PPC Campaigns: Making the Most of Google Ads
- Oleksii
- Jan 9
- 4 min read
Updated: Feb 8
1. Introduction
PPC (Pay-Per-Click) advertising is one of the key tools for attracting clients and increasing brand awareness. It allows you to show ads directly to your target audience and pay only for effective actions (clicks or views).
In this article, you will learn:
2. Glossary of Key Terms
PPC (Pay-Per-Click) – an advertising model where payment is made for each click on the ad.
CTR (Click-Through Rate) – the ratio of clicks to ad impressions.
CPC (Cost-Per-Click) – the average cost per click on an ad.
Keywords – terms or phrases for which the ad is displayed.
Quality Score (QS) – the ad quality score that considers the relevance of keywords, the landing page, and ad text.
Semantic Core – a set of keywords and phrases that reflect the campaign's theme for search advertising.
Remarketing – showing ads to users who have already interacted with your website.
3. How PPC Advertising Works
PPC advertising is more than just launching ads. It is a comprehensive process that includes several steps:
Strategy Development
Defining the campaign goal: leads, sales, or brand awareness.
Analyzing the target audience: interests, behavior, location.
Creating Content for Ads
Writing effective headlines and descriptions with keywords (up to 30 characters for a headline in Google Ads).
Optimal video duration: up to 15 seconds for TikTok Ads and 6–30 seconds for YouTube Ads.
Adding images or videos for visual formats.
Creating calls to action ("Request a consultation," "Get a quote").
Targeting Settings
Selecting parameters: geography, age, audience interests.
Adding keywords for search campaigns.
Directing Traffic to Landing Pages or Websites
Website or landing page: for a construction company, it is important to have a high-quality site with a portfolio of projects and a fast UX.
Social media: in the case of ads on TikTok or Meta, use pages with service descriptions or offers.
Important: effective PPC works only if the landing page meets the user's expectations and the targeted action. If the ad leads to a low-quality page or one with a slow load time, the campaign may lose its effectiveness.
Launch and Optimization
Tracking key metrics: CTR, conversions, cost per click.
Adjusting ads and bids to improve performance.
4. Types of PPC Advertising and Choosing the Right Platform for Your Business
Main Types of PPC Advertising:
Type of PPC Advertising | Description | Platform Examples |
Search Ads | Text ads that appear in search results. | Google Ads, Bing Ads |
Display Ads | Banners, images, or videos on partner sites. | Google Display Network, Meta Audience Network |
Social Media Ads | Ads in the feed or stories. | Facebook, Instagram, TikTok, LinkedIn |
Video Ads | Short video ads | YouTube, TikTok, Meta (Reels, Stories) |
Shopping Ads | Product ads with photos and prices. | Google Shopping, Meta Shops |
Remarketing | Ads targeting users who have already visited your site. | Google Ads, Meta Ads |
5. Campaign Example for a Construction Company
Scenario: A construction company wants to receive more inquiries for private house projects.
Search campaign: keywords such as "turnkey house project," "house construction."
Display Ads: banners with project images to showcase quality.
Social media ads: video ads on Meta and TikTok showing construction stages and customer reviews.
Remarketing: ads shown to users who visited the page but did not submit an inquiry.
Campaign Goal | What to Use |
Local sales | Search ads with geotargeting and remarketing. |
Brand awareness | Video ads on YouTube and interactive formats on TikTok. |
Lead generation | LinkedIn Ads for B2B and Lead Ads on Meta for quick inquiries. |
Sales at scale | Google Shopping and dynamic ads on Meta for large catalogs. |
Budgeting is an essential step in PPC campaign planning, considering the goals, platform, and target audience.
Key Principles:
Choosing the Main Channel:If you choose Google Ads only, the focus is on search and display ads:
Search Ads — ideal for attracting "hot" leads already searching for your services or products.
Display Ads — effective for brand awareness and retargeting.
Budget Allocation Examples:
Scenario | Recommended Budget Allocation |
Search Ads Only | 70% for search ads, 30% for remarketing on Google Ads. |
Audience Engagement via Video | 60% for YouTube video ads, 20% for display ads, 20% for remarketing. |
Social Media Promotions | 50% for Meta Ads (Stories, Reels), 30% for TikTok Ads, 20% for Meta remarketing. |
Combined B2B Strategy | 40% for LinkedIn Ads, 40% for search campaigns, 20% for Google remarketing. |
Note: If you are using only Google Ads, it is recommended to set up all possible formats (search ads, banners, and videos) to maximize reach and re-engagement.
8. Evaluating PPC Campaign Results: Key Metrics (KPI)
Metric | Description | What to Monitor |
CTR (Click-Through Rate) | The ratio of clicks to ad impressions. | A high CTR without conversions may indicate irrelevant content. |
CPC (Cost-Per-Click) | The average cost per click. | If the CPC is too high, check ad settings and landing page quality. |
Conversion Rate | The percentage of users who completed a target action. | Ensure that conversions match the expected lead quality. |
Bounce Rate | The percentage of users who left the page without action. | A high rate indicates that the landing page needs optimization. |
CPL (Cost-Per-Lead) | The cost of one lead. | If the CPL is high, adjust the strategy accordingly. |
9. Pre-Launch PPC Campaign Checklist:
Check the accuracy of keywords.
Set up analytics pixels (Google Analytics, Meta Pixel).
Add calls to action on the landing page
Conduct A/B testing for ads.
10. What’s Next: Future Articles
11. Conclusion
PPC advertising is a powerful tool for achieving marketing goals, but it cannot function effectively without a high-quality website or landing page. Campaign success depends not only on the ads but also on whether the page meets user expectations and the targeted action.
Maximize your ROI with targeted Google Ads campaigns. Check our pricing and details on b2bspace.ee and schedule a consultation to create an effective campaign!
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