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.
Pay-per-click advertising delivers immediate, measurable traffic — but most accounts underperform because the fundamentals are neglected: broad match keywords waste budget on irrelevant queries, smart bidding is activated without sufficient conversion data, and landing pages fail to match the ad's promise. Origin Softwares builds and manages PPC accounts with disciplined keyword control, negative lists maintained from day one, bidding strategies introduced only when the account has enough conversion history to support them, and reporting that connects spend to revenue rather than clicks. Clients choose us because we treat PPC as a performance channel, not a traffic channel.
What does Origin Softwares do differently in PPC account management?
Most PPC accounts waste budget on three avoidable problems: irrelevant query traffic from broad match keywords, smart bidding launched without sufficient conversion data, and landing pages that don't match the ad's specific promise. Origin Softwares addresses all three from day one. We build tight keyword match-type structures, mine search query reports weekly and add negatives immediately, phase in smart bidding only once conversion volume justifies it, and audit landing page relevance before any campaign goes live. The result is a cost-per-acquisition that reflects actual market demand — not an account that generates clicks your finance team can't reconcile to revenue.
The problems this solves
- Ad budget is being spent on irrelevant search queries because broad match keywords are triggering unrelated intent
- Smart bidding strategies are underperforming because they were launched before sufficient conversion data existed
- Cost per acquisition is rising month-on-month without a clear explanation or corrective action
- Conversion tracking is broken or incomplete, so the account is optimising toward the wrong signals
- Google Shopping campaigns are spending on brand terms and easy conversions rather than incremental demand
- The monthly PPC report shows clicks and impressions but cannot be reconciled to revenue or pipeline
Business outcomes
- 35–60% reduction in cost per acquisition within ninety days of account restructure on existing accounts
- Immediate elimination of wasted spend on irrelevant queries through negative keyword management
- Quality score improvements that reduce cost per click across all target keywords
- Revenue-connected reporting that allows finance teams to evaluate PPC against pipeline contribution
- Smart bidding performance that actually works because it is introduced only when conversion volume supports it
- Incremental Google Shopping revenue through product feed optimisation and Performance Max configuration
Who is this for?
E-commerce brands
Google Shopping and Performance Max campaigns managed against margin targets, not just revenue. Product feed quality, bidding by category, and seasonal campaign planning are all included.
SaaS companies
Trial and demo acquisition campaigns targeting high-intent queries from buyers already evaluating tools. Competitor comparison targeting and branded defence campaigns included.
B2B professional services
High-intent local and national lead generation for services with long sales cycles, tracked through to qualified pipeline via CRM integration and offline conversion imports.
Healthcare providers
Compliant patient acquisition campaigns that adhere to Google's healthcare advertising policies while generating appointment bookings at a target CPA.
Businesses taking over from an underperforming agency
Accounts that have accumulated structural problems — broad match budgets, smart bidding without data, and missing negatives — benefit most from a full audit and rebuild.
Companies launching new products or entering new markets
PPC is the fastest way to validate demand for a new offer or test a new geographic market before investing in longer-term channels.
When PPC & Google Ads Management may not be the right fit
We'd rather tell you upfront than waste your time and budget.
- Your landing pages have fundamental conversion problems — more traffic to a low-converting page will not improve revenue until the page is fixed
- Your minimum ad budget is below the threshold required to generate enough conversion data for optimisation — underfunded accounts produce anecdotal signals, not optimisable data
- Your target keyword set is entirely dominated by navigational or informational intent — PPC performs best on commercial and transactional queries
- Your sales cycle is so long that PPC-generated leads take six or more months to close, making attribution and bidding optimisation practically impossible
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
Account Audit or Build
Assess the existing account structure or build a new one from the correct foundation.
- Audit keyword match types, campaign structure, negative keyword gaps, and conversion tracking accuracy
- Review Quality Scores, impression share, and auction competition by keyword
- Identify structural changes required before optimisation can compound
- Build or rebuild account with correct match-type hierarchy and negative foundation
Conversion Tracking Setup
Ensure every conversion is tracked accurately before any bidding decisions are made.
- Implement Google Tag Manager container with conversion events for all target actions
- Connect GA4 goals to Google Ads for cross-platform attribution
- Set up offline conversion imports from CRM to attribute pipeline to paid campaigns
- Validate conversion tracking by running test conversions against GA4 and Google Ads simultaneously
Campaign Launch & Early Optimisation
Launch campaigns on controlled bidding and build the data foundation for smart bidding later.
