Pay-Per-Click & Paid Advertising – Leading PPC Agency in Kenya
Drive Instant Traffic, Generate Quality Leads, and Maximize Your ROI
We help Kenyan businesses dominate paid search and social media advertising through strategic PPC campaigns. From Google Ads and Facebook Ads to LinkedIn advertising and remarketing, our data-driven paid advertising strategies deliver immediate visibility, qualified traffic, and measurable conversions across all major advertising platforms.
A PPC Agency That Understands Your Goals
Many businesses invest in paid advertising but struggle to achieve profitable returns. Our PPC specialists work with clients daily who want to grow faster through paid search and social ads.
You are probably here because:
- Your ads are running but not converting, and your cost per acquisition (CPA) keeps increasing.
- Your Google Ads campaigns drain your budget without generating quality leads or sales.
- Your competitors appear above you in search results, capturing customers ready to buy.
- You have launched paid campaigns but lack the expertise to optimize bids, keywords, and ad copy effectively.
If this sounds familiar, you are in the right place.
We help businesses optimize ad spend, improve Quality Scores, and create high-converting landing pages for stronger campaign performance.
Our approach focuses on keyword targeting, audience segmentation, and conversion tracking that maximize your return on ad spend (ROAS) and reduce wasted budget.
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Are You Getting the ROI You Deserve From Paid Ads?
If your paid advertising campaigns aren’t generating profitable returns, you’re burning budget on unqualified clicks and missed opportunities.
Pay-Per-Click advertising (PPC) is essential for businesses that need immediate visibility and measurable results. Unlike SEO that takes months, PPC puts your business at the top of Google search results within hours. Whether you’re a retail brand, real estate agency, or professional service provider, PPC connects you with customers who are actively searching for your solutions.
A well-managed PPC campaign delivers instant traffic, precise audience targeting, and complete budget control driving leads, sales, and business growth faster than any organic marketing strategy.
PPC Services You Can Expect From Nairobi Marketing
As a full-service PPC agency in Kenya, we deliver data-driven paid advertising campaigns that increase visibility, clicks, and conversions across Google Ads, Facebook Ads, Instagram, LinkedIn, and other platforms. Our performance-focused approach ensures every shilling spent contributes to your business goals.
Custom PPC Strategies
We design campaigns around your sales funnel, customer behavior, and competitive landscape.
In-Depth Keyword Research & Ad Copy Testing
We identify high-intent keywords and create compelling ad copy that drives clicks and conversions.
Google Ads & Microsoft Advertising Management
From Search Ads to Shopping campaigns, we maximize your visibility on search engines.
Social Media Advertising (Meta, LinkedIn, TikTok)
Reach your ideal customers where they spend time with targeted social ads.
Landing Page Optimization & A/B Testing
We build conversion-focused landing pages and continuously test to improve campaign performance and lower cost per conversion.
GET YOUR FREE PROPOSAL
Our Professional PPC & Paid Advertising Services
Get Immediate Visibility and Drive Conversions Fast
Our PPC services deliver measurable, scalable results. From Google Ads management and social media advertising to retargeting campaigns, Nairobi Marketing helps you attract ready-to-buy customers, control your ad spend, and grow profitably.
How We Build Winning PPC Campaigns
Our Proven 6-Step Process for Paid Advertising Success
Step 1 - Discovery
Every high-performing campaign begins with understanding your business objectives. We conduct detailed discovery sessions to learn your target audience, competitive positioning, and conversion goals. Our team analyzes your customer journey, profit margins, and key performance indicators (KPIs) to build campaigns that align with your revenue targets.
Step 2 - Research & Strategy
We perform comprehensive competitor analysis, keyword research, and audience segmentation. Using tools like Google Keyword Planner, SEMrush, and platform insights, we identify high-intent search terms, audience behaviors, and bidding opportunities that maximize your return on investment.
Step 3 - Campaign Setup
After strategy approval, we build your campaigns with precision. We create optimized ad groups, write compelling ad copy, set up conversion tracking, and configure audience targeting. Every element from bid strategies to ad extensions is designed to drive performance from day one.
Step 4 - Launch & Monitor
Once campaigns go live, we monitor performance closely. Our team tracks click-through rates (CTR), conversion rates, Quality Scores, and cost per acquisition in real time. We make immediate adjustments to bids, budgets, and targeting to capture early wins and prevent wasted spend.
Step 5 - Optimize & Test
PPC success comes from continuous improvement. We run A/B tests on ad copy, landing pages, and audience segments. Our optimization efforts focus on reducing cost per click, improving conversion rates, and scaling what works while eliminating underperforming elements.
Step 6 - Report & Scale
Transparency drives trust. Each month, you receive detailed performance reports showing impressions, clicks, conversions, and ROI. We provide strategic insights and recommendations for scaling successful campaigns and reallocating budget to your highest-performing channels.
