PPC Management Glasgow

PPC that protects your budget, not just spends it

Google Ads, Microsoft Ads and Meta campaigns managed for cost per enquiry, with verified conversion tracking and weekly optimisation. Month-to-month terms.

Get a free PPC audit Call 07469 190806

The challenge

Most PPC accounts are leaking budget.

We regularly inherit Google Ads accounts running on auto-applied recommendations, broad match keywords with no negative list, and conversion tracking that was never actually verified. The account spends every day. Whether it produces profitable enquiries is a different question entirely.

PPC isn’t difficult to set up. It’s difficult to run profitably, month after month, without babysitting it daily.

An unmanaged account doesn’t fail loudly. It just quietly costs more than it should, for longer than it should.

Our Approach

Audit. Structure. Protect spend.

Every engagement starts with an account audit, not a fresh campaign build. We check what’s actually driving conversions versus what’s just driving spend, then restructure around the keywords, audiences, and match types that convert.

From there we manage weekly: bid adjustments, negative keyword additions, ad copy testing, and landing page alignment, so spend keeps moving toward what’s working and away from what isn’t.

Ads work best when the page they land on is built to convert, which is where our web design team comes in. And because paid traffic stops when spend stops, most clients run PPC alongside SEO so organic visibility builds in the background.

What you get

What our PPC management includes

Account audit and restructure: Full review of campaign structure, keyword match types, negative lists, and conversion tracking accuracy.
Google Ads management: Search, Shopping, Display, and Performance Max campaigns built around your actual margin, not just click volume.
Meta and social ads: Facebook and Instagram campaigns for businesses where paid social outperforms search intent.
Conversion tracking setup: Verified goal and event tracking in GA4 and Google Ads, so reported conversions are real, not inflated.
Landing page alignment: Recommendations to match ad promise to landing page content, improving Quality Score and conversion rate together.
Weekly optimisation: Bid adjustments, negative keyword additions, and ad copy testing, done every week, not once a quarter.
Reporting tied to enquiries: Monthly reports showing cost per acquisition and leads generated, not just impressions and clicks.

Process

How PPC management works

Audit

A full review of your existing account (or a fresh strategy if you're starting from scratch), covering structure, spend, and tracking accuracy before we touch a single setting.

Plan

A short, plain-English document setting budget allocation, target cost per acquisition, and timelines. Signed off by you before any spend changes.

Build

Campaign restructure and launch, with weekly monitoring from day one. You always know what's live and why.

Optimise

Monthly reporting focused on cost per acquisition, enquiry volume, and return on spend. We adjust based on what the data says, not what looks good on a dashboard.

Related services

Services that work well alongside this one

SEO services: organic visibility that keeps working when ad spend stops.
Web design: landing pages that turn paid clicks into enquiries.
Digital marketing: PPC, SEO and content run as one plan with one report.

Browse all our services, see our portfolio or meet the founders.

Further reading: How much should a small business spend on Google Ads?.

FAQs

PPC questions, answered

How much should I budget for Google Ads?

For most Glasgow SMBs, a workable starting ad spend is £500 to £2,000 per month, on top of management fees. The right number depends on your industry's cost per click and how many conversions you need to judge performance properly. We'll give you an honest number during the audit, not a one-size-fits-all figure.

How much does PPC management cost?

Management fees typically run £400 to £1,500 per month depending on account complexity and ad spend, separate from what you pay Google or Meta directly. One-off account audits start at £350. We scope every engagement to your actual budget.

How is this different from SEO?

PPC buys visibility immediately, for as long as you keep paying. SEO earns visibility over months and keeps working after you stop actively investing. Most businesses benefit from both: PPC for quick wins while SEO builds in the background.

Do you require a minimum ad spend?

No fixed minimum, but we'll tell you honestly if your budget is too low to generate enough data to optimise properly. Below a certain spend, campaigns can't gather enough conversions to improve, and we'd rather say so upfront than take the fee anyway.

Do you tie clients into long contracts?

No. We work month-to-month with no lock-ins. If we're not delivering, you should be free to walk away. That keeps us focused on results, not on retaining unhappy clients.

Can you take over an account another agency set up?

Yes, this is one of our most common engagements. We audit the existing account, keep what's working, and rebuild what isn't. No need to start from zero, and your historical data and Quality Score are preserved where possible.

Do you work with businesses outside Glasgow?

Yes. We're Glasgow-based and know the local market well, but we manage PPC accounts for clients across Scotland, the UK, and internationally.

What's included in the free PPC audit?

A proper look at your existing account structure, spend efficiency, conversion tracking, and Quality Scores. You get a written summary of the three or four biggest opportunities, whether you decide to work with us or not.

What our clients have to say

XLWEB manage all of our online activities. They have rebuilt our site, undertaken SEO and also manage our pay-per-click. I must say, we have never been busier and the enquiries we get are all relevant. I would recommend them to anyone.

We Have Never Been Busier

Dr Mette Stopp, Bearsden Chiropractic

Proven techniques and insight. That's why XLWEB have our work.

Trusted When Others Get Stuck

John McLean, Abbey Gates & Metals

Ready to stop guessing at PPC?

Send us your account for a no-obligation audit, or call for free advice. You'll get an honest assessment and a clear next step within two working days.

Request a free PPC audit Call 07469 190806