
PPC Agency
In an online landscape that’s becoming increasingly competitive, it’s easy to worry about how your return on investment is performing, and the value you’re getting from your marketing budget.
PPC is the backbone of millions of online businesses, and an effective campaign can help to build your bottom line with great success. However, it’s not always easy to work out, which is where a PPC agency like Embryo come in. Our in-house team has a stellar track record when it comes to managing the marketing budget of companies in a range of industries and many different sizes
If you’d like to find out more about how Embryo can help you with your PPC needs, fill in our contact form and we’ll get in touch!
Want to Work With Multi-Award-Winning PPC Experts? Get In Touch Today.
All of our PPC team are ready and waiting to supercharge your pay-per-click campaigns.
![]()
Embryo are a joy to work with. They understand what we want to achieve, their service is excellent and they are constantly analysing metrics to ensure that our campaigns overachieve.
What Is Pay-Per-Click (PPC) Advertising?
PPC is one of the many arms of digital marketing and can be managed by businesses, individuals or a PPC agency to deliver increased traffic and qualified leads to a website.
There’s actually a good chance that you’ll have engaged with a PPC strategy without even realising it! Have you ever googled a product and found that a selection of sponsored ads has appeared at the top of your search results? This is PPC in action.
Essentially, PPC is a way to get clicks on your website, which can then be turned into conversions.
First, you’ll choose a main keyword or selection of keywords, and when that term is searched on Google, your advert has the chance to appear at the very top of the search results.
Then, when someone clicks on your ad, you pay a bidding fee – the higher your bids, the higher up your company will be in the search results.


Why Use PPC to Help Grow Your Business?
PPC is a fantastic way to meet your business goals, giving you fast results that can be easily tracked across the whole of your marketing campaign. It’s one of the best ways to create conversions and increase your traffic, especially when used as part of a more comprehensive digital marketing strategy, alongside social media platforms and Search Engine Optimisation.
- Some of the key benefits of using PPC include:
- PPC ads can be used to reach your target audience, whilst also allowing you to have total control over your budget, as well as your targeting and ad placements.
- It allows for instant conversions and results, unlike other marketing strategies such as SEO, which are a more long-term strategy. These fast results allow you to build up increased capital so that you can invest further in your business.
- The user data gained from PPC marketing efforts can be used for other purposes, benefitting every aspect of your business’s digital marketing strategy. For example, your social media strategy can be aided by using ‘audience observations’ which reduces the overall cost per acquisition and can help to convert more customers in the long run.
- PPC offers a multi-layered targeting approach for use with multiple different demographics.
- Conversion rates are generally higher when using PPC compared to other digital marketing channels, as the people it attracts are already actively searching for your products and services.
- PPC allows for smart retargeting and prompts interested parties about your products, reminding them why they should choose to use your business.


Who We Work With
At Embryo, we work with many different clients across a variety of distinct industries and sectors. We’re passionate about understanding more about the search market for every one of our clients, and carry out detailed reporting on all of our campaigns to ensure a profitable return on investment, regardless of the sector or industry you work in. We’ve worked with a wide variety of clients in the following industries, to name a few.
- Events
- Ecommerce
- B2B businesses including the finance and technology sectors
- Music
- Automobiles
However, this is by no means an exhaustive list and we’re always interested in supporting new clients, whatever type of business you run! To find out a little more about some of the specific clients we’ve helped in the past, check out our case studies.
If you’d like to find out whether Embryo can help your business with its marketing needs – get in touch and we’ll help you devise a personalised PPC plan!


What Is Google Ads and How Does It Work?
Formally known as Google AdWords until 2018, Google Ads is one of the most important products to understand when managing PPC campaigns. Originally launched in 2001, it’s become one of Google’s top services, helping many companies get off the ground.
On average, over 3.5 billion Google searches are made per day.
Putting your businesses at the top of those searches is the bread and butter of PPC advertising agencies like Embryo. The higher up the search rankings you are, the more clicks and conversions you’re likely to get, leading to increased sales and stronger performance when it comes to your overall business objectives.
If you want to increase your ranking within Google and other search engines without having to spend every time someone clicks, you should also focus on SEO (search engine optimisation). At Embryo, we believe that SEO is a key factor in the success of any business, and these two digital channels work together for both short and long-term success on Google’s search engine results pages (SERPs).
Google Ads is used by businesses to advertise their products and services when people search for a range of applicable keywords. The way it usually works is that a specific keyword is selected for targeting, with different marketers bidding on this keyword against each other.
Each bidder puts forward a maximum bid – if your bid matches up with the amount Google attributes to your cost per click, then the ad placement becomes yours. However, if your bid is too low, you won’t get the ad placement. Different products will have differing bid prices – luxury, trendy products tend to have higher costs overall.
Most PPC platforms will work in a very similar way, but Google Ads is the dominant platform in the market today.
![]()
A top digital agency. I was very impressed with their pitch, and I’m just as impressed with their delivery. Great agency, great people, and importantly do what they say!


Performance Max: The Future of PPC
Performance Max is one of the most exciting new products to emerge in the PPC sphere for quite a while. Performance Max is designed to automate and streamline PPC for managers, leaving PPC agencies with more resources to utilise their outstanding marketing knowledge and design bespoke PPC campaigns that are more effective than ever before.
Performance Max uses machine learning algorithms to select relevant ads and find new customers, and adjust bids automatically to the most appropriate amount for your campaign goals. It also allows users to access the entirety of their Google Ads inventory using just one campaign, including all of the following channels.
- Display
- Search
- Youtube
- Discover
- Gmail
- Maps
- Google Shopping
Because of its multi-use functionality, Performance Max can be a fantastic asset for your PPC strategy if used correctly.
Why Is My Existing Pay-Per-Click Campaign Not Performing?
If your PPC campaign doesn’t seem to be performing, this could lead to you feeling very disheartened. However, it doesn’t necessarily mean that there’s anything wrong.
It’s a common misconception that PPC campaigns are instant money-makers, but this isn’t always the case! It’s also worth pointing out that some of the money you earn will need to be invested back into your existing campaigns, so it’s not all instant profit.
If you correctly implement PPC into your marketing strategy and you’re patient, you should start to see positive results appear over time. However, if the situation doesn’t seem to be improving, there may be something else going on.
The amount of money you put towards PPC will differ depending on your advertising spend budget, the commercial objectives and search objectives you want to achieve and the products you’re selling, so it’s important to get it right. If budgets are too low for the terms you’re targeting, you’ll quickly be out-bid by higher-paying competitors, so it’s important to be honest with your goals in order to see real business growth.
Of course, even the best, personalised campaigns with a tight campaign structure and the correct budgets can still be jeopardised if your website isn’t working as well as it could be. Website build, design, CRO, and Content Marketing are all important when it comes to really engaging the users that PPC has brought to your site and helping to make those all-important conversions.
For more tips on how to improve your PPC profile, head to our Why Your Google Ads Aren’t Working page.
Let Embryo Take the Reins
If you’re having trouble with your PPC campaign, our fantastic in-house team at Embryo are highly skilled in the field. Our Manchester PPC agency can help you with all your digital marketing needs, and we utilise a deep level of data-driven decision-making to create successful campaigns that engage your potential customers, and most importantly, deliver you a positive return on investment.
Our most successful campaigns use a variety of different digital techniques in order to give you the best reach possible, with fantastic results across the board, so you can be confident your accounts are in safe hands. Our experienced team never tire of helping our clients, aiming to go above and beyond in every circumstance.
Dancing Leopard
Dancing Leopard
-
140%
Increase in revenue
-
37%
Increase in CTR
-
41%
Increase in landing page views