This guide, Low-Cost Search Pay-Per-Click (PPC) for Small Business Growth, is designed to help small business owners with no prior marketing experience set up and run effective PPC campaigns. It focuses on achieving maximum impact with minimal investment, providing actionable, easy-to-follow steps that anyone can implement. By working through this guide, small businesses will learn how to attract more customers, increase website traffic, and boost sales—all while keeping advertising costs low. Investing time into this guide will empower small business owners to take control of their online advertising, optimise their budget, and grow their customer base in a smart, efficient way.
Why Search-Based Pay-Per-Click (PPC) Advertising Can Help You Grow Customers on a Small Budget
Search-based Pay-Per-Click (PPC) advertising is a powerful tool for small businesses looking to grow their customer base with minimal investment. Unlike traditional advertising methods, PPC allows you to target people who are actively searching for products or services like yours, making it a highly cost-effective strategy. You only pay when someone clicks on your ad, ensuring that every penny spent is directed towards potential customers who have already shown an interest.
For small businesses with limited marketing budgets, PPC offers the ability to compete with larger companies without needing a huge investment. You can start with a small daily budget and adjust it as you see results. Because PPC ads appear on search engines like Google and Bing, you’re reaching customers who are searching for solutions that your business provides.
Download and print the 'Low-Cost Search PPC Checklist'. This way you can mark each task off as you follow each step of this guide.
PPC also allows you to carefully control your spend and measure your success. You can set a daily or monthly budget, select keywords to target specific searches, and track how well your adverts are performing. This makes it an ideal choice for small business owners who need maximum impact from their marketing efforts with minimal risk.
Step 1: Understanding Search PPC Basics
What is Search PPC and How Does It Work?
Search Pay-Per-Click (PPC) is an online advertising model where businesses bid to have their adverts appear in the search engine results when users type in certain keywords. You only pay when someone clicks on your advert, making it a cost-effective option for small businesses.
Here’s how it works:
A user types a search query into a search engine like Google or Bing.
If the search query matches the keywords you’ve chosen, your advert may appear at the top or bottom of the search results.
The user sees your advert, and if they click on it, they are directed to your website or landing page, where you have the chance to convert them into a customer.
You pay a small fee for that click – this is your “cost per click” (CPC).
PPC ads are a way of targeting potential customers at the very moment they are looking for products or services like yours. This makes PPC a very efficient method for gaining new customers.
Why Small Businesses Should Use Low-Cost Search PPC
For small businesses, search PPC offers a way to compete with larger companies without needing a huge budget. Here’s why:
Targeted Advertising: PPC allows you to reach people who are actively searching for products or services similar to yours, meaning the clicks you pay for are from genuinely interested customers.
Budget Control: You can set a maximum daily or monthly budget, ensuring you don’t overspend. If your campaign is performing well, you can gradually increase the budget to get more clicks and customers.
Instant Visibility: Unlike SEO (search engine optimisation), which can take months to improve your website’s ranking, PPC ads show up instantly when your keywords are searched, allowing you to attract customers quickly.
Scalability: Start small with a low-cost campaign and scale it up as you see results. This makes it ideal for small businesses with limited resources.
Setting Clear Goals for Your Search PPC Campaign
Before you start a PPC campaign, it's essential to set clear goals. Knowing what you want to achieve will help you design a campaign that works for your business. Here are a few examples of common goals and how to approach them:
Increase Website Traffic: If your goal is to drive more traffic to your website, you’ll want to focus on getting as many clicks as possible. Choose broad keywords to attract a larger audience, and make sure your advert is compelling and easy to understand.
Generate Leads: If your goal is to collect potential customer information, you’ll need a clear call-to-action (CTA) in your ad, such as “Sign up for a free quote” or “Contact us today.” Ensure that the landing page where users arrive after clicking is designed to capture leads, such as a contact form.
Increase Sales: If you want to drive sales through PPC, your ads should target customers who are ready to buy. Focus on specific, high-intent keywords (like “buy running shoes online”) and ensure your landing page highlights your product or service, with a clear path to purchase.
Raise Brand Awareness: If your goal is to increase brand recognition, focus on getting your advert in front of as many people as possible. Use keywords that relate to your industry and ensure your ad clearly communicates your brand’s value proposition.
How to Set Your PPC Campaign Goals:
Decide what you want to achieve from your campaign – more traffic, leads, sales, or brand awareness.
Write down your goal and make it specific. For example: “I want to increase website traffic by 20% in the next 3 months.”
Use your goal to guide your decisions on keyword selection, budget, and advert content throughout the campaign.
Setting clear goals from the start ensures that your PPC campaign is focused and effective, helping you maximise impact with minimal investment.
Step 2: Choosing the Right Search PPC Platform
Google Ads vs Bing Ads: What’s Best for Your Business?
When it comes to search-based PPC, the two main platforms to consider are Google Ads and Bing Ads. Both have their own advantages, and the right choice for your business depends on your target audience, budget, and goals.
Google Ads
Google Ads is the most widely used PPC platform, giving you access to the largest audience since Google is the dominant search engine worldwide. More searches mean more potential customers, but this also makes Google Ads more competitive, which can drive up the cost-per-click (CPC).
Pros: Larger audience, more traffic, more advanced targeting features.
Cons: Higher competition and higher CPC for popular keywords.
Bing Ads
Bing Ads (now known as Microsoft Advertising) is often overlooked but can be a great choice for small businesses. Bing has a smaller audience than Google, but it’s typically less competitive, meaning your CPC can be lower. Bing Ads also displays on Yahoo, further expanding your reach.
