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Whether you're a local or national business, you've probably had your fair share of digital marketing agencies talking about their PPC service and promising that they can solve all of your marketing, lead and sales problems.

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Business Owners Trust Us to Deliver Results.

Pay-per-click (PPC) appears simple and straightforward: you set up an ad account, bid for keywords, and launch your ad campaigns

But to do it in a way that will actually generate an ROI, PPC is trickier than it looks. 

To make it wildly profitable (like it has been for many of our clients), it requires data expertise, nonstop tracking and testing, and a strategic approach informed by a wealth of real-world industry experience.

Juggling these things becomes much more difficult if you’re unsure how advertising platforms like Google, Bing, and Meta (Facebook and Instagram) work.

It might sound harsh, but mere grit and good intentions won’t get you anywhere near the PPC jackpot you’re after. A DIY (do-it-yourself) PPC approach could only carry you so far. 

And that’s assuming you get through the first rounds of the advertising game, which, as we’ve said, is more demanding than most people think.

As a business owner in Australia (an early adopter of new technology), you’ve probably already used PPC products and sought help from PPC agencies

You might’ve even spent more time, money, and effort in PPC campaigns than most of your competitors.

The problem is that you may still be struggling to make it work. After several tries and a significant financial investment, you may be nowhere close to the leads and sales you want and need.

You know (or at least have a well-informed “gut instinct”) that PPC can deliver better results. Unfortunately, you don’t have the time and expertise to figure everything out independently. 

Now, you probably think PPC is just a waste of hard-earned dollars if you and your current agency can’t help your case.

But hear us out before you decide to ditch this advertising option altogether: the problem is not PPC itself but how many agencies implement it

We’re here to show you that we can turn things around for the better with our unique approach, tools, and strategies.

Unlike other agencies, our paid team comprises maths pros who solve problems involving PPC ads, such as Google Ads, Bing Ads, and social media ads, through advanced statistical analysis, nonstop testing, and tweaking to achieve maximum returns for minimum ad spend.

We also work differently. 

Before you decide on your advertising budget, we conduct a thorough health check, look at your previous campaigns’ data, find growth opportunities, and give you actionable insights so you know what you’ll get from our PPC services before you partner with us.

Whether you’re a small business that wants to achieve quick leads and sales without breaking the bank or a large corporation willing to spend based on performance, we can help you achieve your PPC goals.

Australia’s Most Trusted PPC Service Agency

“We’re the most trusted agency” is an oft-repeated line most advertising companies in Australia would rather use in their sales pitches than demonstrate.

In your search for the most effective PPC services, you’ve likely worked with many advertisers who overpromise and underdeliver. 

Understandably, the words “trustworthy”, “credible”, and “reputable” mean nothing to you now unless facts and real-world case studies back them.

So, we’ll let the numbers speak for us. Over the last 15 years, we’ve worked with 1,812 businesses across 355 niches and managed over 2,103 campaigns. Did they value our partnership with them? Yes! We wouldn’t have a 95.67% client retention rate if they didn’t.

Reputable organisations have also recognised our exceptional contribution to the digital advertising and marketing industry. We’ve won multiple awards and special recognitions, including:

  • 3x BRW (Business Review Weekly) Fast Starter: BRW’s Fast Starters list honours Australia’s fastest-growing, young companies.
  • 2x BRW Fast 100: This list acknowledges Australia’s fastest-growing, established companies.
  • 2x Deloitte Technology 500 company: This award is given only to the world’s fastest-growing technology companies.

Ash, our CEO (chief executive officer), explains how we became and remained a top agency not only in Australia but also worldwide:

“[W]e’ve worked with hundreds of clients in over 7 countries… Based on our testing, experience and access, we’ve gained some insights that have helped our clients beat their competitors and dominate their niche. As a result of what we’ve been able to do for clients, we’ve won multiple awards, including Deloitte’s top 500 fastest tech companies two years in a row.”

Accelerate Your Revenue Growth With Unparalleled Pay-per-Click Performance

PPC ads aim to provide a quick boost in leads and sales. While there are many other metrics to track, they won’t matter much if they don’t help improve your bottom line. 

We’re all about delivering high-impact results. Our unique, maths-based approach has helped skyrocket clients’ major leads and sales by 83% (sometimes 4x sales).

We’ve achieved this remarkable feat while reducing (on average) clients’ ad spend by 33% and COA (cost of acquisition) by 23%.

You’d be hard-pressed to find a PPC performance that is this good elsewhere. If you want PPC to work the same wonders for your business, we can help you. 

Drive Leads and Conversions With PPC

Leads and conversions are crucial to determining your campaign performance. That’s why conversion tracking is foundational to our PPC strategy. It helps us in the following ways:

  • Identifying the origins of a lead (for example, form submissions, calls, or subscriptions) or a purchase
  • Determining if we’re achieving the client’s campaign goals 
  • Calculating the cost per lead (CPL) or your return on ad spend (ROAS)
  • Making data-driven decisions on when to scale, stop, or optimise 
  • Changing campaign strategies based on actual data and not on the mere opinion of what “sounds good” or “possibly profitable”

This systematic tracking process has helped us develop lead- and conversion-generating campaigns for our clients. 

For example, our comprehensive PPC solutions have helped PropertyMe, a leading property management software provider in Australia, increase its conversions by 21,900% while cutting the cost per conversion (CPC) by 96.42%.

What Is Pay-per-Click Advertising?

Simply put, pay-per-click (PPC) advertising is a digital advertising option where you pay an agreed-upon amount whenever users click on one of your ads.

As a PPC ad model, Google Ads offers four products:

  • Google Search
  • Google Remarketing
  • Google Shopping
  • Google Display (+ YouTube)

Depending on where your target audience sees your business, they’ll see different ads.

Paid Text Ads

Generally, a text ad has a clickable title linking to a webpage, one or two lines of text, and a URL (uniform resource locator), which functions as a web address.

These ads appear above and below Google SERPs (search engine results pages).

However, the SERP is not the only digital space where you can see paid text ads. Google also has partner websites (for example, Amazon.com, Ask.com, and NYTimes.com) that can feature Google Search ads.

We use paid text ads to help you reach your target audience, make them consider your offers and convert (take action, for example, submit a form or schedule a consultation with you).

Here’s an example: in just one year, we’ve helped Twomey Dispute Lawyers (TDL), an Australian legal practice specialising in disputes and commercial litigations, increase its conversion by 1,571.43% while reducing CPC (cost per conversion) by 82.03%.

Display Ads

GDN (Google Display Network) is like a sprawling metropolis where advertisers can showcase their brands across a myriad of digital billboards. Just how vast is GDN, exactly? GDN is expansive enough to display ads on over 2 million apps, videos, and websites, reaching 90% of internet users worldwide. 

No wonder many businesses think of it as the cure-all advertising elixir. After all, more reach equals more customers and sales, right?

But before you say, “Eureka!” consider this: the “90% reach” can be a blessing or a curse, depending on how your PPC strategy plays out.  

The rewards are high, but so are the risks. You could torch your budget faster than a raging bushfire if you’re not careful.

Our Google-trained paid ads specialists can optimise your campaigns with the laser-sharp precision only maths pros can offer. We can help your business generate qualified leads at the lowest cost per click.

Shopping Ads

The road to eCommerce success is littered with the remains of brick-and-mortar favourites that failed to translate their offline popularity into online prominence.

These once-household names spent millions of dollars and still got left behind.

Why? Because they hired retailers to build their online shopping platforms. And you know who didn’t? Google and Amazon. These two tech giants worked with engineers — people who speak maths. 

So do we. We’re a team of maths specialists who do the same mathematical legwork as these engineers, including segmentation, multi-variant testing, and advanced statistical modelling.

