PPC Agency in Canada That Reports on Leads, Not on How Much It Spent
We manage pay per click campaigns across Google, Meta and Microsoft for Canadian businesses. Flat management fees, spend paid straight to the platform, and every account created in your name so the data stays yours.
- Free audit of your current accounts
- Flat fees, no percentage of spend
- Month to month after 90 days
What does a PPC agency actually manage?
Account structure, keyword and audience targeting, ad copy and creative, bidding, budget allocation, negative keywords, landing page input and conversion tracking. The job is buying qualified attention as cheaply as it can be bought.
Paid search rewards discipline far more than cleverness. Most of the accounts we take over are not failing because of a missed bidding strategy. They are failing because nobody has looked at the search terms report in three months, the conversion tracking counts things that are not enquiries, and the traffic lands on a page that was never designed to convert.
So the work is mostly unglamorous. Read what people actually searched before clicking. Exclude what could never convert. Write ads that match the search rather than the brand deck. Refresh creative before it fatigues rather than after performance collapses. Check that a reported conversion corresponds to a real person who contacted the business.
The strategic part matters too, but it is a smaller share of the result than most agencies imply. Choosing the right channel, structuring around intent and knowing when to stop spending on a term are genuinely valuable. Daily bid tinkering on a small account is not.
- Google Ads: search, shopping, Performance Max and remarketing
- Meta and Instagram: prospecting, retargeting and creative testing
- Microsoft Ads where the audience justifies it, often cheaper per click
- Conversion tracking verified before any budget increase
What is included in PPC management?
Account audit and rebuild, campaign structure, targeting research, ad and creative production, tracking setup, weekly optimisation, budget management and monthly reporting on cost per qualified lead.
Landing pages and creative production can be included or quoted separately depending on what you already have.
Setup
- Full audit of existing accounts before anything changes
- Conversion tracking rebuilt and verified with real submissions
- Campaign structure organised by intent and profitability
- Keyword research with match types chosen deliberately
- Audience building from your customer data where available
- Negative keyword and placement exclusions from day one
Running
- Weekly search term review and exclusion maintenance
- Bid and budget adjustment against cost per qualified lead
- Ad copy testing with enough volume to reach a real answer
- Creative refreshed on a schedule before fatigue sets in
- Location, device and schedule adjustments from your data
- Competitor monitoring on auction insights
Measuring
- Call tracking where the phone is a real channel
- Lead quality scored and fed back into targeting
- Offline conversion import where deals close away from the site
- A change log you can read at any time
- Monthly report on spend, leads and cost per qualified lead
- A standing monthly call to review and plan
How does a PPC engagement start?
Audit, then fix the measurement, then rebuild, then scale. We do not increase budget until the tracking is trustworthy, because scaling an account you cannot measure is the fastest way to lose money quietly.
- Week 1
Audit
Structure, search terms, tracking accuracy, landing pages and wasted spend. You get the findings in writing whether or not you continue, because the audit is genuinely separate from the sales conversation.
- Week 1 to 2
Fix measurement
Conversion events rebuilt and tested with real submissions. In most accounts we audit, a meaningful share of reported conversions are page views, duplicates or spam.
- Week 2 to 4
Rebuild and launch
Campaigns restructured around intent, ads written to match the search, exclusions applied, and budget held steady while the platform learns.
- Month 2 onward
Scale carefully
Budget increases only where cost per qualified lead holds. Where it does not, we say so and recommend cutting rather than defending the spend.
Which PPC channel is right for my business?
Google Search for existing demand. Meta for visual offers and demand you have to create. Microsoft for older, higher income audiences at lower cost. LinkedIn only where deal values are high enough to justify the click price.
| Channel | Typical cost per click in Canada | Best for | Watch out for |
|---|---|---|---|
| Google Search | $2 to $15 | Urgent needs and active demand | Broad match spending on irrelevant searches |
| Google Performance Max | Varies widely | Ecommerce with a strong feed | Opaque placements, needs constraining for lead gen |
| Meta and Instagram | $0.60 to $3 | Visual offers, local services, retargeting | Creative fatigue, and lead quality without qualification |
| Microsoft Ads | $1 to $8 | Older and higher income audiences, B2B | Lower volume, so it rarely works as the only channel |
| $8 to $20 | B2B with high deal value and a clear job title | Cost per lead can be very high without a strong offer |
Cost per click ranges are indicative and vary enormously by industry. Legal, insurance and trades sit well above these figures in competitive cities.