Delivering PPC Solutions That Drive Business Growth
For over a decade, we’ve helped businesses across Kenya and East Africa grow through performance-driven PPC campaigns that generate traffic, leads, and revenue. Our proven advertising methods combine strategic planning, creative excellence, and data analysis to maximize your advertising investment.
Our campaigns prioritize transparency, measurable results, and sustainable growth no shortcuts or empty promises. From startups and local businesses to established enterprises, we build advertising solutions that align with your goals and deliver consistent returns.
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PPC Solutions Tailored for Every Industry
Proven Advertising Strategies That Deliver Real Returns
We understand that each industry requires unique messaging, targeting, and conversion strategies. Nairobi Marketing creates customized PPC campaigns that resonate with your audience helping you capture demand, generate leads, and achieve profitable growth in competitive markets.
Our PPC team creates targeted, high-performing campaigns designed for your industry’s unique challenges. Whether you’re a law firm, e-commerce store, real estate developer, or B2B service provider, we turn paid advertising into predictable, profitable growth.
Why Our PPC Services Stand Out
Proven Strategies, Transparent Reporting, Real Results
Digital Marketing Services FAQs
Pay-Per-Click (PPC) is an online advertising model where you only pay when someone clicks your ad. Unlike traditional advertising where you pay for impressions, PPC ensures you’re only charged for actual engagement.
How it works: You bid on keywords or audience segments, create ads, set your budget, and pay only when users click. Your ads appear on platforms like Google Search, Facebook, Instagram, LinkedIn, TikTok, and YouTube.
Available formats:
- Search Ads – Text ads on Google search results
- Performance Max – AI-driven campaigns across Google’s network
- Display Ads – Banner ads on websites
- Video Ads – YouTube and social media video content
- Shopping Ads – Product listings with images and prices
Lead Ads – Direct lead capture forms on social platforms
Choose platforms based on where your customers are and what action you want them to take:
Google Search & Performance Max
- Best for: High-intent leads actively searching for solutions
- Ideal industries: Legal, real estate, healthcare, hospitality, B2B services
- Example: Someone searching “luxury resort Zanzibar” is ready to book
Facebook & Instagram
- Best for: Discovery, brand awareness, and remarketing
- Ideal industries: E-commerce, hospitality, fashion, lifestyle, travel
- Example: Targeting international travelers interested in beach holidays
- Best for: B2B lead generation and recruitment
- Ideal industries: SaaS, consulting, corporate services, hiring
- Example: Reaching decision-makers at companies with 50+ employees
TikTok
- Best for: Short-form video content and younger audiences
- Ideal industries: Entertainment, education, youth products
- Example: Viral property tours or destination showcases
YouTube
- Best for: Brand awareness and retargeting warm audiences
- Ideal industries: Hospitality, education, real estate, automotive
- Example: Resort virtual tours or destination guides
Typical Monthly Budgets:
- Google Ads: KES 30,000 – 150,000 (small to medium businesses)
- Meta (Facebook/Instagram): KES 15,000 – 100,000
- LinkedIn: KES 50,000+ (higher minimum due to B2B targeting)
Cost Per Click (CPC) Ranges:
- General niches: KES 20-50
- Competitive industries (legal, finance, real estate): KES 80-200+
- E-commerce/retail: KES 15-40
- Hospitality/tourism: KES 5-60 (highly variable by season)
Real Example: A collection of luxury resorts in Zanzibar ran campaigns spending $500-650/week with CPCs ranging from $0.03 to $0.31, generating 600-1,274 booking inquiries per week during peak season at just $0.55-$1.01 per qualified lead.
Budget Framework:
Rule of Thumb: Allocate 5-10% of your monthly revenue to paid advertising. If you’re making KES 1M/month, budget KES 50,000-100,000 for PPC.
Starting Test Budgets:
- Minimum daily budget: KES 1,000-2,000
- Minimum monthly commitment: KES 30,000 (allows sufficient data)
- Run tests for at least 2-4 weeks before scaling
Seasonal Considerations:
- Increase budget 30-50% during peak seasons (Christmas, Black Friday, Jamhuri Day)
- For tourism: Ramp up 2-3 months before high season
- Reduce budget during slow months (January post-holiday slump)
- Plan campaigns 4-6 weeks before major shopping periods
Optimization Cycle: Review performance weekly and reallocate budget to campaigns with the lowest CPA (Cost Per Acquisition) and highest ROAS (Return on Ad Spend).
Real Example: Our Zanzibar resort campaigns maintained consistent weekly budgets of $500-650 but adjusted bid strategies seasonally. During peak season (May-September), the same budget delivered 40% more inquiries as travelers actively planned holidays, while October-December required more aggressive bidding to maintain volume.
