Have you been thinking about running some Google Ads, but you are not sure what you need to know or what the extensions are for? Google Ads Extensions provide additional data we can add to any ad. Being a free tool, Google Ads Extensions gives us more details for all the Google ads we place, such as locations, additional links, prices, and more. Let’s go over why using Google Ad Extension is a must in any ad campaign and what all of these extensions are used for.
We get asked this question all the time. However, hopefully, you can understand why we would take full advantage of Google Ad Extensions with our answer. If you cannot see the benefits of such a powerful free tool, then allow our team of experts at PPC.co to break it down for you. Rest assured, there is no reason not to be using Google ad extensions unless you like to burn your own money.
Google Ads Extensions increase your Google ads rank. Those Google ads that have a higher ad rank will appear above simple ads during a user’s typical searches. Appearing above simple Google ads benefits your company. Ads at the top of the page are typically clicked more and can also extend how recognizable your brand is. Being free, Google Ads Extensions can increase your ad rank but will not increase your cost per click.
There are no additional costs to add extensions to your ad campaign. The cost per click on the ad, including extensions, will be charged, but no charge for clicks on seller ratings. Examples of this are if someone clicks the location extension to access directions or clicks the call extensions to call the business. For a detailed breakdown of the cost-per-click, Google has some great information.
Long story short, the actual cost per click for ads with extensions is calculated the same as for ads without any ad extension.
These tips will help with which extensions to use.
Extensions can be approved or disapproved, like keywords and ads. If an extension is disapproved, it will need to be re-evaluated and edited to be reviewed before it will automatically begin showing.
Depending on the type of business, the advertisement will be different. Google extensions are mostly automated extensions and will use the best fitting extension depending on what is currently being searched. Information from the homesite and ad-campaign is all calculated when choosing which extension takes priority.
Knowing what each extension can do and what their role is best suited for will be key in making the most of each of them. Keeping the goal of the business in mind while making the most of all ad space is critical when using google ad extension.
Lead form extension’s will help capture potential customers’ interest when they are searching, watching, or discovering relevant content. This extension is only available in video campaigns but can obtain a lot more leads.
There are two types of lead form extension’s:
Lead form extensions have many requirements before they are enabled. Here is more helpful information on lead form extensions.
After setting up Location extensions, people can easily find retail locations that sell your products or services. This is an excellent option for customers who are deciding what and where to buy. This is best used by manufacturers who make use of retail stores to distribute their products. Here is more helpful information on affiliate location extensions.
The locations extension will show people your location, a call button, and the link to your business details page. This can include important information such as your hours, photos of your business, and the most crucial part, directions on how to get there.
Businesses that want a lot of foot traffic will benefit the most from this extension. When our night out with friends gets canceled at the last minute, and we search for “best cheesecake near me,” this is the extension that brings us the ads for nearby cheesecake. Here is more helpful information on location extensions.
Adding additional text to your ad with some flavor such as: “free deliveries” or “24/7 live customer support.” This extension is fully customizable. Allowing up to 10 different callouts to show in a single ad. Making the most of callout extensions would be to show unique or specialized services or products you offer. This can convert more people offline. Here is more helpful information on callout extensions/callout extension.
This will work best when the ad has a good deal. Not for something like 2 for $5 and now 4 for $10.00. Bringing pictures and icons with direct clickable links to products or services. This allows can show up to 8 different options at a time. Allowing an easy and convenient way for everyone viewing the ad to see exactly what is offered.
Showing your hot deals or limited offers right on your ad is a great way to encourage the compulsive shopper in all of us. Here is more helpful information on price extensions/price extension.
Besides your great-grandmother, everyone is using a smartphone. Why not make it easy for them? Those with an Android or IOS device can get access to everything your ad offers in a single click. App extensions can also automatically begin the app download if desired. Among other options, a click can lead to google ads account, campaigns, and ad group. Here is more helpful information on app extensions.
Seller ratings are a detailed but easily and quickly absorbed review of the seller. Seller ratings will show a rating out of 5 stars, the number of ratings received, and the qualifier, which will highlight why a particular rating was given (if there is sufficient data). An example would be a delivery service that may have a 5-star rating for always delivering on time.
Seller ratings only show when:
Besides the structured snippet extensions having the longest name, it is also one of the most beneficial. This extension will do a lot of the work. What it does is when people search on Google, the ads will show more information from the content it is advertising if it is relevant to their search. This is done by automatic analysis from Google. This relevant information added to your ads can translate into more clicks from interested visitors.
Now that we can see the basics of most google ad extensions, we want to make sure we are using them to their full potential. Luckily most of them are automated.
Each ad can use multiple extensions at a time because not every search will trigger each extension. So, the best practice is to make use of every available extension and enable all of them.
Extensions can also be scheduled individually. Sales and promotions that only run for a limited amount of time are common in business so being able to schedule these things in advance and have the process automated is quite nice.
Ad extensions that are customizable such as the callout extensions, will do well to be monitored. If using some simple phrases or maybe quirky ones, it will be good to know if it is drawing in more business. Ad extensions have an entire page dedicated to viewing how well they are performing. Not only can the clicks be viewed, but impressions, related costs, and even more statistics are available.
Pay-per-click campaigns are our specialty. We audit your current PPC campaign to evaluate what to fix. We also optimize client landing pages, for improved PPC results. Squeezing the most out of every resource is a lot like licking your fingers after a good meal. Here at PPC.co, we have the knowledge and experience to help you get the most out of your ad investment.
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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?
Contact us today to schedule a free audit and discover how we can help you achieve similar results.
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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.