We use these numbers-heavy techniques to help online shops dominate their niches.

Want proof? Our first Google Shopping client came to us for help with their advertising returns. They had a 2× ROAS that they couldn’t improve, even after four years of trying.

What could our maths-adept agency do to accomplish what our go-getting client couldn’t? As it turns out, much. We doubled their ROAS within months.

Here’s how we approached their problem:

  • Model out the Google feed data and launch campaigns that enable advanced and ongoing testing
  • Leverage the sophisticated insights we get through the Google Premier Partners program
  • Optimise the client’s campaign using the computational logic that Google values in Google Shopping


Did you know? Only 1% to 4% of first-time website visitors will enquire about or buy your products or services. That’s right. 96% to 99% of that hard-earned site traffic doesn’t have time to commit right now or is still unsure what purchasing decision to make next. 

Fortunately, we can help you re-engage casual site visitors after they leave your page.

Do you want the following?

  • High-level insights regarding those who don’t take action on your website
  • Data-informed, cost-effective campaigns that bring back visitors to your site when they’re ready to buy or take action

You can have these benefits through our Google Remarketing service. 

Google Remarketing technology lets us tag visitors on your site using a code whenever they visit your app or website. 

Then, we use the “tags” to target potential customers and show them highly relevant ads whenever they go to any of the hundreds of millions of sites in Google’s vast network.

Google Remarketing is all about segmentation — and no one can segment data into profitable categories better than mathematicians. 

Say you want to display the right message before the right audience on the right site. In that case, you’ll need to test these three variables multiple times to know their ideal combination and develop the most effective campaign version.

If it sounds like a job for people well-versed in maths and research, that’s because it is. So, who better to consult than a maths-oriented agency like us?

As Google-trained pros, our paid ads specialists can do the following:

  • Analyse website traffic and search for clues, enabling us to profile various users and their buying signals
  • Create laser-targeted campaigns for each of those audiences
  • Distribute these campaigns to carefully selected websites in the GDN

The result? You’ll get:

  • Reduced average CPC (cost per click)
  • Increased traffic, quality leads, and sales

Here’s an example: Pension Boost, a financial service provider for Aussie seniors, came to us with only six conversions acquired at a high cost ($417.64 cost per conversion). 

Through our remarketing service, we increased their conversions by 3,983.33% while slashing the cost per conversion by 94.98%.

Video Ads

You probably already know this, but many prefer videos to written content today. But do you know that this trend also affects consumers’ purchasing decisions?

Some even say that customers today prefer watching a product video to reading about the product four times.

Needless to say, video marketing is a viable strategy if you want to capture more potential customers

You’ll be glad we’re here. We can help you run video ads across the colossal GDN network, including YouTube. 

Here are four video types that we offer in our PPC service:

  • In-stream: Visual content that appears before, during, or after a video. Viewers may skip these video ads (usually after five seconds).
  • Discovery: These ads only appear on YouTube and reach online users in digital spaces where they search for content. When a viewer clicks your discovery ad’s thumbnail, the video will play on its channel page or YouTube watch.
  • Non-skippable: As its name suggests, viewers can’t skip this video marketing material. Thus, you can use these ads to communicate your entire message. Note: Non-skippable ads typically last 15 seconds or less. 
  • Bumper: Like non-skippable video ads, viewers can’t skip bumper ads. However, these ads are short videos that usually last six seconds or less.

Social Media Ads

Consider these statistics:

  • Approximately 62% of the world’s population today uses social media
  • The average time users spend daily on social media is 2 hours and 23 minutes.
  • In Australia, there are 20.80 million active social media users, with Australians aged 16 to 64 spending nearly two hours on social media daily. 

The point? Given these trends in online behaviour, social media platforms can be impactful digital advertising channels. 

For instance, Facebook has billions of active users to whom you can advertise your services and products.

We can help you reach and engage potential buyers on Facebook (and other social platforms). Here’s how:

  • Use diverse ad formats, including video, image, and carousel ads, to showcase your business creatively
  • Target your audience precisely using info regarding demographics, consumer behaviour, interests, and location
  • Retarget users who are interested in what you offer to increase your site’s conversion rate

Read how we revamped a losing Facebook ad campaign and drove $102,580.47 worth of extra sales in two months for free.

Optimise Your PPC Campaigns

PPC is numbers and data all the way, up and down. An effective campaign requires careful optimisation based on accurate measurement of impactful metrics.

That’s why you need advertising pros like us who think and speak like maths experts and engineers do (in numbers and data). 

As an agency founded by high-calibre mathematicians, our PPC practice involves much testing, tracking, and optimisation. We take this approach to heart.

Here are the crucial metrics we monitor and evaluate when fine-tuning your campaigns:

  • Conversions: We can measure this factor in two ways:
    • Clicks x  conversion rate (the ratio of people who converted or performed a specific action to the number of people who went to your site through your ad)
    • Impression (the number of people who saw your ads) x CTR (click-through rate or the rate of people who clicked vs. saw the ad) x conversion rate
  • Cost per conversion: We calculate CPC via this formula: average cost per click (Avg CPC) ÷ conversion rate
  • Return on ad spend (ROAS): We determine the ROAS using these three formulas:
    • Conversion value (also known as revenue) ÷ cost (total amount we’ve paid)
    • (Clicks x conversion rate x average order value) ÷ (clicks x average CPC

Note: Average order value (Avg order value) = conversion value ÷ conversions

    • (Conversion x  Avg order value) ÷ Avg CPC
  • Search IS (impression share or the percentage of impressions your ad receives relative to the total number of impressions your ad could get)

Laser-Focused Campaigns That Deliver

Many advertisers, especially amateurs, rely on their gut feeling, thinking they know what ads will sell and what won’t. 

In reality, no one knows which advertising dollars generate the best return on investment (ROI) until someone has tracked, collected, and analysed complex data.

Our paid team measures and evaluates all impactful metrics with laser-focused precision. Then, we use this info to deliver the highest ROI possible on your paid traffic through ongoing, data-informed testing and optimisation. 

This unique, metric-driven, and data-heavy approach has helped us achieve remarkable outcomes for many clients.

Here’s one example: within less than a year of working with us, Pure Chiropractic, a certified Gonstead chiropractic clinic in Australia, improved its conversion rate by 304.35% while slashing the cost per conversion by 59.42%.

Why PPC Matters

Pay-per-click ads offer many benefits. However, businesses likely value this advertising option because it can generate returns and enhance businesses’ online presence quickly.

Still, PPC ads’ overall impact depends on your unique objectives, situation, and time horizon. That’s why we seek to understand where you’re coming from, how your current strategy is doing, and what you intend to get from a PPC campaign.

Here’s Cate Carpenter, a certified practising marketer, expressing her deep appreciation for our work on NSW Wildlife Information Rescue and Education Service Incorporated:

“I can’t speak highly enough about Digital Spotlight. [The] team’s dedication to delivering results [is] exceptional. Their communication, transparency, and commitment to client success make them [stand out]. I highly recommend Digital Spotlight to any business looking for a top-notch digital marketing partner. Kudos to the entire team for exceeding expectations!”

Research Keywords

We can help place your ad on the coveted top spots of SERP (search engine results page) for the right keywords, matched to the right ad copy and landing page

But our job doesn’t end when we get you several clicks that convert. Our paid ads specialists use the same statistical analysis Google uses to scale your PPC campaign

This high-level modelling and customer segmentation can skyrocket conversion rates while slashing acquisition costs.

Here’s what Newcastle Carpet and Flooring, a flooring solutions provider based in Belmont North, says about partnering with us:

“Met with [the Digital Spotlight] team — great advice and fabulous service. Google Ads specialists [that] really get the ads pumping. You won’t regret it.”

