Pay per click PPC management.

Pay per Click


Versatility is the key to any successful marketing campaign, from long-term marketing strategies to short-term advertising. Pay per click (PPC) marketing is a great way to boost your near-term income by drawing in highly targeted traffic from search engines, social media, and other ad networks.

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Top 1% Global Leader Digital Agency
Ranked by Clutch 2023
Top 1% Digital Agency in United States
Ranked by UpCity 2022
Fastest-Growing Companies in the USA
4 Years in a Row
Top 1% Best Digital Marketing Award
Ranked by Expertise 2023
#2 Global Award Winner
Ranked by MASHABLE
Top 1% Award of Excellence Winner
Years 2020, 2021, 2022
500+ 5-Star Reviews in Google
Ranked by Our Customers
Top 1000 Global Digital Agency
Ranked by Clutch 2022
#1 Global Digital Agency
Ranked by Business Journal
Top Rated SEO Agency
Ranked by SEO Blog 2023
Top Ecommerce Development Company
Ranked by Selected Firms
Top Web Development Agency
Ranked by Design Rush

What is PPC Marketing?

Pay per click advertising drives traffic via targeted ads on search engines (such as Google and Yahoo/Bing) and social media sites (like Facebook and Twitter). Your PPC ad drives users to your landing page with an easy click. You only pay the ad network for each click, and with the right ad campaign, you can increase your traffic at a very predictable cost.
Pay per click (PPC) is an online advertising model where you pay for ads whenever someone clicks your ad. The term pay per click means you are charged on a per click basis for your digital ads. 
There are a lot of ways to run online paid ads on different ad networks including Google, Bing, Facebook, and others. Here is what Google search ads look like:
google ads placement
The ads appear before organic search results in Google. Pay per click ads let you rule the SERPs by bypassing organic search results.

Here is how
PPC ads work

PPC marketing gives you instant access to highly targeted traffic based on your keywords and other variables.
You create a PPC campaign with your favorite ad network
As soon as your ads are approved and your campaign goes live, your ads will be visible to your target audience
People click your ad and visit your landing page
They convert and you generate leads or sales.


All the leading search engines including Google and Bing have their ad networks and they offer search PPC ads. A search pay per click ad triggers for target keywords and the ad appears above organic search results.

So, it’s crucial to understand how PPC is different (or similar) to search engine optimization because both generate traffic through SERPs. Here are the key differences between the two:

  1. PPC ads cost much more than SEO would cost you. A pay per click ad campaign means you have to pay for every single click (and this means a lot of money when you are getting hundreds of clicks). SEO requires an initial investment but there is no concept of paying for clicks. You receive unlimited traffic from the search engine without paying a penny for clicks or impressions
  2. Pay per click ads drive instant traffic while SEO takes a lot of time (usually years) to generate decent traffic. As soon as your PPC ad goes live, you start receiving traffic. This doesn’t happen with SEO
  3. A PPC campaign delivers instant and verifiable ROI whereas SEO takes time to deliver ROI and that’s hard to measure and attribute. When you run a PPC campaign, you know all the key metrics such as clicks, impressions, traffic, CPC, conversion rate, ROI, and more. You can track and verify each click and attribute conversions and sales accurately. Such granular attribution is hard to achieve with SEO.

PPC ads are ideal for your business if you need instant targeted traffic, you have the necessary budget to fund your campaigns, you are more concerned about proving ROI and making sure every dollar justifies, and you are in a seasonal industry.

Why Your Business Needs PPC Ads

Several reasons make pay per click marketing ideal for your business. Here is a list of the top PPC advertising benefits:

1. Instant Traffic

Pay per click advertising is the best source of instant traffic. You can drive heaps of targeted traffic from any part of the world to any landing page.

Organic traffic takes time. When you publish new content, it takes at least 2 years (on average) to reach Google’s first page:

google ads placement

And unless you are on the first page, you don’t get any traffic. The first organic search result has 34.2% CTR while the last organic result has 2.6% CTR:

google ads placement

Getting organic traffic is a long-term strategy and isn’t always a nice option for all types of businesses. Pay per click advertising is the best solution for instant traffic.

While your content marketing team is busy publishing quality content, you can use online ads to drive targeted traffic to your website. How quick is it?


