What should a Manchester PPC agency actually manage?
A PPC agency should turn your media budget into a controlled test of commercial demand. That includes deciding what to advertise, which searches or audiences deserve budget, where the ads should run, how conversions are measured, what happens on the landing page and how wasted spend is identified after launch.
Starter covers Google Ads setup, keyword research and basic A/B testing; Comprehensive adds advanced targeting, retargeting and multiple campaign types; Enterprise adds a dedicated strategist, weekly optimisation/reporting and multi-platform campaigns across Google, Facebook and LinkedIn. Every scope is custom quoted and ad spend is separate.
Compare campaign management before comparing the management fee.
Two proposals can have similar monthly fees while covering completely different amounts of work. The Kydos scopes make the core differences visible before you request a quote.
Google Ads foundation
Custom Quote
- Google Ads campaign setup
- Keyword research
- Basic A/B testing
Targeting + more campaign types
Custom Quote
- Everything in Starter
- Advanced audience targeting & retargeting
- Search campaigns
- Display campaigns
- Shopping campaigns
Multi-platform management
Custom Quote
- Dedicated PPC strategist
- Weekly optimisation & reporting
- Google campaigns
- Facebook campaigns
- LinkedIn campaigns
Advertising spend is separate from Kydos management fees. The proposal should make media budget, agency fees and any separately scoped landing-page or tracking work clear.
Management fee and ad spend are not the same cost.
If an agency quotes “£1,000 per month” without separating the fee from the actual platform budget, you cannot compare the proposal properly. One provider may mean £300 management plus £700 media; another may mean £1,000 management before a single pound reaches Google.
Kydos treats advertising spend separately. That makes it easier to see what is being paid to the platform and what is being paid for strategy, setup, optimisation and reporting.
The agreed Kydos fee for campaign work.
The money actually spent on Google, Meta, LinkedIn or another platform.
Any separately agreed landing page, creative or development work.
The conversion actions used to judge whether the spend is useful.
Conversion tracking needs to be trustworthy before optimisation becomes meaningful.
A button click is not automatically a lead. A page view is not automatically a sale. Before campaigns scale, the account needs a clear definition of what counts as success and how that action is recorded.
Primary conversions
Actions that indicate genuine commercial progress.
- Qualified form submission
- Phone call
- Booking
- Purchase
Supporting signals
Useful behaviour that can help diagnose the journey without being treated as revenue.
- Landing-page engagement
- CTA clicks
- Form starts
- Key page visits
Lead quality
The account should eventually learn whether conversions are useful, not only whether they are cheap.
- Service fit
- Location fit
- Sales qualification
- CRM outcome where available
“Greater Manchester” is not a reason to target every postcode equally.
A campaign should reflect where the business can profitably fulfil work. A Manchester company may genuinely serve Salford, Stockport, Trafford and the rest of Greater Manchester, or it may only want customers within a tighter radius. Geography should be a commercial decision rather than a default setting.
Where do your best customers currently come from? Which areas can you realistically serve? Are some services available in a wider area than others? Is the business trying to grow into a new borough, or simply prevent budget leaking outside its existing catchment?
A high click-through rate can still be a bad campaign.
If the search terms are irrelevant, the landing page is weak or the enquiries do not fit the business, good-looking platform metrics can hide poor commercial performance.
| What to review | Why it matters |
|---|---|
| Search terms | Shows what people actually typed before the ad was triggered, not just the keyword you selected. |
| Negative keywords | Helps exclude jobs, research, unrelated services and other low-fit searches where appropriate. |
| Location performance | Shows whether spend is producing useful activity in the areas the business can serve. |
| Device performance | Can reveal mobile landing-page or call-handling problems that are not obvious at account level. |
| Conversion quality | Distinguishes a cheap conversion from an enquiry the sales team would actually want. |
Sometimes the PPC problem is not inside the ad account.
If a high-intent visitor clicks a relevant ad and lands on a page that is slow, vague, untrustworthy or difficult to contact, continued bid optimisation has a limit. Kydos also provides web and landing-page services, so the conversion journey can be addressed when the page itself is the bottleneck.
Why this service, why this provider, why now?
Clear offer, scope, proof, objections, location relevance and a simple next action matter more than stuffing the page with advertising keywords.
Fix obvious conversion friction first.
Forms, phone numbers, mobile layout, tracking, trust and offer clarity should be checked before scaling budget into a weak page.
A useful PPC account should become more efficient, not just more automated.
Define the commercial test
Agree the services, areas, conversion actions, budget boundaries and the signals that would count as a qualified result.
Launch with a controlled structure
Use campaign and keyword structure that makes it possible to understand where spend is going rather than mixing unrelated services into one opaque account.
Review what people actually search
Search-term data, location performance and conversion behaviour begin to show where the assumptions were right and where budget is leaking.
Improve the weakest part of the journey
That may be targeting, ad copy, bids, conversion tracking or the landing page. The optimisation should follow evidence rather than platform recommendations automatically.
Know who is controlling your advertising account.
Registered UK company
KYDOS DIGITAL LTD · Company number 16290693.
