During an on-site visit with a new client, I asked how their latest PPC campaign was performing. They were thrilled with the results until I asked them if they had converted anyone. Turns out they were celebrating the wrong metrics (see below for why)!
Whether you’re new to PPC marketing or have been running campaigns for a while, the following three common sense checks can help you uncover the truth behind ad performance.
1. Confirm Your Target Locations
This one’s simple but critical. If your business services a specific area, your ads should target it.
When we reviewed our client’s campaign, we found that a significant portion of their clicks originated outside the country. That’s not only a waste of money but also a red flag, especially when your product or service is meant to be consumed in person.
In search marketing, location targeting ensures your budget goes toward real potential customers, not irrelevant traffic from regions you don’t serve. Have your advertising specialist provide evidence of this.
2. Review Your Traffic Sources and Keywords
Next, take a close look at your target keywords. Do they match what your ideal customers are searching for?
For our client, the campaign included several broad and irrelevant keywords that wasted ad spend. Worse yet, there was no negative keyword management in place to filter out unqualified searches. The result? A lot of wasted clicks and poor-quality traffic.
Effective PPC marketing isn’t just about getting traffic; it’s about getting the right traffic. So make sure your keyword list aligns with your audience’s intent and that you exclude terms that don’t convert.
3. Revisit Your Goals and Conversion Tracking
Finally, always verify that your campaign goals match your business objectives. Don’t rely solely on your campaign manager’s reports (because they often contain a lot of fluff like CPC, CPM, Impressions, and more). You must compare what’s being tracked to what actually matters: ROI.
For local PPC marketing, meaningful metrics often come from your Google Business Profile, not just Google Ads. Pay attention to advertising interactions like:
- Directions requests: This shows real local interest and engagement.
- Profile interactions: When users view your updates or explore your services, it signals that your message is resonating.
When we aligned the campaign data with these actual business goals, our client realized their ad spend wasn’t driving revenue. Their brick-and-mortar location wasn’t attracting the right traffic or generating interest in their products and services. Once they compared month-over-month performance, it was clear that their campaign needed a full strategy refresh.
Common Sense PPC Starts with Uplancer
If any of this sounds familiar, don’t worry. PPC marketing and search engine marketing can feel complicated, but with the right structure and oversight, you can make every dollar count.
If you’re unsure whether your ads are really performing, contact us for a free consultation. We’ll review your campaign setup, pinpoint what’s working (and what’s not), and help move your PPC needle in the right direction.