The moment your ad goes live, you start receiving clicks. If you create a PPC campaign in the morning, you will start receiving traffic by evening. This makes PPC ideal for promoting new businesses and products and experimentation.

2. Cost-Effective

Pay per click advertising is cost-effective. You pay for valid clicks and the average CPC for Google search ads in 2022 was between $2 and $4. 

Optimized ads with high quality scores won’t cost you more than $2 per click. This is quite cost-effective. A low cost per click means lower customer acquisition cost and this has a huge impact on customer lifetime value and revenue.

What’s important is that you can set your own maximum cost per click. You are in full control of the ad spend budget. You can’t control advertising costs at such a granular level with other forms of digital marketing.

3. Highly Targeted

There are multiple PPC ad networks out there with Google Ads being the market leader with a 28% global market share in 2022. All these networks have one thing in common: Advanced targeting.

PPC ad networks offer granular targeting allowing you to reach your ideal customers with extreme accuracy. This is due to the audience data that these ad networks have.

Google, for example, has tons of user data that includes demographics, shopping behavior, in-market, location, devices, and more. This data is available to advertisers. You can target exactly the right type of people you want.

The same goes for Facebook. The amount of data Facebook has about its users is gigantic. It knows interests, demographics, work experience, salary, friends, and much more. And this data is available to Facebook advertisers.

The success of a PPC campaign depends on targeting. Show the right ad to the right people at the right time and you will drive clicks and sales. Leading PPC ad networks know this very well and they offer you all the targeting features you need to succeed.

4. Accurate Attribution

Attribution in advertising refers to identifying and evaluating the impact of all touchpoints of a customer that lead to a successful sale. It helps you identify which ad led to a sale by analyzing the complete customer journey in the attribution report.

You can attribute conversion and sales to the right ad, keyword, and campaign with data-driven attribution models. This type of advanced attribution isn’t available (or extremely challenging) for other digital marketing channels. An attribution report helps prove ROI and optimize marketing spend by investing in channels, campaigns, and ads that perform better.

Google conversion attribution models

Google is one of the few ad networks that track attribution and reports it.

Here are the different conversion attribution models by Google:

google ads placement

Last Click

All the credit for the conversion is given to the ad and keyword that was clicked last.

First Click

The credit for the conversion is given to the first-clicked ad and keyword.


The credit for a conversion isn’t given to a single interaction rather it is equally distributed among all the user interactions.

Time Decay

This model distributes the credit among all the interactions by giving more credit to the interactions that happened near conversion and less credit to older interactions. If a person sees your ad and converts after 3 days organically, your ad will still get the credit for the conversion.


It gives 40% of the credit to the first and 40% to the last interaction while the remaining 20% is distributed evenly among the other ad interactions.


It uses your account data for credit distribution. It gives credit to all the ad interactions based on the historical data you have with Google. The ability to give due credit to a conversion to the right ad and keyword simplifies a lot of issues that advertisers face otherwise.

5. Verifiable ROI

The best thing about online advertising is that it lets you prove ROI and ROAS. Thanks to attribution models and conversion tracking, you can precisely calculate return on investment.

The ability to attribute sales and conversion to the right source makes it easy to prove ROI. Every dollar spent on PPC ads can be justified if everything is set up correctly. You can use Google Analytics to set up goals and measure ROI for PPC marketing like this:

google ads placement

You can’t do this with other forms of digital marketing such as content marketing. It is very hard to track what piece of content leads to a sale. But this isn’t the case with a PPC campaign. You know ROI if you have linked your Analytics account with Google advertising account and it is correctly set up.

6. Full Control

All PPC ad networks offer complete support and give full authority.

You are in full control of your PPC campaigns and account. You can pause campaigns and ads whenever you want. There is no contract. There is no minimum spending requirement. You can run ads as per your needs.

This control isn’t available with other digital marketing types. Think of a Facebook post you shared from your business account. You don’t have any control over its shares, likes, and comments. Let’s say you remove the post after a couple of days, and it will be instantly removed from your Facebook page. But it won’t be from people who shared it and quoted it.

There is no involvement of user-generated content in a PPC campaign, and this is what gives you control over your ads and campaigns. 

