• Services

    Services

    Service Types

    Paid Search Management
    Maximize ROI with expertly managed campaigns.
    PPC Audits
    Optimize your campaigns with comprehensive audits.
    Display Ads Management
    Create visually compelling campaigns that convert.
    Google Ads Management
    Tailored strategies for effective online advertising.
    Youtube Ads Management
    Drive brand awareness with engaging video ads.
    Facebook Ads Management
    Engage your audience with precise facebook targeting.
    Retargeting Management
    Reconnect with potential customers effectively.
    Linkedin Ads Management
    Expand your professional network with impactful ads.
    White Label PPC
    Seamless PPC solutions for your agency.
    Amazon Ads Management
    Boost your product visibility on Amazon.
  • Brands

    brands

Case StudiesAboutBlogContact
Log in
Sign Up

Maximizing PPC Efficiency: Audience Bid Adjustments

Samuel Edwards
|
June 7, 2023

In striving to keep up in the ever-changing and competitive world of digital marketing, savvy advertisers understand how important it is to optimize bid adjustments beyond just keywords. Viewing hidden data such as demographic information allows businesses to manifest intelligent targeting approaches that offer valuable insights into their target audience.

Once this happens an advertiser can then employ sharper strategies for determining quality conversions along with ensuring Cost Per Acquisition (CPA) falls within reachable goals.

This article will explore varying perspectives on the power of using bid adjustments from understanding various models through optimizing age and gender data, hopefully giving readers concrete methods for superiority when making investment decisions going forward.

Bid Adjustments: Going Beyond Keywords

Different kinds of bid adjustments

Source

Understanding bid adjustments

Bid adjustments are one of the most effective tools for optimizing PPC campaigns beyond traditional keyword targeting. With bid adjustments, marketers have the ability to modify bids up or down based on a variety of criteria such as location, device type, demographic data (age and gender), and much more.

Understanding these bid adjustments requires analyzing available data in order to make informed changes within campaigns that directly impact bidding performance as well as cost per acquisition (CPA). Through continuously adjusting bids across all criteria marketing teams can maximize returns while keeping CPC costs in check.

Expanding bid adjustments to include other factors

When setting up a paid advertising campaign, a large part of an advertiser’s risk can be managed simply by expanding their bid adjustments to include factors beyond its keywords.

Besides adjusting bounds for each keyword depending on the context they’ve been matched with, marketers can now set different bids based on location, time of day, device type (e.g. mobile or desktop), and even age and gender values if those data points exist for that audience.

The Power of Audience Bid Adjustments

Utilizing demographic data

Bid Adjustments with Demographics

Source

Utilizing demographic data is an essential part of audience bid adjustments. This involves Age, Gender, Location, and Household Income bid adjustments to accurately target the right audience for improved targeting precision and quality conversion rates. Effective age bid adjustments can be applied by analyzing age and conversion data to adjust bids accordingly.

Similarly, gender keywords enable adjusting bids according to different genders noted in PPC campaigns while location-based bidding addictions optimize the ad for specific areas their customers are based which helps reduce campaign expense costs. Finally, incorporating household income into demographic targeting also helps you reach the prospects who can afford your products or services at a better cost per acquisition (CPA).

Benefits of audience bid adjustments

1. Improved targeting precision

With improved targeting precision, marketers can hone in on their ideal customer demographic and target micro-level situations which could otherwise be lost in a general keyword audience.

Critically evaluated age, gender, location, and household income groups can successfully create well-segmented ad campaigns to produce improved relevancy and an amplified total lifetime value for leads produced through PPC efforts.

Combined with a thorough evaluation of device usage during each respective campaign against these geographical segments, correct conversion rate expectations increase tenfold from a comprehensive marketing perspective utilizing quality ad campaigns arising out of detailed bid structural setups.

2. Enhanced conversion quality

Audience bid adjustments can help to enhance conversion quality by tailoring bids to target more specific and detailed demographics.

By carefully adjusting bids based on variables such as age, gender, location, and residence it is possible to target an ideal customer group. This will therefore decrease wasted impressions of people unlikely to convert and improve overall campaign performance.

PPC efforts can be focused on areas expected for greater ROI due to improved targeting precision.

Doing so reduces costs associated with delivering ads correctly and efficiently; leading businesses to also receive a much higher CPA level performance from their campaigns while generating better conversions than previously seen with keyword-only tactics.

