Daily Responsibilities of an Advertising and PPC Agency What They Deliver to Clients

Advertising and PPC agencies play a crucial role in helping businesses reach their target audience and achieve marketing goals. But what exactly do these agencies do every day? What deliverables do clients expect from them? Understanding the daily tasks and client interactions of these agencies can clarify their value and how they operate behind the scenes.

Campaign performance dashboard on a computer screen

Setting Up Campaigns and Creating Briefs

One of the first tasks an advertising or PPC agency handles is campaign setup. This involves defining campaign goals, selecting target audiences, choosing platforms, and setting budgets. Agencies work closely with clients to understand their objectives and translate them into actionable campaign plans.

Before launching a campaign, agencies often create a brief. This document outlines the campaign’s purpose, target audience, key messages, budget, timeline, and expected outcomes. The brief serves as a roadmap for the team and ensures everyone is aligned on the campaign’s direction.

For example, a PPC agency working with an e-commerce client might create a brief that highlights the goal of increasing sales of a new product line, targeting users aged 25-40 in specific regions, with a set monthly budget and clear performance metrics.

Creating and Launching Campaigns

After the brief is approved, the agency moves on to creating the campaign itself. This includes designing ads, writing copy, selecting keywords, and setting up tracking tools. For PPC campaigns, this means building ad groups, choosing bidding strategies, and configuring conversion tracking.

The agency tests different ad variations and optimizes settings to improve performance. This process requires technical skills and creativity to ensure ads resonate with the audience and deliver results.

For instance, a PPC agency might launch multiple ad versions for a client’s Google Ads campaign, testing different headlines and calls to action to see which generates the most clicks and conversions.

Client Onboarding and Welcome Calls

When a new client signs on, agencies typically schedule a welcome call. This call introduces the team, reviews the client’s goals, discusses expectations, and outlines the next steps. It’s an opportunity to build rapport and clarify communication channels.

During the welcome call, agencies may also gather additional information needed to tailor the campaign, such as brand guidelines, previous marketing efforts, and competitor insights.

Frequency of Client Engagement

Regular communication is essential for maintaining a strong client relationship. Agencies usually engage with clients weekly or biweekly during the initial phase to provide updates, discuss results, and adjust strategies as needed.

After the campaign stabilizes, meetings may shift to a monthly cadence, focusing on performance reviews and planning future initiatives. Prompt responses to client questions and proactive updates help build trust and demonstrate accountability.

Delivering Reports and Performance Analysis

One of the most important deliverables from an advertising or PPC agency is performance reports. These reports summarize key metrics such as impressions, clicks, conversions, cost per acquisition, and return on ad spend.

Reports help clients understand how their campaigns are performing and whether they are meeting goals. Agencies often include insights and recommendations for improvement based on data analysis.

For example, a monthly report might show that a particular ad group is driving most conversions, prompting the agency to allocate more budget there while pausing underperforming ads.

Additional Responsibilities

Beyond these core tasks, agencies may also:

• Monitor campaigns daily to catch issues or opportunities quickly

• Manage budgets to avoid overspending

• Conduct competitor research to stay ahead

• Update creatives and messaging based on trends or seasonal changes

• Provide strategic advice on overall marketing efforts

  
  

These activities ensure campaigns remain effective and aligned with client goals.

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Advertising and PPC agencies deliver much more than just ads. They set up campaigns, create detailed briefs, launch and optimize ads, onboard clients with welcome calls, maintain regular communication, and provide clear performance reports. These daily responsibilities build the foundation for successful marketing efforts.

Clients benefit from agencies that combine technical skills with strategic thinking and strong communication. If you’re considering working with an agency, ask about their process for campaign setup, client engagement, and reporting. Clear expectations lead to better results and a stronger partnership.