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Ultimate Guide | PPC Campaign Management

Stop Wasting Ad Spend! Our PPC Management guide teaches you to run high-performing PPC campaigns & skyrocket your ROI in UK. Learn it all!

Pay Per Click advertising is a powerful digital marketing strategy that allows businesses to display ads on search engines and other online platforms, paying only when users click on their ads. In the UK, PPC has become an essential tool for businesses of all sizes to drive targeted traffic, increase brand awareness, and boost conversions.

Why PPC Matters for UK Businesses

  • Immediate Results: Unlike search engine optimisation, PPC can drive instant traffic to your website.
  • Targeted Reach: Connect with users actively searching for your products or services.
  • Measurable ROI: Track and analyse performance metrics to optimise your campaigns.
  • Budget Control: Set your own budget and adjust spending based on performance.
  • Flexibility: Quickly adapt to market changes and consumer behaviour.

Ultimate Guide | PPC Campaign Management

How To Set Up Your PPC Campaign

How To Set Up Your PPC Campaign
Credit: Google Ads

Creating a successful PPC campaign requires careful planning and execution. Follow this step-by-step guide to get started:

PPC Campaign Setup Checklist
  • Create a Google Ads account
  • Define campaign goals and budget
  • Conduct thorough PPC keyword research
  • Create compelling ad copy
  • Set up ad groups and campaigns
  • Design effective landing pages
  • Implement conversion tracking
  • Set up billing information
Step 1: Create Your Google Ads Account
Create Your Google Ads Account
  • Visit the Google Ads website and click “Start Now“.
  • Follow the prompts to set up your account, providing business and billing details.
  • Choose your campaign type (e.g., Search, Display, or Shopping).

PPC campaigns are great, but for targeted local dominance, consider Google Local Service Ads (LSAs). LSAs connect you with high-intent, local leads actively searching for your services. Combine PPC with LSAs for a powerful one-two punch to maximise local visibility and conversions!

Step 2: Define Campaign Goals and Budget
Define Campaign Goals and Budget
  • Set clear, measurable objectives (e.g., increase website traffic by 50% in 3 months).
  • Determine your daily and monthly budget based on your overall marketing spend.

PPC ads grab attention, but rich snippets can turn clicks into conversions. Rich snippets provide extra info like ratings and reviews directly in search results. Learn what are rich snippets and see how to optimise your landing page to leverage their power.

Step 3: Conduct Keyword Research
Conduct Keyword Research
  • Use tools like Google Keyword Planner, SEMrush, or Ahrefs to find relevant keywords.
  • Focus on a mix of short-tail and long-tail keywords.
  • Analyse search volume, competition, and estimated cost-per-click (CPC).
Step 4: Create Compelling Ad Copy
  • Write attention-grabbing headlines that include your main keyword.
  • Highlight unique selling points (USPs) and benefits in the description.
  • Use a clear call-to-action (CTA) to encourage clicks.
  • Ensure ad copy aligns with your landing page content.

PPC campaigns are powerful, but truly successful ones target users based on their search intent. Learn What is search intent marketing to craft compelling ad copy that resonates with users at every stage of their buying journey – from problem-aware to purchase-ready. The result? Higher click-through rates, more conversions, and a maximised return on your ad spend!

Step 5: Set Up Ad Groups and Campaigns
Set Up Ad Groups and Campaigns
  • Organise keywords into tightly themed ad groups (10-20 keywords per group).
  • Create separate campaigns for different products, services, or locations.
  • Set up location targeting, language preferences, and device targeting.
Step 6: Design Effective Landing Pages
  • Ensure landing page content matches your ad copy.
  • Use clear headings, subheadings, and bullet points to guide visitors.
  • Include a prominent CTA that aligns with your campaign goals.
  • Optimise page load speed for better user experience and Quality Score.

Ensure your landing pages are mobile first web design for a seamless user experience across all devices. Mobile users convert too, so watch your clicks turn into conversions with a mobile-optimised website!

Step 7: Implement Conversion Tracking
  • Set up Google Ads conversion tracking or link your Google Analytics account.
  • Define conversion actions (e.g., purchases, form submissions, phone calls).
  • Install tracking code on your website or use Google Tag Manager.

Advanced PPC Techniques

Once you’ve mastered the basics, implement these advanced strategies to take your PPC campaigns to the next level:

Audience Targeting and Segmentation
  • Demographic Targeting: Tailor ads based on age, gender, household income, or parental status.
  • Geographic Targeting: Focus on specific UK locations or regions.
  • Behavioural Targeting: Reach users based on past online behaviour and interests.
  • Remarketing: Show ads to people who have previously interacted with your website or brand.

