Scaling and growing a PPC campaign is all finding areas for growth in relation to getting the most conversions for every dollar spent.
Believe it or not, many successful PPC campaigns waste hundreds and even thousands of dollars on wasted impressions.
In other words, they’re not ready to effectively scale.
This means that even if your local campaigns are acquiring thousands of impressions every week, your local PPC ads could be potentially falling on blind eyes and deaf ears.
Looking into every impression you receive is difficult, if not downright impossible.
Local businesses, in particular, are more fulfilled when they can convert ad impressions into foot traffic.
In paid search, optimizing PPC campaigns to achieve this goal is called local PPC.
A local PPC ad involves a lot of refinement around optimizing your local PPC ads for nearby searches to compel viewers to visit a location instead of a website.
This is done mainly through geotargeting.
If you’re not familiar, local PPC can be a complicated topic. However, like local SEO, local PPC isn’t as meticulous when you understand the benefits of geotargeting.
As such, this guide will explain all you need to know about both subjects.
To better understand local PPC, let’s provide an example.
Let’s say that you’re at home and want to order takeout for dinner. As you’re searching for restaurants online, you come across an ad for one of your favorite local restaurants that has begun to offer delivery.
Intrigued with the idea of having your food delivered, you click the ad and immediately place your order. As simple as this example sounds, this is what local PPC is. Even with a tight budget, a defined local PPC strategy can help you get your local search ads right in front of prospects with strong buyer’s intent.
With that said, local PPC is a paid search campaign that’s designed to target individuals within a specific region.
You can run these local PPC campaigns on both social media platforms and search engines, primarily through Google and Facebook Ads.
With local PPC, you only pay when a person clicks on your ad, so you have to be careful about who you’re targeting. Wasted conversions on people outside of your scope of service can result in an inflated budget over time.
Thus, the benefits of local PPC are:
With a local PPC strategy, your ads will only show up in front of people who are the most interested in your products and services, mainly because you control who your ads target.
Ideally, your ads should only target people who can benefit from your business. Since your local PPC campaigns is–by definition–local, you won’t have to compete with corporate enterprises. This means bidding won’t be as intensive, and you can actually stretch your marketing dollars to achieve even more conversions.
A successful local PPC campaign will endure less competition, in addition to more impressions and conversions.
As a local business running local business PPC, make sure potential customers and local searchers know you exist is paramount. By running local PPC campaign, you can improve your brand awareness in your community.
As online shopping becomes more popular, it’s never been more important to run a local PPC campaign. When your ads show up to relevant/target audience, they’ll be much more likely to convert since you’re targeting qualified leads instead of unrefined prospects.
Fortunately, local PPC ads are more measurable than other local marketing techniques, such as flyers and banners. By using these ads, you can more accurately track impressions, clicks, and conversions.
One of the most frustrating aspects of running a nationwide PPC campaign is measuring up to enterprises with larger budgets. What makes matters worse is that you could be up against a fierce competitor that’s receiving help from a top-tier digital marketing agency.
In local PPC, you’ll simply be pitted against other nearby businesses. This means you should know your competitive landscape better. Thus, it’s possible to achieve more success running a local PPC campaign compared to a broader one.
Now that you know what local PPC is and why it’s important, it’s now time to begin putting in the work to create an effective strategy. Here are some proven ways to get started:
When you decide to set up your campaign, make sure that your location is highly specific before moving forward. For example, you should even use your zip code to define your local services ads area.
With that said, it’s also important to include areas where you don’t do local business PPC to avoid targeting the wrong prospects. When you include a specific location, your campaign and budget becomes more efficient since your ads won’t reach people who can’t use your service.
The phrases you use in your PPC ads should also be highly specific and relevant to the location where you’re doing local business PPC. For this step, you can use Google Trends to see if people in your area are using “Chinese takeout” instead of “Chinese food near me.”
Also, make sure to include your service location in your ad. By including your city name in the headline and copy of your ad can disqualify ineligible prospects from clicking on your ad.
That way, you can save money by never paying for clicks from someone who’ll never convert. Using hyper-local phrases along with targeted keywords is the key to a successful strategy.
Running a local PPC campaign makes it simple to immediately test and optimize your ads based on real-time results. It’s important to stay vigilant and adapt your ads to changes in its performance, whether positive or negative.
