PPC Management: Google and Microsoft Ads in One Place

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

How it works and what it costs

Google Ads management from £150 a month, social media management from £125 a month and email marketing from £95 a month, all + VAT. Ad spend is separate and paid to the platform. No long contracts.

1. Free review

   We look at your current ads, social, email and analytics, or your plans if you are starting out, and tell you plainly what we would change.

2. Plan and price

   You get a written plan with targets, budgets and a fixed monthly fee before anything starts.

3. Set up properly

   Tracking and consent first, then campaigns, audiences, content calendars or email flows, all in accounts you own.

4. Run and improve

   We manage it every week: search terms, bids, creative, posts and tests, cutting what does not pay and doing more of what does.

5. Report in plain English

   A monthly report on leads, sales and cost per result, not vanity numbers, with what we will do next.

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