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PPC Management

PPC That Pays Back More Than It Costs to Run

Most PPC accounts bleed money on broad match, irrelevant clicks, and campaigns nobody touched in months. We audit, fix, and manage paid search so your spend actually drives revenue.

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PPC Account Audit — Issues Found 6 Critical Issues
Broad match eating 74% of budget
No phrase or exact match — serving irrelevant queries
Critical
No negative keyword list
Paying for competitor brand, job, and info searches
Critical
Landing page mismatch
All ads point to homepage — Quality Score 3/10
Critical
Smart bidding without data
Target CPA on under-50-conversion campaigns
Warning
No ad extensions active
Missing sitelinks, callouts, and structured snippets
Warning
No dayparting or device bids
Spending equally at 3am and peak hours
Warning
Platforms & Ad Types We Manage
Google Search Google Shopping Display Network YouTube Ads Microsoft / Bing Ads Remarketing
What We Fix First

The Three Leaks That Drain Every PPC Account

Before we touch bids or budgets, we fix the structural problems that make everything else expensive.

Keyword & Match Type Surgery

We audit every keyword, remove wasteful broad matches, build phrase and exact variants, and write a negative keyword list that stops your budget burning on irrelevant queries from day one.

Ad Copy & Landing Page Alignment

A great ad pointing to a bad page kills Quality Score and doubles your CPC. We write ad copy, build or improve landing pages, and align message-to-page so Google rewards you with cheaper clicks.

Bidding Strategy That Actually Fits

Smart bidding needs data to be smart. We set manual CPC while the account builds conversion history, then graduate to Target CPA or ROAS only when the algorithm has enough signal to make good decisions.

Wasted Spend Analysis

Most Accounts Waste 30–50% of Their PPC Budget Before Lunch

Wasted spend isn't just broad match. It's competitor brand clicks you can't win, informational queries from people not buying, and ads showing at 2am to mobile users who never convert on your site.

Our first two weeks on every account are dedicated to plugging these leaks — before we touch growth. Cutting waste often delivers better short-term ROAS than launching new campaigns.

  • Search term report audit — remove irrelevant queries weekly
  • Negative keyword lists built from day one
  • Device and time-of-day bid adjustments from historical data
  • Audience exclusions: past converters, low-intent segments
Where Budget Typically Goes — Before Audit 45% avg. wasted Irrelevant broad queries (30%) Info / non-buying intent (20%) Competitor brand clicks (10%) Relevant, buying intent (25%) After audit: wasted spend drops to under 15% in 60 days
Quality Score & Ad Rank

Quality Score Is the Most Overlooked Lever in PPC

A Quality Score of 7 vs. 3 on the same keyword can cut your CPC by 40–60%. Google rewards relevance — when your keyword, ad copy, and landing page all speak to the same intent, Google charges you less and shows your ad higher.

We write tightly themed ad groups (SKAGs or STAGs depending on account size), craft copy that reflects the exact search intent, and build or advise on landing pages that match the message. The result is higher Ad Rank at lower cost.

  • Ad group restructure: one theme per group
  • Responsive Search Ads with 3+ headline variations tested
  • Landing page relevance audit and copy recommendations
  • Ad extensions: sitelinks, callouts, structured snippets, calls
Quality Score Impact on CPC BEFORE (QS 3) Quality Score 3 / 10 Avg CPC ₹185 Ad Position #4.2 Impression Share 28% CTR 1.8% AFTER (QS 8) Quality Score 8 / 10 Avg CPC ₹98 Ad Position #1.8 Impression Share 61% CTR 5.4% → Same keyword. Same bid. Better structure = lower CPC, higher position, more clicks for less money.
Reporting & Optimisation

Weekly Actions, Not Monthly Slide Decks

Most agencies send a PDF once a month that tells you what happened — but not what they did about it. We share a live dashboard and a weekly optimisation log that shows every change made, what we tested, and what we're doing next.

No black boxes. If we paused a keyword, raised a bid, or restructured an ad group, you'll see the reason and the expected outcome. Every month we set a clear goal for the following month based on what the data says.

