Digital Advertising & PPC Services

Most Ad Accounts Waste Money in Ways Nobody Checks

Broad match keywords burning budget on irrelevant searches. Conversion tracking that fires on page loads instead of purchases. Audiences overlapping so you bid against yourself. One ad per group, never tested. These are not exotic problems — they are what we find in the majority of accounts we audit, and they usually account for a third of the spend.

SkyWeb3 Agency builds and manages paid campaigns on Google and Meta with tracking that actually reflects revenue. You keep ownership of every ad account and see exactly what is spent. See management plans below, or request a free audit of your existing campaigns.

What Campaign Management Covers

How We Run Campaigns

Management Plans

Management fees only — your ad spend is paid directly to Google and Meta from your own account. We never mark it up.

Why SkyWeb3

You own the accounts. Some agencies run your ads inside their own account so you lose all history if you leave. Yours stay yours, with all the data, permanently.

No markup on spend. You pay the platforms directly and pay us a flat management fee. An agency that takes a percentage of spend has an incentive to spend more, not to spend well.

We fix the destination too. Being a development agency, when the problem is a slow page or broken checkout rather than the ads, we can say so — and fix it.

Honest about budget. Below roughly $1,000 a month in spend, most accounts do better with SEO and organic than with managed ads. We will tell you if that is your situation.

Who This Is For

This fits businesses currently running ads with no one actively managing them, owners who tried Google or Meta ads once, got burned by a wasted budget, and stopped, and companies whose in-house or freelance ad management has plateaued with no clear plan to improve. If you have not run paid ads before and want organic visibility first, our SEO service is usually the better starting point.

Platforms We Manage

Not every platform fits every business, and putting budget on the wrong one is one of the most common ways ad spend gets wasted before it ever has a chance to work. Here is how each platform fits into a media plan, and where it typically earns its place.

Most accounts do not need every platform running at once. Part of the initial audit is deciding which one or two platforms match your budget, sales cycle and audience — then adding more only once the first is proven and profitable.

How We Structure a Campaign

Campaign structure is the single biggest lever on performance that has nothing to do with creative or budget. A well-structured account is easy to read, easy to optimise and easy to hand off. A poorly structured one hides its problems until the invoice arrives.

Account > Campaign > Ad Group > Ad

Every platform follows the same basic hierarchy. The account holds your billing and settings. Campaigns separate budget and objective — search intent, shopping, retargeting and brand awareness should never share one budget line, because the platform’s algorithm will quietly favour whichever is cheapest to spend on, not whichever earns you the most. Ad groups inside each campaign organise tightly related keywords or audiences together, so the ad shown actually matches what triggered it. Individual ads and keywords sit at the bottom, where day-to-day optimisation happens.

Match Types and Why Broad Match Alone Is Expensive

On Google, keywords can be set to broad, phrase or exact match. Broad match shows your ad for a wide range of related searches decided by the platform’s own interpretation, which can drift a long way from what you actually sell if it is left unchecked. Phrase and exact match narrow that intent considerably. We typically build a mix — broad match feeding discovery of new search terms, phrase and exact match carrying the volume once we know which terms convert — rather than defaulting to whichever is easiest to set up.

Negative Keywords

A negative keyword list tells the platform which searches to exclude. Without one, broad and phrase match keywords will absolutely pull in irrelevant traffic — job seekers when you are hiring, “free” or “cheap” searches for a premium service, competitor brand names that never convert for you. Negative keyword review is one of the ongoing tasks we do on every optimisation cycle, not a one-time setup step.

Audience Layering

On both Google and Meta, audiences can be layered rather than used one at a time: in-market and custom intent audiences to reach people showing buying signals, remarketing lists to reach people who already visited, and lookalike or similar audiences built from your best existing customers. Layering these correctly — and knowing which combinations to exclude so you are not bidding against yourself across two campaigns for the same person — is what separates an account that scales cleanly from one that just spends more for the same result.

What’s Included: Full Deliverables Breakdown by Plan

The plan comparison above covers pricing. This is what actually gets built and delivered at each tier.

Signs Your Ad Account Needs a Professional Audit

You do not need to be a PPC specialist to spot most of these. If two or more apply to your account, it is worth getting a second set of eyes on it before you spend another month’s budget.

• ✓Cost-per-click has been rising for months with no corresponding rise in leads or sales — usually a sign of falling Quality Score or increasingly competitive auctions your budget can no longer win efficiently.
• ✓Conversion tracking is missing, firing on the wrong event, or nobody on your team can explain exactly what counts as a “conversion” in the account.
• ✓Keywords are set to broad match with little or no negative keyword list, which is one of the fastest ways to burn budget on irrelevant searches.
• ✓Each ad group has a single ad that has never been tested against an alternative — there is no way to know if it is your best-performing option or your only option.
• ✓Branded and non-branded search terms sit in the same campaign, hiding how much of your “performance” is really just people searching your own company name.
• ✓Multiple campaigns or audiences overlap, meaning you are effectively bidding against yourself and inflating your own cost-per-click.
• ✓Nobody has looked at the landing page conversion rate — only the ad-level numbers — even though the page is doing half the work of turning a click into a customer.
• ✓Monthly reports show impressions and clicks but never cost per acquisition or return on ad spend — the numbers that actually tell you whether the account is working.

If several of these describe your account, the free audit covers all of them and gives you a written breakdown either way.

Metrics You’ll See In Every Report

Reports get sent monthly, bi-weekly or weekly depending on your plan, but the terms in them stay the same. Here is what each one actually measures, so the report is useful to you rather than just a wall of numbers.

We do not lead reports with impressions or clicks — they explain what happened, not whether it was worth the spend. CPA, ROAS and conversion rate are the numbers that actually answer that question, and they are what we open every report with.

