How To Increase Ad Clicks in Google Ads

How To Increase Ad Clicks in Google Ads

When it comes to improving your Google PPC campaigns, the main factors that help you determine how well your campaign is currently performing is the total number of clicks your ads are getting, the CTR (click-through rate) of your ads, and the number of conversions.

In this article, we’re going to be taking a look at how you can improve your click-through rates and the total number of ad clicks in order to get more conversions from your PPC campaigns.


Work on ad copy

Let’s start with the most fundamental part of what contributes to getting clicks and conversions – your ad copy.

To start with, it should go without saying that your ad groups need to incorporate expanded text ads. This type of ad allows you to input up to 3 headlines and 2 descriptions which makes them perfect for taking up more ad space in Google search results. But don’t just have one expanded text ad in each ad group, continuously test new ads to find which combinations of headlines and descriptions help increase your click-through rates and pause any under-performing ads as you see fit.

We recommend having between 2-3 expanded text ads and 1 responsive search ad in every ad group to give you the best chances of a having high click-through rates. We’ll be talking more about responsive search ads and how they can help in our next tip below.

Top tip – To improve quality score in your campaigns, make sure you feature keywords in your ad headlines, descriptions and the display URL path.


Use responsive search ads

Responsive search ads are great in helping boost ad group CTRs and the total number of clicks, ‘but what is a responsive search ad’  I hear you ask? A responsive search ad combines multiple headlines and descriptions and over time will optimise which combinations of headlines and descriptions perform best, then showing these high-performing combinations in search results.

For example, if you have 10 headlines and 3 descriptions and Google figures that headline number 6 and descriptions 1 & 3 perform the best, it will show these headlines and descriptions together. It’s unknown how long responsive ads are ‘tested’ by Google but optimisation of a responsive search ad is usually much quicker if the search volume of your campaigns keywords are high.

With possibilities of adding up to 15 headlines and 4 different descriptions, responsive search ads are a great way to test new ad copy and in turn, improve your total number of ad clicks.


Use a range of ad extensions

Google Ads allows you to add a range of ad extensions to your search ads which can help encourage users to click-through to your website. With that being said, each ad extension serves a different purpose so instead of covering them all, we’ll be taking a look at which ad extensions we recommend using that are most likely to help increase clicks and click-through rates.


Sitelink extensions 

Sitelink extensions are the holy grail of all ad extensions in Google Ads when it comes to driving higher click-through rates. This type of ad extension is directly clickable and allows users to easily access different pages on your website without first having to visit your ads landing page. Whilst this may seem irrelevant as we’re trying to drive clicks to the landing page associated with your ads, they’re still useful in generating clicks and having the user visit your website (preferred landing page or not).


Callout extensions

Whilst callout extensions are not directly clickable, they provide a great opportunity for you to showcase the USPs (Unique Selling Points) of your business – these extensions alone can help a user decide whether to click your ad over a competitors ad. Some popular USPs to choose from include:

  • Open 24 Hours
  • Free Delivery
  • Over 30 Years Experience
  • Trustworthy & Reliable

Another great way to use callout extensions to improve your click-through rates is to promote any sales or discounts you wish to promote (if you’re selling a product).


Structured snippet extensions

Much like callout extensions, structured snippet extensions are not directly clickable but allow you to showcase additional information about your business and take up more allocated ad space in Google search results.


Call extension

Call extensions are straightforward and are also one of the most effective extensions in the arsenal – they allow you to attach a clickable business phone number to your ads for users to call you directly. Whilst this isn’t an extension that will drive more traffic to your website directly, a call extension can be great for driving more enquiries over the phone.


Location extension 

The location extension can be useful in helping users recognise that your business is located near them, however, they aren’t suited for every campaign and for every business using Google Ads (such as online businesses).

Location extensions are best suited when your business is open for the public to visit as it will encourage users to click-through to your website and find out more information about your business offerings. What’s best is that if a user clicks your location extension, Google will show them where you’re located in Google Maps, which again, is encouraging the user to click-through and visit your website or physical store location.


Price extension

Price extensions are great to use if you can showcase the costs of your product or service, but we don’t recommend using this extension unless  you can beat competitors on price. 


App extension

An app extension is directly clickable and will take users to the app store on their mobile/tablet device where they can download the app you’re promoting – this is great for businesses trying to promote an app as the end goal is to drive app downloads rather than clicks-through to the website. 


Use the ‘maximize clicks’ bid strategy

Whilst this may sound obvious, we’ve seen many Google PPC search campaigns that could be achieving many more clicks and higher click-through rates by simply changing their campaign bid strategy to ‘maximise clicks’.

But how exactly does a ‘maximise clicks’ bid strategy help your campaigns?

The ‘maximise clicks’ is an automated bid strategy whereby Google will try and get you as many clicks as possible within your set daily ad budget. Now at first thought, you may think that Google is just trying to spend your budget as fast as possible and will get you clicks that are irrelevant and don’t end in a conversion – from our experience using the ‘maximise clicks’ bid strategy, we can confidently say that clicks tend to be relevant and lead to conversions providing you’re not using broad match keywords. Relevant clicks that lead to conversions will also only occur when you’re using the correct keywords in your campaigns that match your ad copy and landing page copy (having a good quality score).