Pros: Lower competition, lower CPC, wider reach through Yahoo.
Cons: Smaller audience compared to Google.
How to Choose
If you have a limited budget and want to reduce costs, Bing Ads might be the better option to start with. If reaching the largest possible audience is your priority, then Google Ads is the way to go. Many businesses benefit from using both platforms and adjusting the budget based on performance.
How Google Ads Express Can Help Keep Costs Low
For small business owners who have little to no experience with PPC, Google Ads Express (now called Smart Campaigns) is an easy-to-use, simplified version of Google Ads that automates much of the setup process. This is ideal for businesses looking to get started with PPC without needing in-depth technical knowledge.
Here’s how Google Ads Express can help keep your costs low:
Automated Setup: With Google Ads Express, you don’t have to worry about choosing keywords or bidding strategies manually. Google will automatically create and optimise your adverts based on the information you provide about your business and your goals.
No Keyword Research Required: Google Ads Express selects keywords for you, so there’s no need to spend time researching or worrying about targeting the wrong audience.
Budget Control: You can set your own daily budget, and Google will adjust your campaign to make sure you don’t exceed it.
Hands-Free Campaign Management: For busy small business owners, Google Ads Express does much of the work in the background, allowing you to focus on running your business while still gaining new customers.
How to Implement
Sign up for a Google Ads account.
Choose Smart Campaigns when setting up your campaign.
Enter basic information about your business and choose your goals (e.g., website visits, phone calls).
Set your daily budget.
Google will take care of the rest, optimising your campaign to keep costs low and attract relevant customers.
Matching Your Target Audience to the Right Search Platform
To get the best results from your PPC campaign, it’s important to match your target audience to the right search platform. Each platform (Google Ads and Bing Ads) attracts different types of users, and understanding where your potential customers are searching can make a big impact on the success of your campaign.
Google Ads: Google’s audience tends to be broader and more diverse, making it ideal for businesses that want to reach a wide variety of customers. If your target audience is tech-savvy, younger, or frequently uses mobile devices, Google is often the better choice.
Bing Ads: Bing tends to have an older, more affluent user base. If your products or services are aimed at an older demographic, or you’re targeting professional services, Bing might be more effective for reaching your ideal customers. Bing also tends to have a higher proportion of desktop users, which can be useful depending on your business type.
How to Match Your Audience
Identify your target demographic (e.g., age, interests, location).
Research which platform your audience is more likely to use:
If your customers are primarily older or use desktop computers, Bing Ads may be the better fit.
If your audience is younger and mobile-driven, Google Ads is likely to be more effective.
Test campaigns on both platforms, starting with a small budget, and analyse the results to see which platform delivers better traffic or conversions for your business.
By choosing the right platform based on your audience and business goals, you’ll ensure that every pound you spend on PPC is working to bring in the most relevant customers.
Step 3: Creating a Budget-Friendly Campaign
Setting a Daily Budget That Works for Small Businesses
When starting a PPC campaign, it’s important to set a daily budget that aligns with your financial resources and goals. You don’t need a large budget to see results – even a small, well-targeted campaign can attract new customers. By setting a budget that you’re comfortable with, you ensure you only spend what you can afford, while still gaining visibility.
How to Set Your Daily Budget
Start Small: If you're new to PPC, start with a modest daily budget – for example, £5-£10 per day. This allows you to test the waters without overspending.
Track Your Results: After a week or two, check how many clicks and conversions (such as phone calls, purchases, or sign-ups) your budget is generating.
Adjust Based on Performance: If your campaign is driving positive results, consider gradually increasing your daily budget to reach more potential customers. If not, reassess your targeting or ad copy before increasing your spend.
Remember, the key is to start with a budget you’re comfortable with and scale up once you see results.
Using Manual vs Automated Bidding to Save Money
Bidding is how you decide how much to pay for each click on your advert. Both manual bidding and automated bidding strategies can help you stay within budget, but they work in different ways.
Manual Bidding
You set the maximum amount you’re willing to pay for each click (cost per click or CPC). This gives you more control but requires more attention and tweaking.
Best for: Businesses with specific budget constraints or those targeting a narrow audience.
Automated Bidding
The platform (e.g., Google Ads or Bing Ads) automatically adjusts your bids based on your goals (e.g., maximising clicks or conversions). It saves time, but you give up some control over individual bids.
Best for: Those who want a hands-off approach or are new to PPC and don’t want to manage bids manually.
How to Choose Your Bidding Strategy
Start with Automated Bidding: If you’re new to PPC, automated bidding can save you time and help ensure you don’t overpay for clicks. Use options like “Maximise Clicks” to get the most clicks within your budget.
Switch to Manual Bidding: Once you get a feel for your campaign’s performance, you can switch to manual bidding to refine control and potentially lower costs. Set a maximum CPC that fits your budget, and adjust as needed.
Both bidding methods can work for small businesses, but starting with automated bidding can help simplify the process until you’re more comfortable.
Understanding Click Costs: How to Maximise Results with Limited Spend
The cost per click (CPC) is the amount you pay each time someone clicks on your advert. The amount varies depending on how competitive your chosen keywords are. It’s essential to understand how to get the most out of your budget by managing your click costs carefully.
How to Manage Click Costs
Target Long-Tail Keywords: Instead of bidding on broad, expensive keywords (e.g., “plumbing”), focus on long-tail keywords, which are more specific and cheaper (e.g., “emergency plumber in Manchester”). These typically have lower competition and cost, while still attracting customers looking for your exact service.