Pay-Per-Click (PPC) and Paid Advertising FAQs
Your Complete Guide to PPC Success in Kenya
GETTING STARTED WITH PPC
1) What is PPC and how does it work?
Pay-Per-Click (PPC) is an online advertising model where you only pay when someone clicks your ad. Unlike traditional advertising where you pay for impressions, PPC ensures you’re only charged for actual engagement.
How it works: You bid on keywords or audience segments, create ads, set your budget, and pay only when users click. Your ads appear on platforms like Google Search, Facebook, Instagram, LinkedIn, TikTok, and YouTube.
Available formats:
- Search Ads – Text ads on Google search results
- Performance Max – AI-driven campaigns across Google’s network
- Display Ads – Banner ads on websites
- Video Ads – YouTube and social media video content
- Shopping Ads – Product listings with images and prices
- Lead Ads – Direct lead capture forms on social platforms
2) Which PPC platforms should my business use in Kenya?
Choose platforms based on where your customers are and what action you want them to take:
Google Search & Performance Max
- Best for: High-intent leads actively searching for solutions
- Ideal industries: Legal, real estate, healthcare, hospitality, B2B services
- Example: Someone searching “luxury resort Zanzibar” is ready to book
Facebook & Instagram
- Best for: Discovery, brand awareness, and remarketing
- Ideal industries: E-commerce, hospitality, fashion, lifestyle, travel
- Example: Targeting international travelers interested in beach holidays
- Best for: B2B lead generation and recruitment
- Ideal industries: SaaS, consulting, corporate services, hiring
- Example: Reaching decision-makers at companies with 50+ employees
TikTok
- Best for: Short-form video content and younger audiences
- Ideal industries: Entertainment, education, youth products
- Example: Viral property tours or destination showcases
YouTube
- Best for: Brand awareness and retargeting warm audiences
- Ideal industries: Hospitality, education, real estate, automotive
- Example: Resort virtual tours or destination guides
3) How much does PPC cost in Kenya?
Typical Monthly Budgets:
- Google Ads: KES 30,000 – 150,000 (small to medium businesses)
- Meta (Facebook/Instagram): KES 15,000 – 100,000
- LinkedIn: KES 50,000+ (higher minimum due to B2B targeting)
Cost Per Click (CPC) Ranges:
- General niches: KES 20-50
- Competitive industries (legal, finance, real estate): KES 80-200+
- E-commerce/retail: KES 15-40
- Hospitality/tourism: KES 5-60 (highly variable by season)
Real Example: A collection of luxury resorts in Zanzibar ran campaigns spending $500-650/week with CPCs ranging from $0.03 to $0.31, generating 600-1,274 booking inquiries per week during peak season at just $0.55-$1.01 per qualified lead.
4) How should I set my PPC budget?
Budget Framework:
Rule of Thumb: Allocate 5-10% of your monthly revenue to paid advertising. If you’re making KES 1M/month, budget KES 50,000-100,000 for PPC.
Starting Test Budgets:
- Minimum daily budget: KES 1,000-2,000
- Minimum monthly commitment: KES 30,000 (allows sufficient data)
- Run tests for at least 2-4 weeks before scaling
Seasonal Considerations:
- Increase budget 30-50% during peak seasons (Christmas, Black Friday, Jamhuri Day)
- For tourism: Ramp up 2-3 months before high season
- Reduce budget during slow months (January post-holiday slump)
- Plan campaigns 4-6 weeks before major shopping periods
Optimization Cycle: Review performance weekly and reallocate budget to campaigns with the lowest CPA (Cost Per Acquisition) and highest ROAS (Return on Ad Spend).
Real Example: Our Zanzibar resort campaigns maintained consistent weekly budgets of $500-650 but adjusted bid strategies seasonally. During peak season (May-September), the same budget delivered 40% more inquiries as travelers actively planned holidays, while October-December required more aggressive bidding to maintain volume.
5) How fast will I see results?
Realistic Timeline Based on Actual Campaign Data:
Week 1: Initial Traffic & Learning
- Ads go live within hours of approval
- First clicks and website traffic arrive
- Platform learning phase begins
- Expect: 1,500-2,000 clicks, 4-10 booking inquiries
- Higher CPAs initially as algorithms learn
Weeks 2-4: Early Optimization
- First meaningful conversion data arrives
- Identify winning ad copy and audiences
- Begin eliminating poor performers
- Expect: 5,000-7,000 clicks, 400-800 booking inquiries
- CPAs improve by 20-30%
Weeks 5-8: Accelerating Performance
- Algorithms fully optimized
- Consistent conversion patterns emerge
- Clear winners and losers identified
- Expect: 8,000-11,000 clicks, 850-960 booking inquiries
- CPAs stabilize at efficient levels
Months 3-4: Peak Efficiency
- Maximum ROI achieved
- Predictable, scalable performance
- Ready to increase budget confidently
- Expect: 12,000-23,000 clicks/week during high season
- Conversion rates of 7-14%
Month 6+: Sustained Growth
- Ongoing testing and refinement
- Expansion to new audiences and platforms
- Retargeting campaigns mature
- Seasonal patterns well-documented
Real Example: A Zanzibar resort campaign launched in late April 2024 started with 1,766 clicks and 4 booking inquiries in Week 1. By Week 3 (mid-May), performance jumped to 5,139 clicks and 385 inquiries. Peak performance came in Week 19 (late July) with 23,271 clicks and 777 inquiries in a single week a cost per inquiry of just $0.65.