Manchester-based
Piccadilly Business Centre, Unit C Aldow Enterprise Centre, Blackett Street, Manchester M12 6AE.
Published PPC scopes
Starter, Comprehensive and Enterprise scopes are visible before a quote is requested.
Ad spend separated
The media budget should not be hidden inside the management fee.
Check KYDOS DIGITAL LTD on Companies House before giving any agency access to your advertising accounts.
Verify Company Details12 questions to ask a PPC or Google Ads agency in Manchester.
Is media spend separate from the management fee?
Who owns the ad account?
What counts as a primary conversion?
How will lead quality be reviewed?
Which campaign types are included?
Who writes and tests ad copy?
How are negative keywords managed?
Who fixes weak landing pages?
Which locations will be targeted or excluded?
How often is the account optimised?
What is out of scope?
What would make you increase or reduce spend?
A PPC proposal should make the commercial test easy to understand before any money is spent.
It should be possible to read the proposal and know what is being advertised, where the ads will run, what counts as a conversion, which campaign types are included, how often optimisation happens and which costs sit outside the management fee.
| Proposal item | What good clarity looks like |
|---|---|
| Campaign scope | The products/services, platforms and campaign types are named rather than hidden behind “full PPC management”. |
| Geography | The target area reflects where the business can serve customers, with exclusions considered where useful. |
| Conversion definition | Primary actions such as forms, calls, bookings or purchases are agreed before optimisation begins. |
| Budget structure | Agency fee and advertising spend are shown separately, with any landing-page or tracking work identified. |
| Optimisation cadence | The proposal explains how frequently the account is reviewed and what evidence changes the strategy. |
| Ownership | The business retains appropriate access to its ad account, conversion data and assets. |
Choose the model that can actually maintain the account after launch.
Campaign setup is only the beginning. Paid media needs search-term reviews, budget control, testing, tracking checks and landing-page feedback. The best delivery model is the one that can keep doing that work consistently.
| Model | Usually strongest when | Key question |
|---|---|---|
| PPC agency | You need specialist campaign management without hiring a full internal paid-media team. | Who owns landing-page and tracking fixes when they sit outside the ad platform? |
| In-house marketer | Paid media is a large, continuous acquisition channel and the business needs daily coordination with sales, product and creative teams. | Does the role have enough specialist PPC depth and time for ongoing optimisation? |
| Freelancer | The account is relatively focused and you want direct specialist access without a broader agency service. | Who covers analytics, web changes or creative when the campaign needs more than account optimisation? |
Already comparing management fees, agencies and account models?
Paid search management for businesses serving Salford, Stockport, Bolton, Oldham, Trafford, Wigan and Manchester.
Campaign geography should follow where the business can genuinely fulfil work and where qualified demand exists.
Questions Manchester businesses ask before hiring a PPC agency.
How much does PPC management cost with Kydos in Manchester?
Kydos PPC services are custom quoted because campaign scope depends on platforms, campaign types, conversion tracking, landing pages and optimisation requirements. Advertising spend is separate from the agency management fee.
What is included in the Starter PPC package?
The published Starter PPC scope includes Google Ads campaign setup, keyword research and basic A/B testing.
What is included in the Comprehensive PPC package?
Comprehensive includes all Starter features plus advanced audience targeting and retargeting, and multiple campaign types including search, display and shopping.
What is included in Enterprise PPC?
Enterprise includes a dedicated PPC strategist, weekly optimisation and reporting, and multi-platform campaigns across Google, Facebook and LinkedIn.
Is Google Ads spend included in the management fee?
No. Advertising spend is separate. The client provides the media budget while Kydos manages the agreed campaign scope.
Can Kydos manage Meta or LinkedIn ads too?
Yes. Multi-platform paid media is included within the published Enterprise PPC scope, which can cover Google, Facebook and LinkedIn campaigns.
Will Kydos set up conversion tracking?
Tracking requirements are agreed in scope. Paid media should be measured against useful conversion actions such as qualified form submissions, calls, bookings or purchases rather than clicks alone.
Can Kydos build or improve landing pages for PPC?
Yes. Kydos offers landing page and web-development services. If an existing page is weakening campaign performance, the page can be reviewed and separately scoped rather than continuing to buy traffic into a poor conversion journey.
Do you guarantee a cost per lead?
No. Cost per lead depends on auction competition, demand, offer quality, targeting, landing-page performance and lead criteria. Kydos can optimise the controllable parts of the account but cannot responsibly guarantee one universal CPL.
How do you decide which keywords to target?
Keyword selection should reflect commercial intent, service relevance, geography and budget. High-intent terms are prioritised while negative keywords are used to reduce irrelevant searches where appropriate.
Do you only manage PPC for Manchester businesses?
No. Kydos is based in Manchester and manages digital marketing for businesses across Greater Manchester and the wider UK.
What should I send before asking for a PPC quote?
Share your website, priority services/products, target locations, current ad accounts if applicable, indicative media budget, conversion goals and any existing analytics or CRM setup.
Tell us what you want paid media to generate.
Share the service or product, target locations, existing ad activity, indicative media budget and the action that counts as a useful conversion. We can recommend the smallest sensible PPC scope.