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Leveraging User-Generated Content Across Multiple Platforms

Timothy Carter
|
July 14, 2023

User-generated content, or “UGC,” is online material created by users of a platform rather than brands and businesses – often consisting of images, reviews, testimonials, and other forms of digital expression.

UGC plays an invaluable role, particularly in ecommerce marketing strategies today, as it allows customers to shape brand storytelling and speak more authentically.

With the right implementation techniques, brands across a variety of industries can capitalize on advantages such as cost-effectiveness and user engagement that come with leveraging user-created content for their multi-platform printing initiatives.

Benefits of Utilizing UGC

UGC marketing benefits

Source

Increased authenticity and credibility

The presence of user-generated content on your marketing initiatives supports improved authenticity and credibility. UGC presents a more natural experience where users get an up close and personal insight into others’ thoughts, feelings, and experiences while that inherently builds trust in your brand.

The very presence of public statements from real customers or past users adds believability to any buying decision as people use the information provided directly by confirmed purchasers as both endorsement towards a product itself as well as guidance when searching for an answer or details regarding specific offerings.

Too many opinions can paralyze consumers’ buying choices, and having lesser reviews written by outside opinion rounds them out without feeling incapable or manipulated.

Enhanced engagement and user interaction

Utilizing UGC can help to significantly enhance engagement and user interaction by providing interested potential customers in an immersive yet knowledgeable experience.

By leveraging this content, companies have the opportunity to connect with their audiences on a deeper level, inviting them into conversations about topics they hold dear and raising awareness about their company’s goods or services.

Additionally, when used as part of contests or campaigns it allows for brands to better understand consumer interests by examining what kind of content users are posting and gaining insights that they otherwise may have missed.

Cost-effectiveness and scalability

Utilizing user-generated content (UGC) offers cost-effective and scalable benefits to start-ups and even established brands.

UGC refers to any form of created digital media or content that is produced and shared by users in online settings; such as social media, blogs, advice forums, and vlogs.

Because creating UGC does not require costs for associated hired services like with traditional marketing plans, it saves industries a tremendous amount of dollars comparatively as they invest nothing intraday into their campaigns beyond possible organic rewards payments.

Strategies for Leveraging UGC

Encouraging user participation and content creation

UGC is very influential

Source

Encouraging user participation and content creation is critical for leveraging UGC strategies. This can be done by offering incentives such as brand ambassador programs, contests, polls, etc. to hook your customers in and incentivize them to create new content.

Make sure the guidelines are clear such as what type of content you’re looking for and who exactly can participate in the program; this establishes trust between the consumers and the brand.

Providing proper communication tools allows interactions among users, allowing conversations about your business that help raise customer satisfaction levels.

This also results in spurting the organic growth process of providing an engaging platform through easily accessible content created by real people taking part in practicing responsible digital citizenship.

Curating and moderating UGC for quality and relevance

One key strategy for leveraging user-generated content is curating and moderating UGC for quality and relevance.

This means regularly looking for, selecting, organizing, trimming down, contextualizing, or explaining UGC so that its suitability and accuracy are maintained in partner with your business goals.

Good moderation practices guard the promotion of the original content naturally as more strategic options within growth tactics get concentrated into marketing assets worthy of continual public dispersals.

Integrating UGC across various platforms and channels

Integrating user-generated content across various platforms and channels is a highly effective strategy for leveraging UGC.

Doing so helps to increase the reach and impact of UGC while simultaneously consolidating audiences on several fronts—wherever users congregate both online and in person.

This way, not only can individual pieces of content be seen more widely, but also brand engagement with its target audience, and increased synergy across all verticals scopes that facilitate optimization as well.

Challenges and Considerations

Maintaining brand consistency and reputation

Maintaining brand consistency and reputation is one of the foremost considerations to weigh when leveraging user-generated content across multiple platforms. For businesses larger in scale, it becomes all the more important for UGC to match existing messaging and branding approaches.

It is thus paramount that guidelines for posting be written encompassing best UX practices as well as including rules about profanity or controversial topics post titles won’t include product promotion or references identified with other brands.

