PPC services · Google Ads · Microsoft Advertising
PPC Services by Digital Magma: Google Ads and Paid Search That Pay Back
Digital Magma’s PPC services plan, build and manage Google Ads and Microsoft Advertising campaigns for businesses worldwide. Conversion tracking gets fixed before a rupee, dollar or pound is spent, so every click can be judged by the leads and sales it brings.
- Rated 5.0 on Google (90+ reviews)
- Free PPC audit in one working day
- Ad spend billed to your own account
- Clients in 6 countries
PPC audit, free in one working day
Digital Magma checks your ad account, search terms, conversion tracking and landing pages, then sends the three changes most likely to cut wasted spend.
✓ Reply within 1 working day✓ Read-only access is enough✓ We never share your data
- 10+ yearsof digital marketing experience
- 100+ projectsdelivered across 10+ industries
- 6 countriesIndia, USA, UK, UAE, Canada, Australia
- 5.0★ Googlerated in 90+ Google reviews
- CertifiedGoogle Ads and GA4 (founder)
What are PPC services?
PPC services are the planning, set-up and daily management of pay-per-click ads, mainly on Google Ads and Microsoft Advertising, where you pay only when someone clicks. Digital Magma’s PPC services cover keyword research, campaign builds, ad copy, conversion tracking, bidding, negative keywords, landing pages and monthly reporting, so every click can be traced to a lead or a sale.
How it works
PPC advertising services explained: the auction behind every click
PPC advertising runs on an auction that happens every time someone searches. Google does not simply sell the top spot to the highest bidder. According to Google Ads Help (“About Ad Rank”), your position depends on your bid, the quality of your ad and landing page, Ad Rank thresholds, how competitive the auction is, the context of the search (location, device, time) and the expected effect of your assets, such as sitelinks or a phone number.
That is why a well-built account can pay less per click than a rival and still sit above it. Quality Score, the 1–10 diagnostic inside Google Ads, splits quality into expected click-through rate, ad relevance and landing page experience. We read it as a symptom, never a target.
One point confuses a lot of buyers. PPC is a pricing model, and Google Ads is one platform that uses it. Microsoft Advertising, Amazon Ads and several social networks also charge per click. This page covers search-intent advertising: Google Search, Shopping, Performance Max, AI Max, Microsoft Advertising, Local Services Ads and call ads. Paid social, display and video media plans sit with our online advertising services, and Amazon Sponsored ads with our Amazon marketing team.
Self-check
PPC services: signs you need expert help (and when you don’t)
PPC services pay for themselves when an account leaks money in ways the owner cannot see. If three or more of these sound familiar, an audit will almost certainly find savings.
Cost per lead keeps rising
Three months in a row of higher cost per lead, with no change in the market, usually points to loose match types or a broken bid target.
The search terms report looks wrong
Jobs, “free”, DIY and competitor searches eating the budget. It is one of the most common leaks in paid search.
Conversions don’t add up
A form fill counted twice, a thank-you page counted on every reload, or no calls counted at all.
Performance Max takes your brand traffic
The campaign looks brilliant because it is claiming people who were already searching for your name.
Nobody knows which campaign sold
Sales happen offline or in a CRM, and the ad account never hears about them.
The budget is gone by lunchtime
“Limited by budget” every day means you are paying for the cheapest hours and missing the best ones.
Visitors land and leave
All ads point at the homepage, the page is slow on mobile, or the form asks for eleven fields.
You are entering a new country
New currency, new spelling, new privacy law and new competitors. A copy of the home account rarely works.
When PPC is the wrong tool (honest answer)
We will tell you to wait if the product has no proven demand, if margins are so thin that a realistic cost per click can never pay back, if nobody can answer the phone or reply to leads within a day, or if the website cannot take an order or an enquiry. Fix those first. If your real problem is organic visibility, start with a free SEO audit instead. When the account itself is the problem, go to tracking, strategy or cost, or simply ask for the audit.
Scope
PPC services: every campaign type Digital Magma manages
Digital Magma’s PPC services cover every search-intent format on Google Ads and Microsoft Advertising, plus the tracking and landing pages that make them work. Most accounts need four or five of these, never all of them at once.
Google Search
Ads for people already searching for what you sell.
- Responsive search adsUp to 15 headlines and 4 descriptions, tested by theme
- Brand campaignsProtect your own name from competitors bidding on it
- Competitor termsRun carefully, within Google’s trademark policy
- AI Max for SearchSearch term matching and text customisation, with controls switched on
- Dynamic Search Ads migrationMoving DSA set-ups to AI Max before Google’s upgrade
- AssetsSitelinks, callouts, structured snippets, images, business name and logo
Ecommerce
Products in front of buyers with a card in hand.