Conduct Split Tests

Our agency is committed to optimising your ads. We track, test, and fine-tune campaigns nonstop. Fortunately, A/B split testing enables us to deliver optimal results, allowing us to develop different ad variations and refine your succeeding PPC advertising campaigns.

Select Channels

Where your PPC ads appear ultimately hinges on the advertising product you’re using. For example, PPC ads on Google Ads will be displayed on Google’s advertising network. Meanwhile, PPC ads on Facebook will appear on the social media platform. 

These multiple PPC channels provide you with a range of advertising options to choose from. 

Optimise Bidding

Google Ads “hosts” an auction whenever a vacant ad slot is on a search result, news site, blog, or other partner websites.

Each auction determines whether your ad will appear on the available ad space. Advertisers like us join the auction by placing bids.

Depending on the campaign type, we can focus your bids on these factors:

  • Clicks
  • Impressions 
  • Conversions 
  • Views
  • Engagements

Here’s where you’ll need us. As a pioneer and leader in the PPC industry, we’ve developed a field-tested, systematic approach to optimising bids. We know from first-hand experience when to increase and decrease bids to maximise return on ad spend.

Create Copy

Your ad copy should hit right where a prospective client’s “pain points” or urgent needs lie. To do so, you must know the user’s current queries and why they’re “Google-ing” them. In short, pinpoint where they are on their online buying journey.

Someone who types in “top dental clinic Australia” on Google’s search engine is likely not doing pure research. They’re likely comparing options online, wanting the best dental service they can get.

If the searcher experiences persistent toothache, you know they want to get treated ASAP. 

Say you are a local dentist. In that case, our Google Ads services — including developing well-written, data-informed ad copies — could help you get prospective clients to book an appointment with you.

We develop our keyword-optimised content to target people who are more likely to act in response to an ad campaign.  

How? Our keyword research focuses on searchers who are already “in the market” (ITM) and those about to “enter the market” (ETM):

  • ITM: Searchers at this level are deep in the buying cycle. They are ready to buy. If you do not get them to buy from you, your competitor will. This population is the ideal source of sales-generating traffic.
  • ETM: Searchers want a product or service like yours at this stage. ETM consumers are unsure whether to convert yet (take action) but are very interested. 

With the help of our content specialists and strategists, you can capture both ETM and ITM searchers. 

Analyse Campaign Performance

PPC products, like Google Ads, are all about metrics. For example, Google measures these five variables when giving ad slots to a bidder (businesses and advertisers):

  • Bid: The “bid” is the highest amount PPC users are ready to pay for every click on their ads.
  • Ad quality: An ad’s usefulness and relevance to searchers significantly matter. Google’s quality score (which you can track on your Google Ads account) summarises an ad’s overall quality.
  • The projected impact from ad assets and other formats: An ad asset is info, like a phone number and a link to a specific web page, that Google Ads users can include in their ads.

Google estimates the impact of the ad assets and formats on an ad’s overall performance.

  • Ad rank: To ensure high-quality ads, Google implements the minimum requirements for an ad to appear in a given slot.
  • The ad’s context: Context matters in ad auctions. When measuring ad rank, Google examines:
    • The user’s search terms, time and location of the search, and the searcher’s device type, such as mobile or desktop
    • The nature of the search terms
    • Other search results, including advertisements, displayed on the page

We track these metrics meticulously to evaluate your ad campaign’s performance. Then, we analyse the data gathered to uncover what works and what doesn’t.

How PPC Works at Digital Spotlight

Not all PPC strategies can add value to your business. Many agencies claim a foolproof approach but couldn’t deliver the results they guaranteed. And if they do, they won’t likely be able to sustain them.

What about us? We’d rather let real-world results speak for us than make pie-in-the-sky promises.

Here are six reasons you’ll prefer our PPC services over others: 

  • Absolute commitment to your unique goals: We’ve been active participants in the ongoing development of the digital marketing industry for over a decade.

We develop our strategies based on hard-won insights from our extensive experience in the school of hard knocks.  

So, if you’re looking for PPC specialists who really know what they’re doing, we’re them.

That said, we don’t impose our templated plans on clients. In fact, we achieved incredible success in PPC because we listen to business owners.

That’s why we ensure we understand your objectives and situation before selling anything. 

When you partner with us, you won’t get half-baked advice and one-trick pony solutions. 

Instead, we’ll develop campaign strategies to suit your unique problems, targets, and goals. 

  • Loyal client base: As a top agency, we have clients who have been with us for over 10 years.

Why do they stick with us? Because we can get them impressive and sustained ROIs. 

Read what Diana Norris, the marketing and web assistant from Dural Irrigation, an Australian online irrigation mega shop, says about our work with them:

“We have used DS for over 15 years for all our SEO, remarketing adwords, analytics and much, much more! Their customer service is impeccable and is always quick to respond to any issue or enquiry we may have. Our business has grown at an incredible rate thanks to [this] team. We will never use anyone else, highly recommend.”

  • Google Premier Partner: Our Google-trained specialists can access insider info that most ad agencies don’t have.

How? We’ve got a dedicated Google agency team that provides exclusive training, nonpublic data about competitors, and early access to Google’s newest tools and features.

  • Confident approach: We don’t lock in clients through long-term contracts. We’re confident in our ability to deliver ROIs you can’t get elsewhere. Results, or we’re out.
  • Industry leader and pioneer: Highly regarded publications like Anthill and Financial Review have interviewed us multiple times. 

Start-ups and multi-billion dollar businesses have also sought our advice regarding search patterns and idea validation. Why? 

We don’t just keep pace with the innovations of search platforms. We help drive the digital marketing industry forward.

  • One-of-a-kind marketing agency: We don’t know you (yet), and you’ve yet to hear from us what makes us the ideal choice for all your PPC needs. But we know this: we’re likely different from agencies you’ve worked with.

Our agency’s founders aren’t just accomplished business people. They’re also exceptional mathematicians with an in-depth understanding of data patterns.

That’s why our PPC specialists don’t operate on a hunch when developing campaigns. We follow the numbers and data where they lead.

You Are Our First Priority

“Client-first” policy isn’t just a slogan we repeat as part of our sales pitch. It is foundational to our entire PPC approach.

That’s why we don’t dwell on past accomplishments. We know that strategies that worked for one client might not be as effective for another.

After all, each business has unique goals and situations. 

Instead of imposing a “set” strategy, we strive to understand our client’s POV (point of view) first and ours second.

When you work with us, you can be confident that we’ll only devise and implement a PPC marketing game plan tailored to your case.

Diversity in PPC Services

Your business might benefit from using additional or other PPC platforms. Fortunately, we’re an agency with time-tested expertise in managing diverse PPC products, including Meta Ads, Google Ads, Bing Ads, and their respective partner networks (for example, the New York Times, YouTube, and Amazon).

Real-Time Automation

While effectiveness (getting things right) matters to us more than efficiency (getting things done quickly), our PPC approach aims to achieve both.

For example, we might use automated bidding to maximise results based on your set campaign objectives.

Automated bidding lets us set bid amounts automatically based on your ad’s likelihood of generating a click or conversion. 

For Shopping campaigns, this strategy responds in real time based on your campaign’s historical performance (for example, past clicks) or conversion data.

Automation can be a great way to save time while leveraging algorithms to optimise an account. That said, we only use automation after carefully evaluating your situation.

Live and Dynamic Pricing

This pricing strategy lets businesses adjust product prices based on real-time market demands. 

PPC platforms, like Google, may use dynamic pricing algorithms to offer advertisers flexible options and expand their advertising network.

That’s why PPC campaigns almost always have fluctuating prices per click for an entire campaign.

Product and Inventory Intelligence

Google uses product data (product info that Google’s Merchant Center records) to display dynamic ads, free product listings, and Shopping ads whenever advertisers run a Google Ads campaign.

