Advertising on the web is an ever-evolving space filled with the potential for billions of people to see your ads and literally thousands of metrics to determine who to target, when, and where. That’s why it’s important to have the right Flexible bid strategies in place when you go to try and win that all-important ad space on Google.
PPC ads have the potential to generate many high-quality and high converting leads to your site or business, but only if you do it right. Trying to pick the right strategy can be a mind-numbing process. Beyond just the headache-inducing number of metrics that are available, there is a whole realm of other considerations to make to figure out how, when, and where to run your PPC ads.
Google itself can do a lot to help you figure out who to target and when. The trouble is, unless you have experience and know exactly what you’re doing, you may find yourself wasting ad dollars on typical “set it and forget it” ad campaigns.
You’ll often find that these campaigns aren’t doing much other than throwing your money away. If you want to make the most of them, you have to stay on top of your ad campaigns and the strategies you’re using.
This first section deals with how ad campaigns should operate and how to tell if yours are in a good position for new flexible bid strategies.
Before we dive into the different strategies and how to implement them, we want to set you up for success. To do that, we’re going to break down what you should be doing to put yourself in a prime position to make use of the different flexible bid strategies that are available.
The very first thing we recommend doing if you aren’t already is getting in touch with a PPC management company. If you already have one, and they’re not using flexible bid strategies, then you may want to take a look at what you’re paying for and how much you’re paying. Oftentimes, agency fees and returns may not align with your goals or the level of service may not meet up to the needs of your particular ad campaigns. You may want to consider firing your PPC agency if you notice that they’re wasting ad dollars, you’re not seeing growth or other signs that you’re throwing money away.
Once you have that settled and you’ve gotten with an agency that knows what they’re doing, the first thing you really want them to do is to perform a PPC audit. The purpose of having an agency do a PPC audit is to get a sense of where your ad campaigns are at and what is potentially going wrong. Google Ads gives you loads of valuable data, but that doesn’t necessarily tell you what to do with it.
By getting an audit done, you can find out where your ad dollars are going, how much of a return on investment (ROI) you’re getting, and what the problems are. Not only that, but you’ll actually get actionable steps you can take to make improvements on your ad campaigns to see them grow your return on ad spend (ROAS).
They say “if it ain’t broke, don’t fix it” but if it is broke, you might want to actually know how to fix it or take it to someone who can. That’s why getting with a PPC management company and getting an audit done should be your first step.
Next, we’ll discuss how to analyze your marketing objectives to make sure they line up with your business goals.
Part of knowing what’s wrong and how to fix it means understanding your goals and what you’re really trying to do with your ad campaigns. It may be that depending on the type of campaign you’re running, you may find that while you think a search campaign is best, you want a local PPC campaign, because you’re trying to drive traffic to a brick-and-mortar store.
Through Google’s advanced resources for ad campaigns, you can help to identify your goals and the type of campaigns you should be running. Then, with the help of your ad agency, you can pick the best practices for the types of goals that you have and your advertising budget.
Google’s metrics can help you figure out what campaign to run and a PPC agency can help you execute the process, including managing your bids, increasing your bids, making changes to existing campaigns starting new campaigns, and monitoring performance.
If you find that the objectives you had set aren’t right for your business, then it may be time to pull out of any existing campaigns, reevaluate, and then relaunch.
One flaw that some agencies and businesses often make is to continue to run with an existing campaign that isn’t working. Part of analyzing your marketing objectives is determining if a campaign that’s failing can be salvaged or not. There’s no point in going down with the ship if you can make it back to shore and try again later with a better boat.
Now that we’ve covered how to align your goals with your marketing strategy, it’s time to talk about how you measure success via key metrics.
Sometimes the problem isn’t even the ad campaign itself; it’s the data you’re using to drive the ad campaign. Realistically, if you’re using an ad agency, they should be helping you do this. If you don’t really know what you want out of your ad campaigns, it can be tricky to manage.