Important: Businesses that pause campaigns too early (before Week 4) rarely see optimal results. The algorithms need time to learn your audience. One client who maintained consistency saw their inquiry conversion rate improve from 7% in Month 1 to 20% by Month 11.
Essential Metrics:
CTR (Click-Through Rate) – Measures ad relevance
- Good: 3-5% for search ads, 1-2% for display
- Excellent: 6-10%+ for search
- Low CTR = weak ad copy or poor targeting
- Real example: Zanzibar resort search campaigns averaged 6.39-10.40% CTR
CPC (Cost Per Click) – What you pay per click
- Track against industry benchmarks
- Lower CPC = better Quality Score or less competition
- Real example: Luxury hospitality CPCs of $0.03-$0.31
Conversion Rate – Percentage of clicks that convert
- Good: 2-5% for most industries
- Excellent: 7-10%+
- Real example: 10.64% conversion rate (booking inquiry clicks) for luxury resort campaigns
- Optimize landing pages to improve this metric
CPA (Cost Per Acquisition) – Cost to acquire one customer/lead
- Must be lower than your customer lifetime value
- Target: 3:1 ratio minimum (customer value to acquisition cost)
- Real example: $0.55-$1.01 per booking inquiry during peak season
ROAS (Return on Ad Spend) – Revenue generated per shilling spent
- Minimum target: 3:1 (KES 3 revenue for every KES 1 spent)
- Good: 5:1 or higher
- Excellent: 10:1+
- Track both immediate and lifetime value
Quality Score (Google Ads) – Relevance rating (1-10)
- Target: 7+ for lower CPCs and better ad positions
- Improves with better landing pages and ad relevance
- Directly impacts your CPC and ad position
Impression Share – Percentage of available impressions you’re winning
- Low share = you’re losing visibility to competitors
- Budget-limited = increase budget
- Rank-limited = improve Quality Score or increase bids
Kenya-Specific Tracking:
- WhatsApp click events (major conversion point)
- Phone call tracking with duration (many prefer calling)
- M-Pesa payment completions (where possible)
- Form submissions with follow-up tracking
- Multi-language engagement (English, Swahili, other local languages)
Essential Information:
Business Goals & Expectations
- Primary objective (booking inquiries, direct bookings, phone calls, traffic)
- Target number of inquiries/bookings per month
- Acceptable cost per inquiry/booking
- Timeline and urgency
Targeting Parameters
- Geographic locations (source markets for guests – UK, US, Kenya, South Africa, etc.)
- Target audience demographics (age, income, interests)
- Language preferences
- Competitor properties to monitor
- Existing customer profiles and booking patterns
Budget & Financial Information
- Daily/monthly budget range
- Payment method for ad platforms (credit card or invoicing)
- Campaign start date
- Seasonal considerations (high season, low season, events)
Creative Assets
- Logo (PNG with transparent background)
- Brand colors and fonts
- Property images (high resolution, minimum 1200×628px)
- Exterior shots
- Room/suite photos
- Amenities (pool, spa, restaurant, beach)
- Activities and experiences
- Aerial/drone shots if available
- Any existing ad copy or messaging guidelines
- Video content (property tours, testimonials, destination footage)
- Customer testimonials and reviews
Website & Technical Access
- Website URL and admin access (for tracking setup)
- Google Analytics access (or we’ll set up new)
- Existing ad account access (or we create new ones)
- Hosting/domain access if landing page work needed
Booking System Information
- Booking engine details (SiteMinder, Booking.com, direct booking system, etc.)
- Access to booking system dashboard (for monthly reconciliation)
- Room types, packages, and pricing structure
- Availability calendar or seasonal patterns
- Special offers or promotions currently running
- Commission structure (if using OTAs)
Property-Specific Details (for Hospitality)
- Room inventory and categories
- Pricing by season
- Unique selling points (beachfront, all-inclusive, spa, etc.)
- Amenities and facilities
- Dining options
- Activities and experiences offered
- Awards, certifications, or ratings (TripAdvisor, Forbes, etc.)
