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PPC
PPC agency: how to choose one and what we run for you
A good PPC agency starts with tracking and an audit, reports on profit rather than clicks, and leaves the ad accounts in your name. This page explains how to judge one, and what we manage for you across Google Ads, Microsoft Ads, Meta Ads, LinkedIn Ads and TikTok Ads.
- Google Premier Partner 2026
- Top 3% of Google Ads agencies in Poland
- Microsoft Advertising Partner
- Campaigns in 25 export markets
How to choose a PPC agency: six signals
You do not need to trust promises of a particular ROAS. Test whether the agency understands the mechanics behind the numbers.
- It starts with an audit and conversion tracking, not with spending your budget. Without correct tracking the algorithm does not know what success is.
- It writes account ownership into the contract. The ad account, Merchant Center, GA4 and pixels belong to you.
- It reports ROAS, CPA and MER, not CTR and impressions. Ask for CPA as a trend over time, not one good month.
- It tells reported ROAS from incremental ROAS. Some conversions would have happened anyway through organic, direct or returning customers.
- It can say no. If tracking, margin data or budget are not ready, an honest agency says so at the audit stage, not after a month of spend.
- It shows certification and a portfolio with hard numbers from its own campaigns. Verify this with every candidate.
What a PPC agency actually does
PPC means pay-per-click: you pay when someone clicks an ad, not for the impression. A PPC agency plans, builds and optimises those campaigns, from strategy and tracking set-up to account structure, ad copy, bidding and landing-page recommendations. It is not a synonym for a Google Ads agency, because Meta, LinkedIn, Microsoft and TikTok sell on the same model. A performance marketing agency is a wider category, and we cover that on our performance marketing page.
The order of work matters. Tracking comes first, then account structure and creative, then bid strategy. An agency also sees patterns across many accounts at once and has the capacity to keep up with frequent platform changes, which a single freelancer on one account rarely has.
What you get from us on each platform
We pick the platform for the goal, not the other way round. Each channel has its own page with the detail; for networks beyond these, see other PPC channels.
Google Ads
Search and Shopping to capture active buying intent, Performance Max and Demand Gen for reach across Google inventory, and YouTube for awareness. Shopping needs a correct Merchant Center.
Learn moreMicrosoft Ads
Often overlooked. In some sectors it brings valuable traffic at a lower CPC and less auction competition. For premium jewellery shop LapisGold.pl we reached ROAS of 1,112% with sales up 85%.
Learn moreMeta Ads
Facebook and Instagram for demographic and behavioural targeting, lookalike audiences and remarketing to people who did not finish a purchase, with the Meta pixel and Consent Mode set up correctly.
Learn moreLinkedIn Ads
Precise B2B targeting by job title, industry and company size, to reach decision-makers rather than random audiences.
Learn moreTikTok Ads
Reach younger audiences with video formats built for reach and engagement.
Learn moreThe work inside every account
Tracking and technical set-up
GA4, Google Tag Manager, Meta pixel and Merchant Center. Without clean data, Smart Bidding learns from errors.
Account structure and creative
Proven structures such as single-theme ad groups and consolidated data, responsive search ads, A/B tests of image and video, and exclusion of unprofitable keywords.
Bid strategy
Smart Bidding chosen for the business goal, from target ROAS to target CPA, with the learning period protected and a view on when manual bidding is better.
Landing page work
Page matched to the ad, fast loading, clear mobile layout and calls to action, simpler forms and fewer conversion barriers.
Auction and Quality Score
Click-through rate, ad relevance and page quality lower your cost per click, so you pay less for the same position.
Measurement and reporting
ROAS, CPA or CPL and MER, with data-driven attribution in GA4 instead of last click.
Measure profit, not clicks
ROAS is revenue divided by ad cost. It measures a channel but ignores margin. CPA or CPL is the cost of a customer or lead. MER is total revenue divided by total marketing spend across all channels, which avoids double-counting between channels. Incremental ROAS counts only the sales the ads added.
