PPC Strategy by Industry: Ecommerce, Local, SaaS & B2B

Your PPC strategy should fit your business model, not the other way around. A local restaurant and a B2B software company have completely different customers, sales cycles, and goals. Here's how to adapt your approach based on what you actually sell.

Ecommerce: Show Products, Drive Sales

For ecommerce, shopping campaigns are your best friend. These show your actual products with prices right in the search results. Someone searching "wireless headphones" sees your product photo, price, and reviews before they click.

Performance Max campaigns work great too because they automatically show your products across Google's network. Focus on your highest-converting SKUs first - then expand.

Your key metric is ROAS: Return on Ad Spend. If you spend $100 and make $400 in sales, that's a 4:1 ROAS. Most ecommerce businesses aim for 3:1 or higher.

Local Businesses: Location, Location, Location

Local businesses need geo-targeting and Google Maps integration - when someone searches "pizza near me," you want to show up with your location, hours, and phone number. Mobile optimization is crucial because 76% of local searches happen on phones.

Use location extensions and call extensions to take up more space in search results. Your ads should include your city name and emphasize things like "same-day service" or "open late."

Track phone calls, not just website visits. Many local customers call directly from the ad.

SaaS: Nurture the Funnel

SaaS companies typically have longer sales cycles - they can focus on lead generation rather than immediate sales. Offer free trials, demos, or valuable content in exchange for contact information.

Your cost per lead (CPL) is the key metric. If you spend $50 to get a lead and 10% of leads become $500/month customers, that math works. Use remarketing to stay in front of prospects who didn't convert immediately.