Google Ads is a collective term that is generally used to cover the 4 advertisement options Google offers: Search Ads, Display Ads, Shopping Ads and Video Ads.

Google Ads work by showing users advertisements across the web, whether they’re searching for your specific product or services, or they’re browsing articles on a news site.

Google’s machine learning algorithms have so much data that they can predict the best times to serve ads to its users with a fairly high degree of accuracy, meaning that a well-optimized Google Ads campaign can bring highly relevant users to your site, just as their getting ready to buy.

Obviously, every account is different, and the industry and customer lifetime value will play a big role in the average cost per click for a Google Ads campaign, so there is no fixed cost we can state.

However, typically our clients spend somewhere between £1,000 and £10,000 per month in ad spend.

PPC advertising and SEO are two very different types of marketing.

PPC is a great strategy to get your business showing at the top of the search results, or in front of in-market customers on third party websites, almost instantly.

However, it comes at a cost, and if you stop your ad spend, your ads stop showing.

SEO is a much more long term strategy that involves optimizing your website and creating new content that helps your website rank higher in the organic search results.

While the results can take longer, an effective SEO strategy will mean your website continues to rank in the search results for years to come, even after the SEO work has finished.

Google Ads allow businesses to acquire customers, profitably, from day one.

You choose when potential customers see your adverts, meaning you can reach them at the perfect moment in their buying journey, and position your product or service as the perfect solution to their problems.

Chances are that if you’re reading this page, your business would benefit from PPC.

However, there are some instances where it might not.

If you’re in a particularly competitive industry and have a small budget, then the CPC (cost-per-click) for keywords in your industry could be too high for a PPC campaign to be sustainable.

There are also limitations on certain industries, with platforms like Google and Bing placing restrictions on certain keywords, so this could also play a role in whether or not PPC will work for your business.

If your website is well written and optimised then it can take as little as a week to see positive results from Paid Search campaigns, but the typical time to see results is usually closer to 1 - 2 months.

This is because the ad campaigns need time to optimize, and there are often changes that need to be made to the landing pages to make sure they’re being shown to as many people as possible.

Absolutely.

PPC has changed a lot in the last few years, so chances are there would be some improvements that could be made to your campaigns.

In fact, we took over the ads account for Cat Chat and increased their clicks by 116% without increasing their ad spend, simply by restructuring the account and bringing everything in line with best practices.

Measuring the ROI of a PPC campaign varies, depending on what the goals are.

Typically, we’ll work backwards from your business goals to find out the key metric you’re looking to impact.
This then allows us to add tracking that will accurately measure how the ads are performing against your goals.

Whether it’s purchases made directly on your website, calls booked with your sales team, or simply the number of enquiries you’re receiving; we’ll work with you to identify the best metric for us to track.

And don’t worry - we won’t publish a single PPC ad until we know that the conversion tracking is set up correctly on your website.