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Google Ads Suspension: ‘How-to’ Guide for Fixing a Suspended Google Ads Account

Samuel Edwards
|
January 31, 2022

It’s an email no Google Ads user ever wants to receive: the dreaded “your account has been suspended” alert message.

It’s understandable to, well, freak out a little bit if you have Google Ads account suspended, particularly if the reason for the suspension is a violation you weren’t aware you’d committed. Quite simply, your Google ad campaigns may play a major role in your business’ success. Your own finances may therefore be in jeopardy if your account is suspended.

Fortunately, except in some specific instances, suspension of a Google Ads account isn’t necessarily permanent. There are various ways you can restore your account if it’s been suspended. This guide will explain them, helping you better understand what you can do to get your Google Ads accounts back up and running fast.

Avoiding Google Ads Accounts Suspension

Avoiding Google Adwords Account Suspension

Although the primary focus of this guide will be on the steps you can take to remedy the problem if you have a Google Ads account suspended, naturally, your main goal is likely to prevent your account from being suspended in the first place. To minimize the chances that your Google’s Ads accounts will ever be suspended for any reason, carefully review Google’s applicable ad policies and Terms & Conditions. Also, remember that Google routinely updates certain policies, and you may want to regularly check them for any changes that may have been recently made.

Reviewing the relevant policies can also potentially help you determine the root of the issue if your account has been suspended but you’re not entirely certain why. While the email Google sends informing you that your account has been suspended will typically cite the reason, sometimes, it’s still not precisely clear how Google justified suspending your account. The reasons Google’s email may provide when explaining why your account was suspended are based on generic error codes (typically produced by artificial intelligence and machine learning engines) that may not be specific enough for you to thoroughly understand the nature of the issue.

Be aware that it’s possible your account was suspended through no fault of your own. For instance, someone could have hacked your account or site. If after doing so, they engaged in any behavior that violates Google’s ad policies, you may be the one paying the price.

Common Reasons a Google Ads Account May Be Suspended

The potential reasons your Google Ads accounts may be suspended are numerous. The following are merely a few noteworthy examples:

Malicious or dangerous software

Malicious or dangerous software

Google’s ad policies are designed to protect users. Thus, if you’re running ads that direct users to sites infected with malware or other dangerous software, your account may be suspended to prevent users from clicking on your ads.

Take immediate action if you have reason to believe a hacker added malware or unwanted software to your site. The presence of harmful malware or software won’t merely result in your Google’s Ads account being suspended. It can also threaten your data, any existing content on your site, and more.

Counterfeiting

Even if you didn’t intend to, you could have accidentally engaged in behavior that qualifies as “counterfeiting” affording to google ads policies, triggering an account’s suspension. For example, if you’re using your Google’s Ads account to market products that are extremely similar to others, you may need to either modify your ads or the products themselves to indicate you’re not violating any trademarks. Sometimes when a user markets products that are virtually indistinguishable from others, Google interprets their products as being counterfeit, when they may not actually be.

Violating the law

Google’s own policies aren’t the only rules you need to keep in mind when running ads! It’s also important to familiarize yourself with the laws of the areas in which you plan to advertise.

Sometimes, the laws regarding what you can and can’t advertise may be surprising. For example, in the UK, it’s illegal to advertise paternity tests. This is an easy law to break if you’re unaware of it. While you may assume you’re not doing anything illegal with your Ads account, the possibility of breaking the law without meaning to is one you should consider. Protect yourself by taking the time to research these issues before planning and launching campaigns.

Unauthorized account access

You’re not always being “punished” when Google suspends your Ads account! There are instances when an account may be suspended in order to protect you in the long run. Specifically, if Google detects an unauthorized user trying to access your account, it may be automatically suspended to prevent a hacker from causing any damage.

Recovering a Suspended Google Ads Account: What You Need to Know

The reason your account was suspended will to some degree affect what you need to do about the issue. Google’s policies make a distinction between regular violations and “egregious violations.”