Henceforth any moderating system should also comply with preexisting optimization regulations laid out internally. Finally, the aim should always be aligning contributing users’ experiences directly tied back to a core offering ensuring consistent uniformity of standards over time – commercial restrictions included.

Legal and copyright issues surrounding UGC usage

Using UGC in marketing materials comes with great potential liability and copyright issues. Since user-generated content is instantly accessible for anyone to view and use, common law, statutory or constitutional limitations may present risks to companies when applying it to digital marketing efforts.

To limit the risk of legal issues, organizations can request licensure before utilizing UGC or register their content repositories under Creative Commons rules that permit its transfer for businesses’ public communications.

Dealing with negative or inappropriate UGC

Dealing with negative or inappropriate UGC can be a challenge for brands when utilizing user-generated content. Negative feedback in reviews or comments on platforms like social media can cause damage to brand reputation that is difficult and time-consuming to repair.

Companies should have processes and policies in place to moderate content carefully, protect against legal issues around copyrighted work, but also preserve authentic conversations and customer experiences from the public’s point of view.

Best Practices for Utilizing UGC

Best Practices for Utilizing UGC

Source

Establish clear guidelines and user permissions

One of the best practices for utilizing user-generated content is to establish clear guidelines and user permissions.

This helps ensure that brands are maximizing the value gained from UGC while still protecting their messaging and reputation. Brands should create both technical and social protocols so users understand what types of content they may post, how it will be used, where it appears, and rules around usage rights.

Engage and reward active contributors

Engaging and rewarding user contributors helps to motivate users to create quality content, reward loyalty, demonstrate that the brand values its fanbase, and foster long-term relationships. Offering incentives such as discounts or prizes are typically common motivators for active members of a platform.

Additionally, celebrating weekly ‘spotlights’ on key inputted UGC or positively noting contributions encourages meaningful interactions. These capabilities reinforce effective use of UGC by creating social buzz around different products or campaigns which can in turn set brands apart from competitors.

Monitor and respond to UGC in a timely manner

Monitoring and responding to user-generated content (UGC) in a timely manner is an important best practice for leveraging UGC across multiple platforms and channels.

Businesses should make sure to have systems in place for monitoring mentions, reviews, stories, hashtags, and other UGC that feature their brand. Responding quickly not only builds customer loyalty but also helps businesses maintain relevant relationships with eager customers engaged around topics happening around the clock.

There are many approaches to successfully manage this process including building an internal team from within or hiring outside companies specialized as digital response spokespeople for large consumer brands worldwide.

No matter which approach you choose, it’s important that all communication be consistent across the board and entrust relevant personnel with access at all branches whether through any law firm or public relations wing when engaging much more massive user bases.

Conclusion

The powerful potential of UGC should be incorporated into any comprehensive digital marketing approach to help brands authentically engage with their audience and ultimately strengthen relationships between customers and companies.

Brands need to ensure clear guidelines are set, quality analytics are used, and active engaging policies are enacted within their user communities in order to attain the most out of user-generated content.

Brand advocates will then become a strategic tool during the customer’s journey adding unparalleled authenticity, credibility, engagement levels, and overall brand sentiment for today’s ever-expanding marketplace.

More importantly, they will deliver a return on ad spend (ROAS) that allows your business to scale with paid marketing.

Talk to us today!

Author
Recent Posts

Timothy Carter

Chief Revenue Officer

Timothy Carter is a digital marketing industry veteran and the Chief Revenue Officer at Marketer. With an illustrious career spanning over two decades in the dynamic realms of SEO and digital marketing, Tim is a driving force behind Marketer's revenue strategies. With a flair for the written word, Tim has graced the pages of renowned publications such as Forbes, Entrepreneur, Marketing Land, Search Engine Journal, and ReadWrite, among others. His insightful contributions to the digital marketing landscape have earned him a reputation as a trusted authority in the field. Beyond his professional pursuits, Tim finds solace in the simple pleasures of life, whether it's mastering the art of disc golf, pounding the pavement on his morning run, or basking in the sun-kissed shores of Hawaii with his beloved wife and family.

