In order to get a positive return on investment with your pay-per-click (PPC) ad campaign, you need to pay attention to the numbers.
That’s really all PPC Online advertising is – a numbers game. And if you get the numbers right, you win.
But which numbers matter most? And how can you boost those numbers as much as possible to increase your success and revenue?
Well, it all starts with a good click-through rate (CTR).
In this article, we’re going to dive into the nitty-gritty of what click through rate is, why it’s important, what percentages you should be aiming for, and clever (somewhat random) ways you can get better results.
Let’s go all the way back to the basics and dig into what the Average click through rate(CTR) metric represents, how to calculate it, and all of the basic 101-level information that usually gets glossed over.
If you already know this stuff, great – consider it a quick refresher (or move on to the section below on benchmark PPC CTR rates). If you’re totally new to the PPC game, then this will give you a baseline understanding so that everything else we’re about to discuss will make sense.
So, without further ado, let’s get into the definition.
An Average click through rate(CTR), is basically the percentage of impressions that result in total number of clicks. In order to calculate this number, you simply take the number of clicks and divide it by the total number of impressions (people who saw the ad). Then you multiply that number by 100.
For example, let’s say your online ad got 5,000 impressions and 75 people clicked. The equation would look like this:
(75 / 5,000) x 100
The result is (.015) x (100). This comes out to 1.5 percent. This is your click-through rate. It means 1.5 percent of people who saw your online ad clicked.
Okay, great – but so what?
The simplest answer is that the click-throughs on paid ad platforms like Google and Facebook use Average click through rate CTR to quickly evaluate the health and value of an ad. If lots of people are clicking, then it tells the algorithm that this is an attractive ad that’s making them lots of money. And if the ad is making them lots of money, they want to make sure you keep serving the ad. This leads them to lower the cost per click (CPC) as a way of incentivizing you to continue online advertising on their network.
In the case of Google Ads management,(CTR) also impacts something known as a “Quality Score.” This score is awarded on a 1-10 scale and is determined by a mixture of factors like Average click through rate(CTR), landing page UX, and ad relevance.
An ad’s Quality Score impacts its “Ad Rank,” which Google uses to determine where ads show up on search results. A high CTR leads to a higher Quality Score, which in turn leads to a higher Ad Rank. This ends up putting your ad in front of more of your target customers at a lower price.
If that’s all a bit confusing, here’s a simple visual to make it easier:
CTR → Quality Score → Ad Rank → PPC Ad Placement → Higher CTR
It’s basically a self-feeding cycle. As your CTR increases, so do all of the other metrics. This usually leads to a higher CTR, which…well, you get the picture.
Once you understand what (CTR) is and why it’s important for PPC ads, the next logical question is, what’s a good click-through rate?
The answer is…it depends!
I know – that’s not the answer you’re looking for – but we’re going to take a deeper dive in just a moment. The point is that there’s no concrete figure. There are dozens of circumstantial variables that come into play based on your product, industry, creative, and the PPC platform (Google vs. Facebook vs. Others).
When evaluating baseline PPC CTR, there are a few quick factors you can take into account right from the start. This includes (a) how the ad is being displayed, and (b) the industry you’re in.
Let’s start with how the ad is being displayed. With Google ads, there are two different networks. You have the Google or other search engines network and the Google display network.
The search network includes text-based ads that pop up within Google search results (at the top and bottom of the page). The display network serves ads on other websites. These are typically image-based ads and banners.
Google search network ads tend to have a slightly better click through rate(CTR), simply because they appear within the search results. Averages across all industries are usually somewhere in the 1.75 – 2.00 percent range.
Ads in the Google display network are usually much lower – somewhere south of 0.50 percent. (This is due to the fact that many users use ad blockers and other plugins that make it less likely they’ll even see the ad.)
When it comes to the industry, the average click through rate(CTR) can change dramatically from one sector to another. Here are some examples pulled from recent reports:
As you can see, the standard from industry to industry is different. Achieving a 4 percent CTR in dating and personals might be extremely low, whereas it would be an incredible rate in technology. This just goes to show there are a lot of unique factors in play.
