Google Ads (PPC) Management in India

Budget for two separate costs: the media you pay Google and the management fee you pay the agency. Indian management fees typically run ₹10,000 to ₹25,000 per month for accounts spending under ₹1 lakh, ₹20,000 to ₹50,000 between ₹1 and 5 lakh, and ₹35,000 to ₹75,000 between ₹5 and 15 lakh. Agencies that charge a percentage instead usually ask 10 to 20 percent of spend, with 10 to 15 percent the most common. Mediaverse Digital publishes three flat tiers at ₹25,000, ₹45,000 and ₹75,000; only Scale can move to 10 percent, and only when that is the higher number.

The media side is where most first-time advertisers under-plan. A realistic minimum is ₹30,000 per month, and ₹50,000 or more in competitive consumer categories such as real estate, education, insurance and clinics. Below ₹1,000 a day, a Search campaign in a metro rarely collects the 30 conversions a month that Smart Bidding needs to learn, so it keeps guessing and you keep paying for the guesses. Our Launch plan therefore sets ₹30,000 as the floor and ₹1,50,000 as the ceiling.

What a click costs depends on the query, not the agency. Local service searches in India typically clear at ₹10 to ₹40 per click, ecommerce product terms at ₹8 to ₹25, and high-ticket categories such as property, loans, legal and MBA admissions at ₹100 to ₹400 or more. At a 5 percent landing page conversion rate, a ₹40 click becomes an ₹800 lead. That arithmetic is why we insist on reviewing the landing page before agreeing a cost-per-lead target with you.

Every week we open the search terms report and add the queries that wasted money to the negative list, move the queries that converted into their own ad groups, and check whether any keyword has drifted from its intended match type. Then budgets: campaigns that are limited by budget while beating the cost-per-lead target get more, campaigns missing it get less or get paused. Bid strategies are reviewed against conversion volume, because switching to target CPA on 8 conversions a month is how accounts stall.

Ad assets are checked against Google's asset report so weak headlines are rewritten rather than left to rot, and every change made in the account is dated and explained in a log you can read at any time. Monthly, we step back to ask the questions the weekly loop cannot: is the offer or the landing page now the bottleneck, is impression share telling us there is headroom, and is the next budget step justified by the data or by optimism. Budget increases remain your decision, taken with the numbers on the table.

Search campaigns buy stated intent. Someone typed "orthodontist in Whitefield" or "bulk corporate gifting supplier" and you paid to be the answer. You control the keyword, the match type, the ad and the landing page, and you can read exactly which query produced each lead. For most service businesses and B2B companies, Search is where 70 to 90 percent of the budget belongs, at least until the search terms report shows the good queries are exhausted.

Performance Max reaches across Search, Shopping, YouTube, Display, Gmail and Discover from one campaign, with Google deciding placements from your conversion data. It works well for ecommerce catalogues with a product feed and for advertisers already generating 50 or more conversions a month, and it works badly as a first campaign with thin data, where it tends to harvest brand searches and report them as wins. We run PMax alongside Search with brand exclusions, asset groups per product line and a monthly search-term insights review, so you can see what it actually found rather than what it claimed.

Most Google Ads accounts we audit are optimising toward the wrong thing. A "conversion" turns out to be a page view of the contact page, or the same form submission counted three times through three tags. Smart Bidding then dutifully finds the cheapest page views. Fixing this is unglamorous work: a GTM container, one conversion action per real outcome, enhanced conversions for forms, call tracking for phone-heavy businesses and, where sales close offline, a weekly import of closed deals so the account learns which leads were worth having.

That setup is included in every plan and is finished before the first campaign goes live, usually inside the first 7 to 10 working days. It is also why the account, the GA4 property and the Tag Manager container are created in your Google account, not ours. We are based in Bangalore and deliver remotely across India and for clients in the US, UK and UAE, so everything we do has to be visible and portable: if you stop working with us, you remove our access and everything keeps running exactly as it did.