When your goal is a long-term, successful PPC campaign that brings you a steady stream of qualified leads, you need to run A/B continuously.
Also known as split testing in digital marketing, this is the only reliable way to determine which variables contribute to higher conversions and profits.
Once you pinpoint the profitable ad variations, you can implement them across all of your campaigns for the best results.
In general, the idea is to run two or more simultaneous Google Ads campaigns that differ in small ways, both in your ad and your landing pages. You start with a main campaign as your control, and then create additional ads and landing pages with slight differences to see how well they perform against each other.
After a period of time, you’ll know which ads and landing pages perform the best. From there, you can analyze which variables are present on your high-performing ads and pages, apply them to all of your campaigns, and then start testing other elements to get even better results.
For example, you might run five campaigns with the same ad, but users are redirected to five different landing pages, each with a unique heading. Or, your landing pages might have a different format, colors, or typography. You can test any element, no matter how small, and sometimes it’s the small things that count most.
If you’re curious about split testing your PPC ads, this article will help you understand how this process works and how to apply it in your campaigns.
You can run an A/B test for just about any element you can alter in your Google Ads campaign. For example, it’s common for people to test the following:
There are two main elements that power A/B testing: time and structure. Let’s look at each of these in-depth.
Running digital marketing A/B tests is easy, but you need to set it up to extract actionable insights, and that’s where things can get a little challenging. If you follow these tips, you’ll have an easier time.
Your control campaign is the original, unaltered version. Always keep your control running alongside additional campaigns with changes. After your tests, when you find your highest performing campaign, that should become your new control to replace the old. From there, you’ll aim to beat your control once more by testing new elements.
Repeat this process indefinitely, and always remember to maintain your control so you can see what elements are performing better against your existing standard.
The first thing to remember is not to attempt to test too many variables at once. Testing multiple things at once will make it hard to know which change is responsible for an increase or decrease in conversions. Stick to testing a single variable until you’re satisfied with those results and then start testing the next element.
When running a test, you’ll need ample time to generate enough traffic, clicks, and sales to see what’s working between each version being tested. You won’t get results overnight or even in a week. Your A/B tests need to run long enough to create statistical significance in the results.
The suggested time period is however long it takes to reach 10,000 sessions, also known as the “10,000 experiments rule.” This is an alternative version of the concept that it takes 10,000 hours to become proficient in a given skill. The idea behind this is that deliberate experimentation is more valuable than deliberate practice. It’s true – if you don’t experiment deliberately, you won’t get the data you need to see what’s working in your PPC campaigns. However, 10,000 experiments (or 10,000 interactions) can seem like a bit much for smaller businesses.
Reaching this goal could take months for many organizations that don’t have a massive PPC budget. However, if this applies to you, set a goal to reach 1,000 sessions or put a cap on your tests at the 60-day mark. Either way, just wait until you have a decent amount of data to work with even if you don’t reach that 10,000 mark.
Running split tests without specified goals isn’t going to help you. It’s crucial to know exactly what you want to get out of your tests. For example, everyone wants more leads, but what does that look like beyond the surface? Would you feel like you achieved your goal if you got 500 new leads that never make a purchase? Or do you only consider it a success if you generate targeted leads that at least have the potential to buy in the future?
Getting targeted leads is just one example of a specific goal. You may want leads who will sign up for your email list and then watch a video or follow you on Instagram. For long-term success, you’ll want to align your A/B tests with your goals, otherwise you could spend years testing the wrong elements – the ones that don’t directly influence the actions you’re trying to elicit.
To get actionable insight from your tests, you’ll want to identify the metrics that denote success or failure other than just the number of leads you collect. These might include:
To make improvements, you have to know how your experiments are performing.
Figuring out if your tests are successful requires some serious data analytics. You’ll need to analyze a handful of key metrics to see how people are reacting to the changes you’ve made, and you can accomplish this with a visual form of behavioral analytics. According to Investopedia, behavioral analytics can support a number of different hypotheses at once and makes it easier to evaluate your experiments.
When you have a visual data report of your tests, it’s easier to understand which elements are supporting your goals and if a certain version of your ad copy is good enough to apply to all of your PPC campaigns and/or become your new control. Additionally, tracking key performance indicators will help determine whether your adjustments are driving meaningful engagement and conversions.
Also called session replays, this is where a user’s actions are recorded as they interact with your website. Mouse movements, clicks and taps, and scrolling are the most common actions recorded.
