The foundation of a successful PPC campaign is understanding how it works. Google Ads operates on a bidding system where businesses bid on specific keywords relevant to their products or services. When a user searches for those keywords, the ads appear at the top or bottom of the search results, and the advertiser pays each time someone clicks on the ad. This means businesses are only paying for actual visitors to their website, making it a cost-effective approach when used correctly.
For SMBs, it’s essential to focus on targeting high-intent keywords—those that indicate a user is ready to take action, whether that’s making a purchase or filling out an enquiry form. Broad terms like “plumbing services” may drive a lot of traffic, but a more specific phrase like “emergency plumbing services in Manchester” will likely generate more qualified leads. These users are actively searching for a solution to an immediate problem, making them more likely to convert.
In addition to choosing the right keywords, SMBs can use geo-targeting to focus their ads on specific locations. This feature is particularly useful for businesses with a local customer base, such as restaurants, hair salons, or local service providers. This prevents wasted spend on people who are too far away to use the service and ensures that the business is focusing on local customers who are more likely to enquire or visit.
At Active Internet Marketing (UK), we understand the specific needs of small and medium-sized businesses because we’ve been working with them since 2010. As a digital agency based in Stamford, Lincolnshire, we have a talented in-house team of PPC specialists.
What sets us apart from other agencies is our deep expertise in all things digital. We don’t just build websites or run isolated campaigns – we create digital experiences that are fully aligned with your business goals. Whether that's optimising your site for Google Ads traffic, improving user journeys for better lead generation, or enhancing functionality to ensure ease of use, our team delivers bespoke solutions designed to convert visitors into leads and enquiries.
As a local business ourselves, we take a highly personal approach with each of our clients. We understand that no two businesses are the same, which is why we take the time to get to know your brand, your market, and your customers. This allows us to develop highly customised PPC and web strategies that are not only targeted but also highly effective in generating the enquiries and leads that matter to your business.
We pride ourselves on transparency and delivering measurable results. We’ll keep you informed every step of the way, whether it's about the performance of your PPC campaigns or updates on your website’s progress. Our commitment to data-driven strategies means we’re always looking for ways to improve your campaigns and maximise your return on investment.
The difference is that search ads appear in Google search results when users search for specific keywords, while display ads appear on websites within the Google Display Network, often in banner format. When budgeting for PPC the variables can depend on your goals, industry, and competition. As a good rule of thumb, start with a manageable budget, monitor performance, and adjust as needed.
If you want to go into more detail about the different PPC options then by all means fill out the form above and we can give you a call!
Yes, of course! Google Ads allows you to target specific demographics, interests, and locations, helping you reach your ideal customers. This can all be specified in their settings and categorisation tabs.
A quality score is a metric that Google uses to determine the relevance and quality of your ads, keywords, and landing pages….Think of it as traffic light system as to whether your utilising best practices when developing a campaign.
A higher Quality Score can lead to lower costs and better ad placements – So well worth understanding!
Absolutely. Active Internet Marketing has a wide range of expertese where we can take you PPC marketing to the next level. This can vary from smaller, niche, targeted campaigns to larger capture campaigns. Whatever your business may need we are here to help maximise your financial strategy online.
