Pay-per-click (PPC) campaigns operate much differently than SEO campaigns.
While you expect SEO campaigns to take their time to bear fruit, PPC(Pay Per Click) campaigns are expected to produce almost immediate results.
SEO campaigns are easy to scale, depending on the type of effort you put in.
PPC campaigns can spiral out of control and take your PPC budget with it if you don’t properly manage them.
When the time comes when your campaign is successful, you’ll need to explore ways to scale it and make every dollar count.
However, scaling your PPC is a concentrated effort.
To accomplish this task, this guide will teach you all you need to know about growing your campaign to new heights.
Before you decide to scale your PPC (Pay per click )campaign, it’s important to make sure that everything is in working order.
Also, you need to be sure whether or not scaling your campaign is the best choice for your business moving forward.
Below are some essential questions you should ask and answer before growing your Pay per click campaign.
One of the most common causes of PPC(Pay Per Click) campaign failures is that the landing page or website hasn’t been built. It can be frustrating to spend hundreds and even thousands of dollars every month, achieve impressions and clicks on your ads, only for them to visit your website and leave.
PPC campaigns are only a means to an end. This means that your website or landing page needs to actually work properly before continuing with your campaign. To make sure your website is working and heighten your campaign’s conversion rate, here are the following steps you should take:
You wouldn’t believe how many PPC campaigns aren’t configured with Google Analytics. Some forget to install this feature, and others figure it’s not very important. Nonetheless, Google Analytics is instrumental in tracking conversions down your sales funnel.
With Google Analytics, you can find out the exact keywords customers are using to find an ad. You can also check on important SEO benchmarks such as dwell time (average session time), bounce rate, and more.
Google Analytics is most important in observing how leads react to your website when they’re away from your ads. This is the type of information you won’t find on Google or Facebook Ads.
When you run an eCommerce store, dealing with B2C clients, there’s no need for investing in a customer relationship management (CRM) platform. After all, people are going to click on your ad, visit your store, buy, and leave.
When you’re targeting B2B clients, you have to groom them before they’re ready to buy. Before you scale your campaign, you have to make sure that your business is ready to deal with a sudden influx of new prospects.
Thus, be sure to research and invest in a premium CRM platform that aligns with your business’ needs.
Once you’ve made the decision to begin scaling your PPC campaign, it’s time to put in the work to make your changes happen. By following these 10 convenient steps, you can begin the process of growing your PPC campaigns.
If you haven’t done so already, invest sufficient resources into creating a landing page that can visibly attract prospects delivered from your paid ads and convert them into paying customers.
Landing pages are the most important aspect of any PPC campaign, as they are responsible for improving conversions. Therefore, it’s in your best interest to hire a proficient copywriter and UX designer to ensure that your landing page design is a success.
When your landing page is complete, conduct regular A/B tests and perform tweaks to make sure that it will perform it’s best over time.
This may seem obvious, but increasing your ad budget is one of the most sure-fire ways of scaling your PPC campaign. The more you’re willing to spend on PPC ads, the more placements you can earn on the internet and social media.
Let’s say that your competitor is spending $1,000 a month on Google Ads. If you’re not prepared to match or exceed their investment, then you can’t expect to achieve similar results.
Granted, you can achieve remarkable results with any reasonable ad budget if you’re creative enough. But, if your competitors are allocating more money towards foundational keywords that are bringing in vast amounts of traffic, then you’re always going to be at a disadvantage.
As a result, make the decision to increase your budget at a rate that’s financially feasible for your business.
A lot of businesses spend a lot of time, effort, and money targeting new prospects. Depending on your industry, some people may not be interested in learning more about a product outright.
After all, paid ads aren’t really considered to be an inbound marketing strategy. You’re essentially paying for your ads to be placed in front of a person if they type in a familiar keyword.
This doesn’t mean that the person is automatically interested in buying a product or service. For this reason, you need a contingency plan to subliminally keep your business in the minds of prospects who aren’t yet ready to convert.
