Digital Marketing Services
PPC services& paid search management
We’re a sustainable, boutique PPC agency with a UK-wide presence, delivering performance-driven advertising campaigns across Google, Microsoft, LinkedIn, Facebook, and more.
Combining hands-on expertise with a values-led approach, we aim to maximise your return on ad spend.
How we manage PPC
PPC advertising management services
Whether you have a global empire or a local business in Cambridge, PPC is highly effective in generating instant traffic flow and leads. Giving you complete control and visibility of where your ad spend goes, it allows us to put every penny spent to good use.
- Managing bids to maximise results while staying within budget
- Conducting keyword research and defining precise audience targets
- Crafting compelling ad copy and designing high-quality visuals
- Tracking performance to ensure continuous improvement and results
- Optimising ads with extensions (sitelinks, callouts, etc.) to increase visibility and engagement
- Setting up tracking to measure conversions and ROI
The perfect marriage
Why Morgan Davies said "I do" to PPC
Morgan Davies Bridal faced several challenges impacting footfall and appointment bookings, particularly in their Hitchin boutique. They had observed a decline in appointments since mid-2022, despite increasing their spend on digital marketing with a previous provider.
We started by focusing on paid search through Google Ads, leveraging precise targeting and optimisation strategies to quickly address the appointment decline. This required us to refine the ad targeting for local searches, focusing on the Hitchin area and key personas interested in more affordable dress options. By reallocating the budget and improving ad relevance, we successfully reduced wasted spend and attracted more qualified leads.
No jargon. No mystery. Just results.
PPC services process
Our PPC services are designed to drive highly targeted traffic and maximise your return on investment. We craft tailored campaigns, continuously optimise ad performance, and provide transparent reporting to ensure the best outcomes for your business.
To give you flexibility and confidence, Xanthos now offers 30-day rolling contracts on our monthly services, with the option to upgrade to a longer-term agreement at any time to unlock exclusive discounts and further boost your ROI.
Our process timeline…
And finally
PPC FAQs
We’ve answered the questions we hear most often to help you understand the value of Pay-Per-Click advertising and how it fits into a smart digital strategy. Whether you’re just getting started or looking to improve your results, we’re here to guide you.
What is PPC advertising?
PPC advertising, short for Pay-Per-Click, is a digital marketing method where advertisers pay a fee each time their ad is clicked. It’s a way for businesses to drive traffic to their websites by placing ads on Search Engine Results Pages (like Google or Bing) or on social media platforms (such as Facebook or LinkedIn). On Google Ads, advertisers bid for ad placement, and the ads are displayed based on factors like bid amount, ad relevance, and quality score. PPC advertising allows businesses to target specific keywords, demographics, interests, and behaviours, making it a precise and measurable form of advertising.
Does PPC work for small businesses?
PPC can indeed be effective for small businesses. It offers a targeted approach to reach potential customers, allowing businesses to control their spending and track their Return on Investment (ROI) more effectively. By targeting specific keywords and demographics, small businesses can increase their visibility online and drive relevant traffic to their websites. Additionally, PPC campaigns can be adjusted and optimised based on performance, making it a flexible and scalable option for businesses of all sizes. However, success in PPC requires careful planning, monitoring, and optimisation to ensure a positive Return on Investment (ROI).
At Xanthos, our approach to PPC management involves strategic planning, ongoing monitoring, and data-driven optimisation to ensure your ads continually perform and every penny of your budget is put to good use.
How do PPC and SEO work together?
Integrating PPC and SEO efforts across search engines, social media platforms, and display networks can create a cohesive and integrated marketing strategy. Through search-engine-optimised pages, you can ensure a good landing experience, leading to greater results from your PPC advertising campaigns. PPC can also help SEO teams leverage meaningful data and insights, helping to improve content and search engine rankings further.
For businesses with ambitious growth plans, a combination of the two is highly recommended; PPC will give you instant traffic and leads, while SEO improves the performance of those campaigns and creates a website that does the work for you by bringing visitors organically.
How does PPC work?
PPC (Pay-Per-Click) advertising operates on a bidding system where advertisers bid on keywords relevant to their target audience.
For Google Ads, the process begins by carefully selecting the search terms or keywords you want your ads to appear on.
Next, ads are created with compelling copy to attract clicks, and a maximum bid amount is set to control the upper limit of what you’re willing to pay per click, keeping within your budget.
When users search for those terms, your ads enter an auction to determine their placement. You then pay for the clicks on your ads, staying within the budget you’ve set.
At Xanthos, we optimise PPC campaigns using data such as CTR (Click-Through Rate), conversion rate, and ROI. By adjusting bids, refining ad copy, and improving targeting strategies, we help maximise your return on investment.