Paid search marketing is an effective way for brands to generate qualified leads and a higher return on investment. So it’s no surprise that they are always on the lookout for more customers and better sales.
A service that offers quality pay-per-click solutions is bound to attract the interest of this new business and do well.
While it is a fantastic idea to start an agency and offer tailored PPC solutions to clients, you probably have the following questions:
Before we delve into the answers, let’s outline the services you can offer and pricing models that can help you build a strong PPC agency.
PPC or pay-per-click advertising ensures that the advertisers only pay if their ad gets clicks or responses instead of paying merely for displays.
Formerly known as Google AdWords, Google Ads is a renowned platform for PPC advertising. However, your client may also want to show their PPC advertising on other search engines like Bing. These platforms power google ads by prominently displaying them above and below organic search results.
As the chosen agency, it’ll be your job to create these PPC advertising campaigns and run them on these networks and others like Google Shopping and the Display Network.
Besides, your client may also want complementary services like social media advertising strategy to run adverts on Facebook, LinkedIn, or Twitter.
Chances are that your clients want a comprehensive solution for all their paid ppc advertising needs. They want to rely on you for all-inclusive online ppc advertising campaign management.
Agencies that provide these managed services have a full-time staff dedicated specifically to PPC, contingent on the scope of their offerings.
In addition to planning and optimizing paid advertising campaigns on multiple social networks like Bing, AdWords, etc., the account managers also look out for client relationships. They have frequent interactions with customers, provide regular updates, align efforts with clients’ marketing goals, and report on performance.
Let’s delve into some of the many services that your PPC agency can offer to clients in addition to standard account management:
Add this service to your repertoire if you aim to sell to clients who want you to build their presence on Google AdWords, Facebook Business Manager, and Bing Ads. It demands detailed knowledge of:
From initial planning to execution, account buildouts may take up to several weeks, depending on the clients and own business size.
If you can’t build, assess, and optimize your client’s landing pages, you’re confining your managed PCC services offering. After all, if you don’t have control over the online spaces where the paid traffic goes, it undermines your capability to maximize impactful results.
While some agencies leave landing pages to the client, we suggest adding them to your line up. Small business plan don’t have a dedicated digital marketing department to take care of it, so they’ll appreciate it if you can handle this aspect of their campaign as well.
Handling landing page optimization allows you to add more value to your offerings and set you apart from competitors who aren’t providing the same service. But remember to onboard dedicated development and design resources, and don’t be afraid of reflecting it in your pricing.
Suppose a client has an uncontrolled account structure, got an account responsibility from an associate, or took back their account control from an agency. In that case, an account structure service can serve as a value-added package to the clients.
When pricing these services, consider the business size, historical data, and the client’s marketing objectives to determine the time, resources, and efforts it’ll take to restructure a specific account.
While you may take the reins of your customer’s PPC campaigns, you may not be able to get done with the essential design work. As Facebook ads and display ads require visual creativity, it can be time sinking to put all the elements together.
So if you don’t have an in-house team for designing and have a few trusted freelancers, make sure you work and add their rates into the final billing structure.
Account audit services are solely the analysis of your existing accounts. They are usually reviewed over a telephonic conversation with agency clients and transcribed in report form.
Consider charging a standard rate for account audits. Once you have created a thorough yet quick process, you can also offer audits as a complimentary service. After all, it represents a fair amount of value for your prospective client’s, and they’ll jump on the opportunity to work with you as long as they are getting something out of it.
Additionally, it shows the opportunities for growth and PPC optimization that can be the force to help you need to turn a potential lead into a client.
One of the most in-demand business services that you can offer is strategic consulting as a PPC agency. However, there’s a catch: you need to have intimate knowledge of the services you plan to offer.
Suppose you aim to provide consulting services to your clients. In that case, you should identify potential opportunities and educate your clients on how to implement changes strategically.