7. Data for Digital Marketing Strategy

A PPC campaign generates a lot of data that helps you refine your digital marketing strategy. This data is helpful in digital marketing campaigns on other channels. Whether your PPC campaign fails or succeeds, it will generate a lot of data such as:

  • User behavior
  • Ad types that work vs. ad types that don’t work
  • Clicks and conversions ratio for the device, location, and audience segment
  • How good (or bad) your product is
  • Landing page loopholes.

You can use this data to optimize your marketing strategy. For example, running a PPC campaign for a week will reveal top keywords, the highest converting landing page, the best offer, top devices, and demographics. This data is hard to get from other marketing channels. You can use it for finetuning your buyer personas.

What is Pay Per Click Management?

PPC management (or pay per click management) refers to managing and optimizing your company’s online ads and budget. It is the execution (or even development) of your brand’s PPC strategy end to end to maximize ROAS and ROI.

You can manage PPC advertising in-house or you can hire an expert PPC agency.

The PPC management services offered by digital marketing agencies vary in what they offer. For example, some PPC management services cover account setup and structuring while other PPC agencies might offer ad creation, management, reporting, and optimization.

Pay per click management company takes control of your PPC account and manages everything on your behalf. It is like PPC automation where you sit back and focus on other strategic projects of your business.

In-House vs PPC Management Company

Running and managing a PPC campaign in-house has its own perks and outsourcing it to an experienced digital marketing agency comes with its own benefits.

In-house PPC campaign management is suitable if you have the necessary skills, tools, and experience to get the job done. You need experienced workforce, and this gets tricky as well as expensive.

If you are hiring a team of PPC experts for managing PPC campaigns in-house, you need to have a fairly decent PPC budget that will keep your employees busy for months to come. Businesses that don’t have a long-term PPC strategy with a hefty budget can’t afford in-house PPC campaign management.

So, in-house PPC management is suitable for businesses that have:

  • All the resources including tech and human
  • Long-term PPC strategy
  • Hefty PPC budget.

PPC marketing agency has the experience, skill, technology, and everything you need to take full control of your PPC campaigns and strategy. You can work with a PPC company irrespective of your budget. This makes it an ideal choice for businesses that have a flexible budget and want to test PPC marketing.

You don’t have to pay a fixed monthly fee (like salaries) when working with an agency. If you need to engage an agency for a month and then take a break, it’s possible.

Additionally, a PPC company helps you with granular tasks such as PPC strategy, keyword research, Google search ads, etc. Working with an agency is quite flexible as compared to in-house PPC management. 

Hiring a pay per click management company is the best option when:

  • You don’t have the necessary resources to manage a PPC campaign in-house
  • You need expert opinion and advice
  • Your PPC advertising needs are granular
  • You want to see results instantly.

Benefits of Hiring a PPC Management Company

There are several benefits of working with a reputable and experienced PPC management company like NEWMEDIA. You get much more than superficial pay per click account management services.

Here are the top benefits that your business enjoys when working with a top PPC management agency:

  • Instant ad account setup with the right ad network
  • Access to top talent and skills
  • Agencies have access to advanced tools and software
  • Experienced team
  • Ad optimization
  • Advanced tracking and reporting.

How Does PPC Management Work?

At NEWMEDIA, we have a systematic process for the PPC management of our clients. We use advanced techniques and tools to make sure you receive traffic at the lowest CPC and high conversion rate.

Here are the top ways PPC management works:


PPC Strategy

A PPC management company creates a pay per click strategy for your business from scratch or it can help you tweak your existing PPC strategy.

A startup or a small business with limited staff might need help from a professional PPC management company in the development of a robust PPC strategy. And then they can execute it in-house.

A lot of businesses prefer having their PPC strategy developed by an expert digital marketing agency because they have the right experience, tools, skillset, and other resources (that businesses usually lack). 


Account Setup and Structuring

Setting up an ads account the right way is crucial. When you run multiple campaigns with multiple ad groups and ads, it gets too complicated to manage all of them. This is a reason why creating and maintaining your ad account structure is important.

This is what a PPC management agency will help you with.