If for instance, you’re in the eCommerce space, but when running ads, you’re not looking at the time of day when consumers are more likely to shop and complete a purchase (we’re not talking about those 2 AM window shoppers who click ad to cart and never buy anything) then you’re likely running ads at the wrong time and not targeting the proper audience.
Additionally, the type of ad and the platform you run them on can make a major difference, too. Demographics change based on the platform the ads are seen on and the likelihood of conversion is tied to that as well.
For example, managing Facebook ads is entirely different from managing your Google search ads. Your audience changes based on the types of ads you run and not knowing who is doing what will lead to wasted ad dollars. From your Google Ads account, you can see all the data you could ever need to figure out who’s logging on, where they’re seeing your ads, when they’re most likely to click them, and when they actually follow through and convert.
If your ad timing or methods aren’t meshing with the majority of your traffic, then it’s a safe bet that you’re wasting your money.
It’s also important to note that these metrics aren’t static values that you can keep running with forever once you know them. Marketing is ever-moving, ever-changing and you have to put in the work to keep up. That’s why we recommend having a marketing agency do the work, but making sure that it’s one that has your goals in mind and is willing to stay on top of the key metrics and the space you’re in to keep your ads performing their best.
That’s why we’ve written this guide to flexible bid strategy in the first place. There are some experts and businesses that still believe that once you’ve locked in a bid strategy that works, you’re good to go. That’s not how ad campaigns or marketing in general operate. What works today may stop working tomorrow. Flexible bid strategy are designed to be just that, flexible.
The next section covers what automated or Manual bidding actually is and how it works. We know some readers have a good grasp of the concept, but for those that don’t, this is key information before implementing a flexible bid strategy Aims.
Just because flexible bid strategies have the word flexible in their name doesn’t mean that you can just set them and change them any way you choose at any time. The better you understand automated bidding, the better you can make use of the powerful tool that it is.
All automated bidding strategies work off of parameters that you set. This means that if it doesn’t work, it’s likely tied back to something you told the program to do. With enough input and the right configurations, automated or different Flexible bidding strategies can work like magic for your ad campaign, routinely scoring you the optimal converting ad space you need to drive loads of high converting traffic to your site.
That’s why we said that it’s not about a “set it and forget it mentality.” You have to constantly monitor your Flexible bid strategies and adjust them to meet your needs as they change. As your business grows, your audience grows and changes with it. To think of it logically, think about ads that are run for products, consider what happens if new products are added to an existing line, the target audience may change and grow with the product line. That means your existing ad campaigns need to adjust too.
Flexible bid strategies allow you to move and adjust parameters on the fly. The different strategies also allow you to account for different metrics and adjust your return expectations if your audience and traffic volume change. If you have more traffic but few conversions, you can adjust your ad strategy to maximize conversions for the increased traffic flow.
The upcoming section deals with flexible bid strategies in practice and how to properly implement them based on your needs. We included some key pointers that apply to each strategy and how best to use them.
All your bidding strategies can be managed through your Google Ads account dashboard. From the dashboard, you can see all of the different ad strategies that you have available and can create and modify them as you see fit.
Among your choices, there are 6 flexible bid strategies that allow Google to automate your bidding process while giving you the control you need to adjust your bids if something isn’t working or your market changes.
This is one of the standard Google ad campaign strategies and is used when you want your bids to drive traffic over all else. You can control spending by setting a maximum bid amount and a maximum daily ad spend amount. This does not factor in conversion rates or other factors. It will target based on your set keywords, and the bidding will moderate within your set/target spend amount so that you don’t go over budget.
This strategy is best implemented when your main goal is just to get more people to see your site over all else. As we said, this focuses on clicks and not conversions, but sometimes click volume can relate to conversion and brand recognition. The ability to set and monitor spending lets you have more control over ad spend if you’re on a tight budget, or if you’re experimenting with a new ad campaign and want to see what type of results you can get without breaking the bank.