Use Negative Keywords: Negative keywords are search terms that you don’t want your ads to show for. This prevents you from wasting money on irrelevant clicks. For example, if you run a high-end jewellery business, add “cheap” as a negative keyword to avoid attracting users searching for low-cost items.
Set Bid Limits: Whether you’re using manual or automated bidding, set bid limits to ensure you’re not overpaying for clicks. This helps to control your CPC and keep your campaign cost-effective.
Action Plan
Research long-tail keywords: Use free tools like Google Keyword Planner to find low-cost, high-impact keywords specific to your business.
Add negative keywords: Think about search terms that are not relevant to your business and add them to your campaign to avoid wasted spend.
Set a bid cap: Whether manually or with automated bidding, ensure your maximum CPC doesn’t exceed what you’re comfortable paying.
By carefully managing your click costs and focusing on more targeted, less competitive keywords, you can stretch your budget further and attract new customers without overspending.
Step 4: Keyword Research for Search PPC
Free Tools for Finding the Best Keywords
Effective keyword research is the foundation of a successful PPC campaign. Fortunately, there are several free tools that make finding the best keywords simple and cost-effective. These tools help you discover relevant search terms that your potential customers are using, without having to spend a lot on paid keyword research platforms.
Free Tools for Keyword Research
Google Keyword Planner: This is Google’s own keyword research tool, and it's completely free. It helps you find keyword ideas, shows search volumes, and provides cost estimates for running ads with specific keywords.
Ahrefs Free Keyword Generator: The Ahrefs keyword generator tool is an excellent resource for discovering keyword ideas based on seed keywords. It also offers insight into keyword difficulty, so you can target terms that are easier to rank for in PPC ads.
Keywords People Use: The Keywords people Use tool allows you to input a keyword and receive a list of related phrases that real people are searching for, helping you generate a list of potential keywords quickly.
How to Use These Tools
Enter your business’s main product or service (e.g., “carpet cleaning” or “Italian restaurant”).
Look at the suggested keywords and their search volumes. Select keywords that have a decent number of monthly searches but aren’t overly competitive.
Focus on keywords that align with your business offerings and customer intent.
In order to maximise the impact from your click budget, only select keywords that have a direct buying intent - meaning that your potential customers are ready to buy your product or service.
By using these free tools, you’ll find relevant keywords that will help your ads reach the right audience, without needing to invest in expensive software.
Long-Tail Keywords: Low-Cost, High-Impact Options
Long-tail keywords are longer, more specific search phrases that have lower search volumes but are highly relevant to what your business offers. These keywords typically cost less per click and are less competitive, making them ideal for small businesses with limited budgets.
Example of Long-Tail Keywords
Broad keyword: “plumber” (high competition, expensive)
Long-tail keyword: “emergency plumber in Leeds” (lower competition, cheaper, and more targeted)
The users searching for long-tail keywords are often further along in the decision-making process, meaning they are more likely to convert into customers. Long-tail keywords may not attract as many clicks, but the clicks you do get are likely to be from people who are serious about purchasing your product or service.
How to Find Long-Tail Keywords
Use Google Keyword Planner or Ahrefs Free Keyword Generator to search for long-tail versions of your core keywords.
Look for keywords that are specific to your business and that show user intent. For example, instead of targeting “coffee,” you might target “best organic coffee beans in London.”
Add these long-tail keywords to your campaign to lower costs and attract more relevant traffic.
By targeting long-tail keywords, you’ll improve the efficiency of your campaign by focusing on terms that are highly relevant and affordable.
Targeting Local Keywords to Drive Nearby Customers
For small businesses, especially those serving a specific area, targeting local keywords is essential for attracting nearby customers. Local keywords are search terms that include location-specific details, such as a city, town, or neighbourhood. These keywords are great for driving foot traffic or attracting customers who are nearby and looking for immediate solutions.
Examples of Local Keywords
“Pizza delivery in Birmingham”
“Hairdresser near Brighton”
“Best accountant in Glasgow”
How to Target Local Keywords
Include Your Location: When conducting keyword research, include the name of your town, city, or region. For example, instead of just targeting “electrician,” you would target “electrician in Manchester.”
Use “Near Me” Keywords: Many people search for services using the phrase “near me” (e.g., “car repair near me”). To capture these searches, ensure that your PPC campaign includes these terms. Use geographic targeting to ensure your ads are shown to people within your service area.
Optimise Location Settings: In Google Ads, adjust the location settings to target customers within a specific radius of your business. This ensures your ads are shown to people in your area who are more likely to convert into customers.
Action Plan for Local Keywords
Add your location to your primary keywords (e.g., “restaurant in Edinburgh”).
Set your campaign to target a specific geographic area, making sure you reach people searching within a certain distance from your business.
Regularly review the performance of your local keywords and adjust your budget to focus on high-performing areas.
Targeting local keywords helps you capture potential customers in your area who are actively searching for your products or services. This ensures your ad spend is focused on users who are more likely to convert into paying customers.
By using free tools, focusing on long-tail keywords, and targeting local customers, you can create a cost-effective PPC campaign that delivers real results for your small business. These strategies will help you reach the right audience while keeping your advertising spend to a minimum.