A well-structured ad account keeps things streamlined and organized. You don’t end up spending money on useless keywords, ads, and ad groups without even you knowing it. Here is how to structure a Google ads account to keep it manageable:

google ads placement

The same goes for other ad networks. PPC agency that has managed hundreds of client accounts and PPC campaigns knows the importance of account structuring and organization.


Keyword Analysis

A pay per click management company finds the right keywords for your search campaign. You can exhaust your daily budget in a few hours if you target inappropriate keywords. What keywords to target that won’t just cost you money but lead to conversions is something PPC agencies are experts at.

Setting up negative keywords is also something a PPC management company helps you with. A negative keyword is one that doesn’t trigger your ad. Here is an example:

google ads placement

Adding negative keywords is part of the keyword research and analysis process for PPC ads. Not having a negative keyword list means your ads will trigger for irrelevant search queries and you will end up paying for keywords with a poor conversion rate.

This is one reason why working with an experienced PPC management company is critical. It knows where to spend money and how to optimize your daily ad budget.


Competitor Analysis

You might not have the right tools and resources to check all the campaigns and ads of your competitors. A PPC management company helps you provide all the insights about your competitors, their ad campaigns, what keywords they target, how much they spend, and more.

Not only does the PPC agency share competitor analysis, but it tells you how to beat your competitor ads in SERPs and how to outrank them.


Campaign Creation and Execution

PPC management agency creates and executes PPC campaigns for your business. It is not as simple as it sounds. The process is quite rigorous and includes all the following:

  • Finding the right ad network for your business based on your budget, industry, and goals
  • Identifying the right campaign type to meet your advertising objectives
  • Creating the right number of ad campaigns with the right ads and keyword research
  • Setting the right bidding strategy and variables
  • Running and pausing ads at the right time.


Creating ads for display and social ads is also something you should expect from the PPC agency you are working with. You get top-notch ads designed by expert designers with professional ad copies from the best copywriters.

We have in-house designers and copywriters at NEWMEDIA who study your brand style guide and create compelling ads for our clients. This is a continuous process where ad copy, images, headlines, descriptions, and other creatives are constantly tweaked for optimization. Here is what a PPC management company does to make your ads stand out:

  • Following ad format guidelines by the ad network
  • Using power words in ad copy
  • Making CTA prominent
  • Ensuring ads are relevant to the offer and landing page
  • Creating the right image size and quality
  • Understanding the target audience and creating images that better relate to it.

Improve Landing Pages

The best ads might fail if they aren’t relevant to your landing page and offer. As an experienced PPC agency, one of the first things we do is that we refine your landing pages to make them relevant to your ad and offer.

The ad, offer, and landing page relevance isn’t just important for your target audience, but it plays a key role in the ad quality score (a metric that helps you compare your ad with other advertisers). A higher quality score means lower CPC and higher ad ranking.

google ads placement

So, the first thing we usually do is analyze your landing pages, refine them, and improve UX. This improves the conversion rate significantly with a lower CPC.


Bid Adjustment

Bidding strategy adjustment is the key to keeping ad spending under control and budget optimization. Adjusting big for underperforming keywords, devices, locations, and other variables is something we do constantly at NEWMEDIA.

Google Ads scripts help you automatically adjust bids when a criterion is met.

For example, if we are running an ad campaign for a physical store in Denver. We will ensure that the ads are triggered to people who are in a certain radius of the store. The ads will run when the store is open and will pause automatically when the store is closed.

Then increasing bids for devices and keywords that convert better is another strategy we use.


Experimentation and A/B Testing

When you create and run an ad campaign, there is no guarantee it will perform right away. Your ads require intensive testing and tweaking. This involves constant experimentation and A/B testing.

And this is one area where PPC ads management companies excel at. They have the resources and tools to run experiments at a huge level without exhausting your ad budget.

Ad experimentation is a continuous process that looks like this.

google ads placement

The right PPC ads agency won’t stop testing because the scope is potentially unlimited. You can test creatives, features, ad format, devices, landing page variation, etc.

The idea is to find the best performing ad with the lowest CPC and highest conversion rate.


Tracking and Reporting

Click, conversion, and sale attribution and advanced tracking to prove the ROI of your ads is the responsibility of the PPC agency. Sending you weekly reports on the progress and recommendations for decision-making is what you should expect from a professional PPC management company.

