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How to Use Shared Campaign Budget in Google Ads

Samuel Edwards
|
July 27, 2021

Google Ads is a great advertising platform, but it can be difficult to manage all of the different campaigns that you have running.

One strategy that will help simplify your workload is setting up shared campaign budgets. This article will show you how to set up and use this budget type in Google Ads so that you spend less time managing your campaigns.

This feature may also be beneficial if you’re running multiple Google Ads campaigns and need help automating the management process.

Let’s get started!

What is the Shared Campaign Budget Feature in Google Ads?

Shared Campaign Budget Feature in Google Ads

The Shared Campaign Budget feature allows multiple campaigns to contribute towards one shared budget. Google will allocate a proportional amount of your total campaign spend across all linked campaigns based on each campaign’s performance in the previous period.

The feature makes it easier to manage several campaigns at once, usually during A/B testing sessions when you want to find the most profitable campaign from the rest of the bunch.

Why is this Feature Important?

It’s a great way to optimize your campaigns and save time.

For example, if you have three Google Ads campaigns that are all performing well across the board, then using this feature can be an excellent way to allocate your marketing spend in order to maximize profits.

Using this feature offers the following benefits:

  • The ability to run multiple ads or manage numerous Google Ads accounts for clients.
  • Automatic allocation of budget means less work for you
  • Tracking performance without any additional effort on your end. Use it as a benchmark when deciding which campaign deserves more funding next period.

When Should You Use This Feature?

If you’re running multiple campaigns in Google Ads, then the shared campaign budget is an excellent feature that will allow you to simplify your workload.

This article will show you how to create a Shared Campaign Budget in Google Ads and what are some of its benefits.

One of the most common uses is when companies are conducting A/B testing sessions because it offers one simple way of managing multiple tests at once without needing additional work from you other than inputting a few numbers into the system.

The ability to use automatic allocation means less time spent micromanaging budgets which free up more time for optimization and other important tasks.

When Should You Avoid This Feature?

You should avoid this feature when you’re running campaigns with vastly different budgets.

For example, if one campaign is generating $100 and the other will generate $1000 in a period of time, then it would be better to let Google Ads allocate the budget for both campaigns instead of using shared campaign budgeting.

If your campaign is similar to what we just described, it’s best to manually adjust the budget of your campaign. If you still lack the time, it’s best to hire a PPC agency for the job.

How to Setup the Shared Campaign Budget Feature

Setup the Shared Campaign Budget Feature

Fortunately, using this feature is quite simple in Google Ads. Just follow these steps to get the job done:

  1. Click the “Campaigns” tab.
  2. Select the” Shared Library” link in the left navigation bar.
  3. Under that link, select “Budgets.”
  4. Select “+New budget.”
  5. Give your shared budget a name, choose the campaigns to apply it to, and set a budget amount.
  6. Click “Save.”

And, just like that, you’re all finished. While this process is simple to carry out, hiring a PPC agency to make this change may be in your best interest. Continue reading below to find out.

Should You Just Hire a PPC Agency to Do the Work?

Should You Just Hire a PPC Agency to Do the Work?

The answer to this question depends on your budget and company size. If you’re working with a small business or don’t have the time, then hiring an agency is worth it for these reasons:

  • Efficient management of campaigns
  • Experience in PPC marketing
  • Knowledge of best practices that can lead to higher profits

If you need help running a Google Ads campaign but lack the experience, skillset, or equipment necessary to do so effectively, outsourcing may be a better move than using the shared campaign budgeting feature.

Benefits of Hiring a PPC Agency

So, you’ve decided to hire a PPC agency to enact the shared campaign budget feature or just run your Google Ads campaign? If so, you should familiarize yourself first with the benefits of making this hire.

These benefits include:

Skilled PPC Experts Will Handle the Technical Details:

The PPC experts you hire will have the skills and experience necessary to get your campaign up and running.

A Professional Agency Can Help with Budgeting:

In addition to handling things like keyword research, report analysis, and account management, professional agencies also know how much money should go where in order for a campaign to be profitable.

Familiarity With All Google Ads Features:

There are many features that might not seem intuitive or easy at first glance in Google Ads such as location targeting options which is why an agency has familiarity with them all when it comes time to decide what’s best for your business’ needs.

You’ll Better Achieve Your Goals:

An agency will know how to set up conversion tracking, integrate Google Ads with other marketing channels and platforms such as social media or email marketing, and make the most of remarketing strategies.

You’ll Have a Dedicated Account Manager:

A PPC expert from an agency is assigned exclusively for your account so you’ll never be alone in managing it which means that they’re more likely to stay on top of things like keyword research and competitive analysis than if they were just working with one client at a time.

Better Customer Service Experience:

PPC agencies often have access to 24/hour customer service lines where their experts are available to answer questions before, during, or after hours when other companies might not be able to provide this level of support.

