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PPC Advertising

My Project Goal

The goal of this project was to design and manage high-performing pay-per-click (PPC) ad campaigns that generated qualified leads, improved sales, and drove traffic to conversion-focused landing pages. By targeting high-intent, bottom-of-the-funnel (BOF) keywords and audiences, the objective was to deliver measurable ROI while optimizing ad spend across Google Search and LinkedIn campaigns.

Process

I developed and managed PPC campaigns using a strategic, data-driven approach

Keyword Research

Conducted in-depth research using SEMrush and Google Keyword Planner to identify high-intent keywords for both broad and niche search terms. Mapped keywords to specific stages of the buyer’s journey, ensuring campaigns targeted bottom-of-the-funnel users ready to convert while excluding irrelevant or low-quality search terms through negative keywords.

Campaign Creation

Structured campaigns into ad groups based on themes, services, and search intent to maintain tight targeting and improve Quality Scores. Set up location-based targeting to reach decision-makers in key service areas, and scheduled ads for peak performance times based on audience engagement data.

Ad Copy & Testing

Wrote multiple ad variations for each ad group, focusing on compelling headlines, clear value propositions, and strong CTAs to maximize click-through rates. Conducted A/B testing on headlines, descriptions, and display URLs to find the best-performing combinations while adhering to Google’s Responsive Search Ads format for optimal performance.

Landing Page Development

Designed over 20 dedicated landing pages tailored to each ad campaign using WordPress. Pages were built with mobile-first principles, fast loading times, and conversion-focused layouts featuring CTAs above the fold, minimal distractions, and concise lead forms. 

Tracking & Management

Installed GA4 conversion tracking, set up event goals, and refined targeting based on real-time performance data to improve ROI. Monitored daily ad spend, cost-per-click (CPC), and conversion costs to allocate budget toward top-performing campaigns.

Results

Google Ads Campaign #1

9.05%

Click Thru Rate (CTR)

$0.40

Cost Per Click (CPC)

9.35%

Conversion Rate

Highest

Quarterly Profit in Part Sales

Google Ads Campaign #2

9.15%

Click Thru Rate (CTR)

$4.53

Cost Per Click (CPC)

13%

Conversion Rate

8 MQLs

Leads for Teflon Coating Service

Google Ads Campaign #3

7.42%

Click Thru Rate (CTR)

$7.11

Cost Per Click (CPC)

1.1k

Impressions

1190%

Return on Investment (ROI)

LinkedIn Spotlight Campaign

2.6%

Click Thru Rate (CTR)

$1.05

Cost Per Click (CPC)

6400

Senior Level Members Reached

Tools

Ad Platforms

  • Google Search Ads

  • LinkedIn Spotlight Ads

Analytics

  • Google Analytics 4

  • Google Tag Manager

Keyword Research

  • SEMRush

  • Google Keyword Planner

  • ChatGPT

Landing Page Creation

  • WordPress

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