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Tampa, FL · working nationwide

Senior-led PPC management, SEO & AI marketing.

Ads, landing pages and tracking, run by one senior team. You own the accounts.

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Free account audit, or a 20-minute discovery call

A senior strategist reads your account and writes up what they find. You get the findings and a 90-day plan in writing, then a 20-minute call to walk through them. We won't add you to a newsletter.

Google Partners All-Stars

2015 competition winner, judged on client account growth and Google best practices

No contract

Month to month. You own every account from day one

Since 2000

SEO since 2000, paid search since 2012

$40M+

Google Ads spend managed across law, auto, home services and retail

Daily

Every account is opened and worked every business day

Every service, every page

Everything the account needs, done here, by people who have done it for twenty years.

Most agencies sell the ads and hand the rest to vendors you'll never meet. Others run the whole thing through an AI tool that nobody senior is checking. We build the campaigns, the pages they land on, the tracking that feeds them and the SEO underneath. Our own team does all of it, and we've worked together for more than ten years.

Every item links to its own page.

Paid search

Google Ads, Microsoft Ads, Local Services Ads, Shopping, remarketing

Landing pages and tracking

Page design, CRO, call and form tracking, GA4 and Tag Manager

SEO

Technical, local, content, AI search visibility, audits

Scale and systems

Franchise and multi-location, reporting, custom AI tools, account takeovers

On AI

We use AI tools every day. A senior person checks everything they produce.

Our strategists built Google Ads accounts by hand for years before the automation existed. That's how we know when Smart Bidding is learning from the wrong signal, when a Performance Max campaign is taking credit for your brand searches, or when an AI-written landing page reads like every other one in your market.

Plenty of shops now run an account through a tool and forward the report. We use the same tools to get more done, and someone with twenty years in search checks the work before it reaches your account. How we think about AI

Everything the account needs, done here

The foundation of every successful account.

Paid and organic search fail the same way. Someone builds a campaign or a page with nothing underneath it. We build five layers, in this order, on every account.

  • Site and structure

    Fast hosting, templated page types, clean URLs and schema. If we can't clone a page in an hour, the site can't scale. Technical SEO →

  • Tracking and data

    Every call, form, booking and sale gets counted and scored, then sent back to bidding. We don't scale anything above this layer until the tracking is validated. Call and form tracking →

  • Landing pages and conversion

    One page for each search intent. On a phone, the price and both buttons are on the first screen. The page is set up so a new lead gets answered fast. Landing pages and CRO →

  • Paid search, SEO and local

    Paid search brings in leads and sales this month. SEO keeps them coming. Local gets you found by people searching nearby. Paid search → SEO →

  • AI visibility and reporting

    Your business gets named when someone asks ChatGPT or Google's AI Overviews. And you get a report showing what we did and what it produced. AI search visibility →

Checks and balances

Every account has a gate before it moves.

Accounts usually go wrong about six months in. Someone makes a change without knowing why the account was set up that way, and nobody checks it. So every account here runs on a written method, with a check at each step.

  1. Before budget scales

    We validate tracking against real calls, bookings and sales, and measure what each one costs. Then you decide whether to raise the budget, based on that number.

  2. Before structure changes

    A second senior person reviews it. Nothing that touches campaign structure goes live on one person's say-so.

  3. Before a page goes live

    We check the page on a phone. The price and both buttons are on the first screen, and tracking fires on every call, form and sale.

  4. When the month closes

    The report is written and sent before the call. It covers what we did, what it produced and what's next.

  5. Every 90 days

    A senior review of the whole account against your goals, and a new written plan.

Why we exist

What goes wrong at most agencies, and what we built to fix it.

We spent fifteen years as the white-label team behind other agencies, and we saw every one of these from the inside.

The handoff

The senior person sells the account. Then it goes to whoever has capacity. You're paying senior rates while a junior learns on your account.

Fixed: a senior strategist owns the account and is in it every business day. It never gets passed to a coordinator or a junior. How accounts run here

Silos

Ads, pages and tracking are handled by people who never talk to each other. Once the account is dialed in, someone without the full picture makes an "optimization" that wrecks your cost per lead or sale.

Fixed: the same team builds the campaigns, the pages they land on and the tracking that feeds them. Landing pages and tracking

Monthly fire drills

The account gets opened once a month, usually the day before the call. Problems are found late and fixed in a panic.

Fixed: the account is worked every business day, with automated monitors on tracking and spend and a weekly change log. Checks and balances

Black-box reporting

You get a PDF of impressions and clicks. It doesn't say what was done or what a booked customer cost, and you're expected to trust it.

Fixed: a live dashboard you can open any time, and a written monthly report on the work and the results. Reporting

Gatekeeping

The agency owns the ad account, holds the logins, and explains nothing. Leaving means starting over.

