Pay Per Click (PPC)

How I manage PPC campaigns

Pay-per-click (PPC) advertising is a vital component of any successful digital marketing strategy. However, managing PPC campaigns can be a challenging task, especially if you’re doing it without support.

As a PPC freelancer, I have been managing campaigns for clients across various industries, from small businesses to large corporations, for several years now. Let me explain how I can use this knowledge to help your company. 

The different kinds of PPC

As a PPC freelancer, I work across different types of PPC platforms to help my clients achieve their marketing goals. Here is a breakdown of how I manage each platform:

Google AdWords: Google AdWords is the most popular PPC platform, and I have extensive experience managing campaigns on it. I start by doing extensive keyword research to identify the best keywords to target. From there, I create targeted ad groups and write compelling ad copy. I constantly monitor and optimise the campaigns to ensure maximum ROI for my clients.

Read more about my Google Ads experience.

Bing: Bing is another popular PPC platform, and it can be a great alternative to Google AdWords. I use a similar process to manage Bing campaigns, including keyword research, ad group creation, and ongoing optimisation.

Shopping: Google Shopping campaigns can be incredibly effective for ecommerce businesses, and I have experience managing campaigns for clients in a variety of industries. I start by setting up product feeds and creating targeted campaigns that showcase products to the right audience. I then monitor and optimise the campaigns to drive maximum sales.

Logos of the different types of PPC advertising you can do including google, bing, amazon, duckduckgo

Performance Max: Google’s Performance Max campaigns are a relatively new addition to the PPC landscape, but they have quickly become a popular option for marketers. These campaigns use machine learning to optimise bids and targeting, which can be incredibly effective when managed correctly. I work with clients to set up Performance Max campaigns, monitor them closely, and make adjustments as needed to drive optimal results.

Display: Display campaigns can be a great way to build brand awareness and reach new audiences. I work with clients to create eye-catching display ads and target them to the right audience. I also monitor and optimise these campaigns to ensure they are delivering the desired results.

Retargeting: Retargeting campaigns can be incredibly effective at converting leads into customers. I help clients set up retargeting campaigns that target people who have already engaged with their brand. I then create targeted ads that encourage these people to take the desired action, such as making a purchase or filling out a lead form.

Overall, my approach to managing PPC campaigns across different platforms is to stay up-to-date with the latest best practices and techniques, constantly monitor campaigns, and make data-driven decisions to achieve the best possible results for my clients.

My Strategy for PPC Campaigns

Understanding your target audience

The first step to managing a successful PPC campaign is to understand your target audience. You need to know who they are, what they’re looking for, and how they behave online. Once you have this information, you can tailor your campaigns to their needs and preferences. For example, if your target audience consists of young adults who spend a lot of time on social media, you may want to focus your campaigns on platforms such as Facebook, Instagram, or Twitter.

Keyword Research

Another critical aspect of managing a successful PPC campaign is to conduct thorough keyword research. Keyword research involves identifying the words and phrases that your target audience is using to search for products or services like yours. Once you have this information, you can use it to create ads that are relevant to their search queries.

Creating a PPC strategy on a laptop

Creating Compelling Ad Copy

To create effective PPC ads, it’s essential to write compelling ad copy that captures the attention of your target audience. Your ad copy should be clear, concise, and informative, highlighting the unique features and benefits of your products or services. It’s also important to include a strong call to action that encourages your audience to take the desired action, such as making a purchase or filling out a contact form.

Landing Page Optimisation

In addition to creating effective ad copy, it’s also crucial to optimise your landing pages for conversions. A landing page is the web page where your visitors land after clicking on your ad. Your landing page should be designed to provide a seamless user experience and encourage visitors to take action, such as making a purchase or filling out a contact form. You can optimise your landing pages by ensuring they load quickly, are mobile-friendly, and have clear and concise messaging that aligns with your ad copy.

Reporting Back On The Right Data

Monitoring and analysing your PPC campaigns is another key aspect of successful campaign management. You need to track the performance of your campaigns, identify areas of improvement, and make necessary adjustments to optimise your ads for better results. Some of the key metrics to track include click-through rates, conversion rates, cost per click, and return on ad spend.

