How to Build a PPC Strategy That Actually Works

When most PPC campaigns fail, it’s not because the platforms don’t work - but because they're set up wrong from the start. A good strategy doesn’t need to be complicated… but it does need to be focused and methodical.

Start with One Goal and Do Your Research

Before you touch any campaign settings, decide what you want. Are you trying to generate leads, drive sales, or get more traffic? Pick one primary goal and build everything around that. Trying to do sales, leads, and brand awareness all in one campaign is like trying to drive to three different cities at once.

Don't guess what people are searching for - use tools like Google's Keyword Planner to see actual search volumes and competition levels. Look for keywords where people show clear intent to buy or take action. "Running shoes" is too broad - "Best running shoes for flat feet" shows someone who knows what they need. "Buy Nike Air Max 270" shows someone ready to purchase right now.

Structure Campaigns and Set Smart Budgets

Group related keywords into tightly themed campaigns. Don't throw "running shoes," "basketball shoes," and "dress shoes" into one campaign. Each product type should have its own campaign with its own budget and ad copy. This lets you control spending better and write more relevant ads. Someone searching for basketball shoes wants to see ads about basketball performance - not general athletic footwear.

Start small. If you've never run PPC before, don't launch with a $5,000 monthly budget. Start with $500 and learn what works. You can always scale up successful campaigns later. For bidding, start with manual CPC so you understand what clicks actually cost. Once you have data and conversions, you can switch to automated bidding strategies.