Fixed: you own every account and page from day one, and we explain what we do so your team understands it. Guides

Overhead pricing

Your fee covers a big office and service lines you never asked for. The extras get under-delivered, and that sours the whole relationship.

Fixed: search only, done in-house, with AI tooling that keeps senior work affordable. All pricing is on one page. Pricing

Who is behind the method

Shane K. Penrod, founder & senior strategist

Shane K. Penrod, founder of PPC & Co

Shane K. Penrod has worked in search since 2000 and in paid search since 2012, and has managed more than $40 million in Google Ads spend across law firms, home services, automotive, retail, industrial and franchise brands. In 2015 Google named his agency a Google Partners All-Stars competition winner. After years as the white-label paid search desk behind other agencies, he built PPC & Co around what he saw work every time: accurate tracking and strong landing pages first, clear reporting on what happened and why, and a senior team using AI to compete with large agencies at every level, creative included.

  • SEO since 2000
  • Paid search since 2012
  • 2015 Google Partners All-Stars winner
  • $40M+ Google Ads managed
More about Shane →Shane on LinkedIn →

From the guides

What we tell clients before they ask.

All guides →
Paid search

Should you run Performance Max?

Only when tracking is clean, brand is excluded and Search already owns the high-intent terms. Otherwise it takes credit for what Search would have won.Read the guide →Paid search

Why your Google Ads leads are bad

Nearly always tracking: spam forms counted as conversions, unqualified calls, and Smart Bidding learning the wrong signal. How to fix it, in order.Read the guide →AI search

How to show up in ChatGPT, AI Overviews and Perplexity

What the answer engines actually read before they name a business, and the pages, listings and reviews that get you cited.Read the guide →Franchise

Franchise PPC: corporate vs local control

How to run one structure across hundreds of locations without corporate losing control or local owners losing results.Read the guide →

Before you call

The questions every prospect asks.

Nine straight answers, the same ones you would get on the call. Full pricing

Do you require a contract?
No. We work month to month. You own your Google Ads, Microsoft Ads, GA4 and Tag Manager accounts from day one, and if you leave, everything stays with you, including the campaign structure we built.
What is your minimum ad spend?
$3,000 a month. A hundred dollars a day is enough to start a Search account properly and earn the budget increase. Below that, even a small management fee is too large a share of the budget to get you a fair result, and we would rather tell you that up front.
Who actually works on my account?
A senior strategist with over a decade in paid search and more than 20 years in search marketing, on your kickoff call and in the account every business day. Behind that is a team that has worked together for more than ten years: tracking and Tag Manager, landing page builds, forms, email and development. No juniors, no account coordinators, no handoffs.
What does a PPC agency actually do each day?
Opens the account, reads yesterday's search terms, cuts what did not convert, adjusts bids and budgets against cost per lead, checks that every call and form is still tracking, and logs what changed. The monthly report is a summary of those daily decisions, not the work itself.
How much should I spend on Google Ads?
Enough to buy a statistically useful number of clicks in your market, which for most local service businesses starts around $3,000 a month, and then scale on measured cost per lead. The budget conversation happens when the data says it is time, not on a calendar.
What is the difference between Local Services Ads and Google Ads?
Local Services Ads sit above everything else on the page, show a Google Verified badge, and charge per lead rather than per click; they are available to licensed trades and law firms after a background check. Google Ads charge per click, run anywhere on the page, and give you full control of keywords, copy and landing pages. Most eligible businesses should run both.
How quickly will I see results?
Most accounts show measurable movement in cost per lead within 30 to 45 days. The full 90-day plan is where structure, pages and tracking all land together and the compounding starts.
Do you work alongside my in-house team?
Yes. Shared dashboards, weekly reporting and full transparency on every change. Several clients use us as the paid search specialist inside a larger marketing team.
What about Meta, TikTok and other channels?
Our core is search: Google, Microsoft, Shopping, Local Services and YouTube. For social platforms we bring in specialist partners we have worked with for years rather than pretend to be experts in everything.

Next steps

Find out what your account is missing.

A senior strategist audits your Google Ads or Microsoft Ads account and sends you the findings in writing, with a 90-day plan. The audit is free.

Request Free AuditSchedule a Call

  1. Request the audit

    We need your email, your website and your Google Ads customer ID.

  2. Approve the access request

    You'll get a read-only request from us inside Google Ads. Once you approve it we can see the account. We can't change anything.

  3. Get the findings in writing

    A senior strategist reads the account and sends you what they found, with a 90-day plan.

  4. Walk through it on a call

    It takes 20 minutes. Then you decide. We work month to month, so there's no contract to sign.

What you can expect

Senior people in your accounts, every change documented, and a written report every month.

Contact

support@ppcandco.com
Tampa, Florida, working nationwide

Founded by

Shane K. Penrod, 2015 Google Partners All-Stars winner. About the agency