Why a PPC agencies strategy framework keeps paid search honest

What to take away

Step 1: Fix the objective before the channel mix

Write one primary objective

Start with a single primary objective for the next 12 months, measurable and tied to a business outcome such as qualified leads, revenue or margin. Secondary objectives can exist, but they must not compete for the same budget.

If the primary objective is lead volume, the framework tolerates a higher cost per lead. If it is margin, it must exclude unprofitable segments. Two primary objectives produce two competing plans.

Translate it into channel roles

Each channel gets a job. Brand search defends demand. Non-brand search captures intent. Paid social creates demand where search volume is thin. LinkedIn advertising suits considered B2B buying, so use the getting started guide for LinkedIn advertising when briefing a first campaign.

Write the role next to the channel in one line. If you cannot, the channel is not needed.

Step 2: Set the budget and data rules

Split the budget by evidence

Start from last year's actual cost per acquisition by channel, not from a percentage rule of thumb. Allocate more to channels that convert within target and CAP the rest.

For example, on a £10,000 budget, if a channel's CPA is 20% above target, cut its budget by 10% and move that 10%, £1,000, to a channel whose CPA is at or below target.

Keep a test reserve of roughly 10% of spend, funding new keywords, audiences and creative without raiding proven campaigns.

The PPC agencies ninety day plan: data and sources shows which data feeds to pull before you set those numbers.

Agree the measurement rules

Decide what counts as a conversion, the window and who signs off changes. Use platform documentation for tracking rules and your own analytics for reconciliation. Small discrepancies are normal; document them.

Set a reporting rhythm: weekly pacing checks, monthly performance reviews, quarterly framework reviews. Name the person accountable for each.

Step 3: Brief and select an agency, then build the plan and checklist

Brief and select an agency

Ask for a written plan that names the primary objective, the budget split and the measurement rules. Check who will run the account day to day, not just who pitches.

Fee models vary: percentage of spend, fixed retainer or performance fee. Ask what determines the fee. Require access to the ad accounts and a clear exit period.

Shortlist two or three agencies, then test with a paid audit or small project before a long contract.

Turn the framework into a 90-day plan

The framework is annual; the plan is quarterly. Break it into 90-day blocks with one or two priorities each. Every priority needs an owner, a budget line and a success measure.

Planning discipline matters here more than platform tricks. Formal training such as CIM strategy and planning training covers objective setting and the planning habits that transfer directly to paid search.

Keep creative standards explicit

Write down what good creative looks like before production starts. IAB UK publishes search advertising creative best practice covering relevance, clarity and format, a sensible baseline for any framework.

Framework checklist

Common questions

How long should a PPC agencies strategy framework last?

Set it for 12 months. The review cycle is in the framework.

Should the client or the agency own the framework?

The client owns the objective and budget. The agency owns the channel plan and execution. Write the split into the framework so decisions do not stall.

What if the objective changes mid-year?

Change it once, formally, and reset the budget split at the next review.

How many channels should a framework cover?

Only as many as you can fund properly. Two or three well-funded channels beat five starved ones.