PPC Management Pricing

The cost of PPC management depends on a lot of variables and it often gets confusing for businesses. Three key factors determine the cost of PPC management:

1. Setup fee

It is a one-time flat fee that most digital marketing agencies charge to new PPC clients. A survey found that 64% of agencies charge a setup fee to new clients:

google ads placement

The setup fee usually covers a wide range of initial work including:

  • Ad account setup
  • Structuring and organizing ad account
  • Landing page setup
  • Tracking codes
  • PPC campaign setup
  • Miscellaneous fee (e.g., buying a new tool).

The setup fee depends on tenure and monthly minimum click budget. Agencies usually charge a fixed percentage of the monthly click budget as a setup fee as it helps them determine how much initial work they need to do to set up everything for the client.

A high monthly click budget would lead to a high setup fee and vice versa.

Expect a minimum setup fee in the range of $500 for month-to-month contracts as 58% of agencies charge under $999 for a setup fee:

google ads placement

2. Click budget

Click budget or ad spend refers to the monthly budget for advertising campaigns. This is the budget you will pay directly to the PPC company.

For example, if your monthly ad spend budget is $5,000, you need to add this to the overall PPC pricing, and this should be available for the agency to spend on the ads.

Click budget is flexible since you can fluctuate it easily. You have full control over ad spending, and this helps you control PPC management pricing. However, you must understand that agencies charge you based on your monthly click budget (as it determines account size and the amount of work it needs to do) and any changes will reflect in the PPC fee.

What’s the right monthly ad budget for your PPC campaign?

There are two ways to determine monthly ad spend:

  1. Allocate a fixed ad budget per month for PPC campaigns based on your marketing budget
  2. Decide how many clicks you need per month and then allocate a click budget to meet the estimated traffic goal.

The second option seems more reasonable and robust as it gives you more room for experimentation and remarketing. You need minimum traffic for running A/B tests and remarketing campaigns. You can target the exact number of clicks per month to step into experimentation and remarketing.

Targeting the number of clicks also helps you predict revenue, and it gets easier to break-even.

For example, if your site has a 3% conversion rate and the average customer lifetime value is $100, you can easily figure out the number of clicks you need per month to breakeven and generate predictable revenue.

Instead of targeting a specific ad spend budget for a PPC campaign, it is recommended to target monthly clicks.

3. Management fee

This is the fee that the pay per click agency will charge you. It could be a percentage of ad spend, flat fee, retainer, or hourly rate:

google ads placement

Most agencies charge a percentage of monthly ad spend because it makes more sense and is justifiable. The amount of work an agency has to do for a PPC client is based on the click budget. A high budget means more work in the form of more ads, landing pages, copywriting, tweaking, tracking, and reporting.

You should expect your agency to charge 1-20% of your monthly ad spend:

google ads placement

For example, if your monthly click budget is $1,000 and the agency charges 12% of it as the fee, here is what your monthly fee breakdown will look like:

  • Click budget: $1,000
  • PPC management fee: $120
  • Total monthly fee: $120.

On top of the percentage fee, agencies also charge an additional fee for certain tasks such as PPC campaign creation, account audit, display creative, etc:

google ads placement

It is recommended to go with a PPC company that keeps pricing simple and links it to your click budget and charges no additional fees for additional tasks.

This is what we do at NEWMEDIA. Instead of charging different types of additional fees to our PPC clients, we keep our pricing straightforward that is easy to understand and doesn’t come with any strings.

PPC Campaigns Best Practices

Search engine advertising needs a lot of hard work and constant optimization. The good news is that you don’t have to reinvent the wheel. Follow the best practices and you will find it a lot easy to make ads work for your business.

1. Start with Google Ads

There are hundreds of PPC ad networks out there and it gets overwhelming for businesses. You can’t test all of them and you shouldn’t either. As a rule of thumb, start with one PPC ad network at a time and it should be none other than the Google Ads platform.


Because Google is the leading PPC ad network that offers pretty much everything you need to succeed with online ads. Most importantly, Google is the leading search engine in the world, so it gives you access to its search users and display network that consists of thousands of partner sites (via AdSense).

