7 Secrets to More Budget-Friendly and Cost-Effective PPC Campaigns

As a smart business owner, you’d certainly want to find ways to minimise your daily expenses. After all, fewer expenses mean more revenues. This is why if you’re using Google Ads or other PPC (pay-per-click) platforms to promote your brand or business online, you should find ways to save money. 

If you’re wondering how you can boost the effectiveness of your PPC campaigns without going over your marketing budget, wonder no more. Today, we’re going to discuss how you can optimise your ads whilst saving money at the same time. 


How to Save Money When Running a PPC Campaign

Here are a few strategies you should consider so you can run cost-effective PPC campaigns. 


1. Create better ad content

Your quality score is a key metric you should focus on when running Google Ads (or other PPC ads for that matter). It measures the quality and relevance of your keywords and ads. It is also used to determine your cost per click (CPC) and it influences the placement of your ads on search engine result pages or SERPs. 

To raise your ads’ quality score and, therefore, make them more cost-effective, you should write better ad content. You can start by using relevant keywords in the headlines, body, and even in the display URL. Also, make sure that your headlines are catchy. Because they are the first thing your target audience sees when viewing your ads, they should have the ability to grab people’s attention in one glance. 


2. Take advantage of ad extensions

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To save more money, make the most of dozens of ad extensions available on Google Ads. Regardless of your industry or the kind of products/services you offer, there are several extensions you can utilise to boost the effectiveness of your ads. What’s more, they provide additional information about your business, thus, giving your target market more reasons to choose you. 

For example, the Location Extension lets users view your shop front address and hours of operation on your Google Ads. It is particularly useful if your goal is to attract more foot traffic to your shop. There’s also the Price Extension, which shows the price of your goods/services directly on your ads. 


3. Set the correct geolocation settings

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Google Ads’ geolocation settings are amongst the platform’s coolest features. However, not many marketers and businesses use them properly. Some even don’t use them at all. 

What makes the geolocation settings handy and impressive is that they allow you to display your ads only on certain locations or within a specific distance of your business. Not only do they help you reduce your expenses, but they also help boost the relevance of your ads, especially if you’re targeting a segment of your audience according to their address. 


4. Target new keywords

To save money, most advertisers reduce their spending or lower their bids. However, there is a better alternative to these strategies if you want to run more cost-effective PPC campaigns. Instead of bidding lower than usual, what you can do is target new keywords. 

We strongly advise, identifying new keyword niches and long-tail keywords that you can go after can significantly improve your click-through rates (CTR). This, in turn, improves your quality score, which reduces your costs. 


5. Optimise for mobile

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Data compiled by Statista.com showed that mobile internet accounts for more than 50% of the total global online traffic. As more and more people are accessing the internet through smartphones and tablets, it makes perfect sense that your PPC ads are also optimised for mobile devices. 

Ensure that your device targeting settings are on your list of account optimisations. Also, don’t forget to check your bids. Mobile CPCs are becoming more expensive than before due to an increase in mobile traffic and competition. As such, carefully consider your mobile bidding strategy to ensure that you’re not losing money. 


6. Avoid overly broad matches

Overly broad keyword matches can put a huge dent on your PPC budget. To avoid wasting money, you should refine your match type settings to ensure that your ads are not showing up for generic keyword searches. Also, keep in mind that there are keywords that are naturally more competitive and expensive than others so check that you’re not wasting money by using them when you don’t have to. 


7. Consider call-only campaigns

If the goal of your PPC campaign is to attract more phone calls, why don’t you consider doing away with your landing pages? Instead of sending users to a landing page after clicking your ads, you can just let them call your business directly from your ads. This way, you can streamline your conversion funnel and enjoy more cost-effective PPC campaigns. 



There’s nothing wrong with wanting to save money when running PPC ads. Believe it or not, even veteran marketers and highly experienced advertisers do it. Therefore, if you want to make your ads more effective and budget-friendly, be sure to follow the tips discussed above. 

If you need help managing a cost-effective and successful Google Ads campaign, we’re more than happy to assist you. Contact us at Springhill Marketing today and get results that can help you achieve your business goals.


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