Google is the biggest internet search provider in most online markets and responsible for generating over 80% of desktop search traffic.
Businesses vie for Google rankings by optimizing their website for organic search so they can rank higher in the search results. But not everyone has the time or resources to do that, as it can take months for a website to climb up the search results organically.
The only way to dominate search results from the get-go is by running a Google ad campaign that shows your site right at the very top of the search results. You can also choose to display your ads on other websites in the Display Network and the AdSense program.
However, to run an effective ad campaign, you have to be quick and definitive in the way you approach it. Simply creating an account, bidding on ads, and then letting the campaign run on autopilot doesn’t help. You have to be vigilant in tracking your campaign progress and adjust according to the changing trends.
It is best to be on top of all the trending searches and keywords to truly take advantage of this platform. According to reports, the advertising revenue of Google sites amounted to US$123.83 billion in 2020, which highlights its importance and impact on businesses.
We’ll explore all the reasons why it is a good idea to update your google ad campaigns. But here’s the deal: all these reasons are dependent on the way these campaigns work.
Google ads are essentially an auction system, where your ad campaign’s success depends on the quality of your ad and the amount you bid. And this happens every time a user searches for a keyword that you want your ad to be associated with.
The following factors affect the quality score of your ad:
You can see that your ad’s quality, relevance, and appropriateness play a significant role in getting it a high-quality score. It is essential to achieve this metric because Google or search engines often lowers the cost per click for ad campaigns with a higher quality score and gives them higher-than-usual exposure.
Before we delve into the factors that affect the frequency with which you should update your campaigns, let’s look at the reasons why you need to do so in the first place.
In the recent past, Google has made several new feature additions to AdWords and revised its ad platform. This includes new extensions addition or altering the ad format, which helps businesses with their marketing strategies.
Naturally, if you don’t use these while the rest take advantage of them, you are bound to fall behind.
You might get complacent about your campaign’s success and believe it’s alright to let it run on autopilot, but your competitors think differently. They are always trying out new features, testing their search ads, and expanding their campaign budget. This can give them an edge over you if your campaigns aren’t evolving right alongside theirs.
While previously, people used their laptops and desktops to search for something, they now use their smartphones or Google devices. As a result, their phrases and also the way they search continuously change. If you want to keep up with this progress, it’s essential to update your Google ad campaign regularly.
Make every click on your ad count towards your overall marketing and lead generation goals. Take a more informed approach to running a campaign so you know that only targeted audiences click on your ad.
It is essential to go over the search terms and find ones that have the potential to trigger the ads you post. Sometimes specific phrases provide barely any value addition to businesses. You can label these as negative so that they don’t appear in the future keywords list.
It might be hard to believe, but even huge businesses aren’t immune to such issues. Brands spend tons of money on online promotions, so prospects are informed about them. However, when prospects get the coupon, they find out it has been expired.
For instance, a potential customer could click on a sale ad for your brand but find out it has long ended once it opens up.
Clicks on ads don’t necessarily depict a campaign’s success until you get the visitors to take action. It is essential to test your ads to see if they are working effectively or not.
When you improve your google ads ctr (click-through rates), you get more leads and improve your ads’ Quality Score, lowering the cost you entail per click.
The frequency with which you update your Google Ad campaigns depends on your budget and the industry you are in. Depending on these factors and how long you run your ad campaign, you can update your ad campaign weekly or stretch it out over more time.
Here are a few factors that affect the frequency of your Google Ad campaign update.
The amount of money you can spend on your Google Ads determines your activity. You are likely to dedicate more time and effort to your ads if you spend $70,000 monthly rather than $700.
Like any project you start, you need to put in extra effort at the beginning of an ad campaign, as it takes more work to establish it and ensure its success.
You get to decide on the target keywords you want to use which have the highest potential to convert. Additionally, you make new ads and update the landing page they are posted on. But even before doing any of that, you need to choose a bidding option for your ads.
Although Google stresses using an automated system, you shouldn’t start out this way because you need data to work effectively. As a beginner, you should start with manual bidding and then move to the automated one.
The number of leads you get to your business is an indication of the success of your campaign. If you have many leads, your campaign is already a success, and you don’t have to be highly active.
Having said that, you cannot leave your account, no matter the success rate of your campaign, because more success gives you the opportunity to build on it.