- Shopping adsStandard Shopping for tight control over top products
- Performance Max with a feedAsset groups by category and margin
- Merchant Center diagnosticsDisapprovals, price mismatches and missing attributes fixed
- Product feed optimisationTitles, product types and custom labels for margin
- PromotionsSale prices and offers shown on eligible ads
Local and lead generation
Calls, forms and bookings for service businesses.
- Local Services AdsPay-per-lead ads, in the countries and trades where Google offers them
- Call ads and call assetsTap-to-call on mobile, with calls counted as conversions
- Location assetsAddress and distance from your Business Profile
- Lead form assetsA form inside the ad for quick enquiries
- Offline conversion importQualified leads and sales sent back from your CRM
Microsoft Advertising
Bing, Yahoo and Microsoft partner traffic.
- Search campaignsImported from Google Ads, then tuned on their own data
- Shopping and Performance MaxUsing the same product feed
- LinkedIn profile targetingBid up by company, industry or job function on search ads
- Bing Ads auditsImport settings, bids and negatives checked against Google
Retargeting and audiences
Bid smarter on people who already know you.
- RLSARemarketing lists for search ads, with higher bids for past visitors
- Customer MatchYour hashed customer list used for targeting or exclusion
- Audience signalsGuidance for Performance Max, built from your own data
YouTube and Demand Gen
Search-adjacent video, used to support search.
- Demand GenRemarketing across YouTube, Discover and Gmail
- YouTube ads for search liftShort video that raises branded searches
- Full video plansHandled by online advertising
Tracking and landing pages
The part that decides whether bidding works.
- GA4 and Google Tag ManagerKey events, clean tags and a tracking plan
- Enhanced conversionsHashed first-party data for better matching
- Consent Mode v2Consent signals for European traffic
- Landing pagesBuilt or fixed with our website design team
- A/B testsHeadline, offer and form tests on the page
Handled by sister services
Paid media that belongs on other pages.
- Paid social (Meta, LinkedIn)Facebook, Instagram and LinkedIn campaigns
- Amazon Sponsored adsSponsored Products, Brands and Display
Not sure which campaigns you need?
Tell us what you sell and your monthly budget. We will suggest the smallest set of campaigns that can hit your target.
Process
PPC management process: how Digital Magma runs your account in 6 steps
PPC management at Digital Magma follows six steps in the same order for every account, from a US welding shop to an Indian online store. Tracking always comes before spend.
Audit and goals
We read the account, the search terms, the tracking and your margins, then agree a target CPA or ROAS worked out from profit (formula below).
Tracking set-up
GA4 key events, Google Ads conversions, enhanced conversions, Consent Mode v2, call tracking and CRM import, tested before launch.
Campaign build
Structure by intent and margin, shared negative keyword lists, and a full set of ads and assets.
Landing pages
Message match, mobile speed and short forms. We fix the page you have or build one with our web team.
Launch and learn
Smart Bidding learning period, daily search-term checks and budget pacing for the first weeks.
Optimise and report
Weekly tests, a monthly report with a 30-minute call, and a written plan every quarter.
Every month
PPC management deliverables: what you get every month, and the tools we use
PPC management from Digital Magma produces a visible log of work every month, so you can see what your fee paid for. The list below is the minimum. Bigger accounts get more tests and more frequent reviews.
- Weekly: search terms report review and new negative keywords
- Bids and budgets: bid strategy targets checked against margin, budgets moved to winners
- Testing: at least two new ad or asset tests running
- Ecommerce: feed and Merchant Center health check
- Tracking: a monthly check that every conversion still fires once, and only once
- Landing page: one written recommendation, with the reason behind it
- Report and call: spend, conversions, CPA or ROAS against target, and next month’s plan
Delivered in the first month
A written audit, a map of the new account structure, a tracking plan listing every conversion and its value, and a 90-day plan with the tests we intend to run.
What you own: the Google Ads and Microsoft Advertising accounts, all data and history, every ad and asset, and the landing pages. If we part ways, nothing has to be handed back.
