are available and you choose which suits you best. A flat monthly management fee gives cost predictability regardless of how your ad spend changes month to month. A percentage of ad spend scales naturally with your budget — lower at lower spend levels, higher as you grow. We'll recommend the model that makes most sense for your situation, and the fee is always agreed upfront before any work begins.
Are there setup fees?
No. Campaign builds, account audits, restructures, tracking setup, and onboarding are all included in the management fee. There is no separate setup charge.
Is there a minimum contract length?
No. All PPC Gems engagements are month-to-month. There is no minimum term and no cancellation penalty. You continue because the results justify it.
Is there a minimum advertising budget?
We don't impose a minimum ad budget. Your advertising spend goes directly to the platforms — Google, Meta, Amazon, and so on — not to us. The right budget for your campaigns depends on your industry, goals, and the platforms being used. We'll advise on this when quoting.
What is included in the management fee?
Every engagement includes: initial account audit or campaign build, conversion tracking setup, ongoing bid and budget management, keyword and audience optimisation, ad copy management, monthly performance reports, and a dedicated Account Success Manager as your single point of contact. No extras, no add-on charges.
Campaign Management
Will I have a dedicated account manager?
Yes. Every engagement has a dedicated Account Success Manager (ASM) assigned from day one. Your ASM is your single consistent point of contact throughout — they know your account, your goals, and your preferences. Behind the scenes, multiple certified specialists contribute their expertise across strategy, platform management, and reporting. The specialist team works around your requirements, while your ASM ensures seamless communication and continuity. You are never passed between people or left wondering who to call.
How often will my campaigns be optimised?
Active optimisation happens on a regular ongoing basis — not just once a month. Bids, budgets, negative keywords, audience exclusions, and ad copy are reviewed and adjusted as frequently as performance data warrants. The cadence depends on campaign volume and spend level, but no account is left unattended between reporting periods.
Do you write the ad copy?
Yes. Ad copy is written and tested as part of campaign management. We run ongoing A/B tests across headlines, descriptions, and call-to-action language to identify what converts best for your specific audience and offer.
Do you manage landing pages?
We provide landing page recommendations and conversion rate guidance as part of the engagement — identifying friction points, weak messaging, or technical issues that are hurting conversion rates. We don't build landing pages ourselves, but we work closely with your web team or developer to implement improvements.
Will you have access to my ad accounts?
Yes — manager-level access to your ad accounts, which allows us to build, manage, and optimise campaigns. You retain admin ownership at all times. All account access is via your accounts, not ours. If you end the engagement, you simply remove our access and everything stays with you.
Do you work with new accounts or existing underperforming ones?
Both. New accounts are built from scratch with proper structure from day one. Existing accounts start with a full audit — identifying wasted spend, structural problems, tracking gaps, and quick wins — before a restructure or improvement plan is implemented.
Results & Reporting
Do you guarantee results?
No — and any PPC agency that does is not being straight with you. Paid advertising operates in a live auction environment where click costs, competitor behaviour, platform algorithm changes, and market conditions are all outside anyone's control. What we can guarantee is the quality of the work: proper campaign structure, continuous optimisation, accurate tracking, transparent reporting, and a team that is genuinely focused on improving your results. We have a strong track record across industries and our case studies show what well-managed PPC actually delivers. But the honest answer is that no one can guarantee specific results in paid advertising — and claiming otherwise is a red flag, not a selling point.
How long does it take to see results?
Most accounts show meaningful performance data within the first 30 days. Optimisation improvements — lower CPAs, higher ROAS, better conversion rates — typically become visible between 30 and 90 days. Full campaign maturity, where enough data exists for advanced audience and bid optimisation, is usually reached between 60 and 120 days. We set realistic expectations from day one.
What results can I expect?
Results depend on your industry, budget, starting point, and campaign objectives. We don't quote guaranteed results because honest PPC management doesn't work that way. What we can say: every account we manage is optimised continuously against the metrics that matter to your business — cost per lead, ROAS, conversion rate, or revenue — and we have a strong track record across industries. Our case studies show real results from real campaigns.
How does reporting work?
Monthly performance reports are produced and delivered on a fixed schedule. Reports cover spend, impressions, clicks, conversions, CPA, ROAS, and a plain-language summary of optimisation actions taken and what's planned next. There are no jargon-heavy dashboards designed to obscure poor results — just clear data and honest commentary.
Can I see my campaign performance between reports?
Yes. You have full access to your ad accounts and can view performance data in real time at any point. We're also reachable directly if you have questions between reporting periods — you're not limited to monthly updates.
What metrics do you optimise for?
That depends on your campaign objective. For lead generation: cost per lead and lead quality. For e-commerce: ROAS, revenue, and conversion rate. For brand awareness: reach, impression share, and CPM. For app campaigns: cost per install and in-app event rates. We align optimisation targets to your actual business goals at the start of the engagement.
Conversion Tracking
Do you set up conversion tracking?
Yes — conversion tracking setup is included in every engagement. This covers Google Ads conversion actions, Meta Pixel and Conversions API, Google Analytics 4 goals, and Amazon attribution where relevant. Proper tracking is not optional — it's the foundation every optimisation decision rests on.
What conversions can you track?
We configure tracking for form submissions, phone calls, purchases and transactions, add-to-cart events, booking completions, email link clicks, app downloads, and any other measurable action that represents a meaningful step toward your business goal.
