Category: PPC Strategy & Optimization

  • Retention Is the New Acquisition: Why PPC Pros Need to Think Beyond the Click

    Clicks and impressions are easy to get. True growth comes from retention, quality conversions, and delivering real value after the click. Here’s why PPC pros need to think beyond acquisition and focus on the full customer journey.

  • Why Responding to Google Reviews Impacts Both Organic and Paid Performance

    PPC and SEO are often treated like separate strategies — different metrics, different dashboards, different teams. But customers don’t experience your brand in silos. They see your ad, Google your name, read your reviews, and decide whether you feel trustworthy before they ever convert. I learned this firsthand after moving to a new state and…

  • The PPC Accountability Checklist: Questions Every Marketing Leader Should Be Asking

    Let me tell you something I’ve learned after years of managing PPC accounts, fixing messy builds, and walking into accounts that looked “fine” at first glance… Sometimes campaigns look great on the surface, but underneath? And the wild part? Most of these issues aren’t the result of bad intentions; they happen because no one’s asking…

  • Avoiding Bold Tests in PPC: When “Stable” Becomes Stagnant

    In PPC, stability feels good. Your campaigns are hitting goals, conversions are steady, and the account is “healthy.” It’s tempting to leave well enough alone. After all, why fix what isn’t broken? Stability can easily slip into stagnation, especially in an industry that changes as fast as PPC. Algorithms evolve, audiences shift, and new tools…

  • How to Figure Out Your Starting Budget for Paid Search

    Told Through a Thanksgiving Story Every Thanksgiving, there are two types of people:The ones who show up with a color-coded plan for the menu……and the ones who say, “Let’s just wing it,” then burn the rolls, under-season the turkey, and somehow forget the mashed potatoes entirely. Paid search budgets?Same energy. When you first launch a…

  • Why Your Equipment Company May Be Wasting Thousands on Paid Search (And How to Fix It)

    If you’re running paid search campaigns for your equipment company—Kubota, Bobcat, or any other heavy machinery brand—you know it’s not as simple as throwing money at Google or Bing and hoping for leads. Yet, too many equipment companies end up spending far more than they should, often with disappointing results. Here’s the hard truth: your…

  • The Boring Stuff in PPC? That’s Where the Magic Actually Happens

    We marketers love the shiny stuff — new betas, fresh features, and the thrill of testing what might work. But have you ever inherited an account so messy that it gave you secondhand stress?Let me paint a picture: Here’s the truth:The “boring stuff” is what makes good PPC actually work. The not-so-sexy best practices that…

  • The future of PPC is shifting — fast. Are you ready for it?

    Looking back at PPC, thinking about how far we’ve come is wild. We used to have four match types: exact, phrase, modified broad, and broad. Ad copy? Started with basic text ads, moved to expanded text ads, then responsive ads, and now — boom — PMax (because apparently, Google said, “You know what? Let’s just…

  • What’s a Lead in Digital Marketing?

    In the world of digital marketing—especially in PPC—a lead is anyone who shows interest in your business. This could be someone filling out a form, clicking on “Get a Quote,” calling your dealership, or even messaging you via chat. But not all leads are created equal, and how you manage each one can make or…