This is one reason why Google Ads has the highest conversion rate:

google ads placement

Other features that favor businesses include:

  • Massive reach via its search engine and display network
  • Multiple types of ads including search ads, video ads, display ads, shopping ads, remarketing, and more
  • High conversion rate and ROI
  • Powerful click fraud detection mechanism
  • Integration with Google products and other third-party apps
  • Advanced reporting.

Stay focused and stick with Google Ads instead of distributing your advertising budget among multiple ad networks.

2. Link Google Analytics and Google Tags

You should link your Google advertising account with Google Analytics to improve tracking and measure ROI right in the Google Analytics dashboard.

Google tags let you measure conversion, ROI, and lets you run remarketing campaigns. 

These are the two basic platforms that you should enable in your Google Ads account from Tools and settings > Setup:

google ads placement

It takes no more than 2 minutes to link your ad account with Google Analytics and to create a Google tags code. 

If you have to use Google’s advertising platform, you must use it the right way with conversion tracking and advanced analytics. Link your account to take your PPC advertising campaigns to the next level.

3. Automate Ads with Scripts

Google Ads scripts let you programmatically manage and run your ads. A simple JavaScript code can help you automate several processes.

You can use prebuilt ad scripts by Google available here or you can create your own scripts in JavaScript.

For example, you can use this script to retrieve an hourly heatmap in Excel for your PPC campaign:

google ads placement

Or, you can use this script to pause all keywords with no impressions for your account.

This is just the basic. You can do a lot on complete automation with scripts. You can find tons of these scripts out there and you don’t even have to create new ones. 

Google scripts are quite advanced and must be used with care. Google has listed the detailed procedure for using scripts here. If you are not sure how to use these scripts, it’s better to contact a PPC advertising expert.

4. Optimize Landing Pages

The success of a PPC campaign depends on several factors but nothing is more important than the landing page. 

A landing page is associated with the ad quality score (that impacts CPC), conversion rate, and ROI. It is the key to success for pay per click advertising. Get your landing page right, and you can do wonders.

The average landing page conversion rate is 9.7% across all industries. If you have a lower conversion rate, you need to optimize and improve your landing pages.

Follow this landing page structure to get started and keep improving it for higher conversion rates:

google ads placement

5. Track the Right Metrics

Don’t make the mistake of tracking irrelevant PPC advertising metrics that don’t move the needle.

Most businesses are in love with clicks and impressions. These metrics aren’t important and don’t matter at all. What really matters is conversions, conversion rate, and ROAS.

For example, an ad with 500 clicks and 2 conversions is a failure as opposed to an ad with 10 clicks and 9 conversions.

And it isn’t just the conversion that you should measure but sales.

If you are generating leads via PPC advertising and half of those leads don’t become customers, you are losing money.

More importantly, don’t measure and analyze any metric in isolation. Clicks, impressions, conversions, conversion rate, leads, sales, ROAS, and ROI only make sense when they are evaluated together. This gives you a clear picture.

The Right Pay Per Click

Management Service

for Your Business

NEWMEDIA has the marketing knowledge and experience to help you leverage PPC for a rapid return on investment (ROI) and a positive return on ad spend (ROAS).

We are a leading digital marketing agency with our rankings at the top of many international lists by Inc. 5000, Business Journals, Clutch, and UpCity. We have created patented technology and proprietary strategies to drive reliable, predictable results for even the most complex engagements. We use state-of-the-art UI/UX technology to create unique and compelling experiences, and our dedicated technical services team works around the clock to provide test-driven and reliable PPC advertising services.

Our expertise extends far beyond the technical.

We have experienced marketing professionals who know how to engage and activate consumers through targeted content and reach amplification. Our process encompasses all the technical, business, and creative aspects of your advertising campaign, from initial conceptualization to the final launch. Even after your PPC campaign is live, we track data and modify your campaign to ensure maximum ROI.

Our extensive network of industry partners allows us to provide superior PPC management services at the best rates in the industry. Unlike other PPC agencies, we don’t add fees or overspend to enhance our profits. Rather, we focus on effective and efficient PPC methods and creative material that you can build on.


To learn more about NEWMEDIA’s PPC management services, contact us today!

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