How This Compares: DIY vs. Freelancer vs. Full-Service Agency

There is no single right answer here — it depends on your budget, how much time you have, and how much is riding on the account. This is a general comparison of the tradeoffs, not a claim that one option is always better.

Paid Advertising for Different Business Types

Strategy should not be identical across every kind of business. The platforms, budgets and campaign structures that work well shift depending on what you are selling and how people buy it.

Local Service Businesses

For plumbers, clinics, law firms, contractors and similar local services, Search Ads tied to a tight geographic radius usually carry the most weight, because the person searching is close to ready to book or call — this works best alongside a strong Google Business Profile, since paid and map pack visibility reinforce each other. Call tracking and form tracking matter more here than on other business types, since the phone is often the actual conversion point, not a form submission. Display and Meta typically play a supporting role for staying visible to past inquiries rather than driving first contact.

E-Commerce Stores

Stores with a real product catalog usually lean on Google Shopping and Meta together — Shopping to capture people already searching for a product, Meta to surface it to people who were not searching yet but fit the buyer profile. Feed quality (titles, images, pricing accuracy, stock status) has an outsized effect on Shopping performance, and retargeting sequences aimed at cart abandoners tend to be some of the highest-return campaigns in the account.

B2B & Lead-Generation Businesses

Longer sales cycles change the math. A single ad click rarely closes a B2B deal, so the campaign’s job is generating a qualified lead, not an immediate sale, and reporting needs to track lead quality alongside lead volume. LinkedIn-style targeting logic applied through Meta’s job-title and industry audiences, combined with Search Ads on specific, often lower-volume terms, tends to outperform broad awareness campaigns. Conversion tracking usually needs to extend past the form submission into whatever CRM stage counts as a real, sales-qualified lead.

Frequently Asked Questions

How much does PPC management cost?

Management is $390 per month for one platform, $790 for two platforms with retargeting and testing, and $1,490 for full multi-platform management. Ad spend is separate and paid by you directly to the platforms.

What is the minimum ad budget worth spending?

As a rule of thumb, around $1,000 per month in ad spend for meaningful results in most markets. Below that, the data comes in too slowly to optimise on and your money usually works harder in SEO and content.

How quickly do ads start working?

Traffic starts the day you launch. Reliable performance data takes two to four weeks, and campaigns typically reach efficient cost per acquisition around month two once testing has narrowed things down.

Do you write the ads and make the creative?

Yes, both are included. Static creative and video for social are produced in-house, so you are not coordinating a separate designer to keep campaigns running.

Can you fix an account someone else built?

Frequently what we do. The free audit tells you what is salvageable and what should be rebuilt — sometimes keeping the historical data is worth more than a clean start.

Do you handle Google Shopping for WooCommerce?

Yes, including product feed setup and optimisation. If your store needs work first, see our WooCommerce development services.

Do you require a minimum ad spend to work with us?

We work with a range of budgets, but very small ad spends limit how much data we have to optimise against. During onboarding we will tell you honestly if your budget is too low to get meaningful results, rather than take the engagement anyway.

Who owns the ad accounts once we start working together?

You do. We manage inside accounts that stay under your ownership, so if we ever part ways you keep your account history, audiences and conversion data intact.

Can you take over an account that already has campaigns running?

Yes. We start with an audit of the existing account structure, tracking and spend before changing anything, so we understand what is and is not working before we touch it.

Do you also produce the ad creative, or only manage the campaigns?

Both, depending on the package. We can write ad copy and build simple creative in-house, and for larger video or design-heavy campaigns we coordinate with our branding and design service.

How does retargeting or remarketing actually get set up?

We install tracking pixels for the relevant platforms, then build audience lists based on site behaviour — people who viewed a product, started checkout without buying, or visited a service page without submitting a form. Each list gets its own campaign with messaging tailored to where that person dropped off, rather than showing them the same generic ad they already ignored once.

Do you adjust budgets for seasonality?

Yes. Most businesses have predictable peaks and troughs — holiday retail spikes, slow summer months for certain B2B categories, seasonal demand for home services. We plan budget shifts ahead of known peaks rather than reacting after a slow month has already happened, and we flag well in advance if a seasonal increase is worth discussing.

Should I run paid ads and SEO at the same time, or pick one?

They work well together rather than competing for budget. Paid ads produce results immediately while SEO is still building, and once organic rankings mature, the same keyword and landing page data from your ad account tells you which pages are worth investing further SEO effort into. If budget is tight, we will tell you honestly which one to prioritise first for your situation — see our SEO service for the organic side.

What do ROAS and CPA actually mean, and which one should I care about?

ROAS (return on ad spend) is revenue generated divided by ad spend — a ROAS of 4 means every dollar spent returned four dollars in revenue. CPA (cost per acquisition) is simply your total spend divided by the number of conversions, showing what each lead or sale cost you. E-commerce businesses generally track ROAS since revenue per sale varies. Service and lead-gen businesses usually track CPA, since the real value of a lead depends on your close rate, which the ad platform cannot see.

Is there a long-term contract, and how do I cancel?

No long-term contract is required on any plan — management is billed monthly and can be cancelled at any time. Because you own the ad accounts, cancelling never means losing your campaign history, audiences or conversion data; it simply means we stop managing the account going forward.

If I can only afford one platform to start, which should it be?

It depends on how people buy from you. If people actively search for what you sell, start with Google Search. If you sell a physical product with a catalog, Google Shopping is usually the stronger first move. If your product benefits from being seen rather than searched for, or your audience skews younger, Meta often performs better as a first platform. We will give you a specific recommendation as part of the free audit rather than a generic answer.

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