Even within specific industries, averages vary based on the offer, type of product, brand, etc.
The fact that click-through rates vary so much can actually be viewed as a good thing. It means you always have the ability to increase your numbers. And, sometimes, all it takes is a little creativity.
Now that we have some basic context established, let’s dig into the juicy stuff. How can you improve your PPC click-through rates so that you stand a better chance of producing conversion rate and increasing revenue?
Here are several suggestions:
Humans have a wide range of emotions. And while we like to assume that we’re fairly rational creatures who make logical decisions after having all of the facts laid out for us, the truth is that we typically act on emotion (then justify with logic after the fact).
As an advertiser, you can use this little bit of knowledge to your advantage. Avoid the logical plea and get emotional. Ethically leveraging love, fear, hope, belonging, shock, and surprise can help you get better click-through rates.
For example, let’s say you’re running an ad for roses during Valentine’s. Leading with something like “2 Dozen Roses for Just $29” is actually a fairly weak hook. You might make a few sales, but there’s nothing other than price at play. What about all of the buyers who are less price sensitive?
A better ad might read: “She Thinks You Forgot. Roses Delivered Same Day.” Do you see how much better this ad copy is? It makes an emotional appeal – not just a logical dollars and cents pitch.
Questions can be powerful when used appropriately in your PPC ads management. People are naturally curious and posing the right query can get people thinking about things through whatever filter or context you’d like.
When asking questions, try wording them in a way that the answer is obvious. (Not only that, but the answer should be obvious and certain to push them closer to clicking.)
Going back to our roses example, you could do something like this: “Miss Her Birthday Again? 2 Dozen Roses Will Do The Trick.”
Or if you’re a financial advisor: “Unprepared for Retirement? Learn How to Create a Guaranteed Stream of Income in Your Golden Years.”
A good question can save valuable space in your ad by letting your prospect tell themselves why they should click. This can be more powerful than using a direct command.
Humans have a huge, oversized fear of missing out on something. You might even say this is a distinctly human trait. Dogs don’t see other dogs walking with their owners as the sun goes down and think to themselves, “No! I hope I don’t miss out on a walk with my owner before the sun sets!” Now, if you tell a dog that you’re going on a walk, they might get really excited. (And they might even get sad if you’re then unable to take them out.) But they don’t have a fear of missing out.
With humans, we’re constantly fearful of being left out or missing the boat. In many cases, we’ll do anything to avoid this feeling – even if it means spending time or money on something we might not truly need.
In advertising, you can tap into FOMO by creating urgency and/or playing the scarcity card. You can do this by setting a deadline for a sale, releasing a limited order quantity, or using some sort of tiered discount based on when people place an order.
While not perfect for every brand, humor can be a very useful mechanism for increasing click through rate(CTR) and getting a better response. Having said that, it’s a somewhat risky play – simply because everyone has a unique sense of humor. You could easily miss the mark and drive your click through rate(CTR) close to zero.
If you’re going to attempt humor in your ads, we recommend running multiple variations. Have a humorous version and a non-humorous version and split test the same ad creative. This will give you a pretty good feel for the response. After gathering enough data, you can make a decision on whether to move forward with the funny ad or nix it.
We can talk all we want about ad creatives, copy, and other elements, but it all comes down to ad-audience fit. If you aren’t focusing on the right audience, you aren’t going to have high CTRs.
For Facebook in particular, where you have a massive amount of control over your audience, niching down to a very specific part of the market is going to give you the ability to create much more targeted ad copy and images that resonate.
For example, don’t just target business owners. Target restaurant owners. And then split your ad campaign up so that you can target South Carolina restaurant owners and California restaurant owners separately. This gives you so much more relevancy and control.
One school of thought says you should max out your ad by using every single character you’re allowed to use within the character limit. But is this really the best way to go?
There’s ample research to suggest shorter ads (particularly on Facebook) get more number of clicks and better engagement. In fact, as character count increases, response rates steadily fall off.