- Accepted payment methods (especially M-Pesa for East Africa)
Typical Setup Timeline:
- Information gathering: 1-2 days
- Account setup and tracking: 2-3 days
- Campaign build and creative development: 3-5 days
- Review and approval: 1-2 days
- Total: 7-12 business days from kickoff to launch
Request your Free Digital Marketing Proposal today. Nairobi Marketing will audit your website, define opportunities, and craft a custom plan designed to attract customers, boost conversions, and grow your brand across Kenya and Africa.
You own everything. Period.
What You Own:
- Ad accounts remain in your name (Google Ads, Meta Business Manager, LinkedIn, etc.)
- Audience data and all remarketing pixels
- All campaign history, settings, and structures
- Conversion data and customer insights
- Creative assets and ad copy
- Access credentials – you’re always the account owner
Our Access:
- We request “Admin” or “Standard” partner access to manage campaigns
- You can view everything we do in real-time
- You can revoke access anytime with one click
- We never use owner/administrator credentials
- We never lock you out or hold accounts hostage
Your Guarantee:
If you stop working with us, you keep:
- All audiences, conversion data, and campaign structures
- Complete campaign history and performance data
- Remarketing pixel implementations
- Negative keyword lists and optimizations
- Landing page code and assets
We provide:
- Comprehensive handover document
- Campaign documentation and SOPs
- Performance benchmarks and insights
- Optional 2-week transition support to new agency/in-house team
Transparency Standards:
- Weekly performance snapshots via email
- Monthly detailed reports with analysis and recommendations
- 24/7 access to live dashboards (Google Ads, Analytics, Meta)
- Screen-sharing calls to walk through accounts anytime
- Every shilling spent is documented and visible
- No hidden fees or surprise charges
Real Handover: When a Zanzibar resort client transitioned to an in-house team after 11 months, we provided:
- Complete campaign documentation (120+ pages)
- Audience segment definitions and remarketing lists (50,000+ users)
- Negative keyword lists (500+ terms developed over time)
- Performance benchmarks by season and campaign type
- Ad copy library (200+ variations tested)
- Landing page conversion optimization notes
They retained 100% of campaign value, historical data, and could continue optimizing without missing a beat.
We manage PPC campaigns across diverse sectors in Kenya and East Africa:
Hospitality & Tourism ⭐ (Our Specialty)
- Hotels, lodges, safari operators, beach resorts
- Restaurant promotions and table bookings
- Travel packages and tour operators
- Destination marketing organizations
- Real results: 33,290 booking inquiries generated over 11 months for luxury resort collection; 10.64% inquiry conversion rate; peak week generated 1,274 inquiries at $0.47 per inquiry
E-commerce & Retail
- Online stores (fashion, electronics, home goods, beauty)
- Shopping campaigns with product feeds
- Seasonal sales and flash promotions
- Omnichannel retail (online + physical stores)
- Marketplace sellers (Jumia, Kilimall)
Real Estate
- Property listings and lead generation
- Developer campaigns for new projects
- Commercial and residential real estate
- Property management services
- Rental listings and tenant acquisition
Legal Services
- Law firm client acquisition
- Specific practice area campaigns (family law, corporate, litigation, immigration)
- Compliance with legal advertising regulations
- Lead nurturing for high-value cases
- Free consultation booking campaigns
Healthcare & Wellness
- Private clinics and hospitals
- Specialist doctor practices (fertility, cosmetic, dental, ophthalmology)
- Wellness and fitness centers
- Medical tourism packages
- Pharmacy and health product e-commerce
Education
- Schools and universities enrollment campaigns
- Online courses and training programs
- Student recruitment (local and international)
- Professional certification programs
- Language schools and tutoring services
SaaS & Technology
- B2B software sales and free trial signups
- Demo booking campaigns
- Subscription-based services
- App downloads and engagement
- Software marketplaces
B2B Services
- Consulting firms and professional services
- Agency services (marketing, accounting, legal, HR)
- Corporate suppliers and B2B marketplaces
- Lead generation for enterprise sales
- Event and conference ticket sales
NGOs & Non-Profits
- Donation campaigns with budget efficiency
- Volunteer recruitment
- Awareness campaigns and advocacy
- Event promotion and registration
- Grant application traffic
Financial Services
- Insurance lead generation
- Loan and credit product applications
- Investment platforms
- Mobile money services
- Fintech apps
Industry-Specific Customization:
We tailor every aspect of campaigns to comply with industry regulations and maximize performance:
- Healthcare: Medical claims compliance, patient privacy, certification requirements
- Legal: Bar association advertising rules, ethical guidelines, location-specific regulations
- Hospitality: Seasonal booking patterns, international audience targeting, OTA competition strategies
- Financial: CBK regulations, transparent fee disclosure, risk disclaimers
- Education: Student visa timing, enrollment cycles, parent vs. student targeting
Absolutely yes, if done strategically.
