Google’s Own Definition of Exact Match Is Not Exact. That Gap Is Where Budgets Go.

Our management fee starts at INR 20,000 a month for one platform and two campaigns, and the full range is published in the pricing section above rather than kept for a call. The more useful answer is that the fee is only half the question. Your ad spend is separate, it goes directly to Google or Meta, and the relationship between the two decides whether this is worth buying at all. If your ad budget is around INR 30,000 a month, a INR 20,000 fee means roughly 40 percent of your total outlay is management rather than clicks, which is poor value however good the management is. That is the point at which we tell people to run one simple campaign themselves for a quarter, and we mean it. Above about INR 75,000 of monthly spend the arithmetic changes completely and professional management usually pays for itself several times over, mostly by stopping waste rather than by finding clever wins.

Manage it yourself if your budget is small, your offer is simple and you are willing to read one report every week. A single tightly built Search campaign, with exact and phrase keywords, a short negative list and conversion tracking that measures a submitted form, is genuinely within reach of a careful business owner and it is what we would tell most people spending under INR 30,000 a month to do. Hire someone when the spend is large enough that a few percent of waste exceeds the fee, when several platforms are involved, or when the account has grown complicated enough that nobody is sure what is working. The expensive mistakes are not usually bidding mistakes. They are no conversion tracking, no negative keywords, and traffic landing on a homepage. All three are findable in an afternoon, which is why we offer to look before anyone pays us.

In the accounts we review it is almost always one of four things, in this order. First, the conversion action is not measuring a real event, so you may in fact be generating leads and cannot see them, or you are counting page views as conversions and have fewer leads than you think. Second, you are being matched against searches you never chose: Google’s own documentation says broad match may show ads on searches related to your keyword and exact match on searches with the same meaning or intent, so the search terms report is where to look. Third, the traffic is landing somewhere vague, usually a homepage, where a visitor with a specific need has to go hunting. Fourth, and least often, the bidding. Notice that three of the four are not about ads at all. That is why our process puts measurement and exclusions before any expansion.

Google Ads and Microsoft Advertising for search and shopping, and Meta for Facebook and Instagram, which between them cover most of what Indian and overseas businesses actually need. We also run LinkedIn Ads where the audience genuinely justifies the cost per click, and YouTube where there is video worth putting money behind. We would rather do two platforms properly than five thinly, and the Starter tier is deliberately one platform for that reason. If what you need is organic social presence rather than paid, that is social media marketing and a different service.

Traffic arrives the day the campaign goes live, which is the honest appeal of paid search and the reason it gets oversold. Useful results take longer. On a new account expect two to four weeks before the data supports any confident decision, and on an inherited account expect the first month to be spent fixing measurement and cutting waste rather than growing anything. A reasonable expectation is that the account is behaving sensibly inside a month and that you can judge whether it pays by the end of the first quarter. Anybody promising a transformation in two weeks is describing the traffic, not the outcome.

It does not, and this comes from Google rather than from us. Google’s help documentation on match types says that with exact match “Ads may show on searches that have the same meaning or same intent as the keyword”. Same meaning or same intent is a judgement Google makes, not a string comparison. Broad match goes further: Google says ads may show on searches related to your keyword, and that it may consider the person’s recent searches, your landing page content and the other keywords in the ad group. This is not a scandal and there is nothing to fix at Google’s end. It simply means the keyword list is a starting instruction rather than a boundary, and the boundary is made of negative keywords that you add after reading what you were actually matched against. An account with a dozen account-level negatives after a year of spend has no boundary at all.

Almost certainly not. Google publishes that on a given day a campaign “might spend up to twice your average daily budget”, and that at the end of the month “you will have spent no more than 30.4 times your average daily budget”. The daily number is an average and not a cap, and the platform is allowed to lean into a good day and pull back later. The number worth watching is the month. If your monthly total is tracking near 30.4 times your daily figure, everything is working as documented. If your monthly total is well over that, something is genuinely wrong and worth escalating. We plan budgets monthly for exactly this reason, and we say so before the first invoice rather than after the first alarming day.