Step 5: Writing Effective Search Ads that Convert
Writing effective search ads is key to ensuring your Pay-Per-Click (PPC) campaigns attract the right audience and convert clicks into customers. It’s important to craft simple, compelling ads that resonate with potential customers and encourage them to take action. Here’s how to write ads that maximise impact with minimal investment.
Crafting Simple Ads that Resonate with Your Audience
When writing search ads, simplicity is crucial. Your ad should immediately communicate what you offer and why it’s relevant to the user’s search. Most search ads have limited space, so every word counts.
Key Elements of a Simple, Effective Ad
Headline: This is the first thing people see, so it needs to grab attention. Include your main product or service and a benefit or unique selling point (USP). For example, “Affordable Carpet Cleaning in Birmingham.”
Description: Use this space to explain what makes your service valuable. Focus on benefits that matter to your audience (e.g., “Same-Day Service” or “Eco-Friendly Products”).
Display URL: Ensure the URL is clear and relevant to the search query. It should reassure users that they’re clicking through to the right place.
How to Craft Your Ads
Identify your audience’s needs: Think about what your potential customers are searching for and how your business can solve their problem.
Include relevant keywords: Make sure the keywords you’re bidding on are present in your ad copy. This makes the ad more relevant to the search and can improve your ad ranking.
Keep it concise and clear: Avoid jargon or overly complex language. Your audience should instantly understand what you offer.
Power Words to Increase Click-Through Rates (CTR)
Using “power words” in your ad copy can significantly increase your click-through rate (CTR). These are words that grab attention, evoke emotion, or encourage action. Power words make your ad stand out and compel users to click.
Examples of Power Words
Free: People love getting something for nothing. If you offer a free consultation, quote, or trial, include this in your ad (e.g., “Free Quote Available”).
Exclusive: This suggests your service is special or limited, creating urgency (e.g., “Exclusive Offers for First-Time Customers”).
Guaranteed: This adds trust and reassurance (e.g., “Satisfaction Guaranteed”).
Limited-Time: Create a sense of urgency to encourage immediate action (e.g., “Limited-Time Discount – Book Today!”).
How to Use Power Words
Review your ad copy and look for opportunities to add power words that match your offer.
Use these words in your headline or description to create a sense of urgency or highlight a key benefit.
Ensure the power words are aligned with your actual service or offer – don’t over-promise.
Creating a Clear Call to Action (CTA) for Search Ads
A strong call to action (CTA) tells potential customers exactly what you want them to do next. Without a clear CTA, users might click on your ad but not know how to proceed, resulting in missed opportunities.
Effective CTAs for Search Ads
Call Now: Encourages users to pick up the phone, especially useful for service-based businesses (e.g., “Call Now for a Free Quote”).
Get a Free Estimate: If you offer free quotes or consultations, make this clear (e.g., “Get Your Free Estimate Today”).
Shop Now: Ideal for eCommerce or product-based businesses (e.g., “Shop Now and Save 20%”).
Book Online: Useful for appointment-based services (e.g., “Book Online in Minutes”).
How to Create a Strong CTA
Be specific: Tell the user exactly what action to take (e.g., “Call,” “Shop,” “Book”).
Use action verbs: Words like “Get,” “Start,” and “Claim” create a sense of movement and urgency.
Link the CTA to a benefit: For example, “Call Now for Same-Day Service” ties the action to an immediate reward.
Step-by-Step Actions for Writing Effective Ads
Write a clear and relevant headline that addresses the searcher’s need.
Use keywords in your ad copy to match the search query and improve relevance.
Incorporate power words to make your ad stand out and drive more clicks.
Add a specific, action-driven CTA that clearly guides the user on what to do next.
Test different versions of your ads to see which headlines, descriptions, and CTAs work best. A/B testing will help refine your ad copy for better results.
By crafting simple ads that include power words and a clear call to action, you’ll improve your click-through rates and conversions without needing a large budget. Following these steps will ensure your ads are focused, effective, and ready to attract new customers.
Step 6: Using Ad Extensions to Boost Performance
Ad extensions are additional pieces of information that can be added to your search ads, helping you provide more value to potential customers and encouraging them to take action. They don’t cost extra but can significantly boost your ad's performance by making it more visible and informative. By using ad extensions effectively, you can increase your click-through rate (CTR) without increasing your budget.
What Are Ad Extensions and Why They Matter
Ad extensions allow you to enhance your PPC ads by providing extra information such as your business location, phone number, or links to specific pages on your website. These extensions make your ad larger and more noticeable, giving users more reasons to engage with your business.
Why They Matter
Improved Visibility: Ads with extensions take up more space on the search results page, making them stand out.
Higher CTR: Providing additional details makes it easier for potential customers to interact with your ad, increasing the likelihood they’ll click through.
No Extra Cost: Adding extensions doesn’t increase your cost per click (CPC); you only pay for the clicks on your ad, just as you would without extensions.
Examples of Ad Extensions
Location Extension (show your business address)
Call Extension (add your phone number so users can call directly from the ad)
Sitelink Extension (link to specific pages on your website, such as “Services” or “Contact Us”)
How to Use Location, Call, and Sitelink Extensions Without Extra Cost
Location Extensions: These display your business address and a map link directly within your ad, helping users find your physical location easily. This is ideal for businesses that rely on foot traffic or local customers.
How to Add Location Extensions
Go to your Google Ads account.
Click on the “Ads & Extensions” tab.
Select “Extensions” and then “Location Extension.”
Link your Google My Business account to display your address in your ads.
Call Extensions: These allow potential customers to call your business directly from the ad. On mobile devices, this appears as a “Call” button, making it easy for users to contact you instantly.
