PPC management for Kent businesses
PPC, or pay per click, means paying to appear when someone searches for what you do, and paying when they click. For most local businesses that means Google Ads search campaigns for the services and areas that bring profitable work, with tracking that shows which clicks became enquiries. Online shops add Shopping and Performance Max. Zatheo is a Kent team based in Ashford, and we set up and manage PPC for businesses across the county and the UK. Start with a free 30-minute call.
What PPC management covers
A Google Ads account that brings in work depends on a handful of things working together:
- Keywords and areas: the searches that lead to paid work, in the places you cover, with negative keywords to cut the rest
- Ads: written for each service, so the ad matches what the person searched
- Landing pages: a page built for the ad, not your homepage
- Tracking: calls and form enquiries recorded as conversions, so Google optimises for enquiries rather than clicks
- Management: regular search term reviews, bid and budget changes and new ads to test
If you already run ads, we start with an audit. If you do not, we start with the tracking.
Search, Shopping and Performance Max
We work in three Google Ads campaign types. Search puts you in front of people already looking for what you do. Shopping shows your products, prices and photos to people searching for them. Performance Max runs across Google’s channels from one campaign and works best with good conversion data and a clear product feed. We:
- audit your current account: structure, keywords, search terms, bids, tracking and landing pages
- plan keywords and areas around the jobs that are worth paying for
- write ads for each service and area you cover
- set up call and form tracking, so you can see which keywords bring real enquiries
- set up Shopping campaigns for online shops, using clean product data from your store through Google Merchant Center
- add Performance Max where it fits, with your own conversion goals and audience signals, and check it is not just taking credit for searches for your brand name
- review search terms and budgets regularly, and cut what is not working
Before you start, read our 10-step guide to Google Ads for small businesses.
Zatheo, founded 2019, Ashford.
Some of the businesses we have built websites for
Most wasted spend is in the search terms
The keywords in an account are not the same as the searches people actually type. Loose matching lets Google show your ad for searches that look related but never lead to work: job hunters, DIY questions, people in the wrong area. We read the search terms report, add negative keywords and tighten matching before we spend more. It is unglamorous work, and it is where a lot of wasted budget goes.
Landing pages built for the ad
Sending a paid click to your homepage asks the visitor to find their own way. A page that matches the search, explains the offer, the area you cover and the next step, and keeps the form short, usually does more with the same budget. Building or improving those pages is part of the work; see conversion rate optimisation.
Fast follow-up makes every click count
A paid enquiry that waits until the end of the day can easily go to whoever replied first. We can connect your ad leads to a CRM with instant alerts, missed-call text back and follow-up messages, so the enquiries you pay for get an answer while the customer is still deciding. See automation and lead handling.
PPC for local businesses in Kent
Most local businesses serve an area, not the whole country, so the location settings matter as much as the keywords. We target the towns and postcodes you actually cover, from Ashford and Canterbury to Maidstone, Folkestone and Hythe, and exclude the places you do not. For urgent, high-value jobs such as alarm faults, see our page on Google Ads for fire and security companies. For trades, see marketing for construction firms and trades.
How we measure PPC
We judge campaigns on enquiries and sales and what each one cost, not on clicks or impressions. You get a plain-English report covering enquiries and sales from each campaign, the cost per enquiry, which keywords and ads are working and which are not, and what we changed and plan to change next.
PPC works well alongside SEO, because search term data shows which searches deserve a page of their own. For Facebook and Instagram, see Meta ads. For how we plan paid work across both, see paid media.
FAQs
Book a free 30-minute call
Tell us a little about your business in a short form, then pick a time for a free 30-minute call. We will look at your current Google Ads account, or what clicks are likely to cost for your services if you have not run ads before, and give you an honest view.