3. Reduced PPC costs

One of the main benefits of employing audience bid adjustments is achieving reduced PPC costs.

Audience targeting allows advertisers to optimize bids based on demographics such as location, age, household income, and device type; this helps maximize their return while minimizing expenses.

Accessing detailed data regarding conversions for different sections of the target audience enables businesses to create budget-friendly strategies based on high-quality conversions provided by cost-effective ROI outcomes.

Optimizing Age Bid Adjustments

Analyzing age demographics and conversion rates

In order to optimize age bid adjustments, one must first understand the key metrics associated with respective age demographics. By studying consumer behavior of different age segments over time and analyzing conversion rates for each, you will be better equipped to set relevant bids and gain insight into which groups perform best at different costs per acquisition (CPA).

This kind of analysis can also take into account customer lifetime values depending on a range of influencing factors such as geography, matching orders specified in campaigns, store visits or page interactions.

Setting bid adjustments based on age groups

When setting bid adjustments based on age groups, marketers look to clear demographic data to ensure they are placing their ads targeting specific consumers. Advertisers can modify bids in both directions according to the performance of different age groups.

For example, an advertisement may receive improved conversions and lower CPA from particular age segments so advertisers should prioritize such groups with added budget and increase their bids accordingly while reducing bidding for other segments that aren’t responding well.

Bid adjustments can also be used to discourage certain groups or populations from seeing ads altogether, where affected customers receive no branded messages but are still exposed toward receiving traffic from search queries.

Leveraging Gender Bid Adjustments

Evaluating gender data and conversion metrics

When it comes to understanding and expanding bid adjustments beyond keyword targeting, gender is an important factor to consider. Gender data can be used to make smarter bids based on consumer behaviors across different genders.

To successfully evaluate gender data with PPC campaigns, the first step is looking at conversion rates across male and female audiences through Google Analytics or other reporting tools.

If there are significant differences between the ways in which people respond (or don’t respond) across genders, bid adjustments can then be altered accordingly using a platform like Google Ads or Bing Ads.

Applying bid adjustments for different genders

Gender bid adjustments provide publishers flexibility in their PPC campaigns to make sure appropriate ads are being displayed to the correct genders.

Bids can be adjusted specifically for male or female users, allowing greater granularity when targeting an audience. It is important to analyze gender data and conversion metrics before making any changes as this can reveal further insights about which genders are more likely to engage with a campaign.

Harnessing Location Bid Adjustments

Location Bid Adjustments

Source

Recognizing the impact of location on conversions

Location plays an important role in predicting and driving conversions. Consumers are naturally influenced by their surroundings, based on available resources and preferences for local products or services.

Therefore, bid adjustments based on location can help refine target audiences and increase visibility among a more relevant audience that is likely to relationally engage.

Businesses should analyze search query data for locations most associated with generating quality conversions, then set their lowest bids for those regions while applying higher adjustments as needed in more popular areas.

Adjusting bids for specific geographic areas

Harnessing Location Bid Adjustments can be an invaluable tool for growth in Pay-Per-Click advertising because they enable advertisers to target more specific regions, rather than casting a wide net over generic areas.

Through analyzing the Geo data of users who have previously visited and converted on ads, PPC marketers are able to assess which geographic locations perform better and adjust bids just for those areas accordingly. This type of granular targeting not only increases reach within one’s market but also allows advertisers to allocate their budget more efficiently across different geographical regions.

Unlocking the Potential of Household Income Bid Adjustments

Understanding the correlation between household income and conversions

Household income has a strong correlation with consumer intent which means bids and target audiences should be adjusted according to the level of a households’ earnings. By understanding the lifestyle associated with different incomes within an area, brands can create bid adjustments targeting only those users they need for successful conversions.

Companies have to evaluate their audience performances when making revenue decisions and quantifying profits in efforts to set appropriate strategy for maximum returns on investments made via PPC strategies weighted by targeting individuals from certain economy classes of respective geographical locales.

Implementing bid adjustments based on income levels

You may want to consider the potential effects of implementing bid adjustments based on household income levels. While keywords and traditional demographic factors featuring age, location, gender, etc provide insight into audience preferences setting bids based on customers’ incomes can help ensure that you are targeting the right people for your product or service.

Up-capping bids for certain segments is especially useful if you need good quality results and leads from higher budget customers with a significant)amount of disposable income to spend.

