PPC for Small Businesses

Can Small Businesses Use PPC?

The answer is a BIG yes. In the right hands, PPC can be a killer method, gaining new customers fast, unlike other marketing channels like SEO. You don't have to invest thousands of pounds to get meaningful results.

If you can target the correct keywords, let's say "best takeaway pizza in Bristol or "affordable plumbing in Leeds", even a small budget can deliver a worthwhile return on investment (ROI).

Let's get into the heart of how you can get started and make PPC work for you!

What is PPC?

One of the modern marketing moguls, Neil Patel, defines pay per click (PPC) as a cost-effective digital marketing strategy that allows small businesses to place ads on search engine results pages.

The best part? You're only charged when somebody clicks on your ad, which is perfect as a small business owner.

It's fast. It's flexible. It puts you at the top of search results and allows location and demographic targeting. To put it bluntly, not investing in PPC ad campaigns means you're missing out on one of marketing's favourite ad channels.

Here's why it's even more ideal for small businesses.

Budget Control

You set limits daily so you're always in control. You can even set a maximum cost per click by utilising manual bidding strategies. But this is a complicated setup, and we would always recommend using a PPC agency for this.

Pay Only for Clicks

You only pay when somebody clicks. Saving cash on deceiving metrics like impressions. If you've got a good landing page to go with your ads, you'll only need a few clicks to generate a conversion.

Measurable Results

Monitor every single click. Every conversion. No guessing. Pay per click gives you massive amounts of data, so everything can be monitored and managed with ease.

Speed of Results

After the learning stage, PPC delivers traffic immediately, unlike SEO campaigns that have similar costs (read more on our SEO costs article) but take time to deliver results. Again, if you have a good landing page and AD health, it won't take long to get your first conversion.

Local Relevance for Small Businesses

Many small, local businesses don't have national reach. Does this matter? No. You can target postcodes and areas to reach relevant, local customers. For example, we provide PPC management in Bristol for small companies like Boatswain Joinery.

Proven PPC Results for Small Businesses

While marketing gurus and agencies will tell you to invest in PPC, the proof is also in the statistics. Time and time again, PPC proves successful.

Average ROI

According to Google Economic Impact, for every £1 spent on PPC, you can expect £2 in revenue. You can expect to make double your money when you invest in PPC correctly.

Interestingly, a study by smallbizgenius suggests that you can expect a return on investment (ROI) of up to 200%.

So, allocating some of your marketing budgets to PPC is a smart investment, and one you can expect to be highly effective when executed properly.

Conversion Rates

Enough of the ROI talk. What are the average conversion rates for PPC? According to Fit Small Business, the conversion rate is 2.35%.

On top of this, PPC visitors are far more likely to purchase compared to organic traffic. Elite IT Team claims it results in 50% more conversions.

So, somebody landing on your page from a paid ad is more likely to purchase your product than an organic visitor from SEO.

Real Success Story!

POD Shoes, a quality footwear brand, was frustrated. The issue? A Google Shopping campaign that fell flat on its face. But after applying our data-driven PPC strategy, things changed fast!

"We haven't looked back since. Nothing is too much trouble for them, with sales increasing very quickly from the start."

How to Start PPC with a Small Budget

Ready to get stuck into the wonderful world of PPC? Follow our mini guide:

Budgeting Carefully

• Start with a small amount. That's enough to test the waters.
• Allocate your budget according to your campaign (like 30% into long-tail keywords).

Keyword Research

• Begin broadly, "electrician Bath", "plumber Leeds".
• Add long-tail keywords "24-hour emergency plumber in Leeds". Why? Because these cost less and target better. This way, they can convert more.

Target Locations

• Target your audiences based on location to increase conversions.
• Select postcodes.
• Avoid wasteful clicks and impressions.

Choose the Right Keyword Types

• Broad keywords mean discovery; exact match keywords mean high intent.
• Add negative keywords or irrelevant terms to avoid wasting your ad money and get the most out of your investment.

Local Ad Copy

• Use location names ("Bristol", "Bath, "Leeds") in your ads. For example, "Do you need an emergency plumber in Bath? Available day and night. Call now!"
• Let AI help you generate some local AD copy. AI is known for being very effective at creating ad content. This said, avoid using AI on your website or landing page.

