Pay Per Click

Drive Results, Pay for Success!

Pay-per-click (PPC) is like putting your product on the world’s busiest street—except you only pay when someone actually stops to take a look! In a PPC campaign, we create ads that pop up on search engines and other websites, just waiting for someone to click. These ads target specific keywords related to what you offer. So, when someone searches for those keywords, your ad is like the ‘Hello!’ at the top or bottom of the search results page.

PPC is fantastic because it lets you speak directly to the right audience, track how your ads are doing, and tweak your campaigns for maximum impact and efficiency. But beware—PPC is a bit of a rollercoaster! It needs constant care and optimization to make sure it stays effective and doesn’t just eat your budget.

So, let’s keep it funny—er, functional !

Download the Google Ads Checklist

Google ads, why use it ?

Google Ads is like having a superpower for your business—it lets you find and connect with tons of potential customers who are already looking for what you offer. You can get super specific with who sees your ads—whether it’s based on what they’re searching for, their location, or their interests. This means you’re more likely to turn those clicks into sales! Plus, you’re in control of your budget, so you can make sure every dollar counts. And the best part? You can see how your ads are performing in real-time and make adjustments to get even better results. So, if you want to get your business in front of new customers and watch your sales grow, Google Ads is the way to go !

Types of ads on Google

Search

The most common type of PPC advertising is keyword-based. You bid on keywords that are relevant to your product or service, and then your ad shows up at the top or bottom of search engine results pages whenever someone searches for those terms. It’s like having your sign pop up right when someone is looking for exactly what you offer—pretty neat, right?

Shopping

It allows businesses to promote their products on search engines and other websites. These ads often include product images, prices, and other details, making them super effective for e-commerce businesses. It’s like having a mini storefront right where customers are already looking!

Display

Creating visual ads that appear on websites—like banners or pop-ups—is a powerful way to reach specific audiences. These ads can be tailored to show up for people based on their demographics, interests, and even their browsing behavior. It’s like having a personalized message that follows someone around the web, reminding them of your awesome product!

Video

Video ads that show up before, during, or after videos on YouTube and other video-sharing sites are a great way to capture attention. They’re like a little commercial that pops up right where your audience is watching—so you can engage them when they’re most receptive!

App

Ads that promote mobile apps are shown in other apps or on mobile devices. They’re like tiny billboards that pop up right where users are scrolling—helping you reach people when they’re most likely to discover and download your app!

Local

Ads targeted to users based on their location are perfect for local businesses or services. They’re like having a neon sign that lights up only when someone is nearby, making it easier for people to find exactly what they need right in their area!

Discovery

Using scalable, intent-targeted machine learning, advertisers can include a variety of images, headlines, descriptive copy, a logo, and a business name. Google takes all these elements and uses them to create and iterate ads across different advertising surfaces—like Discover feeds, YouTube’s homepage and Watch Next feed, and Gmail’s Promotions and Social tabs. It’s like your ad is on a world tour, popping up just when someone is most likely to be interested!

Performance max

The future of Google’s ads offering is all about automation. It combines your advertising intent with the power of AI to optimize your ads across all Google channels. Just drop all your assets—images, headlines, logos, and more—into the campaign, and Google takes care of the rest. It decides the best time, asset, and channel to promote your products, so you can sit back and let the technology do the heavy lifting!

Demand Gen

Find and convert customers using relevant visual creatives. The best performing assets are integrated across YouTube, Shorts, Discover, and Gmail, allowing you to reach specific audiences, target similar ones, and even remarket to existing ones. It’s a powerful way to engage your audience and make sure your message is everywhere they are!

The different bidding strategies

Choosing the right bidding strategy for your Google Ads campaigns can feel a bit like playing a high-stakes game of Goldilocks—you need it just right. Set your bid targets too high, and you risk burning through your budget without getting results. Set them too low, and you might miss out on conversions altogether. It’s a balancing act because choosing the wrong target ROAS or Target CPA can be like throwing darts blindfolded—sometimes you’ll hit a bullseye, sometimes not so much. There are several different bidding strategies out there, so finding the one that’s just right for your campaign can make all the difference between a roaring success and a missed opportunity.

Target impression share

This strategy helps you achieve specific visibility goals, like showing up in 90% or 80% of potential impressions. You can even refine your objectives further—whether it’s aiming for the absolute top position (spot #1) or simply appearing at the top of the page among the top results.Why use it? Brand awareness. This strategy shines when your goal is to boost your product or service’s visibility and recognition. It also works as a litmus test for market fit: if your ads consistently rank at the top but fail to convert, it might indicate that your product or offer needs fine-tuning. In short, it’s a great option for learning and evolving your campaigns.

Maximize clicks

If website traffic is your top priority, this strategy is your best bet. Google automatically adjusts bids to drive as many clicks as possible within your budget. It’s ideal for those looking to increase traffic without manually managing bid amounts for every ad or keyword.

When should you use it? After achieving initial brand recognition (typically one to two months of running impression-share-focused campaigns), this strategy can help you ramp up visits to your site.

Maximize conversions

This strategy focuses on getting the most conversions (like purchases, sign-ups, or downloads) within your budget. Google analyzes multiple factors—such as time of day, user location, and device—and adjusts bids in real-time to capitalize on high-conversion opportunities.

Who benefits most? Advertisers focused on driving tangible results like sales. For product-based websites, this strategy works well about a month after using "Maximize Clicks," once enough data has been collected to make informed adjustments.

Maximize conversion Value

Here, the focus shifts from the number of conversions to the value of those conversions. Google optimizes your bids to maximize the revenue or value generated within your budget. By setting a Target ROAS, you can guide Google to deliver the best possible return on your investment.This strategy is ideal for campaigns where the monetary value of conversions varies significantly. For example, if one sale is worth €50 and another €500, this approach helps you prioritize the higher-value opportunities.