PPC gets you noticed, but featured snippets put you at the top of search results – for free! Learn what are featured snippets and discover how to optimise your ad campaigns and landing pages

Ad Extensions

Enhance your ads with additional information:

  • Sitelink Extensions: Add links to specific pages on your website.
  • Callout Extensions: Highlight key features or benefits.
  • Call Extensions: Display your phone number for easy contact.
  • Location Extensions: Show your business address and a map.
  • Price Extensions: Showcase product or service prices directly in the ad.
Automated Bidding Strategies

Leverage Google’s machine learning capabilities:

  • Target CPA: Set a target cost per acquisition for lead generation.
  • Target ROAS: Specify a target return on ad spend for e-commerce.
  • Maximise Conversions: Optimise for the most conversions within your budget.
  • Enhanced CPC: Automatically adjust manual bids to maximise conversions.
A/B Testing

Continuously test different elements to improve performance:

  • Ad Copy: Test headlines, descriptions, and CTAs.
  • Landing Pages: Experiment with layout, images, and content.
  • Ad Formats: Compare responsive search ads vs. expanded text ads.
  • Bidding Strategies: Evaluate the performance of different strategies.

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Emerging Trends in PPC

Stay ahead of the curve with these cutting-edge techniques:

  1. AI-Powered Optimisation
    • Use machine learning algorithms to predict performance and adjust bids in real-time.
    • Example: Albert.ai helped a UK retailer increase ROAS by 230% by automatically optimising ad placements and bids across multiple channels.
  2. Voice Search Optimisation
    • Incorporate natural language and question-based keywords.
    • Create content that answers specific voice search queries.
    • Example: A UK-based home services company saw a 15% increase in leads by optimising for voice search queries like “plumber near me open now”.
  3. Video Ads
    • Leverage YouTube and Google Video campaigns to reach a broader audience.
    • Create short, engaging video content optimised for mobile viewing.
    • Example: A UK fashion brand increased brand awareness by 40% using skippable in-stream video ads on YouTube.
  4. Visual Search
    • Optimise product images for Google Lens and Pinterest visual search.
    • Use high-quality, detailed images in your product listings.
    • Example: A UK furniture retailer saw a 25% increase in click-through rates by optimising product images for visual search.

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Monitoring and Optimising Your PPC Campaigns

Regular monitoring and optimisation are crucial for maintaining successful PPC campaigns. Follow this checklist to ensure you’re staying on top of your campaign performance:

PPC Optimisation Checklist
  • Review key performance metrics weekly
  • Analyse search terms report and update keywords
  • Adjust bids based on performance data
  • Refine ad copy and test new variations
  • Optimise landing pages for better conversion rates
  • Monitor and adjust budget allocation
  • Review and update audience targeting
  • Check for and address any disapproved ads
  • Analyse competitor activity and adjust strategy if needed
  • Stay informed about industry trends and platform updates

Key Performance Metrics to Track
  1. Click-Through Rate (CTR): Aim for a CTR of 2% or higher for search campaigns.
  2. Conversion Rate: Monitor how many clicks result in desired actions on your website.
  3. Cost Per Conversion: Ensure this aligns with your business goals and profitability targets.
  4. Quality Score: Work on improving your Quality Score to lower costs and improve ad position.
  5. Return on Ad Spend (ROAS): Measure the revenue generated compared to your ad spend.
  6. Impression Share: Understand how often your ads are shown compared to total available impressions.

While PPC drives traffic, strong Local SEO for UK businesses is essential for long-term success. Attract local customers searching for your services with targeted SEO strategies.

PPC Campaign Optimisation Strategies
  1. Keyword Refinement
    • Regularly review your search terms report to identify new keywords and negative keywords.
    • Use broad match modifier and phrase match to capture relevant long-tail keywords.
  2. Ad Copy Optimisation
    • Update your ads based on performance data and A/B test results.
    • Use dynamic keyword insertion to make ads more relevant to searchers.
  3. Bid Adjustments
    • Adjust bids based on device, location, time of day, or audience segments.
    • Implement bid modifiers for high-performing demographics or locations.
  4. Budget Pacing
    • Monitor daily and monthly spend to ensure your budget is allocated effectively.
    • Consider using shared budgets for campaigns with similar goals.
  5. Landing Page Optimisation
    • Continuously improve your landing pages to increase conversion rates.
    • Ensure landing pages are mobile-friendly and load quickly.
  6. Audience Refinement
    • Analyse audience performance and adjust targeting as needed.
    • Create custom audiences based on website visitors or customer lists.

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Case Studies: Successful PPC Campaigns

Let’s examine diverse case studies from various industries to inspire your PPC strategies:

Case Study 1: E-commerce Retailer

A UK-based online fashion retailer wanted to increase sales during the holiday season.