Killer Landing Pages

• Include a strong, clear call to action, optimised for mobile, with a loading speed of under 3 seconds.
• Headlines must match the ad copy.
• Pepper local testimonials and reviews across the page for social proof.

Clever Bidding Tactics

• DO NOT TOUCH your ad within the learning phase.
• Start with a manual cost-per-click (CPC) management to gain an understanding of the system.

Test, Test, and Test

• Review once every single week.
• Remove underperforming keywords.
• Boost successful keywords.
• Try A/B testing to trial what affects click-through rates (CTR).

Tips to Maximise Your PPC ROI

As a small business, you want to gain momentum from every penny you invest in your marketing. And why not? We get it.

Once you're running ads, use these top tips to snowball growth.

Use Responsive Search Ads (RSAs)

Responsive search ads are all the rage, and rightfully so. Google now lets you test several headlines and pick the best.

This marketing cheat code means you can test what works and get ahead of your competitors.

Ad Extensions

What do we mean by ad extensions?

Think location, like address and maps. Allow a phone call with one tap. Link to your site, pricing, testimonials, and social media.

High-Intent Keywords

This is where the money really is. Rather than "best running shoes", target "best long-distance running shoes" to drive user intent through the roof!

People who search for such specific keywords know what they want, and they want it now.

You must take advantage of this.

Stay on Top of Negative Keywords

Remember those annoying negative keywords we mentioned? Stay on top of these. Removing negative keywords can help you avoid paying for wasteful clicks.

Calculate ROI. Keep Improving.

Use software or use this simple calculation: revenue ÷ ad spend.

For example, if you're earning £6,000 per month from a £2,000 ad spend, your return on ad spend (ROAS) is 300%.

Always keep profit in mind. Don't let vanity metrics distract you.

Small Business PPC Case Studies

Pinpoint Foot Measurement, a small online footwear retailer, recognised the potential for paid Google ads, but didn't know where to start.

After reaching out to us, we carefully explained the process and kickstarted the campaign. After carefully targeting a key demographic, the results were considerable.

Here is what they said:

"We have been using CreateTheWeb to drive our online campaign and engage the public with a revolutionary new method for measuring children's feet. We realised early on that we simply did not have the necessary expertise to manage online marketing on our own. Luckily, Otis, Luke and the team have been fantastic, guiding us through the world of "impressions" and "click-throughs," homing in quickly on our key market demographic to deliver growth. An excellent service. I would recommend them!

Similarly, Little Helium Heads, a handmade personalised balloon service in Bristol, saw great results after our tailored PPC campaign:

"Wow, super impressed with the service Otis and Luke have provided my business. They are amazing at what they do, and I would never go elsewhere for my marketing and advertising needs. You are in safe hands with them, and they consistently go above and beyond for you. Thanks again, gentlemen."

As a results-driven agency, we get a kick out of helping small, local businesses realise they can take advantage of PPC and make a profit, no matter the company size.

Is PPC Right for Your Small Business?

Do you need fast results? Do you have a small budget? Only offer your products or services locally? Want to scale?

If you answered yes to most of these questions, then it's a yes, PPC is right for your small business, and the sooner you get started, the sooner you'll see results.

PPC might be your main channel for growth.

Why Choose CreateTheWeb for Small Business PPC

When it comes to PPC management for small businesses across the UK, we're experts.

With over a decade of deep experience helping small businesses with PPC management in Bristol, Bath, and Leeds, we understand your local audience to a tee.

CreateTheWeb builds campaigns to fit your budget and selects the best keywords and phrases for your niche and location.

• Local Expertise, We identify what Bristol customers search for, what makes Bath residents click, and how to make Leeds locals convert into customers.
• ROI, Our PPC campaign is built to get the best bang for your buck. We track every penny so that you're always making as much profit as possible.
• The Lot, We offer keyword research, ad copy, landing page services, tracking, and reporting to create a one-stop shop marketing campaign for your business.
• Scalable, Even if you're a small business, our PPC campaign strategy grows with you. You increase profits and scale your business.

Start a PPC Campaign for Your Small Business

So, is PPC suitable for small businesses? Yes. We've proved it over and over again. Read more about how we helped small businesses in Bath with marketing campaign.

Ready to leave the confusion behind? Don't suffer in silence. Our strategy suits startups, local businesses, and big brand names.