PPC Management
Comprehensive paid media strategy and execution - including the cross-channel attribution that tells you what's actually driving results.
Paid media without a measurement foundation is spend without accountability.
Most PPC programs we inherit have the same structural problem: the campaigns are running, the money is going out, but the attribution layer connecting ad spend to pipeline and revenue was never built correctly. Clicks are tracked. Conversions are estimated. The executive team asks whether paid media is working and nobody has a confident answer. That's the problem Tactical Marketing solves before we touch a single bid.
How We Work
We begin every PPC engagement by auditing or building the conversion tracking and attribution infrastructure.
Until we know what's being measured and whether it's being measured correctly, no optimization decision is trustworthy. From there we build or restructure campaigns across Google Ads, LinkedIn, and other active channels - organized around intent and funnel stage, with bid strategies appropriate to the account's maturity and objective. Ongoing management is structured: defined optimization cadence, documented decisions, and monthly reporting that connects spend to business outcomes.
Start a PPC Management Program
Connect with Phil to discuss your goals, your current program state, and how Tactical Marketing structures execution engagements.
Contact Us"I've had the pleasure to work with Phil for over four years. We've worked together on multiple projects helping our customers identify revenue gaps they didn't know they had. He has been instrumental in helping our organization with our go-to-market strategy along with reshaping our sales organization's winning/value-add and customer-focused sales methodology. Phil's strategy has taken clients that are on the verge to the next level to exceed the company's goals."
What a PPC Management Engagement Delivers
Frequently Asked Questions
How do you measure whether PPC is actually driving pipeline - not just clicks?
We build or audit the conversion tracking and attribution infrastructure before any campaign runs. That means validated conversion actions in each ad platform, UTM parameters applied consistently, and CRM data mapped to campaign touchpoints so pipeline and revenue can be traced back to paid spend. Most PPC programs we inherit have tracking that looks correct in the ad platform but breaks down the moment you ask it to connect to a pipeline number. We fix that first, because every optimization decision you make on inaccurate data is compounding a wrong assumption.
Do you manage Google Ads and LinkedIn Ads together or as separate engagements?
Together. The most important decisions in a B2B paid media program - how to allocate budget, which channel to emphasize at each funnel stage, how to attribute pipeline when a prospect touches multiple channels - require a cross-channel view. Managing channels in isolation produces a local optimum for each platform and a suboptimal result for the business. We manage the full paid media program with a unified attribution model so every budget decision is made against the same revenue picture.
What does the first month of a PPC engagement look like?
Audit and infrastructure before any budget changes. We review conversion tracking integrity, campaign structure, audience targeting logic, and the attribution model first - because running campaigns on a broken measurement foundation is how agencies produce impressive activity reports with no pipeline impact. Week three we present findings, proposed restructuring, and the measurement framework. Month two is when we start managing and optimizing against real, validated data.
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Start the conversation.
If something isn't behaving the way it should, that's where we start. Phil reads every inbound personally and responds within one business day.