You can, of course, implement this strategy without setting daily spending limits/target spend amount, but this can burn through your ad spend budget. Our best implementation advice is to use this strategy when you need maximum site traffic without blowing your ad budget.
Targeted automated flexible bid strategies are great for when you want to win auctions that offer a certain value for the ad dollars you spend. In the case of this strategy, you can set a percentage value for what type of return you want on every ad dollar that is spent, and Google will automatically adjust bid amounts and auction preferences based on available data.
There are a few caveats to this strategy. Target ROAS strategies are built to get you the most return they can; this means that they will only target auctions based on the available data and are likely to generate the set return based on the available data. This also means that in most cases, they will spend whatever is calculated to be necessary to win auctions. This can be a problem if you don’t set the values for your maximum daily ad spend and the maximum cost per click.
Even with high returns, you can find yourself spending more per click than you end up actually converting. For example, say you pay $15 to get 3 new customers, sounds great right? But then those customers come into your store and only spend $3 each. You’ve effectively spent more for customers than you gain by acquiring them. ROAS strategies aren’t perfect, so you’re working partly on data and partly on guesswork.
The second issue is that if your ROAS is set too high, you may find that the bidding is too selective and you don’t wind up winning very many auctions as a result, meaning fewer ads overall.
If you have great metrics and lots of data built up to facilitate a solid understanding of the types of auctions to bid on, then a targeted ROAS strategy is the perfect option to ensure that your ad dollars aren’t wasted. Just make sure you set a spending maximum bid limit so you don’t outpace your budget.
This is another targeted strategy that bids based on a set value. In this case, it’s the cost per customer or cost per acquisition. This is not to be confused with a cost-per-action model that calculates costs based on clicks or other actions. A cost per acquisition targeting strategy bids on ads based on an average set by the campaign owner.
Google will adjust bids higher or lower, within a range of the target Cost Per acquisition in order to win auctions. Target cost per acquisition, You must have at least 15 conversions in the past 30 days and an average conversion rate over the last 7 days in order to implement this strategy. Beyond the base requirements, like other targeting strategies, the more data you have about past conversions and customer data you can feed into it, the better it will perform.
This strategy is ideally implemented when you’re interested in achieving valuable conversions while controlling the cost. This type of targeting strategy has more control than a ROAS strategy as the bidding can fluctuate within a set range without spending too high or bidding on too few auctions.
This strategy is an evolved form of the standard cost per click model. It takes the standard cost per click structure and automatically adjusts the bidding up or down within a set range to win auctions that maximize conversions.
A standard CPC campaign bids on auctions at or under a certain cost per click without regard for other factors. This is done to control spending. Enhanced CPC gives the same measure of control while accounting for conversion rates. This means that you can control cost per click spending while still getting the benefits of higher conversion rates.
If you’re trying to control spending and need to reign in CPC, but still want ads that convert, this is a valuable strategy.
This strategy is used when you want your ads to rank higher than competitors in the same space. The automated bidding algorithm will adjust or increase your bid to beat out a competitor to either appear higher up on the SERP or to appear more frequently than a competitor.
The strategy is based on estimates and attempts to win auctions over competitors so that when ads are displayed yours show up first or more frequently. The issue with this strategy is that it does not actually raise your ad rank, the spending is not as easy to monitor, and there are no guarantees that you will always outrank your competitors as the results are estimates based on available data.
This is a useful strategy when you have a competitive market and are trying to gain some market share over others. Be mindful of your spending and you can make some ground in the market by manipulating ad placement to your advantage.
The goal of the target search Page Location strategy is to get your ad either on the top of the page or somewhere on page one of the SERP. Marketers know how valuable SERP placement is, especially on page one.
A target search Page Location strategy cannot guarantee that you will end up on the top of a page or that you will land on page one of the SERP. Each individual auction is different and based on the number of competitors and your quality score, your placement will change with these factors and the result of the auction.