Google’s Merchant Center offers customised insights regarding your best-selling items and pricing dynamics to gauge user demand, streamline inventory management, and improve sales.

The bottom line is that product data optimisation is essential to an effective campaign. Do you want to optimise your products for better returns?

Work with us. We’re paid ads specialists who offer high-level optimisation for your product.

Performance Guaranteed

We don’t make grand promises to convince clients to partner with us. But if we’re going to make any guarantee, it’s this: we won’t stop until we achieve sustainable results.

Here are three things to expect when you work with seasoned PPC specialists like us:

  • Use of a state-of-the-art, multi-million dollar data model we’ve developed over decades of investing in clients across multiple industries
  • Monthly influx of actionable data based on results from our work with clients in various niches
  • The ideal campaign mix, budget, and structure to help you hit your targets

You can fire us anytime you want if we can’t improve your campaign’s performance — no hard feelings. We don’t use long-term contracts to force clients to stay with us. They stick with us for the results other agencies can’t give them.

High Retention and Proven Success

When we say clients love working with us, we’re not talking ourselves up. We’re merely stating facts. 

We’ve got a 95.67% client retention rate. Given that we’ve managed over 2,000 campaigns, that figure speaks volumes about our PPC services’ effectiveness. 

Here’s what Iris Lever, PropertyMe’s chief marketing officer, says about us:

“We have been working with the team at Digital Spotlight for over five years. Their expertise, timeliness, and attention to detail have been instrumental to the success of our digital marketing… It has been an absolute pleasure to work with the Digital Spotlight team over the years, and I would highly recommend their digital services.”

PropertyMe is a leading property management software company in
Australia. It is just one among many Australian businesses we’ve helped to win their niche. Contact us today, and we’ll help you rise to heights you never imagined possible.

Clearer Data, Smarter Decisions

Our advanced analytics and custom reporting simplify data and deliver actionable insights to help you make smarter moves and drive leads and sales.

How? We employ the same statistical analysis Google uses to improve your campaigns. 

This sophisticated modelling and customer segmentation can improve conversion rates while slashing acquisition costs.

Want to target users with high-buying intent? Our maths-driven, algorithm-based PPC strategy can help you.

What PPC Management Services Does Digital Spotlight Offer?

No two ad platforms are exactly the same. Knowing where to invest in advertising may depend on your target audience, ad budget, and growth opportunities.

Should you focus your budget on a single PPC product or expand your reach by advertising on multiple platforms? Which PPC ad platform best suits your business model? 

Before you answer these fundamental questions, we’ll help you understand each PPC network so you’ll know exactly what you’ll get from our PPC management services

Our agency has in-depth knowledge and seasoned mastery of the PPC products:

  • Search ads: Google Ads (including YouTube Ads) and Microsoft Ads
  • Social media ads: Meta Ads (Facebook and Instagram Ads), Tiktok Ads, and Pinterest Ads

We’ll discuss some of them in the following sections.

Google Adwords Management

Advertisers and business owners consider
Google Ads (formerly Google Adwords) their go-to pay-per-click advertising option.

Below are three reasons why:

  1. Google remains the king of the global search engine market: Google accounted for 91.54% of the world’s search engine market in January 2024. 
  2. Google receives over 5.6 billion search queries daily: This number may mean that Google processes nearly 65,000 searches each second. Not only do most internet users search on Google, but they also use it frequently throughout the day.
  3. 30% of Google users click on ads: This percentage means the paid search results on Google’s first SERP (search results engine page) capture a third of all searches.

In fact, Google Ads attracts over 246 million unique visitors monthly. Plus, 65% of those clicks on Google are from searchers deep in the buying cycle.

Want to know where most potential customers are right now? They’re on Google.

But here’s the thing: there’s usually no middle ground in Google Ads. You take all or end up empty-handed.

Suppose you want Google Ads campaigns to supplement your current digital marketing strategy effectively. In that case, you should play your cards right. Your ad budget will likely go down the drain overnight if you don’t.

“Big stakes, big wins” scenarios like launching Google Ads campaigns require more than creativity. They need strategies that offer a level of certainty.

Fortunately, we’re here for you — a top 2% Google Premier Partner

Here’s what to expect when partnering with a Google-trusted agency like Digital Spotlight:

  • Direct line to Google’s top support people: If you want to win in Google Ads, you’ll need to hear what Google says about itself. We’ve got hotline access to high-ranking Google reps. They’re ready to cut through the usual bureaucratic maze and prioritise our client’s concerns.
  • Early access: Google values our input. It’s why we get a VIP pass to the search giant’s latest technology. 

Our clients are already sharpening their edge with the newest tools and features long before their competitors know about Google’s newest innovations.

  • Insider knowledge: We don’t just have early access to Google’s resources. We can request confidential intel straight from their data vault. 

Others have to squint their eyes and furrow their eyebrows in confusion, trying to decipher Google’s every move. Us? We’ve got access to the ad platform’s nonpublic data.

Why settle for DIYs and bargain-basement marketing services when you deserve excellence? If you want to rule your niche, bring out the big guns. Work with a Google-recognised industry leader like us.

Check out what our clients say about our work with them:  

“We’ve been working with the team at Digital Spotlight on our SEO strategy for a couple of years, and have just recently brought across our Google Ads. A great team to work with, with great communication and who create great results!” 

— Jordi Twomey, marketing manager of Twomey Dispute Lawyers, a disputes and commercial litigation law firm servicing Brisbane, Northern Rivers, and Gold Coast.

“I can’t believe how well PPC works. We can’t keep up. Many thanks for everything you and your team are doing.” 

— Joseph Khoury, Tree and Garden Solutions

Microsoft Ads (Bing PPC)

The general idea behind Microsoft Ads (formerly
Bing Ads) and Google Ads is the same.

Like Google Ads, Microsoft Ads is a PPC advertising system. However, you launch and run ads on the Bing, DuckDuck Go, and Yahoo! search engines.

If you don’t think advertising on Microsoft’s network is worth your time and investment, consider this: Bing has a 6.7% market share, making it the second-largest search engine

So, while Microsoft Advertising may not offer as much potential traffic volume as Google Ads, it still offers significant growth opportunities.

Plus, with Microsoft Advertising, you have less competition (more chances of capturing the market) and, possibly, high conversion rates.

Our agency knows what it takes to win Bing’s potential traffic and leads.

We don’t just use Google Ads campaign strategies and apply them to Bing. We have a dedicated team of Bing Ads specialists who can help scale your ad campaigns using customised solutions to win the website’s unique demographic.

YouTube Advertising

Over 40% of global consumers buy products they’ve seen on YouTube

Advertising on YouTube can help you draw prospective clients when they search and watch video content on the platform.

Whether running video discovery, in-stream, non-skippable, or bumper ads, we can help you reach and engage on a PPC channel that boasts two billion users.

Keyword Research and Analysis

Search terms and phrases affect your PPC’s overall performance.

The search terms and phrases you target can make or break your PPC campaign. After all, these keywords determine which searches will trigger your ad’s appearance.

That’s why we use various strategies to help you capitalise on your target audience’s search behaviour and predict the key terms they’ll likely use.

For example, our paid search specialists conduct thorough keyword research and use techniques like specifying keyword match types and adding negative keywords to maximise your advertising budget.

Negative keywords are terms or phrases advertisers incorporate into PPC campaigns to ensure their ads don’t display on irrelevant sites or videos.

Display Advertising Campaigns

Unlike paid text ads,
display ad campaigns may contain other media, such as images, video, and audio.

Why should you consider using display ads? For boosting awareness and driving traffic.

 In display ads, we can help you define your target audience based on their interests and re-engage past site visitors using remarketing techniques.