Platforms
PPC platforms: Google Ads, Microsoft Ads and where else pay-per-click runs
PPC platforms differ in who uses them and how they charge. Digital Magma starts nearly every account on Google Search, because that is where most purchase-ready searches happen, then adds the others where the numbers support it.
| Platform | Best for | How you pay | At Digital Magma |
|---|---|---|---|
| Google Ads | Every kind of intent: search, shopping, local, video | Mostly per click, some per view or per lead | Core of our PPC services |
| Microsoft Advertising | Searchers on Bing, Yahoo and partner sites that Google Ads does not reach | Per click | Managed here, usually added in month two or three |
| Local Services Ads | Trades and local professionals | Per lead | Managed here, where available |
| Amazon Ads | Shoppers already on the marketplace | Per click | Amazon marketing |
| Meta and LinkedIn | Demand creation, B2B targeting by job title | Per click or per 1,000 impressions | Online advertising |
| ChatGPT Ads | People researching and comparing inside ChatGPT | CPM or CPC bidding, plus conversion optimisation | Advice on fit only, the platform is months old |
Why Microsoft Advertising comes second: Google Ads campaigns can be imported into Microsoft Advertising in a few clicks, so the second platform costs little extra set-up. We then cut what does not work there, because Bing audiences often behave differently. We do not quote market-share figures here, since they vary widely by country and device.
Search partners: keep or switch off?
Google’s Search Network setting includes partner sites by default. For lead generation we usually switch it off at launch, then test it in a separate campaign once conversions are stable. Partner traffic can be fine for some ecommerce accounts. It is rarely fine on day one.
The expert part
PPC strategy: how Digital Magma structures accounts, bids and cuts waste
PPC strategy at Digital Magma starts from your profit, not from a keyword list. The bid target comes from the margin, the structure comes from intent, and the negative keywords come from reading real search terms every week.
1. Set the target from your margin
The break-even ROAS for an online store is 1 divided by the gross margin. At a 40% margin, break-even ROAS is 2.5, so every $1 of ad spend must bring $2.50 in revenue just to cover the product and the click. At 25% margin you need 4.0. A target ROAS below break-even loses money on every sale, however good the dashboard looks.
For lead generation, the break-even cost per lead is the gross profit per sale multiplied by your lead-to-sale rate.
Worked example (illustrative numbers)
It is common to find a target CPA that nobody ever checked against these numbers. Set too high, it burns money. Set too low, Smart Bidding cannot win auctions, and the owner decides “Google Ads doesn’t work”. The same logic gives POAS (profit on ad spend) if your feed carries cost data.
2. Match types with Smart Bidding
Broad match works in 2026 when two things are true: the account has reliable conversion data and it runs a value-based or conversion-based bid strategy (Maximize Conversions, target CPA or target ROAS). Without both, broad match spends on loosely related searches. For new or thin accounts we start with phrase match and exact match, then open up once there are enough conversions to learn from. Brand terms get excluded from non-brand campaigns so the numbers stay honest.
3. Keep AI Max and Performance Max on a leash
Automation is useful, and it needs fences. We apply brand exclusions, URL exclusions, account-level negative keywords and search themes, and we read channel and search-term reporting every week. A clean Search campaign for your most profitable terms runs alongside Performance Max, so you always have a controlled baseline to compare against.
Search-term hygiene
Shared negative keyword lists for jobs, careers, free, DIY, courses, second-hand and any competitor names you do not want. Reviewed weekly, because new junk queries appear every week.
Lead quality over lead volume
Offline conversion import sends qualified leads and closed sales from your CRM back to Google Ads. Bidding then chases revenue, and cheap junk leads stop looking like wins.
Message match on the landing page
One intent per page. If the ad says “same-day boiler repair”, the page headline says it too. Speed and the number of form fields change cost per lead more than most bid tweaks. Keyword data is shared with our SEO services team.
Measurement
PPC conversion tracking: GA4, enhanced conversions and Consent Mode v2
PPC conversion tracking decides whether automated bidding helps you or quietly wastes money. Smart Bidding learns from whatever you count, so Digital Magma sets tracking up and tests it before any campaign spends.
The tracking checklist
- Primary vs secondary: only real business outcomes (purchase, qualified lead, booked call) are primary conversions
- No double counting: one count per lead, with transaction IDs on purchases
- Enhanced conversions: for web and for leads, set up through Google Tag Manager
- Calls: calls from ads and calls from the website counted, with a minimum call length
- Offline import: CRM stages (qualified, won) uploaded back to Google Ads
- GA4 linked: key events imported, audiences shared, auto-tagging on
Enhanced conversions, as Google Ads Help describes them, send hashed first-party data (such as an email address from your form) to Google using SHA256, so conversions can be matched to signed-in Google users without the data leaving your site in plain text. There are two versions: enhanced conversions for web, and enhanced conversions for leads, which pairs form data with sales you import later.
Consent Mode v2, as of September 2026
Consent mode tells Google tags whether a visitor accepted cookies. Google’s help page “Updates to consent mode for traffic in the EEA” says advertisers must follow the EU user consent policy to use ad personalisation and measurement for users in the European Economic Area. Version 2 added two signals, ad_user_data and ad_personalization. Google documents separate default behaviour for the EEA, Switzerland and the UK.