Include competitor keywords in ad headlines

Sometimes even with PPC, you’ll find that users click on competitors ads regardless of your ad position or what your ad text even says. The harsh reality is that your biggest competitors that are also running PPC campaigns using the same keywords in their campaigns that you do have likely spent a lot of time and money on their branding and over time this has helped them become popular within their industry.

At SmallBizPPC we often see this same scenario a lot. We have clients that want to get more enquiries and beat the big-time competitors, however, have much smaller marketing budgets. With that being said, it’s easier to steal clicks from competitors than you may initially believe. You can utilise your ad headlines by having them feature branded competitor keywords which will grab the attention of users in search results and likely encourage them to click-through to your landing page.

Here are a few ways in which you can incorporate competitor keywords into your ads:

  • Why are you better than your competitors? Do you offer faster shipping? Are your prices cheaper? 
  • Point out competitor flaws – do they have high prices? Are their reviews poor?



So there we go! Follow the 5 tips above to increase ad clicks in your Google Ads campaigns and you should be well on your way to better performance and more conversions. If you have any questions surrounding this article or would like to know how we can optimise your PPC campaigns further, please get in touch below.


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Google Ads PPC for Recruitment Agencies - 6 Tips to Enhance Results

Google Ads PPC for Recruitment Agencies – 6 Tips to Enhance Results

Google Ads can be a useful way for recruitment agencies to receive job applications and B2B enquiries. With that being said, it’s easy for recruitment agencies to waste a lot of marketing budget on clicks that don’t convert into business.

Fortunately, we’ve had plenty of experience managing PPC accounts for recruitment agencies so understand what it takes to get the best return on investment from your PPC ad spend. 

In this post we look at seven actionable tips that ensure you cut away wasted spend, save money and generate more high-quality leads. 

We also offer a FREE PPC Account Review for recruitment agencies.


Tip 1 – Account Structure

Good account structure in Google Ads help significantly when it comes to regular management and optimisation. We recommend having your campaigns and ad groups clearly labelled for quick navigation and understanding when comparing analytics.

For example, if you have a campaign targeting a specific job industry, make sure the campaign name is clear and the ad groups are labelled based on keyword match type:

Recruitment Agency Ad Groups

Clearly labelled campaigns will help you quickly identify campaigns that you want to tweak, or even pause if you have filled job positions for that specific industry.

Get more tips on your account structure with our Free PPC Account Review. 


Tip 2 – Split Ad Groups by Keyword Match Type

As covered briefly in Tip 1, having your ad groups labelled by match type will help not only from an organisation point of view but also from a bidding perspective. 

After creating a set of campaigns, you want to utilise the keyword match types provided by Google Ads to show for specific user searches that will generate more conversions.

There are four keyword match types currently available within Google Ads:

[Exact Match] – Exact match of the term or close variants.

“Phrase Match” – The exact phrase with any other text before or after.

+Broad +Match +Modified – These keywords can be used in any order and can contain other words. 

Broad Match – This will trigger misspellings, synonyms and related searches.

Consider the match types as levels of confidence – you should be more confident in the exact match keywords you’re using, and less confident in phrase and broad match keywords. 

Top Tip – Adjust your keywords bids based on how much ‘confidence’ you hold in each keyword. For example, you could bid higher on exact match keywords then reduce the bids for your phrase and broad match keywords.

We recommend using broad match modified and exact match keywords for recruitment agencies – this will ultimately help you reduce wasted spend on irrelevant searches that the broad and phrase match keywords would generate. Generally speaking, you will also be able to cover a wide variety of relevant searches by just using broad match modified and exact match keywords.

Get a full review of all your keywords in our FREE PPC Account Review.


Tip 3 – Location Targeting 

Location targeting in Google Ads is a basic, yet very useful tool. It allows you to not only choose where you want your ads to show but allows you to see analytics for each location so you can optimise each individual campaign.

Recruitment agencies should take full advantage of this setting within Google Ads. It can be particularly useful if you have job positions available in specific locations and want to target your ads to local residents. Alternatively, if you wish to target nationally, or even internationally, you can.

See how you can optimise your location targeting with our FREE PPC Account Review.


Tip 4 – Expanded Text Ads & Ad Extensions

Google ads can vary in size depending on their placement in search results. Here is an example of both a small and large search ad for two different recruitment agencies:

Small recruitment agency search ad:

Small recruitment agency search ad

Large recruitment agency search ad:

Large recruitment agency search ad

As you can imagine, the larger your ads are the more visibility you have in search results – this will result in more clicks.

To achieve the most visibility in search results, use expanded text ads and a range of ad extensions.

Expanded text ads allow you to have up to three headlines and two 90-character descriptions, compared to the 2 headlines and one 90-character description that standard search ads offer. 

Top tip – Offer an incentive in your ad headline (e.g. ‘Apply To Your Dream Job Now’)

Ultimately, your ad headlines give you an opportunity to showcase your USP (Unique Selling Points) and why a user should visit your website over other recruitment agencies.

Google Ads gives you the ability to add a range of manual ad extensions however for recruitment agencies we recommend using the sitelink and call extensions in particular.

Sitelink extensions can be used to encourage the user to visit multiple pages on your website, not just your ad’s landing page. We’ve found this extension to be useful when showcasing the different job sectors that an agency has listings for. For example, if you have job listings for the retail industry, you could create this as a sitelink to attract potential applicants.

