📈 PPC Advertising – How We Make It Work for You
We don’t just run ads. We build smart campaigns that are tracked, tested, and improved week after week. Below is everything we do to get you better results without wasting money.
🔍 Tracking Everything That Matters
We make sure everything is tracked the right way — so we know exactly what’s working.
We track lead forms, calls, sales, emails, downloads, and more.
We install tracking codes and test them (or help your team do it).
For phone call tracking, we recommend affordable tools you can plug in.
Why it matters: If we can’t measure it, we can’t improve it.
🧭 Picking the Right Ad Platform
Not all ad platforms are the same. We help you pick what fits your goals and budget.
Google Search = Best for people actively looking to buy
Google Display/YouTube = Great for building brand awareness for cheap
Bing/Microsoft Ads = Often cheaper than Google and still very effective
AdRoll = Used for showing ads to people who already visited your site
We’ll walk you through the pros and cons of each.
🔑 Choosing the Right Keywords
We use both broad and specific (long-tail) keywords to:
Lower your cost per click (CPC)
Increase how often your ad shows up
Give us more control over which keywords to spend money on
We test each keyword’s results. If it doesn’t bring profitable traffic, we drop it.
🥊 Targeting Competitor Names
In some industries, we’ll run ads on your competitor’s name.
These clicks are usually cheap
People searching a competitor are close to buying
We send them to a page that explains why you’re the better choice
It’s not a huge traffic driver — but it can be super cost-effective.
🚫 Blocking Bad Clicks with Negative Keywords
Some people search things you don’t want to show up for.
Like “free,” “image,” or unrelated products
We build custom negative keyword lists for your industry
We keep adding to this list as the campaign runs
This saves you money and improves quality.
🔄 Using the Right Match Types
Google has 3 keyword match types:
Broad Match = Shows your ad to a wide range of similar searches
Phrase Match = Ads show when the phrase is used (even with extras)
Exact Match = Ads show when someone types the exact keyword
We use all 3 — carefully — depending on your goals. And we always:
Add smart negative keywords
Add keyword variations for control
Upgrade high-performing broad matches to exact/phrase for better accuracy
🎯 Smart Bid Adjustments
We manage your ad spend like it’s our own:
We use custom bid software + human strategy
We aim for the top 4 positions unless you’re on a small budget
If we use Google’s auto-bidding, we monitor it closely to avoid runaway costs
📱 Managing Ads by Device
Not all clicks are equal. We treat desktop, mobile, and tablets differently.
Mobile = great for call conversions
Desktop = better for forms and purchases
Tablets = usually weaker, so we may lower bids here
We adjust to maximize ROI by device.
🕒 Adjusting by Time & Day
We look at what days and times your ads work best.
We raise bids when good traffic is online
We lower bids when conversions drop
We use industry data + your own results
This helps you get more results for less spend.
✍️ Writing and Testing Ads
Getting the message right is huge. That’s why we:
Write multiple ads per campaign
Use your brand voice + proven ad copy best practices
Split test ads weekly to find winners
Include image ads if provided (or quote for new graphics)
Use ad “assets” (formerly extensions) to boost clicks
♻️ Remarketing to Past Visitors
Most people don’t buy on the first visit. Remarketing helps us:
Show ads to people who’ve already visited your site
Build trust and brand recognition over time
Run low-cost follow-up ads that convert more traffic
We include this if you choose a Display Ads add-on.
⭐ The Power of Quality Scores
Google gives each keyword and ad a “Quality Score.” Higher scores = lower cost and better results.
We improve Quality Scores by:
Better Quality Scores = more clicks for less money.
📊 Transparent Reporting
You’ll get reports weekly, bi-weekly, or monthly — depending on campaign size.
Each report shows:
What’s working
What’s not
What we’re doing next
You’ll never be left guessing. That’s part of why our clients stay with us 3x longer than the industry average.