Many strategies for managing Pay-per-click or PPC accounts translate across all sizes of PPC accounts. Keeping your ad text fresh, not over using broad match and other tips can be easily implemented across accounts of any size. But any PPC manager who has managed an account that spends a couple hundred thousand dollars a month can tell you it's quite different than managing an account that spends a few thousand a month.
When managing a smaller PPC campaign, you may have to stay away from certain strategies because your budget is limited. With larger clients, due to the increased budget, you have the opportunity to employ many strategies in order to drive leads. The client may not care how they get the leads, as long as they're getting them at an acceptable cost per acquisition or a positive ROI on the campaign. Whether it's branded keywords, competitor brand names, it doesn't matter, as long as you're driving leads.
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