PPC advertising (pay per click) is the common term for paid online advertising. In search with Google Ads and Microsoft Advertising you usually pay per click, on Facebook and Instagram (Meta Ads) usually per impressions (CPM). At Digitalman we choose the right channels for you, set up campaigns in Google Ads, on Facebook and Instagram, in Microsoft Advertising, on LinkedIn and in ChatGPT, and evaluate them by enquiries and revenue, not clicks. We are a certified Google Partner from Bratislava, in business since 2011, and offer PPC management to businesses across Europe.
- Channels: Google Ads, Meta Ads (Facebook and Instagram), Microsoft Advertising, LinkedIn and ChatGPT Ads
- Markets: wherever Google or Meta are available. We have run campaigns for example for Germany, Austria, the UK, Spain, the USA and the Middle East
- Managed budgets: around €40,000 to €50,000 per month combined
- Google Partner: a new Google Ads account can receive welcome credit from Google
- Tracking: GA4, Google Tag Manager, Meta Pixel and results in your currency
- First consultation: 60 minutes free, online via Teams or Google Meet
Book a free 60 minute consultation →
Our PPC services: which channels do we manage?
Each channel reaches customers in a different situation. Sometimes people actively search for you, sometimes the ad reaches them before they know you.
| Channel | When it reaches the customer | Best suited for | More |
|---|---|---|---|
| Google Ads | When they actively search for a product or service | Almost every business, online shops and service providers | Google Ads management |
| Meta Ads (Facebook and Instagram) | While scrolling, before they search | New products, local services, online shops, enquiries via Lead Ads | Facebook and Instagram advertising |
| Microsoft Advertising | When searching in Bing, often on work computers | B2B and an addition to Google Ads with less competition | Microsoft Advertising |
| In a professional context by job title and company | B2B companies that need to reach decision makers | LinkedIn lead generation | |
| ChatGPT Ads | When they ask AI for a solution or compare options | Businesses that want to be among the first in a new channel | ChatGPT Ads |
How we choose the right channel mix
You do not have to be everywhere. In the first consultation we find out where your customers are and what an enquiry or order is worth to you. Then we suggest where to start.
| Business type | Where we usually start | Key metric |
|---|---|---|
| Online shops | Google Ads (Shopping and Performance Max), then Meta Ads with dynamic remarketing | ROAS and cost of sale |
| Service providers and B2C | Google Ads in search and Lead Ads on Facebook and Instagram | Cost per enquiry (CPA) |
| B2B companies | Google Ads, Microsoft Advertising and LinkedIn | Qualified enquiries and business opportunities |
| Local businesses | Google Ads with radius targeting and Meta Ads | Calls, bookings and visits |
| New products and brands | Meta Ads and YouTube for awareness, Google Ads for demand | Reach and growth in brand searches |
What our PPC management includes
- Audit and strategy: Review of existing accounts, competitor analysis and a proposal for channels and budget.
- Tracking: Google Analytics 4, Google Tag Manager, conversions in Google Ads, Meta Pixel and Conversions API.
- Campaign setup: Structure, keywords and audiences, copy from our copywriter and ad banners from our graphic designer.
- Ongoing optimisation: Bids, negative keywords, new ads, tests and shifting the budget to where it brings the most.
- Report: once a month results in your currency, comparison with the previous period and a proposal for next steps.
How do we evaluate results?
| Business type | What we measure |
|---|---|
| Online shop | Revenue from advertising, ROAS and cost of sale, i.e. how much revenue each euro, pound or dollar of advertising brings |
| Service providers and B2B | Number and cost of enquiries from forms, calls and Lead Ads |
| Local business | Calls, bookings and directions to your location |
| All | Which channel brings the cheapest result, so we can shift budget there |
How we work together
First consultation
Goals, budget and current situation.
Audit and proposal
Choice of channels and campaign plan.
Setup
Tracking, campaigns and ads.
Optimisation
Ongoing adjustments and a monthly report.
Who manages your campaigns?
Two people work on every account. The PPC specialist handles the day to day work and technical settings, the PPC strategist plans strategy, budgets and channel mix. Ad copy is written by our copywriters and banners are created by our Graphic designer.
All campaigns are overseen by Digitalman founder Ing. Matej Tóth. He has worked in online marketing for more than 15 years, previously in marketing at ČSOB, Orange and CEWE.
Why choose Digitalman as your PPC agency?
- Google Partner for 6 years and managed budgets of around €40,000 to €50,000 per month.
- All PPC channels under one roof. We move the budget to where it brings results, not to where we happen to have a specialist.
- Two people on every account instead of one person doing everything.
- Our own copywriter and graphic designer for ad copy and banners.
- Results in your currency, not in clicks.
PPC agency, freelancer or in-house PPC specialist?
| Digitalman agency | Freelancer | In-house PPC specialist | |
|---|---|---|---|
| Monthly cost | individual quote | by agreement | full time salary and payroll costs |
| Several channels at once | yes, Google, Meta, Microsoft, LinkedIn and ChatGPT | usually one or two | depends on experience |
| People on the account | two (specialist and strategist) | one | one |
| Cover during holidays or illness | yes | limited | no |
| Google Partner status and welcome credit for new accounts | yes | depends on the person | no |
Not sure which PPC channel is best for you? Book a free 60 minute consultation →
PPC or SEO?
PPC brings visitors right after launch and can be measured precisely, but it ends as soon as campaigns stop. SEO and AI search optimisation build long term visibility, but first results only come after months. They work best together: PPC brings customers right away plus data on which terms sell, and SEO gradually reduces dependence on paid advertising.
The most common PPC mistakes
- Missing conversion tracking. Campaigns are optimised for clicks instead of enquiries and sales.
- Budget spread over too many channels. Better to start with one or two channels and expand when they work.
- The ad leads to the home page. The landing page should match what the person searched for.
- No negative keywords. The budget goes into searches unrelated to the offer.
- The same ads for months. Especially on social networks, creatives must be refreshed continuously.
Frequently asked questions
What is PPC advertising?
PPC (pay per click) is today the umbrella term for paid online advertising. Despite the name, you do not pay per click everywhere: in Google Ads and Microsoft Advertising usually per click, in Meta Ads on Facebook and Instagram usually per thousand impressions (CPM). The best known PPC platform is Google Ads, plus Meta Ads, Microsoft Advertising, LinkedIn and, new, ChatGPT Ads.
Which PPC channels do you manage?
Google Ads, Facebook and Instagram advertising, Microsoft Advertising, LinkedIn and ChatGPT Ads. We choose channels based on where your customers are.
How much does PPC campaign management cost?
It depends on the channels and scope. You pay the ad budget directly to the platform. We prepare an exact quote after the free consultation.
What budget do I need for PPC advertising?
For campaigns to collect enough data for optimisation, each channel needs a sufficient budget. With a smaller budget it is better to focus on one channel.
How much does a click cost?
It depends on the country, industry and competition. In large markets such as the UK, Germany or the USA, cost per click is usually higher than in smaller markets. On Facebook and Instagram you usually pay per impressions. We estimate the cost per click for your industry in the first consultation.
Is PPC worth it if I already rank at the top of Google without ads?
Often yes. Paid ads appear above the organic results, and without them competitors can intercept your customers. PPC also brings results right away and can be measured precisely, while SEO is a long distance run.
Which PPC channel is right for you?
In the free consultation we compare Google Ads, social networks and Microsoft Advertising for your business and suggest where to start.
The first 60 minutes free · online via Teams or Google Meet