3 Signs That Your Pay-Per-Click Ads Are Not Working

Pay-per-click (PPC) advertising campaigns don’t always work out the way you want them to. Many start with a bang and slowly fizzle out to failure within a few weeks. The reality is most companies don’t know how to set up and manage an effective PPC campaign correctly. 

Like any other ad campaign, PPC advertising needs a proper strategy and thorough approach to be successful. If you’re worried that your campaign isn’t working, here are some signs to look out for:

1. Your PPC Campaign Is Too Costly

One of the most prominent signs that your PPC campaign might require immediate attention, if not a complete overhaul, is if it’s getting too costly. If you’re spending more on Google AdWords than you are on actual sales, then you may have a problem. 

It’s easy to get carried away with cost-per-click and to get careless, but if your overall cost-per-sale is higher than the amount you paid for the clicks, then you’re just losing money—and that’s never a good thing.

How You Can Fix It:

Reevaluate your keyword and ad targeting. Take a look at which keywords and ads are performing the worst, and then remove them from your campaign. Change your ads to increase your conversion rate, and then use the keyword data collected to reanalyze your keyword targeting. 

2. You Have a Low Conversion Rate

A high click-through rate is great and all, but if people aren’t converting after they click on an ad, then your PPC campaign is not working. If you’re getting a lot of clicks but not a lot of conversions, you need to reevaluate your campaign.

You can have the best landing page globally, but if your landing page is not relevant to the keywords your ad targets, your conversion rate will be low. Remember, getting a high click-through rate does not mean your PPC Campaign is working!

How You Can Fix It:

Make sure your landing page is relevant to your ad copy and vice versa. Try using the conversion rate optimization (CRO) method to improve your landing page. This refers to the process of strengthening your site through content enhancement, split testing, or workflow improvements to increase the number of its generated leads and conversions.

3. Your Leads Are Not Responsive to Your Landing Page

When it comes to your PPC campaign, the ultimate goal is to get your PPC leads to buy something from your landing page. If people are landing on your landing page and not doing anything, then your PPC campaign isn’t working.

In other words, your landing page is failing to convert. If your landing page fails to convert, you should either fix your landing page or change your entire PPC campaign.

How You Can Fix It:

Make sure that your landing page captures the attention of your visitors to make them want to buy something right away. Try out different landing pages through A/B testing to see which ones work best to get your PPC leads to convert.


PPC campaigns can be quite effective if done right. However, PPC marketing and advertising campaigns are not for everyone. In fact, if you’re not careful, you could end up spending thousands of dollars and getting nowhere fast. PPC marketing is a strategy that isn’t for the faint of heart and is only for those who know how to do it right. The good news is most of these issues can be fixed. Most of it requires tweaking, adjusting, and analyzing your campaign to get it working again.

Are you a business in need of PPC services in Durham? Analytics & Beyond Marketing can help you create paid ads that generate results. We serve selected areas around Canada and the US. Connect with us now to know how we can help you. 


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