What should PPC management for Wigan actually control?
The agency should control the campaign structure, targeting, keyword intent, ad testing, budget allocation and optimisation inside the agreed scope, while the business retains visibility into media spend, conversion quality and account ownership.
Starter covers Google Ads setup, keyword research and basic testing. Comprehensive adds advanced targeting, retargeting and multiple campaign types. Enterprise adds a dedicated strategist, weekly optimisation/reporting and Google, Facebook and LinkedIn campaigns.
Compare management scope before comparing fees.
Google Ads foundation
Custom Quote
- Google Ads campaign setup
- Keyword research
- Basic A/B testing
More targeting + formats
Custom Quote
- Everything in Starter
- Advanced 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 the Kydos management fee.
A wider Greater Manchester catchment should not make the campaign geography vague.
A business may serve Wigan town centre, Leigh, Standish, Hindley, Atherton and Manchester, or only a much tighter catchment. The campaign should reflect fulfilment reality rather than simply targeting all of Greater Manchester because the platform makes it easy.
If lead quality differs by area, geography can become part of the optimisation. If it does not, splitting the account into too many tiny local campaigns can make learning slower and management more complicated.
Kydos is based in Manchester and manages campaigns for Wigan businesses. We do not imply a physical Wigan office.
Map the real service radius.
Use actual search/customer evidence.
Review qualified conversions, not just clicks.
Scale only when evidence supports it.
Know how much goes to Google and how much goes to management.
A PPC proposal should separate the agency fee from the advertising budget. Otherwise two quotes can appear similar while sending very different amounts of money into the actual auction.
Management
Strategy, setup, testing, optimisation and reporting inside the agreed scope.
Media spend
The budget paid to Google, Meta, LinkedIn or another advertising platform.
Separate production
Landing pages, development or additional creative should be clear if they sit outside management.
Clicks are not the KPI if the business needs leads.
Primary conversions should represent meaningful actions such as a qualified form submission, phone call, booking or purchase. Secondary actions can help diagnose the journey, but they should not inflate lead reporting.
| Signal | How to treat it |
|---|---|
| Qualified form submission | Primary conversion when it reflects a genuine enquiry. |
| Phone call | Primary conversion when call quality can be reviewed. |
| CTA click or form start | Useful supporting signal, not automatically a lead. |
| Page view | Diagnostic behaviour, not a conversion by itself. |
A campaign can look efficient while paying for the wrong people.
Search-term reviews show what users actually typed. Negative keywords, geography and landing-page relevance should work together to reduce irrelevant research, jobs, unsupported services and low-fit searches where appropriate.
Intent
Prioritise terms that signal comparison, purchase, quote or service need.
Exclusions
Reduce spend on clearly irrelevant searches without blocking useful discovery prematurely.
Quality
Use CRM/sales feedback where possible to learn which terms produce good enquiries.
Sometimes the ad account is not the bottleneck.
If a high-intent Wigan visitor lands on a vague, slow or untrustworthy page, bidding harder cannot solve the conversion problem. Kydos can separately scope landing-page or website work when the destination page needs fixing.
Check the offer and form journey.
Make sure the page explains the service, location relevance, proof and next action before buying more traffic.
Check tracking still works.
Form, call and booking events should be re-tested whenever the website or landing page changes.
The account should become more selective as data accumulates.
Define the test
Services, geography, media budget, conversion actions and lead-quality expectations.
Launch a controllable structure
Keep campaigns organised enough to understand which services and searches consume budget.
Review search terms and geography
Remove waste and identify where good conversions are actually coming from.
Fix the weakest part
That may be keywords, bids, conversion tracking, ad copy or the landing page.
Verify who will control your paid-media accounts.
Registered UK company
KYDOS DIGITAL LTD · 16290693.
Manchester-based
Real address at Piccadilly Business Centre, Manchester M12 6AE.
Published PPC scopes
Starter, Comprehensive and Enterprise differences are visible.
Ad spend separated
Media budget is not hidden inside the management fee.
You should understand the commercial test before approving the first pound of spend.
A useful proposal makes the campaign structure visible. It should name the services being advertised, the geography, the conversion actions, the campaign types, the management cadence and the costs that sit outside the fee.
| Proposal item | What to look for |
|---|---|
| Service scope | The actual products/services and campaign types are named rather than hidden inside “full PPC management”. |
| Geography | Wigan and wider Greater Manchester and wider areas are included only where the business can realistically serve them. |
| Conversion definition | Forms, calls, bookings or purchases are agreed before optimisation begins. |
| Budget | Agency management and media spend are clearly separated. |
| Landing pages | The proposal states who improves destination pages if they are holding the account back. |
| Reporting | Lead quality, search terms and commercial outcomes are reviewed alongside platform metrics. |
Paid media needs ongoing ownership after the campaign is launched.