The fact that shorter ads do better is likely due to the fact that people have very small attention spans. An ad that can be consumed in three seconds is much more enticing than an ad that takes 90 seconds to read. Even if your copy is great and you can effortlessly compel people to read sentence after sentence with mouth-watering copy, there’s simply too much friction to attract a large percentage of your audience. Keep it short!
When dealing with Google display network ads and/or Facebook ads, the image is the most important part. People will process the image long before they read the copy or call-to-action. So when you run an ad, always split test at least three different images. This will give you a feel for what your customers respond to best.
PPC is both an art and a science. It requires equal parts creativity, technical competence, and experience. If you’re lacking in any of these three areas, you aren’t going to get the sort of results you need.
But there’s good news: We can help.
At PPC.co, we partner with entrepreneurs, digital marketers & email marketers/ email marketing professionals, agencies, startups, small businesses, and established enterprises to make PPC advertising a smooth, seamless experience that ultimately results in more clicks and conversion rate.
Want to learn more about whether we’re a good fit for each other? Let’s chat!
%201.svg){kind=logo}
When you’re a plumber relying on a steady flow of leads to be profitable, it’s not enough to get your leads through word-of-mouth alone. That may work if you’re only a two-person team, but if you plan to grow your business, you’ll need to start marketing your services, specifically with PPC advertising.
Pay-per-click (PPC) ads are a beneficial form of advertising, but they can be a source of leads or a money pit for plumbers. When done right, PPC helps plumbing companies generate targeted leads looking for services, but poorly-crafted PPC campaigns can burn through a budget without results. The good news is with smart targeting, strategic bidding, and continual optimization, plumbers can generate qualified leads at a cost that provides a positive ROI. Here’s how pay-per-click (PPC) advertising is done for lead generation for plumbing businesses.
The biggest mistake plumbers make is targeting a broad area rather than a specific local area. Hitting your target audience by demographic and location will be critical to be most efficient in your PPC ad spend. Even when your company serves customers throughout several counties, you’ll want to create ad campaigns that target each individual city or county. If your ads are reaching people outside of your service area, you’re paying for clicks that won’t turn into paying customers.
An easy way to prevent this problem is to use location targeting inside of your PPC account to set your target location by zip codes, cities, or a custom radius around your main location. This will ensure your ads will only be seen by leads you can actually convert.
You’ll also want to explicitly exclude areas you don’t serve. For example, you might serve a whole county with the exception of a couple cities or neighborhoods because of traffic congestion or licensing issues. Make sure to add these locations as exclusions in your ad campaign settings to avoid wasting money.
The keywords that will bring you the best leads are keywords that signal high intent to purchase. This includes terms like “emergency plumber near me,” “24-hour plumber,” “toilet overflowing fix,” or “fix for busted pipe.” The people who search for these terms aren’t just casual browsers. They’re people who need a plumber immediately.
This type of expert keyword research isn't necessarily rocket science, but it's critical for your rankings in search engine results pages.
Prioritize these keywords and increase your bid to capture more of these leads.
Avoid using the kinds of keywords that will attract people who aren’t likely to hire you for plumbing services. For example, terms like “DIY toilet repair” or “how to fix (fixture)” will rarely lead to calls. People who search for these phrases are usually just looking for ways to fix their own problem, so filter them out.
When people need a plumber, they want to call and get someone out fast, especially if their basement is flooding or they’re dealing with a busted pipe in the house. Google offers call-only ads that let users tap to call you immediately from search results rather than click to visit your website, where they’d need to search for a way to contact you. This ad type alone will increase your conversions.
It’s crucial to use ad tracking tools like Google’s call forwarding or third-party platforms that track which ads generate your phone calls. Knowing what ads are driving your best leads will help you do more of what works and eliminate what doesn’t.
Since most leads will want to call you immediately, only schedule your ads to run when you’ll be available to answer the phone. If you don’t offer 24/7 emergency services and don’t answer your phone at 2 AM, don’t schedule your ads to run until the start of your business day.