By understanding these variations in buyer behavior you have more control when it comes to marketing campaigns reducing chances of losing money on nonprofitable investments while maximizing returns – along with controlling cost per acquisition (CPA).

Maximizing Results with Device Bid Adjustments

Device Bid Adjustments

Source

Exploring the influence of device type on conversions

As we know, the device on which a user searches can have a large influence on the likelihood of conversion from their click.

Therefore when setting up campaign bids, it is important to consider each type of device individually. Firstly you must select people who tend to convert differently between browsers and devices so seen by paying attention to performance statistics for different types.

Then build campaigns tailored accordingly and set bid adjustments reflecting these differences; allowing optimization according to the device type or specific platform.

Optimizing bids for different devices

Device bid adjustments are an important tool for optimizing PPC campaigns. By analyzing data associated with different device types, businesses can adjust their bids accordingly. When bidding on mobile devices it is imperative to take into account user experience, loading speed, and other factors that may influence the likelihood of a conversion taking place.

Similarly, when bidding on desktop or tablet devices it is important to evaluate how information appears on certain resolutions for efficient targeting.

Once analytics have been gathered insights can be translated into measurable changes in bid strategies so businesses are targeting audiences more accurately incrementally reduce costs and improve results from these investments.

Rethinking success beyond conversion quantity

Framing success as quality conversions, rather than simply how many times people convert, is an important step in efficient PPC optimization.

Rather than strictly marketing tactics based on a number of clicks and the associated bills, focusing on conversion quality allows for payment management optimized to budget by identifying site interaction metrics such as time spent on the page, and interactions with social media links — all measures included under “quality conversion.”

By examining these metrics alongside CPC (cost per click) costs versus CPA (cost per acquisition), businesses can truly measure whether their efforts are producing cost-effective results. Optimizing especially beyond keywords helps understand which target audience or devices lend the most ad relevance to meet business profitability targets.

Conclusion

Bid adjustments beyond keywords are essential for successful Adwords campaigns. Marketers should focus on utilizing demographic data such as age, gender, location, and household income to optimize bids accordingly.

By monitoring performance over time and making timely bid adjustments marketers can ensure better-targeting precision and enhanced conversion quality at lower prices per acquisition or CPA levels.

The right configuration of audience-based bids across devices thus remains the key to maximizing Return On Investment (ROI) on advertising investments in the present digital market landscape.

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

 (see more)
PPC Ad Trends by Sector & The Impact of AI
-
August 22, 2025
Web Hosting Providers: How to Generate Quality Leads with PPC Ads
-
July 22, 2025
How to Get Coaching Leads Through Cost-Effective PPC Campaigns
-
June 11, 2025
PPC Case Study: Tampa, Florida Apartment Complex
-
May 30, 2025

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
|
August 22, 2025
PPC Ad Trends by Sector & The Impact of AI

Pay-per-click (PPC) remains one of the fastest paths to pipeline, but the economics vary widely by industry and are shifting as AI reshapes the SERP. CPCs are up versus prior years, conversion rates have improved in many categories, and lead quality is increasingly a function of how well advertisers feed first-party data into bidding models.

The table below summarizes 2025 search-PPC benchmarks by sector—CPC, conversion rate (CVR), and cost per lead (CPL)—so you can compare what “good” looks like in your niche and calibrate ROI assumptions.

Use these numbers as directional guardrails, then layer in your own close rates and LTV to get to the only metric that matters: profitable growth.

PPC ROI Benchmarks by Industry (U.S. Search PPC, 2025)
SectorCPC (2025)CVR (2025)CPL (2025)Notes
Attorneys & Legal$8.585.09%$131.63Intake speed drives ROI.
Home Services$7.857.33%$90.92Strong local intent.
Healthcare (Physicians & Surgeons)$5.0011.62%$56.83Appointment UX boosts CVR.
Real Estate$2.533.28%~$100.48Lean on LSAs/retargeting.
B2B / Business Services$5.585.14%$103.54Optimize to qualified pipeline.
Restaurants & Food$2.057.09%$30.27Fast payback with ordering.
Automotive – Repair/Service$3.9014.67%$28.50Top-tier CVR locally.

