Paid Search
Ongoing PPC Management for Businesses Across Lancashire
We manage paid search campaigns across Google Ads and Microsoft Advertising for businesses in Blackpool, the Fylde Coast and beyond. The work is ongoing and hands-on: tighter account structure, cleaner search terms, sensible bidding and reporting that shows what your budget actually bought.
- Google Ads and Microsoft Advertising managed together
- Regular search term and negative keyword reviews
- Plain-English reporting tied to real conversions
01 Overview
What ongoing PPC management actually involves
Launching a paid search campaign takes an afternoon; keeping it worthwhile takes steady, unglamorous attention to search terms, bids, budgets and the pages people land on.
PPC management is the ongoing discipline behind paid search, rather than a one-off set-up. Accounts drift over time. Search terms creep in that have nothing to do with what you sell, automated bidding chases the wrong signals when conversion data is messy, and budgets run out by mid-afternoon or sit unspent. Our role is to keep watch across every platform you advertise on, mainly Google Ads and Microsoft Advertising, and make measured changes based on what the data shows rather than guesswork or habit.
If you are mainly interested in Google's own campaign types, such as Performance Max, Shopping or Local Services Ads, our Google Ads service covers those in more detail. This page is about the management layer that sits above any single platform: how the account is structured, how keywords and negatives are maintained, how bids and budgets are paced across the month, and how results are reported back to you in a way that connects spend to enquiries and sales.
Microsoft Advertising is often overlooked, yet it reaches people searching on Bing and across Microsoft's search partner network. Campaigns can usually be imported from Google Ads, but they rarely behave identically, so we review them separately rather than mirroring every change. Costs per click and audiences differ between the two platforms, and for some businesses Microsoft becomes a useful additional source of enquiries. It is worth testing with its own budget and tracking before deciding either way.
Paid search also works best when it is not treated in isolation. Search term reports show which phrases lead to enquiries, which can shape the priorities for your SEO services work, while strong organic rankings can sometimes justify testing lower spend on terms you already win. We look at both channels together so you are not bidding against yourself without reason, and so the landing pages people reach from ads are good enough to earn the enquiry.
02 Benefits
Why ongoing management matters more than the set-up
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01
Less wasted spend
Regular search term reviews and a maintained negative keyword list stop budget leaking into irrelevant searches, such as job seekers, DIY queries or services you do not offer. Small leaks add up quickly across a month.
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02
Structure that makes sense
Campaigns and ad groups are organised around your services, locations and margins, so you can see where money goes and adjust one area without unsettling the rest of the account.
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03
Bidding based on reliable data
Automated bid strategies are only as good as the conversions they learn from. We check tracking first, then choose a strategy that suits your volume, rather than switching on the most aggressive option by default.
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04
Ads that are tested, not assumed
Headlines and descriptions are tested in a structured way, with one theme changed at a time, so you learn which messages matter to your customers rather than just which ad happened to win.
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05
Budgets paced across the month
Spend is monitored against your monthly budget so campaigns do not run dry early or quietly underspend. Seasonal peaks, such as the summer season or the Illuminations, can be planned for in advance.
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06
Reporting you can actually follow
Monthly reports explain what was spent, what it produced and what we changed, in plain English. Your ad accounts stay in your ownership, so you keep access and history whatever happens.
03 What is included
What our PPC management includes
Every account is different, but ongoing management typically covers the following.
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Account audit and restructure
A review of your existing campaigns, settings, keywords and tracking, followed by a cleaner structure wherever the current one is holding performance back.
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Keyword and negative keyword management
Ongoing keyword expansion based on real search term data, plus shared negative lists that block irrelevant traffic across campaigns and platforms.
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Bid strategy selection and monitoring
Choosing between manual bidding and Smart Bidding strategies such as target CPA or target ROAS, based on your conversion volume and goals, then watching how each one behaves.
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Ad copy and asset testing
Responsive search ad headlines and descriptions written around your real selling points, with structured testing and fresh copy when performance stalls.
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Landing page alignment
Checking that each ad leads to a page that matches the search, loads quickly and makes the next step obvious, with recommendations where pages need work.
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Conversion tracking
Setting up or repairing tracking for calls, forms, bookings and purchases, so bidding decisions and reports are based on actions that matter to your business.
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Budget pacing
Monitoring daily and monthly spend against your agreed budget, with adjustments made in good time, before overspend or underspend becomes a problem.
