Digital Marketing
PPC & Cross-Channel Paid Advertising
Paid advertising can generate qualified traffic immediately, but only if audiences, creative, and tracking are set up correctly across every channel involved. This service covers planning and running paid campaigns across the platforms that matter to your audience.
PPC and cross-channel paid advertising covers planning, building, and optimizing paid campaigns across the advertising platforms relevant to your audience - which may include Google, Meta (Facebook and Instagram), and LinkedIn together rather than in isolation. This differs from the Google Ads service, which focuses specifically on Google's search and Performance Max products; this broader service coordinates strategy, budget, and creative across multiple platforms at once.
Work starts with defining who the campaign should reach and what a successful outcome looks like, then builds campaign structure, targeting, and creative for each platform's specific strengths - Meta and LinkedIn typically excel at audience targeting and visual storytelling, while Google search captures active intent. Remarketing, which re-engages people who already showed interest, is a standard component because it usually delivers a strong return relative to cold-audience spend.
Buyer fit
Is this the right service for you?
Cross-channel paid advertising fits businesses that need immediate, controllable traffic and can benefit from more than one advertising platform.
Good fit when
- Businesses that need traffic and leads now rather than waiting for organic channels to build.
- Companies whose audience is reachable across multiple platforms - for example, LinkedIn for B2B decision-makers and Meta for broader awareness.
- E-commerce and lead-generation businesses that want to systematically test offers, audiences, and creative.
- Teams that already have some paid media running but lack a coordinated, cross-channel strategy or clear reporting.
Less suitable when
- Businesses that want to focus exclusively on Google Search and Performance Max - see Google Ads for that specific, narrower scope.
- Very early-stage businesses without a validated offer or landing page, where budget may be wasted testing an unclear proposition.
- Organic-only goals with no budget for media spend, better served by SEO, content, or social media marketing.
Scope
What's included
A cross-channel program typically includes strategy, setup, and ongoing optimization across the agreed platforms.
Channel and audience strategy
Deciding which platforms and audiences to prioritize based on where your buyers actually are.
Campaign structure and setup
Building campaigns, ad groups or ad sets, and targeting across each selected platform.
Creative coordination
Ad copy and creative direction coordinated with the design and content team for each platform's format.
Remarketing
Campaigns that re-engage previous site visitors or engaged audiences across platforms.
Conversion tracking
Tracking set up so results are measured by actual conversions, not clicks alone.
Testing and optimization
Structured tests on audiences, creative, and offers, with budget shifted toward what performs.
Not included in this service
- • Advertising spend itself, which is paid directly to each platform by the client and kept separate from management fees.
- • Landing page design and development, coordinated with but delivered under website or UI/UX services unless bundled.
- • Guaranteed cost-per-result figures, since platform auctions and market conditions change results over time.
Process
How the work happens
Paid programs run on a testing and optimization cycle after initial setup.
- 1
Strategy
Define goals, audiences, and which platforms deserve budget based on where buyers actually convert.
- 2
Setup
Build campaign structure, tracking, and creative across the selected platforms.
- 3
Launch
Go live with a defined testing plan for audiences, creative, and offers.
- 4
Optimization
Review performance regularly and shift budget toward what is working.
- 5
Reporting
Report results against the agreed goals and cost metrics on a set cadence.
Decision support
Cross-channel PPC or Google Ads only?
This depends on where your buyers actually spend time and how they research or decide.
| Situation | Recommended path | Why |
|---|---|---|
| Buyers actively search for your solution on Google | Google Ads (this can be sufficient alone) | Captures active intent efficiently |
| Buyers also research on LinkedIn or social platforms | Cross-channel PPC (this page) | Reaches buyers earlier in their research |
| Need coordinated retargeting across every touchpoint | Cross-channel PPC with unified remarketing | Requires shared tracking across platforms |
Measurement
How results are checked
Paid campaigns are judged by defined conversion metrics agreed before launch, not vanity metrics like impressions alone.
- Cost per qualified lead or purchase is tracked per platform and per campaign.
- Conversion tracking is verified to be firing correctly before spend scales.
- Creative and audience tests are evaluated on statistically meaningful data, not early noise.
- Budget allocation is reviewed regularly against actual platform performance, not left static.
Engagement factors
What affects scope and pricing
Scope and management fees are shaped mainly by these factors.
- Number of platforms being actively managed together.
- Monthly ad spend level, which affects the complexity and time required for optimization.
- Number of distinct campaigns, audiences, and creative variations being tested.
- Whether landing pages need to be built or optimized alongside the campaigns.
FAQ
Common questions about ppc management
Do you manage our ad spend, or just charge a management fee?
Ad spend is paid directly to each advertising platform by the client; our fee covers strategy, setup, and ongoing management, keeping media budget fully transparent and in your control.
Which platforms should we advertise on?
This depends on your audience and goals; the initial strategy phase identifies which platforms are likely to perform best before committing budget broadly.
How quickly will we see results?
Paid campaigns can generate traffic immediately, but reliable performance data typically needs a short testing period to gather enough data for confident optimization decisions.
What is remarketing and do we need it?
Remarketing shows ads to people who already visited your site or engaged with your content; it usually performs efficiently because the audience already has some familiarity with your business.
How is this different from Google Ads as a standalone service?
Google Ads focuses specifically on Google Search and Performance Max; this service coordinates strategy and budget across Google alongside Meta, LinkedIn, or other platforms as needed.
Related services
Relevant industries
Ready to talk about ppc management?
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