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8 Tools for Analyzing Your Competitors in PPC

Samuel Edwards
|
January 10, 2022

Analyzing your competitors is a critical strategy for creating a winning pay-per-click campaign. You need to know who your competitors are, what keywords they’re targeting, which keywords they’re ignoring, and what kind of ads they’re running.

You can get all of this information manually, but it’s easier and faster to get it from PPC competitor analysis software for competitive analysis.

Why you need to perform PPC Competitor Analysis

Analyzing what your competitors are doing will help you avoid their mistakes and imitate their successes. It’s like getting an inside scoop on what works and what doesn’t without having to experiment with every possibility yourself.

What PPC Competitor Analysis is Not

Although you’ll be analyzing your competitors’ PPC activity and gaining great insights from their advertisements, competitor analysis is not a own marketing strategy for copying their ads.

You’ll get creative ideas from their ad copy, images, keywords, and headlines, but it’s important to remember to avoid copying images and text word-for-word.

If you’re already getting decent results from PPC ads, analyzing your competition can help you increase your market share.

Start analyzing your competition today

To help you start analyzing your competitors, we’ve created a list of the top 8 PPC best website competitor analysis tools.

1. SEMRush (free to try – $99.95+)

SEMrush website competitor analysis tools/competitor analysis tool & keyword research - how to keyword research, relevant keywords & increase organic traffic

If you’re running an SEO marketing campaigns, you’ve probably at least heard of SEMRush, if you haven’t already purchased a subscription. This is one of the best search engine optimization (SEO) tools/competitor analysis tool around, but it’s also excellent for PPC competitor analysis.

Features

  • PPC ad research. Just type in the URL of a competitor and SEMRush will provide you with a list of their keywords, bidding strategies, monthly budget, allocated organic traffic, and ad text.
  • Multiple platform tracking. SEMRush will provide you with data from Facebook and Bing PPC ad accounts.
  • Display ad research. SEMRush has a large database full of PPC ads published across the world. If your competitors have ever published an ad through the Google Display Network, it’s probably in the SEMRush database.

The free version of SEMRush will give you an overview of data, but you’ll need a paid account to get the details for competitive analysis.

SEMRush is one of those versatile best competitor analysis tools that every digital marketer should have for marketing efforts.

2. Google Ads Auction Insights (free)

Google Ads Auction Insights- SEO competitor analysis tools/competitive analysis tools

Google’s Action Insights tool makes it easy to compare your PPC ads with your competitors/competitive analysis, including overall performance and bidding strategy.

Features

When you use this tool, you’ll be able to view ad data from competitors bidding, competitors rank on the same keywords and ad placement auctions as you. Auction Insights will show you the following metrics:

  • Impression share. This metric is a ratio of impressions received compared with eligible impressions. The higher your impression share, the more often your ads are being displayed for your keywords.
  • Overlap rate. Your overlap rate shows how frequently your ads have been displayed next to your competitors’ ads. For example, if you see a competitor’s overlap rate of 10%, that means 10% of the time both of your ads were displayed at the same time.
  • Outranking share. This metric tells you how often your ads outranked a competitor’s ad. Obviously, a high outranking share score is desirable. If your score is low, take note of who is outranking/search rankings you and do more research into their ads.

Google’s Action Insights is free and comes with your Google Ads account to spy on your competitors.

3. Facebook Ad Library (free)

Facebook Ad Library

The Facebook Ad Library is one of the most underused competitor analysis tool around. Born from the desire to provide transparency, the Facebook Ad Library will give you free access to all current ads published by your competitors.

Features

  • Access to current ads. Just search for your competitors by name and you’ll get a list of ads they’re running on Facebook.
  • Search by keyword. If you don’t know who all of your competitors are, you can also search for ads by keyword. These organic search results might not be from your competitors, but they might still be useful to you.
  • Filter search results by media type. Once you get your search results, you can filter the ads by media type like images, memes, videos, and plain text.

Even if you don’t plan on running PPC ads on Facebook, check out what your competitors are publishing. You can use their ads to help determine your next moves on other PPC platforms.