Depending on your location and services, you might get more calls on weekdays or weekends. To find out your peak, check your reports to see when you’re getting the most calls and then adjust when you run your ads based on your actual performance data.
Don’t create complicated, wordy ads. Use simple, clear, and direct headlines that speak directly to the problems your leads may be dealing with. They’re going to be drawn to ads that promise to help them with real problems. For example, write headlines like “Broken water heater? Get 24/7 help,” “Clogged drains fixed fast,” and “Overflowing toilet? Get help now.”
In your ad copy, it helps to use location-specific phrases. For example, you might write “Serving Phoenix homes since 2001.” Doing this helps build trust and establishes relevancy.
For Google Ads that send visitors directly to your website, you’ll need to optimize your landing pages for conversion. The following elements are essential:
· Landing page copy that matches your ad. To create a seamless experience, don’t send leads to your home page. Send them to a landing page that matches your ad. For example, if your ad targets people with a clogged drain, ensure your landing page speaks to people with a clogged drain.
· An easy-to-find phone number. Your phone number should be readily visible on every page of your website, including all of your landing pages. The ideal place is in the top right corner of every page header.
· A click-to-call button. It’s easier for mobile leads to click to bring up your phone number in their dial pad rather than forcing them to write down a phone number they’ll need to then dial.
· A call-to-action (CTA). Leads need to be told what to do. Be direct and tell them to call you now for an estimate or to schedule a service call.
Your search ads will only bring you potential leads. Your landing pages are responsible for converting potential customers into paying customers.
To maximize your ROI without wasting money, you’ll want to set a realistic daily budget and scale it only when you know you’re ready. Most local service providers stick with a $10-$50/day budget, but it depends on the industry and your location.
Over time, you’ll find that some campaigns are working better than others. A varied performance can be caused by a variety of factors, and you’ll need to take a close look before making any changes. For example, underperforming keywords and plumbing ads that don’t get many clicks should be paused. However, if your ads are getting clicks, but limited conversions, you’ll want to tweak your landing page copy and/or your offer.
Sometimes irrelevant keyword searches will display your ads, so if you can come up with a list of keywords related to services you don’t provide, you can limit where your ads show up. For example, if you don’t offer sewer camera inspections, make “sewer camera” a negative keyword. If you don’t service septic systems, make “septic” a negative keyword. Doing this will prevent clicks from irrelevant leads.
Local Service Ads appear at the top of Google’s search results above the typical PPC text ads and organic listings. LSAs are pay-per-lead, not pay-per-click, which makes them even more profitable. With LSAs, you only pay when a lead contacts you directly through your ad, either by calling you or messaging you. This is a much safer way to manage your ad spend and generate qualified leads. It’s also an easier way to capture bottom-of-the-funnel leads who need emergency plumbing services.
To set up these ads, head over to Google’s LSA page and click “get started.” You’ll be prompted to go through the setup process, which includes confirming your business eligibility. To complete the process, you’ll need your business license, general liability insurance proof, and at least one Google Business Profile with positive reviews. The system will then ask you to choose the zip codes or cities you serve, list the types of services you provide, and set your weekly budget. Once you submit the form and pass Google’s screening process, you’ll start showing up in results for searches related to your business.
Try to get as many positive reviews on your Google Business Profile as possible since businesses with better reviews tend to rank higher with Local Service Ads. Also, keep in mind that Google tracks your response times, and the faster you reply, the better placement you’ll get. Unlike PPC ads, you can request refunds from leads that aren’t relevant, like leads requesting the wrong services or who are outside your service area.
It’s important to take advantage of these ads because it’s an easy way to get your business listed at the top of search results pages when people search for terms like “plumber near me.” It’s easier than waiting months for SEO to kick in, and it will bring you immediate leads. People will see your reviews and your Google Guaranteed badge, which will boost your credibility.
Getting your business verified by Google will give you a green checkmark next to your business name in your Local Service Ads. It tells customers that Google has personally verified your business, you’ve passed a background check, your insurance has been verified, and Google Ads will back your services with up to $2,000 in reimbursement if a customer isn’t satisfied with your services.
