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PPC Keyword Match Types & Why They Matter

Samuel Edwards
|
July 6, 2024

Keywords play an essential role in the success of your digital marketing campaigns. Online marketers have to consider their target audience when carrying out keyword research and then incorporate the results into their content strategies.

This is important because 53.3% of all website traffic comes from organic searches. Your website won’t be served to those using the search engine if your content doesn’t include the right keyword and key phrases/phrase match keyword.

Similarly, finding the right keywords is important for the success of your paid ad campaigns as well. Google Ads allows keywords match types to be set on the keywords, which are parameters that decide the triggering of your PPC ads. With these parameters, Google provides control to advertisers on the PPC ads and keywords.

Read ahead to see what keywords match types are and their importance in online marketing.

What Is A Keyword Match Type?

Keyword Match Type

A keyword match type is a Google AdWords keyword option that delivers an ad on Display Network and Google Search Network. According to the keyword option you select, the ads are shown to either a special user group or a broad target group.

However, the keywords are quite generic and broad to ensure that you factor in for the maximum number of users.

Why Are Keyword Match Type Important For Your Brand?

When you select a PPC keyword match type, you ask Google to match your ads to the user searches in a particular way. For instance, an exact match can be too specific and picky, while a broad one will show many user searches that may not apply to your product or service and therefore be of no use to you.

The keyword match type integration of your choice helps the algorithm decide the platforms where your ads appear. As a result, you can target the right and more specific audience. In addition, the keywords match type you select determines the relevancy of the presented ad and the search keywords.

Match type and keyword selection both help to target people when they search in Google. With this match-type option, you can use all the available matches and get a high return on investment for your PPC ad campaigns.

It is essential to understand the different match types and execute a combination of them to help you create an effective Google Ad campaign. You can avoid irrelevant keywords, which will help you save the budget that you can use to drive more conversion rates.

Relationship Between Match Types And ROI

Your keyword match types ensure you get the most value from your PPC advertisement budget. The four main PPC keywords match types determine how a search query matches your Google Ads account keywords. These include phrase match keyword, Broad match keywords, Exact Match, and Modified broad match keywords.

With a proper understanding of each of these match types, you can choose the most suitable one for your campaign to improve your ROI ultimately.

Types of PPC Match Types

Types of PPC Match Types

Broad Match

Your keywords are assigned a default type which is the broad match. This lets search engines display your ads for terms that are your account’s keyword variations. Your ads can be displayed on searches with synonyms, related searches, misspellings, other relevant variations, and singular or plural forms.

This casts the widest net possible, bringing in all kinds of searches to show your ad. However, it is essential to realize that broad match keywords can waste PPC’s budget when it displays your ad on irrelevant keyword variations.

For instance, if you own musical instruments with a good variety of acoustic guitars at an Orange County shop, your selected keyword will be “Acoustic Guitar Orange County,” and Google can interpret it for the following search matches:

  • “Orange Guitar Acoustic County”
  • “Acoustic Guitar LA County”
  • “Orange County Green Acoustic Guitar”
  • “Electric Guitar Orange County”

The Iceberg Effect

When you use the broad match type, you can end up paying for results or search terms that are different from the keywords you bid on, resulting in the Iceberg Effect. As a result, you can overpay for irrelevant search topic ads and have minimal control over the search terms your ad is displayed for.

If you want to generate the maximum traffic for your landing page, a broad match keywords is beneficial. However, you can get lost in the vast amounts of irrelevant terms that show up in your search term report, which will be of no use since you want to attract potential customers.

A broad match generally generates many clicks for your website, but not all of them are from your targeted audience. The chances of conversion are significantly less, resulting in high ad costs with less ROI.

Benefits

A broad match is a good option for your ad campaign if you cannot create in-depth keyword lists. If a particular ad gets no clicks on some keyword variation, your ad will no longer be displayed by Google’s system for that search term. As a result, the click charges will decrease for your low-performing keyword variations so that you can spend more on relevant keywords.

