How to Create a High-Converting Pay Per Click Campaign

PPC is a paid advertising model wherein marketers pay for the ads that are placed on search engine result pages (SERPs), every time they are clicked by a user. Google is the most trusted publisher for advertisers. Marketers have given Google Ads 4 or 5 on the trust index.

What is PPC and is it worth?

The main goal of PPC is to drive a user to the marketer’s website or app and make them perform a valuable action.

There are several marketing options for businesses but still, Pay Per Click (PPC) is a popular way of attracting targeted customers to your website. PPC can increase your brand awareness by 80%. However, you need to strategically craft your PPC campaign to drive more clicks and conversions. Check out this blog to know how to create a high-converting PPC campaign.

According to the State of Digital Advertising 2019 report by Marin Software, paid search accounts for 39% of advertisers’ total budget. This means PPC is still the dominant advertising medium for marketers. But why? Because PPC helps to bring qualified visitors to your channel and increase the chances of conversion rate.

(Image source: Sherpa)

PPC advertising is an incredibly effective way to drive new customers and increase brand awareness. Marketers report that PPC helps them to earn $2 in revenue for every $1 spend on PPC ads.

How to Create a High-Converting PPC Campaign

There are a number of factors that go into making a PPC campaign successful, including your industry, competition, your services or products, landing page design, ad copy, customer behavior, and much more. As a reliable Pay Per Click campaign management company, Source Soft Solutions knows what goes into making a PPC ad successful for any business. We will tell you the six most important factors that are required for creating a high converting PPC campaign. So let’s dive in!


1. Customer Research

Start with researching about your customers. What device they use the most, what kind of terms they are searching for on Google, and how to evoke emotions in them.

A survey conducted by Buffer revealed that ads with emotional triggers performed twice than the ones with rational content. Emotions such as joy, surprise, happiness, amusement, hope, affection, excitement, delight, interest, etc. help your brand to connect with the customers when they are planning to purchase products or services like yours.

Doing customer research can help you decipher the PPC budget and select the right keywords.

2. Keyword Research

Don’t just pick keywords randomly. You need to organize them and make a list of branded keywords, product/service-based keywords, high-intent keywords, feature-specific keywords, and negative keywords (keywords that you don’t want Google to show your ads for).

Before you dive into using keyword research tools, learn from the ad copies of your competitors. See what type of keywords they are bidding for, what is their ad position, what’s their ad spend, etc.

Use Google’s Keyword Planner to find the most relevant keywords for your products or services, plus you can see the bid price for each keyword.

Divide your keyword into four match types as this helps to get a good quality score and higher position in the ad display list.

  • Broad Match Keywords: For example – formal shoes, casual shoes, running shoes, etc.
  • Modified Broad Match Keywords: For example – Simply add + sign in front of your broad keywords
  • Phrase Match Keywords (They appear when users search for the keyword phrase in the correct order. For example – “Nike Running Shoes,” “ Nike Running Shoes for men” etc.
  • Exact Match keywords: For example – Just put a bracket around your keyword, [formal shoes]

3. Determine Your Budget

When you finish researching the potential keywords for your PPC campaigns, it’s time to determine your budget.

According to WordStream, the average cost per click in PPC across all industries is $2.32 on a search network like Google.

Here is how you can calculate the cost per click for any ad campaign:

Check out the following Google AdWords Industry Benchmarks by WordStream to know what is the CPC in your industry.

Now to determine your PPC budget, answer the following questions:

  • Are the keywords you finalized searched by your target customers?
  • Will these customers click on the ad or directly use your website for making a purchase?
  • What is the maximum amount you can spend on an ad?

Once you initiate the ad campaign, check your conversion rate. Tweak your strategies and again determine the money you are spending on ad campaigns.

Max CPC  Formula

Max CPC = (profit per customer) * (1 – profit margin) * (website conversion rate)


4. Design an Engaging Landing Page

When businesses use generic pages like Home Page as their PPC landing page, users often find it difficult to search the exact things. Users don’t convert well and this signals Google that their landing page experience was not good. It could lead to an increase in your cost per click. Therefore, designing a highly relevant landing page is critical to the success of your PPC campaign.

An analysis of 455 PPC landing pages found that dedicated pages convert 65% more than web pages. How a standalone landing page can help you? It can help you achieve a higher quality score, reduce cost per click, cost per acquisition, and increase conversions.

How to create the best performing landing page? Follow these 5 guidelines:

  • Contextual, high-quality images
  • Strong headline and sub-headline
  • Focused call to action buttons and texts
  • Quality content with clearly written features
  • Testimonials or social proof

5. Write Quality Ad Copy

Your PPC ad copy is far more important than you can imagine. There is a thin line between a successful PPC campaign and wasted PPC budget. That thin line is your ad content. Writing an effective copy is not just beneficial for attracting new customers and compel them to click on your ad but it also helps to increase quality score, lower bid costs, and get higher ROI.

There are three important elements of an effective ad copy:

  • Keyword: Your keyword must appear in the ad copy but must be appealing to the user so that it gets clicked
  • Benefits: State in a creative way, why your product or service is different from others and how it will benefit customers
  • Call to Action: There are standard CTAs but you can throw in little emotions we stated above to make your ad copy even more appealing

So what’s the formula to a better ad copy? It does not exist. You have to hire Pay Per Click campaign management company to help you write compelling ads with different emotions, CTAs, benefits and intelligent use of keywords.

6. Test! Test! Test!

PPC campaign isn’t ‘create once, will work forever’ strategy. It requires A/B testing every time you create a new ad group, change text, call to action, add new landing page, or change anything. Test each element of your campaign and keep on testing. Guesswork can eat up your budget. So, make sure your PPC campaign is based on proven methods and A/B testing rather than guesses.

Launch your ad campaign and let real data flow in. You may have to change keywords, ad content, landing page design, etc. Try Google’s new YouTube live display streams in your ad, use AI in PPC ads, or use 3D swirl ads. You must be ready to adapt to these changes and tweak your campaign.

Analyze your results, tweak and test each element, and repeat it!


The main focus of any PPC campaign is to get clicks from your target audience and increase conversions. Whether you own a B2B business, B2C company, eCommerce store, or large enterprise, PPC has proved to be a reliable advertising channel for every business, in any industry.

Source Soft Solutions is a leading Pay Per Click campaign management company. We offer PPC marketing services for businesses, big or small. If you are interested in learning how we work with you in creating and managing PPC campaign, reach out to us now!

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