You don’t want your account suspended because a violation was deemed egregious. Generally, while it’s possible to recover an account that was suspended due to a normal violation, if you’re found guilty of an egregious violation, Google usually won’t let you recover your account. Your best bet in these circumstances is to contact Google and (truthfully, of course!) show that the violation you’ve been accused of was the work of a hacker. Even so, you can’t be entirely sure Google’s team will take your side.

In the case of typical violations, though, you can restore your account in the following ways. Keep in mind, this isn’t a problem with a “one-size-fits-all” solution. The proper way to restore an account will depend on the reason it was suspended in the first place.

Your options include:

Remove malware or dangerous software

If the email you receive from Google explaining why your Google Ads account was suspended indicates your site is home to dangerous malware or software, invest in an effective malware-removal tool and clean your site up. If your account remains suspended even after you’re confident you’ve gotten rid of any and all harmful malware or software, you might have to contact Google to explain that you’ve fixed the problem.

Modify your ads

Again, even if you didn’t mean to violate Google’s advertising policies or any local advertising laws, you may have done so simply because you weren’t aware of a law or policy. Luckily, after you’ve reviewed Google’s justification for your account suspension, in many instances, restoring your account is as easy as changing your ads or behavior accordingly. For example, if your account was suspended because Google determined one or more of your ads were excessively inflammatory, you can remove or change those ads to better align with Google’s standards.

Pay up!

It can be easy to lose track of your spending from time to time when running marketing campaigns. Depending on the size of your business, you might not even be directly involved in monitoring your spending most of the time.

Google might have suspended your Google Ads account or multiple google ads accounts because you haven’t paid for certain ads or a particular related service yet. Pay what’s due, and Google should restore your account promptly.

That said, you may want to reach out to Google first if you receive an email claiming your account has been suspended and won’t be reactivated until you pay a fee if you confidently feel you’ve remained up-to-date on all payment method. At the very least, check to confirm your account actually is suspended before taking any action. A scammer could have sent you a phishing email pretending to represent Google in order to rip you off.

Suspicious payment activity:

Google may occasionally flag your account if it suspects that your credit card is being used fraudulently. Additionally, they view it suspicious when the same billing information is used for numerous accounts.

Secure your account

Secure your Google Ads account

If Google suspended your Google Ads account because an unauthorized user tried to access it, you can fill out and submit a form to secure your account.

Create an account with Family Link

Depending on which country you’re in, you have to be a certain age to have a Google Ads account. Google may suspend your account if it’s discovered you don’t meet the age requirement. However, it’s sometimes possible to get around these requirements by creating a Google account with Family Link. This allows parents to exercise more control over which Google services and products their children can and can’t access.

Appeal

Mistakes can and do happen. This is as true on Google’s end as it is on yours. Perhaps your account was suspended over a misunderstanding or a misinterpretation. Not every supposed violation of Google’s policies is actually a genuine violation.

If you have a suspended account & think your account was suspended improperly, Google offers a form you can submit to appeal the suspension. However, if you do choose to appeal your account suspension, be extremely careful when filling out the firm, and double-check all information before submitting it. If the submitted form contains any false information, the assumption will typically be that you knowingly attempted to deceive Google. The result? Permanent suspension of your Google Ads account.

It’s also worth noting that sometimes a valid and reasonable appeal will be rejected. Submitting the form to appeal your account’s suspension doesn’t immediately guarantee your account will be restored. If your appeal is rejected, but you genuinely don’t think it should have been, you can contact the Google Ads Team directly. Explaining the circumstances with an actual member of the team instead of hoping the person who reviews your appeal sees your side of the story can give you the chance to more clearly explain the situation.

Once more, though, be completely honest in any discussions you may have! Being caught in even a seemingly minor lie can make Google’s team unwilling to consider any of your other points or arguments.

Other Need-to-Know Ways to Avoid Google Ads Account Suspension

Along with familiarizing yourself with all the relevant policies and laws regarding how you can (and can’t!) use your Google Ads account, you can also avoid account suspension in such ways as:

Carefully creating and reviewing all ads

Carefully creating and reviewing all Google ads

This may seem like a no-brainer, but if you’ve been running ads via a Google Ads account for a decent period of time, you might get complacent, no longer making a point of carefully reviewing your ads before submitting them for publication.