What Is the Google Display Network?

Google Ads may be divided into two categories: the search ad network (feature ads on Google) and the display ad network (run ads on third-party websites). 

The primary benefit of advertising on the GDN is that you can reach 90% of internet users worldwide.

Display ads expand your online reach with dynamic formats (text, images, and video) appearing across diverse platforms. Tap into browsing sessions, YouTube videos, Gmail, and mobile apps.

Copy for Paid Text Ads

We have a team of
copywriters who can craft original, insightful, and high-quality ad copies. They work closely with our PPC experts to ensure your headlines and description text resonate with your target audience.

Retargeting and Remarketing Strategy

These two strategies share the same goal: reach customers who have
visited your website multiple times or have already digitally interacted with you.

That said, retargeting and remarketing slightly differ from each other. 

Retargeting nudges potential customers to make a purchase. Remarketing lets you engage with existing customers through digital platforms, such as email or even paid ads.

For example, Google can analyse website visitors’ search behaviour and demographics and match them to the ideal web pages.

 With Google Remarketing, you can re-engage site visitors after they leave your page. Our results-oriented team of Google-trained specialists can use this advertising option to develop cost-effective, high-converting ad campaigns.

Shopping Campaign Creation and Management

Out of Google’s four primary advertising products,
Google Shopping may be best suited for eCommerce businesses. We can help scale and sustain your online venture by optimising your feed to display information that Google rewards, like ads with product images.

Social Media Ad Management

social media strategists work across top platforms, including Facebook, Instagram, TikTok, and Twitter (now X).

We can help elevate trust and foster long-term loyalty among your target audience by leveraging the power of our meticulously designed social media ads.

Facebook and Instagram Advertising

Here are three things to expect from our Meta Ads (Facebook and Instagram) management services:

  • Retarget: Stay visible to site visitors as they go on their buying journey. Keep engaged with your top leads until they’re set to convert.
  • Reintroduce: Do you run email campaigns? Enhance your email list’s open rates — even breathe new life into an old list — by syncing these records with Facebook and Instagram’s retargeting lists.
  • Reappear: Boost brand recognition by seizing the attention of potential customers on Instagram and Facebook, spanning the web and the apps they frequent.

Why should you choose us for your Meta Ads campaigns? Partnering with us means tapping into a seasoned team of paid ads specialists who understand how Instagram and Facebook’s algorithms work.

No need to master platforms yourself. We’re on top of changes, handling millions in ad spend for clients, giving you insights you wouldn’t get by yourself.

PPC Auditing

We’ve got a team of maths whizzes and marketing pros adept at using advanced statistical analysis to tackle
Google Ads challenges. With over 15 years of testing and optimisation, we consistently deliver maximum returns on minimal investments.

How? Our approach is unique. We don’t just sign you on as a client; we conduct a comprehensive 360-degree health check on your Google Ads first. From there, we devise a strategy tailored to your needs, setting realistic expectations every step of the way. 

You won’t need to commit to a marketing budget until we develop a clear and detailed game plan for you.

Traffic and Click-Through

An effective
Google Ads campaign can enhance your online presence and drive immediate targeted traffic to your website.

You can turn this influx of traffic into a sale with a relevant and keyword-optimised ad copy

For instance, we helped Dural Irrigation, an Australian-based irrigation equipment eCommerce company, increase its total revenue by 311.07%.

Tracking and Monitoring

Our agency considers transparency a core policy. While other marketing agencies keep you in the dark about their work’s impact, we’re all about sharing our progress. Your input on how we handle your PPC investment matters to us.

So, expect frequent updates and reports. And if you need help understanding the results, our PPC experts are always available. Just dial 1300-891-181 or email [email protected].

PPC Campaign Setup and Structure

Keyword research and budget estimates are crucial to our
PPC campaign setup and structure. 

We use the keyword planner to find keywords and get search volume during keyword research. Then, we identify which keywords to target based on the answers to these questions:

  • Does the client consider the keywords important?
  • Did the client include the keywords in a list (questionnaire or email)?
  • Are the keywords ETM or ITM? How can we turn them into ITM or ETM if they’re too broad?
  • Do the keywords match the products or services that the client’s site offers?

What Are the Differences Between SEO and PPC?

SEO (search engine optimisation) and PPC have pros and cons. Many of our clients do both to maximise the returns they get from each.

SEO is great if you’re investing to generate sustainable results over a medium to long period. Getting high search rankings, a steady flow of organic traffic, and qualified leads may take time. 

The upside is that you won’t have to pay whenever users click on your content. Also, your SEO budget generally stays flat. 

Over time, a scalable, research-based strategy can help improve your traffic, ranking, and sales with lower acquisition costs.

On the other hand, PPC is ideal if you’re looking for immediate results. For instance, Google Ads can quickly improve visibility and drive traffic to businesses that want instantaneous impact and conversions. 

Given these huge potential returns, it is no wonder many businesses in your niche, including industry heavyweights, have a PPC strategy. 

But remember: if you don’t maneuver your budget wisely, PPC ads can be costly. The risks are too great to trust a rookie PPC agency or “make things up as one goes along”. 

As one of Google’s top 2% Premier Partners, we have a direct line to the search platform’s top-level support teams. This hotline access means we can deliver PPC results you won’t get elsewhere.

Check out our work with Communicate Speech Pathology, a reputable speech therapy service company servicing Melbourne, Brisbane, Newcastle, and Sydney

We’ve increased its conversions by 1,266.67% while reducing the cost per conversion by 77.75%. 

Are you still unsure which marketing strategy to use? You can contact us. Don’t worry. You won’t hear from fast-talking sales reps. We take considerable time to understand your case before pitching anything. 

Then, we help you devise the ideal combination of SEO and Google Ads to help you get the most out of each online marketing tool.

Combining PPC With SEO Services to Maximise Results

PPC complements your SEO efforts, amplifying marketing ROI. While these tactics don’t directly impact each other, a seasoned PPC management agency can integrate them to:

  • Expand your online reach by securing top positions in organic and paid search results
  • Drive more targeted traffic to your business website and raise brand awareness
  • Strengthen your keyword strategy by leveraging PPC insights to discover and target relevant keywords for SEO

7 Steps to Successful PPC Campaigns

Even short-term PPC campaigns can give you a significant ROI at a low cost when done right. Here are some ways we can help you maximise your campaign’s effectiveness.

Understanding Goals

Our agency puts people first before profit. We start by listening to you from the beginning. 

Then, as needed, we craft a customised Google Ads management strategy aligned with your business objectives. Our consultants will discuss your goals in-depth and outline the steps to achieve them.

Bid Strategy

Bids are crucial for determining keywords’ average position. That’s why we follow a methodical, data-driven approach to bid adjustment, ensuring optimal keyword positioning.

We’ll adjust your bids when:

  • Your account is limited by budget, but you can’t increase the budget. We may have to lower the bids of some keywords. 
  • Your account is not spending the budget, and the search impression share is lower than 90%.

We may increase the bids to achieve maximum search impression share in this case.

Ad Launch and Tracking

Here’s how we set up ads on Google:

  • Outline targets and objectives following the client’s feedback
  • Recommend the optimal Google ad network for your ads
  • Inquire about the assets and budget allocated for ad promotion
  • Identify targets, including demographics, location, keywords, and devices
  • Implement conversion tracking
  • Verify ad accuracy, structure, budget, and conversion tracking setup to ensure seamless operation before launch

Contact us today for a first-hand experience of how a maths-driven Google Ads campaign can help scale your business.

Ad Copy

Prospective clients use specific keywords when searching through Google’s search engine.

So before we write your ad, we first analyse who you are writing the ad to. Who is your target audience

That’s why we focus on one main keyword per ad group when crafting your ad.