While the Target search Page Location strategy isn’t bulletproof, Target search Page Location are the best option when you’re trying to maximize visibility over all else. It can help you appear on page one or on the top of pages and at the very least ensures that people will see your ads some of the time.
So, there we are, the 6 flexible bid strategies and how best to use them to improve your business. Hopefully, we’ve given you the advice and strategies you need to use each of these strategies to the best of their potential. Whether you’re trying to control spending, improve exposure, beat your competitors, or maximize conversions, one of these flexible bid strategies will work for you.
As long as you remember to set your parameters and monitor your bids, these options offer more control and more choice than typical bid strategies and will improve your odds of success. Remember, PPC isn’t something you can set on autopilot. Do your research, keep tabs, and get help from a PPC agency to maximize your marketing effectiveness.
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When it comes to selling web hosting, you’re competing in a fierce market with thin margins and corporations with big budgets. According to data sourced by Hostinger, the top 10 hosting providers account for 33.6% of the global market, which is expected to reach $355.81 billion by 2029. And the top three cloud providers combined hold more than 60% of the cloud infrastructure market.
That’s some fierce competition. But when you take a closer look, some of the bigger companies have a slew of dissatisfied customers looking for alternatives, and many first-time buyers will sign up for a good deal if a web host seems legit. That leaves plenty of room for smaller hosting companies to thrive. In fact, your hosting services and customer support might outshine some of the big players. But when you run paid ads, you’re all competing in the same space. That means you need to level up your advertising strategies to capture your share of the market.
Pay-per-click (PPC) advertising can be a powerful tool for acquiring hosting clients, but it can also be a fast way to tank your marketing budget. Make just one mistake and you’ll end up paying for clicks that don’t convert. To win, you need more than just good ads – you need a laser-targeted strategy, messaging that hits your market’s triggers, and landing pages that convert. You need to deliver the right ads to the right market at the right time. Here’s how it’s done.
Not everyone searching for web hosting is the same and treating them as such will yield poor results. For instance, someone searching for “cheap web hosting” is going to make a price-driven decision, and someone searching for “WordPress hosting” wants to skip technical tasks. Although they might all end up purchasing the same hosting plan, you need to reach each group based on what’s driving their purchase decision. Your messaging – from ad to landing page – needs to guide each user down a path that speaks directly to their goals, fears, and expectations. This is done through segmentation.
To execute this, determine what groups of user intent you want to reach. For example, common groups in this market are bargain hunters, small businesses looking for reliability, companies governed by data privacy laws, and non-techies looking for managed hosting.
When you run an ad campaign, you’ll set up a different ad group for each user intent so you can target them with their specific message. Ads displayed to each group will drive traffic to a corresponding landing page written exclusively for that persona. For instance, ads for “cheap web hosting” will lead to a landing page that highlights your low prices and special deals for paying years in advance. Ads targeting small businesses will lead to pages promoting 99.9% uptime, email tools, and reliability. The better you know your segments, the easier it is to tailor each funnel.
Before you even think about creating your first paid ad, you should already know what your competitors are doing. And yes, even major hosting companies are your competitors regardless of the market you’re trying to reach. However, not everyone is happy with the big hosting companies so there’s space for smaller fish, but you have to play your marketing hand right. That starts with knowing what you’re up against and where there’s room for improvement.
Study your competitors deeply. Look at their websites, paid ads and landing pages, email newsletters, and everything else in-between. Once you visit their website, you should start seeing their paid ads across various channels, including Facebook and Google. Study the layouts, the copy, the headings, the pricing models, and look up their customer reviews.
Next, use sites like Reddit and Trustpilot to find out what customers don’t like about your competitors. You’ll want to use that information to create compelling ads. For example, if you find a bunch of complaints about poor customer support, advertise 24/7 human support as part of your value proposition (as long as you actually offer it). If another competitor is hitting customers with hidden fees and annoying upsells, advertise transparent pricing and no surprise fees. If people complain about a confusing, highly technical user interface, make it known that yours is user-friendly.
