Paid Search (PPC) Management

Paid Search (PPC) campaigns are an essential part of a digital marketing strategy. Combined with strong SEO practices, you can use PPC to provide short term gains that can lead to long term growth.

5.31% conversion rate

 The average landing page PPC conversion rate is 2.35%, yet the top 25% are converting at 5.31% or higher.

When was the last time you searched on Google for your top products or service offerings? Chances are your potential customers are already conducting the search queries. The most efficient and effective way to alter what those searchers notice and where they click? Paid Search.

You may have tried advertising on Google Search (or Display, or Bing, or Facebook, or LinkedIn…) and been unsuccessful. Or perhaps you’ve been seeing competitors ads running and wondering if it’s worth it for your company. More searches are conducted than ever before, more opportunities, yet also an overwhelming amount of options these days when it comes to your digital marketing budget.

We agree. And that’s why we pride ourselves on partnering with companies and organizations to help them navigate – and then dominate -the PPC (pay-per-click) space.

icon keyword

Paid Search

Your ads should appear where potential customers are already looking. Our experience in Google Ads and Bing Search runs deep, ensuring more efficient and effective campaigns.

image icon

Display Advertising

Display ads help broaden your reach. The key to success? Creating a winning combination of imagery and messaging, along with the right targeting to reach your audience.

icon photo video

Paid Social

LinkedIn, Facebook, Instagram and Twitter offer a dizzying array of advertising options. Our goal-oriented campaigns focus on precise audience targeting and impactful messaging.

icon strategy

Research & Strategy

Our PPC marketing process begins with thorough keyword discovery and competitive research. Sharing this research in a client strategy session allows for a deeper understanding on all sides and better results.

Image demonstrating security

Account Configuration

Maximum PPC account performance requires optimal set-up. From location settings to keywords, to choosing the best bid strategy – we take a holistic approach and choose the right options.

icon performance

Ongoing Optimization

From weekly reporting to A/B ad copy testing, we incorporate tenets of the scientific method like observation, measurement and examination to constantly optimize PPC campaigns and improve results.

paid search
solid digital team

Our Process

Process Step 1


We hone in on your company, industry, keyword & competitive research, and your goals.

Process Step


Based on our learnings, we’ll choose the best channels & targeting for optimal goal conversion.

Process Step 3


We re-structure or configure new accounts with targeted placements, keywords and ads.

LVL3 Process Step 4


Our proven process of continual tracking, testing, reporting & optimization keep you moving forward.


What is PPC?

PPC is used as an abbreviation for pay-per-click. As it implies, it means that an advertiser pays not for views or number-of-eyeballs on an ad, but instead each time a user clicks on an ad. Advertisers use PPC to drive traffic to their websites or specific landing pages. It was developed in 1996 (pre-dating the launch of Google) and has grown exponentially both in the U.S. (the largest ppc search market) and worldwide.

When most people think of PPC marketing, they think first of search engine ads. A PPC ad on Google for example, would be triggered by a specific search query and more often than not, you’ll notice these ads showing at the top of the search results page. If the searcher clicks on one of these ads, that click takes them to the landing page the advertiser has connected to the ad, and the advertiser is automatically charged by the search engine for that click.

Similarly, social media platforms like Facebook, Twitter and LinkedIn also offer pay-per-click marketing on their networks. These ads usually include both images and text, lead users to an advertiser’s website and advertisers are only charged each time someone clicks on their ad.

Which is better PPC or SEO?

Both PPC and SEO (search engine optimization) can drive users to your website, increasing overall traffic. As for SEO vs. PPC, it’s not a simple apples to apples comparison. 

SEO is appealing because the clicks from the search engines are free. However, the work it takes to appear on the coveted first page of the SERP (search engine results page) requires patience and often some heavy lifting. From keyword research to landing page content to improving site speed – there are a plethora of ways to optimize for search. However, with more websites than ever vying for the top placements, it’s becoming increasingly more difficult to scratch and claw your way to the top.

PPC similarly is most successful when you do some research into keywords, targeting, competitors, and messaging. However, you can configure a campaign, enable it, and show your ads immediately. This allows not just for fast results, but for quick and easy testing and data collection. For this reason, PPC is often used as a catalyst for making updates that will also benefit SEO.

So which is better – SEO or PPC? One might be more useful in certain circumstances, but in general, they are most effective when used in tandem. 

Does Paid search work for B2B companies?

In short, YES!

It’s not only consumers who seek out products and services through search engines like Google. Search is ubiquitous – no less useful for finding a new vendor or supplier for your business than for researching a new car, or purchasing a shirt. Your potential B2B customers are online, and if you want them to find your company, you’ll need to make your brand and your offerings find-able. That’s where PPC comes in.

Google Search, Bing, social media – consider where your potential customers spend their time. According to Hubspot, 65% of B2B companies have acquired a customer through LinkedIn paid ads. With robust targeting by member demographics, industry, job titles, and more, it requires some forethought but is a perfect opportunity to reach your target audience. 

A B2B PPC Strategy is essential. It allows us to increase website traffic, find new potential customers, and track CPAs across channels. At Solid Digital, our process starts with Learn and Strategize before we Create, to increase your potential to grow.

How do I advertise on Instagram?

In order to advertise on Instagram, you’ll need to sign up for an Instagram business account through their ad program – Instagram advertising. Instagram uses the same ads manager as Facebook, making it simple if you already have a Facebook PPC program. 

Like other PPC channels, you can choose a budget and bid strategy and take advantage of numerous targeting options to reach your intended audience. A click on the CTA (call-to-action) in your ad allows you to lead users to your website, your Instagram account, or even directly to your app in the app store.

As with any other channel, you’ll want to set up your strategy beforehand. For instance, an objective of brand awareness requires very different messaging (and likely different audience targeting) than a CTA

What is Retargeting?

Re-targeting falls under the umbrella of PPC advertising. It refers to showing ads specifically to people who have already visited your website (and even those who completed – or failed to complete – a specific action on your site). Retargeting ads can be run on search engines or social media like Facebook – though you’ll need to install tagging onto your website for each channel.

Retargeting allows you to reach users who you know are already familiar with your brand. You can update your messaging – it needn’t be the same as it would be to capture the attention of someone who has never heard of you before.  You’re also able to reach people as they travel further down the sales funnel – and if they have shown an interest in you a second time – they are much more likely to convert. 

How much do Google Ads cost?

Across industries, the average cost per click on Google is $2.32 for search and $0.58 for display (Wordstream). That said, prices vary significantly by industry, category, and location. Costs are also directly tied to the quality of your website and your ad content. Part of our research process involves looking at projected costs for your top keywords and keyword phrases and devising a budget that works for you based on your goals. 

Marla Paid Search (PPC) Management

Ready to Increase Conversions?

Our PPC experts are here to help.