You can conduct the consulting sessions via a web conference call. The charges are usually determined hourly, depending on the experience, target market, and service.
Conversion tracking and implementation are some of the other services that you provide to your clients. It is the least time consuming yet incredibly valuable for your customers. That being said, helping customers install codes on their sites also allow you to retain more clients.
You can charge a flat rate for conversion tracking services or even provide them for free. Since execution may occur at the beginning of a client relationship, it can be a brilliant way to build trust, loyalty and deliver value to your clients.
Once you have decided on the pay per click (PPC) services you plan to offer, you will be required to design a pricing model and packaging structure. These are many common elements to consider to set up your pricing structure.
Set up or start-up fees are usually indicated by the initial overhead costs of taking on a new account. It can include substantial groundwork to get familiar with the new account, acquainted with the customer’s marketing plan approach, and make necessary structural changes.
Start-up charges are often levied as a flat rate one-time fee that ranges from 50%-100% of the recurrent monthly amount. As for recurring expenses, there are numerous ways to model your pricing structure.
The rate varies and significantly depends on the level and quality of service you are providing. For instance, do you offer paid social? Weekly reporting? Display Network management?
But for many agencies, the charges are based on a pre-determined percentage of google ads spend.
This pricing model considers the services’ total cost and charges a percentage of your entire ad spend. Provide a unified experience to your clients in every aspect, and you can set a premium price for the value you are delivering.
One of the advantages of charging your clients a percentage of total ad expenditure is the gain you can enjoy when an account decides to increase its budget. That way, you can earn additional revenue. On average, the PPC management fee ranges from 15% to 25% of the total budget.
To ensure constancy in their revenue streams, some PPC agencies opt for the flat fee pricing model. It lets you charge the client an even rate or an agreed-upon fee each month.
This pricing structure allows greater budget flexibility without continuous fluctuations in income. However, some clients may be discouraged by the radical increase in service charges when you decide to do so if that particular account performs well.
This includes charging a flat management fee on a monthly basis plus a lower percentage of your overall ad spend.
This solely depends on the additional services you plan to offer, so pricing varies from service to service.
For example, services such as account buildouts, restructure, and consulting may be best to charge on an hourly rate basis. Whereas for streamlined services like implementation, analytics, account audits, a flat rate is typically suitable. You can also potentially add-on design, image optimization or other SEO services.
Once you are ahead of the pricing structure and models stage, the final step is to get the word out! It is imperative to communicate a consistent message across all platforms, from your official website to your marketing collateral to your own paid campaigns.
Along with all the other arrangements, it is unequivocally imperative to let potential client’s know about your new PPC services offerings.
Dedicate a part of your site to market your PPC offerings to the traffic. Additionally, specify the extent of your services and the different plans and packages available.
One of the challenging things for entities entering the paid searchs sector is establishing their authority. What makes your new agency qualified enough to sell or manage online marketing solutions for your clients? How can you gain your prospective clients’ and visitors’ trust and persuade them to do business with you?
One of the ways to do so is through attaining certifications. It may take some time to get the necessary credentials, make it essential to get endorsed by renowned platforms like Facebook, Google, and Bing. This can help you to establish your business as a bonafide expert.
Once you scale up your offerings, you can leverage the initial accreditations and display them on your website. It allows you to instantly clout with skeptical clients.
Another way to establish your authority as a PPC agency is to ask and publish customer testimonials. Suppose you have worked on some great projects. In that case, you can ask your clients to leave a review about their experience more apt to consider your services. Naturally, potential customers love social proof!
The bottom line is that paid search advertising is an integral part of your clients’ inbound marketing approach. A strategic PPC initiative can help you better plan, execute, and optimize your offerings for potential clients and grow your business over the long-term.
Catching a prospect’s eye is merely the first step. Once your leads know about your PPC offerings, nurture them and turn them into actual paying clients.
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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.
Click on the following link if you would like to see more PPC case studies!
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.