Sitelink extensions on recruitment agency search ad:

sitelink extension on recruitment agency search ad

Call extensions add a small phone icon to your ads (mobile devices only). This offers the user the ability to contact you quickly without having to first visit your website. It may not be a suitable solution for all users, but it’s worth having in place just in case.

Mobile call extension on recruitment agency search ad (in mobile search results):

Mobile call extension on recruitment agency search ad

Find out how you could improve your ads with our FREE PPC Account Review.


Tip 5 – Conversion Tracking

Conversion tracking is a vital part of any Google Ads campaign. It allows you to see which keywords convert which makes it easier when optimising your account. 

Tracking can be set up relatively easily too – either through Google Ads or Google Tag Manager

For precise conversion tracking that is easily editable, we recommend using Google Tag Manager to setup conversion tags. You can then create ‘Goals’ in Google Analytics with the same variables as the tags you’ve set up in Google Tag Manager – this will allow conversion data to show in Google Analytics. Once you’ve created your Goals in Google Analytics, simply link your Google Analytics account to your Google Ads account and you’re all set!

Conversion data in Google Ads enables easy optimisation – you can easily see which areas of your campaigns are working and allocate budget accordingly.

Review your analytics with our FREE PPC Account Review.


Tip 6 – User-Friendly Landing Pages

When a user lands on your website, they need to feel encouraged to convert. There are a few basic things you can include on your landing pages to achieve more conversions:

Clear Headline

Your landing pages need to have clear headlines that relate to the page content and your PPC ads. For example, if you are running ads for current Finance job positions in London, your landing page would need to have a relatable headline (e.g. ‘Finance Jobs in London’). This will help from a Google Ads Quality Score perspective, as well as an SEO keyword point of view.

Detailed Contact Form

Having a basic contact form in place on your landing pages is a necessity, but a more detailed contact form is extremely useful to have for recruitment agencies. 

This form from Robert Half is a good example:

Robert Half contact from

Job Listings

A recruitment agency can’t succeed without filling job positions, right?

Having job listings on your landing pages is vital. A small section dedicated to your job listings is an easy way to provide visibility to the current job positions you have available. You don’t need to include much info to begin with either, just a simple job title, salary, location and one-line description will do. If a user is interested, they can then click-through on a job listing and view more information. 

Clear CTA’s

Multiple clear Call-to-actions provide the user with different reasons to convert. Recruitment agencies have plenty of call-to-actions at their disposable too – here are some ideas:

‘Apply Now’ – Useful for attracting job applications.

‘Upload CV’ – Useful for attracting job applications and being able to contact individuals for future positions.

‘Create Job Alert’ – Useful for filling job positions quickly in the future.

‘Send Your Vacancy’ – Useful for businesses looking to fill new positions.

Don’t forget, it’s also important to have ‘Get in touch’ call-to-actions for general user contact.


Testimonials are a great way to fill the user with confidence in your services and provide insight into the satisfaction of previous customers/clients. For best practise, aim to have a least 3 testimonials on your landing page.

Industries You Cover

Most recruitment agencies only work in specific industries. On your landing page, dedicate a small section to the industries that you operate in – this can help a user easily navigate.

Get landing page recommendations with our FREE PPC Account Review.

Enhance your PPC results today!

Follow these tips and we guarantee you will save money and increase results from your Google Ads. Want to find out more about how you can improve your PPC account? Request a FREE PPC Account Review.


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Negative Keywords in Google Ads_ How and Why Should You Use Them

Negative Keywords in Google Ads: How and Why Should You Use Them

If you’re reading this blog post right now, you’re probably familiar with PPC and how it works. If not, check out our article that explains what PPC is and how it works

So, what are negative keywords and how should you use them?

You can only get so specific with the keywords you use in your keywords, and as a result, it’s inevitable that your ads will show for irrelevant searches. Obviously, this is not a good thing and is something you will want to reduce as much as possible to save costs. This is where negative keywords come into play. 


What Are Negative Keywords?

Negative keywords are the keywords you add into your campaigns that you don’t want your ads to show for – essentially the opposite of what normal search keywords are. There are a number of different ways to find negative keywords, as well as ways to put them into use. 


Finding Negatives

When finding negative keywords to use, sometimes the keywords worth adding won’t be obvious so will require a little research. These are the tools we recommend using:

Google Keyword Planner

We suggest starting with Google’s Keyword Planner tool. This tool is commonly used for finding keywords worth bidding on in your campaigns, however, it can also be useful for finding negative keywords that you don’t want your ads to show for. A good place to start is by searching the current keywords that you’re bidding on. For example, if you’re an Accountant, you may bid on the keyword ‘accountant’ – you would then put this keyword into Keyword Planner to find any irrelevant keywords that may trigger your ads to show.

Keyword Sheeter

Keyword Sheeter is another great tool for finding negative keywords for your campaigns. As the name suggests, the tool gives you multiple potential search queries that could trigger your ads to show, based on the keywords you input. 

This tool is simple to use and offers extensive useful keyword data that will have you picking out negative keywords for days. You can also download your keywords as a CSV file in Google Ads and import the file directly into Keyword Sheeter.

