Have you wanted to optimize your paid search campaigns?
The thing is, managing your paid search campaign is all about data, and data comes faster after you launch a new digital marketing campaign.
Before you optimize your campaign, you should be sure your top goal is from your paid search marketing campaign.
The last thing you want to do is attempt to optimize everything.
If you follow our strategies outlined below, you’ll be on the way to getting more for your digital marketing dollar.
When you advertise in several channels or campaigns in Google Ads, it’s vital to watch which channel produces the best residuals for your primary keyword performance indicator (KPI).
For instance, paid search has a higher conversion rate than YouTube, but that doesn’t mean the latter isn’t involved in the sale that paid search results gets credit for.
You should take time to grasp which search results campaigns and channels perform the best and then direct more of your budget that way.
Another vital factor in optimizing is the budget and search impression share. This is especially important when you are bidding on branded search terms in your niche.
Go over your impression share for locations where you defend the keywords for your brand, as well as any search terms that often convert to sales for you.
If you find yourself falling behind on share as you have a small budget, review how the funding is allocated.
If you don’t know what your competitors are doing in their PPC campaigns, you may flounder when forming your own. They will either dominate you when it comes to getting clicks or you’ll make errors they figured out long ago. You don’t want to be playing catch up with your competitors, right?
There are many ways to leverage what you know about your competitors as you form your paid search campaign strategy.
PPC tools help you to analyze the paid search marketing strategy for each of your competitors.
You can find tools that show the ad keywords for your competition, as well as their current paid search advertisements.
Some even allow you to review their advertisement history, which offers you insight into the google ads/ppc ads that do the best for them.
Outstanding performance in your PPC campaigns depends on a robust account structure.
You should ensure that ad groups clearly defined and that the keywords in each ad group are closely related to each other.
The more organization and relevancy in the account, the easier it is to focus on improving PPC ROI in different parts of your business.
Experts in the industry report that it’s ideal to have several ad campaign for each of your products and locations. Another way to organize your campaigns that work well is to base it on your site structure.
You can make bid adjustments at many levels. If you’re doing traditional, manual bid management, you do this at the keyword level.
But there are various aspects of your paid search campaign where you may consider applying additional bid adjustments.
For instance, you can adjust your bids by the day or hour of the day. Also, consider if you want to exclude certain times of the day or days during the week to ensure you get the best results.
Many recommend accessing Account Settings/Ad Schedule and putting in the dayparting schedule there.
Even if you run google ads 24/7, you have an appealing visual to review to check performance. Otherwise, you need to pull a new report every time.
After you do your competitive analysis, you should know how you can improve your online advertising copy to get more clicks.
Paid search ad copy is short – only 25 characters per headline and 70 characters for the ad – the text you write needs to get the person’s attention and get them to click.
If you see one of your competitors using a certain ad for weeks, there is a reason for it. The ad probably is getting clicks, so it’s a good template to use. Don’t copy what they’re doing, but look at the style and tone, as well as the keywords. After you look at some successful ads for your competitors, you probably can get an idea of what to do.
As well as getting some inspiration from your competitors, you should test your google ads to see which does the best. So, you should have two or more versions of the same ad so you can see the one that gets the most clicks.
Many marketers don’t realize how important performance by location is; some geographic areas perform differently from others. As you review and make adjustments to your top goal, you can increase the efficiency of your paid search campaigns.
If you are running your ad campaign nationwide, it’s also vital to keep track of how much budget the cities eat compared to how well they convert the prospect into a client.
You can look at the reports that reveal your location performance by accessing Campaign/Locations/User Location Report.
You can reduce your bids on locations that don’t perform as well or even think about excluding them.
If you review what users are searching for to get a match with your keywords, it informs about how paid search logic operates. But also helps you pinpoint the parts of queries that you don’t want to show up for.
This is where negative keywords can play a vital role and may help you avoid wasting money.
What the system counts as a conversion plays a vital role in determining the bidding mechanism performance.
Goggle allows you to monitor many user action types, but consider the difference between having the actions checked in conversion and bidding formulas vs. having it only for additional information.
Over months, older conversions may not matter as much. Or you could include a conversion type that was getting double counted because it was part of a current conversion type.
It’s wise to review these every quarter to ensure only counting the proper user actions for a conversion.
Keywords are the basis of paid search and organic paid search marketing, so doing a regular keyword review is a vital step in this process. The keywords you select in your campaign need to be focused on getting clicks from prospects. So, only keywords that have commercial intent can apply to your campaign.
So, you want searchers using those keywords to be as close to purchasing as possible. And remember: Don’t only select the most expensive keywords; there are niche keywords that can perform well that cost much less.
Adjusting bids by keyword is crucial because you need to review how they perform vs. the goal. You should ask yourself: Are there some keywords that don’t perform even though you check search queries, adjust bids, test landing pages, and testing various match types?
If that is the case, it may be time to remove these keywords from your campaign.
The landing page may be overlooked when measuring performance because they aren’t part of the ads account.
Nonetheless, the landing page is crucial to your ad account’s performance.
Why do people overlook landing pages?
First, landing pages are not as easy to adjust as other elements of a campaign.
Also, some brands may not want to spend money on landing pages. But landing pages often are the best way to convert prospects into clients.
Remember: Keywords and ads attract prospects to your website, and landing pages seal the deal.
It’s also important to review your campaign’s performance on various devices. Are your landing pages and pages easy to view on mobile devices?
How are your advertising campaigns doing on mobile vs. tablet vs. pc? And do you need to make adjustments to a particular device or exclude it from your ad campaign?
Don’t forget to check how each remarketing list is doing in a search and any necessary adjustments. If you’re using demographics for your inquiry, how is a particular age range doing vs. others?
Put in as many audiences as you wish at the Observation level, and see how they compare to baseline users.
Well, much depends on your goal.
Also, it depends on how your current campaigns are working.
For example, are your ad campaigns getting many clicks with a high click through rate (CTR) but only a handful of conversions?
Then it may be wise to review search queries to see how relevant they are.
Then, look at the landing pages to ensure they use best practices.
Also, review performance by device to note a big difference in different electronics your users are using.
The bottom line is there are many parts of paid search that you should review, analyze and optimize with regularity.
Let our paid search management services help you shine above your competition and maintain the ROAS you deserve.
Contact us today!
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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.
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.
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 coaching program, we’ll help you connect with the people actively searching for your services.
Contact us today for a free digital marketing consultation and let’s start turning your ads into paying clients.
