Diagnosis before activity
The first job is to work out what is really limiting progress: demand, enquiry quality, conversion, retention, margin, measurement or team capacity.
PPC & Paid Media
PPC and paid media support with a sharper commercial brief
Paid media can create momentum quickly, but it also makes weak priorities expensive. Verum Fortis helps businesses use PPC with clearer account direction, stronger feed and landing-page alignment, and sharper thinking around what the spend is meant to achieve.
Why this matters
Paid media should be judged by the quality of growth it creates.
A busy ad account can hide some awkward truths. Lead quality may be soft. Campaigns may be driving the wrong product mix. Landing pages may not be doing their job. Spend can rise before the business has decided which customers or outcomes are most valuable.
Good PPC support starts by tightening the commercial brief around the media. Which demand should be captured? Which audiences are worth paying for? Which offers deserve budget? Which pages can convert efficiently enough to justify the click?
For e-commerce brands, the product feed is part of the media strategy too. Shopping and Performance Max campaigns are only as useful as the product data, titles, attributes, custom labels, pricing, availability and exclusions they are working from.
That applies whether the work sits in Google Ads, Microsoft Ads, paid social or a mix. The point is to give the channels a clearer role inside the wider growth system.
Typical paid media issues
- Spend is rising faster than confidence in the result
- Leads or sales volume looks healthy, but quality is inconsistent
- Shopping or Performance Max performance is being limited by weak feed data
- Campaigns are active, but no one is clear on the commercial brief
- Landing pages and account structure are pulling in different directions
- Reporting describes activity but does not make budget decisions easier
How the advice is judged
PPC & Paid Media should make the commercial decision clearer.
The channel is only useful when it is solving the right problem. Before recommending activity, I look at the role this service should play in growth, confidence, conversion, retention or measurement.
Advice tied to decisions
The work should make it easier to choose what to fund, pause, brief, measure or fix next. Useful strategy changes what happens after the conversation.
Built for lean teams
The guidance is shaped for UK SMEs and e-commerce brands that need practical senior judgement without turning marketing into a heavyweight process.
What support can include
Strong PPC support should incorporate
Useful PPC work sits between media management and senior judgement. It isn't just about launching more campaigns.
Account diagnosis and channel role
Review what the account is currently doing, where waste or drift is appearing, and how each paid channel should contribute.
Feed, offer and landing-page alignment
Tighten product feeds, targeting, creative, proposition and the page receiving the click so the account has better inputs before budget is scaled.
Commercial reporting and budget decisions
Focus on metrics that support decisions around lead quality, contribution, feed performance, customer value and what the business can afford to scale.
Strategic lens
A strategic layer keeps PPC from becoming a spending habit.
The paid platforms will always offer another audience, campaign type or optimisation route. The job is not to chase every option. The job is to decide which ones fit the current commercial constraint and which ones can wait.
In e-commerce accounts, that often means getting closer to the feed. Product titles, descriptions, Google product categories, GTINs, custom labels, stock status, margin groupings and product exclusions can all change the quality of what the platform is able to do. I prefer DataFeedWatch where a dedicated feed management layer is useful, especially when the store needs cleaner rules, labels and channel-specific product data.
That's where paid media becomes more useful. It stops being a stream of plausible activity and becomes part of a deliberate growth plan.
Good fit
Where PPC support is strongest.
PPC support is strongest when there's already enough spend, enough traffic or enough customer data to judge properly, but not enough clarity around what should happen next.
It's often most useful before a scale-up phase, after performance has plateaued, or when leadership wants a more independent view of what the account is actually doing.
Indicative investment
PPC pricing should separate account activity from senior direction.
Paid media can be tightly scoped when the account is already clear. It needs more senior input when spend, landing pages, reporting and commercial priorities all need tightening together.
Paid media management
From £750/month plus media spend
For focused management, review and optimisation where the account has a clear role and the business mainly needs steadier improvement.
More involved PPC and paid social support
From £1,250/month plus media spend
For accounts where channel direction, landing pages, lead quality, reporting and budget decisions need more active strategic input.
A three-month starting point is usually sensible unless the brief is a focused audit, setup or account review.
Example outputs
Example PPC and paid media outputs
The work should make spend easier to judge, not just create another set of platform changes.
Paid media diagnostic
A clear view of what the account is doing, where spend is drifting and which campaigns deserve more or less attention.
Feed and landing-page improvement plan
Practical recommendations for product titles, attributes, custom labels, exclusions, offers and landing pages, with DataFeedWatch included where it is the right feed layer.
Budget and reporting view
A simpler way to judge spend, lead quality, contribution, customer value and whether scale is sensible.
FAQs
Questions before starting PPC support
Is ad spend included in the monthly fee?
No. The monthly fee covers the strategic and management support. Media spend is paid directly by the business to the relevant advertising platforms.
Can you review an account without taking over management?
Yes. A focused audit or account review can be useful when leadership wants a clearer independent view before changing budget, supplier or campaign direction.
Which platforms can the work cover?
The work can cover Google Ads, Microsoft Ads, paid social and the wider paid media journey. The important point is not the platform list, but whether each channel has a clear commercial role.
Can PPC support include feed management?
Yes. For e-commerce brands, feed management can be central to paid performance. Support can include Merchant Center hygiene, product titles, attributes, custom labels, exclusions, pricing and availability checks, and DataFeedWatch setup or optimisation where a dedicated feed tool is useful.
Related thinking