Negative Keywords

You can use negative keywords with phrase and broad match keywords, as the addition of negative keywords helps increase targeting, improving your ROI when you use the broad match. This means that when you designate a negative keyword, Google can never display your ad when that term is used in a search.

Use a minus sign with a keyword to create a negative keyword and clock a significant amount of irrelevant traffic. But know that this will limit your reach.

Broad Match Modifiers

This is a more trustworthy and responsible version of the broad match type for your Google Ads budget. It acts as a moderation between the broad type and other restrictive match types. In addition, it allows you to pick specific search terms that should be in your ad for it to be displayed.

Add the plus sign with one or more words and create your broads match keywords. These appear in a user’s search in no specific order. Broad match modifiers give more control and visibility over how you spend your ad budget than the broad match type.

Furthermore, broad match modifiers are safer with a greater click-through rate (CTR) than broad matches. This happens because synonym or related search keywords do not trigger your ads.

Pros And Cons

This match type gives a range of searches with helpful keywords that you had not previously considered, but that still have the potential to trigger your ad. With a modifier like the plus sign in your broad match keywords, your ad traffic’s relevancy increases as they generate highly targeted traffic.

It is best to use this match type to increase your impression count and decrease the irrelevance the broad match generally gives.

Phrase Match

Phrase matches are keyword match types that eliminate the unnecessary and risky traffic that the other match types produce. With the phrase match keywords type usage, when someone searches for your keyword phrase, your ad is displayed in the search results in proper order.

Unlike broad match or modified broad match keywords, phrase match keywords does not have search terms with the middle words of your phrase. Phrase match is also a better option when your keyword’s meaning changes with the order of terms. It ensures that your keyword is displayed in the order that you choose.

Phrase match type has better flexibility than an exact match keywords which makes it so important, and it also lets Google show more discretion than the broad match types. Furthermore, since you don’t have to follow exact match, you can enjoy the phrase match’s wide audience. However, you can expect irrelevant traffic here as well.

Phrase match keywords is essential to maintain the word order and ensures that you reach the correct searchers. As a result, a specific keyword of your choice has increased traffic, and your ad budget is better focused on more relevant traffic.

There will be a difference between the traffic volume that broad match and phrase match bring to your site. However, phrase match keywords does get higher-quality traffic with more conversions using a more niche-targeted ad, which makes up for the lesser traffic.

Exact Match

The most restrictive PPC keyword match type is the exact match keyword type since it restricts the display times of your ad. So while this type gives you the most relevance, it provides the lowest reach to your ad.

It would be best to use the exact match keywords type when you want to serve your ad for a particular keyword. With an exact match keywords, you can choose to show your ad to only those customers who search for that same keyword or one that is closely related to it.

These closely related terms include misspellings, accents, abbreviations, stemming, singular and plural forms, recorded with the same meanings, conjunctions, and prepositions. Again, you can create an exact match keyword type with brackets around a specific keyword.

Such match types lower your ad’s traffic and generate fewer clicks or impressions than other match types. However, exact match keywords generates highly targeted traffic with the maximum conversion chances because users search for the exact term you have created your keyword around.

Additionally, exact match keywords help increase your Quality Score because of lowering the search term-to-keyword ratio. This match type has ads that create the most click-through rates but at the greatest cost-per-click.

Exact Match Risks

The exact match type can help to decrease your overall costs because you only pay for fewer targeted clicks. However, it is also essential to note that you also risk missing helpful keyword-related traffic with the further inability to get long-tail data.

Conclusion

Choose the right PPC keyword match type

It is essential to choose the right PPC keyword match type for an effective PPC strategy. There are four match-type keywords that you can select for your campaign, depending on which one fits your needs closely.

Since the match type decides the extent to which a search query matches your keyword in the Google Ads account, you have several options to choose from. These include Broad, Broad Modifier, Phrase, and Exact match types, where each of these has its pros and cons, making them optimal for various types of campaign goals.