Sometimes, and not for the whole account. Google describes Performance Max as reaching all its inventory, including YouTube, Display, Search, Discover, Gmail and Maps from a single campaign, and says it can maximise performance without restricting where your ads appear. For an ecommerce account with a good feed and real conversion volume it frequently performs well. The trade is control and visibility: placement management is done by exclusion rather than selection, final URL expansion can replace the landing page you chose, and one blended result makes it hard to tell which surface earned the money. Our usual shape is Performance Max alongside a standard Search campaign holding the terms you most want to control, with brand terms kept where you can see them and exclusions written down. Handing the entire budget to one Performance Max campaign is quick to set up and very hard to learn anything from.

No, and we think it is the most important question on this page. Percentage-of-spend pricing is the market norm and it means the agency earns more when it spends more of your money, which puts the incentive exactly where you do not want it. Our fee is flat and published. The practical effect is that we can recommend cutting a budget, pausing a platform, or ending the engagement, without any of those costing us revenue we were counting on. It also makes the fourth statistic on this page possible to publish: an agency on percentage pricing has no reason to tell small advertisers that management is eating 40 percent of their outlay.

You should, always, and this is worth settling before any money moves. The account should be created under your ownership and billing, with the agency granted administrative access. If an agency builds your campaigns inside its own manager account as sub-accounts it controls, then your conversion history, your audience lists and your account learning belong to them in practice, whatever the contract says about data. Leaving means starting again from zero, which is why the arrangement is common and rarely mentioned at the start. Ask any prospective provider the question directly and ask for the answer in writing. Ours is in writing by default.

Paid search cannot, and this is the limit of the whole channel. Search advertising is very good at putting you in front of people who are already looking and poor at creating interest that does not exist. If your category is genuinely new, or your product solves a problem people have not named yet, search volume will be thin and the clicks you do buy will be expensive and curious rather than ready. Paid social can sometimes work in that situation because it does not depend on someone typing a query, but it is a harder and slower job than the industry admits. In those cases we usually recommend content, brand and SEO work first and a small paid test rather than a retainer, and we have turned away PPC work on exactly these grounds.

There is no benchmark worth quoting, and anyone offering one across industries is guessing. A good cost per lead is one your business can pay repeatedly and still make money, which depends entirely on what a client is worth to you and how many leads turn into clients. A legal or healthcare practice where one matter is worth lakhs can comfortably pay several thousand rupees per enquiry. A product business with a two thousand rupee order value cannot. The calculation worth doing before you advertise at all is your average order or client value, multiplied by the share of leads that close, which gives you the most you can pay for a lead and stay profitable. We ask for those two numbers in the first conversation, and if you do not have them yet, finding them is more valuable than any campaign we could build.

We work with the existing account in almost every case, because its conversion history and learning have real value and throwing them away sets you back. What we do instead is read it properly, fix the measurement, add exclusions, then restructure campaigns inside the same account. A genuine rebuild from scratch is justified rarely: when the conversion data has been wrong for so long that the platform has learned the wrong thing, or when the account is not yours to keep. If a provider’s first recommendation is a brand new account before they have shown you a search terms report, ask why.

Often, and it is usually the cheapest large improvement available. The common pattern is a well-built campaign sending people with a specific need to a homepage, where they have to work out for themselves whether you do the thing they searched for. A page that answers that question in its first line, and asks for one action, will beat bidding changes most of the time. Landing page builds are included on the Standard and Full tiers. If the problem turns out to be that your pages are slow rather than vague, that is website speed work and we price it separately rather than pretending the ads account can solve it.

Yes. We provide PPC services in Delhi and across Delhi NCR, including Gurugram, Noida and Faridabad, and we manage accounts for businesses elsewhere in India and overseas, billed in INR, USD or AED. Good paid search management does not depend on being in the room, since the work happens inside the ad platforms and in documents, though being a PPC company Delhi NCR clients can actually sit down with does make the first conversation shorter. Before you hire PPC expert support anywhere, ask for two things: this month’s negative keyword additions on an existing account, and a sample report with cost per lead on it. Those two documents tell you more about how an agency actually works than any case study does.