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PPC agency in India: Search vs Meta vs performance retainers (2026)
How to choose a PPC agency in India — Google Search, Meta, and performance marketing retainers explained with scope, fees, and failure modes.
Why this post: “PPC agency” means three different products in India. Buy the wrong one and you’ll get dashboards full of clicks with an empty CRM.
Related landings: PPC services India, Google Ads management India, Meta ads agency India, performance marketing agency India.
The short version
- Search / Google Ads — capture existing demand; needs tight keywords + landing pages.
- Meta — create demand; needs creative volume + CAPI.
- Performance retainer — full-funnel media + landing + CRM; not “boost posts.”
- Judge agencies on qualified pipeline, not platform ROAS screenshots.
1. Three retainer shapes
| Shape | Best for | Typical India SMB fee band* | | --- | --- | --- | | Google Ads / Search | High-intent services, B2B, local | Media + 10–20% or flat ₹25k–₹1.5L+ | | Meta ads | D2C, offers, demand gen | Flat + creative production | | Performance marketing | Brands ready to connect ads → CRM | Higher flat; fewer vanity reports |
*Bands vary widely — always custom-quote. See also Google Ads cost for small business.
2. What a serious Google Ads scope includes
- Search + brand defence + negatives
- Conversion tracking (GA4, calls, offline import)
- Landing page recommendations (or builds)
- Weekly query mining — not “set and forget PMax”
Service playbook: /services/google-ads.
3. What a serious Meta scope includes
- Creative testing plan (not one static for 90 days)
- Pixel + Conversions API
- Offer → WhatsApp / CRM routing in minutes
- Geo and language that match how buyers message
More: Meta vs Google for Indian SMBs.
4. Red flags when hiring
- Optimises to CPL on lead forms with no sales feedback loop
- Won’t give you admin access to ad accounts
- No landing page opinion (“ads only”)
- Guaranteed ROAS
5. How we engage
We run Search, Meta, or combined performance retainers tied to pipeline — see performance marketing and PPC services. Start with a free audit if accounts already exist.
FAQ
Should I hire separate Google and Meta agencies?
Only if you’re large enough to manage two vendors. Most SMBs do better with one accountable performance partner.
Is PMax enough?
Rarely as a solo strategy. Use with guardrails and Search for high-intent coverage.
Ready to restructure accounts? Start a project with spend + CRM notes — proposal in 48h after discovery.
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