Implementing session recordings into your split tests can help you improve your PPC ad campaigns immensely. Not only will you have data, but you’ll have a real-time account of how users interacted with your page, which will give you some specifics you can’t get any other way. For instance, a user might start to fill out a contact form and then stop at a certain question. Or, they might abandon the checkout process at a certain stage and their mouse clicks might tell you why.
Session replays are an excellent way to improve your conversion rate, and when paired with A/B testing, they’re even more powerful.
Heatmaps can provide you with valuable insight into which parts of your web pages are performing well (or not). These maps will show you where your visitors are focusing most of their attention, where they’re clicking, if and how long they’re scrolling, and what might be distracting them from taking the desired action.
For example, a scrolling heatmap can tell you if users even saw your CTA. Perhaps many don’t scroll down far enough, and you’ll need to move the CTA higher up on the page. If you don’t use a heatmap, you won’t know that many of your visitors never even saw your CTA. All you’ll know is that you didn’t get clicks. This could lead in circles, causing you to test different CTAs, when your original one might be just fine when made more visible.
Sometimes, it’s your traffic source that supports a more successful Google Ads PPC campaign. Make sure you’re tracking where your visitors come from so you can determine which traffic sources lead to higher conversion rates. You might find some sources to be complete duds, and that means you’re either targeting the wrong audience within that PPC platform or the platform itself isn’t where your market spends time.
Many businesses run PPC ads on every platform they can find, like Instagram, Facebook, Twitter, LinkedIn, and Google Ads. However, some markets rarely (or never) spend time on certain platforms. For example, if you’re trying to reach a highly technical and scientific-minded market, you probably won’t reach many people on Instagram. Sure, there are plenty of science-related accounts, but they’re not usually scholarly. It just doesn’t attract that type of market. Instagram is more for entertainment and visual appeal than sharing scientific research, discoveries, and theories.
If you discover that some of your traffic sources aren’t producing conversions, reconsider if you’re on the right platform. If you think you are, then start adjusting your target audience. If that doesn’t generate more leads, consider abandoning the platform because it’s not worth wasting ad spend where you aren’t getting results.
A/B testing is a crucial component in your Google Ads PPC lead generating campaign. The key is to define your paid search goals before setting up your experiments, and only test one change at a time.
Be willing to wait for statistically significant results so that you can know for sure that you’re making the right changes. Keep your control clean and consistent but replace it when you find a new ad or landing page that consistently achieves a higher conversion rate.
Last, don’t stop split testing when you get your first taste of success because there’s always room for improvement and you can always do better. You’ll need to adjust your goals and hypotheses over time, but that’s just part of the process. Split testing should be a continuous endeavor and if you get stuck, you can always reach out to a professional PPC marketing company.
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When this apartment complex client partnered with PPC.co, their goal was clear: generate more qualified leads through Google Ads. In just 60 days—from January to March 2025—we transformed their paid acquisition performance. Total conversions more than tripled, jumping from 10 to 32, while the overall conversion rate soared by over 300%. At the same time, we drove down the cost per conversion by 44%, delivering significantly more leads at a much lower cost.
By strategically combining Performance Max and high-intent Search campaigns, we not only increased lead volume but improved overall efficiency and ROI. This rapid and measurable improvement underscores the value of data-driven optimization and expert campaign management.
This case study is a testament to what can happen when a well-structured campaign meets expert strategy and continuous optimization. Whether you're launching a new property or looking to boost occupancy in a competitive market, PPC.co delivers real results—fast.
Ready to grow your leads and lower your cost per conversion?
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Whether you’re a life coach or a business coach, you need a steady flow of leads to stay profitable. It’s not enough to post on social media. No matter how popular you become, being well-liked and even loved doesn’t guarantee clients.
For coaching businesses, pay-per-click (PPC) campaigns can be a powerful way to attract high-intent leads – people actively looking for transformation, accountability, and clarity. But you can’t just throw some ads up on Google and expect results. You need a strategy that uses the right targeting, messaging, and structure to avoid expensive lessons in trial and error.
In this guide, we’ll break down the essentials of building cost-effective PPC campaigns designed specifically for coaches who want conversions, clients, and growth.
The first step to creating any high-performing PPC campaign is identifying what your potential clients are searching for online. PPC ads show up in search results (Google, Bing) and social media feeds (Facebook, LinkedIn, TikTok) based on the phrases users type into the search bar when looking for content.
