Universal PPC Management FAQ & Vetting Guide
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Universal PPC Management FAQ & Vetting Guide
Professional, Direct, No-Fluff Answers to the Most Important Questions Buyers Ask
This page consolidates the most common and critical PPC questions asked across industries — real estate, finance, e-commerce, and general lead generation — and provides clear answers aligned with DesignoMate’s methodology, transparency standards, and execution model.
PART 1: UNIVERSAL QUESTIONS (APPLY TO EVERY CLIENT)
Trust, Ownership & Transparency (Red-Flag Detectors)
Who owns the Google Ads account?
You do.
You retain full access, ownership, and all historical data — including campaigns, keywords, and audiences. Nothing is withheld.
Do I have administrative access?
Yes.
You have full admin access at all times, and you can see every change as it happens.
Are your practices transparent?
Yes.
- You pay Google directly for ad spend.
- Our management fee is separate and clearly defined.
- No fee padding, no margin on media, no hidden structures.
How do I verify your results?
We provide reporting with real context:
- Margin impact
- Funnel behavior
- Search term improvements
- Feed optimization changes
- Lead qualification metrics
We do not present screenshots of ROAS without explaining the underlying mechanics.
What are signs of a “sales-y” or unsafe agency?
Red flags include:
- Promising guaranteed results
- Refusing to perform an audit
- Using proprietary tools to “lock” you in
- Not allowing access to your account
- Hiding fees inside ad spend
- Not showing negative keyword changes
- No documentation or explanation of strategy
We do none of the above.
Costs, Contracts & Pricing Models
What is your pricing model?
For lead-generation businesses: Fixed monthly fee
For e-commerce businesses: 10% of ad spend
Is there a minimum monthly ad spend?
No enforced minimum.
But each industry requires a realistic starting point based on competition and geography.
Are there setup or onboarding fees?
No hidden fees.
If technical reconstruction is needed (tracking rebuild, feed rebuild, CRM cleanup), it is scoped upfront.
What is the “True Cost” of PPC?
Two lines only:
- Ad Spend – paid directly to Google.
- Management Fee – paid to DesignoMate.
They are never blended.
Do you require long-term contracts?
No.
Flexible terms with a 30-day notice period.
Is there a cancellation fee?
No penalty.
30-day notice allows clean handover.
Strategy & Execution (Human-Led Optimization)
Do you rely on autopilot software?
No.
All optimization is human-led. Automation is used only where it provides efficiency (e.g., Smart Bidding).
How often is my account optimized?
5–6 days per week, depending on spend volume and data velocity.
Do you use templates or custom strategies?
All strategies are custom.
No standardized templates across clients.
What does “Active Management” actually mean?
It includes:
- Search term mining
- Daily bid & budget adjustments
- Negative keyword expansion
- Ad copy testing
- Landing page feedback
- Audience segmentation
- Creative iteration
- Retargeting refinement
- Feed optimization (e-commerce)
How do you handle ‘Maximize Clicks’ vs. ‘Maximize Conversions’?
For new accounts with no data:
- Begin with learning strategies (Maximize Clicks / Traffic)
- Shift to Max Conversions or Target ROAS after data matures
We do not force aggressive strategies too early.
Scope of Work (Deliverables)
Do you build/optimize landing pages?
Included:
- CRO recommendations
- UX adjustments
- Copy suggestions
- Minor edits
Full landing page design is separate.
Do you write ad copy and create assets?
Yes — search ad copy and platform-specific assets.
Display/video creatives can be provided as add-ons.
Do you handle the technical setup?
Yes.
We configure:
- GA4
- Google Tag Manager
- Conversion tracking
- Pixels/Tags
- Server-side conversion API
- Call tracking integrations
- CRM pipelines
Do you perform keyword research & competitor analysis?
Yes — including intent mapping and competitive intelligence.
Do you manage remarketing/retargeting campaigns?
Yes — multi-layer remarketing on Google, Meta, YouTube, and LinkedIn.
Reporting & Communication
How often will we communicate?
Monthly strategy calls + optional weekly summaries + real-time dashboards.
Can you explain reports in simple language?
Yes.
