PPC For Small Businesses: Tips, Strategies, And Techniques For Higher ROI

Abisola Tanzako | Jan 31, 2024

PPC for small businesses is an essential modern marketing strategy for both service-based and e-commerce industries. It effectively positions your goods and services in front of your target audience, increases website traffic, and generates leads and sales.

However, managing a PPC campaign for small business owners can be challenging, especially with the increasing competition in the PPC world. Small businesses must use clever PPC tactics to receive the best return on investment (ROI) and stay ahead of the competition. We will share tips, strategies, and techniques for scaling your PPC and optimizing your ROI as a small business owner.

Tips, strategies, and techniques when using PPC for small businesses

PPC quick tips

Start small.

It’s important to start small with your campaigns unless you’re working with a PPC expert. Managing several ads and budgets can be confusing, and if you’re careful, you can save hundreds of dollars in a day or two.

We recommend running one Google Ads campaign at a time. When you have one campaign running, tracking your metrics is much easier. You can add more campaigns to the mix as you become more comfortable with PPC marketing.

Be specific.

Using broad keywords is one mistake inexperienced small businesses often need to avoid, thinking they would be able to reach more customers that way. This is not true! It is a waste of time and bad for ROIs.

When using PPC advertising, ensure your target keywords are as specific as possible. This will guarantee that the people who view your ads are genuinely searching for businesses similar to yours, and it will also allow you to save money.

Use strong language

Always use attention-grabbing words as your headline. Shabby headlines will yield a shabby return on investment, whereas persuasive, strong headlines will produce substantial results. If you are still determining if your title will grab readers’ interest, get the opinion of mentors, friends, family, or trusted coworkers. If you have trouble choosing between two headlines, run an A or B split test to see which works best.

Use location-specific keywords

Another effective way for small businesses to maximize PPC is by using geotargeting and relevant text to your area. For instance, you can use specific neighborhoods rather than merely stating the city in which you currently reside.

Have a clear call to action.

Your ads should always have a call to action (CTA). This CTA tells prospective clients what action you want them to take next. Whether your call to action is to “Buy Now,” “Call Today,” or “Get a Free Consultation,” make sure it stands out and is compelling.

Avoid stuffing your ads with too many CTAs, as this may confuse visitors. Remain focused on a single, explicit action you want them to take.

Examples of CTAs are:

  • Get 30% Off When You Buy Now!
  • “Download Free E-Book Right Now!”
  • “Schedule a Free Consultation Today!”

Top 4 PPC for small businesses strategies and techniques

Bid manually.

Don’t depend solely on the PMax campaign. PMax is a Google Ads bidding technique that helps you adjust your bids to obtain the highest conversion value while staying within your budget. The lack of control over the campaign is PMax’s primary disadvantage. Although PMax has its advantages, some campaigns have more effective approaches.

Manual bidding can sometimes yield better results, particularly if you want more precise control over your bids. When using manual bidding, you can set up bids at the level of a campaign, ad group, or keyword and modify them according to each keyword’s performance. Additionally, manual bidding lets you test various bidding tactics like target cost-per-acquisition (CPA) and return-on-ad-spend (ROAS). Here are some pointers.

  • Review your bidding strategy process regularly to evaluate how effective your strategies are
  • Try out various bidding techniques, such as ROAS, CPA, or enhanced CPC
  • Use automation to help you get the most out of your bidding strategies

Structure your campaign around product performance.

When it comes to PPC advertising, one of the major mistakes businesses make is not segmenting their campaigns by product category/brand, or structuring their campaigns based on the performance of their products and allocating the funds accordingly to maximize return on investment.

Doing this lets you concentrate your advertising budget on high-converting, high-earning products. Additionally, you can modify your bids and ad copy in response to each product segment’s performance.

  • Structure your campaigns according to the performance of your products: high, medium, and low performers.
  • Review your campaign structure frequently and make changes in response to the performance of your product. Determine the proper budget allocation based on ROI.
  • Target as narrowly as possible, then do an A or B test on medium and low-performing products.
  • Automation can also optimize your structure based on product performance.

Take advantage of remarketing

Remarketing is a potent PPC strategy that lets you target customers who have already connected with your brand or visited your website. It’s a valuable strategy for reaching out to prospective buyers who have expressed interest in your goods but have yet to make use. You may boost the likelihood of conversion by showing them customized ads that remind you of your brand or entice them to return.

Additionally, you can utilize marketing by displaying ads for the goods and services the user browses on your website. You can specify your objectives and create other kinds of remarketing lists, such as those for upsells and secondary or visited purchases. Try different audience list combinations and see which ones work best for your business.

  • Converted users
  • Gender Targeting
  • Users based on duration
  • Custom combinations like bounce rate, multiple page visits, etc

Optimize your website and create a tailored landing page.

The basis of your PPC strategy is your website. Optimizing the PPC campaign for optimal performance is only half the work. Ensure your website is optimized for conversions if you want to succeed.

This entails setting up a specific landing page for your PPC ads. A PPC-tailored landing page will boost conversion rates by giving users a clear, concise message pertinent to your ad and matching their search intent.

Make sure your PPC-specific landing page contains the following components:

  • A clear headline
  • A persuasive call to action
  • A form for gathering user data
  • An aesthetically pleasing and user-friendly design
  • Responsiveness on mobile devices

Optimizing your webpage and creating a PPC-tailored page can enhance your conversion rate and assist you in reaching your business goals.


With the right approach and dedication, Utilizing PPC advertising can be a powerful tool for expanding your business, driving website traffic, and increasing revenue. You can grow your campaigns and optimize return on investment using these advanced PPC tips and strategies.

To make sure your campaigns are operating at their peak efficiency, remember to monitor and optimize them constantly.

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