Getting this badge can boost your visibility and credibility, which can get you more clicks, leads, and paying customers. It will also help you rank higher in the list of LSAs.
To get this green checkmark, you need to get approved for Google LSAs. Once you’re approved for LSAs, you’ll get the “Google Guaranteed” checkmark badge automatically. Just make sure you renew your insurance policy on time, maintain a high review rating, and keep responding to leads quickly. If you don’t maintain these things, Google Ads might remove your badge.
You can’t improve what you don’t track. Track your critical metrics, including call tracking, form tracking, and chat tracking. Run regular reports and check in with your ad campaign performance on a regular basis. It will take a little bit of time to gather enough data to make informed decisions, but the sooner you catch underperforming ads, the sooner you can make necessary changes.
It’s important to split test ads to see what elements drive the most conversions. Split testing, also called A/B testing, is where you run two nearly identical ads, but with one small difference between them. The difference could be a headline, colors, an image, the main copy, or the CTA. Once you run the ads long enough, take the winning ad and change one more element to test. Repeat this process by changing just one element at a time to see which version performs better. Use Google keyword planner to help navigate this. When done correctly, your clicks should increase over time.
Getting satisfied customers to review you is crucial, and as previously discussed, it can impact how your Local Service Ads show up. Reviews can also impact how you show up in the Local Pack. The more high-quality, genuine, recent reviews you have, the more likely you are to show up in search results. You’re also more likely to get clicks.
Positive reviews act as social proof that helps customers choose which business to call. You could have the best ad copy in the world, but if your competitor has 150 five-star reviews and you only have 6 reviews from 2019, customers will choose them over you.
It’s easy to get clicks, but getting real leads from search engines– the kind that book your plumbing services – takes work. For plumbers, a strong PPC strategy can make the difference between getting steady jobs or wasting cash. By targeting high intention search terms, targeting narrow service areas, and optimizing your ads, you can create high-performing ads that deliver real results without burning through your marketing budget.
Lead generation is critical for your plumbing business, but when done without a positive return on investment, it's foolish.
Whether you’re new to PPC ads, or you’re tired of wasting money on ads that don’t generate calls, we’d love to help you get real results. Our PPC experts specialize in helping local service businesses in the plumbing industry just like yours attract high intent plumbing leads, reduce wasted ad spend, and grow predictable revenue.
Contact us now for a free evaluation for your lead generation strategies, PPC campaigns and search engine optimization services – we’d love to help.
Pay-per-click (PPC) advertising is the lifeblood of modern digital marketing, a finely tuned machine designed to separate serious advertisers from those who enjoy setting their money on fire. At its core, PPC is about buying attention—whether it’s from Google Ads, Facebook (or should we say Meta?) Ads, LinkedIn’s overpriced clicks, or whatever ad network is currently promising “unprecedented results.” The trick, of course, is making sure that the attention you’re paying for actually turns into conversions, and not just a collection of clicks that lead nowhere.
This guide is for marketers who already know the basics and are ready to squeeze every last drop of ROI from their PPC campaigns. If you’re looking for a “Beginner’s Guide to Google Ads,” this isn’t it. But if you’re tired of watching your ad spend disappear into the void and want to start running PPC like a ruthless efficiency machine, read on.
There’s nothing quite as tragic as a PPC campaign with no clear objective. Running ads without goals is like throwing darts blindfolded—sure, you might hit the board occasionally, but mostly you’re just making a mess. Before you even think about setting up a campaign, define what success looks like. Are you driving leads? Pushing e-commerce sales? Increasing brand awareness (ugh, we’ll get to why that’s usually a waste of money later)? If your goal is just “more clicks,” congratulations—you’ve just fallen for the ultimate PPC scam: paying for traffic that doesn’t convert.
Every campaign should have a quantifiable, measurable outcome tied to business KPIs. That means actual revenue, leads that don’t ghost you, or at the very least, cost per acquisition (CPA) that doesn’t make your CFO break out in hives.
