PPC Management Agency

Partner with a clever PPC Agency and drive real business growth

At Metric Labs we pride ourselves in being experts at PPC management. We are industry agnostic and have worked with a vast number of companies in varying verticals assisting with PPC services. As a Google partnered PPC agency, we have helped clients sell software, houses, fashion and even cosmetic enhancements like fat freezing. We have basically done it all! We help our clients beat the competition by leveraging all the PPC agency lessons we have gathered over the years and crafting PPC strategies that are tailored to your needs.

PPC campaign structure

As an experienced PPC agency, we know the success of a campaign rests on how clever it’s structure is. For effective PPC Management, we spend a considerable amount of time on developing a PPC Structure that aligns to our client’s objectives, as well as setting up for success on the onset. 

Some of the things we consider when setting up PPC strategies for campaign structures include:

Campaign Structure

  • Consistent Nomenclature
  • Topic/Goal Separation
  • Search/Display separation (including search network settings)
  • Performance Separation (after performance section Audit)
  • Combined budgets (if neccessary)
  • Daily budgets consistent

Search Text Ads

  • Ad Scheduling
  • Landing page appropriateness
  • Multiple ads testing (at least two, preferably three)
  • Dynamic Keyword Insertion (DKI) setup
  • Optmyzr Ad performance

Ad Group Structure

  • Match Type by Ad Groups
  • Location Targeting vs Location Keywords
  • Tight Keyword topic grouping
  • SKAGs for High Performing ad groups
  • Bidding effectiveness
  • Audiences/Ad Targeting for Display/Video


  • Google creative guidelines adherence
  • Matches landing page copy and search term
  • Ad creative and hypothesis set up

PPC Management strategies

To achieve success in PPC, you need to be agile and data-led. With experience as a PPC agency, we understand that a set and forget strategy does not work. The most successful campaigns we’ve seen are those that have a clear goal and predefined KPIs. To build a successful PPC strategy, these are some of the questions we need answered:

  • Do you know your target ROAS or Cost Per Lead?
  • Is meeting the ROAS/CPL more important than delivering more conversions?
  • How is your product cost structure defined?
  • Which 20% of your products bring 80% of your revenue?
  • When referring to your products, is there a significant differentiation between the customer terminology compared to industry terminology?

Smart Bidding vs Manual Bidding

There has been significant growth in automation within PPC. Google more specifically has spent a huge amount of resources building their AI and machine learning infrastructure. With this, we have seen the introduction of smart bidding across search, shopping and display campaigns. 

We use a combination of automated and manual PPC bidding for most of the accounts we manage. Our decision to deploy automation or otherwise really depends on what our client’s goals are. Our goal as a PPC agency is to ensure the success of our clients, sometimes this will mean we use full automation but other times the opposite is true.

PPC Conversion Tracking

Conversion tracking lies at the heart of all PPC management. Without accurate conversion tracking, one cannot make the right decisions around optimisation, budget or anything PPC related basically. At Metric Labs, we have a strong arm in data, analytics and tracking implementation. As part of the campaign set up process, we deploy end to end tracking across each account.

We create macro and micro conversions as part of a comprehensive measurement framework. Some of the conversion events we can deploy include scroll depth, button clicks, form submission, enhanced eCommerce, call tracking, video plays and more. Beyond conversion tracking, we can also assign values for each conversion event and build a comprehensive model to guide our PPC management process.

Related services; 

Google Adwords Agency, Paid Search Agency, Analytics and Data Agency and Ecommerce Agency

Client Testimonials

– Rob Lynch, Couriers & Freight

“The Metric Labs team have been professional and responsive. 

We’ve seen increased lead generation, and we can see where our leads are coming from.”





— Martin Lazarevic, National Crime Check

“I have worked with Vincent from Metric Labs for over 5 years now. 

Over the years we have seen our organic visibility and revenue grow by over 170% with our paid search growing over 600% making us the leading police check vendor in Australia. 

The team at Metric Labs is also diligent, responsive and really pleasant to work with.”

— Lauren Earl, Manning Cartell.

“It comes down to integrity and the ability to deliver that would define Katie, Hum, and the Metric Labs team. 

In this forever evolving digital landscape, Metric Labs is always coming up with clever ways to stay ahead of the curve and get cut-through in this saturated space. 

If you are in need of an amazing digital agency, you really don’t need to look any further than Metric Labs.”

— Stephanie Lay, Good Capital Group

“We have worked with Metric Labs on building our digital marketing presence. We’ve found the team extremely knowledgeable and easy to work with. 

They have helped us to grow our leads by a significant amount and were always in contact about campaign activities. 

The team also provided us with invaluable reporting and insight into our campaigns, which allowed us to regularly iterate and improve to consistently meet our objectives.”

Frequently asked questions

A great PPC agency is one that tailors all their strategy to the client’s needs. Most agencies use a template to build campaigns, this means none of the client’s idiosyncrasies are covered in the strategy. At Metric Labs, we focus on understanding our client’s business and goals prior to building any campaigns. All our strategies are then build on the back of our client’s business goals.

A good PPC agency will also focus on conversion tracking and accuracy as much as strategy. Conversion tracking is the backbone of PPC. The difference between a good and great agency is their focus on conversion tracking and data accuracy.

We are a boutique PPC agency and allocate tremendous resources to deliver value for our clients. All our work is tailored to the client’s needs and the price depends on the complexity of the campaigns. Contact us today to get a bespoke proposal.

The return on investment varies from client to client. What we promise is that after running your campaigns for a month, we will be able to predict an accurate return on investment from our services. We can also build a prediction model based on a range of variables available. Our models factor in keyword search volume, conversion rates, average CPCs and budgets to give you an indication of ROI in the future.

Getting started is simple. Just email us or call us on 02 9134 3889



Latest news

See what’s brewing in Metric Labs.