Strategies Implemented:

  • Created separate campaigns for different product categories (e.g., dresses, shoes, accessories).
  • Used countdown ads to create urgency for limited-time offers.
  • Implemented remarketing campaigns to target previous website visitors.
  • Utilised shopping ads to showcase products directly in search results.


  • 150% increase in conversion rate
  • 200% increase in ROAS
  • 75% reduction in cost per conversion
Case Study 2: B2B Software Company

A B2B software company in London aimed to generate more qualified leads for their sales team.

Strategies Implemented:

  • Focused on long-tail keywords related to specific pain points their software solves.
  • Created in-depth whitepapers and case studies as lead magnets.
  • Used LinkedIn Ads to target specific job titles and industries.
  • Implemented lead form extensions to capture leads directly from the SERP.


  • 80% increase in lead quality
  • 50% reduction in cost per lead
  • 25% increase in overall conversion rate
Case Study 3: Healthcare Provider

A private healthcare clinic in Manchester wanted to increase bookings for health screenings.

Strategies Implemented:

  • Created location-specific campaigns targeting areas within a 20-mile radius of the clinic.
  • Used ad scheduling to show ads during peak search times for health-related queries.
  • Implemented call extensions and call-only ads to encourage direct phone inquiries.
  • Developed a mobile-first landing page optimised for quick appointment booking.


  • 95% increase in phone call inquiries
  • 60% increase in online appointment bookings
  • 30% reduction in cost per acquisition
Case Study 4: Financial Services

A UK-based mortgage broker wanted to attract more first-time homebuyers.

Strategies Implemented:

  • Created informational content targeting common questions from first-time buyers.
  • Used YouTube TrueView ads to showcase educational videos about the mortgage process.
  • Implemented remarketing lists for search ads (RLSA) to target users who had viewed educational content.
  • Utilised IF functions in ad copy to display personalised messaging based on user device or audience.


  • 120% increase in qualified leads
  • 40% improvement in conversion rate from video ad viewers
  • 25% decrease in overall cost per acquisition

Essential Tools and Resources for PPC Campaign Management

To streamline your PPC management efforts, consider using these ppc management tools and resources:

  • Google Ads Editor: A free, downloadable application for managing large Google Ads accounts.
  • Google Analytics: Essential for tracking website performance and user behaviour.
  • Google Tag Manager: Simplifies the process of adding and updating tags on your website.
  • SEMrush: Offers competitive analysis, keyword research, and PPC planning tools.
  • Optmyzr: Provides automated optimisation suggestions and reporting features.
  • Unbounce: A landing page builder to create and test high-converting pages.
  • Canva: Design tool for creating eye-catching ad images and banners.
  • SpyFu: Analyse competitors’ PPC strategies and find profitable keywords.
  • WordStream: Offers a suite of tools for PPC management and optimisation.
  • Adalysis: AI-powered PPC analysis and optimisation platform.
  • Supermetrics: Data aggregation tool for creating comprehensive PPC reports.
  • Hotjar: Heat Mapping and user behaviour analysis tool for landing page optimisation.

How can we help you?

Ready to take your PPC campaigns to the next level? UTDS Optimal Choice, a leading PPC and SEO agency, is here to help. Our team of experts specialises in creating tailored PPC strategies that drive results for businesses across various industries. From campaign setup and management to advanced optimisation techniques, we handle every aspect of your PPC efforts.

We pride ourselves on staying ahead of the curve, implementing cutting-edge PPC trends and technologies to give your business a competitive edge. With our transparent reporting and data-driven approach, you’ll always know exactly how your campaigns are performing. Whether you’re new to PPC or looking to improve existing campaigns, UTDS Optimal Choice can help you achieve your digital marketing goals. Contact us today for a free consultation and discover how we can transform your PPC performance.

Frequently Asked Questions

Your PPC budget depends on various factors, including your industry, competition, and business goals. Start with a modest budget (e.g., £500-£1000 per month) and adjust based on performance. Many businesses allocate 5-10% of their revenue to marketing, with a portion dedicated to PPC.

You can start seeing results from PPC campaigns almost immediately in terms of impressions and clicks. However, it typically takes 3-6 months to optimise campaigns fully and achieve stable, long-term results.

A good CTR varies by industry, but generally, a CTR of 2-5% for search ads and 0.5-1% for display ads is considered good. However, focus on improving your CTR over time rather than comparing to industry averages.

To improve your Quality Score:

  • Ensure your keywords, ad copy, and landing pages are closely aligned.
  • Create tightly themed ad groups with relevant keywords.
  • Improve your landing page experience and load times.
  • Use ad extensions to provide more information to users.
  • Continuously test and refine your ads and landing pages

It’s best to use a mix of match types. Start with phrase and exact match keywords for more control, then gradually introduce broad match modifier keywords as you gather data. Use broad match cautiously and with negative keywords to prevent irrelevant clicks.

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