How to Add Call Extensions
In the “Extensions” tab of your Google Ads account, choose “Call Extension.”
Enter your phone number.
Set the hours when you want the call button to appear (e.g., during business hours).
Sitelink Extensions: These provide extra links in your ad, directing users to specific pages on your website. For example, you could include links to your “Products,” “About Us,” or “Contact” pages, giving users more options to explore your business.
How to Add Sitelink Extensions
In the “Extensions” tab, select “Sitelink Extension.”
Add links to relevant pages on your website, such as “Book a Consultation” or “See Special Offers.”
Ensure each link is relevant to the user’s search and provides value.
Action Plan
Add a location extension if you have a physical storefront and want to attract nearby customers.
Use a call extension to make it easy for users to contact you directly, especially if phone enquiries are key to your business.
Implement sitelink extensions to give users more navigation options, increasing the chance they’ll find exactly what they’re looking for.
Maximising Click-Through Rates with Ad Extensions
Ad extensions not only provide more information to users but also make your ad more prominent in search results. This boosts your ad’s click-through rate (CTR) as users are more likely to engage with an ad that offers multiple ways to connect or get information.
How Ad Extensions Increase CTR
More Options for Engagement: Extensions give users more ways to interact with your business. For example, someone might not be ready to call you but could click a sitelink to read more about your services.
Increased Relevance: Adding extensions such as location or sitelinks means users see content that’s highly relevant to their needs, increasing the likelihood of a click.
Trust and Credibility: Showing your business location, phone number, and extra links makes your business look more established and trustworthy, which encourages users to click.
Steps to Maximise CTR with Extensions
Use Relevant Extensions: Tailor your ad extensions to match your audience’s needs. For example, if you’re a local business, prioritise location and call extensions to connect with nearby customers.
Test Multiple Extensions: Try different combinations of extensions (e.g., sitelinks, call, and location) and track which ones lead to the highest CTR.
Monitor Performance: Use the reports in your Google Ads account to see how each extension is performing. Adjust or remove any extensions that aren’t driving results.
By strategically using ad extensions, you can improve your ad’s visibility and relevance, leading to a higher CTR and more potential customers engaging with your business – all without increasing your PPC spend.
Step 7: Tracking and Optimising Your Campaign
Tracking and optimising your Pay-Per-Click (PPC) campaign is essential for getting the most out of your investment. By setting up proper tracking and making data-driven adjustments, you can improve your campaign’s performance without needing to increase your spend. Here’s how you can easily monitor and optimise your PPC campaign.
Setting Up Conversion Tracking for Better Insights
Conversion tracking allows you to see what actions people are taking after clicking on your advert, such as making a purchase, signing up for a newsletter, or submitting a contact form. This data is crucial for understanding which ads are performing well and driving actual results.
How to Set Up Conversion Tracking
Create a Conversion Action in Google Ads:
Go to your Google Ads account.
Click on “Tools & Settings” and select “Conversions” under the “Measurement” section.
Click the “+” button to create a new conversion action.
Choose a Conversion Goal:
Select what you want to track (e.g., website purchases, form submissions, phone calls).
For most small businesses, tracking website actions like form submissions or sales is key.
Install the Conversion Tracking Code:
Google Ads will generate a snippet of code, called a conversion tag, for you.
Add this code to the relevant page on your website, such as a “Thank You” page that appears after a purchase or form submission.
Test the Conversion Tracking:
Make sure your tracking is working correctly by testing it on your website. You should see the conversion data starting to show in your Google Ads account.
Benefits of Conversion Tracking
Understand which keywords and ads are driving real results, such as sales or enquiries.
Eliminate spending on keywords or ads that aren’t contributing to conversions.
Focus your budget on what’s working best.
Analysing Performance to Improve Without Increasing Spend
Once your campaign is running and you have data from conversion tracking, it’s important to regularly analyse its performance. Understanding what’s working and what’s not will help you optimise your campaign without needing to increase your budget.
Key Metrics to Focus On
Click-Through Rate (CTR): This shows how often people click on your ad after seeing it. A low CTR might mean your ad copy isn’t engaging enough or you’re targeting the wrong keywords.
Conversion Rate: This is the percentage of clicks that result in a conversion (e.g., a sale or sign-up). A low conversion rate could mean that your landing page needs improvement or your offer isn’t compelling enough.
Cost Per Conversion: This tells you how much you’re paying for each conversion. If this cost is too high, it may be time to refine your targeting or bid strategy.
How to Analyse and Improve Your Campaign
Review Campaign Data Weekly:
Check the performance of individual ads and keywords. Focus on those that are driving conversions at a lower cost.
Identify underperforming keywords or ads and pause them to avoid wasting money.
Use Google Ads’ Recommendations:
Google Ads offers automated suggestions for improving your campaign. These could include keyword changes, bid adjustments, or ad copy tweaks.
Implement relevant recommendations but review them carefully to ensure they align with your goals.
Adjust Bids:
If certain keywords are driving more conversions, consider increasing your bid slightly to attract more clicks.
Lower bids on keywords that are costing more than they are delivering in value.
By regularly reviewing these metrics, you’ll be able to make data-driven decisions that improve your campaign’s effectiveness without spending more money.
Adjusting Your Ads for Better Results with Minimal Investment
Optimising your ads based on performance data is a key part of improving your campaign without increasing costs. Small tweaks to your ads can lead to better engagement, more conversions, and ultimately, a higher return on investment (ROI).
