Pay Per Click (PPC) Management

The Basics Of Pay Per Click Marketing

So you went to the mailbox and you got the pretty little postcard from Google ads asking you to try their Google ads program and they will give you a free hundred dollars worth of advertising. You say to yourself, yeah I got this!


We love your passion, but let’s slow down just a second and talk about the benefits of pay-per-click click marketing or what the industry calls PPC marketing.


Think of pay-per-click marketing as a light switch at your house or office. You turn on the light switch and the lights come on,  you shut off the light switch and the lights go off. That’s a huge advantage for your company to have especially when you’re looking to promote special projects or target keywords that your SEO campaign has not achieved results for yet.  It is also a fabulous way of supplementing other brand awareness campaigns or ranking for keywords in a highly competitive industry as well.  


When done correctly PPC advertising can be an integral part of your digital marketing strategy, but you have to understand what you’re doing and be responsible.  So let’s put that pretty little postcard to the side I’m not the expert at 2 lads digital marketing help launch your paid advertising campaigns.

Pay Per Click Case Study

Our client, WCI Communities hired Two Labs Digital Marketing to generate more new home buyer inquiries through Google Ads.  Within three months we achieved the following results:


Reduced spend by 23% and obtained all monthly lead goals

Reduced cost per lead by 43%

Reduced average cost per click by 31%

Increased monthly clicks 27%

Increased click-through rate by 50%

The Key Pillars of Our PPC Campaign Strategy

Spiderman always said, “with great power comes great responsibility”. Here at 2 Labs Digital Marketing,  we take that very seriously when creating a great performing paid advertising campaign for you. Here are our five key pillars:


Profitable Pay Per Click Requires A Strong Strategic Plan

If you’ve tried yourself or hired an agency to run a PPC campaign with Google Ads and it was unsuccessful, don’t give up. There are many reasons why your Google Ads could be underperforming. Let’s cover some common Google Ads best practices.

Don't Run Broad Keywords

If your a roofer and you are looking for new clients for roof repair, don’t bid on a term like “roofing repairs”, but expand your terms to include your city or county. Maybe a community name too! Example: “Roof Repairs Tampa”. If your keywords are too broad, Google will be placing your ad in front of the wrong audience which means fewer clicks and a higher ad spend.

Don't Run Ads That Do Not Match Your Keywords

Your headline and ad copy need to match the keywords you’re bidding on, and the solution your ad is marketing needs to solve whatever pain point that searcher is experiencing. Example ad headline: Need A Roof Repair In Trinity?

Increase Quality Score

Your Quality Score (QS) is how Google determines how your ad should rank. The higher your rank, the better your placements at a lower cost per click than your competitors. If your quality score is low, you’ll have fewer eyeballs on your ad and fewer chances to convert. Google will tell you your Quality Score, but improving it is up to you. How do you do that? Keep keywords tight and no more than 5 keywords to an Ad Group. Make sure the Ad is spot on and your landing page is tailored to those keywords.

Landing Page Quality

Writing ads and having the right keywords is a big part of the battle. Your efforts shouldn’t stop there! What is the user’s experience after the click is just as important. Why? A couple of reasons. 1) Can set off Google’s automated click fraud detection and give you dollars back. 2) Can lead to the advertiser stopping this type of advertising and thus Google loses revenue.

So ask yourself, What does your user see once they click your ad? Is your landing page optimized for conversions, meaning does it use the same keywords? Does the page solve your user’s pain points or answer their question? Your user should experience a seamless transition through to the conversion.