The right model depends on account complexity, internal resource and how closely paid media needs to coordinate with the website, CRM and sales team.
| Model | Often strongest when | Key question |
|---|---|---|
| PPC agency | You need specialist campaign management plus access to broader website, tracking or creative support. | Which related services are included and which are separately scoped? |
| Freelancer | The account is focused and you want direct specialist access with lower organisational overhead. | Who handles analytics, development and landing-page work when issues sit outside the ad account? |
| In-house paid-media lead | Spend is large enough to justify daily internal ownership and close coordination with sales/product teams. | Does the role have sufficient specialist depth and time for continuous optimisation? |
Your business should not lose its campaign history when it changes provider.
Where platform structure allows it, the business should retain appropriate ownership and administrator access to advertising accounts, conversion data and key assets. An agency may need management access, but the client should understand exactly what happens if the relationship ends.
This also applies to analytics, landing pages and CRM data. The more paid media is connected to the rest of the customer journey, the more important it becomes to document which accounts belong to the business and which tools are supplier-specific.
Ask who creates the account and who owns it.
A clean answer now can prevent expensive migration problems later.
Budget should scale because the evidence is improving, not because the platform recommends it.
A larger budget can generate more data, but it can also amplify a weak offer, poor targeting or low-converting landing page. Before spend increases, the business should be able to see that conversion tracking is trustworthy, lead quality is acceptable and there is additional demand worth buying.
Tracking stable?
Primary conversions are firing correctly and not inflated by soft actions.
Lead quality acceptable?
The sales team recognises enough conversions as genuine opportunities.
More demand available?
Search impression share, keyword coverage or profitable audiences suggest additional budget can be used intelligently.
Do not mix every service and audience into one campaign just because it is easier to set up.
When several services have different values, search behaviour or landing pages, they often need enough separation to control budget and measure performance. The same applies when a business serves Wigan and wider Greater Manchester differently. Structure should make the account easier to learn from, not more complicated for its own sake.
Separate by commercial logic
Services with different margins, conversion actions or intent may deserve separate budget control.
Keep data usable
Too many tiny campaigns can slow learning. Split only when the distinction changes a decision.
Match the landing page
The ad promise, keyword intent and destination page should tell the same commercial story.
12 questions to ask a PPC agency serving Wigan.
Is media spend separate?
Who owns the ad account?
What counts as a conversion?
How will lead quality be reviewed?
Which campaign types are included?
How are negative keywords handled?
How is Wigan vs Manchester targeting decided?
Who fixes a weak landing page?
How often is the account optimised?
What reporting is included?
What is out of scope?
What evidence would make you increase spend?
Compare management, prices and shortlist questions separately.
Questions Wigan businesses ask before hiring a PPC agency.
How much does PPC management cost with Kydos for a Wigan business?
PPC management is custom quoted. Advertising spend is separate from the Kydos management fee.
What is included in Starter PPC?
Google Ads campaign setup, keyword research and basic A/B testing.
What is included in Comprehensive PPC?
Starter plus advanced audience targeting/retargeting and multiple campaign types including search, display and shopping.
What is included in Enterprise PPC?
A dedicated PPC strategist, weekly optimisation/reporting and multi-platform campaigns across Google, Facebook and LinkedIn.
Does Kydos have a Wigan PPC office?
No. Kydos is Manchester-based and serves Wigan. We do not invent a local office location.
Can you target Wigan separately from Manchester?
Yes, when the campaign or service area justifies it. Geography can be split by campaign, radius, postcode or other platform options where useful, but the account should not be fragmented simply to create more local labels.
Is ad spend included in the management fee?
No. Media spend is separate so you can see what is paid to the platform and what is paid for management.
Will Kydos track calls and forms?
Conversion tracking requirements are agreed in scope. Useful paid-media measurement should focus on genuine actions such as qualified forms, calls, bookings or purchases rather than clicks alone.
Can Kydos improve a weak landing page?
Yes. Landing pages and web development can be separately scoped when the destination page is limiting campaign performance.
Do you guarantee a cost per lead?
No. CPL depends on competition, offer, targeting, landing-page quality and lead criteria. Kydos optimises the controllable parts but cannot guarantee one fixed CPL.
Can Kydos manage Meta or LinkedIn ads?
Yes. The published Enterprise scope includes multi-platform campaigns across Google, Facebook and LinkedIn.
What should I send before requesting a PPC quote?
Share the website, service/product, Wigan/Greater Manchester service area, current account if any, indicative media budget and the action that counts as a useful lead or sale.
Tell us what paid media needs to generate.
Share the service or product, Wigan/Greater Manchester service area, indicative ad budget and the action that counts as a useful conversion. We can recommend the smallest sensible PPC scope.