ROAS reference points (revenue-based, not lead-based)

  • Median Google Ads ROAS (all, Apr ’25): 3.31x. Varos
  • By industry (PPC / SEM ROAS): Construction 2.25x, eCommerce 2.05x, B2B SaaS 1.70x, Cybersecurity 1.40x, Financial Services 1.05x (SEO ROAS is much higher in many of these, underscoring channel mix). First Page Sage
  • B2B attribution wrinkle: One study claims very high influenced ROAS from branded search; treat as upper-funnel contribution vs. strict last-click ROI. Dreamdata
20-year trend of PPC ROI by industry (2005–2025). Each line represents an industry’s estimated return on ad spend (ROAS multiple), highlighting how ROI has generally declined over time due to rising CPCs, competition, and AI-driven SERP changes—with some verticals (like home services and healthcare) holding steadier than others (like legal and real estate).

What AI changes next (and how it affects ROI)

  1. SERP real estate is shifting
    AI Overviews reduce available clicks and push some journeys into AI modules → lower CTRs and potentially higher CPCs on remaining commercial queries. Expect more ads embedded inside AI answers; you won’t yet target AIO directly, but existing campaigns will surface there. Track impression share & auction insights for queries that trigger AIO. EMARKETER Digiday Business Insider
  2. Automation will keep compressing performance gaps
    Broad match + Smart Bidding + PMax/Asset Gen keep improving. With CPL up modestly but CVR improving in 2025, automation is finding higher-intent pockets—if creative and offline conversion signals are strong. Feed Enhanced Conversions, Offline Conversion Import (OCI), and CRM quality signals to guide the models toward profitable leads. LocaliQ
  3. Privacy & measurement
    Third-party cookies’ slow-roll and Sandbox testing keep the emphasis on consented first-party data and modeled conversions. Make sure Consent Mode, EC, and server-side tagging are dialed in to preserve measurement (and therefore Smart Bidding’s accuracy). Google HelpPrivacy Sandbox

In short, AI is changing the way PPC campaign management is occurring, and it's happening FAST.

Sector-specific expectations (next 6–12 months)

  • Legal: Expect continued high CPLs; ROI hinges on intake speed and close rates. Lean into LSAs (pay-per-lead), call tracking, and qualification automation to protect ROAS. LocaliQ
  • Healthcare: Mixed CPLs by specialty; physicians/surgeons CVR remains strong. Invest in appointment UX, pre-qual triage, and HIPAA-safe OCI to let bidding value true patients. LocaliQ+1
  • Home Services: Favorable CVR/CTR; protect ROI by geofencing, lead-quality filters, and rapid scheduling flows (SMS). LocaliQ
  • Real Estate: Low CVR keeps CPL high; pair search with retargeting and LSAs where eligible. Tighten geo/keyword intent and push more first-party audience lists. LocaliQ
  • B2B SaaS/Pro Services: Lower PPC ROAS norms; success depends on lifecycle value and pipeline attribution. Broaden to PMax + LinkedIn audience imports and optimize to qualified opportunity value, not raw leads. First Page Sage
  • E-commerce: Aggregate ROAS around 3x is common but volatile by category. Creative iteration speed (UGC, feeds, promos) + PMax structure make the difference. Varos

Quick math template (plug your numbers)

ROI ≈ (Close-Rate × Avg Customer LTV ÷ CPL) − 1

Example (legal): if close-rate 12% and LTV $6,000 on CPL $132 → ROI ≈ (0.12×6000 / 132) −1 ≈ 4.45x (345% net). Improve any one input (faster intake bumps close-rate; better routing lowers CPL) and ROI jumps. Benchmarks for CPL/CVR above provide solid starting points. LocaliQ

What to test now (90-day plan)

  1. Measurement & signals: Ensure Consent Mode v2, Enhanced Conversions, and Offline Conversion Import are live; bid to qualified lead values, not just raw form fills. Google Help
  2. SERP/AIO resilience: Track segments where AIO appears; shift budget into high-intent themes and LSAs (legal/home services) and watch paid share of voice. LocaliQ
  3. Model-friendly structure: Use broad match + value-based bidding, and PMax with clean asset groups (feed + creative variants). Expect CVR tailwinds even if CPC creeps up. LocaliQ
  4. Creative velocity with AI: Generate multiple copy/visual angles; keep winners and rotate weekly. (Meta/Google automation rewards fresh, relevant assets.) Business Insider

Conclusion

PPC will keep paying when two things are true:

(1) you can convert and qualify leads quickly, and

(2) your bidding models are trained on the outcomes that actually make you money.

As AI compresses differences in targeting, the edge shifts to first-party data, creative velocity, and value-based bidding.