There are two ways to run it. Basic mode blocks Google tags until the visitor chooses, so nothing is sent without consent. Advanced mode loads tags with consent set to denied and sends cookieless pings, which gives more detailed conversion modelling. We help you pick a consent banner (CMP) that supports it.
Privacy rules by market
GDPR in the EU, UK GDPR in Britain, CCPA/CPRA in California, the Digital Personal Data Protection Act 2023 in India and the PDPL in the UAE all shape what you may track and store. We set tracking up to respect them. For legal sign-off, talk to your own lawyer.
Signs your PPC tracking is broken
- A lead-form conversion rate above 30%
- GA4 and Google Ads disagree by two times or more
- Conversions drop to zero right after a website change
- Page views or button clicks counted as primary conversions
- Phone-led business with no call conversions at all
- European traffic but no consent banner connected to tags
If you want your wider GA4 and Search Console set-up checked too, our SEO team handles that side, or get in touch directly.
Case studies
PPC services case studies: three Google Ads projects by Digital Magma
Digital Magma keeps client names private, and on this page it shows the scope of each PPC project only. We publish a number only when we can show the screenshot behind it.
A gemstone and astrology brand
Full-funnel search and ads
- Brief
- Sell high-trust products online, where buyers read and compare before they buy.
- What we ran
- Google Ads across Search, Display and Shopping, alongside SEO for product and consultation pages and a content strategy.
- Why it matters
- Paid and organic worked on the same keyword set, so ad data guided content and content supported the ads.
A visa services company and a coworking space
Google Ads for enquiries
- Brief
- Turn high-intent searches into enquiries a sales team could follow up.
- What we ran
- Google Ads lead-generation campaigns built around service and location searches.
- Why it matters
- Both are sectors where one good lead is worth far more than the click, so lead quality mattered more than volume.
A US welding business
Local search and paid search together
- Brief
- Win local calls in a US town, managed remotely from Noida.
- What we ran
- Google Business Profile set-up, a review process, local SEO and Google Ads for high-intent searches.
- Why it matters
- Maps, organic results and ads covered the same searches, so the business showed up in all three places.
Numbers are shown only where we can verify them. For measured SEO results (organic sessions from about 800 to 50,000+ a month for an app company), see our case studies and our local SEO work.
Want a second opinion on your ad account?
Give us read-only access. We will show you where the money goes and what we would change first.
Industries
PPC for industries: where Digital Magma’s Google Ads experience sits
PPC works differently in every sector, because ad policies, sales cycles and seasons differ. Digital Magma has run Google Ads for D2C ecommerce, visa services, coworking and local trades, and plans each new sector around its own rules.
Healthcare
Google restricts many healthcare ads, and some need certification first. Google also does not show ads inside AI Overviews for healthcare, so classic search placements carry the load.
SaaS and B2B software
Demo and trial sign-ups, long sales cycles, and offline import of qualified pipeline so bidding learns what a good lead looks like.
Ecommerce
Shopping and Performance Max driven by the product feed, with custom labels for margin and bestsellers.
Real estate
Google limits targeting options for housing ads in some countries, including the US and Canada. Lead forms and call ads do most of the work.
Education
Budgets built around intake dates and exam seasons, with separate campaigns for each course and country.
Local business
Call ads, location assets and Local Services Ads where available. The phone is the conversion, so call tracking comes first.
Other sectors we can run PPC for
- Dentists and clinics
- Law firms
- Home services
- Travel agencies
- Manufacturers and exporters
- Furniture and mattresses
- Fashion and apparel
- Coaching and edtech
- Automobile dealers
Worldwide
PPC services worldwide: how Digital Magma runs campaigns across countries
Digital Magma runs PPC services remotely from Sector 137, Noida, for clients in India, the USA, the UK, the UAE, Canada and Australia. There are no overseas offices. Work happens in your own ad account, on video calls and in shared reports.
Running ads for a business in Noida or Delhi NCR? See our PPC company in Noida page for local targeting, Hindi ad copy and WhatsApp lead tracking.
Working hours and overlap
We work Monday to Saturday, 9 am to 9 pm IST. That covers the whole UAE working day, UK mornings and early afternoons, the US and Canadian East Coast morning (our evening), and Australian afternoons (our morning). Launches and big changes are scheduled for your business hours, not ours.
What changes from country to country
- One campaign set per market: separate budgets, bids and reporting for each country
- Currency and billing: set in your own account, paid by your card to Google or Microsoft
- Language: US, UK, Canadian and Australian English, plus other-language campaigns where you supply or approve the translated copy
- Seasons: local holidays and sales, from Diwali to Black Friday to Ramadan
- Privacy: consent and data rules per market, as in the tracking section
- AI placements: ads inside AI Overviews are live in some of these countries and not others
Search marketing in your country
What changed
PPC in 2026: ads in AI Overviews, AI Mode and ChatGPT
PPC in 2026 means ads that appear inside AI answers as well as beside them. Every fact below was checked against Google’s and OpenAI’s own pages in September 2026, and each one changes how Digital Magma builds accounts.
