PPC management services cover the ongoing strategy, execution, and optimisation of paid search and paid social campaigns on your behalf. That definition is broad enough to hide a lot - from an agency running weekly bid adjustments to one that hasn't opened your account in six weeks. Understanding what the work actually entails is the first step to demanding more from whoever manages your spend.

Through The Glass Creatives works with growth-stage brands and established businesses across North America and Southeast Asia, managing paid media as part of integrated growth programmes. What follows is the framework we use to scope, price, and evaluate PPC work - so you can apply it when assessing any provider.

If you're comparing channels before committing to paid search, our guide to Google Ads management pricing walks through what different tiers of service actually cost. And if you're still deciding whether PPC is the right lever at all, the email marketing services breakdown covers a complementary owned-media channel.

The Core Deliverables in a PPC Management Engagement

Account Structure and Campaign Architecture

Before any live spend, a proper engagement starts with auditing - or building from scratch - the account structure. Campaign hierarchy, ad group segmentation, match types, negative keyword lists, audience layering, and conversion tracking are the foundation. Skipping this phase is the most common reason inherited accounts underperform.

Ongoing Optimisation Cadence

Optimisation is the recurring work: bid adjustments, search term mining, ad copy testing, Quality Score improvements, landing page alignment, and budget pacing. How frequently this happens - and whether a human is doing it versus a rule-based script - determines how quickly your campaigns respond to market shifts.

Reporting and Attribution

Good reporting connects ad spend to business outcomes - not just clicks and impressions. At minimum, expect conversion tracking (ideally server-side), ROAS or CPA by campaign, and a monthly narrative that explains what changed and why, not just what happened.

What Separates Commodity PPC Management from Performance-Driven Work

Commodity management keeps the lights on. Performance-driven management actively tests creative angles, moves budget to what works, and connects ad strategy to funnel outcomes - conversion rate, average order value, and customer lifetime value. Ask any prospective agency how they structure their testing calendar and what their last three significant account changes were.

Pricing Models and What They Signal

Questions to Ask Before Signing

"The single biggest signal of a high-quality PPC partner is how they explain a result that didn't go as planned. Accountability and transparency in a bad month reveal more about an agency than their deck ever will." - Mherie Vic Prevendido, TTGC

Choose TTGC if / Choose a Specialist If

Choose TTGC if you need PPC integrated with brand, SEO, and content in a single growth programme - we bridge paid and organic so each channel amplifies the other. Choose a PPC-only specialist if your entire growth budget is in paid search and you need a dedicated team managing seven-figure monthly spend with deep platform-certified expertise.