- Launch on manual CPC or Maximise Clicks to accumulate conversion data without algorithmic constraints
- Mine search query reports weekly and add negatives from day one
- Run ad copy variants simultaneously and pause underperformers after statistical significance
- Review landing page performance and flag conversion issues before increasing spend
Smart Bidding Transition
Introduce automated bidding strategies only when conversion volume supports them.
- Confirm campaign has reached 30–50 conversions per month before transitioning to Target CPA or Target ROAS
- Set conservative CPA or ROAS targets initially and adjust as the algorithm learns
- Monitor for learning period performance dips and adjust budgets to support data accumulation
- Validate that smart bidding is improving CPA vs manual baseline before fully committing
Ongoing Management & Reporting
Continuous optimisation and transparent reporting against business targets.
- Weekly negative keyword additions, bid adjustments, and ad schedule review
- Monthly A/B test launches for ad copy and landing page variants
- Monthly report connecting spend to pipeline and revenue, not just clicks
- Quarterly budget allocation review based on channel and campaign performance data
How long does it take to see PPC results, and what does it cost?
Paid search delivers traffic within hours of campaign launch — it is the fastest demand capture channel available. However, optimisation takes time: a new account typically requires six to twelve weeks of refinement before performance stabilises at target CPA. Origin Softwares manages a monthly management fee plus your ad spend. For most B2B clients, a minimum ad spend of ₹1–3 lakhs per month is needed for the data volume required to optimise properly. For e-commerce, ₹50,000–₹1.5 lakhs per month is the typical starting range. We provide a CPA model at proposal stage so you can evaluate whether the economics work before committing.
Technologies we use
- Google Ads
- Microsoft Ads
- Google Analytics 4
- Google Tag Manager
- Google Merchant Center
- Looker Studio
- Optmyzr
- SEMrush
Architecture & scalability
- Account structure: campaign and ad group hierarchy should mirror how your customers think about your product — not how your internal team does — so keyword intent is kept tightly grouped and Quality Scores stay high
- Match type strategy: broad match without strong negative lists will consume budget on irrelevant queries; exact and phrase match with a well-maintained negative list provides cost control without limiting reach
- Bidding strategy selection: the correct bidding strategy depends on conversion volume — smart bidding needs data to function; launching Target CPA on a new account is one of the most common and most costly mistakes
- Attribution model: last-click attribution undervalues awareness and consideration campaigns; data-driven attribution requires volume to function; understanding your attribution model is essential to evaluating channel and campaign contribution accurately
- Landing page alignment: Quality Score is partly determined by landing page experience — the page must match the specific ad promise, load quickly, and present a clear conversion action to earn low CPCs
- Conversion tracking depth: Google Ads native conversion tracking misses conversions that happen by phone, in CRM, or after a long sales cycle — offline conversion imports are necessary for B2B accounts to optimise toward actual revenue
PPC Management Approaches
| Criterion | Origin Softwares | Typical Agency | In-House Team |
|---|---|---|---|
| Negative keyword management | Weekly from day one | Monthly review | Ad hoc |
| Bidding strategy timing | Phased by conversion volume | Smart bidding from launch | Variable |
| Conversion tracking depth | GA4 + CRM offline imports | Google Ads native only | Often incomplete |
| Reporting connection to revenue | Pipeline and ROAS reported | Clicks and impressions reported | Varies by team capability |
Why choose Origin Softwares
Our approach
- Negative keywords added weekly from day one — not after a quarter of wasted spend
- Smart bidding introduced only when conversion volume justifies it — never on new accounts without history
- Conversion tracking connected to CRM for pipeline attribution, not just Google Ads reported conversions
- Management fee structure — not a percentage of ad spend — so we have no incentive to inflate budgets
- Google Shopping managed at feed level, not just campaign level — Merchant Center quality is where most Shopping gains come from
- Transparent reporting that shows CPA and ROAS against your business targets, not click-through rate
Delivery standards
- Search query reports reviewed and negatives added within seven days of each week's data
- Conversion tracking validated against GA4 and CRM data within the first two weeks
- Monthly performance reports delivered by the fifth of the following month with CPA, ROAS, and budget pacing
- Bid strategy changes communicated to clients before implementation with rationale
- Landing page alignment checked at campaign launch and after any creative changes
Quality assurance
- Pre-launch checklist: conversion tracking verified, negative keyword list populated, match types confirmed, landing pages reviewed
- Weekly search query analysis to catch irrelevant traffic before it accumulates cost
- Monthly Quality Score audit by keyword to identify and remediate ad relevance and landing page experience issues