Don’t fall into this habit. Whether you create your own ads, or employees create them for you, before submitting an ad for publication, always carefully review it with the specific intention of looking for any issues that would qualify as violations of Google’s policies. If you even suspect an ad might cause problems, either modify it before submitting it, or check Google’s policies again to confirm whether you have reason to be hesitant.

Asking questions

You’re not the only person who may feel Google’s advertising policies are sometimes unclear. On Quora, Reddit, and many other platforms, there are numerous communities of users who ask and answer questions about Google’s ad policies and similar topics. If you’re at all confused about an issue, head to one of these communities and ask others for insights.

However, not every single member of such communities will necessarily be an expert, even if they claim to know what they’re talking about. Use your judgment when determining whether you feel you can trust any given member to provide you with accurate information. Obviously, you can also contact Google to ask a question, although you may have to wait a little bit longer to get an answer than you would on a forum or community page.

Staying secure

Installing a security plugin to protect your site from malware is never a bad idea. Additionally, create the strongest password possible for both your site and your Google Ads account, and periodically change your passwords to avoid unauthorized access.

Of course, hopefully you’ll never have to use any of the information here because your Google Ads account will never be suspended. Just remember that if it ever is, unless you’ve committed a major violation, restoring your account likely won’t be too complicated.

That said, it’s also very wise to learn from this experience! If you have a suspended account of Google Ads, make sure you thoroughly understand why, so you can avoid these types of problems in the future.

Author
Recent Posts

Samuel Edwards

Chief Marketing Officer

Throughout his extensive 10+ year journey as a digital marketer, Sam has left an indelible mark on both small businesses and Fortune 500 enterprises alike. His portfolio boasts collaborations with esteemed entities such as NASDAQ OMX, eBay, Duncan Hines, Drew Barrymore, Price Benowitz LLP, a prominent law firm based in Washington, DC, and the esteemed human rights organization Amnesty International. In his role as a technical SEO and digital marketing strategist, Sam takes the helm of all paid and organic operations teams, steering client SEO services, link building initiatives, and white label digital marketing partnerships to unparalleled success. An esteemed thought leader in the industry, Sam is a recurring speaker at the esteemed Search Marketing Expo conference series and has graced the TEDx stage with his insights. Today, he channels his expertise into direct collaboration with high-end clients spanning diverse verticals, where he meticulously crafts strategies to optimize on and off-site SEO ROI through the seamless integration of content marketing and link building.

Latest posts by

Samuel Edwards

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Author

Samuel Edwards

Chief Marketing Officer

Throughout his extensive 10+ year journey as a digital marketer, Sam has left an indelible mark on both small businesses and Fortune 500 enterprises alike. His portfolio boasts collaborations with esteemed entities such as NASDAQ OMX, eBay, Duncan Hines, Drew Barrymore, Price Benowitz LLP, a prominent law firm based in Washington, DC, and the esteemed human rights organization Amnesty International. In his role as a technical SEO and digital marketing strategist, Sam takes the helm of all paid and organic operations teams, steering client SEO services, link building initiatives, and white label digital marketing partnerships to unparalleled success. An esteemed thought leader in the industry, Sam is a recurring speaker at the esteemed Search Marketing Expo conference series and has graced the TEDx stage with his insights. Today, he channels his expertise into direct collaboration with high-end clients spanning diverse verticals, where he meticulously crafts strategies to optimize on and off-site SEO ROI through the seamless integration of content marketing and link building.

Related posts

Samuel Edwards
|
May 30, 2025
PPC Case Study: Tampa, Florida Apartment Complex

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.

January 2025

March 2025

‍

Campaign Analysis Summary

January 2025

  • Total Ad Spend: $498.63

  • Total Conversions: 10

  • Cost per Conversion: $49.86

  • Overall Conversion Rate: 1.12%

  • Campaigns Active:

    • Performance Max (PMax):

      • Conversions: 10

      • Conversion Rate: 1.12%

      • Cost per Conversion: $49.86

    • Search Campaign: No conversions or spend.