How to Adjust Your Ads
Refine Your Ad Copy:
If your ads are getting clicks but not conversions, experiment with more persuasive copy that better matches what people are searching for.
Use power words and update your call to action (CTA) to make it more compelling. For example, if your current CTA is “Learn More,” try something stronger like “Get Your Free Quote Today.”
Test New Variations (A/B Testing):
Create two versions of your ad (with different headlines or descriptions) and test them against each other to see which performs better.
For example, you might test whether “Affordable Plumbing Services” gets more clicks than “Local Plumbing Experts – Call Now.”
Refine Targeting:
Look at where your clicks are coming from. If you find that a particular location or device (e.g., mobile vs desktop) is performing better, focus your efforts there.
Adjust your location targeting, or bid more aggressively for the device that converts better.
Schedule Your Ads:
Use your data to identify which times or days your ads perform best, then schedule your ads to run during these high-performing periods. This helps avoid spending money on low-conversion times.
Action Plan
Start by reviewing the performance data of your ads and keywords weekly.
Pause or adjust underperforming ads and keywords to focus your budget on what’s working.
Regularly A/B test new ad copy or offers to find the best-performing version.
Use targeted scheduling and bid adjustments to optimise your spend during peak times.
By making these small but impactful adjustments, you can improve your campaign’s performance without having to increase your daily budget. Optimising your ads regularly ensures you get the most out of your PPC investment.
Tracking and optimising your PPC campaign is an ongoing process that helps you continually improve performance. By setting up conversion tracking, analysing your campaign data, and making informed adjustments, you’ll be able to grow your customer base effectively without overspending.
Step 8: Using Retargeting to Capture Missed Opportunities
Retargeting is a powerful and cost-effective way to re-engage people who have already shown interest in your business but didn’t take the desired action, such as making a purchase or filling out a contact form. By focusing on users who are already familiar with your brand, you can convert more visitors into customers with minimal additional spend.
What is Retargeting and Why It’s Ideal for Small Budgets
What is Retargeting?
Retargeting (or remarketing) is a PPC strategy where adverts are shown to users who have previously visited your website or interacted with your business but didn’t complete an action, such as making a purchase. These visitors are already aware of your brand, which makes them more likely to convert when shown a targeted ad reminding them of your services or products.
Why It’s Ideal for Small Budgets
Higher Conversion Rates: People who have already visited your website are more likely to convert than first-time visitors, meaning your retargeting ads are more likely to lead to sales or enquiries.
Cost-Effective: Retargeting focuses on a smaller, more engaged audience, which keeps your costs low. You’re spending money on users who are already interested, rather than trying to attract new visitors.
Brand Reinforcement: Retargeting ads keep your business in front of potential customers, reminding them to come back and complete their purchase or enquiry.
Setting Up Retargeting in Google Ads and Bing Ads
Setting up retargeting in both Google Ads and Bing Ads is straightforward and can be done even if you have little technical knowledge. Here’s how to get started:
How to Set Up Retargeting in Google Ads
Create a Google Ads Account: If you haven’t already, set up a Google Ads account.
Add the Google Ads Remarketing Tag:
In your Google Ads dashboard, click on “Tools & Settings” and select “Audience Manager.”
Click “Audience Sources” and choose “Set Up Google Ads Tag.”
Google will generate a piece of code (the remarketing tag) which you need to add to all pages of your website. This allows Google to track visitors and display your retargeting ads to them.
Create Your Remarketing Audience:
After the tag is installed, Google will automatically start building an audience of people who visit your website.
You can refine this audience by targeting specific actions, such as people who visited certain pages (e.g., your product page) but didn’t make a purchase.
Create a Retargeting Campaign:
In your Google Ads dashboard, click “Campaigns” and create a new Display or Search campaign.
Choose “Remarketing” as your targeting option and select the audience you just created.
Write your ad copy and set your budget as usual.
How to Set Up Retargeting in Bing Ads
Create a Bing Ads Account: Sign in or create an account with Bing Ads.
Add the Universal Event Tracking (UET) Tag:
Go to “Conversion Tracking” in the Bing Ads dashboard and click “UET Tags.”
Create a new UET tag, and Bing will generate a code that needs to be placed on your website.
Create a Remarketing List:
After the UET tag is installed, Bing will track visitors to your site.
Go to “Shared Library” and select “Audiences,” then create a new remarketing list based on users who visited your site but didn’t convert.
Create Your Retargeting Campaign:
Create a new campaign, choose “Remarketing” as your targeting option, and select your audience.
Write your ad, set your budget, and launch your retargeting campaign.
Turning Website Visitors into Customers Through Retargeting
Retargeting ads are designed to bring visitors back to your website and encourage them to complete a desired action, such as making a purchase or booking a service. By crafting highly targeted ads, you can turn these missed opportunities into paying customers.
Best Practices for Turning Visitors into Customers
Offer an Incentive:
Encourage potential customers to return to your site by offering a discount or promotion. For example, “Come back and save 10% on your first order!”
Offering free shipping or a special offer in your retargeting ad can be highly effective for e-commerce businesses.
Create Compelling Ad Copy:
Your retargeting ad should remind the user of what they were interested in. Mention the product or service they viewed, and use a clear call to action like “Complete Your Purchase” or “Book Now.”
Include urgency when relevant, such as “Limited Time Offer” or “Only a Few Items Left in Stock.”