During tests, you can perform A/B tests to conduct side-by-side comparisons to different aspects of your ads, such as headlines, copy, and call-to-actions (CTAs).
If you are already running an effective SEO campaign, you should write down your high-performance local PPC keywords and begin targeting them in your local PPC strategy. For example, if a certain keyword performs well for organic search, it may produce the same results for paid search.
You can gain incredible insights into the best-performing keywords people are using to find your website in Google Search Console. You can also use tools like Ahrefs and SEMrush.
Remember, SEO vs. PPC is not a mutually exclusive strategy!
By enabling ad extensions, you can add a lot of important details about your local business to your local PPC campaign. The more details you can add, the better your ads will perform.
Thus, you’ll get the most bang for your buck. The two types of ad extensions you should consider are for your phone number and location. This way, you can add your phone number and address to your ads so your leads can contact you directly.
Before you set up any ad extensions, ensure that your Google My Business (GMB) profile is up-to-date with accurate information. Your campaign will pull your data from your GMB profile.
These buttons make it easier for people to contact your business outright instead of visiting your website.
Again, you can run a local PPC campaign on both search engines and social media platforms. Try using both Facebook and Google Ads. Google Ads is clearly the most widely-used online advertising platform in the world.
Facebook Ads are just as recognizable, especially if your target demographics are constantly using Facebook in the first place.
Having a designated page that can convert qualified leads is key to making sure you aren’t wasting your money on ads that aren’t following through. This is called a landing page.
Instead of linking your ads to your website URL, use a landing page instead. This page should:
You may have to hire a copywriter and UI designer, but the ROI you can achieve from creating a landing page can be extremely beneficial to your bottom line.
Geotargeting is often synonymous with local PPC, and that’s for a great reason. Geographic ad targeting, or geotargeting for short, is an advertising strategy where the advertiser can choose specific locations where their ads will appear.
Geotargeting is popular on virtually any online advertising platform, from Google Ads to LinkedIn ads. The purpose of geotargeting is to place your ads in locations where prospects are more likely to convert, improving the ROI of your ad budget.
Here is what a sample geo-targeted ad looks like:
The good news for advertisers is that geotargeting is a rather simple concept. With this feature, your ads can trace the most qualified leads based on:
One of the most exciting facts about geotargeting is that your net can be as narrow and wide as you want. Below are some of the examples of geographical categories you can target in your ads:
This is the widest range you’ll ideally want to target. Outside of this range, your ads won’t be considered local, and then you’ll be bidding against global competitors. In any case, you use this category to address concerns your audience may be facing, such as 24-hour customer service and worldwide shipping.
If you’re still trying to reach a large audience but the “countries” range is too wide, then you can settle for this category instead. For this category, you can target specific provinces, regions, and states.
This is the perfect setting for local PPC ads. In this category, you can target leads (via location extensions) in specific radiuses and proximities from your business, rather than casting a wide net in regions and cities.
In fact, targeting a radius is best for driving foot traffic when you’re offering delivery services. The only caveat is that you must meet a certain threshold of traffic when targeting specific radiuses.
This means that if your target range is too small, your ads may not be seen at all, and you’ll just waste your time. On the other hand, if your target range is too large, then you could be targeting people who aren’t going to travel to visit your business.
If you’re going to use geotargeting to refine your ad reach, here are some effective strategies for getting the job done:
Brick-and-mortar stores often use location-specific ads to drive foot traffic. If you’re following this successful PPC strategy, take it a step further and create time-specific ads as well. For example, if your business is open at specific times, optimize your ads accordingly.
If you’re drawing a lot of visitors to your restaurant during lunch hours but want the same results for breakfast, then set your ads earlier in the day to accomplish this goal.
When you’re using geotargeting to segment your campaigns, this opens up the door of possibilities regarding the different aspects you can test, such as:
However, this is only on a limited scale. If you’re not sure how your campaign will perform, you can test your ad to specific markets before it goes live.
This tip may seem very basic, but do you understand how many location names are similar in any given city. When you misspell or use the wrong location name, your ads aren’t going to give mixed signals.
As such, make sure that your locations are very specific and accurate before running them.
As you can see, local PPC isn’t too difficult to understand. However, if you really want to establish a competitive advantage in your industry, you should hire a qualified PPC agency to run your ads.
Whether your ads aren’t reaching your target audience or you’re spending too much money, we can help. Contact us today to speak to a member of our team and receive a free proposal.
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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.
