PPC & Paid Media

Scale Your Google Ads Accounts with Nordic PPC Experts

From Google Ads to Microsoft Advertising, we create and manage high-performance paid campaigns that drive real business results. Every dollar optimized for maximum return.

Our Process

How We Drive PPC Success

A proven four-step methodology that ensures your campaigns are built for performance from day one.

1

Onboarding

We start with a deep-dive into your business, understanding your goals, target audience, competitive landscape, and current marketing efforts. This foundation ensures our strategy aligns perfectly with your objectives.

2

Strategic Planning

Based on our discovery, we develop a comprehensive PPC strategy. This includes campaign structure, keyword research, audience targeting, budget allocation, and setting clear KPIs and ROAS targets.

3

Implementation

Our team builds and launches your campaigns with precision. From account structure to ad copy, landing page optimization to conversion tracking—every element is crafted for performance.

4

Results & Reporting

We continuously monitor, optimize, and report on your campaigns. Regular check-ins, transparent dashboards, and actionable insights keep you informed and your campaigns improving.

Continuous optimization cycle
PPC Knowledge Hub

Comprehensive PPC Guide

Master the fundamentals of pay-per-click advertising and understand how we optimize every aspect of your campaigns.

PPC Fundamentals

What is Google Ads & PPC?

Understanding Pay-Per-Click Advertising

Pay-Per-Click (PPC) advertising is a digital marketing model where advertisers pay a fee each time one of their ads is clicked. Rather than earning visits organically, you're essentially buying visits to your site. Google Ads, formerly known as Google AdWords, is the world's largest and most popular PPC advertising platform, allowing businesses to display ads on Google's search engine results pages (SERPs) and across their vast Display Network.

When done correctly, PPC can deliver exceptional ROI. If you pay $3 for a click that results in a $300 sale, you've made a substantial profit. The beauty of PPC lies in its measurability—every click, impression, and conversion can be tracked, analyzed, and optimized for maximum performance.

How Nordiqly Approaches Google Ads

At Nordiqly, we view Google Ads as a precision instrument that requires expert handling. Our approach combines strategic thinking with tactical excellence to ensure every campaign delivers measurable business results.

Strategic Account Structure

We build Google Ads accounts with clear hierarchies—campaigns organized by business objectives, ad groups clustered by tight keyword themes, and ads tailored to specific audience segments. This structure enables granular control over budgets, bids, and messaging while making optimization more efficient.

Full-Funnel Coverage

We leverage the entire Google Ads ecosystem—Search for high-intent users ready to convert, Display and YouTube for awareness and consideration, Shopping for e-commerce, and Performance Max for AI-driven cross-channel optimization. This ensures we capture customers at every stage of their buying journey.

Continuous Optimization

PPC isn't a "set it and forget it" channel. Our team continuously monitors performance, tests new ad variations, adjusts bids, refines audiences, and identifies new opportunities. We use data-driven decisions to compound improvements over time, ensuring your campaigns get stronger month after month.

PPC at a Glance

Avg. CTR (Search)3-5%
Instant Visibility✓
Measurable Results100%
Budget ControlFull
Only pay when someone clicks
Target specific keywords & audiences
Track every conversion
Scale with demand

Ad Rank Formula

Ad Rank = Max Bid × Quality Score

Higher Ad Rank = Better position
You pay $0.01 more than the ad below you
Quality Score can reduce your costs by 50%+

Manual CPC

Full control over bids

Target CPA

Optimize for conversions

Target ROAS

Maximize revenue

Maximize Clicks

Drive traffic volume

The Mechanics

The Auction: How It Works

Understanding the Google Ads Auction

Every time someone searches on Google, an auction takes place in milliseconds to determine which ads appear and in what order. Unlike traditional auctions where the highest bidder always wins, Google's auction system considers both your bid and the quality of your ads to determine ad rank.

This means that a lower bid combined with high-quality, relevant ads can outrank a competitor who bids more but has lower quality. Understanding this auction mechanism is fundamental to running cost-effective PPC campaigns.

Budgets, Ad Spend & Bidding

Setting Your Budget

Google Ads allows you to set daily budgets at the campaign level. Google may spend up to 2x your daily budget on high-traffic days, but will never exceed your monthly budget (daily budget × 30.4 days). This flexibility helps capture opportunities while maintaining spending control.

Understanding CPC Costs

Cost-Per-Click (CPC) varies dramatically by industry, keyword competition, and quality factors. Legal and insurance keywords can cost $50+ per click, while local services might be $5-15. E-commerce products typically range from $0.50 to $5. The key isn't just the cost—it's the value each click delivers relative to what you pay.

Bidding Strategies

Google offers multiple bidding strategies, from manual CPC (full control) to automated options like Target CPA, Target ROAS, and Maximize Conversions. Automated bidding uses machine learning to optimize bids in real-time based on signals like device, location, time of day, and user behavior.

