The Difference between Active & Passive PPC Management

Written by Matthew Edwards

June 2, 2020

When it comes to PPC advertising campaigns, you need to ensure yours is expertly managed. In the digital marketing industry, there are two separate methods of management:

  • Passive PPC management
  • Active PPC management

What’s the difference between these two methods, and which one is ideal for your next Google Ads campaign? While both options will manage your campaign, there’s a massive difference between the two. To help you realize which one you should seek out, let’s compare them!

Passive PPC Management

We’ll start with passive management because it’s much easier to explain. In essence, a digital marketing agency will provide very limited management of your PPC campaign. This tends to include minimal adjustments to the way the campaign is formed.

Typically, passive PPC management will include monthly check-ins where small tweaks are made to keywords and your budget. Other than that, the agency takes a very laid back approach to things and lets the campaign run itself month to month.

It’s not a very thorough service, and the only benefit is that it is the cheaper of the two options. Which is to be expected when you consider the minimal management carried out.

Active PPC Management

By contrast, Active PPC management is a far more hands-on approach to your pay per click campaign. In general, it involves more frequent updates with weekly reports and constant data analysis. The benefit of this is that you stay updated with your campaigns as they happen. The higher frequency of adjustments means that little things can be tweaked to get the most out of your budget. It’s far more cost-effective than waiting a month before changing things. So many different things can happen to a PPC campaign within a week. If they’re neglected, you can waste money on a strategy that doesn’t generate leads for weeks on end.

We offer an Active PPC Management service to help anyone with their PPC campaigns. While we specialise in Google Ads, this service extends to various other platforms as well. Here’s a look at some of our service’s main features and how we can help you get the most out of your advertising budget:

Constant Keyword Updates

As part of our active PPC management, we always look for the most effective keywords for your business. We’re constantly running keyword research to see if your money is better spent elsewhere. If any keywords are wasting money by not generating conversions, then we remove them right away. Similarly, we improve low-performing keywords by making them more relevant.

Overall, our active management means you continuously stay on top of the best keywords and target ads that are more keyword-specific. It helps you zero in on your target market, which can increase your conversions exponentially.

A/B Split Testing

This is something you never get with passive PPC management as it requires too much work. With our service, we perform A/B testing to understand which ads are worthwhile. These tests help us determine winning or losing ads in your campaign.

In essence, this ensures that you don’t waste money on losing ads. With passive management, this type of testing doesn’t take place. So, you may waste a portion of your budget on ads that simply won’t convert.

Regular Campaign Adjustments

Thanks to our experience, we know there are lots of different modifiers involved in pay per click advertising. This includes the following:

  • Dayparting modifiers
  • Geo bid modifiers
  • Audience modifiers
  • Device modifiers

Our active management service will provide regular adjustments for all of these modifiers. We regularly pay close attention to your campaign and tweak things as we see fit. Slight adjustments here and there can be the difference between a campaign that yields a positive ROI, and one that wastes your money.

Budget Management

Every advertiser has a budget for a PPC campaign. We take your budget and make sure that it performs towards the goal. We reallocate the budget to provide a more efficient ad spend, and we always ensure that you don’t go overboard. This careful budget management allows you to run PPC campaigns that make a profit. Too many campaigns end up wasting money or running over budget due to poor management. In most cases, this is because you’re using passive PPC management instead of a more active approach!

We’re capable of doing many more things as part of our active PPC management service. If you’d like a more detailed run-through of how we can help you out, please don’t hesitate to get in touch.

Active vs. Passive PPC Management

When you compare the two options, there’s a clear winner: active PPC management. Passive PPC management only has one benefit – it’s cheap.

If you look at the overall services, you realise that active PPC management is far more cost-effective. Yes, it is more expensive. But, you get more from the service and end up with a PPC campaign that’s better managed. As a result, you can generate more leads and potentially increase sales thanks to an active approach. So, the added costs will pay for themselves!

Improve Your Campaigns With Active PPC Management

Are you struggling to see any value from your Google Ads? Do you feel like you’re throwing money down the drain with your pay per click campaigns? These are common feelings, but all your problems can be solved with active PPC management. Contact us today to improve your campaigns and get better results!


A digital agency that creates solutions, not just websites.


      – Mars Digital

This isn’t something we thought just sounded good, it really is our underlying purpose, our goal and our motto.  We focus on developing ideas and bringing them to live through the use of the internet and related technologies.

We look into the issues and limits that a business is faced with and put our minds together to find a way to smash through the barrier and help your business soar!

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