Paid search that pays for itself — with room to spare.
Most PPC accounts underperform for the same set of reasons: broad match keywords eating budget on irrelevant queries, smart bidding strategies launched without enough conversion data to function, landing pages that don't match the ad's promise, and campaigns left running on autopilot after setup. We build PPC accounts the way performance marketers do — tight keyword control, manual negative lists from day one, bidding strategies phased in only once conversion volume justifies them, and landing pages tested alongside ad copy. The result is a cost-per-acquisition that justifies the spend, not an account that generates clicks and impressions your finance team can't reconcile to revenue.
What's included
- Google Search, Shopping & Display campaigns
- Microsoft/Bing Ads management
- Search query mining & negative keyword lists
- Ad copy testing & quality score optimisation
- Bid strategy selection & smart bidding phases
- Landing page alignment & conversion tracking
How we deliver
- 1PPC account audit or initial account build
- 2Keyword strategy with match type plan
- 3Ad copy variants for split testing
- 4Conversion tracking setup (GA4 + Google Ads)
- 5Negative keyword list & ongoing refinement
- 6Monthly performance report with CPA & ROAS
Technologies we use
- Google Ads
- Microsoft Ads
- Google Analytics 4
- Google Tag Manager
- Google Merchant Center
- Looker Studio
- Optmyzr
- SEMrush
Why Origin for PPC & Google Ads Management
Negative keywords from day one, not month four
We mine search query reports weekly from launch and add negatives immediately. Budget burning on irrelevant queries is the most common and most preventable waste in PPC.
Smart bidding phased in with conversion volume
Smart bidding needs data to work. We don't launch Target CPA on a new account with zero history — we phase bidding strategies as conversion volume builds.
Revenue connected, not impressions reported
We track ad spend to pipeline and revenue through CRM integration and offline conversion imports. You know your CPA and ROAS — not your click-through rate.
Industries we serve
“Our previous agency had us on broad match keywords and smart campaigns. We were spending ₹4 lakhs a month with no idea what was converting. Origin rebuilt the account in three weeks — same budget, cost per qualified lead dropped by 60%.”
Frequently asked questions
- How much should we spend on Google Ads to see results?
- Enough to generate meaningful conversion data — typically £1,000–£3,000/month for B2B with longer cycles, £500–£2,000 for e-commerce. Below these thresholds, smart bidding strategies can't function (they need 30–50 conversions per month to optimise properly) and you get anecdotal data rather than statistically useful signals. We'll tell you the minimum viable spend for your CPA target, not the maximum we can manage.
- What's the difference between manual CPC and smart bidding — which should we use?
- Manual CPC gives you full control over bids but requires constant attention and misses intra-day signals. Smart bidding (Target CPA, Target ROAS, Maximise Conversions) uses Google's real-time auction signals to optimise bids automatically — but only works when there's sufficient conversion volume for the algorithm to learn from. We start campaigns on manual CPC or Maximise Clicks to build volume, then transition to smart bidding once the account has enough conversion history. Starting with Target CPA on a new account is a common mistake we prevent.
- Our Quality Scores are low — what causes that and how do you fix it?
- Quality Score is the product of three components: expected click-through rate (is your ad relevant to the query?), ad relevance (does the ad copy match the search intent?), and landing page experience (does the landing page deliver what the ad promises?). Low scores are almost always caused by broad targeting (your ads showing for irrelevant queries), weak ad copy, or a mismatch between ad and landing page. We audit all three and fix them systematically — higher Quality Scores directly reduce your cost per click.
- We're running Google Shopping ads — are you able to manage those too?
- Yes. Shopping campaigns require a different skill set from search: Google Merchant Center feed management, product title and attribute optimisation, bidding by product category and margin, and Performance Max campaign structure. We manage Shopping and search in the same account, with consistent conversion tracking across both. Merchant Center feed quality is one of the most underinvested areas in e-commerce PPC — it's where we often find the most immediate performance improvements.
- How do you report on PPC performance without just showing us vanity metrics?
- We connect ad spend to pipeline and revenue, not impressions and clicks. For e-commerce, we track ROAS (return on ad spend) at the campaign and product level. For B2B and lead gen, we track cost-per-qualified-lead by connecting Google Ads to your CRM via UTM parameters and offline conversion imports. The monthly report answers one question: is this spend generating more in revenue than it costs? If not, we tell you and change the approach.