Paid search works best when the campaigns are built around the way people actually search for your products or services. Our PPC management focuses on the parts that directly affect campaign performance: keyword targeting, ad groups, bidding, budgets, landing pages, and conversion tracking.
Whether you are starting a new campaign or already spending on PPC, we help identify where your budget is going and where campaigns can be improved.
Request a PPC consultation →Paid search is one of the few channels where a person tells you what they want before you spend anything. The job of a PPC agency is to make sure the budget only meets the searches that are worth meeting, and that everything after the click has somewhere useful to go.
Most of the accounts we take over are not broken in an exotic way. The targeting is too broad, the search terms report has never been read, conversions are either untracked or tracking the wrong action, and every visitor lands on the homepage. Those four things account for the majority of wasted spend we find.
If your paid search is running specifically on Google, the platform-level detail lives on our Google Ads agency Montreal page. This page is about how the account is managed, whichever platforms the budget ends up on.
A PPC campaign is not one decision. It is a set of settings that only make sense in relation to each other, which is why we manage them as one thing rather than as a monthly checklist.
We build campaigns around your business goals, services, locations, and target customers. That includes campaign structure, keyword selection, match types, ad groups, bidding, budgets, and conversion tracking.
The right keywords matter as much as the ad itself. We identify relevant commercial keywords and separate high-intent searches from terms that are unlikely to produce useful leads, then review search terms regularly to find new opportunities.
Google Ads is a major part of PPC, but simply running campaigns is not enough. We monitor performance and make adjustments to bids, budgets, keywords, ads, and targeting based on the data.
Irrelevant searches can quickly consume a PPC budget. We use negative keywords to reduce unwanted clicks and keep campaigns focused on searches that are relevant to your business.
Clicks alone do not tell you whether a campaign is working. We set up and review tracking for form submissions, calls, bookings, and other important enquiries so campaign decisions are based on meaningful results.
PPC campaigns need ongoing attention. We review search terms, keyword performance, conversion data, cost per lead, ad performance, and budget allocation to identify what should change. Reports stay focused on the numbers that matter.
Local targeting can be important when your customers are located in Montreal or specific areas around the city. Campaigns can be structured around locations, services, and search intent so your advertising budget is not spread across searches that are outside your target market.
For businesses serving customers across multiple locations, campaigns can also be separated by service area to make performance easier to measure. A Montreal campaign and a Toronto campaign in the same ad group tell you nothing about either one.
Campaigns can be run in English, French, or both. In a bilingual market that is a targeting decision as much as a copywriting one, because the two audiences search with different words and rarely at the same cost.
Clicks are the easiest number in the account to move and the least useful one to manage against. We look at the complete picture instead, because a change that improves one of these metrics usually costs you another.
The goal is not simply to get more traffic. It is to make the available PPC budget work more efficiently, which sometimes means spending less in one place so there is something left for the searches that convert.
PPC can be useful when people are already searching for the products or services you provide. It can also be useful for testing demand, promoting specific services, or generating enquiries while organic search visibility develops.
Before increasing a budget, it is worth checking whether the targeting, landing page, conversion tracking, and campaign structure are working properly. Increasing spend on an inefficient campaign usually increases the cost of the problem rather than solving it.
It also pairs badly with nothing. Paid search buys the demand that already exists this quarter; search engine optimization is what lowers the share of that demand you have to keep paying for, and Meta Ads management is what creates demand from people who were not searching yet.
Most of what makes a PPC account work is the same everywhere. What changes is how expensive a click is, what counts as a qualified lead, and how tightly the campaign has to be fenced. These are the three we have written up in detail.
PPC captures the demand that already exists. These are the disciplines that create more of it, and that lower what you have to pay for the demand you are already buying.
We can review your existing account, identify the areas that need attention, and build a PPC strategy around your services, target locations, and budget. Book a free 30-minute call and we will tell you what we would change first and why.