PPC Management: Clicks Are Not the Product
Google Ads, Meta Ads and remarketing, managed against revenue rather than impressions. If the tracking cannot prove a sale, the campaign is guessing.
You keep ownership of every account. Run from Ho Chi Minh City for brands across the US, UK, Australia and the EU.
THE SERVICE
What our PPC service covers
We plan, build and manage paid search and paid social campaigns, measured against revenue rather than impressions. That covers conversion tracking and attribution, account and campaign structure, keyword and audience research, creative testing, budget allocation, and the landing pages the traffic arrives on, because we build those too. We work primarily in Google Ads and Meta Ads, with Performance Max, Shopping and remarketing where they fit. You keep ownership of every account and everything in it.
Most underperforming ad accounts are measuring the wrong thing
An account that reports plenty of conversions and no revenue is usually counting form views, button clicks and phantom events. The bidding algorithm optimises towards whatever you tell it to value, so bad measurement does not just mislead you, it actively trains the platform to buy the wrong traffic.
That is what we found at Saigon Boat Company: three months with zero purchases and a cost per conversion that could not be justified. Rebuilding from keyword research up, with conversion tracking wired properly, produced a 350% return on ad spend inside four months and moved them from one purchase a month to 43.
The pattern generalises. Fix the measurement, reallocate spend to the terms and audiences that actually buy, then let the platform compound it. See the Saigon Boat case study for how that ran.
Platforms we run
Google Search
The core of most accounts we take over, and usually where the waste is.
Google Shopping and Performance Max
Feed quality decides more than bidding does, and Performance Max hides enough that it needs watching rather than trusting.
Meta Ads
Facebook and Instagram, where creative testing carries more of the result than targeting now does.
Remarketing and audiences
Across both, built on first-party data rather than on cookies that are going away.
METHOD
How we actually do it
In this order, every time.
Audit the measurement first
Conversion tracking, attribution and event design checked before a single bid changes. Optimising towards a broken signal is the most expensive thing an account can do.
Rebuild the account structure
Keyword and audience research from scratch where the existing structure cannot be saved, with budget moved off terms that look relevant and never convert.
Test creative properly
Ad variations tested against each other rather than swapped on a hunch, with enough volume behind each to mean something.
Report against revenue
Spend mapped to purchases and pipeline, not to impressions. That reporting lives in the same dashboard as your organic performance.
Tell you when to stop
If a channel is not paying, we say so and recommend moving the money, including moving it away from us. An agency paid a percentage of your spend has no reason to ever suggest spending less. We are not paid that way, which is the point of the next section.
What you get
Deliverables, not adjectives.
Who this works for
You are spending and cannot prove what it returns.
The most common reason people call us, and usually a measurement problem rather than a bidding one.
Your cost per conversion keeps climbing.
Typically budget spread across terms that look relevant and never buy, plus an algorithm optimising towards the wrong event.
You need results while SEO builds.
Paid buys you the quarter, organic buys you the years. Running both from one team means the keyword data flows in both directions.
You sell something with a clear conversion.
E-commerce, bookings, enquiries, demos. If the sale happens offline weeks later with no tracking in between, the measurement problem comes first.
Most often for e-commerce, travel and hospitality, education and B2B services, across Vietnam and for clients headquartered in the US, UK, Australia, Canada and the EU.
Timeline and minimum spend
Paid moves faster than organic but not instantly. Tracking fixes land in days. A rebuilt account needs two to four weeks to gather enough data to optimise against, and around three months to produce a trend you can make decisions on. Saigon Boat reached 350% return on ad spend in four months from an account that had gone three months without a purchase.
Below a certain monthly ad spend there is not enough data to test properly, whoever manages it. If your budget is under that, we will usually tell you to put the money into the site and your organic search first, and come back when paid can actually be measured.
Ad spend is paid directly to the platforms by you, on your own billing, and is separate from our fee.
OUR WORKING PROCESS
How we work
Five steps, in the same order, on every ad account.
Audit
Tracking, account structure, spend and competitors. The findings are yours either way.
Strategy
Channel mix, budget split and a target cost per acquisition: what happens in month one, and what it returns by month six.
Build or optimise
Campaigns, audiences, creative and landing pages, built by the team that planned them. No handover gap.
Measure
Spend mapped to revenue in one dashboard. Weekly written updates, monthly reviews.
Iterate
Weekly tests, monthly reallocation. What converts gets more budget. What doesn't gets cut.
How engagements are shaped
Rebuilds are quoted after the audit. If your ad budget is too small to test properly, we'll say so.
Questions, answered straight
No fluff, as promised.
Should we optimise the existing account or start again?
Sometimes starting again is cheaper. Saigon Boat had gone three months without a purchase, so trimming that account would have polished a structure that was wrong underneath. We tell you which one you are looking at before you commit budget.
Why does our cost per conversion keep climbing?
Usually because budget is spread across terms that look relevant and do not buy, and because the algorithm is optimising towards a conversion event that is not a sale. Reallocating spend and fixing the event cut Saigon Boat's cost per conversion by 94%.
Do you handle the landing pages as well as the ads?
Yes, and it matters more than most agencies admit. Paid traffic only pays off if the page holds up, so the same team that buys the click builds the page it lands on. See web design and development.
Who owns the ad accounts?
You do, always. We work inside your accounts with the access you grant. Everything we build stays with you if you leave, including audiences, creative, tracking and conversion history. Some agencies run campaigns from accounts they own, which means walking away means starting over.
How long before we see results?
Tracking fixes land within days. A rebuilt account needs two to four weeks to gather enough data to optimise against, and about three months for a trend worth acting on. Anyone promising profitable scale in week one is describing luck.
Should we run paid and SEO together?
Usually, and it works better from one team. Paid tells you within weeks which terms actually convert, which is information the SEO roadmap should use. Organic then takes over the terms you would rather not keep renting. Running them separately means paying twice to learn the same thing.
Do you guarantee a return on ad spend?
No, and neither can anyone else honestly. Too much sits outside an agency's control: your margins, your pricing, your competitors' budgets and the auction itself. What we commit to is measurement you can trust, a documented method and the honesty to tell you when a channel is not paying.
Proof from real work
All case studies
Paying for clicks that go nowhere?
Tell us what you're working on. You'll get an honest answer about whether we can help, and exactly how.