Remarketing in PPC campaigns helps you to achieve this. Google Ads allows you to structure existing campaigns to retarget people who have viewed your ads and are on different websites:
This allows advertisers to use an internet user’s cookies to send ads even when people are on completely different websites:
Remarketing adds a “moving ad” effect to a PPC campaign. No matter where a prospect goes online, your ads can follow. Be sure to create a cookie policy to stay GDPR compliant and respect your audience’s privacy.
If you’re going to scale your PPC campaigns, chances are that you plan to advertise several more products and services your business offers. The problem is that you can’t group all of these potential ads together.
This makes it very difficult to track results and measure your campaign’s ROI.
When scaling your PPC campaign, you’ll need to create distinct ad groups for different products and services.
For example, let’s say that you sell home security equipment. If you’re planning on advertising both home security cameras and alarm systems, then it’s best to place these products in different groups.
Why? Both of these products are very similar.
The reason is because when you separate different products and services into distinct ad groups, you make it easier to target hyper-specific keywords. This way, you can not only create keyword-rich ad copy, but you can develop ads that are just what your audience is looking for.
When designing a PPC campaign, it can be tempting to just target the low-hanging fruit. After all, there’s no harm in bidding for low-cost keywords that can net minimal traffic for your website or landing page.
The problem is that all traffic isn’t good traffic. Just because your ads are gaining impressions online doesn’t mean that they are successful. Even if you’re targeting keywords that total hundreds of thousands of traffic, your ads will never be completely efficient.
As a result, make sure that you analyze the demand of your targeted keywords before moving forward. This goes beyond determining how much traffic a standard keyword receives.
You can analyze the demand of a keyword by using external solutions, such as WordStream, SpyFu, SEMRush, and Ubersuggest.
Do you know how many keywords you’re targeting? Are they organized accordingly so you can monitor their performance? If not, then you better get busy in establishing a keyword list.
Google Ads already shows you a complete list of the keywords you’re bidding for. Though, if you plan to use any of the external keyword research tools mentioned before, you’ll need to explore these keywords into a list.
A major part of building a keyword list is deciding which keywords you don’t want to target. This may not seem important right now, but you could possibly be wasting money on irrelevant keywords that won’t net any bang for your buck.
If you’re attempting to scale your PPC campaign, the first step is analyzing areas where your ad budget is being wasted. Here are some effective ways to optimize your ad spend by creating a list of negative keywords:
If you’re going to be successful in scaling your PPC campaigns, then you’ll first have to spy on your fiercest competitors and understand how they’re structuring their campaigns.
In fact, this is one of the most important steps of building a PPC(Pay Per Click) campaign in the first place. Competitor analysis is the crux of both SEO and paid search. The good news is that there are several tools available to get a sneak peak into the campaigns of your competition.
Auction Insights via Google Ads, SpyFu, SEMRush, are all great tools to utilize in this regard.
Don’t fall into the trap of spamming keywords into your ad copy and headlines just to improve its quality score. While your ads will appear for relevant searches, it will fail to compel potential customers to click.
Remember, ad copy is for people, not Google or other. Make sure you are communicating clear and concise information to your target audience, such as your offer, contact information, and buzz words (such as buy now).
The important thing when writing ad copy is to always write for the end user.
Like the ad copy, the call-to-action (CTA) is also one of the most important structural components of any campaign. Therefore, pay close attention to the verbiage and contact information you use in your CTAs.
If you’re selling products, you should strive towards attracting your audience to “buy now”. On the other hand, if you’re selling services, it would be best to convince your audience to “learn more”.
These are clear differences, as most online products are geared toward consumers who have natural impulses to splurge in comparison to key decision makers who are interested in a service.
Since your CTAs will impact your entire campaign, place them in rigorous A/B tests to ensure they are effectively converting your target audience.
Scaling your PPC (Pay Per Click) campaign will ultimately require a great deal of experimentation, time, effort, and money.
When you choose to do all of the work yourself, you can run the risk of wasting your valuable investment and ruining your campaign.
In such cases, it’s time to fire your PPC agency.
Nonetheless, if you’re still interested in growing your Pay per click campaign, then you’ve come to the right place. Contact us today to receive a free proposal to begin scaling your campaign.
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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.
