Last updated: September 2026 · Answers by Andrew Gorton, freelance PPC specialist
Straight answers to the questions I’m asked most about PPC, Google Ads and Microsoft Ads. If yours isn’t here, get in touch.
Costs & budgets
How much does PPC management cost?
In the UK, PPC management typically costs £300 to £1,500 a month for small and medium businesses using a freelancer or small agency, or 10–20% of ad spend with percentage-based agencies. My fees are £350, £600 or from £1,000 a month depending on budget and platforms, plus your ad spend. Full PPC cost guide →
How much should I spend on Google Ads?
Base it on your cost per click, your conversion rate and how many leads you need. With £3 clicks and a 5% conversion rate, a lead costs about £60, so 20 leads a month needs roughly £1,200 in ad spend. Start with enough budget to gather data, then scale what works. How to set a Google Ads budget →
Is there a minimum ad budget?
There is no hard minimum, but if a budget can’t buy enough clicks to learn from, management fees are hard to justify. My Starter plan suits accounts spending under £3,000 a month, and I’ll tell you honestly if your budget is too small to work.
Do I pay ad spend to you or to Google?
Directly to Google or Microsoft from your own account. I never mark up or resell ad spend. My management fee is invoiced separately.
Working with a PPC freelancer
Should I hire a PPC freelancer or an agency?
A freelancer gives you senior expertise and direct contact with the person doing the work, usually for a lower fee. An agency offers a bigger team and wider services but often puts smaller accounts with junior staff. For most SMEs spending under £20k a month, an experienced freelancer is better value. PPC freelancer vs PPC agency →
What is the minimum contract length?
An initial three-month term to build, test and optimise, then a one-month rolling contract. There are no 12-month lock-ins.
Do I keep ownership of my Google Ads account?
Yes. The account, data and conversion history stay in your name. I manage it through access you grant, which you can remove at any time.
Do you work with businesses outside Lancashire?
Yes. I’m based in Chorley, Lancashire, but PPC is managed online, so I work with businesses across the UK, including Manchester, Liverpool, Leeds, Sheffield, London and Glasgow. PPC in Lancashire →
Which industries do you work with?
Lead generation and ecommerce businesses, including FCA-regulated debt advice, trades and home services, estate agents, recruitment, legal and online retail. PPC for regulated firms →
Do you offer white label PPC for agencies?
Yes. I manage Google Ads and Microsoft Ads behind the scenes for digital and web agencies, reporting under their brand. White label PPC management →
Google Ads & Microsoft Ads
How long does it take for Google Ads to work?
Ads can generate clicks and enquiries on day one, but campaigns usually need four to twelve weeks of data to optimise bidding, keywords and ads properly. Accounts with existing history and good tracking improve faster.
Is Microsoft Ads (Bing) worth it?
Often, yes. Microsoft Ads usually has less competition and lower cost per click than Google, and it reaches an older, higher-income audience on Windows and Edge. It’s typically a smaller share of volume, but frequently a cheaper source of leads.
Is Performance Max worth using?
For ecommerce with a good product feed, Performance Max can work well. For lead generation it needs strong conversion tracking, ideally with offline lead quality data, or it can chase low-quality leads. It should be tested alongside Search, not in place of it.
What is a PPC audit?
A PPC audit is a structured review of a Google Ads or Microsoft Ads account to find wasted spend, missed opportunities and tracking problems, finishing with a prioritised list of fixes. I offer a free manual audit. PPC audit guide & checklist →
Why am I getting clicks but no leads?
The usual causes are irrelevant search terms, broad location targeting, Display or Search Partner traffic, weak landing pages, or broken conversion tracking. Start with the search terms report and your tracking set-up. How to audit your account →
Can I run Google Ads myself?
Yes, and many small businesses start that way. The risk is that Google’s default settings and recommendations tend to increase spend rather than efficiency. A one-off audit is a low-cost way to check you’re on the right track. Get a free account review →