Services · Pay-Per-Click
Pay-Per-Click advertising
you can actually audit.
PPC buys attention the day you switch it on. It only pays back when the tracking is correct, the wasted queries are excluded and the page behind the click can close. That is where we spend our time.
“industrial racking supplier krakow”
- Ad Racking & Shelving | Survey Within 5 Days
- Ad
- 1
- 2
The paid slots sit above everything earned. You keep them for exactly as long as you keep funding the auction.
Where your budget actually goes
- Google Search Ads
- Performance Max
- Shopping Ads
- Google Display
- YouTube Ads
- Remarketing
- Conversion Tracking
- Feed Optimisation
Our PPC strategy
-
01
Fix the measurement
Nothing launches until a conversion means one real business outcome, counted once.
-
02
Structure for the machine
Campaigns split so automated bidding learns from clean signals instead of averages.
-
03
Cut what does not convert
Search terms reviewed on a schedule, with negatives added before the spend repeats.
-
04
Improve the landing
The page behind the click gets tested as hard as the ad in front of it.
Pay-per-click (PPC) is advertising where you bid for a placement in an auction and pay only when someone clicks. On Google that spans search ads, Shopping, Performance Max, Display, YouTube and remarketing. The traffic begins the day the campaign goes live and ends the day the budget does.
Running ads is the easy part.
Anyone can put a campaign live in an afternoon. The difference between an account that earns and an account that leaks sits underneath the ads, in the plumbing almost nobody inspects.
Tracking decides everything else
A conversion has to mean one real business outcome, counted once, on the right page. When it does not, automated bidding trains itself on noise and your reports quietly agree with it.
Negative keywords need a standing routine
Broad matching keeps finding new ways to spend money on queries that were never going to buy. Search terms need reviewing on a schedule, with exclusions added before the same waste repeats next month.
The click lands somewhere
A slow page, a confusing form or an offer that does not match the ad will waste a perfectly good click. Our web design and development team rebuilds the pages the campaigns depend on.
Paid is rent. Organic is equity.
We say the same thing on our organic SEO page, and it cuts both ways. Rent gets you into the room this week. Equity is what you still own in two years. Most businesses need both, weighted differently depending on the stage they are at.
| Paid search (PPC) | Organic search (SEO) | |
|---|---|---|
| Time to first result | Same day the campaign goes live | Months, and it varies by market |
| What happens when you stop | Traffic ends within hours | Rankings hold and decay slowly |
| Cost behaviour over time | Recurring, and rises as rivals bid | Front-loaded, then the cost per visit falls |
| Control over messaging | Exact copy, audience and timing | Influence over a result the engine writes |
| Best used for | Launches, testing demand, filling gaps fast | Building an asset that keeps paying |
| Main failure mode | Spending against broken measurement | Publishing pages nobody was searching for |
Who this is for
Paid search earns its place when speed and control are worth paying for, and when the maths behind a customer is understood well enough to know what one is worth.
Businesses that need volume now
A new location, a funding round to justify or a quarter that has to be rescued. Organic work is already running in the background, but it will not arrive in time. Paid covers the gap while the slower channel matures.
E-commerce with a real product feed
Shopping and Performance Max are fed by your product data, so titles, attributes and availability decide what gets shown. Retailers with clean feeds and known margins get more out of paid than almost anyone else.
Accounts that spend without knowing why
Budget goes out every month, the dashboard shows conversions, and nobody can trace those conversions to invoices. This is the most common account we inherit, and the tracking rebuild usually pays for itself.
Anyone testing a market before committing
Paid search is the cheapest way to find out whether people already look for what you sell. A short, tightly targeted campaign answers that question before you commission a year of content and links.
How our PPC process works
The order matters. Measurement first, then structure, then spend. Skipping to the launch is how accounts end up optimising toward a number that was never true.
-
1
Account and tracking audit
We check what each conversion action actually fires on, whether it double counts, and whether phone calls and offline sales reach the account at all. Anything broken gets rebuilt before a budget moves.
-
2
Value and target modelling
We agree what a lead or an order is worth to you, including repeat purchase where it applies. Without that figure, bidding toward value is guesswork and every target is arbitrary.
-
3
Campaign architecture
Brand, high intent non-brand, Shopping and remarketing are separated so each one carries its own budget and its own signal. Automated bidding learns from clean groupings instead of blended averages.
-
4
Assets, feed and landing pages
Ad copy written per ad group, product feeds corrected at the source, and landing pages checked for speed, message match and a form that a person can finish on a phone.
-
5
Controlled launch
Campaigns go live at a level that gathers usable data without burning the quarter. We watch search terms daily in the first weeks, because that is when the expensive irrelevant queries appear.
-
6
Review, exclude, scale
A fixed rhythm of search term review, negative keyword additions, placement and brand exclusions on Performance Max, then budget moved toward the segments that are proving themselves.
What you actually receive
Everything below stays in your own Google accounts, documented well enough that another team could pick it up tomorrow.
A measurement setup you can trust
- Conversion actions mapped to real business outcomes
- Duplicate and misfiring tags removed
- Call, form and offline events feeding the account
The rebuilt account structure
- Campaigns split by intent, margin and geography
- Ad copy written per ad group rather than per account
- Bidding strategy documented with the reason behind it
The waste control programme
- A shared negative keyword list that keeps growing
- Placement, brand and audience exclusions on Performance Max
- A written search term review cadence anyone can run
Reporting that answers questions
- Spend and conversions traced to campaign and query
- What we changed this month and what it moved
- Landing page tests in flight and their status
“We started with a free strategy that showed us specific gaps in our campaigns. Today, LineUp is our regular partner, delivering a measurable return on every invested zloty.”
What clients say on Google
Unedited screenshots from our Google Business Profile. Swipe, or use the arrows, to read them all.
Read these reviews on Google. Reviews written in Polish or Turkish are shown in Google’s own translation.
Questions we get asked
What is pay-per-click advertising?
Pay-per-click is advertising where you bid for a placement and pay only when someone clicks. On Google that covers search ads, Shopping, Performance Max, Display, YouTube and remarketing. The traffic starts the day the campaign goes live and stops the day the budget does.
Should we run PPC or invest in organic search instead?
Most businesses need both, at different stages. Paid buys demand immediately and stops when you stop paying. Organic SEO takes months and keeps earning after the work ends. Paid is rent, organic is equity, and the two answer different questions.
How much budget do we need to start?
Enough for the account to gather meaningful conversion data inside a reasonable window, which depends on your prices, your close rate and how competitive your queries are. We work that out from your numbers before anything launches rather than quoting a figure blind.
Why do you start with conversion tracking rather than campaigns?
Because every later decision reads from it. If tracking double counts, fires on the wrong page or misses phone and offline sales, automated bidding optimises toward the wrong outcome and your reports confirm the mistake. Bad tracking makes everything downstream wrong.
Is Performance Max worth running?
Often, but it is not a set and forget campaign. It hides much of the placement detail you would see elsewhere, so it needs a clean product feed, brand and placement exclusions, and asset groups split by margin. Left on autopilot it quietly buys your cheapest conversions twice.
What happens to our traffic if we pause the ads?
It stops within hours. That is the honest tradeoff of a rented channel, and it is why we push clients to build organic search and returning demand alongside the ad account. Paid works best as the fastest channel you run, with slower and more durable ones underneath it.
Find out what your ad budget is really buying.
Send us access to the account. We will tell you which conversions are counted twice, which queries are draining the budget, and what we would change before spending another zloty.
Last reviewed 28 July 2026.