4. What Runs Where ($299-$399)

What Runs Where

The ads database from What Runs Where contains ads from more than 90,000 individual advertisers, which amounts to over 60 million advertisements. When you need ad data from your competitors/spy on your competitors, you can’t beat the insights from a database this large.

Features:

  • See ads as displayed to users. You’ll see all of your competitors’ ads in detail as displayed to users, including images, text, and headlines.
  • Three types of ad data. Get data for desktop native, desktop display, and mobile display ads.
  • Ads come from across the internet. This ad database comes from across the internet, not just one platform like Google or Facebook.
  • Deep, granular insights. What Runs Where will tell you which calls-to-action (CTAs) have been successful, where the ads have been running, and what keywords were associated with each ad.
  • Filter results. Once you find your competitors/competitor research’ ads, you can filter your results by ad type, keyword, date, country, and other parameters.
  • Separate affiliate campaigns. You can filter out ads from affiliate campaigns run by the main brand.

The information provided by What Runs Where will help you optimize your own PPC ad campaign to capture more of your competitors’ traffic.

Pricing

What Runs Where offers two different plans at $299 and $399 per month.

5. Spyfu ($33-$299)

Spyfu competitive research, competitive intelligence & keyword rankings - detailed analytics

When you’re managing an SEO and PPC ad campaign, Spyfu is a great resource to spy on your competitors. However, some people have reported inaccurate website traffic and budget data so be prepared to compare data with another tool.

Features

  • Ad spend revealed. Search for your competitors/competitor research’ website to find out what they’re spending on PPC ads through Google Ads.
  • Ad performance. Spyfu will tell you how many clicks your competitors are getting on their ads plus how many paid keywords they’re using.
  • View competitor ads. View your competitors’ ads from the last 5 months.
  • CPC estimates. The paid versions of Spyfu provides CPC estimates along with additional keyword stats.

Spyfu is one tool that provides free users with access to large amounts of data, so it’s definitely worth signing up to test out.

You can also search for competitors backlinks and export your data to custom reports. If you want a powerful competitor/competitor research analysis tool, Spyfu has you covered with a risk-free 30-day money back guarantee.

6. Serpstat ($55-$499+)

Serpstat

Serpstat is primarily an SEO platform with PPC competitor analysis feature’s.

Features

  • Generate a list of competitors. Don’t know who your competitors are? Enter your website into Serpstat and you’ll get a list of your competitors.
  • Keyword insights. On the back end, the system figures out which keywords you share with your competitors, which keywords they’re using that aren’t present on your website, and how many keywords your competitors are bidding on through PPC ads.
  • View competitors’ ads. Serpstat will show you past ads run by your competitors on PPC platforms.

There’s a free browser-based version of Serpstat, but the features are limited. You’ll need a paid account to get significant, usable insights.

7. iSpionage ($50+)

iSpionage

iSpionage is one of the more affordable paid PPC competitor analysis tools and it also happens to provide some of the most advanced insights. This is a great tool for learning what works and following the examples set by successful competitors.

Features

  • Keyword Effectiveness Index (KEI). Identify the most effective and profitable keywords in your niche.
  • Ad Effectiveness Index (AEI). Identify your competitors’ most profitable ads.
  • Analyze data from three search engines. iSpionage pulls data from Google, Bing, and Yahoo.
  • See your competitors’ monthly budgets. In addition to seeing how much your competitors are spending on PPC ads, you’ll also get access to their overall strategy.
  • Additional SEO analysis features. As a bonus, you can also identify your competitors’ top SEO keywords so you can make sure you’re covering all the right keywords.

Overall, iSpionage is a great tool for anyone running a PPC marketing campaigns.

8. KeywordSpy (free to try)

KeywordSpy-best competitor analysis tools

KeywordSpy offers several PPC competitor analysis feature’s that pull real-time data. Some top brands use KeywordSpy, including Toyota, IBM, and American Express.