Why PPC Works for Small Businesses:
Level Playing Field
- You compete on relevance and quality, not just budget
- Smart targeting beats big spending every time
- Local businesses can dominate neighborhood searches
- Small budgets with precise execution outperform large wasteful campaigns
Budget Control
- Start with KES 30,000/month and scale only what works
- Pause anytime without penalties or long-term contracts
- Only pay for actual clicks, not impressions
- Real-time visibility into every shilling spent
- Adjust budget up or down with 24-hour notice
Fast Results
- Traffic starts within hours of launch
- See which ads work within days
- Compare to SEO (6-12 months to rank) or traditional advertising (unclear ROI)
- Make data-driven decisions weekly, not yearly
Success Requirements for Small Businesses:
- Niche targeting – Don’t try to reach everyone; focus on your ideal customer only
- Strong offer – Clear value proposition that differentiates you from competitors
- Fast, mobile-optimized landing page – Most Kenyan traffic is mobile-first
- WhatsApp/phone integration – Make it effortless to reach you (one-click contact)
- Accurate conversion tracking – Know what’s working from day one
Performance Max (PMax) is Google’s AI-powered campaign type that automatically shows your ads across ALL Google inventory: Search, Display, YouTube, Gmail, Discover, and Maps – all in one campaign.
How Performance Max Works:
You provide:
- Campaign goal (booking inquiries, purchases, leads, store visits)
- Daily budget and target CPA or ROAS
- Creative assets:
- Images (15-20 recommended)
- Videos (2-5 recommended)
- Headlines (5-15 variations)
- Descriptions (5-10 variations)
- Business logo
- Audience signals (optional starting hints for AI)
- Final URL (landing page)
Google’s AI decides:
- Which placements to use (Search, Display, YouTube, Discovery, Gmail, Maps)
- Which audiences to target across all Google properties
- Which creative combinations perform best
- How much to bid in each individual auction
- When to show ads (time of day, day of week)
- Continuous optimization: Learns and improves automatically based on conversions
When Performance Max Works Best:
Use PMax When:
- Strong conversion tracking implemented (essential – this is non-negotiable)
- At least 50+ conversions per month consistently (gives algorithm data to learn)
- Multiple high-quality creative assets available (10+ images, 2+ videos minimum)
- You want to maximize reach across entire Google ecosystem
- You’re willing to trade granular control for performance
- Clear conversion value signals exist (booking values, purchase amounts, lead quality)
- Goal is overall efficiency and scale, not controlling exact placements
- You have budget to let algorithm learn (minimum $500-1,000/month)
Real Example – Zanzibar Resorts:
BREEZES Performance Max:
- Spend: $4,822
- Clicks: 152,646
- CTR: 4.95%
- Massive reach across Search, YouTube, Discovery, Gmail simultaneously
BARAZA Performance Max:
- Spend: $4,786
- Clicks: 65,975
- CTR: 3.20%
- Complemented Search campaigns
Combined Performance Max Impact:
- 218,621 clicks across all Google properties
- Reached audiences at multiple touchpoints
- Found high-intent users on YouTube watching travel content
- Captured Discovery feed browsers planning trips
- Remarketed via Gmail promotional tabs
Avoid PMax When:
- Just starting out (insufficient conversion data – algorithm will waste budget)
- Conversion tracking weak, unreliable, or incomplete
- Very limited creative assets (only 1-2 images, no video)
- Budget under KES 30,000/month ($300/month) – not enough for learning
- Need granular control over exact keywords or specific placements
- Want to see exactly which search terms triggered your ads (limited visibility in PMax)
- Brand safety critical and you need precise control over placements
- Running highly sensitive campaigns (healthcare, legal, financial advice)
- Selling single SKU with no variation (better to use standard Search)
Choose a PPC agency that focuses on strategy, not just campaign setup.
A good agency should:
- Ask detailed questions about your business goals, customers, and budget
- Provide a clear optimization plan (not just “we’ll set up campaigns”)
- Offer transparent reporting with weekly updates and monthly deep-dives
- Let you own all accounts and data (no hostage situations)
- Explain their strategy in simple terms you understand
- Share real case studies with actual results
Red flags to avoid:
- Guaranteed rankings or results promises
- Long-term contracts with no flexibility
- Vague answers about strategy
- Won’t show you the actual ad accounts
- Poor communication or slow response times
Real example: We provide weekly snapshots showing spend, conversions, and cost per result, plus monthly strategy calls and 24/7 dashboard access. You own everything—if you leave, you keep all campaign data and audience lists.
Minimum: Weekly reviews to catch issues before they waste budget.