Google Ads is the undisputed king of PPC, but let’s not pretend it’s the only game in town. Depending on your audience and objectives, Meta Ads (Facebook and Instagram) can still be a goldmine—if you’re willing to put up with Meta’s ever-changing rules and the occasional algorithmic meltdown. LinkedIn Ads? Great if you enjoy paying $12 per click for someone who will never fill out your lead form.
And then there’s the rising trend of alternative ad platforms. TikTok Ads are fantastic if you’re targeting Gen Z and have the budget to experiment. Microsoft Ads (formerly Bing Ads) may be the underdog, but they offer cheaper CPCs and a surprising number of high-intent users. If you’re in e-commerce, don’t ignore Amazon Ads—they print money for sellers who get their targeting right.
Google would love for you to just use broad match keywords and let their algorithm “figure things out.” Spoiler alert: this is a terrible idea. Broad match means your ad could show up for searches so unrelated to your business that it’s practically performance art.
Instead, focus on high-intent keywords—the ones that indicate users are actually ready to buy. Long-tail keywords often convert better because they signal more specific intent. The goal is not just to drive traffic, but to attract users who already have their wallets half-open.
Want to know what works? Look at your competitors. Tools like SEMrush, SpyFu, and Google’s Auction Insights let you see what keywords they’re bidding on, which ones they’re ranking for, and—most importantly—where they’re burning money so you don’t have to.
If a competitor is bidding on specific high-intent keywords, that’s your signal to investigate. Either they’re seeing a positive ROI, or they’re making an expensive mistake that you can learn from. Either way, it’s free intelligence.
Great PPC ads aren’t just about catchy headlines—they’re about aligning with search intent, making a compelling offer, and convincing users that clicking your ad is the smartest decision they’ll make today. A well-optimized ad uses clear, persuasive language with a direct CTA, because vague CTAs like “Learn More” are about as useful as a screen door on a submarine.
A/B testing is non-negotiable. Your gut instinct is probably wrong, so test different headlines, CTAs, and descriptions to see what actually drives conversions. If you’re not actively testing, you’re just guessing.
You have about three seconds to convince visitors that they made the right choice clicking your ad. If your landing page loads slowly, looks like it was designed in 2008, or makes users hunt for the CTA, they’re gone.
Your landing page should have a singular focus: conversion. That means no distractions, no unnecessary links, and definitely no autoplay videos that scare people away. A strong landing page aligns perfectly with the ad copy, ensuring a seamless experience from click to conversion.
Nothing kills conversion rates faster than misleading ad-to-landing page alignment. If your ad promises “50% off running shoes” and your landing page is a generic homepage with no mention of that discount, expect a bounce rate that makes your campaign ROI cry. Every landing page should reinforce the ad message, use clear headlines, and make it painfully easy for users to complete the desired action. If a user has to think, they’re already gone.
If you’re still using manual CPC bidding across all campaigns, congratulations—you’re officially working harder, not smarter. Google’s automated bidding strategies have their place, but blindly trusting the algorithm is like handing your credit card to a stranger and hoping for the best.
Smart bidding, when done correctly, can optimize conversions and lower CPA, but it requires constant monitoring. Target ROAS (Return on Ad Spend) and Maximize Conversions can be effective, but only if you have historical data to feed the algorithm. If you’re running a new campaign, manual bidding still gives you more control.
Running PPC without proper tracking is like driving blindfolded and hoping you’ll reach your destination. You need to track not just clicks, but actual conversions, customer lifetime value (CLV), and return on ad spend (ROAS). Google Ads’ built-in tracking is decent, but combining it with Google Analytics, heatmaps, and call tracking will give you a full picture of what’s working.
Scaling PPC isn’t as simple as increasing your budget and watching conversions skyrocket. If you scale too fast, you’ll tank your ROI. The right approach is incremental scaling—gradually increasing spend while monitoring CPA and conversion rates. If your CPA starts climbing faster than your revenue, it’s time to reassess. And if your PPC manager insists that “everything is going great” while your ROAS tells a different story? It might be time for a new PPC manager.