How Nordiqly Optimizes Your Auction Performance

We take a data-driven approach to bid management. Starting with careful keyword research to identify opportunities with favorable competition-to-value ratios, we structure campaigns to maximize budget efficiency. We continuously analyze auction insights to understand competitive dynamics and adjust strategies accordingly. Our goal is to win the auctions that matter—those that drive profitable conversions—while avoiding overpaying for clicks that don't convert.

Performance Factors

Quality and Relevancy

Understanding Quality Score

Quality Score is Google's rating of the quality and relevance of your keywords, ads, and landing pages. Rated on a scale of 1-10, it directly impacts your ad position and cost-per-click. A high Quality Score can reduce your CPC by up to 50%, while a low score can double your costs or prevent your ads from showing at all.

Three main factors determine Quality Score: Expected Click-Through Rate (how likely users are to click your ad), Ad Relevance (how closely your ad matches user intent), and Landing Page Experience (how useful and relevant your landing page is to users who click).

Ad Relevance & Messaging

Ad relevance measures how closely your ad matches the intent behind a user's search. Google expects your ad copy to directly address what the user is searching for. This means including target keywords in your headlines, writing specific benefit-driven descriptions, and ensuring your ad matches the products or services on your landing page.

Landing Page Experience

Content Relevance

Your landing page must deliver on what your ad promises. If your ad promotes "luxury watches," users should land on a page specifically about luxury watches—not a generic homepage. Relevant, original content that directly addresses user needs is essential for both Quality Score and conversions.

Mobile Site Speed

With over 60% of searches happening on mobile devices, page speed is critical. Google expects pages to load within 3 seconds. Slow pages hurt both your Quality Score and conversion rates—53% of mobile users abandon sites that take longer than 3 seconds to load.

Technical Excellence

Beyond speed, technical factors like secure HTTPS connections, mobile responsiveness, clear navigation, and accessible content all contribute to landing page experience. Core Web Vitals metrics (LCP, FID, CLS) are increasingly important ranking factors that Google considers when evaluating your landing page quality.

Nordiqly's Quality-First Approach

We obsess over Quality Score because it directly impacts your bottom line. Our team creates tightly themed ad groups with highly relevant ad copy, designs conversion-optimized landing pages, and continuously tests to improve click-through rates. We also work with your development team to ensure pages load fast and provide excellent user experiences across all devices.

Quality Score Components

Expected CTR~39%
Ad Relevance~22%
Landing Page XP~39%

Core Web Vitals

LCP < 2.5s

Largest Contentful Paint

FID < 100ms

First Input Delay

CLS < 0.1

Cumulative Layout Shift

Google AI Features

Smart Bidding

ML-powered bid optimization

Performance Max

Cross-channel AI campaigns

Responsive Ads

AI-optimized ad combinations

Audience Expansion

Find similar high-value users

Custom Scripts

// Auto-pause low performers

if (keyword.ctr < 0.5%) {

keyword.pause();

sendAlert(email);

}

Automate repetitive tasks and catch issues before they hurt performance

Advanced Optimization

AI Tools & Automation

Leveraging AI in Google Ads

Google has invested billions in artificial intelligence, and Google Ads is one of the primary beneficiaries. Modern PPC management isn't just about manual optimization—it's about knowing when to leverage AI-powered features and when to maintain manual control for strategic advantage.

From Smart Bidding strategies that process millions of signals in real-time to Performance Max campaigns that automatically find customers across all Google properties, AI has become an essential part of the PPC toolkit. The key is understanding how to guide and supervise these systems effectively.

Smart Bidding Strategies

Smart Bidding uses machine learning to optimize bids in real-time for every auction. Strategies like Target CPA (Cost Per Acquisition), Target ROAS (Return On Ad Spend), Maximize Conversions, and Maximize Conversion Value analyze contextual signals including device, location, time of day, remarketing lists, browser, and more to set the optimal bid.

Automation Rules & Scripts

Automated Rules

Google Ads automated rules allow you to make changes automatically based on conditions you define. Pause keywords when CPA exceeds a threshold, increase bids on high-performing keywords, send alerts when spend exceeds budgets—these rules reduce manual work and catch issues before they become costly.

Google Ads Scripts

For more advanced automation, Google Ads Scripts use JavaScript to programmatically control your account. From automatically adding negative keywords based on search terms, to generating custom reports, to pausing campaigns during inventory shortages—scripts unlock powerful automation possibilities that aren't available through the UI.

Third-Party AI Tools

Beyond Google's native AI features, numerous third-party tools enhance PPC management. From bid management platforms with advanced algorithms to AI copywriting tools that generate ad variations, to competitive intelligence platforms that analyze competitor strategies—these tools provide additional layers of optimization and insight.

Nordiqly's AI-Enhanced Approach

We embrace AI as a powerful ally, not a replacement for human expertise. Our approach combines Google's machine learning capabilities with custom scripts developed in-house, strategic use of third-party tools, and—most importantly—human oversight and strategic thinking. We know when to let algorithms optimize and when human judgment is essential. This hybrid approach delivers the efficiency of automation with the strategic nuance that only experienced professionals provide.