Ideal: Daily monitoring if you’re in a competitive niche or running time-sensitive promotions.
Why frequency matters:
- New competitors can jump in overnight and drive up costs
- Budget can burn fast without oversight (especially on broad match keywords)
- Seasonal trends shift quickly
- Algorithm changes affect performance
- Ad disapprovals need immediate attention
What we monitor:
Daily:
- Budget pacing (on track to spend or overspending?)
- Disapprovals or technical issues
- Unusual cost spikes or drops
- Conversion tracking functioning correctly
Weekly:
- Search term reports (add negatives)
- Performance by campaign, ad group, keyword
- Quality Score changes
- Bid adjustments based on performance
Monthly:
- Comprehensive performance analysis
- Strategic adjustments and testing plans
- Budget reallocation recommendations
- Competitor activity review
Our approach: We handle all technical monitoring and optimization so you can focus on running your business. You receive weekly snapshots and monthly strategy updates, with immediate alerts if anything needs your attention.
Yes, technically, but your options are limited and performance suffers.
Options without a traditional website:
Facebook/Instagram Lead Ads
- Forms appear directly in social media
- Captures name, email, phone without leaving platform
- Pro: Zero-click lead capture
- Con: Lower quality leads (too easy to submit)
WhatsApp Click-to-Chat
- Ads link directly to WhatsApp conversation
- Extremely popular in Kenya
- Pro: Immediate personal engagement
- Con: Limited tracking beyond initial click
Google Local Services Ads
- For service businesses (plumbers, electricians, cleaners)
- Google-verified badge, pay per lead
- Con: Limited availability, strict verification required
Landing on Social Profiles
- Direct to Facebook/Instagram business page
- Pro: Quick setup
- Con: Poor conversion rates, unprofessional appearance
Why you still need at least a landing page:
Better Tracking
- See full user behavior (time on site, engagement)
- Implement remarketing pixels
- Build valuable audience data
Higher Credibility
- Professional appearance builds trust
- Space for testimonials, certifications, details
- Multiple conversion options (form, WhatsApp, call)
Better Conversions
- Landing pages convert 3-5x better than social profiles
- A/B testing opportunities
- Optimized for specific campaigns
Lower Cost
- Better Quality Scores = lower CPCs
- Reduced wasted clicks
- Higher conversion rates = better ROI
Our recommendation:
Start with WhatsApp/Lead Ads for immediate launch, but invest KES 20,000-50,000 in a simple, fast landing page within 30 days. Even a basic one-page site dramatically improves performance.
As a full-service agency, we can help: We offer complete web solutions including landing page design, web development, SEO, and content writing to complement your PPC campaigns.
You can manage basic PPC yourself if you have:
- Time (10-15 hours/week minimum)
- Comfort with data and analytics
- Willingness to continuously learn platform changes
- Budget for testing and mistakes
Consider hiring an agency if you:
- Don’t have 10+ hours weekly for campaign management
- Want to avoid costly beginner mistakes
- Need expertise across multiple platforms (Google, Meta, LinkedIn)
- Prefer focusing on your core business
- Want proven strategies that work faster
- Need sophisticated tracking setup
The real costs of DIY PPC:
Wasted Ad Spend:
- Broad match keywords without negatives = 20-30% waste
- Poor Quality Scores = 30-50% higher CPCs
- Wrong bidding strategies = overpaying for clicks
- Targeting mistakes = irrelevant traffic
Opportunity Cost:
- 10-15 hours/week managing campaigns
- Time better spent on sales, operations, strategy
- Delayed results from trial-and-error learning
Real example: A business owner spent 3 months and $8,000 learning PPC themselves with minimal results. After hiring us, we achieved better performance in the first month using proven strategies, and the owner reclaimed 40+ hours monthly.
What you get with an agency:
- Expert strategy from day one (no learning curve)
- Proven frameworks that work
- Advanced tracking setup
- Continuous optimization
- Industry benchmarks and competitive insights
- Time to focus on your business
Schedule a call with us and let’s discuss your advertising needs. We’ll be honest about whether PPC is right for you and whether you need an agency or can succeed on your own.