What should I ask a PPC agency before signing?
Four questions: who owns the account, how are you paid, what do you report on, and can I see every change you make. The answers separate most agencies faster than any case study or award.
| Comparison point | Wide Ripples Digital | What to watch out for |
|---|---|---|
| Account ownership | Created in your name, you keep the history | Agency owned, everything lost when you leave |
| How we are paid | Flat fee scoped to the work involved | Percentage of spend, which rewards spending more |
| Ad spend | Paid by you directly to the platform | Billed through the agency, sometimes marked up |
| Reporting | Cost per qualified lead, checked against your CRM | Platform conversions taken at face value |
| Change visibility | A log you can read whenever you want | A monthly summary and nothing else |
| Contract | 90 days, then month to month | Twelve month minimum term |
How much does a PPC agency cost in Canada?
Management fees typically run from 800 to 3,000 dollars a month depending on channels and account complexity. Ad spend is separate. Most agencies also charge a percentage, which we do not by default.
A percentage of spend model is common and it is not automatically wrong, but it creates a quiet conflict. When the agency earns more by spending more, nobody in the room is incentivised to tell you that a channel has stopped working.
- Monthly management from
- $800+
- Markup on ad spend
- 0%
- Account optimisation
- Weekly
- Accounts, pixels and audiences
- Yours
PPC questions Canadian businesses ask
The audit gives you your own numbers rather than industry averages, and you keep it either way.
Ask us directlyHow much should I spend on PPC to start?
Enough to gather usable data within four weeks. For most Canadian service businesses that means 1,500 to 3,000 dollars a month on Google Search or 1,000 to 2,500 on Meta. Spending less does not lower risk, it just extends the period where the numbers cannot be read.
How long before PPC pays for itself?
Enquiries usually start in week one on Google Search. Reaching a stable, profitable cost per lead typically takes six to ten weeks, because the account needs enough conversion data before optimisation means anything. Businesses with long sales cycles need longer to see closed revenue.
Why are my Google Ads not converting?
In our experience the four most common causes are broad match pulling in irrelevant searches, traffic landing on a homepage instead of a focused page, conversion tracking counting the wrong events, and an offer that is not competitive in the auction. The audit identifies which applies.
Should I run PPC or SEO?
Both, if the budget allows, because they answer different problems. PPC buys visibility today and stops the moment you stop paying. SEO compounds and costs less per visit over time but takes months. Most businesses start with PPC for cash flow and build SEO underneath it.
Do you work with small budgets?
Down to around 1,000 dollars a month in spend. Below that, management fees eat too much of the total for the arrangement to make sense for you. We will say so rather than take the account, and usually suggest what to do instead.
What is a good cost per lead?
Only meaningful against what a lead is worth. A trades business closing one in three leads on a four thousand dollar job can afford far more than an ecommerce store. The first thing we establish is your break even cost per lead, and everything is judged against that number.
Can you take over an existing account?
Yes, and it is most of what we do. We audit before changing anything, because there is usually something working that would be easy to break. Where a rebuild is genuinely needed we explain why and keep the winning elements rather than starting from zero on principle.
Services that work well alongside this one
- Google & Meta AdsThe detail on how each platform is managed.
- Optimized Landing PagesWhere paid traffic should land.
- CRO AgencyImproving what the traffic does once it arrives.
- Lead Generation & ConversionThe whole path from click to closed sale.
- Campaign Tracking & ReportingMaking the conversion numbers trustworthy.
- Search Engine OptimizationBuilding the organic channel underneath the paid one.
Find out how much of your ad budget is being wasted
Give us read access to your accounts. We will review the structure, the search terms, the tracking and the landing pages, then tell you what is being spent on traffic that could never convert. No charge, and the findings are yours.