Treat the benchmarks above as starting points, then rebuild your ROI math from the ground up: ROI ≈ (Close Rate × LTV ÷ CPL).

‍

Contact us today for your customized PPC audit to see how we can improve your search engine marketing ad spend.

Timothy Carter
|
July 30, 2025
Car Dealerships: Why Retargeting Should Be a Key Part of Your PPC Strategy

When you’re running pay-per-click (PPC) ads, it’s easy to assume clicks mean genuine interest, but most car shoppers are just kicking tires online. Seeing your inventory once doesn’t mean they’re ready to buy anytime soon or even at all. If you want to reach the portion of clicks that come from serious buyers, you need to use retargeting. 

The reality is that even prospects who intend to buy a car will bounce before contacting you or visiting your lot in person. And if you don’t have a way to keep them aware of your business, when they’re ready to buy, they’ll buy from a competitor. Running retargeted ads will keep your dealership in their awareness even after they bounce.

According to a 2022 Cox Automotive Car Buyer Journey Study, the average person spends more than 14 hours searching for a new car, which includes visiting around 5 websites before making a purchase decision. The sites they visit include automakers, dealers, third-party sites, and pre-owned car lots with online inventory. Your prospects aren’t going to buy right away, so to get the sale you need to reel them back in. If you’re not using retargeting – also called remarketing – in your PPC campaign, you’re missing out on hot leads.

How retargeting works for car dealerships

Buying a car isn’t a small decision. People compare makes, models, and deals and look for dealerships with great reputations. Getting a single click from a potential car buyer isn’t enough to make the sale. And when they bounce, there’s no guarantee they’ll remember you exist. You’re paying for all those initial clicks, and if potential leads never come back you’ve wasted your ad spend. When you use retargeting, you’ll have another chance to turn their curiosity into a conversation, and that’s why remarketing is an essential component in every PPC ad campaign.

PPC ad retargeting for car dealerships shows your ads to people who have already clicked on an ad or visited your website. When implemented strategically, it keeps your dealership visible across multiple platforms and follows those people across the web. For example, when you run retargeted ads on the Google Display Network, your display ads will show up on the blogs, news sites, and apps your prospects frequent.

You can also run retargeting campaigns on social media sites like Facebook and Instagram. As long as your prospects scroll through their daily feed, your ads will show up for them if they’ve already interacted with you. YouTube also offers retargeting options with video ads that play right before the content. In fact, don’t underestimate the power of YouTube video advertising. According to data from Wyzowl, video ads convince 84% of people to buy a product or service. 

Remarketing allows for tailored messaging

Not everyone searching for a new car will respond to the same bland, boilerplate message. For example, someone browsing luxury SUVs isn’t going to click on an ad that says, “Low APR on all models!” That’s where remarketing shines. It lets you tailor your message to what each user actually wants, which increases response rates.

With retargeting, you can segment your audience based on their interests and behavior. For example, someone comparing financing terms won’t be swayed by flashy sports car imagery. With retargeting, you can show truck shoppers truck ads and sports car shoppers sports car ads. It sounds simple, but it’s one of the most powerful marketing methods of all time. People are far more responsive to messages that feel personal. You may have caught their attention with a general ad at first, but once they start browsing those SUVs on your website, you can retarget them with SUV ads.

When you use retargeting, you can provide different calls to action (CTAs) to users based on how they’ve engaged with your web pages. A visitor who spent a lot of time on your truck inventory pages can be served ads for your latest truck deals. Someone who checked out your lease specials can be hit with ads that talk about financing offers. It’s deceptively simple and brutally effective. Relevance is everything. When your ads reflect what the prospect was already thinking about, it feels personal and resonates.

A next-level tactic is using engagement depth to determine how strong your call to action should be. For instance:

·      Multi-page viewers and long dwell times. These are warm leads and can be retargeted with stronger CTAs like “Book a test drive” and “Get a quote today.” They’re close to converting and just need a little push.

·      Single-page bouncers. These are people who just peeked at your site. They can be re-engaged with lighter touchpoints like a general promotion or model comparison guide to reel them back in.

·      Abandoned lead forms. If someone started filling out a form but didn’t finish, retarget them with a reminder and a stronger offer to sweeten the deal (e.g., “Complete your form for $500 off!”).

This level of nuance turns retargeting into a conversion machine and allows you to show the customer exactly what they want to see.

