An organization can pay thousands of dollars per month on Google Ads and have trouble creating inquiries or making sales. This does not necessarily mean that the advertising budget is the issue. Bad targeting of keywords, irrelevant landing pages, poor conversion tracking, or incorrect bids are some of the factors that can become a huge problem for a campaign from generating useful results.
PPC management is not limited to only launching an ad campaign and watching how many clicks you get. A pay per click marketing agency plays a major role here that helps in showing knowledge of what your potential customers are looking for, what drives their decisions, and what actions drive your income.
And for such a situation, businesses in Canada have to consider regional specifics, competition, language, and the area of services provided. We have collected a few approaches that will help you to make campaigns more effective and avoid wasteful spending on ads. Let’s go.
1. Separate High-Intent Searches From General Research
It is not always true that each search shows the person is ready to reach out to the company or buy a product. The one who searches for “What is PPC advertising?” might be studying the concept, while the other one looking for “PPC management services in Calgary” might be choosing the best vendor.
| Search Intent | Example Search | Appropriate response |
| Informational | How does Google Ads work? | Educational material or guide |
| Commercial | Best PPC management services in Canada | Service page detailing the service offered and how it is done |
| Transactional | Buy office chairs online in Canada | Category page/shopping page |
| Local | Emergency plumber in Ottawa | Local service page with contact details |
Create campaigns based on similar search topics such that the ad and landing page address the same need. You may use phrase match and exact match when you want more control over the relevancy of search terms. A broad match can be helpful in finding new search terms, especially if there is reliable conversion tracking and bidding.
The Google keyword matching guide describes how the three types of matches differ. Moreover, these insights may prove useful to help an eCommerce SEO agency recognize the keywords it needs to focus on category or product pages. The next step would be to examine the real search terms that activate your ads. For instance, a commercial cleaning business can find out that the ads are getting clicks from users searching for cleaning jobs. Negative keywords can help save money on such irrelevant searches.
2. Make the Landing Page Match the Ad
Even if an ad targets the correct visitor, the campaign may still lose the potential customer because the destination page cannot answer their queries.
Think of a Canadian company that offers bookkeeping services in Vancouver. If the ad talks about small-business bookkeeping but lands the user on the company’s homepage, the user will have to go through several pages before finding out about the necessary service. Instead, an SEO agency Vancouver can help you realize that there could be a special page to address the four questions at once.
The landing page should give answers to the following questions:
- Is this the right service? Name the service and target audience.
- What does it include? Describe the scope of work, processes, or the features of the product.
- Is this company reliable? Provide testimonials, qualifications, case studies, etc.
- What will happen next? Make the required action easy to do (e.g., book a free consultation).
Mobile usability should get the same priority. Test the form, phone numbers, page load time, and check-out process using mobile phones. The form that is requesting unnecessary information may stop them from making inquiries, and the long process of checkout may cause the quick leaving of the shopping cart.
3. Write Ads Around Customer Questions and Concerns
Search ads should convey more information than just the service name. Customers are interested in price, processes, delivery, and the reason to trust the provider.
For example, the accounting company can run two campaigns: one that highlights its free first consultation and another that promotes its experience with incorporated companies. It all depends on the audience and on the message, so one must use the results of the campaigns to make the right decision. While creating the ad, make sure that there is consistency between the following factors:
- The search phrase: Words must match the needs of the user.
- The business message: One must explain an actual advantage, service details, or an offer.
- Next step: Send the user to a related landing page.
Play around with different headlines and ad copy while making sure your landing page and target audience remain roughly consistent. Monitor your conversion rate together with your number of qualified leads as well as your click-through rate. Sometimes an ad with lower CTR will be better in terms of driving leads and business value.
4. Target Canadian Locations Based on Demand
Although advertising in all aspects of Canada appears to be a sensible approach to attract more customers, it may not always be profitable. For example, a company based out of Vancouver would benefit by concentrating on their local market first before expanding into any other provinces. The pay-per-click marketing agency can evaluate the effectiveness of the campaign on a location basis and see where the inquiries come from.
When expanding your campaigns, keep the following in mind:
- Service area: Target locations where you will be able to provide the service or process orders reliably.
- Lead quality: Measure the number of customers per each city, rather than the number of inquiries from different locations.