Before setting a target, work out your break-even ROAS, which is 1 divided by gross margin. As a purely hypothetical example, a 20% gross margin means a break-even ROAS of 5, or 500%. A report that shows 400% would then hide a loss. That is why we ask for your margins first.
How PPC agencies charge
PPC always has two lines: media budget, paid directly to Google, Meta or LinkedIn, and the agency fee. Both should be visible and separate. The ad account is yours in every model. Whatever the model, the budget must be big enough for Smart Bidding to gather roughly 30 to 50 conversions a month, and we state that threshold for your account at the audit.
| Model | How it works | What to ask |
|---|---|---|
| Percentage of ad spend (typically 10-20%) | Simple and tied to spend. | The agency earns more when you spend more, so ask what motivates it to lower CPA. |
| Fixed fee | Predictable monthly cost and control on your side whatever the media budget. | Needs a clearly defined scope so you know exactly what you pay for. |
| Success fee | Tied to leads, sales or ROAS. The most transparent model. | Requires precise attribution to prove which results came from the campaigns. |
Your first 90 days
A good agency runs the first quarter predictably, with clear checkpoints and deliverables.
Account audit
We check campaign structure, tracking quality, Quality Score and the keywords spending without converting. It ends with a written report and clear priorities.
Technical set-up (days 1 to 30)
We configure GA4, Tag Manager, the Meta pixel and Merchant Center, build the account structure and creative, and agree the KPIs we will be judged on.
Learning and first optimisation (days 30 to 90)
From day 30 to 60 Smart Bidding gathers data and we avoid sharp bid changes. From day 60 to 90 we remove unprofitable keywords, scale what works and prepare conclusions for the next quarter.
Reporting throughout
You get a Looker Studio dashboard around the clock and a monthly report with ROAS and CPA trends, with a stable contact looking after the account.
When not to hire a PPC agency yet
Paid advertising only shows faster that the foundations of a business are not ready. An honest agency tells you at the audit stage.
- No working conversion tracking. The algorithm learns from bad data and optimises blind.
- A budget too small for the learning phase. Without roughly 30 to 50 conversions a month, results never stabilise.
- Unknown margin or break-even point. You cannot sensibly set a target ROAS.
- A website that does not convert. PPC can deliver traffic but cannot fix an unclear call to action, slow loading or a confusing checkout.
- Judging by vanity metrics. CTR and impressions do not pay the bills.
Results from our own campaigns
4,008%
ROAS for a luxury hotel in the Tatra mountains at the peak of the summer season (Google Ads)
1,066%
ROAS for a clothing store, with sales up 280%
1,112%
ROAS for LapisGold.pl premium jewellery on Microsoft Ads, sales +85%
2.56% to 8.78%
conversion rate at KalendarzeCSK.pl, with CPA from about €59 to about €38
Credentials, and PPC with SEO
We are a Google Premier Partner 2026 (top 3% of Google Ads agencies in Poland) and a Microsoft Advertising Partner, with a Clutch rating of 5.0 and a Google rating of 4.8. Clutch named us a 2026 Top PPC Company and Top Bing Advertising Company in Poland. Our campaigns run on 25 export markets, and we run cross-border work for the EU, DACH and the UK with a separate account structure for each market. See more on our Google Premier Partner status. Read how the Hotel Bania campaign was built, or the KalendarzeCSK.pl case study.
We also run PPC and SEO in one team. Converting phrases from paid campaigns show which terms are worth ranking for, so SEO is not guesswork, and one measure of efficiency covers both. For an online pharmacy we grew keywords in the top 10 by 110% and in the top 50 by 230%. If you are unhappy with your current provider, see how a safe agency switch works.
Trusted by leading brands
Frequently asked questions
Let us count your profit, not our clicks
Start with a free audit of your ad account. We will show what is working, where budget leaks and whether PPC is the right next step for your business.
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