Key indicators your campaign is working:
Primary Success Metrics:
- ✅ Cost per conversion is below your target (you set the acceptable cost)
- ✅ Conversion volume is increasing month-over-month
- ✅ ROAS is positive (making more than you spend)
- ✅ Quality traffic – visitors engage, not just bounce immediately
Warning Signs of Problems:
- ❌ High clicks but zero conversions (tracking issue or targeting problem)
- ❌ Cost per conversion rising month-over-month
- ❌ Low CTR (<2% for search ads)
- ❌ High bounce rates (>70%)
- ❌ Budget exhausting early each day
- ❌ Declining impression share
Our Reporting Approach:
Weekly Snapshots:
- Key metrics: spend, clicks, conversions, CPA
- Budget pacing update
- Any issues or opportunities flagged
Monthly Detailed Reports:
- Comprehensive performance dashboard
- Campaign-by-campaign breakdown
- Conversion analysis and trends
- Comparison to previous periods
- Clear insights and recommendations
- Strategic next steps
Beyond Basic Reporting:
- Actionable insights (not just data dumps)
- “So what?” analysis – what the numbers mean for your business
- Competitive benchmarking
- Optimization recommendations with expected impact
- Complete visibility into your marketing investment
Real example: Our Zanzibar resort client receives monthly reports showing:
- Booking inquiry rate: 10.64% (excellent)
- Cost per inquiry: $0.77 (beating industry average by 40%)
- Seasonal patterns: May-September peak season with 40% better efficiency
- Estimated booking completion rate: 22-28% based on reconciliation
- True ROAS: 20,000-35,000% depending on season
Complete transparency means you always know where your money goes and what results it generates.
Traffic: Within hours of launching Meaningful data: 2-4 weeks Optimized performance: 2-3 months
Realistic Timeline:
Hours 1-24:
- Ads go live after approval
- First clicks and website visits
- Immediate visibility in search results
Week 1:
- Initial performance data
- First conversions (if tracking set up correctly)
- Early insights into which ads work
- Example: 1,500-2,000 clicks, 4-10 conversions
Weeks 2-4:
- Algorithms learning your audience
- First optimization round
- Clearer performance patterns
- Example: 5,000-7,000 clicks, 400-800 conversions
Months 2-3:
- Peak efficiency achieved
- Predictable, scalable results
- Algorithms fully optimized
- Example: 12,000+ clicks/week, 850+ conversions during peak season
Month 4+:
- Sustained performance
- Seasonal patterns understood
- Ready to scale confidently
Why PPC’s Speed is Its Biggest Advantage:
Compare to other channels:
- SEO: 6-12 months to rank
- Content marketing: 3-6 months to build audience
- Traditional advertising: Weeks to launch, unclear ROI
- PPC: Traffic in hours, data in days, results in weeks
Real example: Zanzibar resort campaign launched April 22, 2024:
- Week 1: 1,766 clicks, 4 conversions ($0.74 CPA)
- Week 3: 5,139 clicks, 385 conversions ($1.10 CPA)
- Week 8: 8,009 clicks, 864 conversions ($0.67 CPA)
- Week 19: 23,271 clicks, 777 conversions ($0.65 CPA)
- Best week (Week 20): 1,274 conversions at $0.47 each
The key: Don’t expect instant perfection. Give campaigns 4-8 weeks to optimize before making major decisions.
Partner with our agency and we’ll help you achieve measurable results through a data-driven approach, realistic timelines, and continuous optimization.
PPC delivers results traditional advertising can’t match:
Instant Visibility
- Appear ahead of all organic search results
- Outrank competitors immediately (even if their SEO is better)
- No waiting months for SEO to work
Precise Targeting
- Target exact audiences by location, demographics, interests, behavior
- Reach people actively searching for your solution (high intent)
- Impossible with traditional advertising (TV, radio, print)
Budget Flexibility
- Start with any budget (even KES 30,000/month)
- Adjust spending up or down daily
- Pause anytime without penalties
- Only pay when people click (not for impressions)
Measurable Results
- Track every click, conversion, and shilling spent
- Know exactly what’s working and what’s not
- Real-time data for fast optimization
- Calculate precise ROI
Valuable Insights
- Learn what messages resonate with your audience
- Understand customer behavior and objections
- Identify which products/services drive most interest
- Use insights to improve overall marketing strategy
Supports Other Marketing
- Complements SEO efforts (dominates search results)
- Builds remarketing audiences for future campaigns
- Tests messaging before investing in content/SEO
- Generates immediate leads while SEO builds long-term
Why PPC Works in Kenya:
Mobile-First Market
- 75%+ of traffic is mobile
- PPC ads optimized for mobile perfectly
- WhatsApp integration (click-to-chat) highly effective
High Intent Audiences
- Kenyans use search engines to find solutions
- Strong commercial intent in search queries
- Ready to convert when they find the right solution
Competitive Advantage
- Many competitors still rely only on organic/word-of-mouth
- PPC gives instant visibility advantage
- Capture market share while others wait for SEO
Bottom line: PPC is the fastest way to generate qualified leads, test your market, and scale profitably all while maintaining complete control over your budget and strategy.
Grow your business today
Stop wasting money on underperforming ads. Let our PPC experts analyze your campaigns, identify optimization opportunities, and create an advertising strategy that delivers measurable ROI. Whether you need more leads, sales, or brand awareness, we’ll help you turn clicks into customers and ad spend into revenue.
