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How SEO and PPC Work Together
SEO and PPC: two of the most powerful search marketing strategies for driving traffic to your website and growing revenue. But in the battle for first position in the SERPs,…
Trusted by hundreds of businesses across the UK, Australia and Europe, Candidsky can help you achieve your business goals with a bespoke PPC (pay-per-click) strategy and management.
As a specialist PPC agency in Manchester, our comprehensive PPC services are designed to work seamlessly within your wider marketing mix, delivering laser-focused search and Performance Max campaigns through Google Ads and intelligent video and display placements.
Whether you’re a start-up looking to get off the ground or an established brand scaling into new markets, we’re here to help you generate consistent conversions from your ads.
Work with usWhen people are actively looking for something online, PPC places your business’s ad in the SERPS, allowing you to capture qualified, high-intent traffic the moment they start searching.
Unlike other channels where you cast a wide net and hope people will bite (or in this case, click), pay-per-click gives you the power to choose the keywords, the time, the device and ultimately the action you want them to take.
No matter the size of your business, a well-planned PPC strategy that aligns with your brand’s KPIs can:
PPC delivers a clear, measurable path to results by driving targeted, high-quality traffic to your site, connecting you with customers who are ready to buy, sign up, or get in touch — fast, efficiently, and effectively!
PPC targets the right audience with precise messaging and optimised landing pages, turning clicks into customers. Ongoing testing, refinement and bid adjustments lower your cost per acquisition (CPA) while increasing conversion rates.
From demographics, location, device, and time, to behaviour and interests, PPC campaigns can be tailored at a granular level, ensuring your ads appear to the people most likely to convert.
Pay-per-click reveals which keywords, demographics, devices, and messages perform best, offering actionable insights that inform wider marketing decisions and help you understand your audience like never before.
Even when users don’t click immediately, PPC keeps your brand visible across search engines, display and video platforms. This builds recognition, credibility, and top-of-mind awareness, setting the stage for future engagement and sales.
PPC doesn’t work in isolation. Paid media insights can inform SEO strategies, while cross-channel synergy ensures a consistent message, improved engagement, and maximised marketing ROI.
Successfully running PPC advertising involves understanding how different ad platforms and their auctions work, what the best campaign structure and keyword match types may be, and how to choose the right bidding strategy – and that’s just the tip of the iceberg!
Fortunately, our PPC and Google Ads management services will navigate this for you. Candidsky has the expertise to help you get your products and services in front of those who are ready to convert, and those who don’t yet know it!
We work with you to build targeted advertising campaigns that deliver in the here and now, while also evolving for future growth for the best possible returns. Here’s how we do it.
We start by diving deep into your business, analysing how customers search for your product or service and assessing competitor activity in your space. Using market data, keyword trends, and insights from your existing Google Ads or Analytics, we build a data-driven PPC strategy.
This covers campaign types (search, display, Performance Max, shopping or a combination), keyword selection, bidding, budget allocation, and audience targeting, while ensuring your messaging, branding, and KPIs align seamlessly to drive meaningful, measurable results from day one.
Work with usOnce campaign types, keywords, and match types are defined, we build structured campaigns designed for maximum relevance and efficiency, optimising for Google’s Quality Score and Ad Rank. Next, we align website structure and landing pages, as site content is key to how relevant Google deems your business to the user’s search intent.
We also craft persuasive ad copy that blends brand messaging and USPs with your objectives (sales, lead generation, or awareness), refine product feeds for shopping campaigns and develop creatives or videos for display and Performance Max. Every element is documented in detail and shared with a clear project timeline for review and approval.
Work with usOnce the campaigns have been set up and set live, we will closely monitor the search queries and display placements (if running) to make sure all traffic is relevant and that CPCs are in line with researched expectations.
During the initial period of adjustment, data is gathered as Google evaluates ad and landing page relevance. Budgets are managed in line with agreed allocations, while daily optimisations (bids, keywords, and creative performance) keep campaigns on track. Any actions will be shared weekly, so you’re always informed of how your PPC investment is performing.
Work with usPPC is constantly evolving, with automation, machine learning, and AI reshaping the world of advertising. As an experienced PPC agency, we stay ahead of these changes, scrutinise and test new features and integrate those that benefit your campaigns.
Our goal is to help you not only achieve your business objectives but also drive sustainable growth. By continuously analysing performance data and adapting strategies, we ensure your campaigns evolve alongside your business, delivering results today and preparing you for success tomorrow.
Work with usBecause our experts think beyond just clicks to generate the return you really want, we work with you to provide transparent PPC services and tangible results.
We create and manage tailored campaigns from our office across all paid media platforms – from search engines like Google and Bing, to social networks like Facebook and Instagram.
When combined with a robust SEO, or content marketing strategy, our PPC services in Manchester will give you the perfect formula for success. Get in touch to see how we can help your business grow through PPC advertising.
PPC works by targeting keywords to place digital ads in front of Google users when they are looking for a product or service. If your ad is highly relevant to what the searcher is looking for, it increases your chances of them clicking through to your website, and the click is what you pay for (hence the name pay-per-click).
SEO and PPC can be integrated to work better together, but both of these strategies do different jobs. SEO helps you gain traffic organically by ranking for key search terms, but it is generally considered a long-term digital marketing strategy. Whereas, PPC is a shorter-term strategy designed to help you get found by consumers who are looking for your products or services online right now, and be visible on a highly competitive search results page.
Google has a strength rating for its ads, and we’ll always aim for an excellent rating. It should accurately target keywords, include relevant information so the user knows exactly what they’re clicking on, and call out your business USPs to make you stand out amongst the competition. This will lead to higher click–through rates, more conversions, more sales and increased revenue.
If your Google ad campaign is not achieving your KPIs, then it may be time to tweak your ads, adjust your bid strategies or run a search query report. Regular monitoring ensures campaigns adapt to trends, competitor activity, and audience behaviour. To avoid wasting budget and resources, however, it’s always best to enlist the help of an experienced PPC agency, like Candidsky.
You can typically see immediate traffic and clicks within the first few hours or days. But for consistent results from your PPC campaign, it can take 1 to 3 months. The “learning phase” is a crucial stage, where Google’s algorithms gather data to optimise performance. After this, results become a lot more predictable and reliable.
SEO and PPC: two of the most powerful search marketing strategies for driving traffic to your website and growing revenue. But in the battle for first position in the SERPs,…
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