Pay Per Click Advertising Services

The only number that decides whether PPC works

Paid advertising is arithmetic before it is creativity. If it costs you ₹4,000 to acquire a customer worth ₹12,000 over their lifetime, you should spend as much as you can get. If it costs ₹14,000, no amount of clever ad copy will save the campaign — the problem is the unit economics, not the account.

So the first thing we establish with a new client is not keywords. It is the margin on what you sell, how often people buy again, and what a customer is genuinely worth over the relationship. That gives us a maximum allowable cost per acquisition, and every bid, channel and creative decision after that is measured against it.

This is also why we sometimes tell people not to run PPC. A business with a thin margin, no repeat purchase and a crowded auction is buying customers at a loss and calling it growth. It is a much better use of everyone's time to say so in the first meeting than to discover it in month five.

Which channel for which job

Different platforms sell different things. Search engines sell intent — someone is already looking and you are competing to be the answer. Social platforms sell interruption — nobody was looking for you, so the creative has to do the work of generating the want. Marketplaces sell proximity to purchase — the customer has their card out and is choosing between options.

Confusing these is the most expensive mistake in paid media. Running a direct-response Search ad as a Meta creative fails because nobody asked. Running a brand-awareness video on Search fails because it answers a question nobody typed.

• Google Search and Shopping — the default starting point for anything with existing demand. Highest intent, highest cost per click, clearest attribution.
• Microsoft Advertising (Bing) — routinely overlooked and frequently cheaper. Worth testing for B2B and for older, higher-income audiences in the US market in particular.
• Meta — Facebook and Instagram — where demand is created rather than captured. Creative volume is the real targeting lever now; Advantage+ has moved most of the optimisation away from manual audience building.
• LinkedIn — expensive per click and worth it only when the deal size justifies it. Genuine job-title and company targeting for B2B, typically at three to five times a Google click.
• YouTube and Demand Gen — for consideration and remarketing at scale, and increasingly where a warm audience gets built before a Search campaign harvests it.
• Amazon and marketplace ads — for sellers, where the shopper is already mid-decision and the competition is your own category page.

Attribution: the honest version

Every platform will tell you it caused the sale. Add up the conversions your ad accounts report and you will usually find you sold more than you actually sold. This is not fraud; it is that each platform can only see its own touchpoint and claims credit for it.

Google Ads now offers only two attribution models — last click and data-driven. First-click, linear, time-decay and position-based were removed. Meta reports on its own view-through and click windows. Neither is wrong within its own frame, and neither can see the other.

The way out is not a better model. It is to hold platform numbers next to something that cannot lie: what your bank received, what your CRM says closed, and what happens to total revenue when you turn a channel off. We report channel-level numbers because you need them to optimise, and blended cost per acquisition because that is the number that tells you whether the business is actually getting cheaper to run. When those two diverge, the blended one is right.

For clients where the decision matters enough to test properly, we run geo-based holdout experiments — switch a channel off in matched regions and measure what actually changes. It is the only method that answers the incrementality question rather than the attribution one.

Creative is now the targeting

For most of the last decade, the skill in paid media was audience construction. That era is largely over. Smart Bidding, Advantage+ and Performance Max all take targeting decisions away from the advertiser and make them using signals no human can see. What you still control is what the ad says and shows.

In practice this means the account that wins is the one producing and testing more creative. Not better creative in some abstract sense — more variants, tested faster, with losers cut quickly. A responsive search ad with fifteen genuinely different headlines gives the system something to work with; one with fifteen rewordings of the same sentence does not.

It also means the landing page is part of the ad. Message match between the query, the ad and the page the visitor lands on is the single cheapest improvement available in most accounts we audit — and it improves Quality Score and conversion rate simultaneously, so it compounds.

Where PPC budgets leak

Across the accounts we have taken over, the same handful of leaks appear with almost boring regularity. Search terms nobody has read in six months. Conversions counted twice because two tags fire on the same thank-you page. Brand spend reported as acquisition. Remarketing audiences that include people who already bought. Geographic targeting set to "presence or interest" and quietly serving ads to another country.

None of these are exotic. They are all findable in an afternoon by someone who knows where to look, which is why we start every engagement with an audit rather than a strategy deck. The fastest return in most accounts is not a new campaign; it is stopping the spend that was never going to work.