Search Term Report

Another way to find potential negatives is to check your Search Term Report within Google Ads. With this, you can see the search terms that triggered your ads to show, and from there, find negative keywords worth adding into your campaign. This is a task you should be completing regularly as part of your Google Ads management.


Negative Keyword Match Types

The first choice you have when adding negative keywords is which match type you want to exclude as. If you want to exclude just one term completely, you can use exact match. If you want to exclude a term only in a certain context, then you can exclude it as phrase match. If you want to exclude a certain term in any context with any combination of words, then you would choose broad match. It’s best practice to keep your negatives tight so we don’t recommend using broad match often when adding negative keywords. 


How To Use Negative Keywords

After you have found negative keywords worth adding, you then have to decide how you want to add these into your campaigns. You can choose to add negative keywords in two different ways:

Add to a negative keyword list

Google Ads gives you the ability to create negative keyword lists which can be added to multiple campaigns. For smaller PPC accounts, you may consider using an account-wide negative list whereby all negative keywords in the list apply to the campaigns you choose. Negative keyword lists make your campaigns well-organised and allow you to easily view and add new negative keywords as and when you please.

Add to specific campaigns or ad groups 

You can add negative keywords to individual campaigns or ad groups for more granular control. This can be useful in an account that offers multiple services or products, or businesses that serve in multiple locations. For example, you may wish to add the negative keyword ‘UK’ to your USA targeted campaign.

Negative keywords can help reduce wasted spend and prevent your ads from showing in irrelevant searches – it’s important you have these in your PPC account if you haven’t already. If you require any additional support, check out our Free PPC Account Review.


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The Ultimate PPC Management Task Checklist

The Ultimate PPC Management Task Checklist

The key to good PPC campaign success in Google Ads is down to regular management and optimisation. It’s important to be proactive in your PPC account and have a good understanding of what you should be checking weekly, monthly and quarterly. There are a number of things you could check when completing weekly and monthly PPC maintenance – our task checklist details the most important things you should be keeping tabs on.

Weekly PPC Task Checklist

  • Ad Positions

This is where you review where your paid search ads are placing. As with organic search, as an advertiser, you want to be hitting those top ad spots on the first page as much as possible.

To check what positions your ads are showing in search results, check the Search top IS & Search abs. top IS metrics within each ad group and adjust keyword bids accordingly.

  • Display Network Placements

Placement refers to the specific apps, websites, YouTube videos, etc. where your Display Network ads are being displayed. Check your Display Network ad placements and exclude any placements that spend a lot but don’t convert, or placements that look like spam sites. 

The best way to make sure your display ads only show on placements that are related to your business is to add a list of placements for your ads to show on. By doing this, it should prevent your ads from showing on unrelated placements.

  • Budgets

You want to keep a watchful eye on your overall budgets and tweak individual campaign budgets once a week where necessary. 

For best practice, we recommend checking budgets every Monday morning using the Adwords budget script by Clicteq

  • Keyword Bids

Review your keyword bids and adjust where necessary. When adjusting bids, look for keywords that convert well and raise them to see if they perform even better. You will also want to adjust the bids for low performing keywords to prevent them from sucking your budget dry. We’ll explain more about keyword performance in our next task on the checklist.

  • Keyword Performance

Next, you will want to look at keywords in your campaigns that spend a lot but have low conversion/click-through rates. The bids for these poor performing keywords could be reduced, or if you feel necessary, pause them. 

It’s also worth checking your campaigns search term report as you may find search terms that have converted previously but you don’t bid on as a keyword currently. This could present good opportunities to add new keywords that may convert often for you in the future.

  • Negative Keywords

Not adding negative keywords into your campaigns can cause serious budget wastage. You can find potential negative keywords to add to your campaigns by regularly checking the search term reports. The search term reports will help you find potential keywords that are irrelevant to your campaigns, and from there you can add these as negative keywords to prevent them from showing in the future.

  • Impression Share  

Impression metrics are some of the most important optimisation metrics available to Google Ads marketers. It’s important to view impression share metrics weekly, so you can determine what percentage of the time your ads are being shown in search results, and what percentage of the time they’re not due to budget restrictions. You’ll want to keep tabs on the following impression metrics within your campaigns:

Search impr. shareThe impressions that you’ve received on the Search Network divided by the estimated number of impressions that you were eligible to receive

Search lost IS (budget) – An estimate of how often your ad didn’t show on the Search Network due to low budget.

Monthly PPC Task Checklist

  • Review Ads

Once a month you should be checking all enabled search ads and pausing those that aren’t performing. It’s also worth testing new ads every month to see if you can achieve better click-through rates, thus helping get more clicks through to your website. You don’t necessarily need to write new ads all the time either – try testing different headlines and descriptions to begin with. 

Top tip – Always aim to have 3 ads in each ad group.

  • Keyword Expansion

Once a month you should be taking a longer look at your search term report to not only look for negative keywords, but to use find possible keywords to add into your campaigns. Look out for converting keywords that appear in your search term reports as these could be worth adding as keywords to achieve more conversions for a cheaper cost. 

  • CTR  

As part of your monthly checks, you will want to be checking the click-through rate of your keywords. If a keyword’s CTR is low but the ROI is high, you will want to stop testing ad variations for a month or so as it is not uncommon to have a CTR of less than 1% for high-volume search terms.

