PPC Management Workflow
6-phase systematic approach to optimize Google Ads campaigns, reduce cost per click by 35%, and double return on ad spend
B2B SaaS Campaign: 2x ROAS Achievement
We used this exact workflow for a B2B SaaS client. Here's the proof of what strategic, data-driven PPC optimization can achieve.
Campaign Performance Metrics
Business Impact
- 35% reduction in average cost per click
- 2x ROAS improvement (1.8x to 3.6x)
- 196% increase in conversion rate
- $45,000 in wasted spend eliminated annually
Key Campaign Optimizations Implemented
The 6-Phase PPC Management Workflow
Systematic, data-driven process that delivers consistent results for every Google Ads campaign.
PPC Campaign Flow
Audit → Keywords → Structure → Ad Copy → Landing Pages → Optimization
Account Audit
Comprehensive analysis of existing Google Ads account structure, performance metrics, and wasted spend to identify optimization opportunities and strategic improvements.
What Happens
- • Review current account structure and organization
- • Analyze historical performance data and trends
- • Identify wasted spend and negative ROI campaigns
- • Audit quality scores and ad relevance
- • Assess conversion tracking implementation
- • Review competitor ad positioning and strategies
- • Document quick wins and priority fixes
Deliverables
- Account Audit Report
- Wasted Spend Analysis
- Quality Score Assessment
- Optimization Priority Roadmap
Keyword Research
Strategic keyword analysis to identify high-intent, profitable search terms with optimal bid opportunities and competitive positioning for maximum ROAS.
What Happens
- • Identify high-intent commercial keywords
- • Analyze search volume and competition levels
- • Research competitor keyword strategies
- • Discover long-tail opportunity keywords
- • Categorize keywords by intent and funnel stage
- • Estimate bid ranges and cost projections
- • Build comprehensive negative keyword lists
- • Map keywords to landing pages
Deliverables
- Target Keyword List with Intent Mapping
- Negative Keyword Strategy
- Bid Estimation and Budget Allocation
- Competitor Keyword Intelligence
Campaign Structure
Build organized, scalable campaign architecture with proper ad group segmentation, budget allocation, and bidding strategies for optimal performance and control.
What Happens
- • Design campaign hierarchy and structure
- • Create tightly themed ad groups
- • Set up conversion tracking and goals
- • Configure bid strategies and budget allocation
- • Implement ad scheduling and geo-targeting
- • Set up audience targeting and exclusions
- • Configure ad extensions and sitelinks
- • Establish quality score optimization framework
Deliverables
- Campaign Structure Blueprint
- Ad Group Organization
- Conversion Tracking Setup
- Bidding Strategy Configuration
Ad Copy Creation
Write compelling, high-converting ad copy with strong calls-to-action and unique value propositions that resonate with search intent and drive qualified clicks.
What Happens
- • Write compelling headlines with keywords
- • Craft persuasive description lines
- • Develop unique value propositions per ad group
- • Create strong, action-oriented CTAs
- • Write ad copy variations for A/B testing
- • Optimize ad copy for quality score
- • Include relevant ad extensions copy
- • Ensure policy compliance and best practices
Deliverables
- High-Converting Ad Copy (3-5 variations per group)
- Ad Extension Copy (Callouts, Sitelinks)
- A/B Testing Variations
- Quality Score Optimization Copy
Landing Page Optimization
Optimize landing pages for conversion with message match, clear value propositions, compelling CTAs, and fast load times that align with ad promises.
What Happens
- • Ensure message match between ads and landing pages
- • Optimize headlines and value propositions
- • Streamline conversion forms and CTAs
- • Improve page load speed and mobile responsiveness
- • Add trust signals and social proof
- • Implement clear visual hierarchy
- • Remove distractions and unnecessary navigation
- • Set up conversion tracking pixels
Deliverables
- Optimized Landing Pages
- Conversion Rate Optimization Report
- Mobile Responsiveness Audit
- Page Speed Optimization
Ongoing Optimization
Continuous monitoring, testing, and optimization of campaigns based on performance data to maximize ROAS, reduce CPC, and scale profitable campaigns.