Features

  • Keyword identification. Identify competitors’ keywords and domain names used in their PPC ads.
  • View ad copy. See what your competitors are writing for their headlines and ads (content strategy).
  • View competitors’ ad spend. Find out how much money your competitors are spending on their ads.

The free trial will allow you to track a maximum of ten keywords, ads, and domains/competitor’s domain from your competitors.

PPC competitor analysis tools are extremely helpful

Ultimately, PPC competitive analysis tool will help you spy on your competitors & increase your CTR, reduce your CPC, identify keyword gaps, and ensure you’re targeting all the right keywords for your industry.

If you haven’t started analyzing your competition, sign up for some free trials with the competitor analysis tool listed in this article and take them for a test run. When you find the competitor analysis tools that fit your needs, upgrade to a paid version.

Need help with your PPC ad campaign? We can help!

How is your PPC ad strategy working out? If you’re getting less-than desirable results, our PPC ad services can help.

Running PPC ads isn’t easy. In fact, it takes time and commitment to learn all the ins and outs of pay-per-click advertising. Although some self-taught marketers can run a decently successful campaign, achieving outstanding results is a job best suited for professionals.

There are many complex PPC ad strategies you can’t learn over the weekend, like dayparting, for example. Also, each PPC platform requires a slightly different approach on the technical side.

If your ad campaign is struggling, reach out to our team of ad specialists – we’d love to help you get the clicks and conversions you deserve.

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 26, 2025
How to Get Coaching Leads Through Cost-Effective PPC Campaigns

Whether you’re a life coach or a business coach, you need a steady flow of leads to stay profitable. It’s not enough to post on social media. No matter how popular you become, being well-liked and even loved doesn’t guarantee clients.

For coaching businesses, pay-per-click (PPC) campaigns can be a powerful way to attract high-intent leads – people actively looking for transformation, accountability, and clarity. But you can’t just throw some ads up on Google and expect results. You need a strategy that uses the right targeting, messaging, and structure to avoid expensive lessons in trial and error.

In this guide, we’ll break down the essentials of building cost-effective PPC campaigns designed specifically for coaches who want conversions, clients, and growth.

Everything begins with keyword research

The first step to creating any high-performing PPC campaign is identifying what your potential clients are searching for online. PPC ads show up in search results (Google, Bing) and social media feeds (Facebook, LinkedIn, TikTok) based on the phrases users type into the search bar when looking for content.

To get your ads seen by your ideal clients, you’ll need to tap into their innermost thoughts – like a burned out executive searching TikTok at 2:00 a.m. for “how to find my purpose” or “how to get a promotion.” You’ll want to target searches that indicate the user is unhappy and is looking for a solution that coaching can help them achieve.

Not all keywords are equal. You’ll get more leads that convert by targeting keywords that indicate a user is ready to take action. Use tools like Google Keyword Planner, Semrush, and Ubersuggest to find keywords with strong intent. High-intent searches might include phrases like:

·  Business coach for entrepreneurs

·  Life coaching to reduce stress

·  Life coaching to find my purpose

·  How to grow my small business fast

·  Career transition coaching

These and similar phrases related to your coaching business will be the foundation for your paid ad campaign on any platform.

Understand the customer journey

The customer journey consists of three stages that lead someone into the buying stage:

·  Stage 1: Awareness. The prospect is aware they need help, but they don’t know exactly what they need or how to get it.

·  Stage 2: Consideration. The prospect has named their problem and are actively looking for a solution.

·  Stage 3: Decision. The prospect knows they want to work with a coach, and they’re in the process of deciding who to work with.

If you’re running a full marketing campaign with email marketing, you’ll want to run ads that address leads in all three stages. The people you capture in stages one and two will need to be nurtured over time through email. Leads you capture in stage 3 can be more easily turned into a paying client faster. If you aren’t capturing emails yet, only target leads in stages two and three for the best results.

