Advertising & PPC

What our PPC management services include

A PPC agency earns its fee in unglamorous work: keyword and audience strategy, campaign structure, ad copy, bid and budget management, conversion tracking, and disciplined testing. We do all of it, across Google and Meta, and we report it against revenue, not impressions.

• Google Ads management: Search, Shopping, Display, YouTube, and Performance Max, structured so you can see which keyword and which product earns its budget.
• Meta advertising: Facebook and Instagram campaigns from cold prospecting to retargeting, with creative made for the feed instead of recycled from print.
• Conversion tracking and analytics: measurement configured before the first euro is spent, reconciled against real leads and sales rather than platform-reported estimates.
• Ad copy and creative testing: headlines, descriptions, and visuals tested in structured rounds, because in crowded auctions creative is the biggest lever left.
• Landing page optimization: the page after the click sets the price of everything before it, so we audit and fix where your traffic lands.
• Reporting you can read: monthly numbers tied to cost per lead and return on ad spend, in plain language, with the next decisions attached.

The costs explain why this is a managed service and not a set-and-forget tool. The average Google Ads search CPC reached $5.26 in 2025, up 12.88% in one year, with 87% of industries paying more per click than the year before, according to WordStream’s 2025 benchmark analysis of 16,000+ campaigns. At those prices an unmanaged account doesn’t underperform; it overspends, quietly, every day. PPC is the paid arm of our broader digital marketing work, and it performs best when the whole funnel is watched.

How we work: audit, build, optimize, scale

1. Audit. Existing accounts get a teardown: the search terms you actually paid for, wasted spend, tracking gaps, structural problems. New accounts get a keyword and cost map with a budget model you can sanity-check.
2. Fix the measurement. Conversion tracking comes before campaigns, because optimizing on wrong data is automated waste. We reconcile platform numbers against your actual leads and sales.
3. Build. Campaign structure, keywords and audiences, ads and assets, organized so performance stays legible and a bad week points to its cause.
4. Optimize. Search-term reviews, negative keywords, bid and budget moves, creative rotation, all on a standing rhythm, not when someone remembers the account exists.
5. Scale. Winners get more budget, new markets, new campaign types; losers get cut without sentiment. Scaling follows your unit economics, not the platform’s recommendations tab.

Google Ads management: Search, Shopping, and Performance Max

Google now ships automation as the default (Performance Max, AI Max, broad match everywhere), and the honest read is that it works conditionally. Google reports that advertisers activating AI Max for Search typically see around 14% more conversions at similar cost, rising to roughly 27% for campaigns built mostly on exact and phrase match (Google, 2025). Independent data runs cooler: SMEC’s 2025 analysis of 250+ Search campaigns, reported by Search Engine Journal, found a median 13% lift in conversion value alongside a median 16% rise in CPA, with ROAS outcomes scattered from +42% to -35%. Same tool, opposite outcomes.

The difference is management. Automated campaigns amplify the account they sit in: clean structure, accurate conversion data, and disciplined exclusions compound upward, while a messy account gets its waste automated too. So we run Google’s AI campaigns with guardrails: negative keyword lists, brand exclusions, Shopping feed quality, and budget caps that respect your margins. For online stores, Shopping and Performance Max lean heavily on the storefront and its product feed, which is why this work often ships alongside our e-commerce development.

Are Facebook and Instagram ads still worth it?

Yes, but the era of cheap reach is over. Average Meta CPM rose 20.1% going into 2026, from $11.82 to $14.19, and CPC climbed 11.4% to $0.78, according to Ryze’s 2026 Meta ads benchmarks. Costs like that don’t kill the channel; they kill lazy campaigns: broad targeting, one tired ad, no retargeting layer.

Meta still earns its budget when the creative is made for the feed, offers are tested instead of assumed, and paid campaigns work alongside the organic presence they borrow credibility from. That last part is why our paid social runs close to our social media marketing practice: your audience sees one brand, not two departments.

You keep the account, the data, and the exit

The agency business has a trust problem: accounts held hostage, reports that bury the one number that matters, activity dressed up as progress. Our answers are structural rather than rhetorical. You own every ad account we work in, along with its full history. You get full access from day one: every search term, every change, every invoice visible. Reporting starts from revenue and works backwards to clicks, not the other way around. And because you own everything, leaving us is easy, which is exactly the pressure that keeps us useful.

What does a Google Ads agency cost?

Two pricing models dominate: a percentage of your ad spend, or a flat fee. Percentage pricing carries a built-in conflict: the agency earns more when you spend more, whether or not spending more is right. We price the way we price everything at Opulon: fixed scope, fixed fee, agreed before work starts, separate from your media budget.

What you should spend in total depends on your market’s click prices and your margins, and we would rather model that with you than publish a fantasy number. The pressure is real, though: European digital ad spend passed the €100bn mark for the first time in 2024, reaching €118.9bn, up 16% year over year, according to IAB Europe’s AdEx Benchmark report (2025). Busier auctions leave thinner room for error. The lowest-risk way to start is a fixed-price PPC audit of your existing account: a findings list you can act on with or without us.

If your ads are spending but nobody can tell you what they earn, talk to us. An audit is the fastest way to find out.