Reports emphasize:
- What happened
- Why it happened
- What we will do next
What metrics do you report on?
We focus on business metrics, not vanity metrics:
- Leads
- Sales
- Profit
- ROAS
- Cost per qualified lead
- Cost per appointment
- SKU-level performance (e-com)
- Funnel-stage drop-offs
Will I have a dedicated account manager?
Yes.
One strategist manages all execution and communication.
PART 2: NICHE-SPECIFIC QUESTIONS
Real Estate PPC (Investors & Realtors)
For Real Estate Investors / Wholesalers (Motivated Seller PPC)
How do I stop wholesalers from clicking my ads?
We reduce competitor/wholesaler traffic through:
- Aggressive negative keywords (“wholesale”, “investor”, “assignment contract”)
- Competitor exclusions (when applicable)
- Seller-only messaging
- Intent-driven landing pages
- Form qualification questions
- Call screening and filtering
Do you specialize in motivated seller PPC?
Yes.
This niche requires understanding:
- Distressed seller behavior
- High CPC dynamics
- Lead qualification
- Seasonality
- Intent filtering
- Market geo-fragmentation
What should my CPA be?
Motivated seller CPLs often start high and decrease as filters tighten.
Expect several hundred dollars initially until the account stabilizes.
For Realtors / Agents
Can I hire a PPC service without switching my CRM or website?
Yes.
You should never move your CRM just because a PPC vendor requires it.
Why separate PPC from your CRM?
- Avoid vendor lock-in
- Retain ad account history
- Change platforms anytime
- Keep independence
How do I compete with big brokerage brands?
We leverage:
- Long-tail neighborhood keywords
- Localized search terms
- Budget-efficient audiences
- Retargeting
- Listing-focused campaigns
Do you provide competitive analysis?
Yes — including:
- Competitor keywords
- CPC estimates
- Impression share
- Market density
- Local bidding pressure
Financial Advisors & Financial Services PPC
Direct lead generation vs. retargeting?
Financial advisory requires a two-layer approach:
- Drive traffic to a compliant, informative landing page
- Retarget warm visitors with lead forms
Who buys financial service leads?
- Financial advisors
- Insurance agents
- Mortgage brokers
- Wealth management firms
- Tax consultants
What is a good lead magnet?
High-value, specific assets such as:
- Estate planning checklist
- Tax optimization case study
- Financial readiness audit
- Retirement planning kit
Do you manage compliance and Google verification?
Yes.
We assist with identity verification and compliance guardrails required for financial ads.
How do I target High-Net-Worth Individuals?
Use proxy indicators:
- Job titles (CEO, CFO, Partner, Founder)
- Company headcount
- Seniority
- Affluent ZIP codes
- Industry categories
E-Commerce PPC (Starting Out)
What’s the best ad model for a new store?
Start with Shopping campaigns, then layer:
Shopping → Search → Performance Max
Do you manage Merchant Center feeds?
Yes — including:
- Feed cleanup
- Title/description optimization
- Attribute fixes
- Disapproval recovery
- Supplemental feed creation
How should I structure the campaign layers?
- Shopping for product discovery
- Search for intent capture
- PMax once enough data exists
What if my prices are higher than competitors?
We optimize around:
- Long-tail keywords
- High-intent buyers
- Unique selling propositions
- Audience segmentation
- Feed optimization
Price competition cannot be avoided, but it can be managed.
PART 3: LEARNING & CAREER (FOR STUDENTS OR DIY USERS)
Courses & Certifications
Do Google Ads Certifications matter?
They help with interviews, but they do not teach profitability.
Can I learn by watching videos only?
No.
Real learning comes from:
- Spend
- Loss
- Optimization
- Real CPL pressure
Best beginner course?
Isaac Rudansky (Udemy) — structured, accessible, covers fundamentals.
What skills are required beyond “running ads”?
Mandatory skills:
- Conversion tracking
- GA4
- Google Tag Manager
- Basic CRO
- Keyword intent mapping
- Negative keyword control
- Retargeting
- Platform-specific compliance
Best advanced course?
God Tier Ads — Ed Leake (industry standard for advanced PPC).