Define multiple client avatars for ideal targeting

No matter what type of coach you are, your ideal clients will have a variety of goals and pain points. Not everyone will share the same concerns or desires. For example, some business owners want to grow their business and open new locations, while others want to build a stronger team or increase their revenue. Some life coaching clients want better relationships while others want to find their life purpose. When you run ads, your target market needs to think, “this ad is for me.” Generic copy won’t cut it.

Your ad copy should target one avatar at a time

You’ll need to run a different ad campaign aimed at each client avatar. To get the most conversions, you’ll need to reach one avatar at a time. Speaking to one avatar in your ads and landing page copy allows you to go deep into their needs, fears, hopes, worries, and concerns. The more specifically you can connect with people, the more likely they are to convert.

To figure out what your ideal clients want, think about their struggles and the potential keywords they might be searching on various platforms. For example, a lot of people are unhappy at work. In this case, potential keywords they might be searching for include:

·  How to find a job that doesn’t suck

·  How to handle conflict at work

·  How to win respect at work

Once you know the pain points you want to target, craft your messages so they speak to emotional triggers. People respond to a sense of urgency (“Burned out? Don’t wait”), personal growth promises (“Find your life purpose in 90 days”), and emotional relief (“Stop second-guessing yourself”). Speak to where your ideal client is right now and show them you can take them where they want to be.

Using this information, you’ll craft ads with headlines, copy, and corresponding landing page copy that speaks directly to your ideal clients. For example, your ads might look like this:

Ad #1 Example

Problem/Keyword search: How to find a job that doesn’t suck

Ad headline: Hate Mondays? Let’s Fix That.

Ad copy:

You spend 90,000 hours of your life at work. Shouldn’t more of them feel fulfilling? Learn how to reconnect with purpose and enjoy what you do. Book your free clarity call now.

Ad #2 Example

Problem/Keyword search: How to handle conflict at work

Ad headline: Tired of Office Drama? Here’s Your Way Out

Ad copy:

Learn strategies to set boundaries and manage work conflict like a pro. Click for a free strategy session.

Ad #3 Example

Problem/Keyword search: How to win respect at work

Ad headline: Feel Invisible at Work? Let’s Change That

Ad copy:

You’ve got the skills. You put in the hours. But the recognition never follows. Sound familiar? Respect isn’t about being louder – it’s about confidence, clarity, and strategy. Book your free consultation and finally be recognized for your full value.

Use dedicated landing pages optimized for conversions

Just like each of your ads target a specific avatar, your landing pages need to do the same. Don’t send traffic to your homepage. Your landing page should reflect exactly what your ad promised.

If your ad says, “Executive Coaching for Burnout Recovery,” then the landing page should address burnout, speak directly to executive professionals, and offer a call-to-action (CTA) for a discovery call.

Effective landing pages consist of the following elements:

·  A dedicated page made just for your ad

·  A seamless transition from ad to landing page

·  A clear headline that addresses the pain point directly

·  Testimonials or results from real clients if possible

·  A strong CTA, like “Book your free 30-minute breakthrough session”

·  A clickable phone number or link to book a call immediately

Remember, you’re not selling coaching services. You’re selling a better version of your prospect’s life. Make sure your copy reflects that.

Be generous with your budget

Coaches often underspend on ads, thinking they can game the system with just $5/day. That’s not an effective strategy. What you may not realize is that setting a low budget actually reduces the number of people who see your ad. Your ad visibility increases the more you spend.

Start with a modest, but meaningful budget of at least $1,500-$2,000 per month. The good news is your cost per click (CPC) will be significantly lower than other industries, like legal and insurance. However, if you’re not sure how to set a PPC budget or handle bidding strategies, hire a professional PPC agency to manage your ads. It’s the easiest way to avoid costly mistakes.

How to target the right people at the right time

Your ads should target the right people at the right time.

First, think about your ideal client who is looking for your services.

Who hires coaches? Usually, it’s:

·  Entrepreneurs who feel stuck or overwhelmed

·  People who want to start a business, but don’t know where to begin

·  Mid-level professionals seeking career growth

·  High achievers facing burnout

·  People at a personal crossroads (divorce, job loss, mid-life crisis, etc.)