- A/B test results reviewed for statistical significance before declaring a winning variant
- Attribution model validated quarterly against CRM data to confirm offline conversions are importing correctly
Security practices
- Google Ads account access granted at account level under your own MCC — you retain ownership at all times
- Conversion tracking implemented via Google Tag Manager with client-owned container access
- CRM integration for offline conversions managed with read-only API access to the minimum required data
- Ad account credentials never stored in shared documents — managed in encrypted password management tools
Performance
- CPA and ROAS tracked weekly against targets with variance explanation in monthly report
- Impression share and auction insight reports monitored to identify competitive pressure early
- Quality Score tracked by keyword weekly to catch ad relevance degradation before it impacts CPA
- Budget pacing reviewed every three days to prevent overspend or underspend in any billing period
What you receive
- PPC account audit or initial account build with keyword strategy and match-type plan
- Conversion tracking setup across GA4, Google Ads, and CRM offline imports
- Ad copy variants for split testing at launch, refreshed quarterly or as performance decays
- Negative keyword list with weekly additions documented
- Monthly performance report: spend, impressions, clicks, conversions, CPA, and ROAS by campaign
- Quarterly strategy review with budget allocation recommendations for the next quarter
Support tiers
- Audit only: one-time account review with prioritised action list for your internal team to implement
- Management retainer: ongoing campaign management, weekly optimisation, and monthly reporting
- Full growth programme: PPC management integrated with SEO and CRO for a single performance team
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
Typical delivery timeline
| Phase | Duration | What happens |
|---|---|---|
| Account audit or initial build | 1–2 weeks | Full audit of existing account or build of new account structure, keyword map, match types, and negative foundation. |
| Conversion tracking setup | 1 week | GTM implementation, GA4 goals, offline conversion imports, and validation against CRM data. |
| Campaign launch | Week 2–3 | Campaigns live on manual CPC with full negative list, ad copy variants, and landing page alignment confirmed. |
| Early optimisation | Weeks 3–10 | Weekly search query mining, negative additions, ad copy testing, and Quality Score improvement work. |
| Smart bidding transition | Week 10–14 | Transition to Target CPA or Target ROAS once conversion volume reaches the required threshold. |
| Steady-state management | Month 4 onwards | Continuous management, monthly reporting, quarterly strategy review, and seasonal campaign planning. |
Before you start — a checklist
Use this to prepare for your first conversation with us.
- You need leads or revenue within thirty to sixty days — PPC delivers immediate traffic that SEO cannot
- Your target keywords have clear commercial or transactional intent — queries like 'buy X', 'X price', or 'X service near me' convert well through paid search
- Your average deal size or customer lifetime value is high enough that the cost per click in your industry produces a profitable CPA
- You have landing pages that match the specific ad promise — or you're willing to build them as part of the programme
- You can commit to the minimum ad spend required to generate enough conversion data for optimisation to function
- You want to test a new product, market, or offer quickly and need demand validation data within weeks rather than months
Maintenance & support
- Weekly search query analysis and negative keyword additions to prevent wasted spend accumulating
- Monthly ad copy refreshes when performance decays — creative fatigue affects paid search as well as paid social
- Quarterly strategy reviews to reassess budget allocation by campaign and adjust for seasonal demand shifts
- Ongoing Quality Score monitoring to catch ad relevance and landing page experience degradation before it increases CPC
- Annual account restructure review when business objectives, product lines, or target markets change significantly
“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
Planning & scope
- How do we set a realistic PPC budget?
- Work backward from your target CPA and the number of conversions you need per month. If your target CPA is ₹5,000 and you need 20 conversions per month, your minimum budget is ₹1 lakh. Add 20% margin for the data collection period where CPA will be above target while the account optimises. Origin Softwares builds a CPA model at proposal stage using your industry's average CPCs and your conversion rate benchmarks so you can evaluate the economics before committing.
- Should we run Google Search alongside Google Shopping?
- For most e-commerce brands, yes — they capture different intent signals. Shopping ads intercept buyers with product-specific queries ('blue running shoes size 10'); search ads can capture problem-aware queries ('best running shoes for flat feet') where Shopping can't. Running both with consistent conversion tracking allows you to compare CPA by campaign type and allocate budget toward whichever is most efficient for your specific product categories. Origin Softwares manages both under a unified account structure with shared attribution.
