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PPC & Paid Media

PPC management focused on profitable acquisition. Not just ad spend.

Paid-media costs and auction pressure can change quickly by platform, audience, geography, and category. Running paid media well means deciding where not to spend, measuring downstream business value, and reallocating budget when the economics stop working.

We run paid media for growing businesses that need pipeline now — and we run it with a discipline most agencies skip: killing underperforming campaigns before they drain another quarter of budget.

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PPC management workspace showing paid search campaigns, acquisition costs, conversion tracking, and pipeline performance
4
platforms we run (Google, Meta, LinkedIn, TikTok)
30–90d
realistic timeline to meaningful pipeline
100%
spend visibility — no ad markup, no hidden margin
0
campaigns we'd keep running if they weren't earning

Straight talk about PPC in 2026

Google's Performance Max and Meta's Advantage+ are increasingly automated. "Bid management" as a service is dying because AI does it better than humans. If your PPC agency is still billing for optimization work that Google does automatically, you're paying for theater.

The work that still moves the needle in 2026: creative direction, conversion tracking setup, landing page optimization, offer strategy, and negative keyword discipline. That's where we focus. Everything else, we let the platforms' own AI handle.

The problem

The three ways PPC agencies quietly waste your money

Most PPC engagements don't fail because the agency doesn't know Google Ads. They fail because of structural problems nobody talks about in the intake call. We've audited enough accounts to see the same patterns:

01

Running campaigns that should have been killed six months ago

Every agency has underperforming campaigns they keep running because stopping them feels like admitting failure. We've seen clients paying $5K+/month on Meta campaigns that haven't produced a qualified lead in a year — because the agency kept promising "one more optimization" instead of saying "this isn't working."

02

Reporting on clicks and impressions instead of pipeline

Every slide in every agency report is designed to make the agency look good: "impressions up 45%, CTR up 12%, cost per click down 8%." None of those numbers mean you got more customers. Real reports tie spend directly to qualified leads and booked revenue — and most agencies refuse to track that way because it'd expose underperformance.

03

Margin on ad spend + hidden fees

Some agency fee models include a percentage of media spend in addition to management fees. Our model separates platform spend from our management fee so you can see what is paid to the ad platforms and what is paid to us.

Platforms we run

Four platforms, picked for your actual buyers

We don't run ads on every platform just because they exist. Each channel gets justified against your buyer behavior — or it doesn't run at all.

Google Ads & LSAs

Search ads can capture explicit demand from people actively looking for a product or service. Whether they should receive the first paid dollar depends on your market, search demand, economics, and conversion path.

  • Search campaigns with tight match type discipline
  • Performance Max (used carefully, not as a default)
  • Local Service Ads for local businesses
  • Shopping campaigns for e-commerce
  • Display & YouTube retargeting
  • Negative keyword lists built from real data
Best for

High-intent search queries, local services, B2B demand capture

Meta (Facebook & Instagram)

Best for visual products, consumer services, and building awareness at the top of funnel. Worse for high-intent B2B unless you have a strong creative.

  • Advantage+ campaigns with creative variation
  • Retargeting site visitors & lookalikes
  • Lead forms for local businesses
  • Catalog ads for e-commerce
  • Creative production & testing cadence
  • Pixel & server-side tracking setup
Best for

Consumer products, visual services, awareness + retargeting

LinkedIn Ads

LinkedIn can provide business and professional targeting that is useful for some B2B programs. Its economics vary substantially by audience, offer, market, and conversion path.

  • Sponsored content & InMail campaigns
  • Account-Based Marketing (ABM) for target accounts
  • Lead gen forms pre-filled with profile data
  • Event & webinar promotion
  • Company-level retargeting
  • Conversation Ads for mid-funnel nurture
Best for

B2B sales to decision-makers, high-ticket services, ABM

TikTok & Emerging

Powerful for specific audiences and creative-heavy brands. We don't recommend it by default — we recommend it when your audience actually lives there.

  • Spark Ads using creator content
  • Short-form video production partnerships
  • Creative testing at volume
  • Lead generation for consumer-facing brands
  • TikTok Shop for e-commerce
Best for

Consumer brands, creator-driven categories, younger audiences

What's different

Four commitments most PPC agencies won't make

01

No markup on ad spend

You pay Google exactly what your budget says. We bill a flat management fee separately. You see the entire spend, down to the dollar. Most agencies don't do this because the markup IS the business model — we do it because it's the right model.

02

We report on pipeline, not platform metrics

Every report shows leads, qualified leads, and revenue attributable to paid media. CTR, CPM, and impressions show up as footnotes, not headlines. If a campaign can't tie to revenue, we don't pretend the soft metrics count.

03

We kill campaigns fast

We define the signal required to keep a campaign running, then pause, restructure, or reallocate when the downstream data does not justify continued spend. The review window depends on volume and sales-cycle length rather than a fixed deadline.

