Running paid ads is an excellent way to get relevant traffic, sales, and other conversions. In some ways, it’s better than search engine optimization (SEO) because results are immediate – you can start generating traffic the moment your ad goes live.
When you need website visitors, PPC ads are perfect. Statistics published by techjury show that paid ads generate 65% of a website’s search engine traffic and create twice as much traffic as SEO. These are some promising stats. However, certain mistakes can kill your conversions.
No matter how many clicks you get, if your conversions are suffering, you might be unknowingly making some of the following mistakes.
Do your marketing messages relate to your market as human beings? Are they relatable? Do your messages elicit a sense of humanity? People aren’t going to buy from you if your ads and landing pages sound like they were written for a faceless audience. You’ll get more conversions when your marketing copy speaks directly to your audience in a way that resonates with them. This is how you build trust in a short period of time. For example, you can use humor or real-life stories that people can relate to, and this will make them listen, read, and be more likely to buy.
Your target audience needs a reason to trust you in order to buy from you, and to build that trust, you need to speak their language. Your ads need to be relatable, even if it’s just general humor. However, if you can reach your target audience with specific messages that address their pain points and needs, you’ll do even better.
You can focus on more than 100 metrics in AdWords and at least 75 in Facebook Ads, but that doesn’t mean they’re all valuable. In fact, when you focus on metrics that don’t matter, you’re wasting your time and you’re less likely to do things that will improve your conversions.
The bottom line is that conversions make you money, and when you get lost in metrics that don’t matter, you’re distracted from doing things that will increase your revenue.
The main metric to avoid getting lost in is traffic. Sure, you need traffic to get conversions, but optimizing your ads around traffic stats will only bring you more traffic. What’s wrong with more traffic? Isn’t that the goal? Yes and no.
Traffic is meaningless unless it converts. Generating more visitors will only inflate your conversion rates. If you’re looking at your traffic stats trying to devise ways to get more visitors with your ads, you’re ignoring conversions. What you need to do is zero in on your conversion rate.
Say you’re converting ten out of every 1,000 visitors to a landing page. That’s a 1% conversion rate, which is pretty low. Naturally, you’ll want to increase this percentage, but getting more traffic isn’t the way to go. Instead, you need to put your time and energy into optimizing your landing pages. Start running A/B testing and work on critical elements like your headings, page design, typography, and your calls to action.
Your goal is to get more sales, so don’t get lost in traffic metrics. Use the information to calculate your conversion rate, but don’t lose yourself in the belief that getting more visitors will automatically increase conversions – it won’t.
Bad copy is everywhere on the internet. You can’t avoid it. However, you can avoid killing conversions because of bad copy by stepping up your landing page game.
Words have the power to influence your audience for better or worse, so it’s essential to be intentional when you write your ads and landing pages. Your headlines need to be concise, yet descriptive, and your copy should present a clear value proposition to the reader. Calls to action need to be compelling and irresistible, and sales copy needs to be persuasive.
It’s easy to get people to click on your ads, but converting them isn’t automatic. Here are some simple tips for optimizing your landing pages for higher conversions:
If writing persuasive copy isn’t your thing, you can always hire a professional marketing company to write it for you. One major benefit of hiring a professional is having your ads and landing pages written by someone with experience who has already tested various page elements to see what works best. With a pro, you’ll be ahead of the game right out of the gate.
If you’re like most business owners, you probably run paid ads on social media sites, like Facebook, where you can target your existing fan base, people who have visited your website, and anyone who has interacted with your ads. While this is an important component in retargeting, it shouldn’t be your entire PPC strategy.
By showing ads mostly to people who already know you, you’re not going to get much of a return. They already know what you’re selling and they might purchase something in the future, but many will simply ignore or hide your ads.
Branch out and start displaying your ads to people who haven’t interacted with your brand on your chosen ad platform before. Start reaching new people, and if you decide to target a new segment, be sure to tailor your ads just for them. You’re more likely to increase conversions by generating sales from people who haven’t seen your ads a thousand times.
While getting lost in vanity metrics will work against you, it’s still important to track your progress. If you aren’t aware of how your ads are performing, you could be wasting money targeting the wrong demographics, running the wrong type of ads, or using the wrong platform.
Tracking your results along with A/B testing is essential for generating conversions. Even the slightest change in a page element can make a difference. For example, changing your typeface or your main heading has the potential to drive more sales or increase your bounce rate. You won’t know what’s creating your success or causing your failure unless you track your results.
The decision to get involved in any social issue should be thought out ahead of time. You can kill your conversions by generating a bad reputation based on how you respond to various issues happening in the world.
You might think you’re doing something positive, but people watching might interpret it negatively. For instance, if you choose to reference some kind of major disaster in a marketing campaign, it might backfire if people interpret your ads as insensitive or feel like you’re taking advantage of a tragedy for your own gain. Many brands have lost a good reputation over this type of situation, so be aware of this possibility.
People pay attention to everything brands do online, and if you earn a bad reputation over a social issue, your clicks and conversions will drop.
If any of these mistakes sound familiar, you’re not alone. Most business owners make some or all of these mistakes without knowing. Don’t worry, all you need to do is take a look at your strategy, identify the areas that you can improve, and make the correct changes. After a little bit of time and effort, you should see your conversions improve.
On the other hand, if you feel like you’re in over your head, you can always work with a professional paid ad agency, like PPC.co.
Whether you need sales, signups, or leads to follow up with through phone calls, we can optimize your paid ads and landing pages to get you more conversions. We are a full-service ad agency that specializes in pay-per-click ads on platforms like Facebook, Google, LinkedIn, YouTube, and others.
If your PPC ads aren’t converting as expected, contact us for more information about our services. We’d love to help you get the conversions you deserve!
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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?
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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.