Top Tip – If you’re budget is limited, a good way to optimise your current budget is to pause keywords with low CTR, leaving Google Ads to allocate your budgets to keywords that perform well and have a high CTR.

  • Campaign Settings  

Checking and reviewing the settings of each of your campaigns is good practise to ensure the basic structure of your campaigns are correct and setup to achieve the campaign goal. Double check the following in each campaigns settings:

  • Location targeting
  • Device targeting
  • Language targeting
  • Bid strategy
  • Campaign start & end dates
  • Networks 
  • Budget
  • Sitelinks

Ensure that the pages linked to your ads are still working and relevant to the sitelink text. It’s also worth testing new sitelinks every month. 

This link checker script is a necessity in any Google Ads account.

  • Landing Pages

To check the performance of landing pages, look for those ads with high CTRs but low conversions – these ads indicate a poor landing page. If you have Google Analytics linked with your Google Ads account, you called also look at bounce rate and session duration metrics. If you don’t have the facilities to trial new landing pages every month, it’s worth trialling different variations of your current landing pages. Start by testing different headlines, imagery and main text areas. 

  • Location Targeting 

Review your location targeting every month to see which locations perform the best. This will help you determine which locations are underperforming and which are performing better. Depending on how you have your campaigns setup, you can either remove certain locations from your targeting, or add bid adjustments based on their performance. 

  • Ad Schedules

Every month you should be reviewing any ad schedules you have setup in your campaigns to make sure they’re showing your ads at the right times. Check any existing ad schedules to see if they could be adjusted to further prevent wasted spend in times of the day that don’t convert.


Quarterly Review

Finally, we recommend reviewing your entire PPC account strategy every year quarter (Q1 – 4). This is a good point to review the overarching PPC strategy that you have in place and find areas to focus & improve on. You will also be able to determine where you’ve found success in the quarter, and from there, design a strategy for the next quarter.

There you have it, follow this task checklist for your PPC campaigns and you’ll stay on top of everything you need to be monitoring, whilst finding key opportunities to improve your ROI. If you have any questions, or wish to find out more about our PPC Management services, please get in touch.


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Which Google Ad Extensions Should You Use?

Which Google Ad Extensions Should You Use?

To expand your ads and generate more clicks through to your website, Google’s ad extensions are worth using. Extensions add useful business data below your search ads and for that reason, extensions are recommended for just about every advertiser using PPC text ads.

In this article, we’ll be listing the extensions you can setup manually within Google Ads, and the purpose behind using each extension. Google also offers automated extensions that may show without manually setting them up first. 


Best practises

Bear these best practices in mind as you choose and set up your extensions:

  • Use every extension that is relevant to your business offerings – extensions are free to use and they’ll only show if they’re predicted to improve your ad’s performance. It’s important to make the most of this opportunity within Google Ads.
  • Consider adding 4 or more extensions for best practise – we recommend adding a minimum of 4 extensions to give you the best chance of at least one of those extensions showing in each search. 
  • Add a variety of extensions – if suited to your ads, try to add as many extension variations as possible.


Choosing extensions

When choosing which extensions to create for your search ads, it’s important to choose them based on your primary advertising goal. Here are common advertiser goals and the extensions that can support them:


Goal: Get local customers

If you want to direct people to your physical locations (like shops or restaurants), here are extensions worth considering:

Location extensions

Encourage people to visit your business by showing your location, a call button and a link to your business details page – which can include your hours, photos of your business and directions to get there. 

To learn more, check-out Wordstreams Location Extension Guide.

Affiliate location extensions

Affiliate location extensions help searchers find retail chain stores that stock your products.

To learn more, go to About affiliate location extensions.

Callout extensions

Add additional text to your ad, like “Buy One Get One Free” or “Open 24/7”. Callouts can be used to encourage people to convert offline.

To learn more about callout extensions and how to use them, read this article from Search Engine Watch.


Goal: Drive enquiries

If you want people to call or text you, use call extensions or message extensions:

Call extensions

Encourage people to call your business by adding a phone number or call button to your ads. This can make it easier for users to call you when browsing on mobile. 

Message extensions

Encourage people to send you text messages from your ad. This extension is available globally at the campaign or ad group levels.


Goal: Get customers to convert on your website

Getting searchers to visit your website and enquire can be easier using these extensions:

Sitelink extensions

Link people directly to specific pages of your website such as the ‘contact’ or ‘about us’ page.

Callout extensions

Add additional text to your ad, like “free delivery” or “24/7 customer support”.

Structured snippet extensions

Showcase information that potential customers will find most valuable by selecting a predefined header (such as services). This extension is useful for listing what your business offers before a user even clicks through to your website.

Price extensions

Showcase your services or product categories with their prices, so that people can browse your products right from your ad.

This extension is only available in selected countries. To learn more, go to About price extensions.


Goal: Get people to download your app

App extensions

Encourage people to download your app. Available globally for Android and iOS mobile devices, including tablets.


Which Google Ad Extensions Should You Use?

So now you’re aware of which extensions are available for you to use in Google Ads and the benefits of using them, have a go at setting extensions up and finding out what success they bring to your PPC campaigns. 

If you need help setting up your ad extensions, please get in touch.


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should small businesses Invest in ppc?

Should Small Businesses Invest in PPC?