Google Ads

Full Google Ads Management

We leverage the entire Google Ads ecosystem to reach your customers at every stage of their journey. From search intent to brand awareness, we've got you covered.

Search

Capture high-intent users actively searching for your products or services on Google.

Keyword targeting and match types
Ad extensions (sitelinks, callouts, structured snippets)
Responsive search ads optimization
Quality Score improvement
Negative keyword management
Bid strategy optimization

Display

Reach potential customers across millions of websites, apps, and Google-owned properties.

Audience targeting (affinity, in-market, custom)
Contextual targeting
Responsive display ads
Remarketing and retargeting
Placement optimization
Brand awareness campaigns

YouTube

Engage audiences with video advertising on the world's second-largest search engine.

TrueView in-stream ads
Bumper ads (6-second)
Discovery ads
Video action campaigns
YouTube Shorts ads
Connected TV advertising

Shopping

Showcase your products directly in Google search results with rich product information.

Product feed optimization
Google Merchant Center setup
Standard Shopping campaigns
Performance Max for retail
Local inventory ads
Dynamic remarketing

App

Drive app installs and engagement across Google's entire network.

App install campaigns
App engagement campaigns
Pre-registration campaigns
Creative asset optimization
In-app event tracking
Conversion value optimization

Performance Max

AI-powered campaigns that optimize across all Google channels automatically.

Cross-channel optimization
Automated bidding strategies
Asset group management
Audience signals configuration
Insights and reporting
Goal-based campaign setup

Local

Drive foot traffic and local actions for brick-and-mortar businesses.

Store visit optimization
Local action goals
Google Maps integration
Location extensions
Call tracking
Direction requests

Demand Gen

Reach new audiences with visually engaging ads across YouTube, Discover, and Gmail.

Mid-funnel audience targeting
Lookalike segments
Visual storytelling formats
Cross-platform reach
Conversion optimization
Brand lift measurement
Microsoft Advertising

Expand Your Reach with Bing Ads

Microsoft Advertising (formerly Bing Ads) reaches millions of users who don't use Google. With exclusive LinkedIn profile targeting and often lower CPCs, it's a powerful complement to your Google Ads strategy.

Many advertisers see 20-35% lower cost-per-click on Microsoft Ads compared to Google, with comparable or better conversion rates. Don't miss out on this valuable audience.

Search ads on Bing, Yahoo, and AOL
Microsoft Audience Network
LinkedIn profile targeting (exclusive)
Shopping campaigns
Import from Google Ads
Lower CPCs, often higher conversion rates
Access to unique demographics
Native ad placements

Why Microsoft Ads?

Lower Competition

Less competition often means lower CPCs and better ad positions for your budget.

Unique Demographics

Reach users on Windows devices, Edge browser, and professional audiences via LinkedIn targeting.

Higher Purchase Intent

Bing users tend to be older, with higher household incomes and stronger purchase intent.

E-Commerce PPC

Driving E-Commerce Growth

We specialize in e-commerce PPC, helping online retailers maximize their advertising investment and drive profitable growth.

What is ROAS?

Return on Ad Spend (ROAS) measures the revenue generated for every dollar spent on advertising. It's the key metric for e-commerce advertisers.

ROAS = Revenue ÷ Ad Spend

Example: $10,000 revenue ÷ $2,000 spend = 5x ROAS

A 5x ROAS means you earn $5 for every $1 spent. We work with you to define and achieve your target ROAS based on your margins and business goals.

What is ROI?

Return on Investment (ROI) measures the profitability of your advertising after accounting for all costs, including product costs and overhead.

ROI = (Profit - Costs) ÷ Costs × 100

Example: ($8,000 - $5,000) ÷ $5,000 = 60% ROI

While ROAS measures revenue efficiency, ROI tells you actual profitability. We help you understand both to make smarter budget decisions.

E-Commerce Expertise

We understand the unique challenges of e-commerce advertising and tailor our strategies accordingly.

  • Shopping feed optimization
  • Dynamic remarketing campaigns
  • Seasonal campaign planning
  • Cart abandonment strategies
  • Profit-based bidding
  • Cross-sell & upsell campaigns
FAQ

Frequently Asked Questions

Common questions about PPC advertising, Google Ads, and how we help businesses grow through paid media.

Related Services

Explore More Ad Services

Build an integrated advertising strategy across multiple channels and platforms.

Microsoft Ads

Expand your reach with Bing Ads. Lower CPCs, exclusive LinkedIn targeting, and access to unique professional demographics.

Learn More

Search Ads

Capture high-intent traffic with precision keyword targeting on Google and Bing search results.

Learn More

Performance Max

AI-powered campaigns that optimize across all Google channels automatically for maximum conversions.

Learn More

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