PPC News, Tips & Guides for Business

We have been managing PPC campaigns and publishing PPC news, tips and guides since Google AdWords first launched. Our paid search advice for business draws on experience managing budgets ranging from hundreds to tens of thousands per month across competitive sectors.

Our PPC guides cover Google Ads campaign structure, bidding strategies, Quality Score optimisation, ad copywriting, landing page design, Performance Max campaigns, remarketing, budget management and measuring return on ad spend. We also publish PPC news covering platform updates and industry changes.

Quality Score is Google's rating (1-10) of the relevance and quality of your keywords, ads and landing pages. Higher scores mean lower costs per click and better ad positions. Improving ad relevance, click-through rates and landing page experience all contribute.

For smaller budgets and simpler campaigns, in-house management can work with proper training. For larger budgets or competitive sectors, specialist management typically delivers better returns by avoiding common mistakes that waste spend.

Track conversions, not just clicks. Measure cost per acquisition, return on ad spend and conversion rates. If you are generating leads or sales at an acceptable cost, your campaign is working.

PPC provides immediate, paid visibility that stops when you stop paying. SEO builds organic visibility over time and continues delivering traffic without ongoing ad spend. Most businesses benefit from both.

Not using negative keywords (wasting budget on irrelevant searches), sending traffic to a generic homepage instead of a landing page, ignoring Quality Score, failing to track conversions and blindly accepting platform recommendations.