04

Creative is the actual job

Automation now handles more bidding and targeting decisions, so creative, offer quality, landing-page alignment, measurement, and audience strategy matter heavily. We allocate team time according to the constraints the account actually has rather than a fixed percentage.

Timeline

What to expect in the first 90 days

PPC is faster than SEO — but it's not instant. Anyone promising "leads in week one" is either running on existing warm traffic or about to blow your budget on untested creative.

Week 1–2

Audit + account setup

Review existing campaigns (if any). Set up clean conversion tracking, UTMs, and CRM integration before a single dollar goes to ads. Most agencies skip this — it's why their reporting is garbage 6 months later.

Week 2–4

Strategy + creative production

Build campaign architecture, write ad copy variations, produce initial creative, set budgets and targets. If this is a B2B account, we also define qualification criteria so the CRM can tell which leads are actually worth your time.

Week 4–6

Launch + learning phase

Campaigns go live. The first 2-3 weeks are learning — algorithms need data before they optimize. Expect volatile performance here. We watch closely, but we don't over-react.

Week 6–10

First round of optimization

Now we have enough data to see patterns. Winning ads get more budget, losing ads get paused, audiences get refined. Creative iteration begins. This is when the campaigns start moving toward real efficiency.

Week 10–12

First honest performance read

At 90 days, we know what's working. If the math is good — continue scaling. If it's not — we tell you honestly whether to pivot the strategy or cut the channel. Neither of us benefits from dragging failures along.

"The best PPC work in 2026 isn't about being the smartest bid manager. It's about having the discipline to kill what's not working and the creative to make what IS working scale."

— How we frame PPC internally at Scrolller
Who this works for

PPC isn't the right first channel for everyone

GOOD FIT
  • Businesses that need a measurable paid-demand channel and can support a testing period
  • Products/services with proven demand (people are already searching for them)
  • Minimum ad spend of $3K/month (below that, platforms can't optimize effectively)
  • Landing pages or sites that can actually convert traffic
  • Willingness to test creative at real volume (not just one ad variation)
NOT A FIT
  • Products nobody is searching for yet (needs content/demand gen first)
  • Broken sites that can't convert paid traffic
  • Ad budgets below $3K/month (not enough signal to optimize)
  • Businesses with no conversion tracking infrastructure
  • Expecting guaranteed CPA or ROAS (nobody can guarantee this honestly)
By industry

PPC playbooks for your industry

CPCs, buyer behavior, and conversion paths are wildly different across industries. Our per-industry PPC playbooks account for the specifics.

Solar PPC →HVAC PPC →Roofing PPC →
Common questions

PPC FAQs

How much should my PPC budget be?
There is no universal media budget that produces enough signal on every platform. The workable range depends on CPC or CPM, conversion volume, sales cycle, margin, geography, and how many campaigns or audiences the budget has to support. During intake we estimate whether the available budget is sufficient to test the proposed channel mix responsibly.
What's the difference between management fees and ad spend?
Ad spend goes directly to the advertising platforms and management fees cover our team's strategy, creative, optimization, and reporting. Our model uses a flat management fee rather than an undisclosed media markup, and we keep platform spend visible in the client's own accounts.
How fast can I expect results?
Paid campaigns can begin generating traffic once approved and live, but there is no responsible fixed timeline for qualified leads, predictable CPA, or stable ROAS. Timing depends on demand, budget, conversion volume, landing pages, tracking, creative, and sales follow-up. We use early data to refine the account before deciding whether to scale.
Do you guarantee a specific CPA or ROAS?
No. CPA and ROAS depend on auction conditions, demand, pricing, margins, website conversion, sales follow-up, and other factors no agency controls completely. We commit to transparent reporting, disciplined optimization, and clear recommendations when the economics do not support continued spend.
Which platform should I start with?
Start with the platform that best matches the buyer's intent, available audience, offer, creative strengths, and economics. Search is often useful when demand already exists; Meta or LinkedIn can make more sense when audience targeting or creative-led demand generation is the stronger fit. We do not use a universal platform sequence.
Do you write ad copy and create creative?
Yes. Ad copy, display creatives, video scripts, landing page copy — all included. For higher-production video work (shoots, animators), we either handle it in-house or manage an external production partner for you. We don't farm creative out to a template mill.
Can you work with my existing Google Ads account?
Yes. We'd audit what's there first, keep what's working, restructure what's not. Starting from scratch can reset your account's learning data — so when it makes sense, we build on the foundation you already have. If the existing account is completely broken, sometimes starting over IS the right move. We'll tell you honestly which applies.
What happens if we stop working together?
You keep the account. It's always in your name from day one. You keep the creative assets. You keep the data. You keep the learnings documented in our monthly reports. Most of what we build is transferable — we're not trying to create hostage situations.

Want a free audit of your
current PPC accounts?

Grant us read-only access to your Google Ads and Meta Ads accounts. We'll run a 30-point audit covering account structure, wasted spend, missed opportunities, and tracking gaps — then send back a written report. No pitch. Keep the report either way.

Get a Free PPC Audit