How PPC pricing works
Google Ads is an auction. When someone types a query, the system decides whose ads to show and in what order. The outcome depends not only on the bid but also on how well the ad and the landing page match the query. That's why a well-structured campaign with a strong landing page can win customers for less than a competitor with a bigger budget.
You set your average daily budget. On some days spend may run higher, but over the billing period the system won't exceed the limit you set.
Who PPC is a good fit for, and who it isn't
It's a good fit if there's already search demand for your product: people search for “buy,” “repair,” “delivery” or “price” together with your category. Online stores, service businesses, clinics, education projects and B2B companies with short sales cycles get the most predictable flow of inquiries from search ads.
It will be harder if your product is brand new and nobody is searching for it yet. In that case search ads bring in few people, and social media and video work better. Ads also won't help if your website isn't ready: an unclear offer or a form that doesn't work on mobile will eat up any budget. Finally, in niches with very expensive clicks and low margins, ads may simply not pay off, and it's better to find that out with the numbers before launch, not after.
Campaign types and when each one makes sense
- Search campaigns: text ads in Google search results. The closest match to intent, since the person is already looking for your product. The downside is limited volume: you can't get more impressions than there are searches.
- Shopping campaigns: product listings with a photo and price. For stores, often the main source of ad-driven sales, but they require a high-quality product feed in Merchant Center.
- Performance Max: automated campaigns that run across all Google networks at once. Convenient when you have enough conversion data, but they give you less control over exactly where your ads appear.
- YouTube video: for brand awareness and re-engaging your audience. Rarely drives leads directly, but builds demand.
- Remarketing: showing ads to people who have already visited your website. Usually inexpensive and useful when people don't decide to buy on their first visit.
Why PPC without analytics is guesswork
If Google Ads only knows about clicks, it optimizes campaigns for clicks and brings in people who click readily but don't buy. Once the system gets data on leads, calls and purchases, automated bidding strategies start finding similar people and perform much better.
That's why, before launching ads, we check or set up conversion tracking. If you need deeper work with events, ecommerce tracking and CRM data, we bring in our analytics setup service.
What we need from you
- Access to your Google Ads account, or agreement to create a new one in your company's name. The account should belong to you.
- Access to GA4, Tag Manager and your website to set up tracking.
- An understanding of your unit economics: average order value, margin, and what share of leads you turn into sales.
- Feedback on lead quality: which inquiries became customers and which were random.
- Constraints and priorities: locations, the products that matter most to sell, and periods when you can't handle a high volume of orders.
How we measure results
We don't promise a specific number of leads or a guaranteed ROI. They depend on your market, competitors, offer and website, and no agency can know them in advance. Instead, we agree on the metrics we use to evaluate our work: cost per lead or sale, share of qualified inquiries, and ad revenue if you sell online.
The first period after launch is when campaigns learn and collect data. We draw conclusions about performance once enough conversions have built up, not from the first clicks.
Common PPC mistakes
- Broad keywords with no negative keywords. Budget goes to “free,” “DIY,” “jobs” and other irrelevant searches.
- All keywords in one campaign. Then it's impossible to see what's working and reallocate the budget.
- Ads that point to the homepage. Someone searched for a specific product, lands on a generic page and leaves.
- Judging by clicks. A cheap click with no leads costs more than an expensive click that brings in a customer.
- An account registered to the contractor. If the partnership ends, your campaign history doesn't stay with you.
What affects the cost of management
- Number of campaigns and ad types: Search only, or also Shopping, video and remarketing.
- Catalog size for stores, and the state of the product feed.
- Number of locations and languages your ads run in.
- State of your analytics: whether tracking needs to be set up from scratch.
- Reporting depth: standard reports or end-to-end analytics with CRM data.
We give an exact estimate after reviewing your ad account and goals: we look at which campaigns are already running, what's being tracked and what data is missing for reporting.
Frequently asked questions
What's the minimum budget? It depends on your niche and cost per click. We assess this at the start, and if the budget isn't enough for campaigns to collect data, we'll tell you honestly.
Can you run ads to a landing page? Yes, and it's often a good option: a one-page website built around a specific offer often generates more leads than a generic page.
Can you take over our existing account? Yes. We start with an audit of structure, keywords and conversions, and recommend what to fix.
Do we need ads if we already do SEO? Not always. Ads are useful for queries where your website doesn't rank well organically yet, as well as for promotions and new product lines.
Why Promodex
Promodex has been in business since 2015, and our team brings together PPC, analytics and SEO specialists and developers. So if your ads need a page fix, tracking setup or a dedicated landing page, it doesn't turn into an email chain between three contractors. Projects in our portfolio in this area include Zoo Expert, NO TABOO, MARGO and BMED. We show you transparently where the budget goes and what it delivers.