Pay-per-click ads that appear in Google search results can be an effective way to generate traffic – particularly traffic that converts into customers. They appear in almost every Google search and you’ve probably heard about them before, but are PPC ads useful for small businesses?

If you choose the right keywords, budget, and have a well designed landing page, you can buy your way to the top of the results page. In some cases, like the above, searchers might even need to scroll down before they get past your ads. That’s a good thing too – we want our ads to take up as much space in search results as possible to help attract more clicks & potential customers.

With that being said, Google Ads also makes it easy to spend a lot of money very quickly. If you aren’t quite comfortable with what you’re doing, you could blow through your whole marketing budget in a day.

So, is PPC a good fit for your small business?


Why use PPC ads for small business?

PPC and Google Ads can be worth it for small businesses—if you know when they make sense and how to create, manage & optimise them. 

Here’s six advantages of running PPC ads on Google Ads:


1. Reach people when they’re looking for you

If you target the right keywords with PPC ads, you can get in front of potential customers at the exact moment they’re looking for your products. For example, if a user is looking for a new pair of trainers, you could bid on the keyword ‘trainers’ and get your ads in-front of them. With PPC you’re essentially targeting what we like to call ‘warm users’ (people already looking for the services/products you offer). 

2. Target based on geography

If you run a small business that targets the local area primarily, you won’t be too focused on going after national or international customers. Within Google Ads you can setup location targeting for each of your campaigns, therefore allowing you to only show your ads in locations you specify. You can, if you wish, also target users on a national and international level within Google Ads.

4. Send people to specific landing pages

When someone clicks on a PPC ad, they get sent to a page on your website. One of the strengths of PPC ads is that you get to choose which page that is. Compared to SEO, they won’t necessarily land on the page you would like them to, therefore taking them more steps to build trust in your website and enquire. 

A lot of people send PPC traffic to their home page, which is ok (if not ideal). But one of the major strengths of PPC is that you can send people to custom landing pages that are optimised to convert.

By sending people to landing pages that offer what they’re looking for, you can increase your chances of converting them into customers.

5. Track results easily

With PPC ads, you can track click-through rate, ad spend, and conversion rate on landing pages. You can A/B test different ad copy and landing pages easily to maximize ROI.

One reason PPC ads are such an attractive marketing tactic is the ability to track ROI. Return on investment is a huge consideration for your marketing budget, and PPC ads will give you all the data needed in order to figure out whether they’re bringing you a positive return on investment.

A well-setup & optimised account plays a huge part in getting the best ROI from your account as possible.

6. Get results quickly

Other approaches to getting seen in search engines can take a long time to start working. For example, your SEO efforts – whilst still important, it can take months if not years to see any progress in search results. The conversion process is longer and more difficult to measure.

PPC ads will get you results much faster than most other marketing tactics. 

If you have the knowledge, ad copy, keywords, landing pages & budget ready to spend on PPC ads, they are a simple way to start getting conversions.


Unconventional uses of PPC ads

In addition to the standard benefits of PPC ads, there are a couple of nontraditional uses that people use PPC ads for.


Targeting competitors 

PPC ads let you target based on keywords. For most websites, a lot of traffic comes from branded searches – that is, people typing the company name directly into Google. 

By bidding on competitors keywords, it allows you to get your ads shown above their website listing in organic search results. For example, McDonalds may bid on the keyword ‘Burger King’ in order to show paid ads above Burger King’s organic listings in Google search results.

It’s a clever way to steal traffic from competitors, however be careful as if your competitor spots that you’re running PPC ads for their brand name, they may start to bid on their own brand name to replace your ads.


Testing keywords for SEO 

Because PPC ads are relatively inexpensive and easy to measure for most business industries, they can be a great way to test out which keywords work for your business. 

PPC allows you to bid on as many keywords as you wish and can be a great investment tool to find out which keywords drive conversions for your business. If you focus on search-engine optimisation, or plan to do so in the future but don’t know which keywords are worth implementing into your SEO strategy, you can measure keyword results in your PPC account and from their decide which ones you want to use in your SEO strategy.

Things to consider before using PPC ads 

Google Ads is a powerful tool that can serve a few different functions in your marketing. Still, there are a few things you should consider when deciding whether or not Google Ads is worth it for your small business.


Burning money

Google Ads isn’t free. Because you’re paying by the click, it’s possible to spend a lot of money very quickly if you’re not careful. As you’re learning the ropes within Google Ads you want to make sure you understand your daily budget limits, as well as how Google is going to deploy that budget. 

At the same time, you’ll want to make sure that your messaging and landing pages are well designed and user-friendly – otherwise you’ll be sending good paid traffic to a poor landing page where users won’t convert. In another article, we explain what it takes to run a successful PPC search campaign.


Keyword selection is vital

The keywords you choose to advertise on are critical, as they determine who is going to see your ad. They can also be a big reason why you waste a lot of money.

First of all, people need to be searching for your products or services. Although many conversions start with a Google search, some audiences or industries are less likely to be driven by revenue from search results.

Google’s Keyword Planner gives you keyword volume and cost-per-click information that can help you figure out how many people are looking for you, and the average cost-per-click it’s going to cost in order to get in-front of those people. If there isn’t enough volume around the keywords you wish to bid on, your success with PPC will be minimal.