What Happens
- • Monitor daily performance metrics and spend
- • Adjust bids based on conversion data
- • Add negative keywords to reduce waste
- • Test new ad copy variations
- • Optimize landing page conversion rates
- • Scale winning campaigns and ad groups
- • Pause underperforming keywords and ads
- • Implement advanced bid strategies and automation
Deliverables
- Weekly Performance Reports
- Optimization Recommendations
- A/B Test Results and Winners
- Quarterly Strategic Review
Success Criteria & PPC Performance Targets
Measurable goals aligned with PPC best practices and business ROI.
| Metric | Before | Target | Business Impact |
|---|---|---|---|
| Cost Per Click (CPC) | $3.50-5.00 | $2.00-3.00 | Lower customer acquisition costs |
| Click-Through Rate (CTR) | 1.5-2% | 4-6% | Higher ad relevance and quality scores |
| Quality Score | 4-6/10 | 8-10/10 | Lower CPCs and better ad positions |
| Conversion Rate | 2-3% | 5-8% | More leads from same traffic |
| Return on Ad Spend (ROAS) | 1.5-2x | 3-4x | Higher profitability per dollar spent |
| Wasted Spend | 30-40% | <10% | Budget focused on converting keywords |
Calculate Your PPC Optimization ROI
Strategic PPC optimization delivers measurable ROI through reduced costs and improved conversions. Here's how we calculate impact.
Reduced Cost Per Click
Higher quality scores and optimized bidding strategies reduce average CPC by 35%, stretching ad budget further.
Improved Conversion Rates
Optimized landing pages and ad copy match increase conversion rates from 2% to 5-8%, multiplying lead volume.
Eliminated Wasted Spend
Strategic negative keywords and campaign optimization eliminate 30-40% of wasted spend on non-converting searches.
Increased ROAS
Combined optimizations increase return on ad spend from 1.5x to 3-4x, doubling campaign profitability.
Average PPC Optimization ROI
Strategic optimization typically doubles return on ad spend while reducing cost per click by 35%.
Frequently Asked Questions
How long does it take to set up a Google Ads campaign?
Initial setup takes 4-6 hours including account audit, keyword research, campaign structure, ad copy creation, and landing page optimization. This comprehensive approach ensures campaigns launch with solid foundations. You'll see initial results within days, with significant improvements within 2-4 weeks as we gather data and optimize.
What agents are involved in PPC management?
Four specialized agents collaborate: seo-strategist (keyword research and campaign structure), content-copywriter (ad copy and landing page optimization), data-analyst (performance monitoring and account audit), and experiment-manager (A/B testing and ongoing optimization). Each brings expertise to maximize campaign performance.
How much should I budget for Google Ads?
Budget depends on industry, competition, and goals. Most B2B businesses start with $2,000-5,000/month to gather meaningful data. We recommend at least 30-50 clicks per day to optimize effectively. During setup, we analyze your market and provide data-driven budget recommendations based on keyword costs and conversion goals.
What is a good ROAS for Google Ads?
A good ROAS varies by industry and business model. For e-commerce, 4x is solid. For B2B with high customer lifetime value, even 2x can be profitable. We focus on profit, not just revenue. Our optimization process typically achieves 3-4x ROAS by reducing wasted spend, improving quality scores, and optimizing conversion paths.
How do you improve Google Ads quality scores?
Quality scores improve through three main factors: 1) Ad relevance—tight keyword-to-ad matching in focused ad groups, 2) Expected CTR—compelling ad copy that drives clicks, 3) Landing page experience—fast, relevant pages that match ad promises. Our workflow addresses all three systematically, typically improving scores from 4-6 to 8-10.
Can you take over an existing Google Ads account?
Absolutely. We start with a comprehensive account audit (Phase 1) to identify wasted spend, structural issues, and quick wins. Most accounts have 30-40% wasted spend we can eliminate immediately. We'll provide a detailed audit report showing exactly what we'll fix and projected ROI improvements before making any changes.
Ready to Reduce CPC by 35% and Double Your ROAS?
Get a free Google Ads account audit. We'll analyze your current campaigns and show you exactly where you're wasting spend and how to improve ROAS.