Question 1

What is PPC and how does it work?

Accepted Answer

PPC, or pay per click, is a form of online advertising where you pay each time someone clicks your ad. Your ads appear on platforms such as Google and Microsoft when users search for relevant services. Campaigns are built around targeted keywords, audience signals and bidding strategies to ensure your ads are shown to the right people at the right time. With the right setup and optimisation, PPC allows you to generate consistent, high intent traffic that can be tracked, measured and scaled based on performance.

Question 2

How quickly can PPC generate results?

Accepted Answer

PPC campaigns can begin generating traffic and enquiries almost immediately after going live. Unlike SEO, which builds over time, PPC gives you instant visibility at the top of search results. Initial data is usually gathered within the first few days, allowing for early optimisation. As performance improves through testing and refinement, campaigns become more efficient, leading to stronger conversion rates and a higher return on ad spend within the first few weeks.

Question 3

How much should I spend on PPC advertising?

Accepted Answer

Your PPC budget will depend on your industry, competition and the value of a lead or sale to your business. Higher competition keywords often require a larger budget to remain competitive, but the focus should always be on return rather than spend. We help you identify a budget that allows for meaningful data collection, consistent lead generation and ongoing optimisation, ensuring your investment is used effectively to deliver measurable results.

Question 4

What platforms do you run PPC campaigns on?

Accepted Answer

We manage PPC campaigns across leading platforms including Google Ads and Microsoft Ads, as well as social channels such as Facebook where relevant. Google Ads typically captures high intent search traffic, while Microsoft Ads can offer additional reach at a lower cost per click. Social platforms allow for targeted audience campaigns based on demographics and behaviour. By using a multi platform approach, we ensure your business reaches the right audience across different stages of the buying journey.

Question 5

How do you measure PPC success?

Accepted Answer

PPC success is measured through clear, performance driven metrics that directly impact your business. This includes tracking conversions such as calls, form submissions and purchases, alongside cost per lead and return on ad spend. We focus on the quality of leads as well as volume, ensuring your campaigns are not just generating traffic but delivering real value. Every campaign is backed by accurate data, allowing us to refine performance and scale what works.

Question 6

Will PPC work for my business?

Accepted Answer

PPC is highly effective for most businesses, particularly those with clear demand for their products or services. If your customers are actively searching online, PPC allows you to appear at the top of results and capture that demand instantly. We assess your market, competition and search behaviour to determine the best approach. Even in competitive industries, a well managed campaign can generate consistent leads and provide a strong return on investment.

Question 7

How often are PPC campaigns optimised?

Accepted Answer

PPC campaigns are monitored and optimised continuously to ensure consistent performance. This includes reviewing keyword data, adjusting bids, refining targeting and testing new ad variations. In the early stages, changes may be made frequently as data is collected and performance improves. Ongoing optimisation focuses on scaling successful areas while reducing wasted spend. This process ensures your campaigns remain competitive, efficient and aligned with your business goals.

Question 8

What is a good return on ad spend for PPC campaigns?

Accepted Answer

A good return on ad spend will depend on your industry, margins and business goals, but the focus should always be on profitability rather than just revenue. For some businesses, a lower return may still be highly profitable, while others require a higher return to maintain margins. We work with you to define clear targets based on your costs and objectives, then optimise campaigns to consistently meet or exceed those benchmarks.

Question 9

How do you reduce wasted spend in PPC campaigns?

Accepted Answer

Reducing wasted spend is a key part of improving PPC performance. This involves identifying and removing irrelevant search terms, refining keyword targeting and applying negative keywords to block low quality traffic. We also adjust bids, locations and audience targeting to ensure your budget is focused on users most likely to convert. By continuously analysing data and making targeted improvements, we minimise wasted spend and maximise return.

Question 10

What is the difference between Google Ads and paid social advertising?

Accepted Answer

Google Ads targets users who are actively searching for products or services, meaning they often have strong intent to take action. Paid social advertising, such as Facebook Ads, focuses on targeting users based on interests, behaviours and demographics, even if they are not actively searching. Both have their strengths, and when used together, they allow you to capture demand and build awareness across different stages of the customer journey.

Question 11

Can PPC campaigns be scaled as my business grows?

Accepted Answer

Yes, PPC campaigns are highly scalable when managed correctly. As performance improves and profitable areas are identified, budgets can be increased to generate more leads and sales. Scaling involves expanding keyword targeting, testing new audiences and increasing spend on high performing campaigns. With the right strategy in place, PPC can grow alongside your business while maintaining strong return on ad spend.

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