1. Set Clear Goals for Your Campaign

Before launching your PPC campaign, identify what you want to achieve. Clear goals help you choose your keywords, ad format, and landing page style.

Common Pay Per Click goals include:

• Increasing website traffic
  
• Generating leads
  
• Boosting product sales
  
• Promoting services or offers
• Increasing brand visibility

2. Research and Select the Right Keywords

Keyword selection is the foundation of every Pay Per Click campaign. You need to target the words your potential customers are searching for.

Steps for keyword research:

• Use tools like Google Keyword Planner, SEMrush, or Ubersuggest
  
• Look for keywords with high intent (e.g., “buy,” “hire,” “best”)
  
• Focus on long-tail keywords to reduce costs
  
• Avoid overly competitive, high-cost keywords

3. Organize Your Campaign Into Ad Groups

A well-structured Pay Per Click campaign includes:

• Campaign →
  
• Ad groups →
  
• Ads →
  
• Keywords

Organize keywords by themes so your ads stay relevant. For example:
Campaign: Digital Marketing Services
→ Ad Group 1: SEO Services
→ Ad Group 2: PPC Services
→ Ad Group 3: Social Media Marketing

4. Write Compelling Ad Copy

Your ad copy should grab attention and persuade users to click. Strong PPC ads include:

• A clear headline
  
• A relevant keyword
  
• A value-based description
  

A strong call to action (CTA)
Examples of CTAs:

• “Get a Free Quote”
  
• “Order Now”
  
• “Sign Up Today”

5. Create an Effective Landing Page

A PPC ad is only effective if it leads to a landing page that converts. A successful landing page includes:

• A clear headline
• Short, persuasive content
• High-quality visuals
• Trust signals (testimonials, ratings)
• A simple form or purchase button

6. Set Your Budget and Bidding Strategy

You can choose between several bidding strategies, such as:

• Maximize Clicks
  
• Target CPA (Cost Per Acquisition)
  
• Target ROAS
  
• Manual CPC

7. Track, Test, and Optimize Your Campaign

PPC is not “set it and forget it.” Analyses metrics such as:

• Click-through rate (CTR)
  
• Conversion rate
  
• Cost per click (CPC)
  
• Quality Score
  
• Return on ad spend (ROAS)

References

• Google Ads – PPC Campaign Setup Guide
  Comprehensive setup checklist and tips from Google Ads official resources:
  https://ads.google.com/intl/ALL_in/home/resources/articles/how-to-setup-google-ads-a-checklist/ Google Business

• HubSpot – Beginner’s Guide to PPC Advertising
  HubSpot offers foundational guidance on PPC marketing basics, including keyword research and strategy:
  https://blog.hubspot.com/marketing/ppc (HubSpot PPC beginner’s guide) HubSpot Blog

• WordStream – PPC Optimization Checklist
  WordStream’s PPC University and free resources help you optimize and improve your PPC campaigns:
  https://www.wordstream.com/ (WordStream PPC guides & optimization resources) LOCALiQ

• SEMrush – Keyword Research Guide
  SEMrush provides detailed guides on PPC keyword research and structuring ad groups:
  https://www.semrush.com/blog/ppc-keyword-research/ semrush.com