Ads in Google AI Overviews
Google Ads Help (“About ads and AI Overviews”) says text and Shopping ads from existing Search, Shopping and Performance Max campaigns are eligible to show inside AI Overviews. There is no separate campaign and no opt-out, and you cannot target the placement directly. The ad has to match both the search and the content of the AI Overview.
As of September 2026, ads inside AI Overviews run in English in 12 countries, including the US, India, Canada and Australia. The UK and the UAE are not on that list, although ads above and below AI Overviews show in far more markets. Google does not show ads inside AI Overviews for sensitive categories such as healthcare, finance, alcohol and gambling.
AI Max for Search and the end of Dynamic Search Ads
Google’s Ads & Commerce blog (published 15 April 2026, updated 11 June 2026) says AI Max is out of beta and that Dynamic Search Ads are being upgraded to AI Max. Campaigns using automatically created assets and campaign-level broad match are auto-upgraded from September 2026, and the DSA auto-upgrade has moved to February 2027. Google claims AI Max campaigns see an average of 7% more conversions or conversion value at a similar CPA or ROAS. That is Google’s own figure, and we test it on each account before trusting it.
New formats announced for AI Mode
At Google Marketing Live on 20 May 2026, Google announced Conversational Discovery ads and Highlighted Answers for AI Mode, both in testing. It also announced AI-powered Shopping ads and a Gemini-built Business Agent for leads, both described as coming soon, plus wider pilots of Direct Offers. None of these is generally available yet, so we treat them as things to watch, not things to sell.
ChatGPT Ads
OpenAI began testing ads in ChatGPT with a US pilot in February 2026 and expanded to 31 European markets in August 2026, with self-service buying through its Ads Manager in those markets from 31 August. OpenAI says ads show only to Free and Go users, are labelled, and do not influence ChatGPT’s answers. Bidding supports CPM, CPC and conversion optimisation.
| Date | Change | What Digital Magma does about it |
|---|---|---|
| Feb 2026 | OpenAI starts a US pilot of ChatGPT Ads | Watch results, advise clients who sell in pilot markets |
| 15 Apr 2026 | AI Max out of beta, DSA upgrade to AI Max announced | Migrate DSA set-ups ourselves, with controls on |
| 20 May 2026 | AI Mode ad formats announced, in testing | Keep feeds and assets complete so accounts are ready |
| Aug 2026 | ChatGPT Ads reach 31 European markets, self-serve from 31 Aug | Assess fit for European clients case by case |
| Sep 2026 | Auto-upgrade to AI Max for ACA and campaign-level broad match | Review every affected campaign before it switches |
| Feb 2027 | Dynamic Search Ads auto-upgrade begins | Finish migration well before the deadline |
What this means for your account: fewer exact keyword controls, more reliance on clean conversion data, complete assets and a healthy product feed. Paid and organic AI visibility now work together, so we connect PPC with our AI SEO, AI Overviews optimisation and ChatGPT SEO work. Sources: Google Ads Help, blog.google (Ads & Commerce) and openai.com, checked September 2026.
Pricing
PPC services cost: what you pay for ad spend and management
PPC services cost two separate things: the ad spend you pay Google or Microsoft directly, and a management fee. Digital Magma quotes the fee for each account after a free audit, because two accounts with the same budget can need very different amounts of work.
| Fee model | How it works | Good for | Watch out for |
|---|---|---|---|
| Percentage of ad spend | Fee rises and falls with your budget | Larger accounts with changing budgets | An incentive to spend more, not better |
| Flat monthly fee | Fixed fee for an agreed scope | Steady budgets, predictable costs | Scope must be written down clearly |
| Hybrid | Base fee plus a smaller percentage above a spend level | Accounts that plan to scale | Know where the thresholds sit |
| Performance-based | Fee tied to leads or revenue | Clean tracking and short sales cycles | Disputes over what counts as a lead |
| One-off audit | Fixed project with a written report | In-house teams wanting a second opinion | You still have to do the fixing |
PPC management
Google Ads and Microsoft Advertising, managed month to month.
Custom quote
- Free PPC audit first
- Written scope and fee
- Ad spend billed to your own account
- Monthly report and call
What moves the quote
- Number of campaigns and platforms
- How competitive your category is
- State of tracking when we start
- Countries and languages
- Product feed size for Shopping
- Creative needed for PMax and YouTube
- Landing pages to build or fix
How to size your ad budget
Multiply your target CPA by the number of conversions a campaign needs to learn. Our own rule of thumb is about 30 conversions a month per bid strategy.