March 2025

  • Total Ad Spend: $898.54

  • Total Conversions: 32

  • Cost per Conversion: $28.08

  • Overall Conversion Rate: 4.64%

  • Campaigns Active:


    • Performance Max (PMax):


      • Conversions: 19

      • Conversion Rate: 3.74%

      • Cost per Conversion: $27.39

    • Search Campaign:


      • Conversions: 13

      • Conversion Rate: 7.14%

      • Cost per Conversion: $29.08

Strategic PPC Campaign Insights

  • Performance Max Improvements:

    • Conversions almost doubled (10 → 19) with just a 4.4% increase in spend ($498.63 → $520.45).

    • Cost per conversion was nearly cut in half ($49.86 → $27.39), showing better algorithmic targeting or improved creatives/landing page experience.

    • Conversion rate rose from 1.12% to 3.74%, indicating better audience alignment.

  • Search Campaign Activation:

    • Was inactive in January.

    • Delivered strong performance in March with a 7.14% conversion rate and 13 conversions at a very competitive $29.08 cost per conversion.

    • High interaction rate (7.65%) shows strong ad engagement and search intent alignment.

What’s the path going forward? 

  1. Continue Campaign Diversification:

    • The dual strategy of running both PMax and Search campaigns is proving effective. Continue scaling with both to diversify reach and conversion sources.

  2. Increase Budget Strategically:

    • Given the efficiency improvements (43.7% drop in cost per conversion), consider increasing the budget further to capitalize on momentum—particularly for the high-performing Search campaign.

  3. Refine PMax Targeting & Creative:

    • The Performance Max campaign is performing well but has room to improve conversion rate to match the Search campaign. A/B test creatives, refine audience signals, and check landing page relevance.

  4. Track Lead Quality:

    • Ensure that higher conversion volume aligns with high-quality leads or downstream metrics like closed deals or ROI.

‍

‍

The client was thrilled with the performance. As they put it: 

‍

We’re super excited about the results! Can’t wait to see what’s to come!”

‍

Conclusion

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.

Click on the following link if you would like to see more PPC case studies! 

‍

Timothy Carter
|
May 29, 2025
The E-Commerce & Retail Guide to Running Profitable Paid Ads

If you’re running an e-commerce or retail business, you already know that visibility is everything. The best product in the world won’t sell if no one sees it. That’s where paid ads for ecommerce comes in. 

Done right, they drive traffic, conversions, and repeat customers. 

Done wrong, they drain your budget and leave you wondering what went wrong.

Whether you’re spending $500 a month or $50,000, your goal is the same: profitability. Not just clicks, and certainly not just impressions. You want to turn ad dollars into real, predictable revenue.

So how do top-performing e-commerce and retail brands make their paid ads work? 

What are they doing that you’re not? 

This guide breaks it down step-by-step, so you can start running profitable ads with confidence.

Understand Your Business Goals Before You Spend a Dime

Before you launch a single campaign, you need clarity on your audience and goals. Are you trying to boost first-time sales? Increase average order value? Each objective requires a different strategy and metrics for success.

  • If your goal is new customer acquisition, your campaigns might be optimized for reach, clicks, or conversions. 
  • If your goal is profitability, you’ll focus more on return on ad spend (ROAS), customer lifetime value (CLTV), and cost per acquisition (CPA).

Don’t fall into the trap of launching ads just to “see what happens.” Paid media works best when it’s part of a bigger strategy. So before you log in to Google Ads or Meta Ads Manager, get specific about what success looks like.

Know Your Numbers

If you want to run profitable paid ads, knowing your numbers is the foundation of your entire strategy. Without a clear understanding of your margins, break-even points, and how much you can afford to spend to acquire a customer, you’re essentially gambling with your ad budget. 

And in e-commerce, that can get expensive fast.

