PPC agencies move fast. Campaign builds happen in days, creative cycles are constant, optimisation never stops, and clients want results every week. The work is high-frequency, deadline-driven, and heavily dependent on client approvals — ad copy sign-off, landing page approval, budget confirmation. Kavaro is built for this pace: phases that match how PPC work actually moves, approval tracking that stops campaigns stalling in client inboxes, and estimates vs actuals that reveal which clients are profitable at the engagement level.
Challenges PPC agencies face
Speed kills margin. PPC work is fast by nature — clients expect campaigns live within days, optimisation in real-time, and reporting weekly. That speed means corners get cut on scoping, and the agency ends up delivering more than was quoted because slowing down to renegotiate scope feels harder than absorbing the extra hours.
Creative cycles run continuously. Ad creative isn't a one-time deliverable — it's an ongoing cycle of testing, refreshing, and replacing. Managing which creative is in production, which is waiting for client approval, and which is live creates tracking overhead that grows with every client.
Client approvals block launches. A campaign can't go live until the client approves the creative, the copy, the landing page, and the budget. One stalled approval pushes the entire launch date — and the client often doesn't realise they're the bottleneck.
Budget management creates liability. The agency is managing someone else's money. Overspending, underspending, or misallocating budget is a trust issue that erodes client relationships faster than any missed KPI.
Reporting is constant. PPC clients want weekly or bi-weekly performance updates. Building these reports manually across multiple clients burns hours every week — time that could be spent on optimisation.
How PPC agency work moves
- Phase 1 — Audit and strategy: Account audit, competitor analysis, audience research, keyword/targeting strategy, budget allocation, KPI setting. Deliverable: strategy document for client approval.
- Phase 2 — Build and setup: Account structure, campaign creation, ad group setup, keyword lists, audience targeting, tracking implementation, landing page coordination. Heavy technical work with multiple dependencies.
- Phase 3 — Creative production: Ad copy writing, display creative design, video production, landing page design. Multiple rounds of internal review and client approval before launch.
- Phase 4 — Launch: Campaign activation, initial monitoring, bid adjustments, budget pacing, quality score checks. High-attention period requiring daily monitoring.
- Phase 5 — Optimisation: Ongoing bid management, A/B testing, audience refinement, negative keyword management, budget reallocation, creative refresh cycles. The bulk of the ongoing retainer work.
- Phase 6 — Reporting and strategy refresh: Performance reporting, insight generation, strategic recommendations, next-period planning. Client-facing deliverable that drives renewal decisions.
PPC project stages in Kavaro
A PPC engagement in Kavaro might be structured as:
- Week 1–2: Audit & Strategy (checkpoint: strategy approval from client)
- Week 2–3: Build & Setup → Creative Production (checkpoint: creative approval, tracking confirmed)
- Week 3–4: Launch (checkpoint: campaigns live, initial performance check)
- Ongoing: Optimisation cycles (bi-weekly checkpoints) → Reporting (weekly/bi-weekly) → Creative refreshes (monthly)
- Quarterly: Strategy review → Scope/budget discussion → Renewal
Each phase tracks effort estimates vs actuals, so the agency knows which clients cost more to manage than the retainer covers — and which phases (creative production, reporting, optimisation) are consistently underestimated.
Proposal examples for PPC agencies
- Google Ads management: "Google Ads management for [Client]. Account restructure, new creative across Search and Display, ongoing optimisation, and bi-weekly reporting. Phases: Audit (Week 1), Build (Weeks 2–3), Launch (Week 3), Optimisation & Reporting (Ongoing). Estimated effort: 12 hours/month after setup."
- Paid social launch: "Paid social campaign for [Client] product launch. Meta and TikTok, 3 audience segments, 12 ad variants, 6-week flight. Phases: Strategy (Week 1), Creative Production (Weeks 2–3), Launch & Optimisation (Weeks 4–9), Post-campaign report (Week 10)."
- Multi-channel retainer: "Paid media management across Search, Social, and Display for [Client]. Monthly budget: £50k. Phases: Audit & Setup (Month 1), Ongoing Management (Months 2–12), Monthly Reporting, Quarterly Strategy Reviews."
Client communication examples
Approval request: "Three ad creative directions for the spring campaign are ready for review. Each includes headline variants, descriptions, and display mockups. Please approve or provide feedback by Thursday to stay on schedule for the Monday launch."
Progress update (via client-facing view): The client sees: Strategy ✓ Approved → Account Build ✓ Complete → Creative: 2 of 3 directions approved, 1 awaiting feedback → Launch: Scheduled 15 March → Optimisation: Next report due 22 March.
Why Kavaro for PPC agencies
Match the pace of paid media
Phases, checkpoints, and daily planning keep high-frequency PPC work moving without things falling through the cracks across multiple clients.
Stop launches stalling on approvals
Track which clients have reviewed creative, copy, and landing pages — and which are sitting on approvals that block the campaign going live.
Know which clients make you money
Estimates vs actuals at the engagement and phase level shows where retainers are profitable and where creative cycles, reporting, or optimisation are consistently eating more hours than you quoted.
Give clients visibility without the overhead
Client-facing views show campaign progress, approval status, and upcoming milestones — without building a separate report every week.
Spin up new engagements fast
AI-generated project plans and reusable PPC templates mean onboarding a new paid media client takes minutes, not half a day of setup.
Related pages
- Marketing Agency Management Software → See how Kavaro works across all marketing disciplines.
- SEO Agency Management Software → Managing long-term SEO retainers with phases and effort tracking.
- Social Media Agency Management Software → Content calendars, creative approvals, and community management.
- Content Marketing Agency Management Software → Editorial workflows, writer management, and publication schedules.
See how Kavaro handles your PPC agency work
Try Kavaro free for 30 days. Bring a live PPC engagement, set it up in minutes, and see whether the way your agency actually works finally has a tool that matches.