Secondly, you need to understand searcher intent. Searches most likely fall under one of three  categories:

  • Informational: A searcher is looking for information on a specific topic
  • Navigational: A searcher is looking to find a particular website
  • Transactional: A searcher wants to buy something

PPC ads are best suited to transactional keywords such as ‘buy glasses online’ or ‘property surveyor near me’ – because the people who make those searches are likely to convert.

Finally, it’s best practise to actually Google each of your keywords – even a transactional keyword can be a bad choice if it targets the wrong audience. 


So, should small businesses invest in PPC?

PPC ads and Google Ads can be effective for small business – if you use them correctly. 

Used right, with the correct knowledge around setting them up and optimising regularly, Google Ads can help you precisely target your audience and drive conversions quickly.


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How To Run A Successful PPC Search Campaign

How To Run A Successful PPC Search Campaign

Keyword Research

Although you may think you know your business and what your customers tend to search for, thorough keyword research plays a vital part in a successful search campaign. Initial research enables you to determine the best keywords/phrases to drive relevant traffic to your website.

By doing this, you’ll know from the get-go whether or not the terms you’re planning to bid on have search volume, and you’ll be able to identify additional keywords relevant to your product/services that you initially wouldn’t have thought of.

Within your Google Ads account, you’ll have access to the Keyword Planner tool. This tool is super useful as it’s where you can find potential keywords to bid on, average cost-per-clicks for those keywords, as well as search volumes. There is also a range of other useful keyword research tools, such as:


Campaign Structure

Wonder why account structure is one of the most important factors in successful search campaigns? Well firstly for your own sanity – you don’t want to get lost in the mess! But by having a clear structure, you’ll also be able to efficiently manage different KPIs (key performance indicators), keywords, budgets and campaign groups without a problem.

Unless your account is very large, the average account will typically only have a couple of campaigns, all separated for a purpose. For example, if a roofing company wished to advertise their roofing repair service as well as their new roofing service, they could potentially have those split up into two separate campaigns. By having those different services split out into separate campaigns, it allows for easy budget control as well as being able to monitor the performance of each campaign separately.

Under each campaign you’ll need ad groups, and using your keyword research, we recommend grouping relevant keywords together to form these ad groups. It can also help to organise keywords into each group based on their match type. You could have an ad group dedicated to Broad Match Modified keywords, and another for Exact Match keywords. This can also help with budget control.


Ad Copy

When writing ad copy for your campaigns, it’s important to keep your customers in mind at all times. You want to create ads that are relevant to your keywords and landing page, whilst also drawing in searchers using compelling ad text. By using call-to-actions and incentives in your headline such as ‘Get A Free Quote’ or ‘50% Off Sale’, you’re increasing the chances of your audience clicking through to your website and becoming a customer or client.

It’s also important when it comes to writing effective ad copy that you split test multiple ad variations to make sure you are continually improving your click-through rates. 

For more details on creating search ads, check out our article –  ‘How To Write PPC Ads That Convert’


Ad Extensions

Ad extensions ensure a higher click-through rate by making your ads more prominent and by adding trust to the searcher. They also provide additional information helping make the ad even more relevant for the user.

As standard you should be aiming for a range of Sitelink & Callout extensions, however other extensions can be useful useful too. As of 2019, these are the current ad extensions available within Google Ads:

  • Location extensions

  • Affiliate location extensions

  • Callout extensions

  • Call extensions

  • Message extensions

  • Sitelink extensions

  • Callout extensions

  • Structured snippet extensions

  • Price extensions

  • App extensions


Additionally, ad extensions also benefit towards your overall ad rank, helping you achieve those top spots in search results for a lower cost-per-click.


Adding Bid Adjustments

Managing bids at either an ad group or keyword level is great, but with bid adjustments you can set bids based on a number of other factors including:

  • Location
  • Demographics
  • Device
  • Hour of the day/time of week

Once you have a significant amount of data, you’ll be able to review performance and add in the necessary bid adjustments. For best practise, we recommend adding bid adjustments only if you have conversion data within your account. 

For example, desktop users are gaining more conversions at a lower cost-per-acquisition, so using this data you could set a 10% increased bid adjustment as desktop users are more likely to convert. It’s important to check these bid adjustments regularly to make sure they’re serving their purpose correctly.

Keep in mind when using multiple bid adjustments, that these will be multiplied against each other!  Therefore if you had a maximum CPC at ad group level of £1, but added a location bid adjustment for Nottingham at 20% and had a mobile bid adjustment of 10% your max. CPC would be £1.30.


Automated Bidding Rules

Automated bidding rules are a true life saver!

By setting up automated rules you can automatically make changes to keyword bids, campaigns, ads, budgets and more, based on specific requirements (that you choose) – which really takes off the heavy lifting and allows you to focus on the fun stuff.

For example, if you were worried about your ads falling below the first half of the page, you could set up a rule to increase your bid whenever it’s below a position 3 – (to set up these rules, look under ‘Tools’  in the top right corner of your account)

Using rules will help you save time by making frequent changes for you. It’s definitely worth setting rules up, however remember to monitor any rules you have in place.


Regular Optimisation

You could have automated rules set up, amazing ad copy and structure but you still need to frequently check in on your account, make manual changes and ensure nothing is going terribly wrong. Manually optimising your account on a regular basis allows you to spot any abnormalities, as well as possible opportunities to achieve more conversions and hit your KPI’s!

