PPC success is often judged by results alone. Lower costs, more leads, higher return on ad spend. While outcomes matter, they rarely tell the full story.

Behind consistent performance is a structured, ongoing process. A good PPC agency does far more than adjust bids or launch ads when something goes wrong. Monthly work is deliberate, strategic, and focused on long-term improvement.

Here is what a good PPC agency should actually be doing each month.

Performance Review and Analysis

Every month should start with a clear review of performance. This goes beyond surface-level metrics such as clicks or impressions.

A good agency analyses trends in conversions, cost per acquisition, conversion rate, and revenue. Performance is reviewed against previous periods, targets, and business objectives. Insights are used to shape priorities and next steps, not just populate reports.

Search Term and Traffic Quality Review

Search term analysis is essential for controlling spend and improving efficiency.

A good PPC agency reviews how users are triggering ads, adds negative keywords where needed, and identifies new high-intent opportunities. This is particularly important when using broader match types and automated campaigns.

Improving traffic quality protects budget and supports better conversion rates.

Bid and Budget Management

Bids and budgets should evolve with performance and commercial priorities.

A good agency reviews bidding strategies regularly, adjusts targets where appropriate, and reallocates budget to the campaigns and products driving the strongest returns. Budget pacing is monitored to ensure spend remains controlled and aligned with goals.

Ad Copy Testing and Refreshing

Ad performance declines over time if messaging is not refreshed.

Each month, a good PPC agency tests new ad copy, whether that means refining value propositions, improving calls to action, or better aligning ads with search intent and landing pages. Testing is structured and learning-led, not random.

Feed Management and Optimisation

For ecommerce and feed-based campaigns, product data quality is critical.

A good agency reviews product feeds regularly, improving titles, descriptions, categorisation, and attributes to increase visibility and relevance. Feed issues are identified early, and optimisations are prioritised to support Shopping and Performance Max performance.

Performance Max Asset Group Development

Performance Max campaigns rely heavily on strong creative inputs.

A good PPC agency builds and refines asset groups each month, ensuring messaging is aligned to products, categories, or audiences. Assets are reviewed for coverage, relevance, and performance, with underperforming combinations refreshed and tested.

Campaign and Account Structure Optimisation

As accounts mature, structure becomes increasingly important.

A good agency reviews campaign setup to ensure it still supports control, scalability, and effective use of automation. Structural improvements often unlock performance gains that bid changes alone cannot achieve.

Website Data Analysis and Conversion Tracking

PPC does not exist in isolation from the website experience.

Each month, a good agency analyses website data such as bounce rates, engagement, and conversion paths to identify friction points affecting performance. Tracking is checked to ensure data accuracy and alignment with meaningful business actions.

Website Improvement Recommendations

Insights from PPC and website data should lead to practical recommendations.

A good PPC agency suggests changes to landing pages, messaging, page speed, or conversion flows to improve performance. Even small improvements in user experience can significantly increase PPC efficiency without increasing spend.

Testing and Experimentation

Growth requires testing.

A good agency runs controlled experiments across bidding strategies, audiences, creative, feeds, or landing pages. Tests are prioritised by impact and risk, and learnings are documented and applied.

Communication and Strategic Guidance

Clear communication underpins everything.

A good PPC agency explains what is happening, why decisions are being made, and what to expect next. They provide strategic guidance, not just reports, helping clients make informed decisions about budget, growth, and wider marketing activity.

Final Thoughts

A good PPC agency is defined by purposeful, informed action. Monthly work should balance optimisation, testing, data analysis, and strategic thinking.

If an agency cannot clearly explain what they do each month, or how it contributes to performance, long-term results are unlikely to follow.

Consistent growth comes from consistent, well-executed effort.

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