Last updated: 2026-10-26 Short answer: in Singapore, “SEM services” and “PPC services” almost always mean managing Google Ads — Search first, then Performance Max and YouTube — against a measurable goal such as qualified enquiries. You fund the auction directly; the agency’s job is tracking, structure and continuous testing. Below is how the money flows, which campaign types fit a compact, competitive market like Singapore, and how to interview an agency. 1. Performance marketing in a small, competitive market Singapore’s search market is compact, so many advertisers bid on the...