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Monthly reporting and review calls
A clear report covering spend, conversions, cost per result and the changes we made, followed by a conversation about priorities for the month ahead.
04 Process
How we take on and manage your PPC account
Every engagement starts with understanding your goals and the current state of your search presence. No templated packages.
Start with a free audit-
01
Access and audit
We start with access to your existing ad accounts and analytics, then review structure, settings, search terms, tracking and landing pages. If you are starting from scratch, we map out the account from your services and goals.
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02
Fix the foundations
Before chasing growth, we correct tracking gaps, tidy wasteful settings such as loose location targeting or unchecked search partners, and add the negative keywords your search term history makes obvious.
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03
Restructure and relaunch
Campaigns are rebuilt or adjusted around services, locations and margins, with ad copy written for each theme. Changes go live in stages so we can see their effect rather than altering everything at once.
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04
Optimise in a steady rhythm
Search terms, bids, budgets and ad performance are reviewed on a regular cycle. We log what we change and why, so every decision can be checked against the results that follow.
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05
Report, review and plan
Each month we report on spend and outcomes, explain what changed, and agree the next priorities, whether that is testing Microsoft Advertising, improving a landing page or rebalancing budget between campaigns.
05 Who it is for
Where PPC management tends to make a difference
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Scenario 01
An account that has been left to run
You set up Google Ads some time ago and it has been running untouched. Money is still going out, but nobody is checking search terms or tracking, and enquiries feel inconsistent. A structured review is usually the quickest way to find where budget is leaking.
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Scenario 02
Seasonal demand on the coast
Hospitality, attractions and leisure businesses around Blackpool see demand rise and fall with the seasons and big events. Management here means pacing budgets around busy periods and pulling back when searches drop, instead of spending evenly all year.
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Scenario 03
Running Google and Microsoft side by side
You advertise on Google but have never tried Microsoft Advertising, or you imported campaigns once and forgot about them. We manage both platforms with their own budgets and reviews, so each is judged on its own results.
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Scenario 04
Moving on from an in-house set-up
Someone in your team has been managing ads alongside their day job, and it has become hard to keep up. We take over the routine work and keep them informed, so knowledge of the account stays inside the business.
FAQ
PPC Management questions, answered
Still have a question? Call +44 20 8686 4577 or send us a message.
PPC management is the ongoing, cross-platform work of running paid search well: structure, keywords, negatives, bidding, budgets and reporting across Google Ads and Microsoft Advertising. Our Google Ads service focuses specifically on Google's campaign types, such as Performance Max, Shopping and Local Services Ads. In practice there is overlap, and many accounts need elements of both. We will recommend whichever fits your situation after an initial conversation.
There is no universal figure. It depends on how competitive your search terms are, what a customer is worth to you and how many enquiries you can realistically handle. We usually suggest a test budget large enough to gather meaningful conversion data within a few weeks, then adjust based on cost per enquiry. Ad spend is paid directly to Google or Microsoft from your own account.
No, and we would be wary of anyone who does. Results depend on competition, your offer, pricing, landing pages and how enquiries are handled once they arrive. What we can commit to is careful management, transparent reporting and a clear explanation of what is working, what is not and what we plan to change next.
It can be. Microsoft Advertising reaches people searching on Bing and across Microsoft's partner network, and competition for some terms can be lower than on Google. Audiences and volumes differ, so it is best treated as a test with its own budget and tracking. If it produces enquiries at an acceptable cost, we keep it running; if not, the budget goes back where it works harder.
Yes. We work inside accounts owned by your business, or set new ones up in your name, and request access through each platform's standard user permissions. That means your campaign history, conversion data and billing stay with you, whether you work with us for a long time or decide to move on.
Paid search gives fast feedback on which phrases lead to enquiries, which can guide keyword priorities for SEO. Organic rankings take longer to build but do not charge per click. Running both lets you cover important searches while SEO develops, then review where paid spend is still adding value. Landing page improvements made for one channel usually benefit the other too.
Keep exploring
Services that work well alongside PPC Management
Free SEO audit
Want a second opinion on your ad account?
Tell us how your paid search is set up and roughly what you spend. We will look for wasted budget, tracking gaps and quick wins, and explain them plainly.
- Speak to an SEO expert+44 20 8686 4577
- Emailhello@telsamedia.com
Request your free SEO audit
Three quick details and we will take it from there.
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A member of the team will read your enquiry and reply personally as soon as possible. If it is urgent, call us on +44 20 8686 4577.