We’re putting together a library of practical PPC guides. This first article covers the questions business owners ask us most often when they’re thinking about Google Ads.
Is PPC right for your business?
Pay-per-click advertising puts your business in front of people at the moment they search for what you sell, which makes it one of the quickest ways to win enquiries online. It suits some businesses better than others, though.
When PPC tends to work well
- You sell something people actively search for, such as a service, product or repair.
- You can respond to new enquiries quickly.
- Each new customer is worth more to you than it costs to win them.
- You need results sooner than search engine optimisation (SEO) can deliver.
When to think carefully
If very few people search for what you offer, or each sale is worth very little, PPC can be hard to make profitable. Another marketing channel may be a better place to start, and a good agency should tell you so.
PPC or SEO: which should you choose?
PPC and search engine optimisation (SEO) both help you appear on Google, but they work in different ways. With PPC, you pay for each click and your ads can appear almost straight away. With SEO, you don’t pay per click, but it can take months of work before your pages rank well.
Many businesses use both. PPC brings in enquiries quickly and shows you which keywords lead to sales, while SEO builds visibility over the longer term. If you need results soon, PPC is usually the better place to start.
How much should you spend on Google Ads?
There’s no single right figure, but a few things will shape your budget:
- the typical cost per click in your industry
- how many enquiries or sales you need each month
- how often visitors to your website turn into customers
- how many competitors are bidding on the same searches
One simple method is to work backwards. Decide how many new customers you want each month and estimate how many enquiries that will take. Then estimate how many clicks you’ll need to get those enquiries, and multiply by the likely cost per click. That gives you a rough monthly budget. Start at a level you’re comfortable with and increase it once you can see what’s working.
How do you choose the right keywords?
Keywords decide when your ads appear, so they have a big effect on your results.
Focus on buying intent
Someone searching for “emergency plumber near me” is far more likely to call than someone searching for “how to fix a leaking tap”. Put the keywords that show people are ready to act first.
Understand match types
Match types control how closely a search has to match your keyword. Broad match reaches more people but can show your ads for loosely related searches. Phrase match and exact match give you more control over where your money goes.
Use negative keywords
Negative keywords stop your ads appearing for searches you don’t want, such as “free”, “jobs” or “DIY”. Checking your search terms report regularly is one of the easiest ways to cut wasted spend.
What makes a good PPC ad?
Good ads are clear and specific. They use the words people searched for, say what makes you different and tell people what to do next. When you write yours:
- include your main keyword in at least one headline
- mention a genuine benefit, such as free quotes, fast delivery or a local service
- add a clear call to action, such as “Get a quote” or “Book today”
- use ad assets, such as sitelinks and call buttons, to give people more ways to respond
Run more than one version of each ad so you can compare them. It’s the same idea behind our ad copywriting and A/B testing service.
Why does your landing page matter?
The ad gets the click. The landing page then has to turn that visitor into a lead or a sale, and if it doesn’t, you’ve paid for a click that goes nowhere.
A good PPC landing page loads quickly, works well on mobile and matches what the ad promised. It should have one clear goal, a short form or a phone number, and enough detail to reassure visitors they’re in the right place. Reviews and clear contact details help build trust. If your pages need work, our landing page optimisation service can help.
The PPC metrics that matter most
Google Ads reports dozens of figures. For most businesses, these four matter most.
Click-through rate (CTR)
The percentage of people who see your ad and click on it. A low CTR often means your ad isn’t relevant enough to the search.
Conversion rate
The percentage of clicks that turn into an enquiry, call or sale. Your landing page has a big influence on this number.
Cost per acquisition (CPA)
The average amount you spend to win one lead or sale. It’s one of the clearest signs of whether a campaign is profitable.
Return on ad spend (ROAS)
For online shops, ROAS compares the revenue your ads bring in with the amount you spend on them.
None of these figures mean much without accurate conversion tracking, so check it’s set up correctly before you judge your results.
Common PPC mistakes to avoid
The same problems come up again and again when we review existing accounts. Most are easy to fix once you know what to look for.
Sending every click to the homepage
Your homepage tries to speak to everyone. A landing page about the exact product or service in the ad will almost always convert better.
Running ads without conversion tracking
Without tracking, you can see clicks but not results, so there’s no way to tell which keywords are worth paying for.
Relying on broad match with no negative keywords
This combination often shows your ads for searches that have little to do with your business, and each of those clicks costs you money.
Setting up a campaign and leaving it
Costs, competitors and search behaviour change constantly. Campaigns that aren’t checked regularly tend to become less efficient over time.
Get expert help with your PPC
We’ll be adding more detailed guides here soon. If you’d like help now, take a look at our PPC management services or contact our team. You can also request a free quote with the form at the top of this page.