Target Specific Audiences:
If a user viewed a particular product or service page, create ads that specifically mention what they looked at. For example, “Still interested in our leather boots? Shop now and get 15% off!”
You can also create segmented retargeting ads based on the actions users took, such as viewing a certain category or abandoning a shopping cart.
Frequency Cap:
Don’t bombard users with too many retargeting ads. Set a frequency cap to limit how often your ads are shown to avoid overwhelming potential customers.
Action Plan
Create retargeting campaigns that offer special deals or promotions to bring users back to your site.
Ensure your ad copy highlights what the user was previously interested in and includes a strong call to action.
Regularly monitor and refine your retargeting campaign based on performance data to ensure maximum results with minimal spend.
By setting up retargeting ads, you can re-engage visitors who were close to converting but didn’t take the final step. These targeted ads can help you capture missed opportunities and turn interested visitors into paying customers, all while keeping costs low.
Step 9: Testing and Improving Your Ads
Testing and optimising your Pay-Per-Click (PPC) ads is essential to ensure you’re getting the best results from your campaign. By running simple tests, you can identify which ad elements work best and improve your overall performance without needing to increase your budget. Here’s how to run tests and fine-tune your ads for maximum return on investment (ROI).
A/B Testing: How to Test Different Ad Versions to Maximise ROI
A/B testing, also known as split testing, involves comparing two versions of an advert to see which one performs better. It’s a simple and effective way to determine which elements of your ads – such as headlines, descriptions, or calls to action – resonate more with your audience.
How to Run an A/B Test
Choose One Element to Test: Start by testing one specific aspect of your ad, such as the headline, description, or call to action. For example, you could test “Free Consultation” vs. “Get a Free Quote Today.”
Create Two Ad Variations: In your Google Ads or Bing Ads account, create two versions of your ad, changing only the element you want to test. This ensures you can clearly identify which change is driving better performance.
Run Both Ads Simultaneously: Set both ad variations to run at the same time under the same conditions, so they get equal exposure.
Monitor Performance: After a week or two, review the results. Look at metrics such as click-through rate (CTR) and conversion rate to see which version is more effective.
Keep the Winning Version: Once you’ve identified the better-performing ad, keep the winning version and consider testing a new element to optimise further.
Action Plan
Choose a single element to test, such as your headline or CTA.
Set up two ad variations with only one change between them.
Run the test and track performance to find the best version.
Running Simple Tests Without Spending More
Running A/B tests doesn’t mean you need to increase your budget. You can easily run these tests within your existing campaign and budget by making small adjustments to your ad copy and monitoring the results.
How to Test Ads Without Increasing Costs
Use Your Existing Budget: Keep your daily budget the same while testing different ad variations. Split your current budget between the two versions so you can gather data without spending more.
Test Small Changes: You don’t need to overhaul your entire ad to run a test. Changing just one element, like a word in the headline or the CTA, can lead to big improvements.
Monitor for a Short Period: Run each test for a short period (e.g., one to two weeks) to gather enough data. You don’t need to run long, costly tests to get meaningful insights.
Focus on High-Impact Changes: Test elements that are likely to make a significant difference in performance, such as adding an offer or tweaking the wording to be more action-oriented.
Example of Simple Tests
Test one ad with “Shop Now and Save 10%” vs. another ad with “Limited Time Offer: Save 10% Today.”
Compare “Call Us Today” with “Get Your Free Quote Now.”
Action Plan
Set up your A/B tests using your existing budget and make small but impactful changes to your ads.
Monitor the results for a short period and analyse which variation drives better performance.
Fine-Tuning Ads to Increase Conversions on a Small Budget
Once you’ve run tests and identified which elements of your ads are performing better, it’s time to fine-tune your ads to increase conversions. Making data-driven adjustments can significantly boost your campaign’s performance, even if you’re working with a small budget.
How to Fine-Tune Ads for Better Conversions
Refine Your Ad Copy: Based on the results of your A/B tests, use the winning ad copy in future campaigns. Make sure the copy speaks directly to the needs and desires of your target audience.
Focus on Your Best-Performing Keywords: Identify which keywords are driving the most conversions and focus your budget on these. Pause or lower bids on keywords that aren’t generating good results.
Improve Your Call to Action (CTA): If your tests showed a particular CTA performed better, implement that CTA across all your ads to increase conversions. For example, if “Get Your Free Quote” performed better than “Learn More,” use the more successful CTA moving forward.
Optimise Landing Pages: Ensure the page users are directed to after clicking on your ad (the landing page) aligns with your ad copy. If you’ve tested specific offers or promotions in your ads, make sure these are clearly displayed on the landing page.
Example of Fine-Tuning
If your test showed that an ad with “Free Delivery” as the offer generated more clicks, update your ad copy to include this offer more prominently.
If one ad variation with a “Shop Now” CTA outperformed others, use this CTA across all campaigns and adjust the landing page to match the CTA message.
Action Plan
Implement the insights from your A/B tests by refining your ad copy and focusing on the elements that performed best.
Prioritise the most successful keywords and CTAs in your ads to maximise conversions.
Ensure your landing pages are optimised to match the promises made in your ads.
By regularly testing and improving your ads through A/B testing, making simple adjustments, and fine-tuning your approach, you can significantly increase conversions and improve ROI. These steps allow you to get the most out of your PPC campaign without needing to increase your advertising budget, ensuring your small business grows effectively with minimal investment.
