PPC Management · Google Ads · Delhi NCR
Most Delhi NCR paid campaigns are burning budget on the wrong keywords with no conversion tracking. I fix the foundation, run Search, Shopping, and Remarketing campaigns, and optimise weekly until your cost per lead is where it should be.
₹4.2
CPL — coaching institute, Delhi NCR
140
Leads in month one
₹15K+
Management fee / month
I audit 3 to 5 paid accounts per month. The same problems appear across almost all of them — and none of them are unsolvable.
Clicks are measured, leads are not. You can't optimise CPL if you don't know which keywords and ads are actually generating enquiries vs. wasting budget.
Broad match keywords with no negative list burn budget on irrelevant searches. A clinic campaign without a negative list for "jobs" and "reviews" wastes 30 to 40% of spend instantly.
Sending paid traffic to your homepage kills conversion rate. A dedicated landing page that matches the ad's promise converts 2 to 4 times better — same ad spend, more leads.
Unmanaged campaigns drift. Bids become inefficient, Quality Scores drop, and CPL climbs month by month. Active optimisation — weekly, not monthly — is what keeps CPL down.
Not every campaign type is right for every business. Here's what I run and when each one makes sense.
Google Search Ads
The most direct paid channel for service businesses — text ads shown to people actively searching for your service right now. Best for coaching institutes, clinics, lawyers, contractors, and any business where purchase intent is high and the search volume is specific.
Shopping & Remarketing
For eCommerce and product businesses, Shopping campaigns show product images and prices directly in search results. Remarketing follows previous website visitors with display or search ads, targeting people who showed intent but didn't convert — typically the highest ROAS campaign type available.
Landing Pages & Tracking
Campaign performance is capped by your landing page. I build dedicated pages that load in under 2 seconds on mobile, match the ad's specific promise, and track form submissions and call clicks as conversions. No tracking setup = no ability to optimise.
The situation
A coaching institute running IIT JEE and NEET preparation classes in Delhi NCR. They'd been running Google Ads for 7 months — average CPL was ₹1,100. Traffic was going to the homepage. No conversion tracking was set up. The account had 800+ keywords including dozens of informational and branded searches for competitors.
What changed
Result
140 leads in month one at ₹4.2 average CPL. Same ad budget as before — the savings came entirely from stop wasting spend on the wrong searches, not from spending more. Month two CPL dropped further to ₹3.1 as bidding optimised on the new conversion data.
Not a one-time setup. Weekly optimisation based on real conversion data.
Week 1–2: Setup & Foundation
Account structure, keyword research, negative keyword list, ad copy (3 variants), landing page brief or build, conversion tracking setup in Google Ads and GA4, call tracking, bid strategy selection. Campaigns go live at the end of week 2.
Month 1: Data Collection
First 4 weeks are data collection and early optimisation. Pause non-converting keywords, add search terms that are converting to the campaign, test ad copy variants, refine negative keyword list, adjust bids by time of day and device. CPL typically drops 20 to 30% from week 1 to week 4.
Month 2+: Scaling
Once the account has 30+ conversions, Smart Bidding (Target CPA or Target ROAS) becomes effective and automates bid optimisation. I shift focus to audience testing, ad copy iteration, landing page improvements, and expanding into new keyword themes or locations. This is when CPL typically stabilises at its lowest point.
Fixed management fee, no long-term contract. Your ad budget stays in your Google account — you own it entirely.
Starter
₹15,000/month
Standard
15% of ad spend
Growth
12% of ad spend
My management fee is ₹15,000/month or 15% of ad spend, whichever is higher. The exact fee depends on campaign complexity, ad spend volume, and whether a landing page build is included. This is separate from your ad budget — that goes directly to Google through your own account. Minimum recommended monthly ad budget for meaningful lead volume in Delhi NCR is ₹20,000 to ₹40,000 depending on your industry and keyword competition.
Campaigns typically go live within 2 to 3 business days of setup, and leads start coming in as soon as ads are running. The first 4 to 6 weeks are an optimisation period where I refine bids, keywords, and ad copy based on actual performance data. By month 2, CPL is usually 30 to 50% lower than in week 1. Unlike SEO, you don't wait months — but you also pay per click rather than building an organic asset.
For most Delhi NCR service businesses, ₹20,000 to ₹40,000 per month is enough to get meaningful data and leads in month one. For coaching institutes and clinics in competitive Delhi markets, ₹40,000 to ₹80,000 gives faster optimisation. eCommerce budgets depend on product margin — I can advise on the right starting point after auditing your market and keyword CPCs. Budget can be adjusted upward once CPL is confirmed at a level that makes the spend profitable.
I focus on Google Ads — Search, Shopping, Display, and YouTube. Google Ads consistently outperforms Meta for service businesses in Delhi NCR because the intent is higher: the person searching 'dental clinic Noida' wants a dentist right now. Meta shows ads to people who aren't actively searching, which means more clicks but usually lower conversion to enquiry. For D2C brands or awareness campaigns, Meta can complement Google — if that's the case, I'll say so rather than running both and charging for both without clear justification.
There's no long-term contract — month-to-month from the start. That said, PPC optimisation takes 2 to 3 months to fully stabilise, so most clients see the best results after month 2. I'd rather you stay because results justify it than because a contract forces it. The only thing I ask is 2 weeks' notice before stopping, so campaigns can be wound down cleanly and account access transferred rather than just abandoned.
Full details on how I approach Google Ads campaigns — Quality Score, ad auction mechanics, and what distinguishes high-performing campaigns from ones that waste budget.
PPC generates leads immediately but stops when you stop paying. SEO builds an organic asset that generates leads for free long-term. Running both in parallel is usually the most efficient strategy.
A landing page that loads in 7 seconds on mobile kills Quality Score and drives up CPC. If your site is slow or broken, fixing it before running ads is almost always the right call first.
Already running Google Ads? Get a free campaign audit.
I'll review your account structure, keyword match types, negative keywords, conversion tracking, and landing page — then give you a prioritised fix list. Most audits find 30 to 50% budget waste in the first pass.