PPC & performance marketing
Digital Otters manages paid search and paid social for cost per acquisition and pipeline — not impressions, not click volume, not whatever number makes the report look best. You own every account, you see every number, and we never mark up your media.
Platforms
Digital Otters is a global PPC management agency running Google Ads, Meta ads, LinkedIn Ads and TikTok Ads campaigns for B2B, SaaS and ecommerce businesses, with conversion tracking and landing page optimization included.
The diagnosis
Most underperforming ad accounts aren't failing because the creative is weak. They're failing in three places, and none of them are visible from inside the platform's own dashboard.
01
Broad match, plus Smart Bidding, plus whatever the Google rep recommended on the last call. It spends the budget, hits the impression share target, and quietly buys traffic that was never going to convert. Automation is a tool, not a strategy — it optimizes hard toward whatever you told it to, which is usually the wrong thing.
02
Form fills counted as conversions when a third are spam. Every whitepaper download weighted identically to a demo request. No offline import, so the algorithm never learns which leads became revenue. The platform then optimizes faithfully toward a bad signal, and performance degrades exactly as designed.
03
Reports showing cost per lead but never cost per qualified lead. Media spend and management fees blended into one invoice. Account access held by the agency. When the buyer can't audit the account, there's no pressure to fix any of the above.
Wasted spend calculator
Three numbers you already know. Drag them and see what a restructure could plausibly recover.
Estimated recoverable spend
An estimate based on the same conversion volume at your target cost per acquisition. The audit gives you the real number from your own account.
01 · Channel
Google Ads is where most accounts spend the majority of their budget and where most of the waste hides. As a Google Ads agency, our first job is usually subtraction: cutting the queries you're paying for that were never going to buy, before adding anything new.
02 · Channel
Meta rewards creative volume and punishes audience micromanagement — which is the reverse of how most accounts are run. As a Meta ads agency we spend more time on creative testing frameworks than on audience layering, because since Advantage+ and broad targeting matured, the creative is the targeting.
03 · Channel
The most expensive channel per click and, for B2B with a meaningful contract value, frequently the cheapest per closed deal. LinkedIn only makes sense above a certain deal size — below roughly $15,000 in annual contract value the maths rarely works, and we'll say so before you spend.
04 · Channel
BEHIND THE CAMPAIGN
What looks like a simple ad is backed by strategy, research, testing and constant optimisation. Each creative passes through our performance scanner—revealing the targeting, messaging, audience insights and conversion decisions working behind the scenes.
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What we do
Six components run in every Digital Otters paid program.
A full wasted-spend analysis with dollar figures attached, then a rebuild organised around how you make money rather than how the platform suggests.
GA4 and platform conversions validated end to end, server-side tagging where cookie loss bites, offline conversion import from your CRM, and lead quality scoring fed back into bidding.
Better traffic to a page that doesn't convert just wastes money faster. Our development team builds and iterates the pages, so this doesn't sit in your backlog as a ticket.
Structured testing with a documented hypothesis per test, not random variation.
Monthly pacing against target, with a forecast of what additional spend would realistically return before you commit it.
A live dashboard, open any day, showing cost per qualified lead — with media spend and management fee itemised separately.
The rebuild
Campaign — All Products — broad match · brand + non-brand mixed
Brand — isolated
capped budget, reported separately
Campaign — All Products (copy) — overlapping keywords, competing with itself
Non-brand — high intent
exact and phrase leading, by margin tier
Performance Max — catch-all — no brand exclusions
Non-brand — research intent
separate CPA target, own landing pages
Negative keywords — 14 terms, last edited 2 years ago
Performance Max — brand excluded
asset groups by category, same CPA target
Shopping — full feed — every SKU, any margin
Shared negative lists
maintained weekly from query mining
How we work
No black boxes and no six-month discovery. You'll know what we're doing, why it matters and what it's returning — from week one.
Week 1
We take read access to every account, quantify wasted spend in dollars, and document a baseline you can hold us to. The audit is yours as a written deliverable whether or not you continue.
Weeks 2–3
Conversion tracking is fixed first; nothing else matters until the data is trustworthy. Then the restructure ships and new campaign architecture goes live.
Weeks 4–8
Query mining, negative lists, bid adjustments, creative and landing page tests. This is where cost per acquisition usually starts moving meaningfully.
Month 3 onward
Once CPA is stable and predictable, we scale into what's working and expand channels or geographies. Scaling before unit economics are proven is how budgets get burned.
Ownership
You own everything. Always.
Every ad account, pixel, conversion action, audience list and creative asset is created under your ownership from the first day. We work inside your accounts by invitation. If we stop working together, you revoke our access and nothing else changes — no migration project, no data loss, no negotiation.
We also never mark up your media. You pay Google, Meta and Microsoft directly at their rates. Our management fee is a separate line item on a separate invoice, and you can verify your spend in your own billing any time you like.
Where we run
Certified, audited and reported the same way on every one of them — one spend plan across the set, not four agencies arguing about attribution.
Case studies
Three accounts we rebuilt, with the figure each was judged on. Same three questions every time, so they can be compared rather than admired.
B2B SaaS · Cybersecurity · US and CANADA
Situation
One shared budget across brand and non-brand, so brand’s cheap conversions were quietly paying for everything else’s.
What we did
Split brand into its own capped campaign, rebuilt non-brand by margin tier, and rewrote the negative lists from twelve months of query data.
Result
Cost per acquisition down 38% in eleven weeks, on the same monthly spend.
Ecommerce · Home and garden · US
Situation
Performance Max was absorbing branded searches and reporting them back as new revenue.
What we did
Excluded brand from Performance Max, rebuilt asset groups by category, and moved the feed onto margin-weighted custom labels.
Result
4.1× blended return at the same spend, with brand reported separately for the first time.
Lead generation · Professional services · US
Situation
Fourteen negative keywords, last edited two years earlier, against a six-figure annual budget.
What we did
Mined twelve months of search terms, built shared negative lists, and set a weekly review that runs off a saved report.
Result
$74k of annual spend redirected to terms that actually convert.
FAQ
Get clear answers about PPC campaign management, advertising costs, platforms, tracking, optimization, reporting and what to expect when working with a professional PPC agency.
PPC management services involve planning, creating, managing and optimizing paid advertising campaigns across platforms such as Google Ads, Microsoft Advertising, Meta Ads, LinkedIn Ads, YouTube Ads and other digital advertising networks. A professional PPC management agency handles keyword research, audience targeting, campaign structure, ad copywriting, bidding, conversion tracking, landing page recommendations and ongoing performance optimization. The goal is to generate more qualified leads or sales while improving return on ad spend.
SEO is a long-term investment, and results vary by market, competition and website condition. We focus on sustainable growth—not guaranteed rankings or shortcuts.
PPC INSIGHTS
Explore practical PPC management insights, paid advertising guides and campaign optimisation strategies for Google Ads, Meta Ads, LinkedIn Ads and TikTok Ads—written by the specialists managing campaigns every day.
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