Paid media that pays for itself — and then some.
Google Ads, Meta Ads, LinkedIn Ads managed the way they should be: clean account architecture, disciplined bidding, tight conversion tracking, and zero budget waste. Google & Meta certified, 2.7x average ROAS across six years.
What PPC actually does for your business
Pay-per-click is the only acquisition channel where you can turn on revenue in 48 hours. Unlike SEO, which compounds over months, PPC is the scalable accelerator — as long as the unit economics work. Most accounts I audit are leaking 30–50% of budget before they place a single smart bid.
What pay-per-click is
You only pay when someone clicks. On Google that means buying your way to the top of a SERP for commercial queries; on Meta it means buying attention from audiences matched to your ideal customer profile.
How the auction actually works
Your rank = bid × Quality Score. That's why lazy advertisers overbid and well-run accounts don't. Moving Quality Score from 5 to 8 can cut your CPC in half for the same ad position.
PPC vs SEO — when each wins
Launch a product next week? PPC. Build a durable traffic asset? SEO. Test what converts before investing in content? PPC first, SEO second. The smartest strategies fund organic growth with paid-media cash flow.
Every Google Ads campaign type, and when to use it
Google Ads isn't one tool — it's six. Each campaign type targets a different stage of the customer journey with different creative, bidding, and measurement. Using the wrong type for your goal is the most common reason accounts underperform.
Search ads
Text ads on Google SERPs triggered by high-intent keywords. The workhorse of B2B and service businesses — the most direct link between spend and revenue.
Shopping ads
Product listings with image, price, and merchant name. E-commerce's best friend. Feed optimization does the heavy lifting; bidding does the rest.
Display ads
Image and HTML5 ads across 2M+ sites in Google's Display Network. Best for brand lift and remarketing; poor for direct conversion in most verticals.
YouTube ads
In-stream, bumper, and discovery ads across 2B+ monthly users. Great for awareness and product education; needs creative budget to perform.
Performance Max
Google's AI-driven campaign spanning Search, Shopping, Display, YouTube, Discover, and Gmail. Powerful when signals are strong; a budget sinkhole when they aren't.
Demand Gen
Visually-rich ads on YouTube Shorts, Discover, and Gmail. Replaces Discovery campaigns; best for DTC brands with strong creative pipelines.
Account structure decides whether your spend scales
A badly structured Google Ads account wastes 30–50% of its budget before any optimization decision gets made. Clean structure — tight ad groups, themed keywords, targeted landing pages, shared negative-keyword lists — is the difference between an account that scales and one that plateaus at ₹2L/month.
STAG structure & hagakure
Single Keyword Ad Groups (SKAGs) are dead. STAGs (single theme) group 5–15 closely related keywords. Hagakure (flat accounts with ML doing targeting) is Google's preferred structure for most accounts today.
- Theme-based ad groups with 5–15 keywords
- Shared negative-keyword lists at account level
- One dedicated landing page per ad group minimum
- Campaign-level budget and bid-strategy control
Negative keywords & match types
Match types control who sees your ad. Exact is surgical, phrase is targeted, broad + smart bidding is where modern accounts find scale. Negative keywords are your budget's immune system — ignored, they bleed spend.
- Weekly search-term report review
- Negatives at campaign AND account level
- Competitor names in brand-campaign negatives
- Informational queries blocked from commercial groups
Bidding strategy: the single biggest lever
Bidding strategy is the most consequential decision in any PPC campaign. The wrong strategy silently wastes 40–60% of budget. Manual CPC is mostly a relic; modern accounts run on Target CPA, Target ROAS, Maximize Conversions, and Maximize Conversion Value — if conversion tracking is airtight.
Untracked PPC is just gambling
Accurate conversion tracking is the most important engineering decision in paid media. Without it, smart bidding flies blind, reports lie, and the account optimizes toward the wrong outcomes. Every engagement starts with a full tracking audit.
GA4 + Google Tag Manager
GTM deploys tags without developer bottlenecks. GA4's event-based model captures every user action. The pair is the foundation of every modern paid-media setup.
Server-side tracking
Browser tracking is degrading fast — Safari ITP, iOS updates, ad blockers. Server-side GTM plus Enhanced Conversions rebuilds signal that client-side tracking loses.
Multi-touch attribution
Last-click credits the last ad; data-driven attribution credits every touchpoint. For long B2B cycles this is the difference between killing your best-performing campaigns and scaling them.
Full-stack paid media: the right channel for each goal
Google Ads owns search intent. Meta Ads owns audience targeting. LinkedIn Ads owns B2B decision-makers. TikTok and YouTube own attention for DTC. Full-stack strategy means picking the right mix for your funnel and your margins.
Meta Ads (Facebook + Instagram)
Advantage+ campaigns, retargeting, Custom Audiences, lookalikes. Creative-led — needs fresh creative every 2 weeks to avoid fatigue.
LinkedIn Ads
Premium CPCs (3–5x Google) but precision targeting by title, seniority, company size, industry. Essential for B2B SaaS and enterprise services.
The engagement playbook
Audit & diagnosis
Full account audit — structure, tracking, bidding, creative, negatives. Delivered as a prioritized action list.
Tracking rebuild
GA4, GTM, Enhanced Conversions, server-side where needed. Without this, optimization is theatre.
Account restructure
Clean campaign architecture, themed ad groups, shared negatives, dedicated landing pages.
Bid-strategy alignment
Right bidding strategy per campaign based on conversion volume and business goal.
Creative rotation
New ad copy and creative on a 2-week cadence. Tested, measured, winners scaled, losers killed.
Weekly optimization
Search-term reviews, bid adjustments, budget rebalancing, A/B tests — small wins compound.
PPC management packages
You own all campaigns and ad accounts — permanently. No lock-in, no long-term contracts.
Launch
For businesses starting paid media. Ad-spend up to ₹1.5L/mo.
- One platform (Google OR Meta)
- Account setup + conversion tracking
- Up to 3 active campaigns
- Weekly optimization
- Monthly performance report
Scale
For businesses scaling ₹2–10L/mo across multiple platforms.
- Multi-platform (Google + Meta + LinkedIn)
- Full tracking rebuild with GA4 + GTM
- Unlimited campaigns
- Creative brief & testing calendar
- Bi-weekly strategy calls
Enterprise
For ad budgets above ₹10L/mo or multi-market rollouts.
- Everything in Scale
- Server-side tracking deployment
- Custom attribution modeling
- Looker Studio dashboards
- Weekly strategy calls