Paid acquisition managed for CAC. Reported against pipeline.
Iscope Digital runs PPC programs the way finance leaders wish they were run — built around your customer-acquisition cost and pipeline targets, not the click and impression metrics that fill most agency reports.
What is PPC management — and why CAC matters more than CPC?
PPC (pay-per-click) management is the practice of designing, executing, and optimizing paid advertising on Google, LinkedIn, Bing, Meta, and other platforms — covering keyword strategy, bid management, ad creative, landing pages, and conversion measurement.
Most PPC reports optimize for CPC (cost per click), CTR (click-through rate), or impressions. These tell you about traffic, not about business. Iscope optimizes for CAC (customer-acquisition cost) — the cost of acquiring a paying customer or qualified pipeline opportunity — because that is the number that determines whether paid acquisition is profitable.
Four platforms. Composed for the audience.
No single platform serves every B2B audience. We compose campaigns across the four where buyers actually are — and skip the platforms that don’t fit.
Strategy through reporting. End-to-end ownership.
CAC modelling & goal-setting
Define target CAC and acceptable payback period. Reverse-engineer to allowable CPC, CPL, and CPA per channel.
Targeting infrastructure
Keyword research, audience builds (LinkedIn / Meta), lookalikes, custom audiences from your CRM, negative keyword lists.
Ad copy & design
Search ads, responsive ads, single-image and video creative for paid social. Multi-variant for testing.
Conversion pages
Dedicated landing pages per campaign — message-matched, fast-loading, conversion-tested. Built by our Creative Web Development team where needed.
Conversion measurement
Conversion tracking pixels, GA4, server-side tracking where applicable, CRM integration for closed-loop attribution.
Weekly pipeline reviews
CAC, MQL volume, SQL conversion, pipeline contribution. Tied back to revenue where data permits.
Six symptoms we usually find — and what we fix.
When clients bring an underperforming PPC program to us, it’s almost always one of these. Audit-first because the fix depends on the cause.
From audit to live campaign in 21 days.
Audit
Current accounts, spend efficiency, conversion tracking, attribution gaps. Days 1–5.
CAC model
Target CAC, payback period, allowable per-channel CPL/CPA. Days 3–7.
Build
Account structure, keyword sets, audiences, creative, landing pages, tracking. Days 7–18.
Launch
Soft launch at controlled spend. Validate conversion tracking before scaling. Day 21.
Optimize
Ongoing: weekly reviews, bi-weekly bid adjustments, monthly creative tests, quarterly account refresh.
Where paid acquisition pays back.
B2B SaaS demand gen
Steady MQL flow from high-intent search, LinkedIn for category-defining campaigns, demo sign-ups.
LinkedIn ABM
Named-account targeting with sponsored content + lead gen forms. Coordinated with SDR follow-up.
High-intent search capture
Buyers searching for solutions to specific problems — capture and convert before they reach competitors.
Retargeting site visitors
Multi-platform retargeting of high-intent pages. Google Display, LinkedIn, Meta all working together.
Event & webinar registration
Time-bounded paid drives. Multi-touch retargeting against drop-offs from registration funnel.
Local & geographic services
Geo-bounded Google Search and Local Service ads for businesses serving specific markets.
Which platforms do you manage?+
Google Ads (Search, Display, YouTube, Shopping, Local Service Ads), LinkedIn Ads (Sponsored Content, Lead Gen Forms, Message Ads, Conversation Ads), Microsoft/Bing Ads, Meta (Facebook, Instagram, Audience Network), and platform-specific channels like Reddit and Quora where they fit. We will recommend the mix based on your audience and CAC targets — not the platforms we are commissioned to push.
How is PPC pricing structured?+
Flat monthly retainer scaled to spend and complexity, plus a small management percentage on spend (declining with volume). We do not take performance commissions on platforms — that creates a perverse incentive to push spend higher when it shouldn’t go higher. Pricing is transparent and reviewable in the contract.
What’s the minimum ad spend?+
For B2B engagements, $10,000/month in ad spend is the practical minimum. Below that, platform data is too thin for meaningful optimization and the management fee dominates the economics. For local services or niche-vertical B2C, lower minimums apply.
How is performance measured?+
CAC and pipeline first; CPC, CTR, impressions reported as supporting data. Weekly reports cover spend pacing, conversion volume, qualified-lead count, CAC trend, and per-channel attribution. Monthly reports add pipeline contribution and revenue attribution where CRM integration supports it.
Do you build landing pages?+
Yes. Dedicated landing pages per campaign — message-matched, fast-loading, conversion-tested — are part of every engagement. Built by our Creative Web Development team when site changes are needed; built on our landing-page platform otherwise.
How long until results?+
First conversions: 1–2 weeks after launch. Reliable CAC signal: 6–8 weeks (enough data to optimize against). Steady-state pipeline contribution: 3 months. Anyone promising “results in 30 days” without context is selling clicks, not pipeline.
Do I keep ownership of the ad accounts?+
Yes, always. All ad accounts (Google Ads, LinkedIn, Bing, Meta) remain under your ownership and billing. We are added as managers with the permissions required to run them. If the engagement ends, you keep the accounts, the history, the audiences, and the data.
What does the reporting look like?+
Live dashboard (Looker Studio or equivalent) updated daily, weekly written summary on Mondays, monthly review meeting. Reports lead with CAC, conversion volume, and pipeline contribution — followed by platform-level diagnostics. We will not pad reports with vanity metrics.
Give us read-only access. We’ll send back a written diagnosis.
Wasted spend, missed opportunities, structural problems, tracking gaps. Five days, no commitment. If we recommend you stay with your current agency, we’ll say that too.
PPC pairs naturally with these.
Creative Web Development
High-converting landing pages built where the paid traffic lands. Same shop, same accountability.
AI Engine Optimization
Capture buyers in AI engine answers — the demand that PPC doesn’t reach.
Online Lead Generation
PPC delivers in-market intent; lead gen reaches the audience before they’re searching.