- When should we add Microsoft/Bing Ads?
- Once Google Ads is optimised and generating a stable CPA. Bing's audience is smaller but often higher-intent and less competitive — CPCs are typically 20–40% lower for comparable terms. For B2B and professional services targeting older decision-makers, Bing's demographic skew often produces better lead quality than Google. We add Bing as a secondary channel after Google is running at target CPA, importing the existing Google campaign structure as a starting point.
Technical
- What is a Quality Score and how do you improve it?
- Quality Score is Google's 1–10 rating of the relevance of your keyword, ad, and landing page combination. It is composed of expected click-through rate, ad relevance, and landing page experience. A low Quality Score raises your CPC and reduces your ad position relative to competitors. Origin Softwares improves Quality Score by tightening ad group keyword themes (so each ad is highly relevant to a small keyword set), improving ad copy to match the query intent, and aligning landing pages to the specific promise in the ad. Higher Quality Scores directly reduce cost per click.
- What is the difference between Performance Max and Standard Shopping?
- Standard Shopping gives you direct control over which product groups are being promoted, their bids, and which queries they appear for. Performance Max uses Google's AI to serve ads across all Google channels (Search, Shopping, Display, YouTube, Gmail) based on asset groups you provide. PMax can find demand that Standard Shopping misses, but it requires significant configuration — quality product feed, audience signals, brand exclusions, and asset group structure. Without that configuration, PMax over-spends on branded and easy retargeting conversions rather than incremental new demand.
- How do offline conversions work and why do we need them?
- For B2B accounts where the final conversion (a signed contract, a qualified call, a CRM opportunity) happens outside the Google Ads environment, offline conversion imports attribute that business outcome back to the specific keyword and ad that generated the original click. Without offline imports, Google Ads sees only form fills or phone calls — it can't distinguish a qualified prospect from an unqualified one. With offline imports, smart bidding optimises toward actual pipeline, not just lead volume. Origin Softwares sets up offline imports via the Google Ads API or a CRM integration during onboarding.
Engagement & process
- Do you take a percentage of ad spend?
- No. Origin Softwares charges a fixed monthly management fee that does not vary with your ad budget. A percentage-of-spend model creates an incentive to increase budgets regardless of performance — which is not in your interest. Our incentive is to deliver a CPA that justifies continued investment in the channel, which aligns with yours.
- What happens when we stop working together — do we keep the account?
- Yes. The Google Ads account is built in your name under your MCC or directly in your account. All work — campaign structures, negative keyword lists, ad copy, conversion tracking — remains in your account when the engagement ends. We provide a handoff document covering account structure, bidding strategy rationale, and outstanding test results so your next team or internal manager can continue from a strong foundation.
- How often do you communicate with us outside of the monthly report?
- For standard management retainers, we send a brief weekly performance summary and are available by email for questions between reports. For material changes — budget increases, new campaign launches, significant performance shifts — we flag proactively rather than waiting for the monthly review. If something is going wrong, you hear about it within forty-eight hours, not at the end of the month.
What results should we expect from a managed Google Ads account?
Within ninety days of Origin Softwares taking over an existing account, we typically achieve a 25–40% reduction in cost per acquisition through negative keyword management, quality score improvements, and bidding strategy corrections. For new accounts, the first ninety days are data collection and optimisation — CPA typically stabilises at target within weeks eight to twelve. Long-term, a well-managed PPC account compounds through quality score improvements, audience list growth, and landing page testing. Realistic ROAS for e-commerce: 3–5× on mature accounts. Realistic CPA for B2B: dependent on your deal size and close rate, which we model before launch. Monthly reporting includes a bid adjustment log so you can trace every CPA change back to a specific optimisation decision.
Related services
Web Development
PPC performance depends on landing page quality — we work directly with your web team to ensure landing pages are built to the specifications required for high Quality Scores and conversion rates.
Custom Software Development
Custom landing page builders or CRM integrations for offline conversion imports may require development work — we scope these alongside the PPC programme setup.
E-Commerce Development
Google Shopping feed quality is determined by the data your e-commerce platform exports — we work with your development team to improve Merchant Center feed attributes at the source.
UI/UX Design
Landing page design directly affects Quality Score and conversion rate — UX and PPC strategy should be aligned so ad spend lands on pages built to convert.
CRO
PPC drives traffic; CRO determines what percentage of that traffic converts — running both together produces a lower effective CPA than either programme alone.
Not sure where to start?
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