10 PPC Best Practices You Can't Afford to Miss
Blogs | PPC
Written By: Nyah Mallen
10 PPC Best Practices You Can't Afford to Miss
Blogs | PPC
Written By: Nyah Mallen
Introduction
PPC marketing is moving at a rapid pace. With new tools, platforms, and features emerging constantly, it can feel like the rules are always changing. For small and medium-sized businesses, staying ahead of the curve — and driving meaningful results — can be a real challenge.
Adding to the complexity, ad costs are rising, consumer behaviours are shifting, and privacy regulations are tightening. Simply throwing money at ads without a strategy is no longer enough.
That’s why we’ve crafted this straightforward guide to the 10 PPC best practices you can’t afford to miss in 2025. From smarter keyword research to creating better ads, avoiding ad fatigue, and tracking performance — this guide will help you spend less time guessing and more time growing your business.
What is PPC Advertising?
Pay-Per-Click (PPC) advertising is a digital marketing strategy where you pay each time someone clicks on your ad. Unlike organic methods like SEO or social media, PPC allows you to buy targeted traffic to your website instantly.
You’ve probably noticed PPC ads at the top of Google search results, on YouTube, or within your social media feeds. Some of the most popular PPC platforms include:
- Google Ads
- Microsoft Advertising (Bing Ads)
- Meta Ads (Facebook & Instagram)
- TikTok Ads
With PPC, you can target users based on keywords, interests, demographics, location, and even time of day. It’s a flexible, measurable, and highly effective way to reach customers who are ready to take action.
Why is PPC Advertising Important?
For small and medium-sized businesses, PPC levels the playing field. Unlike traditional advertising, you don’t need a massive budget to achieve meaningful results. You can start small, target precisely, and scale what works.
Here’s why PPC matters:
- Instant Visibility – Appear at the top of search results within hours.
- Cost Control – Set daily or monthly budgets and ensure you never exceed your limit.
- Targeted Reach – Show ads exclusively to your ideal audience with precise targeting.
- Measurable ROI – Track exactly how much you’ve spent and the results you’ve achieved.
1. Set Clear, Measurable Goals
Every successful PPC campaign starts with clear, well-defined objectives. Whether your goal is to generate leads, increase sales, or boost brand visibility, you campaign goals will lay the foundation for everything that follows. They’ll guide the direction and tone of your ads, as well as inform your optimisation efforts.
To set a solid foundation for your PPC campaign, try using SMART goals (Specific, Measurable, Attainable, Relevant, and Timely). This approach ensures your goals are realistic and achievable within the timeframe of your campaign.
Example goals might include:
- Drive 500 website visits per month
- Achieve a cost-per-conversion under £20
- Increase online orders by 25% in Q2
2. Research Your Competitors
Just like setting clear goals, competitor research is crucial for building a strong foundation for your PPC campaigns. To create effective ads, you first need to understand the market and the quality of the ads already out there.
A thorough competitor analysis helps you identify who you’re up against, what they’re doing well, and even where they’re falling short.
Tools like SEMrush, Google’s Auction Insights, and Facebook Ad Library can offer valuable insights into keywords, bidding strategies, and ad creatives.
Use this data to:
- Identify keyword gaps
- Strengthen your value proposition
- Differentiate your messaging and visuals
3. Build a Strong Keyword Strategy
Keywords are the foundation of every PPC campaign. Without them, there’s no intent to target, and without intent targeting, your PPC efforts would be far less effective. When starting your keyword research, focus on high-intent, relevant terms that align with your customer’s buying journey.
Choosing the right keywords can make the difference between reaching your ideal audience and wasting your budget on the wrong people.
When researching keywords for your strategy, aim to use a mix of:
- Exact match keywords for precise control and direct targeting
- Phrase match keywords for broader relevance and capturing potential converters who may be on the verge of deciding
There are also broad match keywords which are used sparingly, but can be valuable for testing new queries or running general brand awareness campaigns.
Quick Tip – Localising keywords can lead to quick wins if your business serves specific regions.
4. Don't Forget Negative Keywords
Negative keywords are a powerful complement to standard keyword targeting. Instead of focusing on the keywords you want to rank for, you target the ones you don’t want your ads to appear for.
They help prevent your ads from showing up on irrelevant searches, saving you from wasting valuable ad spend on low-quality traffic.
For example, luxury brands may exclude terms like “cheap” or “free” to avoid attracting the wrong audience.
To improve your targeting, regularly review your search term reports and update your negative keyword list.