  • Live dashboard: spend, clicks, conversions, CPA, ROAS
  • Weekly change log — every optimisation documented
  • Monthly strategy call: results, learnings, next 30 days
  • Search term report shared — you see what queries trigger your ads
Monthly Performance Dashboard Total Spend ₹48K ↓ 12% vs last mo Conversions 142 ↑ 34% vs last mo Cost / Conv. ₹338 ↓ 34% vs last mo ROAS 4.2× ↑ 1.1× vs last mo Weekly Conversions 24 32 42 54 Week 1 Week 2 Week 3 Week 4 This Week's Changes Added 38 negative keywords from search term report Raised bids on "buy now" and "price" intent keywords +20% Paused 3 ad groups with 0 conversions in 60 days Tested new headline variant emphasising free delivery
Channels We Manage

One PPC Partner Across Every Paid Channel

We manage across platforms so your campaigns work together, not against each other.

Google Search Ads

The foundation of most PPC accounts. We build tightly themed campaigns, write Responsive Search Ads with strong CTAs, and manage bids at the keyword level — not campaign level.

Google Shopping & PMax

For ecommerce, Shopping campaigns and Performance Max need careful feed optimisation and asset group structure. We manage both and set guardrails on PMax to prevent budget cannibalism.

Display & Remarketing

We use Display for retargeting, not prospecting. Ads follow users who visited key pages, with creative matched to where they dropped off — product page, cart, pricing, or form.

Microsoft / Bing Ads

Often lower CPCs than Google with a different (frequently older, higher-income) audience. We import and customise your Google campaigns for Bing — it's fast to set up and often underutilised.

How We Work

From Audit to Optimised Account in 4 Steps

01

Deep Audit

We review keywords, match types, negatives, bids, ad copy, landing pages, tracking, and conversion setup. We find every leak before touching spend.

02

Restructure & Fix

We rebuild campaign structure, tighten match types, add negatives, align landing pages, and fix conversion tracking. This happens in weeks one and two.

03

Test & Optimise

We run A/B tests on ad copy and landing page variants, adjust bids weekly based on conversion data, and expand into new keyword opportunities.

04

Report & Scale

Monthly reporting, live dashboard access, and weekly change logs. When ROAS justifies it, we scale budgets into proven segments.

Why ZeeroCap

What Makes Our PPC Management Different

01

Fix Before Scale

We don't increase your budget until the account structure is clean. Scaling a broken account just loses more money faster.

02

No Automation Dependency

Smart bidding is a tool, not a strategy. We manage the levers that automation ignores — match types, negatives, ad copy, and landing page quality.

03

Weekly Optimisation Cadence

PPC accounts need weekly attention. We review search terms, test ad variants, adjust bids, and add negatives every week — not once a month.

04

Conversion Tracking Verified

We verify every conversion event before starting. If tracking is broken, we fix it first. Optimising against bad data is worse than not optimising at all.

05

Cross-Channel Coordination

We coordinate Google and Meta so they don't bid against each other or target the same person with contradictory messages at different prices.

06

No Long-Term Lock-In

We work on rolling contracts. If we're not delivering results, you can leave. That keeps us focused on performance, not paperwork.

FAQ

Common PPC Management Questions

It depends on your industry CPC and target CPA, but generally ₹20,000–₹30,000/month in ad spend is the minimum needed to gather statistically useful data for optimisation. Below that, you're often just paying for learning. We'll tell you honestly if your budget is too low for the goals you're describing.
The first two weeks are mostly structural — fixing tracking, tightening match types, adding negatives. You'll often see wasted spend drop in the first month. Meaningful conversion volume improvements usually show by month two. Smart bidding needs 30–60 days of conversion data before it can optimise well, so we phase the strategy accordingly.
Smart Campaigns (Google's simplified product) are designed for businesses that don't want to manage PPC actively. They're fine for very small budgets but offer minimal control and transparency. For serious PPC management we use standard Search campaigns with manual or Target CPA bidding — where we control keywords, match types, negatives, and ad copy directly.
Ad spend goes directly from you to Google or Meta — we never handle client ad budgets. Our management fee covers strategy, campaign setup, ongoing optimisation, reporting, and account access. This keeps billing simple and transparent: your ad spend is your spend, not ours to mark up.
Yes — account takeovers are most of what we do. We prefer inheriting an existing account over starting from scratch because historical data is valuable. We'll audit the account, keep what's working, fix what isn't, and won't unnecessarily reset campaigns in ways that lose conversion history.

Find Out Exactly Where Your PPC Budget Is Leaking

A free audit takes 20 minutes. We'll walk you through what's broken, what's working, and what we'd fix first — no commitment required.

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