Q&A
Frequently asked questions
What is PPC advertising?
PPC (pay-per-click) advertising is a way of placing your business in front of people who are actively searching for what you offer in Google or Bing Sponsored search results.
Done properly, PPC brings highly relevant traffic to your website quickly and can generate enquiries or sales almost immediately.
How does Google Ads work?
Google Ads works on an auction system.
When someone searches, Google decides which ads to show based on relevance, quality and bid, not just who spends the most.
Our job is to make sure your ads are highly relevant, well structured and cost-effective, so you’re visible without wasting budget.
What’s the difference between Google Ads and Google Shopping?
Google Ads appear in the Sponsored section of search engine results. They are text based and are ideal for services, lead generation and higher-intent searches.
Google Shopping shows product images, prices and brand names directly in Sponsored search results and is designed for ecommerce.
We’ll advise which is right for your business (and often use both together).
How much do ads cost?
There’s no fixed ad cost. You control your ad spend, and Google bills you directly for it.
Costs vary depending on competition and search demand in your industry.
Our role is to make sure your budget is spent efficiently and focused on activity that drives real results.
What budget do I need to get meaningful results?
That depends on your goals, market and competition.
For most businesses, a realistic starting point allows enough data to understand what works and refine performance.
We’ll always be honest if a budget is too low to deliver meaningful results, and will advise you.
How do you make sure ads attract the right people?
We focus on intent, not just traffic.
That means targeting searches that indicate someone is ready to buy or enquire, filtering out irrelevant clicks, and aligning ad messaging with what people are actually looking for.
This keeps costs under control and improves lead quality.
How do I know I’ll get sales, not just clicks?
Clicks alone don’t grow businesses.
Our job is to bring the right people to your website. However, your website then needs to clearly explain your offer, build trust and make it easy to take action.
That’s why we look at the whole journey: search intent, ad messaging, landing pages and user experience.
If traffic isn’t converting, we work with you to fix what’s getting in the way, rather than spend more.
Do you track actual leads and sales?
Yes.
We offer Tag Manager as a service and set up proper conversion tracking so we can see what’s really happening, whether that’s sales, enquiries, phone calls or form submissions.
This allows us to optimise campaigns based on performance, not guesswork.
What do you manage and optimise on an ongoing basis?
We continuously review and refine your campaigns, including keywords, ads, bidding, targeting and spend.
Regular optimisation is what improves performance and protects your budget.
PPC is not a set-and-forget channel.
Is PPC right for my business?
PPC works well for many businesses, but not all.
It depends on your market, margins, competition and goals.
We’ll always give you a straight answer and recommend the right approach, even if that means PPC isn’t the best starting point.