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How Often Should You Update Your Google Ads Campaigns?

Samuel Edwards
|
February 2, 2022

Google is the biggest internet search provider in most online markets and responsible for generating over 80% of desktop search traffic.

Businesses vie for Google rankings by optimizing their website for organic search so they can rank higher in the search results. But not everyone has the time or resources to do that, as it can take months for a website to climb up the search results organically.

The only way to dominate search results from the get-go is by running a Google ad campaign that shows your site right at the very top of the search results. You can also choose to display your ads on other websites in the Display Network and the AdSense program.

However, to run an effective ad campaign, you have to be quick and definitive in the way you approach it. Simply creating an account, bidding on ads, and then letting the campaign run on autopilot doesn’t help. You have to be vigilant in tracking your campaign progress and adjust according to the changing trends.

Advertising Revenue of Google Websites

It is best to be on top of all the trending searches and keywords to truly take advantage of this platform. According to reports, the advertising revenue of Google sites amounted to US$123.83 billion in 2020, which highlights its importance and impact on businesses.

A Quick Primer on Google Ad Auctions

We’ll explore all the reasons why it is a good idea to update your google ad campaigns. But here’s the deal: all these reasons are dependent on the way these campaigns work.

Google ads are essentially an auction system, where your ad campaign’s success depends on the quality of your ad and the amount you bid. And this happens every time a user searches for a keyword that you want your ad to be associated with.

The following factors affect the quality score of your ad:

  • The relevance of the content of your ad to the search query
  • the significance of the search keyword for the rest of your ad group
  • the suitability of your Google ad to the landing page it leads to
  • the number of clicks it has garnered so far
  • overall historical performance of your ad campaign

You can see that your ad’s quality, relevance, and appropriateness play a significant role in getting it a high-quality score. It is essential to achieve this metric because Google or search engines often lowers the cost per click for ad campaigns with a higher quality score and gives them higher-than-usual exposure.

Reasons Why You Should Frequently Update Your Google Ad Campaigns

Before we delve into the factors that affect the frequency with which you should update your campaigns, let’s look at the reasons why you need to do so in the first place.

1. Keeping Up With New Features

In the recent past, Google has made several new feature additions to AdWords and revised its ad platform. This includes new extensions addition or altering the ad format, which helps businesses with their marketing strategies.

Naturally, if you don’t use these while the rest take advantage of them, you are bound to fall behind.

2. Challenging Your Competitors

You might get complacent about your campaign’s success and believe it’s alright to let it run on autopilot, but your competitors think differently. They are always trying out new features, testing their search ads, and expanding their campaign budget. This can give them an edge over you if your campaigns aren’t evolving right alongside theirs.

3. Changing People Search

While previously, people used their laptops and desktops to search for something, they now use their smartphones or Google devices. As a result, their phrases and also the way they search continuously change. If you want to keep up with this progress, it’s essential to update your Google ad campaign regularly.

4. Don’t Let Excess Clicks Ruin Your Budget

Make every click on your ad count towards your overall marketing and lead generation goals. Take a more informed approach to running a campaign so you know that only targeted audiences click on your ad.

It is essential to go over the search terms and find ones that have the potential to trigger the ads you post. Sometimes specific phrases provide barely any value addition to businesses. You can label these as negative so that they don’t appear in the future keywords list.

5. Make Sure You Aren’t Running Expired Promotions

It might be hard to believe, but even huge businesses aren’t immune to such issues. Brands spend tons of money on online promotions, so prospects are informed about them. However, when prospects get the coupon, they find out it has been expired.

For instance, a potential customer could click on a sale ad for your brand but find out it has long ended once it opens up.

6. Improve The Quality Of Your Ads

Clicks on ads don’t necessarily depict a campaign’s success until you get the visitors to take action. It is essential to test your ads to see if they are working effectively or not.

When you improve your google ads ctr (click-through rates), you get more leads and improve your ads’ Quality Score, lowering the cost you entail per click.

Factors Affecting The Frequency Of Google Ad Campaign Update

The frequency with which you update your Google Ad campaigns depends on your budget and the industry you are in. Depending on these factors and how long you run your ad campaign, you can update your ad campaign weekly or stretch it out over more time.

Here are a few factors that affect the frequency of your Google Ad campaign update.

1. Your Budget

The amount of money you can spend on your Google Ads determines your activity. You are likely to dedicate more time and effort to your ads if you spend $70,000 monthly rather than $700.

2. How Recent The Campaign Is

Google Ad Campaign Performance

Like any project you start, you need to put in extra effort at the beginning of an ad campaign, as it takes more work to establish it and ensure its success.

