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Pay-Per-Click (PPC) FAQs

mallorywhitfield   Written by mallorywhitfield    Last updated on

Questions about Pay-Per-Click (PPC)? Here are the answers to some of the most common questions we get asked about Google Ads and PPC:

What is PPC?

PPC = Pay Per Click Marketing. It means you only pay when somebody clicks on your ad.

Unlike traditional advertising (like print ads or billboards), PPC lets you control how much you spend, who sees your ads, and what kind of results you get. With Google Ads, you bid for keywords that potential clients might search for—meaning you’re showing up exactly when someone is actively looking for what you offer.

PPC is most synonymous with Google Ads. The top 3-4 ads on the Google search results page is what’s most commonly associated with PPC and Google Ads.

What is the turnaround time? When should I start seeing leads from PPC?

You can start getting leads the same day you launch a PPC campaign! Typically it takes about 3-10 days.

How long should I typically run PPC?

We don’t recommend investing in a Google Ads PPC campaign unless you are willing to run it for at least 3 months. Running it for at least 6-12 months is ideal.

How much does PPC cost on average?

It depends on the market location and how your campaign is setup. Typical costs range from $100-$500 per lead depending on the area. Usually (not always) the higher the home prices in the area, the more expensive the leads will be.

Is there a recommended population size for PPC to get good results?

We generally find that any area with a population less than 100,000 may not have enough volume to be worth launching a PPC campaign.

How many areas should I target at once?

You can target as many areas as you want at once. Just keep in mind that your ad copy and landing page should reflect the areas you are targeting.

Is it best to pair PPC with SEO? Should I do PPC while working on my SEO?

Yes, SEO and evergreen marketing is a long game. In larger, competitive cities it can take up to a year to rank with SEO for main key phrases. We suggest a mix of both PPC and SEO, because PPC advertising will bring traffic to your site right away which can also help with ranking. A holistic marketing strategy typically includes SEO and PPC advertising, in addition to other marketing channels.

Is PPC good for my site? Will it increase my SEO rankings at all? Or does it just help funnel leads?

PPC is good in the sense it drives traffic and leads to your site. It can increase brand awareness of your company. When visitors to your website spend time on your site and take actions (like filling out a form), that can send good user experience signals to Google, which can help with some aspects of SEO.

But PPC doesn’t have a significant direct impact on SEO. We don’t recommend running paid ads just to try and boost SEO. Rather than choosing between PPC and SEO, consider using both as part of a holistic marketing strategy for your business.

Should landing pages for PPC be generic or location specific?

Your conversions will be higher (and your ad costs will often be lower) if you have localization on your landing page. When driving paid ad traffic to a landing page, you’ll want to make sure that the messaging on the landing page matches the messaging, location & targeting options you’ve used in your Google Ads or PPC campaign.

By aligning the messaging and audience of your landing page with your paid ad campaign, you can not only increase conversions but also potentially reduce ad costs. Landing page messaging that matches your ad can help improve your Google Ads Quality Score. You can have multiple ad campaigns going to specific local areas. Measure and see which are working best for you.

You can use Carrot’s Landing Pages feature to create targeted landing pages that match each of your PPC campaigns.

I started a PPC campaign but it’s not performing, what adjustments can I make?

Each PPC campaign is totally different, so there’s no single answer to this question, but here’s what to consider:

  1. Refine your keyword selection: Take a closer look at the keywords you’re targeting in your PPC campaign. Ensure they are relevant and specific to motivated house sellers. Consider using long-tail keywords that align with the intent of sellers who are actively seeking to sell their property. This can help attract a more targeted audience and increase the chances of conversion.
  2. Optimize your ad copy: Evaluate your ad copy and make sure it is compelling and engaging. Highlight the unique selling points of your offer, such as a hassle-free selling process, competitive offers, or fast closing times. Use persuasive language to create a sense of urgency and convey the benefits of choosing your services. A well-crafted ad copy can increase click-through rates and attract motivated sellers to your website.
  3. Optimize bidding strategy: Evaluate your bidding strategy to ensure you are maximizing the return on your investment. If your campaign is not performing, consider adjusting your bid amounts. Experiment with different bidding strategies such as manual bidding or automated bidding options like target cost-per-acquisition (CPA). Monitor the performance metrics and adjust your bids accordingly to strike a balance between cost-effectiveness and visibility.
  4. Improve your landing page experience: Assess your landing page (the page users are directed after clicking on your PPC ads.) Ensure it aligns with the intended audience you’re trying to reach and provides relevant information and a clear call-to-action. Optimize the site/page for fast loading speed, mobile responsiveness, and user-friendly design. Incorporate testimonials, trust signals, and a strong value proposition to build credibility and encourage conversions.

Remember, optimizing a PPC campaign is an iterative process. Continuously monitor the performance of your ads, track metrics, and make data-driven adjustments based on user behavior and conversion rates.

Why did my ad get rejected?

Here are a couple common reasons that Google Ads get rejected:

  1. Violation of Google’s policies: PPC ads targeting motivated sellers may get rejected if they violate the policies set by the advertising platform. Common policy violations include using prohibited language or making false claims in the ad copy, promoting illegal or restricted activities, or displaying inappropriate or misleading content. It’s crucial to carefully review and adhere to the platform’s guidelines to ensure compliance and avoid ad rejections.
  2. Inadequate targeting or relevance: PPC ads targeting motivated sellers may face rejection if they are not sufficiently targeted or relevant to the intended audience. If the ad targeting is too broad or lacks specificity, it may fail to reach the desired audience effectively. Additionally, if the ad copy and messaging do not align with the needs and motivations of motivated sellers, the ads may not resonate with the audience and result in poor performance or rejection. It’s important to refine targeting settings, craft compelling ad copy, and align the messaging with the needs and pain points of motivated sellers to increase relevance and prevent ad rejections.

In addition to the above reasons, we often see that the majority of occurrences are due to Google Ads “glitch” rather than user issues. You may simply need to give it some time and try again.

ℹ️ Learn more about troubleshooting disapproved ads at Google’s support center.

Is it recommended to have 2 sites targeting the same locations and similar audience for PPC? Will you see an increase in results?

To show 2 ads at the same time, you would need to create 2 separate Google Ads accounts. Technically, it is against Google’s policy to have 2 accounts targeting the same keywords in the same location, but people do it. Though, you are essentially bidding against yourself so we do not recommend doing it. There are typically better ways to get better results in 1 account vs making multiple ad accounts.

What if I don’t want to learn how to do PPC myself? Can I hire you to run PPC ads for me?

If you need some help to accelerate your PPC results, head over to our Marketplace of in-house Carrot services and trusted vendors. Our PPC and Facebook ad providers can help you increase website traffic and generate leads.