Once we’ve identified that keyword, we ask ourselves: “Does this keyword attract some searchers who are not good prospects?”

This scenario often arises when the keyword has an alternative meaning (for example, fencing).

In such cases, you (as our client) must be clear regarding your ad’s purpose and the ad type:

  • Attractor ads aim to get everyone who views them to click on them. You want to attract everyone. 
  • Filtering ads target only a specific group of people who see the ad to click it.

We suggest filtering ads when your ad group’s main keyword captures only a portion of the relevant audience.  

Here, we’ll add qualifiers to the ad, ensuring it resonates exclusively with the most promising prospects who will see it.

Now, our writers use that primary keyword and imagine the sort of person who would type that into Google, asking these guide questions:

  • What are they looking for with that search?
  • What is their current situation?
  • What prompted them to do this search?
  • What constraint or problem are they trying to solve? 
  • What do they believe about their situation?


Our team of experts diligently analyses Google day in and day out. As a result, they remain unfazed by sudden algorithm changes. In fact, they leverage this intricate computer logic to constantly enhance our clients’ campaigns.


Unlike many PPC agencies, we never consider a campaign “set”. We’re always striving for improvement. That’s why we’re constantly monitoring results and fine-tuning our strategies as your campaign progresses.

Can we reallocate your budget from underperforming ads to those yielding strong results? Is your industry experiencing a low season? Are there current circumstances causing a decline in consumer engagement with your business?

Our campaign management addresses these concerns, ensuring your PPC ad campaign consistently mirrors our responses. We’re after the results. But our job doesn’t end as soon as we see some.

Progress Reporting

We run your PPC campaigns using your account so you can track where your every dollar goes.

If you’ve yet to register a PPC account (for example, a Google Ads account), we’ll set one up for you. We’ll manage the account, but you’ll be its owner.

You can also monitor our progress through your account’s activity log. Lastly, you can assume control of your account whenever you choose.

Here’s a commendation from one of our recent clients: 

“[The Digital Spotlight] team is a great choice when needing help to manage Google ads. [The team is] honest, passionate, and understanding. I highly recommend it to any business looking to grow their business.”

— Rory Chapman, Footprints Podiatry Salamander Bay and Mayfield Family Podiatry

Why Choose Us?

Here are the primary reasons why and how we continue to deliver impressive PPC advertisement returns for our clients:

  • Highest level of Premier Partner status: This platinum status gives us direct access to Google’s top-tier reps, allowing us to gather high-level info directly from the source. 
  • Dedication to cut ad budget wastes: We use innovative tactics (advanced bidding and campaign structure) to ensure you only pay for highly relevant and profitable clicks and traffic.  
  • Constant results-oriented testing and tracking: Even if we achieve remarkable ROIs through our campaigns, we never stop testing and optimising. We monitor vital metrics and optimise for:
    • Niche and market trends
    • Seasonal shifts in search behaviour
    • Geographical variations
    • Competitors’ campaign maneuvers
  • Hands-on and client-centred approach: We don’t leave your PPC campaigns to robots. Skilled and certified professionals will manage your account. You can call or email them for assistance if you need help understanding your results and reaching your short- and long-term goals.

Still undecided? Here are more things to know about us and our unique PPC approach:

Because Trust Is Everything

When you partner with us, trust is paramount. You deserve to know how your money is being utilised and what strategies we’re implementing. 

We stay in touch every step of the way, offering detailed reports on performance metrics, spending versus sales, achieved targets, and more.

We Believe in Transparency and Building Partnerships

We operate with 100% transparency, providing you with insight into every aspect of our work and delivering measurable outcomes. Your data remains exclusively yours.

That’s why our collaboration is a two-way street—we select clients as carefully as they choose us. We’re not being snobs; rather, we want to partner with businesses that are dedicated to growing their business through PPC.

Because Marketing Shouldn’t Be a Gamble

Investing in digital marketing and advertising is a big deal. We get it and take this fact seriously. While other businesses and advertisers see PPC marketing as a gamble, we don’t.

Data, numbers, and statistical analysis are the bedrock upon which our PPC strategies are built. We don’t engage in guesswork and leave everything to chance. 

As maths-loving marketing pros, we work diligently to boost your online presence, scale your business, and put a level of certainty on future results. 

We Deliver Results and Focus on ROI

It won’t matter much what a PPC agency says when you sign up for its services. The same goes while you’re still with an agency. Hype and shiny campaigns are just digital facelifts. What matters most is the finished product.

As a results-focused agency, we’ll help clarify your goals, create and implement realistic solutions, and deliver real-world outcomes.

Our team comprises Google-trained specialists who excel at optimising Google Ads using advanced statistical analysis, constant testing, and campaign evolution. We’re dedicated to achieving maximum returns at the lowest possible cost.

We Partner With the Best to Give You an Unfair Advantage

We’re a top 2% Google Premier Partner, a high-tier status reserved for elite agencies handpicked by Google. This badge recognises our expertise in the following:

  • Cutting down on unnecessary ad spending
  • Dramatically increasing our roster of A-list clients
  • Securing long-term partnerships (clients stick with us for the long haul, even without binding contracts)

Competency in Analytics, Numbers, and Strategy

Maths and analytics are pivotal for our PPC campaign wins. As a top-notch PPC agency, we know how to use the right data and figures to our client’s advantage. 

We understand how diverse target audiences and markets behave online, a prerequisite for developing ROI-centric campaigns. Additionally, we use state-of-the-art tools to gauge PPC metrics and performance.

Repository of Curated Audience Data

The more campaigns we manage for various clients, the richer our data becomes. This effect enables us to forecast audience behaviours accurately based on our gathered insights.

Choosing a PPC agency with comprehensive data repositories, like Digital Spotlight, can save you valuable time and provide a competitive advantage in your lead generation efforts.

Local Search Expertise

88% of people who do a local search on their smartphone end up hitting a related store within a week. So, if you run a physical store, know that local search holds significant weight in your marketing efforts.

Ensure the agency you team up with is proficient in local paid search. A PPC agency, like Digital Spotlight, with strong expertise in local search, can assist in driving the foot traffic necessary for your business expansion.

Specialty in Certain PPC Channels

PPC agencies come with their own set of specialties.

One might focus solely on programmatic advertising, while another specialises in managing PPC across multiple channels, like social media. Some even offer consulting services.

However, a top-notch agency offering PPC services in Australia will provide a full range of services all in one place, with expertise in managing campaigns across various platforms.

Depending on your marketing goals, consider which channels you will likely use. Do you need help with design? Or maybe you’re after ad copywriting services? Clearing this up will help you make the right choice.

Integrated Approach to Digital Marketing

You’ll want to partner with an agency, like Digital Spotlight, that seamlessly integrates its PPC initiatives to bolster your digital marketing strategy and overall business objectives. 

We prioritise the big picture, crafting and executing campaigns that align harmoniously with other channels throughout the sales funnel.

Our integrated marketing approach will ensure you gain significant returns on your advertising dollars and reap benefits in the long run.

Hardcore Strategy

You now know that PPC is a versatile marketing tool, offering you various ways and channels to advertise your products and services. 

Despite these flexible options, navigating PPC demands a hardcore (data- and numbers-based) strategy to prevent your ad budget from being drained unnecessarily.

We’re all about delivering results. Here’s our average ROI for clients:

  • Boosting leads and sale figures by a whopping 83%, with select cases achieving quadruple the anticipated sales
  • Cutting down on ad waste and trimming costs by a solid 33%
  • Decreasing acquisition expenses by 23%

True, we don’t guarantee quick, off-the-charts outcomes. But rest assured, we’ll deliver the expected results promptly.


Client-retention rate


Average client ROAS


Number of client campaigns we’ve worked on

Frequently Asked Questions

Will PPC services in Australia work for your business?

