PPC management: Google Ads and Microsoft Ads

PPC (pay-per-click) advertising means you pay each time someone clicks your ad. Tussle Digital manages these campaigns for you, from keyword research and ad copy to conversion tracking and reporting. We focus on meeting your target cost per sale or lead.

Google Ads helps buyers find your website who would not easily find it through search engine optimisation alone. Our team combines campaign management with strong copy and creative.

Our process has three core steps.

1. Keyword research and competitor ads analysis. We analyse your industry to find high-performing keywords and review competitor strategies, so your ads reach the right audience.
2. Campaign creation and ad copy. We structure campaigns and write ad copy built to earn clicks and return on investment.
3. Detailed reporting and team meetings. You get transparent, data-driven reports and regular meetings covering performance, insights and next steps.

• Paid campaign analysis and implementation. With an established account, we analyse historical data to find what works and adjust other elements to match. We then tune bidding options, ad text, keywords and destination links to your objectives, to drive as many leads and sales as possible per dollar spent.
• Conversion tracking and ROI analysis. We set up analytics and reporting that show which keywords produce leads or sales and which do not, so we concentrate on the best performers and precise phrases.
• Search network advertising. We keep adjusting ads, bids and keywords to reflect the most promising traffic.
• Ad variation and A/B testing. We test multiple ads to see which lift click-through and conversion rates. We also test copy variations and landing pages.
• Monthly maintenance. Every part of the account is reviewed monthly to find what needs improvement.

Microsoft Ads (also called Bing Ads) lets us bid for placements across search engines, in the same way as the Google Search Network. The Bing network includes Bing, Yahoo! and AOL.

Our search engine marketing (SEM) specialists run Google Ads and Microsoft Ads together. We learn what makes your business unique, then choose the tactics that fit. The service scales, so we can help identify achievable gains year on year or campaign by campaign.

Shopping Ads promote your products directly in search results. We optimise your product feed, structure data-driven campaigns and work to improve visibility, click-through rate (CTR) and conversions so you can lift return on ad spend (ROAS).

1. Product feed optimisation. We optimise product titles, descriptions, GTIN/MPN, images, categories and custom labels to improve visibility and relevance.
2. Shopping campaign setup. We build segmented Shopping campaigns that target high-intent buyers at the right moment.
3. Continuous optimisation and scaling. Ongoing monitoring and bid optimisation help your best-selling products scale profitably.

For store-level work see Shopify and eCommerce growth.

Performance Max is Google's AI-powered campaign type. It reaches people across Search, Display, YouTube, Discover, Maps and Gmail. We design the assets, build audience signals and connect product feeds.

1. Creative assets and audience signals. Visuals, copy and signals that guide Google's AI towards better targeting.
2. Conversion tracking and attribution setup. Accurate tracking so PMax can learn and optimise.
3. Optimisation and scaling strategy. We review insights, asset performance and conversion paths, then scale the top-performing segments.

A PPC audit finds hidden issues, wasted spend and missed opportunities in your Google Ads and Microsoft Ads accounts. We review campaigns, keywords, bidding strategy, ad relevance, quality scores and tracking setup, then give you a clear roadmap to improve performance and ROAS.

1. Campaign structure and keyword review. We evaluate search terms, match types, quality score and ad relevance.
2. Conversion tracking and analytics audit. We fix tracking problems, missing events and attribution errors, and check the GA4 integration.
3. Detailed action plan and recommendations. You receive an audit report with steps to reduce cost and increase ROI.

Learn more about the PPC audit program.

PPC leads need follow-up. We set up CRM systems, integrate marketing tools and build automated workflows to improve lead nurturing, sales efficiency and conversion rates.

1. CRM setup and custom integration. Pipelines, custom fields, automations and integrations for Zoho, HubSpot, Ontraport, ActiveCampaign and more.
2. Lead nurturing and workflow automation. Automated journeys, email sequences, scoring models and follow-up systems to convert leads faster.
3. Dashboard and performance reporting. Real-time dashboards tracking leads, conversions, revenue and campaign performance.

See CRM and automation and our HubSpot work. For channel mix beyond paid search, see performance marketing.

Tussle Digital has offices in Sydney and Gurugram. See the results we have delivered.