To get your ads seen by your ideal clients, you’ll need to tap into their innermost thoughts – like a burned out executive searching TikTok at 2:00 a.m. for “how to find my purpose” or “how to get a promotion.” You’ll want to target searches that indicate the user is unhappy and is looking for a solution that coaching can help them achieve.
Not all keywords are equal. You’ll get more leads that convert by targeting keywords that indicate a user is ready to take action. Use tools like Google Keyword Planner, Semrush, and Ubersuggest to find keywords with strong intent. High-intent searches might include phrases like:
· Business coach for entrepreneurs
· Life coaching to reduce stress
· Life coaching to find my purpose
· How to grow my small business fast
· Career transition coaching
These and similar phrases related to your coaching business will be the foundation for your paid ad campaign on any platform.
The customer journey consists of three stages that lead someone into the buying stage:
· Stage 1: Awareness. The prospect is aware they need help, but they don’t know exactly what they need or how to get it.
· Stage 2: Consideration. The prospect has named their problem and are actively looking for a solution.
· Stage 3: Decision. The prospect knows they want to work with a coach, and they’re in the process of deciding who to work with.
If you’re running a full marketing campaign with email marketing, you’ll want to run ads that address leads in all three stages. The people you capture in stages one and two will need to be nurtured over time through email. Leads you capture in stage 3 can be more easily turned into a paying client faster. If you aren’t capturing emails yet, only target leads in stages two and three for the best results.
No matter what type of coach you are, your ideal clients will have a variety of goals and pain points. Not everyone will share the same concerns or desires. For example, some business owners want to grow their business and open new locations, while others want to build a stronger team or increase their revenue. Some life coaching clients want better relationships while others want to find their life purpose. When you run ads, your target market needs to think, “this ad is for me.” Generic copy won’t cut it.
You’ll need to run a different ad campaign aimed at each client avatar. To get the most conversions, you’ll need to reach one avatar at a time. Speaking to one avatar in your ads and landing page copy allows you to go deep into their needs, fears, hopes, worries, and concerns. The more specifically you can connect with people, the more likely they are to convert.
To figure out what your ideal clients want, think about their struggles and the potential keywords they might be searching on various platforms. For example, a lot of people are unhappy at work. In this case, potential keywords they might be searching for include:
· How to find a job that doesn’t suck
· How to handle conflict at work
· How to win respect at work
Once you know the pain points you want to target, craft your messages so they speak to emotional triggers. People respond to a sense of urgency (“Burned out? Don’t wait”), personal growth promises (“Find your life purpose in 90 days”), and emotional relief (“Stop second-guessing yourself”). Speak to where your ideal client is right now and show them you can take them where they want to be.
Using this information, you’ll craft ads with headlines, copy, and corresponding landing page copy that speaks directly to your ideal clients. For example, your ads might look like this:
Problem/Keyword search: How to find a job that doesn’t suck
Ad headline: Hate Mondays? Let’s Fix That.
Ad copy:
You spend 90,000 hours of your life at work. Shouldn’t more of them feel fulfilling? Learn how to reconnect with purpose and enjoy what you do. Book your free clarity call now.
Problem/Keyword search: How to handle conflict at work
Ad headline: Tired of Office Drama? Here’s Your Way Out
Ad copy:
Learn strategies to set boundaries and manage work conflict like a pro. Click for a free strategy session.
Problem/Keyword search: How to win respect at work
Ad headline: Feel Invisible at Work? Let’s Change That
Ad copy:
You’ve got the skills. You put in the hours. But the recognition never follows. Sound familiar? Respect isn’t about being louder – it’s about confidence, clarity, and strategy. Book your free consultation and finally be recognized for your full value.
Just like each of your ads target a specific avatar, your landing pages need to do the same. Don’t send traffic to your homepage. Your landing page should reflect exactly what your ad promised.
If your ad says, “Executive Coaching for Burnout Recovery,” then the landing page should address burnout, speak directly to executive professionals, and offer a call-to-action (CTA) for a discovery call.
Effective landing pages consist of the following elements:
· A dedicated page made just for your ad
· A seamless transition from ad to landing page
· A clear headline that addresses the pain point directly
· Testimonials or results from real clients if possible
· A strong CTA, like “Book your free 30-minute breakthrough session”
· A clickable phone number or link to book a call immediately
Remember, you’re not selling coaching services. You’re selling a better version of your prospect’s life. Make sure your copy reflects that.
Coaches often underspend on ads, thinking they can game the system with just $5/day. That’s not an effective strategy. What you may not realize is that setting a low budget actually reduces the number of people who see your ad. Your ad visibility increases the more you spend.