Latest posts by

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Author

Timothy Carter

Chief Revenue Officer

Timothy Carter is a digital marketing industry veteran and the Chief Revenue Officer at Marketer. With an illustrious career spanning over two decades in the dynamic realms of SEO and digital marketing, Tim is a driving force behind Marketer's revenue strategies. With a flair for the written word, Tim has graced the pages of renowned publications such as Forbes, Entrepreneur, Marketing Land, Search Engine Journal, and ReadWrite, among others. His insightful contributions to the digital marketing landscape have earned him a reputation as a trusted authority in the field. Beyond his professional pursuits, Tim finds solace in the simple pleasures of life, whether it's mastering the art of disc golf, pounding the pavement on his morning run, or basking in the sun-kissed shores of Hawaii with his beloved wife and family.

Related posts

Samuel Edwards
|
May 30, 2025
PPC Case Study: Tampa, Florida Apartment Complex

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.

January 2025

March 2025

‍

Campaign Analysis Summary

January 2025

  • Total Ad Spend: $498.63

  • Total Conversions: 10

  • Cost per Conversion: $49.86

  • Overall Conversion Rate: 1.12%

  • Campaigns Active:

    • Performance Max (PMax):

      • Conversions: 10

      • Conversion Rate: 1.12%

      • Cost per Conversion: $49.86

    • Search Campaign: No conversions or spend.

March 2025

  • Total Ad Spend: $898.54

  • Total Conversions: 32

  • Cost per Conversion: $28.08

  • Overall Conversion Rate: 4.64%

  • Campaigns Active:


    • Performance Max (PMax):


      • Conversions: 19

      • Conversion Rate: 3.74%

      • Cost per Conversion: $27.39

    • Search Campaign:


      • Conversions: 13

      • Conversion Rate: 7.14%

      • Cost per Conversion: $29.08

Strategic PPC Campaign Insights

  • Performance Max Improvements:

    • Conversions almost doubled (10 → 19) with just a 4.4% increase in spend ($498.63 → $520.45).

    • Cost per conversion was nearly cut in half ($49.86 → $27.39), showing better algorithmic targeting or improved creatives/landing page experience.

    • Conversion rate rose from 1.12% to 3.74%, indicating better audience alignment.

  • Search Campaign Activation:

    • Was inactive in January.

    • Delivered strong performance in March with a 7.14% conversion rate and 13 conversions at a very competitive $29.08 cost per conversion.

    • High interaction rate (7.65%) shows strong ad engagement and search intent alignment.

What’s the path going forward? 

  1. Continue Campaign Diversification:

    • The dual strategy of running both PMax and Search campaigns is proving effective. Continue scaling with both to diversify reach and conversion sources.

  2. Increase Budget Strategically:

    • Given the efficiency improvements (43.7% drop in cost per conversion), consider increasing the budget further to capitalize on momentum—particularly for the high-performing Search campaign.

  3. Refine PMax Targeting & Creative:

    • The Performance Max campaign is performing well but has room to improve conversion rate to match the Search campaign. A/B test creatives, refine audience signals, and check landing page relevance.

  4. Track Lead Quality:

    • Ensure that higher conversion volume aligns with high-quality leads or downstream metrics like closed deals or ROI.

‍

‍

The client was thrilled with the performance. As they put it: 

‍

We’re super excited about the results! Can’t wait to see what’s to come!”

‍

Conclusion

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! 

‍

Timothy Carter
|
May 26, 2025
How to Get Coaching Leads Through Cost-Effective PPC Campaigns

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.

Everything begins with keyword research

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.

Understand the customer journey

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.

Define multiple client avatars for ideal targeting

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.

Your ad copy should target one avatar at a time

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:

Ad #1 Example

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.

Ad #2 Example

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.

Ad #3 Example

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.

Use dedicated landing pages optimized for conversions

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.

Be generous with your budget

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.

How to target the right people at the right time

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:

·  Google Ads

·  TikTok Ads

·  Instagram Ads

·  Pinterest Ads

·  Facebook Ads

·  LinkedIn Ads

·  YouTube 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.

Don’t skip TikTok Ads

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.

Negative keywords will weed out freebie seekers

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.

Track conversions (not vanity metrics)

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.

Run retargeting ads to catch the ones who got away

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.

Ready to fill your calendar? Partner with PPC.co

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.

‍

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