- Competitiveness of the region: Understand the difference in click cost and conversion rate before increasing budget for the region.
- Language requirement: When targeting Quebec, make sure that French language ads and landing pages are necessary.
- Ad scheduling: Understand conversions per day and hour, and evaluate your team’s capability to process the inquiries. Do not limit ad display times unless necessary based on the data.
5. Monitor How Clicks Turn into Conversions
A good PPC campaign is not measured by the number of visitors it drives, but by the amount of business it brings. A pay-per-click marketing agency must monitor how clicks become leads and ultimately sales. It will help businesses figure out what their money is wasted on and where campaigns must be adjusted.
| Metric | What It Measures | What to Do With the Data |
| Qualified leads | Leads with actual sales prospects | Improve targeting if qualified leads are low |
| Cost per lead (CPL) | Cost of acquiring a lead | Adjust keywords and ad budget if costs increase |
| Cost per acquisition (CPA) | Cost of acquiring a paying customer | Compare to customer lifetime value |
| Conversion rate | Users who perform desired actions | Verify the ad relevancy and usability of landing pages |
| Return on ad spend (ROAS) | Earnings per dollar spent on ads | Compare revenues from campaigns to budgets |
| Lead to customer rate | Leads that convert into paying customers | Analyze lead qualification and sales processes |
| Conversion tracking | Accuracy of actions that are recorded | Fix missing or duplicate conversions |
6. Adjusting Your Bids and Budgets According to Their Performance
Before you decide to increase your budget, find out which keywords and locations produce qualified leads or sales. In case your budget increases but your conversions are low, look into your search terms, landing pages, and leads first. The pay-per-click marketing agency should take this information into consideration when reallocating funds to campaigns that are aligned with your business goals.
As per Google Ad recommendation, it is advised to align your bidding strategies with your business objectives: you can use maximize conversions or target CPA for lead generation, while maximize conversion value or target ROAS is better for the conversion value.
7. Get Back Visitors Who Haven’t Converted
In addition, some people require more time to make up their minds to make a purchase or book any service. Remarketing will help in reaching those visitors who fit in the criteria through advertisements related to their earlier browsing activity. Information from such activities can be combined by an SEO agency Vancouver that handles eCommerce marketing with information regarding natural search for a better understanding of consumer behavior. Paid campaigns will help to promote the viewed products or incomplete bookings of visitors.
How Growth Vive Approaches PPC Management
Simply increasing the amount of money spent on ads will not lead to an increased number of clients. If your campaigns drive traffic to your website but few inquiries or sales are being made, it is important to know where the potential customers leave and what part of the budget brings any results. PPC advertising and SEO services by Growth Vive help businesses with both paid and organic search. Contact us at Growth Vive to talk about your PPC campaigns and the problems that influence them.
PPC management should solve the following problems:
- Search intent: Targeting the ads on searches that indicate the actual interest in your product or service, rather than paying for clicks that do not make sense.
- Landing page performance: Making sure that the visitor reaches the page that answers their questions and provides the next steps.
- Lead and sales tracking: Tracking the qualified inquiries and purchases to find out which campaigns help your business grow.
- Budget decisions: Using conversion cost and sales data to make budget decisions.
Key Takeaways:
- Concentrate on those inquiries that show genuine interest in your offerings.
- Take them to the right landing page.
- Get your qualified leads and make the deal.
- Cut down your budget on poorly performing campaigns
- Divide budget among them according to their performance.
- Make use of PPC & SEO data for better visibility on the search engine
Conclusion:
If your budget for Google Ads is constantly increasing while the number of inquiries remains low, then it’s time to take a deeper look at your campaigns. Your choice of keywords, landing pages used by visitors, and conversion tracking all may influence your campaign performance. A pay-per-click marketing agency will be able to show where you need to improve your campaign. Feel free to contact us at Growth Vive for further discussion if you want your leads to get converted.
FAQs
1. Is PPC advertising worth it for a small business in Canada?
PPC advertising can help small businesses find those who are actively searching for their services. It is dependent upon the level of competition, customer acquisition costs, margins of profit, and the ability of the business to turn inquiries into sales.
2. Should I use Google Ads or Meta Ads for my business?
Google Ads can be used to reach those who are actively searching for a solution, whereas Meta Ads can be used to offer something to the audience based on interests and behavior.