Once you pinpoint who might be looking for your services, you’ll need to choose the right advertising platforms. Your main options are:

·  Google Ads

·  TikTok Ads

·  Instagram Ads

·  Pinterest Ads

·  Facebook Ads

·  LinkedIn Ads

·  YouTube Ads

Advertising on each of these platforms comes with pros and cons – some are specific to coaching services. For example, while Pinterest is likely cheaper than Google, Pinterest leads might not be committed. However, TikTok and YouTube users frequently search for solutions to specific problems.

Don’t skip TikTok Ads

You might be surprised to learn that TikTok is a gold mine for coaching businesses. It’s not just an app for teens. Over 71% of TikTok’s users are between 18-34 years old, and 32% are 25-34 years old.

Unlike other platforms, TikTok doesn’t function like a typical social media platform where the purpose is to build a community. It’s more like an outreach platform and people are constantly discovering new content creators. The algorithm’s goal is to get as many people watching content for as long as possible. To achieve this, users are given content based on their interests, not just from people they follow. You don’t need followers or viral content to get seen. Each video stands alone in the algorithm and has an equal chance at getting attention.

People use TikTok to find insights and advice on just about everything you can imagine, including personal and business-related situations. While you can run ads on TikTok without a following, it helps to have an established account with solid content. You’ll build more momentum this way, and you can boost your native content to earn more trust across the platform.

Additionally, TikTok ads can target users based on hashtag interactions. People use hashtags on TikTok to find content more than any other platform. If you’re not advertising on TikTok, you’re missing out on clients.

Coaching clients aren’t impulse buyers, and they need to see your face and personality to know if they want to work with you. Wherever you run ads, you can expect people to click on your account to check you out. You’ll get more conversions by publishing short, engaging videos that show your authenticity and provide inspiration and support.

Whichever platform(s) you choose to advertise on, make use of custom audiences to target your potential leads as specifically as possible.

Negative keywords will weed out freebie seekers

Everyone wants clarity, but not everyone wants to pay for it. That’s why you need to block certain searches using negative keywords. You don’t want your ads to show up for people who are just curious, looking for freebies, or looking for unrelated services. They’ll just click on your ads, waste your ad budget, and potentially waste your time if they sign up for a free call.

Suggested negative keywords for coaches include:

·  Free coaching session

·  Coach training program (these people want to be coaches, not hire one)

·  Sample coaching questions

·  Coaching worksheets pdf

Defining these and similar negative keywords will keep your clicks high-quality and your cost per lead low.

Track conversions (not vanity metrics)

It can be exciting to see how many people are viewing and clicking on your ads, and there is a time and place to assess impressions and clicks. However, unless you’re focused on optimizing your ads, forget click-through rates (CTR) and look at how many calls you’re getting booked, how many contact forms are being submitted, and how many email addresses you’re collecting through your lead magnet downloads.

It’s crucial to know which campaigns are bringing you results so you can cut the ones that aren’t working.

Run retargeting ads to catch the ones who got away

People don’t usually buy high-ticket coaching packages the first time around. They need time to research, investigate, and consider their options. You might get some clicks and email signups from your ads that don’t turn into paying clients right away. That’s where remarketing comes in.

Set up ads on Google and Facebook to follow users who have already clicked on your ads and visited your website. Since these ads will be displayed only to people who have already interacted with your brand, you can use different value points to engage them, like testimonials, free guides, and limited-time offers.

Facebook retargeting options are pretty specific compared to other platforms. Since Facebook and Instagram are both owned by Meta, you can target people who have interacted with your Instagram page, too. You can even upload a list of your existing email subscribers from your segment that hasn’t yet converted and target them with relevant ads.

Ready to fill your calendar? Partner with PPC.co

At PPC.co, we help life and business coaches run PPC campaigns that turn clicks into clients. Whether you’re scaling a coaching business or launching your first coaching program, we’ll help you connect with the people actively searching for your services.
Contact us today for a free digital marketing consultation and let’s start turning your ads into paying clients.

‍

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