Pay Per Click or as it is more commonly known PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked in order to drive traffic to websites. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically. Search engine advertising on Google or Microsoft Bing are the most popular forms of PPC allowing you to position higher on the search engine results page (SERP).

Why choose Wriggle as Your PPC Agency?

The most important factor and measure of success for us is return on investment for our clients. As a Google and Microsoft Advertising Partner, we have the trusted badges of approval from them to offer great customer service as well as effective advertising campaigns. We offer complete transparency, sending each client a dynamic monthly report showing your individual results and should you have a query, your Account Manager provides an expert point of contact.

We offer a multi-channel approach with Pay Per Click (PPC) advertising across a range of platforms that complements other digital marketing channels such as Social Media as well as our bespoke SEO services.

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Creating Your Campaign

Your PPC Management Service Can Cover The Following Disciplines:

Search – Traditional text advertising

Shopping – Adverts via the main search engine results page or under the shopping tab.

Video – Advertising through YouTube

Display – Google Display Network Advertising

Remarketing – Re-engage with your previous users.

Each discipline has its own pros and cons to your own business and advertising goals. We will help you develop strategies based on your individual objectives.

The first thing we do is understand each individual’s goals and targets, do you want to drive website traffic, create brand awareness, increase phone calls, store visits or increase your return on ad spend (ROAS)?

Next, we identify your audience, Microsoft Ads and Google ads allow you to be extremely granular, using parameters such as, time of day, device, location, age and gender to hone in on the most relevant people. Then Partner it with smart bidding algorithms that are constantly learning based on real-time feedback and adjust to improve performance. Machine Learning Algorithms can analyse up to 70 million signals within 100 milliseconds, quickly interpreting all possible data combinations! PPC offers flexibility and allows you as a business to really focus on your target market ensuring you remain within your monthly budget.

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Why Choose Wriggle

We constantly demonstrate a ROI
We keep you informed and up-to-date with our monthly reports
We produce stand-out results for our clients

Managing Your PPC Campaign

Your dedicated PPC Account Manager will take personal responsibility for your campaign. Our team has been trained and passed Google’s partner status level exams so they really know their stuff.

Here’s some ways we will optimised your performance:

  • Write compelling ad copy to maximise performance.
  • Adhere and keep updated with Google best practises.
  • Optimising using Google’s machine learning and smart bidding to help drive the best performance for your ads through automation.
  • We focus on attribution modelling that determines how credit for sales and conversions is assigned to touchpoints.
  • Reduce wasted spends and reinvest in profitable areas allowing us to give you more bang for your buck.

If you would like to discuss integrating our PPC management services into your digital strategy, get in touch with us today.


How can I target my desired audience?

Platforms such as Google Ads and Microsoft ads allow you as a business to target users from various different mediums such as keywords, landing pages, product listings, display, video and more. Allowing for relevant targeting personalised to your business and target market, and allows you to change dynamically with the market and with seasonality trends.

Where should I set my targets?

Your targets are individual to you, it should be based on your individual costs and margins but if you make it too restrictive you will hinder future growth. There isn’t an industry average as your data from conversion rates to costs will be completely different from your competitors as you will have gained different sales data. There likely is a reason why a user has converted with a competitor or yourself whether that’s pricing or serves meaning your result and targets will differ from one another. That’s data analysis 101.

Why am I not seeing my PPC ads?

There are many reasons why you won’t see your ads here are a few reasons.

  • Budget: If your campaign’s daily budget is not large enough to capture 100% of daily search volume, your ads are being limited by Google in an effort to stay within your ad budget and/or targets.
  • Keyword: This may seem obvious, but the keyword being searched must be targeted. Double checking is always a good idea as it only takes a second, it could be that it wasn’t cost effective or meeting your goals so you don’t want that individual term no matter how relevant you deem it.
  • Bid Adjustments (Time of day/Day of week): If your campaigns are set to only show during certain days/hours you ads will only show during those times.
  • Bid Adjustments (Device): If you’re searching on a mobile device you may not see your ads due to bid adjustments that limit mobile traffic.
  • IP Exclusion: IP addresses can be excluded from seeing search ads at the campaign level. This setting was created to stop click fraud from known fraudulent IP’s, but is sometimes used to stop unknowing employees from wasting ad spend budget by clicking on your own ads (never click on your own ads).
Why aren't my ads at the top?

The short answer is that your ad rank is too low. The main drivers of ad rank are targets and cost per click (CPC). The quick fix of course, is to increase your bids until your ad shows on the top of the page at the cost of profitability.

Be careful with demanding top ad positions for the sake of top ad positions, as cost-effectiveness and achieve results should be the main driver of ad position not a desire to be at the top.

Within Google ads and Microsoft ads you can record your results and metrics such as revenue and Return On Ad Spend (ROAS) these metrics far superseded position as you know what the traffic has resulted in. Click can add up in a hurry and spending £100 to generate £50 sales doesn’t make much sense.

I see my competitor’s ads everywhere. How do we do that?

What you’re likely seeing is remarketing ads, Remarketing (or retargeting) works by re-engaging with users across the Google network after they have visited your site. You have likely interacted with your competitors site and your online profile matches their desired audience.

Why is my cost-per-click increasing?

There are many reasons why you cost per click increased here are a few possible reasons:

  • Seasonality: Products and services can have times throughout the year when they are increasingly popular so to win an auction or capture your audience costs are driven up from seasonal competition.
  • Competition: Just like you and your team are optimising your account, you can bet that your competition is as well. An increase in aggressiveness from just one of your competitors could result in significantly higher CPC’s. Additionally the number of competitors in the marketplace can increase without the increase in demand causing increased competition.
  • Social economic reasons: Factors outside of the ad auction can drive demand and competition. From weather conditions, to Brexit or even Covid it can cause supply and demand to change overnight resulting in the average cost per click altering.

Client Results

Take a look at a selection of the exceptional results we have achieved for some of our clients. From high percentage increases in organic traffic, to cost per click savings, and increased revenue, we deliver a digital marketing service that achieves results.

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We are always happy to assist you whether you know exactly what you’re looking for or would like some guidance and an informal chat. Come for a cuppa and a chat, or contact via phone or email.

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