A PPC manager plans, launches, and improves your paid ad campaigns so you get more calls, form fills, and booked appointments for a predictable cost.
Most PPC managers work inside platforms like Google Ads (and often Microsoft Ads and Meta), but the real job is bigger than “turning ads on.” We translate your business goals into a campaign structure, set up tracking so you can see what you’re paying for, and then adjust the account week to week so budget goes to searches and audiences that actually produce customers.
Here’s what a good PPC manager typically handles:
- Account setup and structure: builds campaigns and ad groups around your services (for example “emergency dentist,” “termite treatment,” “family law consultation”) so results are easy to control and measure.
- Keyword and audience work: finds high-intent searches, adds negative keywords to block junk traffic (like “free,” “jobs,” “DIY”), and tunes match types and targeting so you show up for the right people.
- Ad creative and offers: writes and refreshes ad copy, sets up extensions (call, location, sitelinks), and aligns messaging with what a searcher wants right now.
- Landing page coordination: pairs ads with pages that answer the search, load fast on mobile, and make it easy to call or book. If the page is weak, even perfect ads waste spend.
- Budget pacing and bid decisions: watches daily and monthly spend so you don’t run out early, then adjusts bids and settings to hit your lead goals.
- Conversion tracking and quality checks: sets up and audits phone call tracking, form submissions, bookings, and offline conversions when possible, so you’re not judging success by clicks alone.
- Ongoing optimization: reviews search terms, tests new ad angles, pauses losers, expands winners, and improves performance based on real conversion data.
- Reporting you can use: ties spend to leads and sales, explains what changed, and flags what needs input from you (hours, promos, service area limits, seasonality).
For Orlando and Central Florida businesses, strong PPC management usually includes tight location settings (city, radius, or zip codes), schedule-based ads (so you’re not paying for calls after hours), and service-specific call routing (front desk, answering service, after-hours voicemail). That’s especially important in high-call industries like dental, law, pest control, and home services where speed to answer often decides who wins the job.
If you’re evaluating a partner, look for someone who talks about conversion tracking, search term cleanup, and lead quality, not just impressions and click-through rate. If you want help building or cleaning up campaigns, our PPC management service focuses on leads you can track back to revenue.
One quick tip: before you judge any PPC results, decide what “good” means for your business (cost per lead, booked rate, and profit per job), then monitor a small set of numbers consistently. Our FAQ on SEO metrics to track is written for organic search, but the same mindset applies to paid ads: track what ties to real customers, not vanity stats.
