PPC and Google Ads agency in Kolkata
Paid search managed against one number: what it costs you to get an enquiry worth having.
- First enquiries
- Often within days of launch
- Managed to
- Cost per qualified enquiry
- You own
- The ad account, always
What is PPC?
PPC, or pay per click, is advertising where you pay only when someone clicks your ad. In search advertising such as Google Ads, businesses bid to appear for specific searches. It produces visibility immediately rather than over months, and it stops as soon as the budget stops, which makes it the fastest but least durable route to enquiries.
The reason it suits many Kolkata SMEs is timing. SEO is the better long-term investment, but it takes months. If you need the phone to ring while that builds, paid search is how you bridge the gap. Run together, they cover both horizons.
Where the money is usually wasted
Most underperforming accounts we take over are losing money in the same few places. None of these are exotic.
- Broad match without negatives. Paying for searches that were never going to buy, because nobody built a negative keyword list.
- No conversion tracking. Optimising toward clicks because nobody configured what a conversion actually is. This is the most common and most expensive fault.
- Traffic sent to the homepage. Someone searching for one specific service lands on a general page and leaves.
- Location targeting left on defaults. Paying for clicks from outside the area the business can serve.
- Ad schedules ignored. Running ads at hours when nobody answers the phone.
- Automated bidding with no data. Smart bidding needs conversion history. Switched on too early, it optimises toward noise.
How we run accounts
Work out what an enquiry is worth
Average order value, conversion rate from enquiry to customer, and margin. Only then can anyone say whether a given cost per click is sensible. Without it, budget decisions are guesses.
Set up tracking properly, first
Calls, form submissions and WhatsApp enquiries, tracked accurately and deduplicated. We do not launch campaigns until conversion tracking is verified, because spending without it is spending blind.
Structure around intent
Tight campaigns and ad groups so the search, the ad and the landing page match. A person searching for one service should not land on a page about everything you offer.
Landing pages that convert
Sending paid traffic to a slow or unfocused page inflates your costs on every click. Where the existing pages will not convert, we say so before the budget starts running.
Manage negatives continuously
Reviewing actual search terms and excluding the irrelevant ones is unglamorous, ongoing, and one of the largest sources of savings in most accounts.
Report on enquiries and cost per enquiry
Not impressions, not click-through rate in isolation. If cost per enquiry is rising we will tell you and explain why, including when the honest answer is that the market has become more expensive.
PPC or SEO?
| Google Ads | SEO | |
|---|---|---|
| Speed | Enquiries within days | Three to twelve months |
| When you stop paying | Visibility stops immediately | Visibility persists, then slowly declines |
| Cost over time | Ongoing and rises with competition | Front-loaded, then compounds |
| Control | High. Change targeting today | Lower. Depends on the algorithm |
| Best used for | Immediate demand, testing, seasonal peaks | Durable visibility and long-term cost per lead |
For most SMEs the honest answer is both, weighted by how urgently you need enquiries and how much budget is available.
Cost and what to expect
There are two costs: your ad spend, which goes to Google, and the management fee, which comes to us. We keep them clearly separate on every invoice, because bundling them makes it impossible for you to judge either.
Sensible minimum ad spend depends entirely on your cost per click. In a low-competition local category a modest budget produces meaningful volume. In competitive categories such as legal, medical or property, the same budget buys very few clicks, and we will tell you if the numbers do not work rather than taking the retainer.
Expect the first four to six weeks to be a learning period while conversion data accumulates. Judging an account in its second week is judging noise.
Frequently asked questions
How much should I spend on Google Ads?
It depends entirely on your cost per click and what an enquiry is worth to you. In a low-competition local category a modest budget produces meaningful volume. In legal, medical or property categories the same budget buys very few clicks. We work out whether the numbers can work before recommending you spend anything.
How quickly will Google Ads produce enquiries?
Often within days of launch, which is its main advantage over SEO. However, allow four to six weeks before judging performance, because campaigns need conversion data to optimise against. Assessing an account in its second week means assessing noise.
How do you charge for PPC management?
A management fee that is separate and clearly itemised from your ad spend. Ad spend goes to Google; the management fee comes to us. Bundling the two together makes it impossible for you to judge whether either is reasonable, which is why we do not do it.
Who owns the Google Ads account?
You do. We work inside your account rather than a shared agency account. If we stop working together you keep the account, the campaign history and all the conversion data, which is what makes future optimisation possible.
Why is my current agency's PPC not working?
In most underperforming accounts we review, the cause is one of a few things: conversion tracking was never set up correctly, broad match keywords are running without negative lists, traffic is sent to the homepage instead of relevant pages, or location targeting was left on defaults. All are fixable.
Discuss this service with us
Tell us what you sell and who you sell it to. We will tell you honestly whether we can help, what it would involve, and roughly what it costs.