In any case, keyword match types play an essential role in online marketing, and marketers and advertisers must use them for effective marketing campaigns.

We are a PPC management agency with a focus on direct and white label PPC clients. Whether you own a single online-focused business or are a new online marketing agency, contact us today to get started!

Author
Recent Posts

Samuel Edwards

Chief Marketing Officer

Throughout his extensive 10+ year journey as a digital marketer, Sam has left an indelible mark on both small businesses and Fortune 500 enterprises alike. His portfolio boasts collaborations with esteemed entities such as NASDAQ OMX, eBay, Duncan Hines, Drew Barrymore, Price Benowitz LLP, a prominent law firm based in Washington, DC, and the esteemed human rights organization Amnesty International. In his role as a technical SEO and digital marketing strategist, Sam takes the helm of all paid and organic operations teams, steering client SEO services, link building initiatives, and white label digital marketing partnerships to unparalleled success. An esteemed thought leader in the industry, Sam is a recurring speaker at the esteemed Search Marketing Expo conference series and has graced the TEDx stage with his insights. Today, he channels his expertise into direct collaboration with high-end clients spanning diverse verticals, where he meticulously crafts strategies to optimize on and off-site SEO ROI through the seamless integration of content marketing and link building.

Latest posts by

Samuel Edwards

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Author

Samuel Edwards

Chief Marketing Officer

Throughout his extensive 10+ year journey as a digital marketer, Sam has left an indelible mark on both small businesses and Fortune 500 enterprises alike. His portfolio boasts collaborations with esteemed entities such as NASDAQ OMX, eBay, Duncan Hines, Drew Barrymore, Price Benowitz LLP, a prominent law firm based in Washington, DC, and the esteemed human rights organization Amnesty International. In his role as a technical SEO and digital marketing strategist, Sam takes the helm of all paid and organic operations teams, steering client SEO services, link building initiatives, and white label digital marketing partnerships to unparalleled success. An esteemed thought leader in the industry, Sam is a recurring speaker at the esteemed Search Marketing Expo conference series and has graced the TEDx stage with his insights. Today, he channels his expertise into direct collaboration with high-end clients spanning diverse verticals, where he meticulously crafts strategies to optimize on and off-site SEO ROI through the seamless integration of content marketing and link building.

Related posts

Samuel Edwards
|
May 30, 2025
PPC Case Study: Tampa, Florida Apartment Complex

When this apartment complex client partnered with PPC.co, their goal was clear: generate more qualified leads through Google Ads. In just 60 days—from January to March 2025—we transformed their paid acquisition performance. Total conversions more than tripled, jumping from 10 to 32, while the overall conversion rate soared by over 300%. At the same time, we drove down the cost per conversion by 44%, delivering significantly more leads at a much lower cost. 

By strategically combining Performance Max and high-intent Search campaigns, we not only increased lead volume but improved overall efficiency and ROI. This rapid and measurable improvement underscores the value of data-driven optimization and expert campaign management.

January 2025

March 2025

‍

Campaign Analysis Summary

January 2025

  • Total Ad Spend: $498.63

  • Total Conversions: 10

  • Cost per Conversion: $49.86

  • Overall Conversion Rate: 1.12%

  • Campaigns Active:

    • Performance Max (PMax):

      • Conversions: 10

      • Conversion Rate: 1.12%

      • Cost per Conversion: $49.86

    • Search Campaign: No conversions or spend.

March 2025

  • Total Ad Spend: $898.54

  • Total Conversions: 32

  • Cost per Conversion: $28.08

  • Overall Conversion Rate: 4.64%

  • Campaigns Active:


    • Performance Max (PMax):


      • Conversions: 19

      • Conversion Rate: 3.74%

      • Cost per Conversion: $27.39

    • Search Campaign:


      • Conversions: 13

      • Conversion Rate: 7.14%

      • Cost per Conversion: $29.08

Strategic PPC Campaign Insights

  • Performance Max Improvements:

    • Conversions almost doubled (10 → 19) with just a 4.4% increase in spend ($498.63 → $520.45).

