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PPC Advertising - Complete Delivery Guide

Digital Marketing High ROI Ongoing Service

Overview​

PPC (Pay-Per-Click) Advertising helps clients generate immediate, targeted traffic and conversions through paid search, display, and social media advertising campaigns.

What is PPC Advertising?​

PPC is an online advertising model where advertisers pay each time a user clicks on their ads. It includes Google Ads, Facebook Ads, LinkedIn Ads, and other platforms where you bid for ad placement.

Business Impact​

  • Immediate Results: Traffic starts immediately
  • Targeted Reach: Reach specific audiences
  • Measurable ROI: Track every rupee spent
  • Scalable: Increase budget as you grow
  • Brand Visibility: Appear at top of search results
  • Competitive Advantage: Outrank competitors

Who Needs This Service?​

Primary Candidates​

  • ✅ Businesses needing immediate traffic
  • ✅ E-commerce stores driving sales
  • ✅ Service businesses generating leads
  • ✅ New businesses building awareness
  • ✅ Seasonal businesses during peak times
  • ✅ Companies launching new products
  • ✅ Businesses in competitive markets

Industry Applications​

IndustryPlatform FocusAvg. ROASCPC Range
E-commerceGoogle Shopping, Facebook4-8x₹5-₹50
B2B ServicesGoogle Search, LinkedIn3-6x₹20-₹200
Local ServicesGoogle Local, Facebook5-10x₹10-₹80
SaaSGoogle Search, LinkedIn3-5x₹50-₹300
Real EstateFacebook, Google Display4-7x₹15-₹100
HealthcareGoogle Search, Facebook5-9x₹30-₹150

Pricing Guidelines​

Management Fee Structure​

Percentage of Ad Spend:

  • Ad Spend ₹20,000-₹50,000: 20% management fee
  • Ad Spend ₹50,000-₹1,00,000: 15% management fee
  • Ad Spend ₹1,00,000-₹3,00,000: 12% management fee
  • Ad Spend ₹3,00,000+: 10% management fee

Flat Fee Packages:

Starter PPC Package

  • Price: ₹15,000-₹25,000/month
  • Min Ad Spend: ₹20,000/month
  • Platforms: 1-2 (Google or Facebook)
  • Includes:
    • Campaign setup
    • Keyword research
    • Ad copywriting (5-10 ads)
    • Landing page recommendations
    • Monthly optimization
    • Monthly reporting
    • Email support

Growth PPC Package

  • Price: ₹30,000-₹60,000/month
  • Min Ad Spend: ₹50,000/month
  • Platforms: 2-3 (Google, Facebook, Instagram)
  • Includes:
    • Multi-platform campaigns
    • Advanced keyword research
    • Ad copywriting (15-20 ads)
    • A/B testing
    • Conversion tracking setup
    • Remarketing campaigns
    • Bi-weekly optimization
    • Bi-weekly reporting
    • Phone + email support

Professional PPC Package

  • Price: ₹80,000-₹1,50,000/month
  • Min Ad Spend: ₹1,50,000/month
  • Platforms: All major platforms
  • Includes:
    • Comprehensive multi-platform strategy
    • Advanced targeting
    • Dynamic ads
    • Shopping campaigns
    • Video ads
    • Advanced remarketing
    • Conversion rate optimization
    • Weekly optimization
    • Weekly reporting
    • Dedicated account manager

Execution Process​

Phase 1: Campaign Setup​

Step 1: Account Setup​

Google Ads:

  • Create Google Ads account
  • Link to Google Analytics
  • Set up conversion tracking
  • Install Google Tag Manager
  • Configure billing

Facebook Ads:

  • Create Business Manager
  • Add ad account
  • Install Facebook Pixel
  • Set up conversions
  • Configure payment method

Step 2: Keyword Research​

Keyword Types:

  • Branded: Company/product names
  • Generic: Industry terms
  • Long-tail: Specific phrases
  • Competitor: Competitor names
  • Local: Location-based

Keyword Match Types:

  • Broad Match: Maximum reach
  • Phrase Match: Moderate control
  • Exact Match: Maximum control
  • Negative Keywords: Exclude irrelevant

Step 3: Campaign Structure​

Google Ads Structure:

Account
├── Campaign 1: Brand
│   ├── Ad Group: Brand Name
│   └── Ad Group: Product Names
├── Campaign 2: Generic
│   ├── Ad Group: Service 1
│   ├── Ad Group: Service 2
│   └── Ad Group: Service 3
└── Campaign 3: Remarketing
    └── Ad Group: Site Visitors

Step 4: Ad Creation​

Google Search Ad Template:

Headline 1: [Primary Keyword + Benefit]
Headline 2: [Secondary Benefit]
Headline 3: [Call-to-Action]
Description 1: [Value Proposition + Features]
Description 2: [Social Proof + CTA]
Display URL: www.example.com/keyword
Final URL: www.example.com/landing-page

Facebook Ad Components:

  • Primary text (125 characters)
  • Headline (40 characters)
  • Description (30 characters)
  • Image/Video
  • Call-to-action button

Phase 2: Optimization​

Daily Tasks:​

  • Check campaign performance
  • Pause underperforming ads
  • Adjust bids
  • Add negative keywords
  • Respond to comments (social ads)

Weekly Tasks:​

  • Analyze performance data
  • A/B test new ads
  • Adjust budgets
  • Refine targeting
  • Update keyword bids

Monthly Tasks:​

  • Comprehensive performance review
  • Strategy adjustment
  • Client reporting
  • Competitor analysis
  • New campaign planning

Key Metrics​

Performance Metrics:

  • Impressions
  • Clicks
  • CTR (Click-Through Rate)
  • CPC (Cost Per Click)
  • Conversions
  • Conversion Rate
  • CPA (Cost Per Acquisition)
  • ROAS (Return on Ad Spend)

Target Benchmarks:

  • CTR: >2% (Search), >1% (Display)
  • Conversion Rate: >2-5%
  • ROAS: >3-4x minimum
  • Quality Score: >7/10

Common Issues & Solutions​

Issue 1: High CPC​

Solutions:

  • Improve Quality Score
  • Use long-tail keywords
  • Refine targeting
  • Improve ad relevance
  • Optimize landing pages

Issue 2: Low Conversion Rate​

Solutions:

  • Improve landing pages
  • Better ad-to-page match
  • Clearer CTAs
  • Reduce form fields
  • Add trust signals
  • A/B test variations

Issue 3: Low Quality Score​

Solutions:

  • Improve ad relevance
  • Increase CTR
  • Optimize landing pages
  • Use keywords in ads
  • Improve page load speed

Deliverables​

Setup Deliverables​

  • Campaign structure document
  • Keyword list
  • Ad copy (all variations)
  • Tracking setup confirmation

Monthly Deliverables​

  • Performance report
  • Optimization summary
  • Recommendations
  • Next month strategy

Tools & Resources​

Required Tools:

  • Google Ads (Pay per click)
  • Facebook Ads Manager (Pay per click)
  • Google Analytics (Free)
  • Google Tag Manager (Free)

Optional Tools:

  • SEMrush ($119.95-$449.95/month)
  • SpyFu ($39-$299/month)
  • Optmyzr ($249-$799/month)

Last Updated: January 2026
Version: 1.0
Owner: ARUKZ DIGITAL PPC Team

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