You don’t want to copy your competitors’ ads – you want to outthink them by leveraging their missteps to create better hooks. Tech giants have million-dollar marketing budgets, and you don’t need to outspend them if you can outmaneuver them.
You only have around 0.4 seconds to make a user stop scrolling to look at your ad. Once they click, you have another 2.5 seconds to capture their attention. Whatever is on the other side of that click needs to be good. But to even get that far, you need to capture attention fast.
It’s said that the average person scrolls through the equivalent of around 300 feet of content every day. If your headlines aren’t scroll-stoppers, they won’t get any attention. But headlines that capture attention aren’t necessarily clever – they’re clear, compelling, and speak directly to what your market wants. For example, a web hosting ad headline that reads “Premium Web Hosting” isn’t compelling. On the other hand, “Launch Your Site in Minutes – No Tech Skills Required” will reel in clicks.
The idea is to craft headlines that help people imagine their problem has been solved, whether it’s a faster launch, no tech headaches, or peace of mind. But it has to be accomplished in a split-second or users will just keep scrolling.
There was a time when web hosts sold packages by advertising better server resources, like more RAM and unlimited disk space, bandwidth, and MySQL databases. That type of advertising worked because most hosting packages offered extremely limited resources for a high price. Today, disk space and bandwidth aren’t an issue and most consumers don’t even know what basic server specs mean.
Avoid advertising your hosting services by highlighting server resources and other tech specs. It’s not going to entice people. Even tech jargon that seems self-explanatory won’t be to your customers. For example, “Scalable VPS architecture with isolated containers” sounds smart, but it’s just noise to the average buyer. Sure, you should include that on your product pages so people who understand the lingo know what they’re getting but keep it out of your PPC ads.
You only get so much space for your ad copy, so make it count. Use it to generate clicks from people who want to buy your hosting services now. If you advertise tech specs and rattle off tech jargon, you’ll get clicks from tire kickers and people who are just curious. To get clicks that count, use conversational language, short sentences, and clear calls to action (CTAs). If your grandma wouldn’t understand it, neither will your customers.
Don’t just sell space on a server. When you sell confidence, freedom, and simplicity with urgency, the value of your offer automatically increases and that’s what will generate relevant clicks.
You might have a solid offer and amazing hosting services, but unless users feel compelled to click now, they probably won’t. That’s why you need to create a sense of urgency to click. It’s what creates momentum and cuts through hesitation, pushing potential customers into action. If your ads don’t communicate a reason to act today, you’re giving users an invitation to bounce, get distracted, or go to a competitor.
Create an irresistible offer that gives users a reason to act now, like a limited-time offer. However, this type of offer needs to be believable. You can use a count-down timer that tells people “This offer ends at midnight” or “Only 15 spots left.” These tactics work, but only when they’re done with integrity. If users come back a week later and see the same “limited-time” deal, you’ll lose credibility and you might end up on the FCC’s radar. So use scarcity and time sensitivity sparingly and follow through.
Instead of using gimmicky offers, try these proven approaches:
· Time-sensitive pricing. Most hosting companies offer dramatically discounted rates for the first year and additional discounts for paying up front for multiple years. This works well for price-conscious shoppers. Just be transparent about the cost after the discounted time period ends.
· Free domain registration. Nearly every host offers free domain registration for the first year. You could do the same or offer free yearly domain renewal for the life of the account for the first 100 signups. This adds a layer of exclusivity while giving users a reason to act fast.
· Free site migration. Most people don’t know how to transfer an existing website to a new host. Even technically inclined people struggle with this. Offering free site migration within the first 72 hours of signup can drive sales from users frustrated with their current host, but hesitant to move.
· Access to priority support. People want to know they’ll be taken care of, and offering basic support isn’t enough. Plenty of companies advertise 24/7 support that turns out to be sub-par in reality. Customers know this. But when you make people feel like a priority, it catches their attention.