Retargeting builds trust over time

People don’t buy cars from whatever dealer they find first. That’s too risky. They buy from dealerships they trust and that feel familiar. You can build that sense of familiarity and trust through retargeting. For example:

·      Consistent branding across ads. Using consistent branding, design, and messaging throughout your ads reinforces your dealership’s identity.

·      Frequency builds familiarity. People need to see a brand between 5-7 times before they’ll remember it. Retargeting puts your dealership in front of people over and over again. Even if they don’t click right away, it’s helping to establish your credibility.

·      Social proof works. When you use social proof like customer testimonials or awards in your ads it builds trust with your prospects.

Trust is earned over time, and retargeting will help you get it.

Retargeting helps you stay competitive

If you’re not using retargeting, your competitors definitely are. Car dealerships operate in one of the most brutally competitive markets out there, with national chains and franchise giants dominating search results and flooding ad channels with endless budgets. If you’re not showing up again and again, your competitors will, and they’ll scoop up all your leads. 

The good news is you don’t need a massive marketing budget to get results. Retargeting allows smaller, local dealerships to play smart rather than trying to play big. When you focus on local PPC with hyper-targeted remarketing, you can reach a smaller, more qualified audience – people who are actually in your area, browsing your inventory, and likely to buy soon. 

And unlike those cookie-cutter campaigns from national dealers, you can make your messaging feel personal and specific to your local community. That’s an edge big budgets don’t have. 

Every visitor who leaves your website without converting is a potential sale but not necessarily lost. With smart retargeting, you can bring them back into your funnel and stay top-of-mind while your competitors waste money shouting into the void. Persistence wins the sale and retargeting is how you stay on the map.

Remarketing is cost-effective

To be blunt, search ads can get expensive fast, especially when clicks can cost a couple dollars per click. Pouring money into cold traffic is gambling on people who may not be ready to engage. Retargeting changes everything.

Display retargeting clicks typically cost a fraction of what you’d pay for search ads using competitive keywords. You’re no longer paying top dollar to get someone’s attention from scratch – you’re nudging people who already know who you are, and those people are more likely to respond. This makes retargeting one of the most cost-effective ways to use your advertising budget.

·      Lower CPC, higher intent. Retargeting costs less per click, but you’re targeting people who already visited your site and showed interest.

·      Better conversion rates. Familiarity breeds trust. Retargeted visitors are statistically more likely to convert than new users who just clicked an ad out of curiosity.

·      Higher ROI. Since retargeting reaches warm leads, the cost of acquiring a lead is usually lower, which means your overall cost per lead is lower and you get better ROI.

If you’re skipping remarketing because you think it’s just something “extra” that doesn’t make a difference, you’re not saving money – you’re losing easy wins. Instead of perpetually chasing new, cold traffic, invest in converting the traffic you’re already getting. That’s exactly what remarketing does.

Promote real-time inventory with dynamic retargeting

Generic ads are fine for first impressions, but once someone has browsed your inventory it’s time to get specific with dynamic retargeting. Here’s how it works:

When a prospect views a specific vehicle on your site, you can use retargeting ads to show them the exact vehicles they viewed and others like it down to the year, color, trim, and mileage. For example, if they looked at a black 2005 BMW 535i, that’s exactly what they’ll see in the ad – the same photos, same specs, all across sites like YouTube, Facebook, news platforms, and more. This reminds your prospects of exactly what they want.

Dynamic retargeting works by integrating your live inventory feed with your ad platform, like Google Ads or Meta. This means the vehicles displayed in your ads will always be up to date and won’t feature cars you sold last week. 

Beyond personalization, dynamic ads are an incredible tool for creating a sense of urgency:

·      Leverage scarcity. With these ads, you can leverage the power of scarcity by stating that your inventory won’t last. Using messages like “Only 1 left” or “Recently reduced” signals that the opportunity won’t last.

·      Show what’s popular. If a particular model is getting a lot of views, let your prosects know. People don’t want to miss out on a good deal.

·      Trigger action with FOMO. Fear of missing out is real, and when people see the car they want again – with a reminder that it might sell soon – they’re more likely to come in for a test drive.

By using retargeted ads, you can increase conversion rates by up to 200% compared to standard display ads. These ads feel more like a helpful reminder than an outright advertisement.

