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PPC Ads

Paid advertising on Google and Meta can be an effective way to reach potential customers, drive traffic to your website and generate sales or enquiries. With the platforms continually changing, getting the best from your advertising requires more than simply setting up campaigns and leaving them to run. At QSM Digital, we manage PPC advertising across Google Ads and Meta Ads, from campaign setup and strategy through to ongoing management, optimisation and reporting.

Google and Meta Ads

We manage campaigns across a range of Google and Meta advertising formats, depending on your business, objectives and customers. This can include:

  • Google Search campaigns
  • Google Shopping and Performance Max campaigns
  • Other Google campaign types
  • Meta advertising across Facebook and Instagram
  • Campaigns focused on website traffic, leads, enquiries or sales

We can work with existing campaigns or set up your PPC advertising from scratch, making sure campaigns, budgets, creative and conversion tracking are set up appropriately from the outset. We’ll also consider how your paid advertising fits with your wider digital marketing, so your PPC activity supports your overall objectives.

Keeping up with changes in PPC advertising

Google and Meta are continually developing their advertising platforms, with increasing levels of automation and AI influencing how campaigns are targeted and optimised. Google Performance Max and Shopping campaigns, for example, use AI and automation to help determine where Ads are shown and how budgets are allocated, while Meta is also using AI more extensively in Ad delivery. This means the focus is increasingly on providing the platforms with the right information, creative and conversion data.

However, AI and automation don’t make PPC campaigns a set-up-and-forget exercise. Campaigns still need to be monitored, analysed and refined, with budgets, performance and opportunities for improvement continually reviewed. We keep up with changes to the platforms and adapt our approach, making informed decisions about campaigns, budgets and creative.

PPC that complements your other marketing

Your PPC campaigns don’t operate in isolation. Other marketing activity can bring people to your website, and this wider activity can also contribute to how advertising platforms identify potential customers. Someone might first visit your website after seeing a Google Ad, find you through an organic search, read an article or see your business promoted offline, before later encountering your Meta advertising while browsing Facebook or Instagram.

This means PPC can complement and enhance your wider marketing activity, helping you stay visible to potential customers at different stages of their journey.

Ecommerce PPC focused on performance

For ecommerce businesses, we take a particularly performance-focused approach to PPC advertising. Conversion tracking is central to understanding what is happening, allowing us to see which campaigns and products are generating sales. We actively monitor metrics such as cost per acquisition (CPA) and return on Ad spend (ROAS), looking not just at how much traffic campaigns generate but at the value that traffic delivers.

We continually look for opportunities to improve performance over time, whether that means adjusting budgets, refining campaigns, changing creative or identifying where advertising spend can work harder. Performance is actively monitored as part of our ongoing campaign management and included in our monthly reporting, so you can see how your advertising is performing and how it is developing over time.

A collaborative approach

Effective PPC advertising also relies on understanding the business behind the campaigns. We combine our expertise in Google and Meta advertising with your understanding of your products, customers, market and business objectives. You know your business and customers best and we understand the advertising platforms and how to use the data and performance information to make informed decisions about your campaigns.

This collaborative approach means we can respond to changes in your business, whether you have new products, seasonal opportunities, promotions or changes in customer demand. We don’t believe in simply setting campaigns up and leaving them to run. We monitor performance, look for opportunities and continually make improvements based on the data and what we learn about your business.

Need help with your PPC advertising?

Whether you are starting Google or Meta advertising for the first time or already have campaigns running, we can help you make the most of your PPC budget. Get in touch with our knowledgeable team at QSM Digital to find out how we can help you set up, manage and continually improve your PPC advertising campaigns.