Example: a US$60 target CPA × 30 = about US$1,800 a month for one campaign to learn properly. Less can still work, but learning is slower and results swing more.
Running SEO alongside ads? Digital Magma’s published SEO prices are local SEO at ₹14,999 a month and local plus national SEO at ₹29,999 a month, plus GST. See SEO packages.
Compare
PPC agency vs freelancer vs in-house: which fits your business?
A PPC agency makes most sense when you need tracking, landing pages and several campaign types handled together. In-house wins with a large, steady budget, and a freelancer can be enough for one simple campaign.
| Factor | Agency (Digital Magma) | Freelancer | In-house |
|---|---|---|---|
| Cost structure | One fee, custom quote | Usually the lowest fee | Salary, tools, training |
| Skills covered | Search, Shopping, tracking, feeds, landing pages | Often one or two | Depends on the hire |
| Holiday and sick cover | Yes | Rarely | Gap until someone steps in |
| Speed to start | About a week after the audit | Days | Months of hiring |
| Tools | Semrush, Ahrefs and more, included | Sometimes | You pay for each |
| Knowledge of your business | Builds over months | Varies | Deepest |
| Best fit | Several campaign types, tracking work, more than one country | A single, simple campaign | Big, steady budgets |
DIY is a fair choice for very small budgets, if you will learn the search terms report and conversion set-up. Want dedicated people instead? See how to hire digital marketing experts.
Channels
PPC vs SEO: which should you fund first?
PPC buys visibility today and stops when you stop paying, while SEO earns it over months and keeps working. Digital Magma runs both, and for most businesses the answer is “both, in a sensible order”.
| Factor | PPC | SEO |
|---|---|---|
| Speed | Clicks within days of launch | Usually months before steady leads |
| When you stop | Traffic stops the same day | Rankings fade slowly |
| Trust | Labelled “Sponsored” | Earned, often trusted more |
| AI answers | Ads in AI Overviews where available | Citations in AI Overviews, ChatGPT, Perplexity |
| Testing | New offer tested in a week | Slow to test |
| Long-run cost | Pay for every click, forever | Cost per lead tends to fall over time |
PPC feeds SEO
The search terms report shows which queries actually convert. Those become SEO priorities, and you stop guessing from keyword tools.
SEO feeds PPC
Better, faster pages lift landing page experience, which improves Ad Rank. Covering the same money terms in ads and organic results takes up more of the page.
Our rule of thumb
New site: PPC first for data and early sales, SEO from month one. Established site: SEO carries the base, PPC fills gaps. Local business: Business Profile and call ads together. This is our opinion, not a law.
See our SEO services, or the digital marketing hub for every channel together.
Buyer’s guide
PPC company checklist: how to choose the right PPC agency
The right PPC company gives you ownership of the account, fixes tracking before it spends, and reports leads and sales. Use this checklist on anyone you talk to, Digital Magma included.
Green flags
- The ad account is in your name, with admin access for you
- A tracking audit happens before launch
- You know the name of the person working on it
- They show you search terms reports without being asked
- They test landing pages, as well as ads
- Fees and scope are in writing
Red flags
- “Guaranteed #1 ad position” or a guaranteed ROAS
- Account created under the agency’s manager account with no admin access for you
- Reports full of clicks and CTR, with no leads or sales
- Long lock-ins before any results
- A hidden markup on your ad spend
- Badges or awards you cannot verify
8 questions to ask any PPC agency
- What will you change in the first 30 days, and why?
- How do you set my target CPA or ROAS?
- Which conversions will be primary, and how do you stop double counting?
- How often do you review search terms?
- How will you keep Performance Max off my brand searches?
- Who exactly works on my account?
- Is your fee separate from my ad spend, with no markup?
- What happens to the account and data if we stop?
Switching agencies? Ask for admin access and the full change history first. Do not delete old campaigns, because their history helps the new set-up. Pause them instead. Read more about Digital Magma.
What to expect
PPC results timeline: what to expect in the first 30, 60 and 90 days
PPC results show up in weeks, and they settle over about three months. Here is how the first 90 days usually run at Digital Magma.
Audit, tracking, build
Audit call, tracking fixed and tested, campaigns built, and the first ads live.
Learning
Smart Bidding learns. Daily negative keywords. No big judgements yet, and no switching campaigns on and off.
Stable band
Cost per lead settles into a range. First landing page test. Budget moves to the campaigns that convert.
Scale
Wider match types where data allows, a Microsoft Advertising import, or a new country. Quarterly review.