The main areas you should be checking on within your PPC account:

  • Budgets – you need to ensure you’re not overspending/underspending so monitor budgets regularly. We recommend installing this Budget Tracker Script by Cliteq for ultimate budget control.
  • Keywords – look out for higher spending keywords that may not be contributing positively to the account and lower bids where needed, or increase bids on lower spending keywords which are converting well. 
  • Review your search queries – always keep on top of your search queries as irrelevant search queries may need adding as negative keywords to prevent them showing in the future. There may also be new keyword opportunities that you find when reviewing you accounts search terms. Always be on the lookout for search terms that convert often but are not in your pack of keywords you bid on currently – adding these as keywords could help increase conversions for a cheaper cost!
  • Ads – check for any disapproved ads and split-test new ads against current high-performing ads within your account.
  • Conversions – dips in conversion data could mean you have an issue in your account.
  • Landing Pages – it’s important to check that all landing pages are working and loading correctly. After all, you don’t want to pay for a click only to lose a possible conversion because your website is broken! This Link Checker script is super useful for checking all landing pages and sitelink URL’s are working in your account.


Hopefully these top tips have helped give you some insight on how to run a successful Search campaign! If you wish to find out more about how your account is performing, and how it could be improved, check out our Free PPC Account Review.


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How To Write PPC Ads That Convert

How To Write PPC Ads That Convert

Google recommends using to expanded text ads. The purpose of these new ads is to improve visibility on mobile and desktop, as well as click-through rates. Expanded text ads are double the size of previous search ads and give you much more space to advertise your services, products and benefits in order to turn more browsers into buyers. Karooya offers a great expanded text ad preview tool to help you mock-up new search ads, and to make things better, it’s free to use!


Example of expanded text ads in Google search results.


As you can see from the example above, the expanded text ad consists of:

  • Up to 3 headlines
  • Your Final URL (the landing page you wish to send people to)
  • Ad extensions (in the example above, Callout & Sitelink extensions are being used)

This article looks at how to best write each of these components to create an ad that gives you a higher click-through and conversion rate so that you can maximise ROI from your PPC budget.



Your ad headlines are the most important element of the ad and will play the biggest part in attracting searchers to your PPC ad, so make it scannable and attention-grabbing to persuade them to click on it. Google currently offers the ability to add 3 headlines to your ads, all with a 30 character limit.

The headline should be straight to the point and reserved for the most important messaging around your targeted keywords. Speak directly to the customer using ‘you’ and ‘your’ and write in title case as you would a headline for a blog post. Keep your messaging relevant, including unique benefits of the searcher going to your landing page over your competitors’ pages. For example, if you’re trying to sell a service you could offer a free call or consultation as an incentive for users to pick you over a competitor. It’s also important to create urgency by adding a call to action such as ‘buy now’, ‘sign up today’ or ‘shop for a limited time only’ to draw prospects in.


Display URL

The display URL is the URL that users see in your ad and may differ from the destination URL (final URL), which is the URL of the page your ad takes you to. After inputting your final URL during the ad creation stage, Google allows you to include two 15-character path fields after the display domain. This allows you to make your domain more engaging and relevant to the searcher.

Utilise these path fields to add text so that people can get a clearer idea of where they will be taken to if they click on your ad. Optimise your display URL by including keywords relevant to the specific desired page and relevant to what users are searching for.



Expanded search ads allow you to add two 90-character description lines – it’s important to utilise these! Your description should complement your headline and add value, so avoid repeating information already featured to truly utilise the space. Whilst a total of 180 characters may not seem like a lot, they can dramatically help increase the size of the ad, in turn increasing your chances of users clicking through to your website and converting. 

Use the description lines to highlight the most valuable benefits of your product or service and why people should choose you over your competitors. Think about what the searcher is searching for and how you can best meet their needs so that when users click your ad they find exactly what they’re searching for and their needs and goals are met.

Again, use ‘you’ to personally speak to your prospect and use keywords that are relevant to their search. By triggering positive and negative emotions for the user, this can impel customers to click through to your website.



Ad extensions give you the opportunity to add even more valuable benefits to your audience and give them more reasons to click your ad and inspire them to take action. Extensions also help increase the amount of space your ads take up in search results. Google currently offers the following extensions for search ads:

  • Location extensions
  • Affiliate location extensions
  • Callout extensions
  • Call extensions
  • Message extensions
  • Sitelink extensions
  • Structured snippet extensions
  • Price extensions
  • App extensions

Make sure you choose the extensions that are most relevant to your ad and will provide the most value to your target audience.


Writing PPC Ads That Convert 

Incorporate each of these elements of your ad to fully utilise the potential of expanded ads and turn browsers into buyers. Begin with three headlines that grab the attention of browsers and persuades them to click on your ad, optimise the display URL using relevant keywords, then write two descriptions that highlight the unique benefits of choosing you over your competitors. Then for the icing on the cake, add ad extensions to provide more value to your prospects.

Remember that it’s also important to have multiple ad variations in each ad group and A/B test which ads work best for your target audience every once in a while. 

To take away the pain of managing your PPC account, or to improve your return-on-investment, check out our PPC services for small businesses.


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