Start with a modest, but meaningful budget of at least $1,500-$2,000 per month. The good news is your cost per click (CPC) will be significantly lower than other industries, like legal and insurance. However, if you’re not sure how to set a PPC budget or handle bidding strategies, hire a professional PPC agency to manage your ads. It’s the easiest way to avoid costly mistakes.
Your ads should target the right people at the right time.
First, think about your ideal client who is looking for your services.
Who hires coaches? Usually, it’s:
· Entrepreneurs who feel stuck or overwhelmed
· People who want to start a business, but don’t know where to begin
· Mid-level professionals seeking career growth
· High achievers facing burnout
· People at a personal crossroads (divorce, job loss, mid-life crisis, etc.)
Once you pinpoint who might be looking for your services, you’ll need to choose the right advertising platforms. Your main options are:
· TikTok Ads
· Instagram Ads
· Pinterest Ads
Advertising on each of these platforms comes with pros and cons – some are specific to coaching services. For example, while Pinterest is likely cheaper than Google, Pinterest leads might not be committed. However, TikTok and YouTube users frequently search for solutions to specific problems.
You might be surprised to learn that TikTok is a gold mine for coaching businesses. It’s not just an app for teens. Over 71% of TikTok’s users are between 18-34 years old, and 32% are 25-34 years old.
Unlike other platforms, TikTok doesn’t function like a typical social media platform where the purpose is to build a community. It’s more like an outreach platform and people are constantly discovering new content creators. The algorithm’s goal is to get as many people watching content for as long as possible. To achieve this, users are given content based on their interests, not just from people they follow. You don’t need followers or viral content to get seen. Each video stands alone in the algorithm and has an equal chance at getting attention.
People use TikTok to find insights and advice on just about everything you can imagine, including personal and business-related situations. While you can run ads on TikTok without a following, it helps to have an established account with solid content. You’ll build more momentum this way, and you can boost your native content to earn more trust across the platform.
Additionally, TikTok ads can target users based on hashtag interactions. People use hashtags on TikTok to find content more than any other platform. If you’re not advertising on TikTok, you’re missing out on clients.
Coaching clients aren’t impulse buyers, and they need to see your face and personality to know if they want to work with you. Wherever you run ads, you can expect people to click on your account to check you out. You’ll get more conversions by publishing short, engaging videos that show your authenticity and provide inspiration and support.
Whichever platform(s) you choose to advertise on, make use of custom audiences to target your potential leads as specifically as possible.
Everyone wants clarity, but not everyone wants to pay for it. That’s why you need to block certain searches using negative keywords. You don’t want your ads to show up for people who are just curious, looking for freebies, or looking for unrelated services. They’ll just click on your ads, waste your ad budget, and potentially waste your time if they sign up for a free call.
Suggested negative keywords for coaches include:
· Free coaching session
· Coach training program (these people want to be coaches, not hire one)
· Sample coaching questions
· Coaching worksheets pdf
Defining these and similar negative keywords will keep your clicks high-quality and your cost per lead low.
It can be exciting to see how many people are viewing and clicking on your ads, and there is a time and place to assess impressions and clicks. However, unless you’re focused on optimizing your ads, forget click-through rates (CTR) and look at how many calls you’re getting booked, how many contact forms are being submitted, and how many email addresses you’re collecting through your lead magnet downloads.
It’s crucial to know which campaigns are bringing you results so you can cut the ones that aren’t working.
People don’t usually buy high-ticket coaching packages the first time around. They need time to research, investigate, and consider their options. You might get some clicks and email signups from your ads that don’t turn into paying clients right away. That’s where remarketing comes in.
Set up ads on Google and Facebook to follow users who have already clicked on your ads and visited your website. Since these ads will be displayed only to people who have already interacted with your brand, you can use different value points to engage them, like testimonials, free guides, and limited-time offers.
Facebook retargeting options are pretty specific compared to other platforms. Since Facebook and Instagram are both owned by Meta, you can target people who have interacted with your Instagram page, too. You can even upload a list of your existing email subscribers from your segment that hasn’t yet converted and target them with relevant ads.
At PPC.co, we help life and business coaches run PPC campaigns that turn clicks into clients. Whether you’re scaling a coaching business or launching your first coaching program, we’ll help you connect with the people actively searching for your services.
Contact us today for a free digital marketing consultation and let’s start turning your ads into paying clients.