No agency can promise a CPA before seeing your data. Digital Magma gives you a realistic range after the audit and explains the reasoning behind it.
Measurement
PPC KPIs and benchmarks: what to measure and what good looks like
PPC KPIs that matter are the ones linked to money: cost per qualified lead, ROAS, and profit. Digital Magma reports those first and uses public benchmarks only as a rough sense check.
KPI glossary
| Search ads average | LocaliQ 2026 | WordStream 2025 |
|---|---|---|
| Cost per click | $5.42 | $5.26 |
| Click-through rate | 6.64% | 6.66% |
| Conversion rate | 8.18% | 7.52% |
| Cost per lead | $66.69 | $70.11 |
Sources: LocaliQ, “2026 Search Advertising Benchmarks” (published 1 June 2026, thousands of customer campaigns on Google Ads and Microsoft Ads across 20+ industries). WordStream, “Google Ads Benchmarks 2025” (16,000+ campaigns, April 2024 to March 2025). All-industry averages.
Read these numbers with care. Both datasets lean towards US advertisers, so CPCs in India or the UAE can be very different, and a law firm and a gift shop sit far apart. Your own history beats any average. Benchmarks are good for spotting outliers, such as a very low click-through rate on non-brand search.
What is in the Digital Magma monthly PPC report
Spend, conversions and CPA or ROAS against target, lost impression share split by budget and rank, the top converting and wasted search terms, tests run and what they showed, and next month’s plan. Reports connect to the same Looker Studio view we use for SEO reporting, so paid and organic sit side by side.
Avoid these
PPC mistakes: 10 costly errors and myths Digital Magma fixes most
PPC mistakes are rarely dramatic. They are small settings and habits that drain budget every day, and these ten are the ones Digital Magma corrects most often.
1. Every ad goes to the homepage
The searcher asked a specific question and got a general page. Send each ad group to the page that answers it. Our web team builds them if needed.
2. Page views counted as conversions
Smart Bidding then optimises for people who look, not people who buy.
3. Broad match with no guard rails
Broad match without Smart Bidding, conversions or negative keywords is the fastest way to empty a budget.
4. PMax quietly takes brand traffic
Without brand exclusions, results look better than they are.
5. Switching campaigns off and on
Every big change restarts learning. Change targets in small steps.
6. Judging after three days
Wait for a full conversion cycle before deciding.
7. Default network settings
Search partners and Display left on in Search campaigns without a test.
8. No call tracking for a phone business
Half the leads are invisible, so the account under-bids on what works.
9. One campaign for every country
One budget and one bid for very different markets hides which country pays.
10. Two myths
“A higher bid always wins the top spot” is false, because Ad Rank counts quality. “PPC hurts SEO” is also false, since ads do not change organic rankings.
People
PPC services reviews and the expert behind your campaigns
PPC services at Digital Magma are led by the founder, so the person who audits your account is the person who plans it. Clients rate the agency 5.0 on Google from 90+ reviews.
Ankit Sachan
Founder & Head of SEO, Digital Magma
Ankit has worked in digital marketing since 2016 and founded Digital Magma in 2020. He led SEO at a mobile app development company for five years, growing organic traffic from about 800 to over 50,000 sessions a month across six countries, and has run Google Ads for ecommerce, lead-generation and local service clients.
He holds Google Ads and Google Analytics (GA4) certifications. Read Ankit’s full profile.
Waste hides in search terms
The keyword list looks fine in most accounts. The damage shows up in the queries those keywords match.
Bidding is only as smart as tracking
Give Smart Bidding the wrong conversion and it will get very good at the wrong thing.
The landing page sets the cost per lead
A faster page with a shorter form often does more than a month of bid changes.
Ads tell SEO what to chase
Paid search is the quickest keyword research there is, because it shows what people buy after they search.
“Digital Magma managed our Google Ads campaigns, and we saw a clear improvement in lead quality and cost efficiency.”
“Their PPC management service worked well for our business. Ads were optimized properly and we noticed better conversion quality.”
“They handled our Google Ads and SEO campaigns efficiently. Reporting is transparent and performance has improved consistently over time.”
“We hired Digital Magma for SEO and PPC services for our business in Noida. Within a few months, our traffic and lead quality improved noticeably.”
FAQs
PPC services: frequently asked questions
What are PPC services?
PPC services are the set-up and ongoing management of pay-per-click ads, mostly on Google Ads and Microsoft Advertising. Digital Magma’s PPC services include keyword research, campaign builds, ad copy, conversion tracking, bidding, negative keywords, landing page advice and monthly reports, all judged by leads and sales rather than clicks.
How much do PPC services cost?