However, if your ad campaign isn’t performing well, you have to get involved in it to work on the issues and bring it to a place where you envision it. Consequently, you need to test your Google ads and keyword choices thoroughly.
In fact, with Google Ads, you can check the optimization scores for your campaign, courtesy of Google. In case you get a low score, you’ll know you have to work on it.
One of the most significant factors in determining the frequency with which you update your campaign is the number of keywords you target.
When you target many keywords at one time, it generally means you have several ad group and a significant quantity of ads. Additionally, more keywords translate into having more data for review.
Here are a few things you need to do with your monthly ad campaign regularly:
Initially, if you decide on manual bidding, you should monitor the positions of your keywords. Google no longer shows the average keyword position but gives the top search. This shows the frequency with which Google ads appear in the top spots over organic listings.
It is essential to be a part of this top ad group, if not the top spot.
It is essential to keep an eye out for new keywords that you can test, which is convenient to do so through Google’s plus sign option, which displays a list where you can pick new phrases from.
However, be aware of the fact that using new keywords through this method will get you irrelevant clicks because of the broad match.
Your ultimate campaign goal is to either create more brand awareness or get new leads. If it is to get more leads, then ensure accurate tracking of conversions. You need exact numbers, whether it is in the case of tracking calls or goals.
It is vital to choose the correct conversion attributes to get the type of leads you are looking for. If you don’t get the results you are looking for, it’s time to alter your campaign.
No matter how amazing your Average click-through rate (CTR) may seem, it can always be improved. You can have an ad groups consisting of a responsive ad and three expanded text ones.
Every month introduce a new ad and pause the ones that perform the least, which will actually help you beat your best ad, instead of the paused one.
It is always best to pause an ad with at least a hundred impressions. With a high-budget campaign that gets thousands of impressions daily, you can introduce a new ad in every group every few weeks.
Google’s recommendation about your campaign and score provision is an essential feature that you can review. You shouldn’t accept all of them, but it is beneficial to consider any new keywords it gives or features you didn’t know of.
Review your search term report regularly to find any new phrases to use and eliminate one’s that don’t do well.
Add such words as negative keywords to prevent them from recurring. Review this several times a week initially; then, you can space it out over months once you get the wasted spend.
If you’ve been inactive for a while, Google can take action for you.
New Google ads are usually suggested under recommendations. Depending on your landing page settings, these can be automatically added to your ad campaign. It might seem like a helpful technique, but it is common for these Google ads to be terrible. These Google ads generally use the company name as the first title and don’t fill in the other ad elements.
You might not know this, but Google also tests other recommendations addition, and you can find keywords that you haven’t added to your account.
Even if you choose automated bidding, there’s still a lot that needs to get done. This includes monitoring your search terms, reviewing recommendations, and developing new ads.
Furthermore, it would be best if you kept an eye on your monthly budget and conversion costs. You should get improved results over time; otherwise, you should review your automated bidding settings.
To run an effective marketing campaign, you have to monitor, review, and alter accordingly continuously. This includes simple actions like site audits or bigger ones like ad alterations.
Google Ads is a robust platform that gives businesses a chance to generate more leads, track their ad performance, develop strategies to stand out from their competitors, and eventually boost sales.
However, as straightforward as this approach may seem, you have to be active in how you use it. It is essential to constantly keep an eye on new trends, keywords, and searches and tweak your ad campaigns accordingly, especially if they aren’t running successfully.
You can never be complacent with your advertising techniques, and Improve your Google Ads ctr is one of the best ways to stay above your competition.
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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.
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.
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If you run a fashion or apparel brand, you already know how fierce the competition is. One scroll through Instagram and you’re up against influencer capsule collections, fast fashion giants, and a dozen other brands selling something that looks eerily similar to what you just launched last week.
So how do you rise above the noise?
Pay-Per-Click (PPC) advertising can be one of your most powerful weapons…if you know how to use it right.
PPC isn’t just about throwing money at Google or Meta and hoping for the best. It’s about strategy. Precision. Timing. And a deep understanding of what makes your ideal customer click, scroll, save, and, most importantly – buy.
This article will show you exactly how successful fashion brands are using PPC to grow fast, scale smart, and stay ahead.
Whether you’re a DTC startup or an established apparel line looking to boost your online sales, you’ll walk away with clear steps to sharpen your strategy and drive real results.