PPC Agencies Can Help With Keyword Research:

A PPC agency can help with keyword research which is often the most difficult and time-consuming part of any campaign.

PPC agencies have access to tools like SEMrush, Google Ads Editor, keyword tool suggestions from Google Search Console, or Bing Webmaster Tools that you might not be able to get on your own.

They also know how best to analyze reports in order for them to provide useful information about what’s going well and where improvements are needed in a timely manner without ever being too late.

About PPC

We take pride in being one of the most well-known PPC agencies in the United States. If you desperately need to turn your ad budget into more revenue for your business, then we can help.

We have more than a decade of PPC management experience. When you choose to hire us, we’ll put a dedicated account manager and a team of professionals to manage your campaign and ad spend.

Why You Should Choose Us

We realize there are dozens of PPC agencies in your area to choose from. Many of them will claim to offer the best PPC management services for your company. At PPC, we prioritize providing exceptional benefits to our clients, which include:

Keeping Up With Recent PPC Trends:

Facebook Ad Revenue

We’re always on top of the latest PPC trends so that we can take full advantage of them for your business.

Providing You With Detailed Reports:

Reports are a critical part of any successful campaign and they should be detailed enough to provide information about what’s going well with your account, as well as where improvements may need to happen in order for you to achieve your goals.

Free Consultation:

It’s important to have an expert review everything before moving forward which is why our free consultation service allows you to get advice from one of our experienced professionals without having to spend too much money just yet.

Enhanced ROI:

You’ll get a return on your investment every time you work with us. We make it our priority to give clients the best possible ROI for their advertising dollars which means getting them as many conversions and leads at the lowest cost-per-acquisition that we can manage.

Expert Keyword Selection:

We have a team of professionals who are experts at keyword research, so they’ll be able to help you select the right keywords for your campaign.

Working With Your Budget:

The budget is something that often gets overlooked when it comes to PPC advertising which is why our agency will work with yours in order to create campaigns and ad groups within your set restraints without ever wasting money on anything superfluous.

Professional Ad Copywriting Services:

PPC agencies are experts in ad copywriting which is often the most important part of any successful campaign. We strive to provide amazing copywriting services to ensure that your ads are engaging to your target audience.

Impeccable PPC Knowledge:

We have more than a decade of PPC management experience. We’ll take the time to get to know you and your business so that we can provide our expertise in an area where it’s needed most, without ever being too late.

More importantly:

  • Our agency is well versed in all aspects of PPC advertising which means no matter what challenges you’re currently facing with your campaign, there will be someone on staff who has dealt with similar issues before and knows how to fix them quickly for you.
  • Every member of our team is passionate about digital marketing because they believe that every company deserves their best effort when it comes to an internet marketing strategy which includes an affordable ad campaign strategy.
  • We have a large team of specialists across the world, meaning we can handle campaigns of all sizes, regardless of the industry or budget.

Helping You to Save Time:

We have a team of specialists who are willing to work with you in order to help save time.

It’s important for any business owner or manager to try and find ways of saving as much time as possible, which is why we offer PPC management services that will get your account back up and running quickly so you won’t be wasting money on ads that aren’t performing well.

Assisting You in Tracking Your Campaign’s Performance:

You’ll want to know how your campaign is performing so that you can make adjustments accordingly.

We offer a variety of tracking services that will help you in making decisions about the future of your account, and it all starts with one simple consultation from our team today.

Committed Money-Saving PPC Techniques:

We are committed to providing our clients with money-saving PPC techniques that will get them the most ROI for their advertising budget which is why we run campaigns vigorously with a watchful eye, so you’ll never waste time or money.

You Can Scale Your Campaign:

As your business grows, you’ll want to scale up so that it can keep up with the demand of an increased number of customers.

We offer a variety of options for scaling our campaigns which means we’re able to work within any budget and grow at any pace that is necessary without ever missing a beat or wasting money on anything superfluous.

Save Money on Hiring an In-House Team:

It’s not always possible for businesses to hire an in-house team of PPC experts, which is why it can be a money saver to work with our agency.

When you partner with us, we’ll take care of all your current campaigns plus provide consultation on future projects so that you don’t have to worry about anything other than what comes most naturally: running your business and making decisions based on the data from one campaign.

Impeccable Ad Creation Services:

We offer impeccable ad creation services which will ensure that every aspect of your ads is focused directly on your target demographic while also engaging them enough so they click through onto the landing page where conversion rates will be higher because their interest has already been piqued.

You Can Avoid Wasting Money Doing it Yourself:

Wading through the murky waters of PPC can be a time-consuming and confusing process, but not with us.

Our team has more than ten years of experience in the industry which means you won’t have to waste any valuable hours learning how to do it yourself when we’re happy to help.

Contact Us Today!

Do you need help turning on the shared campaign budget feature in Google Ads? If so, contact us today to speak to a member of our team to see how we can help.

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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