PPC services cost two things: ad spend, which you pay Google or Microsoft directly, and a management fee. Digital Magma quotes the fee per account after a free audit, because the work depends on campaign count, competition, tracking, countries and creative. Common fee models are a percentage of spend, a flat fee or a hybrid.
What is included in Digital Magma’s PPC management?
Digital Magma’s PPC management includes an audit, tracking set-up (GA4, enhanced conversions, Consent Mode v2, call tracking), campaign builds, weekly search-term reviews and negatives, bid and budget management, ad and asset tests, feed checks for Shopping, landing page recommendations, and a monthly report with a 30-minute call.
How long does PPC take to show results?
Clicks and first leads usually arrive within days of launch. Smart Bidding then needs a learning period, so cost per lead tends to settle between days 30 and 60, and scaling starts around day 60 to 90. Judging a campaign after three days almost always leads to the wrong decision.
Who owns the Google Ads account?
You do. Digital Magma works inside Google Ads and Microsoft Advertising accounts in your name, billed to your card, with admin access for you. All data, history, ads and landing pages stay yours if you stop working with us.
What does a free PPC audit include?
The free PPC audit covers account structure, search terms and wasted spend, conversion tracking accuracy, bid strategy targets against your margin, Performance Max brand leakage, and landing page speed and message match. Digital Magma sends the three changes most likely to save money, usually within one working day of getting read-only access.
PPC vs SEO: which is better for my business?
Neither wins everywhere. PPC brings clicks within days and stops when spending stops. SEO takes months and keeps working. New sites often start with PPC for early sales and data while SEO builds, and established sites lean on SEO with PPC filling gaps. Digital Magma runs both and shares keyword data between them.
Should I hire a PPC agency or run Google Ads myself?
Running Google Ads yourself can work for a very small budget if you will learn tracking and search-term reviews. A PPC agency pays off once you need tracking fixes, several campaign types, feeds, landing pages or more than one country, because mistakes at that size cost more than the fee.
Is PPC worth it for a small business?
PPC is worth it for a small business when margins can cover a realistic cost per lead and someone answers leads fast. Start with one tightly run Search campaign on high-intent terms, call tracking and a matching landing page. Work out your break-even cost per lead first, as shown in the strategy section.
Do you manage Microsoft Ads (Bing) as well as Google Ads?
Digital Magma manages Microsoft Advertising alongside Google Ads. We usually import proven Google campaigns in month two or three, then tune them separately, since Bing audiences behave differently. Microsoft Advertising also offers LinkedIn profile targeting on search ads, which helps B2B accounts.
What is Performance Max, and should I use it?
Performance Max is a Google Ads campaign that serves across Search, Shopping, YouTube, Display, Discover, Gmail and Maps from one budget. It suits ecommerce with a good feed and accounts with reliable conversion data. Use brand exclusions and keep a separate Search campaign for your best terms, so you can compare.
Can my ads appear in Google AI Overviews, AI Mode or ChatGPT?
Search, Shopping and Performance Max ads can appear inside AI Overviews in 12 English-language countries, including the US and India, as of September 2026. AI Mode ad formats are still in testing. ChatGPT Ads run in the US and 31 European markets, with self-serve buying in Europe since 31 August 2026.
Can you guarantee a cost per lead or ROAS?
No honest PPC agency can guarantee a cost per lead or ROAS before seeing your data, because auctions, competitors and conversion rates vary. Digital Magma gives a realistic range after the audit, explains the maths behind it, and reports against it every month.
Do you run PPC campaigns for businesses outside India?
Digital Magma runs PPC campaigns for clients in the USA, UK, UAE, Canada and Australia as well as India, remotely from Noida. Each country gets its own campaigns, currency, spelling, seasonal calendar and consent set-up, and we work 9 am to 9 pm IST, which overlaps with business hours in all six countries.
What is a good cost per click?
A good cost per click is one your margin can pay back. For reference, LocaliQ’s 2026 benchmarks put the average search CPC at $5.42 across US-heavy data, but CPCs vary hugely by industry and country. Work backwards from break-even cost per lead and conversion rate instead of chasing a cheap click.
Let’s talk
PPC services: get your free audit from Digital Magma
Digital Magma will look through your ad account, tracking and landing pages before the first call. Tell us your target and budget, and we will show you where the money is leaking and what to fix first.
What happens after you enquire
- Within one working day: we reply and ask for read-only access
- Audit: search terms, tracking, bids and landing pages checked
- Audit call: findings, a realistic CPA or ROAS range, and a written quote
- Call: +91 79823 19697
- Email: contact@digitalmagma.com
- WhatsApp: Chat with us
- Mon–Sat, 9 am–9 pm IST · Sector 137, Noida 201305 · Contact page
Get my free PPC audit
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