We’ve helped businesses make PPC work as they should. We’ve used various PPC services, including paid search and social media ads, to help supercharge their sales. 

It is different for every business, but PPC can help you become a dominant player in your niche. We know this based on over 15 years of industry experience and investing millions of dollars for almost 2,000 clients.

Why do people opt for PPC? What are the benefits of PPC services in Australia?

People use paid ads to increase visibility, get quick returns, and target specific audiences. Some businesses use this option to supplement their SEO efforts, expand their reach, and boost overall revenue.

Paid ads operate on a CPC (cost-per-click), CPM (cost-per-impression), or pay-per-conversion (PPConv) basis. You only pay when users click on or view your ads.

Say you have the budget and work with an agency that can execute them effectively and efficiently. In that case, PPC can help catapult you to the top of the Google search results without draining your hard-earned money.

Is finding PPC services in Australia important?

You might want to work with an Australian PPC company for easy access. Or you might buy a hundred-dollar course from a local paid ads “guru” to manage your PPC and cut marketing costs.

However, while geographical accessibility can be important in deciding which PPC agency to work with, an agency’s ability to capitalise on high-yield opportunities matters most.

Our headquarters are in Sydney and Newcastle. You might want to try our PPC services due to our location alone.

But it isn’t wise to join a firefight using a water gun, and given the fiercely competitive PPC situation in Australia, you should always be ready to fight fire with fire.

As PPC campaign veterans, we know how to win even in the most challenging industries. We’ve helped many clients from various niches and places (both in Australia and worldwide). 

Logical precision, proprietary and cutting-edge tools and techniques, and a verified list of real-world successes in the field you’ll get all these perks when you partner with a maths-based and results-focused industry pioneer like us.

How do I get started with PPC services in Australia?

PPC is as simple as registering an ad account and learning basic terms and processes, like keyword bidding and setting a campaign live.

But does mere knowledge of the basics guarantee you’d come out on top in the cutthroat world of digital advertising? No. 

PPC may be a pretty straightforward strategy, but creating and implementing winning solutions isn’t. Like in any other task, the “devil is in the details” when it comes to crafting effective campaigns.

For instance, we’d have to pinpoint your targets when managing your Google Ads. These objectives may include keywords, location, demographics, and devices.

We’ll also have to choose the ideal Google Ads network for your ads based on your budget and primary and secondary ad goals.

Lastly, we track your site’s conversion nonstop (as long as you’re with us). This process ensures the accuracy of your ads, structure, budget, and conversion tracking configuration. Before setting your campaign live, we double-check if everything is running smoothly.

Consult our paid experts to learn how a maths-based PPC approach can help scale your business.

What are the types of PPC?

Many advertising products charge you per click on your content, from paid search to social media ads. Here are some of the PPC services we offer: 

  • Google Ads (formerly Google AdWords and Google AdWords Express): Google offers this digital advertising solution to businesses that want to promote and sell products or services via Google Search, YouTube, and other Google partner websites.
  • Facebook Ads: This online advertising product lets businesses promote their services or products on Facebook and its affiliated platforms. 

The Facebook ad option lets you specify the type of people you want to reach and engage. You can target potential customers by interests, location, and demographics.

  • Microsoft Advertising: This service lets you advertise on Bing, Yahoo!, and DuckDuckGo search engines.

Are you a Google Partner?

Yes! We’re a Google Premier Partner, a special badge of honour that Google awards to a chosen few. This title recognises our proven success in the following:

  • Eliminating wasteful ad spending
  • Growing our client base exponentially
  • Retaining long-term clients (they stay with us for a long time, even if we don’t lock them down with a contract)

How is our Premier Partner status good news for our clients? It gives us direct access to Google’s top support people who will prioritise fixing our clients’ account issues. 

Plus, we’re always the first to know about new Google search and display features. We can test these innovations on our client’s behalf long before their competitors get a hint that they exist. That’s a competitive edge you definitely don’t want to miss.

What businesses are using PPC? What type of clients do you work with?

Whether small or big, global or local, all types of businesses can reap rewards from PPC.

We’ve worked with virtually all sorts of clients, including big and small businesses, local and global organisations, eCommerce and physical shops.

For example, we’ve launched and run Google Ads campaigns for businesses of various sizes and types across highly competitive niches, including law, medical, real estate, finance, and home improvement.

With our incisive, multi-level campaign optimisation procedure, we can help transform your company into an industry powerhouse. 

Contact us for a pitch-free consultation to see if our PPC services can add value to your business. We’ll help you determine which ad model to use based on your objectives, budget, and target market.

What skills should you look for in a PPC services provider?

Suppose you want a better shot at success in PPC. In that case, you need an advertising agency with battle-tested skills, years of experience, and state-of-the-art tools and processes.

Here are five green flags to consider when looking for a PPC service provider:

  • The agency listens first and understands your unique situation before suggesting anything.
  • The agency can provide relevant and recent examples of wins in markets similar to yours.
  • The agency studies paid ad platforms daily.
  • The agency doesn’t tie you down with a contract. You stay for the results you’re getting and not to contractual obligations.
  • The agency brings in a steady stream of qualified leads at their clients’ best possible cost of acquisition (COA).

Want the following?

  • Slashed wasted PPC expenditure
  • Increased quality lead and sales 
  • Higher conversion rates
  • Decreased average cost per sale

Let us show you what happens when you let experts manage your campaigns.

Is Google Ads PPC or SEO?

Google Ads involves CPC bidding, which means you pay for every click on your ads. In short, Google Ads falls squarely under the PPC category, not SEO.

What is a good CTR?

A good CTR is a high CTR. 

 Click-through rate (CTR) equals the number of clicks divided by the number of impressions. 

Note the following:

  • Impressions refer to the number of times searchers saw your ad.
  • “Clicks” mean the number of times users click your ad.

Say your ad appeared for 100 impressions, and you only got five clicks. In that case, your CTR is 5% ([5 ÷ 100] x 100). 

CTR is the most crucial quality score element. 

Quality score is a diagnostic tool that shows how well your ad quality compares to other advertisers. The greater your ad quality (based on quality score), the higher your ad will appear on the search results page (higher ad rank):

As a formula: Ad rank = max bid x CTR 

How does this affect you? It means you can pay less for your ad if you have a higher CTR than your competitors. 

For example, John has a 2% CTR and bids $3, while Billie has 6% and bids $2. Therefore,

  • John’s ad rank = 0.06 ($3 x 2%)
  • Billie’s ad rank = 0.12 ($2 x 6%)

Since Google earns more per search from Billie, she has a higher ad rank. Billie’s ad will appear closer to the top even though her bid price is roughly half John’s.

Our PPC strategy can help you get a good CTR (thus, a high ad rank) through these steps:

  • Ensure your ad groups are dialled in tight, allowing you to craft an ad that speaks to all the keywords in the group

Perform ongoing split tests

How much do PPC services in Australia cost?

PPC costs differ depending on the agency, package, and the level of support you need. The agency’s fee structure can affect your overall expenses.

Some agencies offer a set monthly rate. Others ask for a portion of spend or revenue.

How about us? Most of our clients pay a flat fee (with exceptions for enterprise clients requiring customised solutions).

How much should you spend on PPC?

The answer to this question depends on your unique situation, primary and secondary targets, and goals. 

Fortunately, with us, you can control your Google Ads cost! How much you’re willing to invest in your campaigns is up to you.

Can you set budgets for a PPC campaign?

Yes. For instance, we can set monthly and daily budgets based on different factors, including ad schedule, by logging in to your Google Ads account and clicking “Campaigns”.

Our paid campaign managers include a budget breakdown when handling multiple campaigns.