Before launching a single ad, the best fashion brands get laser-focused on who they’re talking to. Not just demographics like age and gender – but psychographics, style preferences, income levels, and buying behavior.
You need to know:
Use Meta’s Audience Insights, Google Analytics, TikTok Creator Marketplace, or post-purchase surveys to dig deep into the habits of your buyers. The more you understand your buyer persona, the easier it is to write ad copy, choose images, and build irresistible offers that convert.
Here’s a pro tip for you. Many successful brands create different audience segments and run tailored ads for each. One segment might respond to lifestyle-focused creative. Another might want free shipping and a clear price. By segmenting the audience into different buckets, these brands are able to consistently deliver ads and creatives that are more likely to convert for each demographic.
In the fashion world, your creative is your first impression. With just a second or two to capture attention, your ad needs to stop the scroll cold. Successful fashion brands do this by focusing on movement, people, and something we like to refer to as “microhooks.”
When it comes to getting people to stop scrolling, movement is the best way to grab attention. Research shows that short-form video (6–15 seconds) outperforms most static images across Meta, TikTok, and Pinterest. (Think quick outfit transitions, close-up fabric reveals, or behind-the-scenes clips.) You can also use stop motion or cinemagraphs to add subtle animation to product shots without producing full video. And for TikTok or Instagram Reels, use fast-paced cuts, trending sounds, and quick outfit changes to match user expectations on the platform.
As for people, do your best to feature user-generated content (UGC) from happy customers wearing your products. (You can reach out to repeat buyers or incentivize customers to tag you for a chance to be featured.) You can also collaborate with micro-influencers to shoot content that feels natural, not like an ad.
Finally, leverage microhooks. This is ad copy that highlights the unique benefits that your audience gets with your products. One way to do this is by asking questions that expose a current pain point and insinuate that your products do the opposite. For example, “Wearing stiff jeans in 2025?” or “Tired of leggings that show everything?”
One of the biggest PPC mistakes you can make? Launching a campaign, watching it flop, and declaring, “PPC doesn’t work for fashion.”
Top brands don’t just test – they test smart. Here’s how you can do the same:
You don’t need to reinvent the wheel. The objective is to keep refining it until it runs smoother and faster.
Most people won’t buy the first time they visit your site – and that’s not a failure. It’s just how online shopping works, especially in fashion. Shoppers might be comparing prices, waiting for payday, or simply scrolling while distracted.
But successful apparel brands don’t let those warm prospects slip away. They use retargeting to stay top-of-mind and guide potential customers back to the cart.
With tracking pixels installed on your site, you can identify who visited what, how long they stayed, and which products they interacted with. From there, you can serve hyper-relevant ads that feel personal – not generic.
If someone browsed your linen jumpsuit but didn’t add it to their cart, you can show them that exact product again later – this time with a timely offer like “Free Shipping Ends Tonight” or “Only 3 Left in Your Size.”
For cart abandoners, you might highlight a hassle-free return policy, reviews from other buyers, or even a quick video showing how to style the item. Retargeting works because it removes the guesswork and friction that keep shoppers from checking out.
More advanced brands go even further by segmenting their audiences based on behavior. For example, someone who lingered on a high-ticket leather jacket might get a different follow-up sequence than someone who looked at a discounted tee. Some campaigns re-engage past customers with complementary products (“Bought the dress? Here’s the perfect bag.”), while others reach back out to lapsed buyers with a loyalty discount. The goal isn’t to stalk – it’s to stay relevant, helpful, and persuasive at exactly the right moment.
If you’ve already paid to get someone to your site, don’t let that investment go to waste. Retargeting is how you turn passive interest into real sales – and it often delivers the highest ROI of any campaign in your entire funnel.
Successful brands don’t rely on aesthetics. They give people a reason to act now. That’s where the offer stack comes in – everything your customer gets when they click “buy.”
Think about:
But don’t make the mistake of jamming every offer into every ad. Instead, match your offer to the audience and funnel stage. For example:
Make sure your offer feels like a win – not some gimmicky trap to get people to buy something. There has to be a level of consistency with your brand that people recognize and resonate with.