You get to decide on the target keywords you want to use which have the highest potential to convert. Additionally, you make new ads and update the landing page they are posted on. But even before doing any of that, you need to choose a bidding option for your ads.

Although Google stresses using an automated system, you shouldn’t start out this way because you need data to work effectively. As a beginner, you should start with manual bidding and then move to the automated one.

3. Your Campaign Success

The number of leads you get to your business is an indication of the success of your campaign. If you have many leads, your campaign is already a success, and you don’t have to be highly active.

Having said that, you cannot leave your account, no matter the success rate of your campaign, because more success gives you the opportunity to build on it.

However, if your ad campaign isn’t performing well, you have to get involved in it to work on the issues and bring it to a place where you envision it. Consequently, you need to test your Google ads and keyword choices thoroughly.

In fact, with Google Ads, you can check the optimization scores for your campaign, courtesy of Google. In case you get a low score, you’ll know you have to work on it.

4. Number of Targeted Keywords

One of the most significant factors in determining the frequency with which you update your campaign is the number of keywords you target.

When you target many keywords at one time, it generally means you have several ad group and a significant quantity of ads. Additionally, more keywords translate into having more data for review.

Your Monthly To-Do List For Keeping Your Google Ads Campaign Updated

Here are a few things you need to do with your monthly ad campaign regularly:

1. Adjust Bids

Initially, if you decide on manual bidding, you should monitor the positions of your keywords. Google no longer shows the average keyword position but gives the top search. This shows the frequency with which Google ads appear in the top spots over organic listings.

It is essential to be a part of this top ad group, if not the top spot.

2. Update Keywords

It is essential to keep an eye out for new keywords that you can test, which is convenient to do so through Google’s plus sign option, which displays a list where you can pick new phrases from.

However, be aware of the fact that using new keywords through this method will get you irrelevant clicks because of the broad match.

3. Conversion Data Review

Conversion Rate for Google Ads

Your ultimate campaign goal is to either create more brand awareness or get new leads. If it is to get more leads, then ensure accurate tracking of conversions. You need exact numbers, whether it is in the case of tracking calls or goals.

It is vital to choose the correct conversion attributes to get the type of leads you are looking for. If you don’t get the results you are looking for, it’s time to alter your campaign.

4. Update Ads

No matter how amazing your Average click-through rate (CTR) may seem, it can always be improved. You can have an ad groups consisting of a responsive ad and three expanded text ones.

Every month introduce a new ad and pause the ones that perform the least, which will actually help you beat your best ad, instead of the paused one.

It is always best to pause an ad with at least a hundred impressions. With a high-budget campaign that gets thousands of impressions daily, you can introduce a new ad in every group every few weeks.

5. Review Recommendations

Google’s recommendation about your campaign and score provision is an essential feature that you can review. You shouldn’t accept all of them, but it is beneficial to consider any new keywords it gives or features you didn’t know of.

6. Search Term Review

Review your search term report regularly to find any new phrases to use and eliminate one’s that don’t do well.

Add such words as negative keywords to prevent them from recurring. Review this several times a week initially; then, you can space it out over months once you get the wasted spend.

Inactivity Consequences

If you’ve been inactive for a while, Google can take action for you.

New Google ads are usually suggested under recommendations. Depending on your landing page settings, these can be automatically added to your ad campaign. It might seem like a helpful technique, but it is common for these Google ads to be terrible. These Google ads generally use the company name as the first title and don’t fill in the other ad elements.

You might not know this, but Google also tests other recommendations addition, and you can find keywords that you haven’t added to your account.

Automated Campaigns

Even if you choose automated bidding, there’s still a lot that needs to get done. This includes monitoring your search terms, reviewing recommendations, and developing new ads.

Furthermore, it would be best if you kept an eye on your monthly budget and conversion costs. You should get improved results over time; otherwise, you should review your automated bidding settings.

To run an effective marketing campaign, you have to monitor, review, and alter accordingly continuously. This includes simple actions like site audits or bigger ones like ad alterations.

Conclusion

Google Ads is a robust platform that gives businesses a chance to generate more leads, track their ad performance, develop strategies to stand out from their competitors, and eventually boost sales.

However, as straightforward as this approach may seem, you have to be active in how you use it. It is essential to constantly keep an eye on new trends, keywords, and searches and tweak your ad campaigns accordingly, especially if they aren’t running successfully.

You can never be complacent with your advertising techniques, and Improve your Google Ads ctr is one of the best ways to stay above your competition.

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

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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.

‍

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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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