Want to get more eyes on your business quickly? The smartest and fastest way to help you make it happen is through PPC advertising. Whether you’re a small business owner, a freelancer, or just getting started with digital marketing, this easy-to-follow guide will show you exactly how to build your PPC advertising plan from scratch.
PPC can give fast results, but only if you plan it properly. Without a clear strategy, you could end up wasting money and missing your goals.
In this post, we’ll break down every step you need to take to launch a PPC campaign that works even if you’ve never done it before.
What is PPC Advertising?
PPC stands for Pay-Per-Click, where you pay only for actual clicks on your ads. It’s used on platforms like:
- Google Ads (Search, Display, YouTube)
- Facebook and Instagram Ads (Meta)
- LinkedIn Ads
- Bing Ads
PPC works by targeting people based on what they search for, what they like, or who they are. It’s a great way to get more traffic, more leads, and more sales fast, without waiting months for results like you would with SEO.
Why You Need a PPC Advertising Plan
Running PPC ads without a clear plan means you’re likely making decisions based on guesswork. You might hit the target by luck, but chances are, you’ll miss.
When you build your PPC advertising plan from scratch, you:
- Spend your money wisely
- Focus on clear goals
- Know who you’re targeting
- Track your results and improve them over time
Even if you’re brand new to online advertising, having a plan gives you a better chance of success.
Step 1: Set Clear PPC Goals
The first and most important step is knowing what you want to achieve.
Ask yourself:
- Do I want visitors to my website?
- Am I looking for people to sign up for my newsletter or download a free guide?
- Do I want to increase sales from my online store?
- Is my aim to get my brand seen by a wider audience?
Once you know your goal, make it SMART:
- Specific – Know exactly what you want.
- Measurable – To make improvements, you need to track your data.
- Achievable – Make sure it’s possible.
- Realistic – Don’t overpromise results.
- Time-bound – Set a deadline.
Example goal: “Get 50 new leads from Google Ads in the next 30 days.”
Step 2: Know Your Audience
You can’t sell to everyone. First, figure out who’s most likely to buy from you or use your service.
Think about:
- Age, gender, and location
- What challenges are they facing that your product or service can help overcome?
- Where they spend their time online (Are they on Facebook, LinkedIn, or searching on Google?)
- What type of device they use (phone or computer)
Create a customer profile, sometimes called a buyer persona. This helps you write better ad copy, choose the right keywords, and target the best platforms.
Step 3: Choose the Right PPC Platforms
There are many PPC platforms. Pick the one that you think your audience spends the most time on and that fits your campaign goals best.
Here’s a quick breakdown:
- Google Search Ads – These show up when users actively search on Google.
- Google Display Ads – Visual banner ads that appear across a wide network of websites to boost brand visibility.
- Facebook and Instagram Ads – Great for eye-catching visuals and reaching people based on their likes and interests.
- LinkedIn Ads – Perfect for B2B (business-to-business) advertising.
- YouTube Ads – Good for video marketing and reaching a younger audience.
Start small. Choose one or two platforms to begin with and grow from there.
Step 4: Set Your Budget
A large budget isn’t necessary to begin; starting small can still deliver solid results. Even $10 to $20 per day can bring in good results with the right targeting.
Here’s how to plan your PPC budget:
- Decide on a monthly budget you’re comfortable investing in – Start with a figure that aligns with your goals and overall marketing budget.
- Look into your industry’s typical cost-per-click (CPC) – CPC rates can vary a lot, so understanding the average in your niche helps you set realistic expectations.
- Think about what you’re aiming for – how many leads or sales are you hoping to get?
Don’t forget to set a daily spending cap in your ad account to keep your budget on track.
Step 5: Do Keyword Research
If you’re running ads on Google Search, keywords are key.
Keyword research means finding the exact words and phrases your audience types into Google.
Use free tools like:
- Google Keyword Planner
- Ubersuggest
- SEMrush (limited free version)
- Ahrefs (for deeper research)
Look for:
- Relevant keywords that match your business
- Long-tail keywords like “affordable personal trainer in Sydney”
- Low competition keywords that still get decent traffic
Also, use negative keywords, words you don’t want your ad to show up for. For example, if you sell premium products, you might want to block searches with “free” or “cheap.”
Step 6: Write Strong Ad Copy
Your ad copy is the message people see. It needs to catch their attention and make them want to click.
A good ad copy should:
- Grab attention with a strong headline
- Solve a problem your customer has
- Highlight benefits, not just features
- Have a clear CTA (Call to Action) like “Shop Now” or “Book Today”
Example:
“Need a Local Electrician in Brisbane? Call Today for Quick, Trusted Service – No Call-Out Charges!”
Tips:
- Use numbers (e.g., “30% Off Today”)
- Keep it short and punchy
- Match your copy to the keyword you’re targeting
Step 7: Create Landing Pages That Convert
Never send ad clicks to your homepage. Instead, send people to a landing page designed just for that ad.
A good landing page should:
- Match the ad message (same offer, same wording)
- Load fast, especially on phones
- Have one clear call-to-action, like a form or “Buy Now” button
- Make it simple to read by using bullet points and clear, bold headings.
Example: If your ad offers a free quote, your landing page should have a simple form to request a quote, not a page full of unrelated content.
Step 8: Track Your Results and Improve
Once your ad is live, your job isn’t done. You need to watch the numbers and improve over time.
Track important metrics like:
- Click-Through Rate (CTR) – How many people click your ad
- Conversion Rate – How many take action (buy, sign up, etc)
- Cost Per Click (CPC) – How much each click costs
- Return on Ad Spend (ROAS) – How much you earn back
Use tools like:
- Google Ads Manager
- Meta Ads Manager
- Google Analytics
Don’t be afraid to:
- Test different headlines, images, or offers
- Pause underperforming ads
- Try new keywords or audience groups
PPC is all about testing and learning.
Helpful Tools for PPC Beginners
Here are a few tools to make your PPC journey easier:
- Canva – Make stunning ad graphics for free
- Google Ads Editor – Manage your ads offline
- Meta Business Suite – Manage and monitor your Facebook and Instagram ad campaigns in one place.
- Hotjar – See how people behave on your landing page
- Google Tag Manager – Track clicks, leads, and more
Common PPC Mistakes to Avoid
When building your PPC advertising plan from scratch, steer clear of these common traps:
- Running the same ad forever without testing new ideas
- Ignoring mobile users
- Sending people to unrelated or cluttered pages
- Forgetting to add negative keywords
- Giving up after one campaign
PPC takes time and testing. Don’t give up too soon!
Conclusion
Now you know how to build your PPC advertising plan from scratch with confidence. By following these eight steps setting goals, knowing your audience, choosing platforms, setting your budget, doing keyword research, writing strong ads, building great landing pages, and tracking results you’ll have a solid plan in place.
PPC can be one of the fastest and most effective ways to grow your business online. Just start small, test often, and keep learning.