Retargeting can be done strategically

If you’ve never run paid ads before, it’s easy to assume your only options are basic keyword targeting and generic follow-up ads. But today’s ad platforms give you a buffet of hyper-specific targeting capabilities to fine-tune exactly who sees your ads, where, when, and how. 

One of the most effective PPC retargeting tactics for car dealerships is location-based targeting. With radius targeting, you can serve ads to people within a specified distance from your dealership, like within 10-15 miles. These will be prospects who are not only likely to visit your site but could realistically walk into your showroom today. Don’t waste ad spend on clicks from people three states away.

Then there are device-specific campaigns. If your analytics show that 75% or your traffic comes from mobile (this is common), you can launch a mobile-only retargeting campaign with click-to-call buttons, mobile-optimized landing pages, and a map and directions built right into your ads. This will improve the user experience and increase conversion rates.

Timing also matters. When you schedule your ads you can control when they appear. Run them during lunch breaks, in the evenings, or on weekends when people have more time to browse car listings and are more likely to make big purchase decisions.

Other strategic targeting elements include:

·      Demographic targeting. You can tailor your messages based on age, income level, and household status. A 25-year-old college grad and a 45-year-old parent are not shopping for the same reasons even though they might buy the same car.

·      Behavioral triggers. You can create audiences for your retargeted ads based on repeat visits, clicks, video views, or interaction with a specific feature like a trade-in calculator.

·      Lookalike audiences. Build new audiences that resemble your best customers. Platforms like Meta and Google are really good at identifying similar users based on their behavior online.

The bottom line is that retargeting doesn’t have to be broad. With the right strategy, it becomes a smart, cost-effective system for reaching the right prospects at the right time.

Remarketing supports seasonal and promotional campaigns

Have a sale, lease offer, or year-end clearance? Retargeting can amplify the urgency to act now. By offering short-term discounts and financing deals, you can tap into the urgency people feel when presented with time-sensitive offers. Emphasize the end date using a countdown timer or final deadline to create FOMO (fear of missing out). 

With this type of retargeting, you can align your ads with your email messaging to increase conversions even more. For example, if you sent out a promotion to your email list, they’re likely to see your retargeted ads and be reminded of the deal you’re offering. 

Stop letting leads slip away – convert clicks into sales with PPC.co

Retargeting is the PPC secret weapon most car dealerships don’t take advantage of. Using this strategy can make the difference between a one-time curious visitor and a buyer ready to schedule a test drive. If you’re spending money on clicks without retargeting your visitors, you’re wasting your ad spend. 

At PPC.co, we specialize in high-performance white label PPC campaigns that include smart retargeting from day one. Whether you’re launching your first campaign or looking to tighten up your existing ad strategy, we can help you capture more leads, drive more traffic, and move cars off your lot. Let’s turn those clicks into closed deals – contact us now to get started.

Recent Posts

PPC Ad Trends by Sector & The Impact of AI
Samuel Edwards
|
August 22, 2025
Car Dealerships: Why Retargeting Should Be a Key Part of Your PPC Strategy
Timothy Carter
|
July 30, 2025
Web Hosting Providers: How to Generate Quality Leads with PPC Ads
Samuel Edwards
|
July 22, 2025
How to Get Coaching Leads Through Cost-Effective PPC Campaigns
Samuel Edwards
|
June 11, 2025
This Mini-Guide Will Help You Build Better PPC Campaigns for Your Law Firm
Timothy Carter
|
June 11, 2025
PPC Case Study: Tampa, Florida Apartment Complex
Samuel Edwards
|
May 30, 2025

Newsletter

Get Latest News and Updates From PPC.co! Enter Your Email Address Below.

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Grow Your Business With Paid Search

Get My Free Proposal

Contact Information

  • Phone: +1 (425) 494-5168
  • Email: info@ppc.co

Connect with us

About Us

For nearly 15 years, PPC.co has provided expert pay-per-click consulting services to SMEs and Fortune 500 companies alike. Let us make your paid campaigns shine! 

Services

  • Paid Search Management
  • Google Ads Management
  • Facebook Ads Management
  • Linkedin Ads Management
  • Amazon Ads Management
  • Display Ads Management
  • Youtube Ads Management
  • Retargeting Management
  • White Label PPC
  • PPC Audits

Site Navigation

  • About Us
  • PPC Blog
  • PPC Careers
  • Contact Us

© 2024 PPC.co, All rights reserved.

  • Terms of Service
  • Privacy Policy