Let’s start with the most critical numbers you need to know:

  • Cost of Goods Sold (COGS). This is what it costs you to produce or source the product you’re selling, including manufacturing, packaging, and shipping to your warehouse (or dropshipping fees). If you’re selling a T-shirt for $30 but it costs you $10 to manufacture and another $5 to ship, your total COGS is $15.
  • Average Order Value (AOV). AOV is the average dollar amount a customer spends when they place an order on your site. If your total revenue for a given period is $10,000 and you had 200 orders, your AOV is $50. This number helps you understand how much revenue you can expect per customer interaction – and it’s key to setting realistic ad spend limits.
  • Gross Profit Margin. This is the percentage of each sale that’s actual profit before marketing and operational costs. Using the example above, if your product sells for $30 and costs $15 to produce, your gross profit is $15, or 50 percent. If your AOV is $50 and your average product costs $25, you’re working with a 50 percent margin overall. Higher margins give you more breathing room with your ad spend.

Your break-even ROAS tells you the minimum return you need on your ad spend to not lose money. It’s calculated by dividing 1 by your gross profit margin. 

So if your margin is 50 percent, your break-even ROAS is 2.0. That means for every $1 you spend on ads, you need to make $2 in sales just to break even.

For example, let’s say you’re running Facebook Ads and spending $1,000 on a campaign. If your break-even ROAS is 2.0, you need to generate at least $2,000 in revenue to avoid losing money. Anything above that is profit. Anything below that eats into your cash.

Once you know your numbers, you can reverse-engineer your ad strategy instead of throwing money into the void and hoping for results. For instance, if your AOV is low (say $25), you might struggle to profit from ads unless you have a very low COGS or high conversion rates. In that case, you might want to:

  • Bundle products to increase AOV
  • Offer free shipping thresholds (e.g., “Free shipping over $50”)
  • Upsell or cross-sell related products during checkout

On the other hand, if your AOV is $150 and your margins are strong, you have more room to compete in ad auctions, bid more aggressively, and test multiple audiences and creatives without instantly wiping out your profit.

A lot of beginner advertisers focus entirely on immediate return from ads. That’s understandable – but short-sighted. If you’re breaking even or slightly losing on the first sale, that might still be a smart move if you’re building long-term customer relationships.

That’s where Customer Lifetime Value (LTV) comes in. If you know that your average customer places three orders a year, each worth $60, then their LTV is $180. If you spend $40 to acquire that customer with your first ad, but earn $140 more over the next 12 months, that ad was extremely profitable in the long run.

Top e-commerce brands build their paid strategies around LTV-to-CAC ratio – how much they earn over time compared to what they paid to acquire the customer. 

A healthy ratio is usually 3:1 or higher. So if you’re spending $50 to acquire a customer, you want to earn at least $150 from that customer over time.

Once you understand your numbers, you can plan your ad spend with precision. You’ll know exactly:

  • How much you can pay to acquire a customer
  • How much you need to make per order to be profitable
  • What kind of ROAS you should target in your campaigns
  • When it’s time to scale or pull back

Let’s say you want to make $5,000 in profit this month, and your product has a 50 percent gross margin. That means you need $10,000 in sales. If your target ROAS is 2.5, you can spend up to $4,000 in ad spend to hit that goal. With those numbers in hand, you now have a roadmap for campaign budgeting, not just a shot in the dark.

Choose the Right Platforms for Your Audience

Every ad platform has strengths. But if you try to use them all at once, you’ll burn through your budget without learning much. Instead, pick one or two that align best with your business model and customer behavior.

If you’re selling visually appealing products like apparel, skincare, or home goods, platforms like Instagram and TikTok can deliver strong returns – especially with the right creative. If you’re focused on high-intent buyers, Google Search and Shopping Ads are goldmines. And if you’re targeting professionals or B2B retail buyers, LinkedIn may offer surprising results.

Test channels strategically. Start with the one that matches where your customers spend their time and scale from there. The best platform for you is the one where your ideal customers are already shopping, scrolling, or searching.