Step 10: Scaling Your Search PPC Campaign Over Time
As your Pay-Per-Click (PPC) campaign starts to bring in results, it’s time to think about scaling up. Gradually increasing your budget, exploring new platforms, and taking advantage of seasonal opportunities can help you attract even more customers without making a huge financial commitment. Here’s how to grow your PPC campaign in a cost-effective way.
When and How to Increase Your Budget Gradually
Scaling up your PPC campaign doesn’t mean you have to suddenly spend a lot more money. The key is to increase your budget gradually, based on proven performance, so you can maximise your return on investment (ROI) without overspending.
When to Increase Your Budget
Consistent Positive Results: If your campaign is delivering a good conversion rate and your cost per conversion is within an acceptable range, it’s a sign that your PPC strategy is working well.
Budget Running Out Quickly: If you’re hitting your daily budget limits early in the day, it means there’s potential to capture more clicks and customers by increasing your budget.
High-Performing Keywords: If certain keywords are consistently generating conversions, increasing your budget for these specific keywords can help drive more results.
How to Gradually Increase Your Budget
Increase by 10-20%: Start by increasing your daily or monthly budget by 10-20%. This allows you to scale up without taking a big financial risk.
Monitor Performance: After increasing your budget, closely monitor your key metrics (click-through rate, conversions, and cost per conversion). Make sure the increased spend is leading to better results, not just higher costs.
Adjust as Needed: If the increased budget leads to more conversions at a reasonable cost, consider raising your budget again. If not, reassess your targeting or ad copy before making further adjustments.
Action Plan
Increase your PPC budget by 10-20% once you see consistent positive results.
Track the impact of this change and adjust your strategy based on the performance.
Expanding to Bing Ads or Google Display Network for Extra Reach
Once your Google Ads campaign is delivering good results, it may be time to expand your reach by exploring other PPC platforms such as Bing Ads or the Google Display Network. This allows you to reach new audiences without having to drastically increase your budget.
Bing Ads
Bing Ads (now Microsoft Advertising) is often less competitive than Google Ads, meaning cost-per-click (CPC) can be lower. Although Bing has a smaller user base, it reaches a unique audience that may not be using Google.
How to Expand to Bing Ads
Set Up a Bing Ads Account: If you haven’t already, sign up for Bing Ads.
Import Your Google Ads Campaign: Bing Ads allows you to import your existing Google Ads campaign to save time and effort.
Optimise for Bing: Adjust your bids and targeting based on Bing’s audience. You may find that certain keywords perform better on Bing than on Google.
Google Display Network (GDN)
The Google Display Network allows you to show your ads on a wide range of websites, not just in search results. It’s a great way to increase brand visibility and target users who may not be actively searching for your product but are browsing related content.
How to Expand to GDN
Create a Display Campaign in Google Ads.
Target Specific Audiences: You can target people based on interests, demographics, or behaviour, ensuring your ads are shown to relevant users.
Use Remarketing: Show ads to people who have already visited your website, increasing your chances of conversion.
Action Plan
Expand your reach by testing Bing Ads or the Google Display Network.
Use your existing campaign data to guide your decisions on which platforms or audiences to target.
Seasonal Campaigns: Attracting More Customers Without Extra Costs
Seasonal campaigns are a great way to boost your PPC performance without significantly increasing your budget. By aligning your adverts with seasonal events, holidays, or trends, you can attract more attention and encourage customers to take action.
How to Run Seasonal Campaigns
Identify Key Dates: Think about the times of year that matter most to your business. This could be major holidays like Christmas, Easter, or Black Friday, or specific seasonal trends in your industry (e.g., summer sales for outdoor products).
Create Seasonal Ad Copy: Tailor your ads to the season or event. For example, use phrases like “Limited-Time Christmas Sale” or “Summer Special: 20% Off.”
Offer a Promotion: Include a special offer or discount that’s only available for a short time. This creates urgency and encourages users to take advantage of the deal before it’s too late.
Monitor Performance: Seasonal campaigns tend to be short, so closely monitor your performance data to ensure your ads are driving results. Adjust your bids or targeting if necessary.
Tips for Running Effective Seasonal Campaigns
Focus on High-Performing Keywords: Use keywords that have historically driven good results and apply them to your seasonal campaign.
Leverage Remarketing: Show your seasonal ads to users who have previously visited your website but didn’t convert, encouraging them to take action during the special promotion.
Action Plan
Plan ahead for key seasonal events and create ad campaigns tailored to those times.
Offer special deals or discounts to boost engagement and conversion rates.
Use seasonal campaigns to attract more customers without the need for a permanent budget increase.
By gradually increasing your budget, expanding to new platforms, and leveraging seasonal campaigns, you can scale your PPC efforts over time. These strategies will allow you to grow your customer base while keeping costs under control, ensuring that your small business continues to thrive with minimal investment.
Conclusion: Low-Cost Search PPC for Small Business Success
By following the steps outlined in this guide, you now have a clear and actionable roadmap to creating a successful search-based Pay-Per-Click (PPC) campaign for your small business. With careful planning, budget-friendly strategies, and continuous optimisation, you can attract new customers, increase sales, and grow your online presence without needing a large marketing budget.
PPC offers small businesses a level playing field, allowing you to compete with larger companies by targeting the right audience at the right time. Whether you’re just starting out or looking to improve your current campaign, the tactics in this guide will help you maximise your return on investment while keeping costs low.
The key to PPC success is to start small, track your results, and make improvements over time. With patience and persistence, you’ll see the benefits of PPC for your business, helping you reach new customers and achieve sustainable growth.