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Nurture and Grow Your Business: The Importance of Choosing the Right PPC Manager

4 minute read

By Christopher Brown

Building and maintaining a strong online presence is as important as the level of service you provide to your customers. Which is why it’s so important to explore a variety of strategies to grow and build your brand. Among the many digital marketing strategies, Pay-Per-Click (PPC) advertising has emerged as a powerful tool for growth. By running targeted ad campaigns, you can drive high-quality traffic to your website, leading to higher conversions and a better ROI. However, PPC is a complicated landscape that requires specialized knowledge and expertise. Fortunately, with a quick search online, you can find and hire the right PPC manager for your business.

Why Hire a Professional PPC Manager

While the idea of managing your own PPC campaigns might seem like a cost-saving strategy, the expertise and time required to do it effectively can be overwhelming. Even with automated tools and platforms, a lack of experience can lead to missed opportunities or, worse, significant financial loss. Here’s why hiring a professional PPC manager or agency can be a pivotal step in growing your business:

Expertise and Time-Saving

The rules of the PPC game are constantly evolving, with algorithms and user behaviors undergoing frequent changes. Professional PPC managers not only keep track of these changes but also know how to leverage them for your benefit. Their experience can help you avoid common pitfalls, allowing you to save time and focus on other aspects of your business.

Strategy and Customization

PPC isn’t a one-size-fits-all operation. What works for one business may not work for another. Professional managers take the time to understand your business, target audience, and objectives. They will tailor campaigns to fit your specific needs, thereby maximizing ROI and increasing conversions.

Data-Driven Decisions

PPC managers have the tools and know-how to interpret complex data. By analyzing this data, they can refine your campaigns, improving efficiency and effectiveness. They can also identify trends or issues you may not have been aware of, providing actionable insights that can drive business growth.

Asking the Right Questions

The vetting process involves more than just checking for certifications. Asking the right questions can offer valuable insights into an agency’s or individual’s working style, methodology, and ability to meet your business objectives.

  • Experience: Ask how long they’ve been managing PPC campaigns and what types of businesses or industries they’ve worked with. A PPC manager with experience in your sector can bring in domain-specific expertise, giving you a competitive edge.
  • Strategy: Query about the strategies they would suggest for your specific needs. This can include target audiences, keyword research, and bidding strategies. Their answer will reveal their level of understanding and how customized their approach is.
  • Reporting: Find out what type of reporting they offer. Will you receive daily, weekly, or monthly updates? Comprehensive reports can provide valuable insights into your campaign’s performance and suggest areas for improvement.
  • References and case studies: Always ask for past references or case studies that demonstrate their proficiency and results. If they can provide data-backed success stories, it’s a good indicator of their capabilities.

The Importance of Certifications

As with any profession, certifications provide an objective measure of expertise and knowledge. When looking for a PPC manager or agency, check for industry-recognized certifications like Google Ads Certification. Google itself provides this certification to individuals who have demonstrated proficiency in basic and advanced aspects of Google Ads.

Another useful certification to look for is the Microsoft Advertising Certified Professional badge, which focuses on Bing Ads. Even though Google dominates the search engine market, Bing is also a considerable player and shouldn’t be neglected. Having the right certifications is a strong indicator that the individual or agency is competent, up-to-date, and invested in their field.


Pricing is often a sticking point when selecting a PPC manager or agency. Understandably, you want the most bang for your buck, but remember that cheaper isn’t always better. Pricing often reflects the level of service you’ll receive. Here are a few common pricing models:

  • Percentage of ad spend: The agency charges you a percentage (usually 10-20%) of your total ad spend. This model aligns the agency’s incentives with yours, encouraging them to optimize for better performance.
  • Flat fee: You pay a fixed amount for the services provided. Make sure to clarify what services are included in the fee to avoid hidden costs later.
  • Performance-based: In this model, the agency’s fee is tied to key performance indicators like leads, conversions, or revenue. This model can be beneficial but make sure the metrics align with your business goals.
  • Hourly rates: Some freelancers or smaller agencies charge by the hour. While this can offer flexibility, it may not provide a comprehensive service package.

Given the complexity and range of PPC services, it’s essential to understand the pricing model fully to avoid misunderstandings later.

Find the Right Fit Today!

Selecting the right PPC manager or agency is a critical decision with long-term implications for your business. By paying attention to certifications, asking key questions, understanding pricing, and delving into additional factors, you’ll be well-equipped to make an informed choice.

Remember, a capable PPC manager is not an expense but an investment that can offer exponential returns. Keep researching and make sure you pick a partner that aligns with your business goals and can navigate the ever-changing digital landscape effectively.

Christopher Brown



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