How to run PPC ads on a budget and still make profit

A tight budget combined with the pressing need to find more customers to support the initial investment and plans for growth can be crushing for SMBs (Small and Medium-sized Businesses) everywhere. 

However, you only need a good product and a solid marketing strategy to put your mark on the map and get customer’s attention. The product is completely within your control, and the marketing strategy can be designed to follow the strict needs of a small business by using tools like Google Ads in a Pay-Per-Click system. 

In fact, Google Ads is a highly efficient marketing tool that allows everyone to grow. According to the Google Economic Impact Report, for every $1 spent on Google Ads, businesses earn average revenue of $2, which is a pretty good deal (also why big companies still pour funds into this type of advertising). 

The main reason behind PPC ads’ popularity is that you can set the campaign(s) to strictly follow your budget. However, it can be a bit confusing for beginners, so here are a few tips and tricks from some of the most successful entrepreneurs who have used PPC to grow their businesses.

Set actionable and quantifiable goals

Saying “I want to increase sales” or “I want to bring more visitors to my page” may sound like a solid goal but it is misleading. In order to measure the effectiveness of your campaign and calculate your budget, you need actionable, quantifiable goals with a timeline. 

Here are a few examples of solid PPC goals:

  • Acquire 100 new visitors per month within the next 25 days
  • Get 50 new paying customers within the next 60 days with an approximate budget of $50 per customer
  • Get 1000 new followers on social media within the next 30 days
  • Get 10,000 new impressions in the next month and use the report to get new business partners

As you can see, the goals mentioned above are well-set in time and have limitations that are easy to understand and visualize. So, if your goals feel vague or unattainable, it’s best to use a SMART framework to make them clear and actionable. 

Use a management software tool

Small campaigns, that only run for a few months can be managed manually or with the help of an Excel sheet. However, even this type of PPC management is time-consuming and inefficient. 

The best way to manage multiple campaigns and keep track of spending is with the help of a PPC management software tool that allows you to set several automated tasks. This way, you can check in with the campaign once in a while without worrying your budget will be spent all in one go. 

For more on this, make sure to check’s guide to the best PPC management software – it is a valuable resource for anyone trying to find the best tools for their campaigns.

Niche approach

In marketing, you have to know how to pick your battles. If you go all out on the first try wanting to win the war and get all the spoils, your campaign will go unnoticed. To put it in easy-to-understand terms, if you want to get all the customers you can get, your page has all the chances to end up in the 10+ page of Google because your campaign lacks specificity and both Google and customers can’t tell what you’re selling or trying to accomplish. 

However, regardless of how hard you try to get organic traffic (via SEO tactics), it’s difficult to battle with the big brands and their huge marketing budgets. SEO takes time and constant efforts to bring results (on a small budget), but luckily, PPC ads can help. Since you are paying, you can choose difficult-to-reach keywords that fit your campaign.

This way, you don’t have to pour content into your page to climb the SERPs. Your ad will be displayed at the very beginning of the first page in Google, according to your specifications! 

Could PPC be right for you?

PPC is a great help for SMBs as it produces immediate results and increases visibility. However, the benefits only last during the time the campaign is active, which is why it’s best to explore other methods of digital marketing to increase brand awareness and boost sales.

Photo by Maxim Ilyahov