We set the budget based on the client’s preferred monthly and daily allocations, as indicated in the questionnaires we give them. 

Sometimes, clients only specify their daily budget. In that case, we calculate the monthly budget based on the ad schedule:

Ad schedule Formula Example
24 hours a day, seven days a week (all the time) Daily budget x 30.4 days For a $100 daily budget:

$100 x 30.4 = $3,040 monthly budget 

Weekdays only (5 days a week)   Daily budget x 30.4 days x 57   For a $100 daily budget

$100 x 30.4 days x 

57 = $2,171.43 monthly budget

We also ensure that the daily and monthly budget currency matches the account’s currency setting. 

Say you provided the budget in AUD (Australian dollars), and your business is in Australia. In that case, the currency of the ad account must be AUD.

How much will it cost per click?

CPC (cost-per-click) vary between businesses, even for those offering similar services or products. That said, the average cost-per-click of a search ad in Australia is between $1 and $25.

How much do I need to be involved?

One of our core principles is to think of the client’s POV (point of view) first and ours second. While our comprehensive PPC approach and strategy pretty much cover everything, we always consider your feedback before doing or changing anything.

In fact, you can take control of your account at any time. You’ll be able to see just how much we’re doing using your account’s activity log. You’re in the loop at every stage of the campaign.

With us, you can sleep better at night knowing that your PPC ads are in capable hands. 

Here’s Joe Bavaro, the director of Bird Control Australia, expressing his deep appreciation for our support:

“I have worked with [Digital Spotlight] for several years now and can not speak more highly of them. Like most, I have experienced several other companies over time, but am sticking with these guys. Their response time is super fast, even if it is the smallest of questions. I used to micro-manage my accounts, but now I feel very confident in stepping back and letting [the Digital Spotlight] team do what is best. I honestly could not ask for more.”


Do you need to access our Google Ads account?

Yes. We aim to set all accounts under our MCC (My Client Center) so that only one manager account exists.

What if I don’t have a Google Ads account?

If you’ve yet to create a Google Ads account, we’ll help you set one up. We’ll manage the account, but you’ll be its owner. You can assume control of your account whenever you want.

As a Google Ads account owner, you can do the following:

  • Give users administrative access to the account
  • Remove users from the account
  • Review and manage link requests from other managers to the client account
  • Turn off ownership
  • Transfer ownership to a different manager’s account
  • Unlink other managers from the account
  • Activate remarketing list sharing in the client’s account, allowing those lists to be shared with other accounts under the manager account

More importantly, as the account owner, you can track our progress through your activity log.

Will you be installing conversion tracking on my website?

Yes. To help measure your Google Ads performance and impact, we track conversions. Here’s how our conversion tracking process goes:

  • Identify your campaign or service goals
  • Check your website for any specific action or engagement we need to track
  • List all interactions that you deem essential, such as:
    • Form submission
    • Purchases
    • Calls from ads or the landing page 
  • Record the steps to get into that engagement
  • List instructions for the web developer on how to set up the tags and triggers
  • Once the web developer has put the tags and triggers in place, test them

Will I receive reports?

Yes. Transparency is a core value at Digital Spotlight. It is one of the reasons why we manage your PPC campaigns solely on your account and not ours. This way, you can see how we deliver the results your business needs.

Do you offer remarketing services?

Yes. Using Google Ads and Facebook Ads remarketing services, we can help you reach prospective clients who have previously engaged with your business website or shown interest in your products or services. This process can increase the chances of conversion.

We ensure that your budget is focused on campaigns generating conversions, and remarketing services help us do so.

How do I get better results from my PPC campaigns?

Not all PPC strategies can produce the advertising outcomes you want for your business. You need an agency like us with unbeatable skills, experience, and resources to improve your odds of winning in PPC.

Over the last 15 years, we’ve used a methodical, systematic, and evidence-based approach to PPC campaigns

Our commitment to this maths-heavy and data-driven process has helped us generate high-quality leads and impressive returns for thousands of local and global businesses.

Here’s what Daniel Hersee, director of Black Lion Digital, had to say about our services:

“Unbeatable results and customer service. I have a social media agency and I have used Digital Spotlight for over 10 clients and they have all had exceptional results for SEO and Google Ads. There isn’t anything this incredible team doesn’t know about search engine optimisation or anything search marketing. Hire them before your competitor does!”

As an
Australian-based digital marketing and advertising agency, we can help scale your business through numbers-based, results-oriented PPC services. 

Book a free consultation with our paid ads experts to learn how we can help you dominate your niche. Email [email protected] or call 1300 891 181.

Let’s Get In Touch

Feel free to get in touch with us or if you like, you willalways be welcome at our office, we love visits! test

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bg Find us


Suite 2, Level 18, 45 Clarence St.
Sydney NSW 2000, Australia


Suite 1, 24 Alma Rd,
New Lambton NSW 2305, Australia


1300 891 181

Contact Us


Suite 2, Level 18, 45 Clarence St.
Sydney NSW 2000, Australia

Suite 1, 24 Alma Rd,
New Lambton NSW 2305, Australia

1300 891 181| 0435 938 820|

  • We have been working with the team at Digital Spotlight for over five years now. Their expertise, timeliness, and attention to detail have been instrumental to the success of our digital marketing. Most recently they worked closely with us on a complete website relaunch. With a project like this you would generally expect to see a short-term drop in SEO due to the sheer number of changes, however not only did we not see a drop in our rankings, but they actually increased substantially! We cannot thank Digital Spotlight enough for their support and the care they took to ensure this project was a resounding success.
    It has been an absolute pleasure to work with the Digital Spotlight team over the years and I would highly recommend their digital services.

    Iris Lever , CMO at PropertyMe
  • I can’t believe how well PPC works. We can’t keep up. Many thanks for everything You & your team are doing

    Joseph Khoury , Tree and Garden Solutions
  • We have too much work booked and are at full capacity. We are adding staff and resources … Thanks again and I would highly recommend you guys ,you have been brilliant

    Daren , Zeroharm l Fire Protection l Electrical Test and Tag I Pest Management
  • You and your team were able to get us leads for almost half the price we were getting before, and the quality of leads were more than 50% better… in only 4 weeks…

    Yuri Marshall , Visaone
  • I’ve been with Digital Spotlight 6 months, and the results have been terrific… many search terms related to my business, and my rankings have steadily grown each month…

    Director , Eastside Speech Solutions
  • In your industry where many take your money and do very little for it you are a breath of fresh air for small businesses like mine…

    Philip K. Bonser , Goulburn Offroad Carts
  • The outcome was beyond my expectation; we are very pleased with the results and their excellent customer service….I would highly recommend Digital Spotlight’s services for your business!…

    Sophie Sutjiadi , Grace Hotel
  • The first serious website lead we had translated into a 200,000.00 fitout… Digital Spotlight have paid for themselves many times over and I would highly recommend their commitment and service

    Tim Lassig , Director Hospitality Fitout Specialists
  • I now think of how much money I wasted before I contacted your company… and without reservation recommend [Digital Spotlight] to any Organisation or Individual

    Martin Roschach , Director Reach for Life Health
  • Working with Blake and Digital Spotlight has been great, we took the time to figure out a realistic strategy which has helped our organic rankings immensely! We are now on the front page for so many head terms that were previously out of reach!

    Sean Hearsee , Managing Director Sage Painting
  • Blake and his team are brilliant to work with! Great communication and extremely skilled to deliver awesome results. Thank you!

    Jordi Twomey , Twomey Dispute Lawyers
  • We have been very pleased with our decision to engage Digital Spotlight to manage and and improve our SEO. Blake, John and the rest of their team are very responsive and know their stuff. After some bad experiences with other providers in this space, we're not going anywhere.

    Managing Director , Avlaw Aviation Consulting