Not all PPC platforms are created equal – and the most successful fashion brands understand that. Instead of putting all their ad spend into one platform, they diversify based on their audience, product category, and buying behavior. They choose channels that align with how people shop for their specific type of apparel. Here’s how smart brands match platform to product:
Google Shopping Ads
If you’re selling products people are actively searching for – like “vegan leather boots” or “wool pea coat men’s” – Google Shopping Ads are your best friend. These ads show up directly in search results with product photos, prices, brand names, and ratings. This format is ideal for intent-driven shoppers who already know what they’re looking for and are ready to compare options. For fashion brands with a strong product-market fit and clear differentiators like price, materials, or shipping perks, Shopping Ads can drive highly qualified clicks that convert.
To get the most out of Google Shopping, successful brands optimize their product titles and descriptions with keywords, upload high-quality images, and keep their feed clean and accurate. This is a volume play – great for staples, seasonal items, or products that meet specific needs.
Meta Ads (Facebook + Instagram)
Meta is where most fashion brands start – and for good reason. It’s visually driven, highly customizable, and perfect for storytelling. You can build full-funnel strategies here: introduce your brand with engaging lifestyle video, retarget product viewers with carousel ads, and upsell past customers with limited-time bundles. Meta’s strength lies in its ability to create desire through imagery and social proof.
The most successful apparel ads on Instagram and Facebook pair compelling visuals with aspirational copy. Think: “Your new favorite weekend hoodie,” or “Outfits made for airport looks and coffee runs.” These platforms are especially strong for trend-based products, impulse buys, or highly aesthetic pieces like dresses, outerwear, or coordinated sets.
Pinterest Ads
Pinterest is a hidden gem for fashion brands – especially those targeting women, occasion-based shoppers, or DIY fashionistas. It acts like a visual search engine, which means users are actively planning their next look, vacation wardrobe, or event outfit. Unlike Meta, where ads interrupt, Pinterest ads blend seamlessly into content users are already curating for inspiration.
What works well here? Seasonal collections, bridal and maternity wear, capsule wardrobes, and anything that taps into life milestones. Brands that do well on Pinterest often repurpose lookbooks, blog content, or style guides into promoted pins that link back to product pages or collections. And because pins have a long shelf life, Pinterest campaigns can continue driving traffic well after the ad spend stops.
TikTok Spark Ads
If your brand skews younger – or if you’re trying to reach trendsetters – TikTok is super important. But it’s not about polished brand videos. The content needs to feel native, raw, and personal. That’s where Spark Ads shine. These are paid boosts of organic content (either your own or from creators) that blend seamlessly into the feed.
Fashion brands win on TikTok by showing products in motion, using trending audio, and leaning into humor, storytelling, or transformation-style videos (like before-and-after outfit reveals). Fast fashion, streetwear, bold accessories, and viral-friendly products do especially well here. You can work with creators to show “how it looks on” or do mini hauls that demonstrate fit, stretch, and styling versatility.
This channel is less about direct conversion and more about top-of-funnel discovery. And when it’s done right, it creates cult followings fast.
YouTube Shorts and Pre-Roll Ads
YouTube is an underrated but powerful channel for fashion brands looking to show off movement, build trust, and drive longer engagement. YouTube Shorts (their answer to TikTok) can showcase outfits in action, quick styling tips, or model walk-throughs in 60 seconds or less. Pre-roll ads, on the other hand, give you more control over brand storytelling.
Think of YouTube as a storytelling and branding platform. It’s especially strong for higher-ticket items like outerwear, formalwear, or custom-tailored pieces where the buyer needs more confidence before purchasing. Brands that leverage YouTube well often blend influencer partnerships, educational content (like “how to build a capsule wardrobe”), and in-depth product demos to establish authority and build affinity.
Clicks are worthless if the landing page doesn’t convert.
Once someone clicks your ad, they expect to land on a page that matches the promise of that ad. If they don’t see the product, price, or offer you teased? They bounce.
Here’s what winning landing pages include:
As a final note: Don’t forget to use Dynamic Product Ads (DPAs) where possible, so your landing page and ad are in perfect sync.
Did you know that less than 25 percent of PPC ads industry-wide actually produce conversions? That’s because most PPC agencies are doing it wrong.
At PPC.co, we don’t just pump out ads and try new creatives. We have concrete, proven strategies and frameworks that ensure you get the results you’re looking for.
Want to learn more? Contact us today and we’ll show you how we get results.
