Services — Performance & Digital Marketing
PPC Agency
Ellington & Vale is a PPC and SEM advertising agency in Delhi NCR managing Google Ads and shopping campaigns to a cost-per-acquisition target — not a spend target. We run the account, the landing pages it sends traffic to, and the reporting that tells you honestly whether it's working, as one connected job rather than three separate vendors.
Google Ads management
Search, shopping and performance max campaigns, structured around how a buyer actually searches rather than how a keyword list looks in a spreadsheet. Account structure is where most underperforming Google Ads accounts go wrong before targeting or bids are even a factor — campaigns split incorrectly, budgets fighting each other, or a structure inherited from a previous agency that nobody has revisited in a year.
What SEM means, and where PPC and SEM actually differ
This is a genuinely confused pair of terms, and worth answering plainly rather than treating the confusion as obvious. PPC (pay-per-click) is the pricing model — you pay when someone clicks an ad. SEM (search engine marketing) is the broader discipline of marketing on search engines, which includes PPC but can also cover paid strategy work that isn't billed per click. In practice, most agencies — including this page — use the two terms to describe the same core service: paid search advertising, run and optimised on your behalf. If a vendor is drawing a hard technical line between the two to justify a separate line item, ask them to be specific about what that second thing actually is.
Shopping and marketplace ads
Google Shopping campaigns for ecommerce brands, run alongside — not instead of — the marketplace advertising covered on our ecommerce marketing page. The two auctions behave differently and are frequently reported separately even when they're competing for the same customer's attention; we look at both together.
Landing pages and conversion
The half of PPC most agencies treat as someone else's problem. Sending paid traffic to a generic homepage or an unoptimised product page wastes a meaningful share of every rupee spent on the click that got them there — the ad did its job and the page undid it. We build and test the landing experience as part of the account, not as a separate engagement handed off to a web team that never sees the campaign data. More on the build side on our web design page.
Account structure and what we audit
PPC buyers are frequently technical, have often been burned by a previous agency, and know enough to ask hard questions — which is the right instinct in this category. Before proposing anything, we audit what's already there: conversion tracking accuracy, account structure, wasted spend on search terms that shouldn't be triggering ads, and whether the previous account's reported results would survive a second look. We'll tell you honestly what we find, including if the existing account is in better shape than a new agency pitch usually admits.
What determines the cost
We don't publish a rate card, because the right fee structure depends on spend level and account complexity more than it depends on a flat number. What we can tell you plainly is what moves it.
Monthly ad spend under management. The primary driver — a ₹1.5 lakh monthly account and a ₹25 lakh one need different levels of attention and produce different reporting depth.
Number of campaign types running. Search alone is a different scope from search, shopping and performance max run together.
Landing page work. Whether we're optimising pages you already have or building new ones as part of the engagement.
Account condition at handover. A clean, well-tracked account we're taking over is a faster start than one that needs tracking rebuilt and historical waste cleaned out before optimisation can begin meaningfully.
Tell us your monthly budget and target CPA, and we'll tell you honestly whether it's workable before anything is committed.
FAQ
- How much does a PPC agency charge in India?
- We don't publish a rate card — the honest range depends heavily on spend level and how many campaign types are running. Tell us your budget and we'll tell you what structure makes sense and whether it's workable.
- What is the difference between PPC and SEM?
- PPC is the pricing model — paying per click. SEM is the broader discipline of search engine marketing, which includes PPC. Most agencies use the terms interchangeably to describe paid search management, and we do too, for clarity.
- What is a good minimum ad budget to start?
- This depends heavily on your category's cost-per-click and how much data a campaign needs to leave the learning phase — a workable minimum in a low-CPC category can be a non-starter in a high-CPC one. Tell us your category and target CPA and we'll give you a real answer rather than a generic figure.
- How soon do Google Ads produce results?
- First data within days. A stable, trustworthy cost-per-acquisition figure typically takes several weeks, because the algorithm needs a meaningful volume of conversions before its optimisation is reliable — reading week-one numbers as a verdict is a common and expensive mistake.
- Do you take over an existing account, or rebuild it?
- Either, depending on what the audit finds. A well-tracked account with a sound structure gets optimised in place. One with broken tracking or a structure fighting itself usually needs a rebuild — we'll tell you honestly which situation you're in before proposing either.
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