PPC/Google ads

PPC Guide For New Businesses


If you want measurable marketing results immediately then Paid Per Click ads or PPC is your best bet. However, while the results may be great, using PPC such as Google ads poses many dangers to new and inexperienced business owners. It’s very easy to waste a lot of money on PPC ads with nothing to show for it. We’re here to fix that.

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How to Improve Your Ad Performance

PPC or Pay Per Click is traditionally associated with search engines such as Google Ads and Microsoft Advertising (formerly Bing Ads) but now can include any advertisement that you pay for to get exposure and clicks such as banner ads and social media (Facebook, Instagram, LinkedIn etc…) advertising.

PPC works on a bidding system and is used to get in front of your customers as quickly as possible. Because of that, the price you pay may be extremely high when you bid for competitive keywords or operate in a competitive market. We’re here to fix that.

Many small businesses (incorrectly) believe that if you throw enough money on PPC campaigns, you will always come up on top or that if you bid higher then you always get more exposure. This is incorrect.

You see, the position of a bid is not influenced by the amount you bid but also the quality of your ad. If the quality of your ad is low then you need to bid a lot higher in order to be shown.

Large companies often have enough money to bid for everything but as a small or medium sized business, you have to be a lot more savvy. For PPC, it’s extremely easy to waste a lot of money and not see results.

In order to lower the cost of your bid while retaining the same exposure requires that you provide the best possible ad to your client that exactly matches what they are searching for. To do this, you need to increase the quality of your ad and it’s associated landing page. 

To improve the quality of a PPC campaign you generally need to improve on:

  • Ad copy
  • Landing page experience
google seo vs google ads
Google Ads vs SEO


The best ad copies are ones that get clicked on. As your click through rate goes higher, it signals the relevance and quality of your ad thus lowering your cost per bid.

To entice your ideal clients that you provide the best solution to their problems you need to:

  1. Match user search intent
  2. Arouse an eagerness to click on your ad

Matching user search intent shows you know what your clients are searching for. To do this, be as specific as possible. If your client is after cheap Tennis racquets, make sure the exact keywords are included in the ad copy.

In order to understand user search intent, spend more time on keyword research.

If you’ve correctly matched your ad copy with user search keywords, you’ll have already won half the battle. To arouse eagerness to click on your ads, you need to understand and evoke strong emotions in your customers.

Below are some words to include in your ad copy that are statistically shown to boost click through rate:

  • You
  • Free
  • Exclusive
  • Secret
  • Now
  • Save
  • Best
  • Increase
  • Discover
  • Because


Now, even if you can get your clients to click on your ad, if your client clicks out of your landing page right away it sends a signal that your ad may be misleading or even fraudulent which will decrease the quality of your ad and raise your bidding cost.

To improve your landing page, you need to closely match your ad copy with the contents on your landing page. 

This means do not have only one landing page for everything. You need to segment them into appropriate categories. For instance, if you sell cars, don’t have people that are searching for Mazda land on your general cars page. Build a specific landing page for each category of products and service on your website. This will increase the quality of your ad and decrease your bidding cost.

Read our guide on the 9 mistakes you’re making on Google Ads to get a more in-depth and technical look at the things you should be doing on Google Ads PPC to take your ads to the next level!


There you have it, some easy to follow tips on PPC to get you started and get a better return for your buck.

PPC is not hard but a lot of it comes down to learning and experience. We’ve had clients who had lost hope in PPC because they didn’t take the time to learn it and pretty much just set their PPC campaign to auto mode. This is a sure fire way to waste a lot of money very quickly and not get results.

PPC works astonishingly well but only if you do it right. Our average return on investment across our PPC campaigns is about 5 to 1 but we are always striving to get more return for our clients.

The strategies above are only some of the strategies we implement for all our clients on their PPC campaigns to avoid overspending and maximise their return on investment.

If you have any questions or would like help in implementing all the best PPC strategies to beat your competitors, please feel free to contact us.

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