Nail Your Targeting

One of the biggest mistakes retailers make is casting too wide a net. You don’t want everyone to see your ad – you want the right people to see it.

On Google, this means targeting high-intent keywords that signal buying behavior. Focus on terms like “buy,” “best,” “free shipping,” or product-specific searches. On Facebook, Instagram, or TikTok, you’ll want to dial in your custom audiences using demographic data, lookalikes, interests, and behavior.

Don’t forget retargeting. Most people won’t buy the first time they visit your site, but retargeting brings them back when they’re ready. Set up ads that follow people who viewed a product, added to cart, or engaged with your brand but didn’t check out.

The more relevant your targeting, the more efficient your spend and the higher your return.

Invest in Scroll-Stopping Creative

Creative is the make-or-break factor in most e-commerce ad campaigns. You can have perfect targeting and the right product, but if your ad doesn’t grab attention in the first two seconds, it won’t convert.

Your creative needs to do three things quickly:

  1. Stop the scroll
  2. Spark interest
  3. Show value

Use high-quality product photos or videos. Show your product in action. Highlight a clear benefit or solve a specific problem. Incorporate customer reviews or user-generated content to build trust.

For paid social, test multiple creatives at once – video vs. image, UGC vs. branded, short-form vs. long-form – and let performance data guide your iterations. On search platforms like Google, focus on copy that’s compelling and packed with relevant keywords. Test different headlines and descriptions to see what gets the best click-through rate.

Use Landing Pages That Convert

Sending paid traffic to your homepage is a rookie mistake. You want every click to land on a page that’s designed to convert. That means fast load times, mobile optimization, and a clear call-to-action.

If you’re promoting a specific product, send users to that product page and not your full catalog. If you’re offering a bundle or a seasonal deal, create a dedicated landing page with copy, visuals, and layout tailored to that offer.

Remove distractions. Reduce friction. Make it stupid-easy for people to buy. The less effort it takes, the more sales you’ll see. And don’t forget to A/B test. Sometimes a simple tweak to your headline or CTA can double your conversion rate overnight.

Monitor Performance

Once your ads are live, your job isn’t done. In fact, this is where it really begins. You need to monitor performance regularly, looking at more than just the surface-level metrics.

Click-through rate (CTR) tells you how well your ad is capturing attention. Conversion rate shows how well your landing page is sealing the deal. ROAS tells you how profitable your campaign is. And CPA helps you compare efficiency across different products or audiences.

Watch for early indicators of success – or failure. 

  • If your CTR is low, your creative probably needs work. 
  • If people click but don’t buy, your landing page or offer may be off. 
  • If your ROAS is negative, it’s time to adjust your targeting, bidding, or pricing.

Treat your campaigns like living systems. Tweak, test, and improve them continuously.

Scale What’s Working, Kill What’s Not

Once you find a winning combination – an ad, offer, and audience that works – it’s time to scale. Increase your budget gradually while keeping an eye on performance. Scaling too fast can tank your results, so go step by step.

Duplicate high-performing campaigns to test new audiences or creatives. Experiment with upsells, bundles, or time-limited offers to increase AOV. Layer in email or SMS marketing to retarget paid traffic and drive repeat sales.

And just as importantly, don’t be afraid to kill underperforming ads. If something isn’t working after a reasonable test period, cut it. Your budget should be flowing to what works – not what you hope will work.

Focus on Lifetime Value

One of the biggest mistakes in paid advertising is chasing one-off sales without thinking about the bigger picture. Winning e-commerce brands think in terms of customer lifetime value.

If your first sale breaks even, that’s fine. (As long as you have a plan to turn that customer into a repeat buyer. ) You can use post-purchase emails, loyalty programs, and retargeting ads to bring people back.

At the end of the day, when you view paid ads as the beginning of a customer relationship – not the end – you unlock real long-term profitability. And at PPC.co, that’s where we want to help you! We offer industry-leading PPC management services for ecommerce and retail brands who want to stop wasting ad spend and start generating real ROI.

Contact us today to learn more!

‍

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