    • Cost per conversion was nearly cut in half ($49.86 → $27.39), showing better algorithmic targeting or improved creatives/landing page experience.

    • Conversion rate rose from 1.12% to 3.74%, indicating better audience alignment.

  • Search Campaign Activation:

    • Was inactive in January.

    • Delivered strong performance in March with a 7.14% conversion rate and 13 conversions at a very competitive $29.08 cost per conversion.

    • High interaction rate (7.65%) shows strong ad engagement and search intent alignment.

What’s the path going forward? 

  1. Continue Campaign Diversification:

    • The dual strategy of running both PMax and Search campaigns is proving effective. Continue scaling with both to diversify reach and conversion sources.

  2. Increase Budget Strategically:

    • Given the efficiency improvements (43.7% drop in cost per conversion), consider increasing the budget further to capitalize on momentum—particularly for the high-performing Search campaign.

  3. Refine PMax Targeting & Creative:

    • The Performance Max campaign is performing well but has room to improve conversion rate to match the Search campaign. A/B test creatives, refine audience signals, and check landing page relevance.

  4. Track Lead Quality:

    • Ensure that higher conversion volume aligns with high-quality leads or downstream metrics like closed deals or ROI.

‍

‍

The client was thrilled with the performance. As they put it: 

‍

We’re super excited about the results! Can’t wait to see what’s to come!”

‍

Conclusion

This case study is a testament to what can happen when a well-structured campaign meets expert strategy and continuous optimization. Whether you're launching a new property or looking to boost occupancy in a competitive market, PPC.co delivers real results—fast.

Ready to grow your leads and lower your cost per conversion?
Contact us today to schedule a free audit and discover how we can help you achieve similar results.

Click on the following link if you would like to see more PPC case studies! 

‍

Timothy Carter
|
May 29, 2025
How Successful Fashion and Apparel Brands Win With PPC

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.

1. They Know Their Audience Down to the Sock Size

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:

  • Are your customers buying for themselves or as gifts?
  • Do they splurge or hunt for deals?
  • Are they into minimalism, streetwear, bold prints, or something else entirely?

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.

2. They Build Scroll-Stopping Creatives

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?”

3. They Test Relentlessly (But Intelligently)

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:

  • Start small. Launch multiple ad variations with low daily budgets. It’s better to launch 10 different ads spending $100 per day on each than it is to test one ad at $1,000 per day. You’ll get much better data that ends up guiding the iterative process later on.
  • Test one variable at a time. Change just the headline, image, or CTA. That way, you know what made the difference. If you change multiple elements at once, you’ll never actually know what made the difference and what did not.
  • Run A/B tests regularly. Platforms like Google Ads and Meta Ads Manager make it easy. You should always be split testing, even when you have an ad variation that’s crushing it at the moment.
  • Kill losers early. Don’t waste budget on underperforming ads. Shift that money to top performers. If you’ve given an ad at least 72 hours and it’s not performing, kill it and reallocate the funds to a new test ad or an existing winner.

You don’t need to reinvent the wheel. The objective is to keep refining it until it runs smoother and faster.

4. They Use Retargeting to Turn ‘Maybes’ Into Buyers

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.

5. They Nail Their Offer Stack

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:

  • First-time buyer discounts
  • Free shipping thresholds
  • Buy-one-get-one deals
  • Gifts with purchase
  • Limited-edition drops

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:

  • Cold traffic? Try a new-customer discount.
  • Cart abandoners? Offer free shipping if they check out today.
  • Past customers? Show a limited VIP bundle offer.

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.

6. They Diversify Channels Based on Product Type

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.

7. They Ruthlessly Optimize Their Landing Pages

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:

  • High-quality lifestyle imagery
  • Clear sizing charts and fit info
  • Mobile-first design (this is huge!)
  • Reviews and social proof
  • Fast load speed (under 3 seconds)
  • Obvious return/exchange policy

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.

Build Your Ad Strategy With PPC.co

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.

‍

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