Do you use Google Tag Manager?
Yes. Google Tag Manager is our preferred tag management method for implementing tracking across Google Ads, Meta, and analytics platforms. It keeps tracking clean, auditable, and easy to update without requiring code changes to your site for every modification.
Google Ads Specifically
Are you a Google Partner?
Yes. PPC Gems holds Google Partner status — certification earned through demonstrated campaign performance across client accounts, not just exam passes.
What Google Ads campaign types do you manage?
Search, Shopping, Display, Performance Max, Remarketing (including dynamic remarketing for e-commerce), YouTube, and Local Service Ads. We recommend the right campaign mix for your specific goals — not every campaign type is right for every business.
What is Performance Max and should I use it?
Performance Max (PMax) is Google's AI-driven campaign type that runs across Search, Shopping, Display, YouTube, Gmail, and Maps simultaneously. It can deliver excellent results when properly structured with high-quality asset groups and clear audience signals. It can also waste significant budget when set up incorrectly. Whether PMax is right for your account depends on your goals, product type, and budget. We'll advise honestly.
Can you fix a Google Ads account that's been mismanaged?
Yes. Account rescue and restructure is a significant part of what we do. The process starts with a thorough audit — identifying the specific structural, targeting, and tracking problems — followed by a systematic rebuild. Most underperforming accounts have fixable issues. We'll tell you what's wrong before committing to fixing it.
Amazon PPC Specifically
What Amazon advertising types do you manage?
Sponsored Products, Sponsored Brands, Sponsored Display, and Amazon DSP. The right mix depends on your goals — new seller building sales velocity, established brand defending category position, or brand building beyond Amazon search.
What is a good ACoS target?
ACoS (Advertising Cost of Sale) targets vary by product margin, business stage, and objective. A new product launch may justify a higher ACoS to build ranking and reviews. A mature product with strong organic rank needs tighter ACoS for profitability. We calibrate ACoS targets to your margin structure and current business goals — not to a generic industry benchmark.
Do you manage both Vendor Central and Seller Central?
Yes. We manage Amazon PPC across both Vendor Central (1P) and Seller Central (3P) accounts. The advertising mechanics differ between the two, and we approach each accordingly.
White Label & Agencies
Do you offer white label PPC management for agencies?
Yes. White label PPC management is a core part of what PPC Gems does. We manage all paid channels under your agency's brand — reports, deliverables, and communications carry your name throughout. We never contact your clients directly or reveal our involvement.
Will my clients know you're involved?
No. For white label engagements, we operate with complete discretion. We never contact your clients directly, never attend client calls uninvited, and never reveal our involvement. Every report and deliverable is produced under your agency's branding.
How does white label reporting work?
We produce performance reports in your agency's branding — your logo, your colour scheme, your name throughout. Reports are delivered to you on a fixed schedule and are ready to forward directly to your clients without modification. If you prefer to add commentary before sending, that's straightforward to do.
Can you manage PPC for multiple agency clients?
Yes. We manage portfolios of accounts for agency partners — from a handful of client accounts to large multi-client operations. Pricing for multi-account agency portfolios is discussed separately and typically reflects a portfolio arrangement rather than individual per-account rates.
Do you have a minimum account size for white label partnerships?
No minimum. We work with agencies managing small local business accounts and with agencies managing large national or international accounts. Account complexity and platform scope determine pricing — not the size of the underlying client.
Getting the Most from PPC
What makes a PPC campaign succeed or fail?
The three most common causes of underperforming PPC campaigns are: poor account structure (campaigns and ad groups that are too broad to optimise effectively), missing or broken conversion tracking (making it impossible to know what's actually working), and misaligned landing pages (sending paid traffic to pages that don't match the ad's promise). Most failing campaigns have at least one of these problems. Getting all three right is the foundation of campaigns that perform.
How much should I spend on PPC?
There is no universal right answer. Budget should be sized against your cost per acquisition target and the volume of leads or sales you need. A business that needs 50 leads per month at a target CPA of $100 needs at least $5,000 in monthly ad spend to hit that goal. We help you work backwards from business targets to appropriate budget levels — and we'll tell you honestly if your budget is too low to achieve your goals.
Should I run PPC and organic SEO simultaneously?
PPC and organic search serve different purposes and different timeframes. PPC generates traffic and conversions immediately. Organic search builds over months and years. They are not mutually exclusive — in many cases, running both simultaneously produces better results than either alone. PPC data (which keywords convert, which audiences perform) can directly inform organic strategy.
What is a good ROAS for PPC campaigns?
ROAS (Return on Ad Spend) targets depend entirely on your margin. A business with 60% gross margin can sustain a lower ROAS than one with 20% margin. A commonly cited benchmark of 4× ROAS is meaningless without knowing the margin behind it. We help set ROAS targets based on your actual numbers — not generic industry figures.
How do I know if my current PPC agency is doing a good job?
Three questions to ask: Can they show you the actual conversion data — not just click and impression metrics? Is the account structure clean, with tightly themed ad groups and relevant negative keyword lists? Have results trended in the right direction over 90+ days? If you're uncertain about any of these, we offer a free account audit — no commitment required.
Ask Us Directly.
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If your question isn't covered here, get in touch. We respond to all enquiries within one business day — often the same day.
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Google Partner certified specialists. No lock-in contracts. No setup fees. No minimum spend.