Your potential customers have urgent problems to solve, but they don’t wake up with the intention of researching hosting plans. Most likely, your ads will show up for them when they’re not even thinking about hosting, but they’ll click if you promise to solve their problem.
Here’s how to work this into your ads:
Use phrases like:
· “You can’t afford downtime.” If they’re with an unreliable hosting provider, you’ll capture their attention by emphasizing that switching now means immediate uptime.
· “No more battling with complex interfaces.” Highlight how your setup is stress-free. Many users have an aversion to learning complex interfaces like Plesk and cPanel.
· “We’ll transfer your site by the weekend for free.” That’s an instant win for users who fear the pain of switching hosts.
The bottom line is that urgency that connects to real pain points will always outperform generic flash sales.
Deals are everywhere, and consumers tune them out because they know they’re just sales gimmicks. Get their attention by phrasing your offers as an opportunity rather than just another deal. Make people feel like they’re getting something special by using phrases like “this offer ends Friday” or “only available to the first 50 new customers.” Reinforce the idea that hesitating means missing out and remember to follow through by closing your offers when they’re advertised to end. You can always wait a week and run another offer.
Choosing your keywords is one of the most important components in developing a winning PPC strategy. But the words you target matter. You need to know the different keyword match types and how to use them. Because it’s not just about getting clicks – it’s about getting relevant clicks that convert.
You want to target keywords that indicate buying intent, not curiosity. If you go for vague, broad keywords like “web hosting” or “build a website,” your net will be too wide and you’ll invite clicks from curious people rather than committed buyers. These keywords are high-volume, high-competition, and don’t support conversions.
Web hosting PPC keywords that indicate buying intent, like the following:
· “Best WordPress hosting for ecommerce”
· “Affordable VPS with cPanel”
· “Web hosting for real estate agents”
· “Fast hosting for Shopify stores”
These are examples of searches that tell you exactly what the user needs. When someone searches for these phrases, they’re already close to pulling out their credit card. General terms will generate a lot of impressions, but the clicks will just drain your advertising budget.
Be cautious about bidding on phrases like “cheap web hosting” unless your business model is built around affordability. The big hosting companies already offer extremely good deals, and if you can’t compete with that, don’t advertise cheap hosting. People will see that you’re more expensive and bounce. Or, they’ll sign up for an account and require constant support from your team.
Build a strong negative keyword list to prevent your ads from showing up in irrelevant searches. Terms like “free,” “jobs,” “review,” “DIY,” “website builder,” “help,” “learn web hosting,” “courses,” “reviews,” “designer,” and “how to” might trigger your ads without generating conversions. If people use these terms in their search, they’re probably not looking for a web host.
Another tip is to include specific niche hosting you don’t offer that wouldn’t work on your existing plans. For example, exclude “forex hosting,” “HIPAA hosting,” “Git hosting,” and “Minecraft hosting” if you don’t offer these options.
If you’re stuck for ideas, don’t guess. Use Semrush to analyze your competitors’ ad campaigns; find out what keywords they’re bidding on and how much they’re spending on PPC. It may not be entirely accurate, but it will give you a good idea of where to start.
Don’t forget to check in with your reports to find out what searches are triggering your ads. If you find random phrases like “how to host a party,” trim down your keyword lists and add the irrelevant phrases, like “party,” to your negative keyword list.
At PPC.co, we’ll help you build an advertising ecosystem that captures your ideal market. From market research to laser-focused landing pages and optimized funnels, we help web hosting providers turn clicks into loyal customers. Whether you’re tired of campaigns that cost a fortune or you’re just getting started with PPC, contact us now and let’s build a PPC strategy that actually pays off.
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.
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.
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.
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.
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:
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.
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.
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.
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.
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.
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:
· TikTok Ads
· Instagram Ads
· Pinterest 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.
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.
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.
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.
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.
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 program, we’ll help you connect with the people actively searching for your services.
Contact us today for a free consultation and let’s start turning your ads into paying clients.
