# PPC Management: Google and Microsoft Ads in One Place

Source: https://dijitulmarketing.co.uk/ppc-management/
Updated: 2026-10-18

> dijitul runs pay-per-click advertising for UK businesses across Google Ads and Microsoft Ads, planned as one budget with one monthly report. PPC management starts from £150 a month + VAT, or 10 to 15% of ad spend, whichever is higher. Click costs are paid by you directly to Google and Microsoft, never through us.

Price: From £150 a month + VAT

## Problems this solves

- Google and Bing campaigns are run by different people and nobody compares them
- Broad match keywords are matching searches you'd never knowingly pay for
- The budget runs out by lunchtime, so afternoon searchers never see you
- Your Microsoft Ads account was imported from Google once and never touched again
- Reports show clicks and impressions, but not cost per lead or sale
- You're not sure whether the next pound should go to Google, Bing or social

## Key facts

- PPC management from £150 a month + VAT, or 10 to 15% of ad spend, whichever is higher
- Covers Google Ads and Microsoft Advertising, planned and reported together
- Statcounter puts Google at 91.39% and Bing at 6.08% of UK search across all devices in September 2026
- On UK desktop, Statcounter shows Bing at 18.33% for the same month, which matters for B2B and office-hours buyers
- Ad spend is paid directly to each platform; our fee is invoiced separately
- We review search terms and add negative keywords as a routine part of every month
- Monthly, cancel with notice, from DIJITUL LTD in Mansfield, trading since 2006

## What PPC management means in practice

Pay-per-click means you pay when someone clicks your ad, not when it is shown. In the UK that mostly means Google Ads, with Microsoft Advertising as the second search platform. Managing PPC well is less about launching campaigns and more about the weekly routine afterwards: reading the searches that triggered your ads, cutting the ones that waste money, testing new ad text and moving budget to what converts.

If you only want Google, see our Google Ads management page. If you only want Bing, Yahoo and Copilot placements, see Microsoft Ads. This page is for businesses that want both run as one plan.

We look after the whole loop: keyword research, account structure, ad copy, bidding, budgets, search term reviews, conversion tracking checks and reporting. The work is done by the same people each month, so nothing gets lost in a hand-over, and you always have a named contact who knows why the account is set up the way it is.

## Why run Google and Microsoft together

Google dominates UK search. Statcounter's figures for September 2026 put Google at 91.39% and Bing at 6.08% of UK searches across all devices. On desktop the picture changes: Statcounter shows Bing at 18.33% of UK desktop search in the same month, because Bing is the default in Windows and Edge on many work computers.

That matters if you sell to businesses, or to anyone who researches at a desk during the working day. Microsoft clicks are often cheaper because fewer advertisers compete, but volumes are smaller. We run both from the same keyword plan, then judge each on cost per conversion, not on clicks or impressions.

- **Google Ads** for most of the volume: Search, Performance Max, Shopping and remarketing.
- **Microsoft Ads** for extra reach at often lower cost, plus LinkedIn profile bid adjustments for B2B.

## Match types, negatives and search terms

Most wasted PPC spend comes from searches the advertiser never meant to buy. Broad match can be useful when paired with smart bidding and good conversion data, but on a new or thin account it can match loosely related queries. Phrase and exact match give tighter control. We choose match types per keyword group rather than applying one rule to everything.

Negative keywords are where the savings are. We build shared negative lists for common waste (jobs, free, DIY, training, competitor brand names where you don't want to bid) and add new negatives every time the search terms report shows a poor match. On Microsoft Ads we keep the same lists in step, because an import from Google won't remove waste that has already happened.

## Budgets, bidding and pacing

A daily budget that runs out by 11am means you are invisible for the rest of the day. We look at impression share lost to budget and either narrow targeting, adjust bids or recommend a bigger budget, with the reasoning written down. Ad schedules make sure ads run when you can answer the phone, and location targeting keeps spend inside the area you serve.

Bid strategy follows the data. With few conversions, Maximise clicks or manual CPC with sensible caps can be safer. Once conversions are flowing reliably, Maximise conversions, Target CPA or Target ROAS let the platforms bid for you. None of that works without accurate conversion tracking, which we check first.

## Pricing and reporting

PPC management is from **£150 a month + VAT**, or 10 to 15% of combined ad spend, whichever is higher. Ad spend is paid directly to Google and Microsoft from your own accounts. You get one monthly report covering both platforms: spend, conversions, cost per conversion, what we changed and what we plan next. If you want live numbers between reports, we can build a Looker Studio dashboard (from £145 + VAT, one-off).

We don't promise rankings, click volumes or ROAS. We do promise that every pound of spend can be traced to a campaign, a search and an outcome.

## What you get

- A budget split across Google and Microsoft based on where your buyers search
- Keyword lists with deliberate match types and shared negative lists
- Ad copy and assets adapted for each platform's limits
- Daily and monthly budget pacing so spend lasts through your trading hours
- Ad schedules and location targeting matched to when and where you can serve customers
- One monthly report comparing cost per conversion across both platforms

## FAQs

### What is the difference between PPC and Google Ads?

PPC (pay-per-click) is the pricing model where you pay when someone clicks. Google Ads is the largest PPC platform. Microsoft Advertising, which serves ads on Bing, Yahoo and Copilot, is another. PPC management at dijitul covers both.

### Is it worth advertising on Bing in the UK?

Often, yes, especially for B2B. Statcounter shows Bing at 6.08% of all UK search but 18.33% on desktop in September 2026. Volumes are smaller than Google, so we test it with a modest budget and keep it only if the cost per conversion stands up.

### How much should I spend on PPC each month?

It depends on your cost per click and how many clicks you need to learn what works. We estimate costs for your keywords before you start and suggest a starting budget. You set the final number, and you pay it directly to the platforms.

### Do you charge a percentage of ad spend?

Our fee is from £150 a month + VAT, or 10 to 15% of ad spend if that is higher. For smaller budgets the flat fee applies. Ad spend itself is never paid through us.

### How long is the contract?

There is no long contract. We work monthly and you can cancel with notice. You keep the ad accounts, campaigns, negative keyword lists and conversion tracking whenever you leave, because they are set up in your name.

### Can you manage PPC and paid social together?

Yes. We also run Meta, LinkedIn and TikTok ads through our paid social management service, priced separately from £150 a month + VAT plus ad spend. Running both lets us compare cost per lead across search and social in one report.

## Prices and contact

Prices (all from, + VAT; ad spend separate): Google Ads management £150 a month; Paid social (Meta, LinkedIn, TikTok) £150 a month; Social media management £125 a month; Email marketing £95 a month; Marketing automation set-up £195; SMS marketing £75 a month; GA4 set-up £95; Conversion tracking £145; Data Studio (Looker Studio) dashboard £145; Conversion rate optimisation £195 a month; Content marketing £195 a month; Consultancy, audits and strategy £45 an hour. All prices are "from" and exclude VAT. Ad spend is separate and paid directly to Google, Microsoft, Meta, LinkedIn or TikTok. Paid media management is from £150 a month or 10 to 15% of ad spend, whichever is higher. You own every ad account, pixel, audience and email list we set up. Contact: https://dijitulmarketing.co.uk/contact/ · 01623 650333 · info@dijitul.uk