Make the commercial objective explicit
Trafford combines major commercial areas, residential centres and business districts close to Manchester. A good local strategy should separate genuinely Trafford-specific demand from searches better served by Manchester or wider Greater Manchester intent.
Before requesting proposals, decide which enquiries, services or customer segments matter most. That gives every agency the same brief and makes generic packages easier to challenge.
Compare proposals line by line
| Compare | Ask before signing |
|---|---|
| Commercial objective | Which outcome is this service expected to improve first? |
| Local targeting | How will Altrincham, Sale, Stretford, Urmston, Trafford Park and surrounding parts of the borough fit into the strategy? |
| Implementation | Which website, campaign or account changes will the agency make directly? |
| Tracking | How will calls, forms, bookings or qualified leads be measured? |
| Ownership | Who owns accounts, data and creative assets after cancellation? |
| Reporting | Which numbers will change actual decisions each month? |
Make Trafford earn its place in the plan
A business focused on Altrincham, Sale, Stretford, Urmston, Trafford Park and surrounding parts of the borough may need a different structure from one serving all of Greater Manchester. The provider should explain why each local page, campaign or targeting choice exists.
Challenge the service-specific assumption
The agency should explain whether postcode, radius or wider Greater Manchester targeting best matches the actual service area rather than defaulting to the largest audience.
Ask what the agency will actually implement
Recommendations are not execution. Clarify what the agency changes directly, what depends on your team, and what needs another supplier. This matters when the work touches the website, analytics, advertising accounts or CRM.
Protect ownership and access
Your business should understand who owns the website, ad accounts, analytics properties, social profiles, creative files, CRM data and third-party subscriptions. Agree what happens to access if you change supplier.
Demand useful reporting
Reporting should connect activity to the action the business values, such as qualified calls, quote requests, consultations, bookings or sales. Local visibility is useful only when it supports a customer journey.
Make the agency define the paid-search catchment before launch
Ask the PPC provider to map the areas where you can realistically fulfil work and explain how that becomes campaign targeting. A Trafford business serving Altrincham, Sale, Stretford, Urmston and Trafford Park may need a different setup from one that serves all of Greater Manchester. The proposal should also state how location settings, search terms and conversion quality will be reviewed after launch. This helps prevent the budget drifting into clicks from places or services that the business cannot profitably serve.
What should the first 90 days show?
The provider should state what it will audit, what it will change first, which commercial pages or campaigns receive priority, how tracking will be checked and what evidence would justify expanding the scope.
Compare Kydos with your Trafford shortlist
Kydos is Manchester-based and works across Greater Manchester.
See Kydos PPC OptionsFrequently asked questions
Should I choose a Trafford-based agency?
Local presence can help with context, but capability, implementation and commercial fit should decide the shortlist. Kydos is Manchester-based and works across Greater Manchester.
What should I send when asking for a proposal?
Share your current website or accounts, priority services, the areas you genuinely serve, your main conversion action and any existing tracking or CRM setup.
How do I compare two proposals?
Compare scope, implementation responsibility, ownership, reporting, exclusions, contract terms and the outcomes each provider is expected to improve.
Should the strategy target only Trafford?
Not necessarily. Target geography should match where the business can realistically serve customers.
What is a warning sign before signing?
A provider uses the location heavily in the proposal but cannot explain what actually changes in the strategy because of that geography.
Can I compare Kydos before booking a call?
Yes. Kydos publishes core service and pricing information so you can judge fit and scope before enquiring.