Pay Per Click Advertising with a Google Ads Consultant

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Comprehensive PPC Services to Elevate Your Business

Using Google Ads for your Pay-Per-Click strategy can shape your marketing. This approach lets you use multiple strategies to target specific keywords to help you connect with customers looking for what your business offers.

The versatility of Google Ads lies in its auction-based system, refined over the years to reward not just the highest bid but also the quality of an advert. Consequently, crafting an engaging advert that directs to a relevant landing page is pivotal. The Quality Score, introduced by Google, emphasises the importance of congruence between targeted keywords and the landing page content.

Tailored Google Ads & Microsoft Ads Management

  • Google Ads Management: Harness the power of Google’s extensive network to reach your target audience effectively.
  • Microsoft Ads Expertise: Tap into a diverse market with Microsoft Ads, optimizing your presence on Bing and other Microsoft platforms.
  • PPC Audits and Strategy: Get detailed audits and strategic planning for your existing PPC campaigns to maximize efficiency and ROI.

Key advantages of Google’s PPC advertising include:

  • Budget Control: You’re in the driver’s seat regarding how much you spend. You can set daily budget caps and bid amounts for each keyword.
  • Scheduling: Determine the specific hours or days your ads will be active to maximise impact.
  • Local Targeting: Campaigns can be geographically targeted to appear in the chosen regions.
  • Device Targeting: Control which devices will display your ads, allowing you to refine your approach based on audience behaviour.

Small and medium businesses often worry. They think they must spend as much as big companies do. Yet, a good PPC campaign doesn’t depend on a big budget. It depends on smart choices. Using specific targets and picking the right keywords can help. These tactics allow smaller businesses to compete well. They can create their own successful space in the market.

It’s essential to understand the nuances of digital advertising and recognise the potential of ad networks beyond Google, like Microsoft Advertising (formerly Bing Ads) and various ad platforms. In PPC marketing, diversification through search ads, display ads on the Google Display Network, video ads, and remarketing strategies could further boost your visibility and ROI. Each aspect of PPC, from paid search ads to PPC platforms, should be considered to craft a comprehensive digital advertising strategy that aligns with your business objectives.

Crafting a Google Adwords Strategy

DIY Google Ads Management

To effectively manage Google Ads oneself:

  • Keyword Research: Utilise keyword tools to pinpoint suitable phrases.
  • Ad Groups: Assemble closely related keywords.
  • Ad Copy: Create compelling text ads to engage the target audience.


  • Cost per click (CPC) control.
  • Insightful analysis for ad optimisation.
  • Relevance and quality score focus.

Assistance from Google Ads Consultants

Engaging with a PPC professional offers:

  • Expertise in ad targeting and bidding strategies.
  • Skillful crafting of ad text and selection of negative keywords.
  • In-depth analysis improving click-through rate (CTR) and conversion rate.


  • Strategic budget allocation.
  • Enhanced user experience for landing pages.
  • Continuous campaign tweaking for maximum ROI.

Key Questions Addressed in Effective Pay-Per-Click (PPC) Advertising

Best Practices for Crafting a PPC Strategy

When developing a PPC advertising approach, starting with clear goals and understanding the target audience is crucial. This involves:

  • Conducting robust keyword research to align with user intent.
  • Structuring campaigns for easy management and tracking.
  • Tailoring ad copy and creativity to the specific interests and needs of the target audience.
  • Establishing a budget that aligns with business goals allows for sufficient data collection.
  • Testing different ad variations systematically to refine messaging and visuals.

Setting Up and Managing a PPC Campaign

For efficient PPC campaign setup and ongoing management, consider the following:

  • Using keyword grouping to improve ad relevance and Quality Score.
  • Implementing conversion tracking to measure effectiveness.
  • Regularly reviewing key performance indicators (KPIs) and adjusting bids accordingly.
  • Utilising negative keywords to exclude irrelevant traffic.
  • Scheduling ads for optimal times based on target audience behaviour.

Preferred Platforms for Paid Search

The platforms that generally yield high returns in paid search advertising include:

  • Google Ads, due to its extensive reach and advanced features.
  • Bing Ads, which can offer lower competition in certain industries.
  • Social media platforms, like Facebook and LinkedIn, for targeted demographics.

Measuring PPC Campaign Effectiveness

To gauge the success of PPC efforts:

  • Monitor click-through rates (CTR) to assess ad attractiveness.
  • Track conversion rates to quantify the ads’ ability to persuade action.
  • Analyse cost per click (CPC) and return on ad spend (ROAS) for financial efficiency.
  • Review Quality Score in Google Ads, as it impacts cost and ad placement.

Avoiding Common PPC Mistakes

Stay vigilant against typical errors in PPC advertising:

  • Overlooking the importance of relevant, high-quality landing pages.
  • Ignoring the fine-tuning of targeting options leads to wasted spending.
  • Forgetting to adjust bids based on device performance and geographic data.
  • Failing to test and revise ad copy and design continuously.

Integration of PPC with Other Digital Marketing Strategies

PPC works best when:

  • It complements organic search strategies, offering visibility while SEO efforts gain traction.
  • It is aligned with content marketing to ensure a cohesive message across channels.
  • Email marketing efforts are reinforced through remarketing ads.
  • Data insights from PPC are used to inform broader digital marketing decisions.

In the dynamic world of Pay-per-click advertising, having an expert by your side can be the game-changer your business needs. With over 15 years of specialized experience in Google and Microsoft Ads, Chris is not just a consultant; he’s a dedicated partner in your growth.

Whether launching a new venture or scaling an established business in Cheltenham or beyond, Chris Clarke Web Services Limited offers bespoke solutions and proven strategies to skyrocket your digital advertising success. Don’t miss out on the opportunity to transform your PPC campaigns.

Contact us today and take the first step towards unlocking your business’s full potential.