Regular Campaign Optimisation 

One of the most significant advantages of managing PPC campaigns is the ability to test and refine your campaigns continuously. You can test different ad formats, targeting options, ad copy, and landing pages to identify what works best for your audience. By analysing the data from your campaigns, you can refine your strategy and make data-driven decisions that help you achieve your marketing goals.

You can keep up to date with our latest PPC news and new optimisation techniques on our PPC blog.

My PPC Experience

As a PPC freelancer, I have extensive experience managing successful campaigns across a range of sectors. Whether it’s retail, ecommerce, brand, estate agents, new homes, B2B, lead generation, or small businesses, my approach is tailored to the unique needs of each sector.

Retail Stores

What will influence people to visit your store? I focus on asking the right questions and make sure that when somebody interacts with your PPC ad that they are compelled to visit your store.

E-commerce Brands

My focus is on driving sales through targeted ads that reach potential customers at the right time and place. I work closely with clients to understand their product offerings, target audience, and unique value proposition, and use this information to craft compelling ad copy and select relevant keywords.

Brand Camapigns

My aim is to increase brand awareness and recognition. I develop creative and memorable PPC campaigns that resonate with the target audience and align with the brand's values and messaging.

Real Estate / New Homes

My focus is on my pay per click campaigns for estate agents and new homes developers is about driving leads and conversions. I use targeted keywords and ad placements to reach potential buyers and showcase the unique features of each property.

Small Businesses

If you're a small business looking for a PPC freelancer, I understand the importance of cost-effective campaigns that deliver measurable results. I work within the client's budget to maximise ROI, using targeted ads and relevant keywords to reach potential customers and increase conversions.


My PPC approach is to focus on delivering qualified leads to the client. I use a combination of search and display ads, as well as retargeting, to reach decision-makers and encourage them to engage with the client's products or services.

All Sectors

My approach is data-driven and results-focused. So no matter what sector your company is in, I can help. I regularly monitor campaign performance and make adjustments as needed to ensure the best possible outcomes for my clients. I also provide regular reporting and analysis to keep clients informed and help them make informed decisions about their PPC campaigns.

What Locations Do I run PPC Campaigns?

As a PPC specialist, I have experience working with clients across the UK and Europe

Whilst I’m based in Huddersfield, my digital advertising services are available to businesses across the country, so naturally I pick up clients that are close to me in Manchester, Leeds, Liverpool, Bradford, Sheffield and beyond. Thanks to the power of the internet, I’m able to communicate with clients from anywhere, allowing me to effectively manage campaigns from home.

How do I make it work?

When working with clients, I prioritise communication and collaboration to ensure that we’re working towards the same goals. Whether you’re an ecommerce business in Manchester or a B2B company in Leeds, I tailor my approach to your unique needs and goals. By taking the time to understand your business and target audience, I’m able to create bespoke PPC campaigns that drive results and maximise ROI.

Textured 3D globe of the UK and Europe

In addition to working with clients throughout the UK, I also have experience managing campaigns in Europe. My expertise in international PPC allows me to help businesses expand their reach and grow their customer base beyond the UK. Whether you’re looking to target a specific region or language, I have the knowledge and skills to help you succeed.

Overall, my approach to PPC is flexible and adaptable, allowing me to work effectively with businesses across a wide range of sectors and locations. Whether you’re a small business in Huddersfield or a retail giant in London, I have the expertise and experience needed to create successful PPC campaigns that drive results.

Have a Project in mind?

Bring your vision to life with my expert help. Let's join forces and create something truly impactful.

Two men working in a freelance advertising agency

Unleash the full potential of your business

Partner with me and never navigate the digital landscape alone. My commitment to your success extends beyond just your bottom line – I’m here to drive growth for your entire organisation. If you’re searching for a digital advertising freelancer that will help you establish a powerful online presence, generate conversions and boost revenue, look no further. I’ve got you covered.