5. Write Compelling, Relevant Ad Copy
Strong ad copy is at the heart of every successful PPC campaign. Without it, even the best targeting won’t convert clicks into results. Your copy needs to speak to your audience’s needs, highlight clear benefits, and guide them confidently toward taking action.
Writing compelling ads can be the difference between a quick scroll-past and a high-converting click.
When writing your ad copy, focus on trying to include the following techniques:
- Include your main keyword in the headline to boost relevance
- Add social proof, such as “Rated 5 Stars by 1,000+ Customers”
- Use strong, clear calls to action like “Book Your Free Demo” or “Shop Now”
These small adjustments help build trust, increase click-through rates, and create a stronger connection with your ideal customer.
6. Improve Your Landing Page Experience
The user journey doesn’t end when someone clicks on your ad — in many ways, that’s only the beginning. Your landing page is where interest turns into action, so it’s crucial that it delivers on the promise made in your ad.
One of the most important rules for creating effective landing pages is ensuring they closely align with your ad copy. Consistency builds trust and keeps users focused on the next step.
A high-converting landing page will typically:
- Load quickly, especially on mobile devices
- Match the messaging and intent of your ad
- Include a clear and consistent call to action
- Be easy to navigate and visually cohesive
7. Make the Most of Ad Extensions
Beyond strong copy and consistent landing pages, ad extensions are another powerful way to boost your PPC performance. They improve visibility, provide users with more reasons to click, and can even contribute to a higher Quality Score — leading to better ad placements in the search results.
Ad extensions allow you to enhance your ads with extra information that adds value and encourages engagement. Common types include:
- Sitelinks – Direct users to additional relevant pages, such as related products or service categories
- Callouts – Highlight key selling points like “Free Shipping”, “24/7 Support”, or “14-Day Free Trial”
- Structured Snippets – Showcase specific offerings like product types, services, or features
- Call or Location Extensions – Make it easier for users to contact or visit your business with just one click.
8. A/B Test Your Ads Continuously
Don’t expect your first ad to be perfect — or even to perform well straight away. PPC is an ongoing, iterative process where continuous testing and learning are key to long-term success.
To find what truly resonates with your audience, test different ad elements such as copy, headlines, images, and videos. Even small tweaks can lead to noticeable performance improvements.
For effective A/B testing, make sure to:
- Test one variable at a time
- Compare results against reliable data
- Analyse the outcomes to identify the top-performing version
9. Regularly Refresh Ads to Avoid Ad Fatigue
This is one of the most commonly overlooked parts of running paid ads — especially when there are so many other metrics to keep an eye on. But if left unchecked, ad fatigue can quietly limit your campaign’s performance.
When your audience sees the same ad repeatedly, engagement tends to drop. The message becomes stale, and users start tuning it out. That’s why regularly refreshing your ad creatives is essential for keeping your campaigns effective and your audience interested.
To keep things fresh, consider:
- Rotating ad copy every few weeks
- Aligning your messaging with seasonal promotions or limited-time offers
- Using dynamic keyword insertion to introduce variety without creating entirely new ads
10. Monitor, Record & Adapt
PPC isn’t a “set it and forget it” strategy. To get the best results, you need to consistently monitor performance and use real data to guide your next move.
Analytical tools are essential for identifying what’s working — and what’s not. By tracking key metrics, you can make informed decisions and continuously improve your campaigns.
Focus on these core metrics:
- Click-Through Rate (CTR) – Is your ad capturing attention and driving clicks?
- Conversion Rate – Are users taking the desired action after clicking?
- Cost-per-Click (CPC) – How much are you paying for each visitor?
- Return on Ad Spend (ROAS) – Are your ads delivering a profitable return?
Conclusion
Success with PPC doesn’t come from guesswork — it comes from having a clear strategy, ongoing testing, and continuous refinement. These 10 best practices are designed to help small and medium-sized businesses build campaigns that convert more effectively, use budget wisely, and drive sustainable growth.
Whether you’re just getting started or looking to improve your existing ads, these tips offer a strong foundation to build on.
Need an extra hand optimising your campaigns? Get in touch with our team! At Midland Marketing, we’re here to help you boost performance and achieve a better return on your investment.
Written by - Nyah Mallen
Meet Nyah – A Digital Marketer Who Lives and Breathes SEO!
With a Bachelor’s in Digital Marketing, Nyah brings a ton of expertise across different sectors, helping businesses grow online. She’s all about SEO, making sure content gets seen by the right people.
Outside of work, she’s a proud cat person and a big fan of Dungeons & Dragons—whether she’s strategising campaigns or epic quests, she’s always got a plan!
Want some more?
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