r/PPC

Good afternoon, everyone.

We’re a web development company, and we decided to try running an ad campaign targeting our local region. We’re based in Ukraine, so the ads are currently only being shown there.

We’ve had 3 conversions, with a budget of about $50 spent. But none of these 3 leads can be qualified, or even reached by phone.

I understand that the budget is too small to draw conclusions, but I’m curious to know: what is the typical click-to-lead ratio for website development services?

Maybe we should target Europe, since the prices and quality of our solutions would look very attractive to our clients there.

this might be controversial here but I think a lot of B2B PPC people are setting themselves up for failure by positioning paid as a direct lead gen channel when it's quietly become something else entirely and the sooner we admit that the better our results get.

I used to measure everything on cost per demo request, that was the number my clients cared about and the number I optimized for, and for a while it worked great but over the last year or so I noticed a pattern across basically all my B2B accounts where the raw lead numbers looked fine but sales kept coming back saying the quality was declining, more tire-kickers, more people who filled out a form with no real intent, more "just researching" responses on discovery calls.

I spent months trying to fix this with better targeting and tighter audiences and negative keywords and landing page changes and none of it moved the needle meaningfully because the problem wasn't my campaigns the problem was my framework.

the shift that changed everything was when I stopped trying to make google ads do the whole job and started thinking about it as one piece of a larger system.

what I do now for B2B clients is treat paid as the awareness and trust layer, someone sees our ads, maybe clicks maybe doesn't, visits the site, reads some content, and now they know we exist and have a vague sense of what we do, then the sales team picks up the people who showed intent through that journey and reaches out directly through whatever outbound tools they're running, some of them are on outreach or salesloft, one client uses fuseai and apollo, doesn't really matter, the point is that paid warms the ground and outbound harvests it.

the results since reframing it this way have been night and day, not because the ads changed but because the expectation changed, I'm no longer promising my clients that google ads will directly produce ready to buy leads at the bottom of the funnel, I'm telling them that paid creates the conditions for their sales team to have warmer conversations and shorter cycles and then we measure whether the people sales is closing had previous ad touchpoints.

almost all of them do

the conversation with clients went from "why are these leads garbage" to "our sales team says the prospects they're reaching out to already know who we are and the conversations are starting from a completely different place" which is a way better conversation to be having.

I think the fundamental mistake most B2B PPC managers make is treating google ads like it's an ecommerce channel where someone searches clicks buys done, and then being confused when that doesn't happen in a space where the average deal takes 3 months to close and involves 4 decision makers.

how are other B2B PPC people here thinking about the relationship between paid and outbound because I feel like this is the conversation our industry needs to be having.

I was wondering what’s the best way to setup Instagram ads?

I created a carousel for my products, and tagged each photo with the product on Instagram shop. Now, I’m wondering if I should boost the ad for my website, or if I should boost to drive purchases?

Also, for audience signal, I’m not sure if I want to use audience+ or if I should manually set it with no interests.

Thank you

Hello PPCers

i'm running google ads campaigns for a fragrance company, here the strategy we have is to push more the small bottles of 30/50 ml rather than 100 ml (without excluding big formats)

what can be the best solution here to push more the small format so it will be shown first ?

because the small format have a lower price and potentially push people to buy since the price is cheaper than the bigger format 100/200 ?

google keeps pushing broad match hard and I keep resisting. but I saw someone mention getting around $2k/month better results with it. anyone here actually switched fully and not regretted it?

I'm a Shopify developer building a diagnostic tool for Google Merchant Center issues, and I've been digging deep into the most common disapproval reasons for Shopify stores.

What I keep seeing in forums, support threads, and the Shopify subreddit:

• Missing GTIN/barcode is the #1 killer, especially for EU stores where EAN is mandatory for branded products
• Price mismatches after running a sale in Shopify — GMC still shows the old price
• Shopify thumbnails getting rejected for being too small instead of pulling the original image
• Missing brand because the Shopify "vendor" field is empty

The part that frustrates me most: Google's own error messages are basically useless. "Item disapproved: missing required attribute [gtin]" tells you nothing about how to actually fix it in Shopify.

So my question for anyone running Google Shopping on Shopify: how are you handling this? Do you manually go through every disapproved product, or is there a workflow that actually scales?

I'm building a tool that explains these errors in plain language and auto-fixes what it can. Still early — if anyone wants a free audit of their GMC account while I'm testing, DM me. No strings attached, just trying to learn what the real pain points are.

Google local service adds has charged me over £10,000 in fake spam adds that it said would be credit at the end of the month,.. Now the end of the month has come and gone and we are 6 days in the the new month the amount saying it is going to credit next month has gone down but credits not added. I need help this is so stressfull

Hi everyone,

​I’m currently managing the performance marketing strategy (exclusively on Meta Ads) for a telecommunications agency in Greece. We focus on lead generation to fuel a sales team closing mobile and fixed-line contracts via phone.

​Current Campaign Structure & Performance:

​Platform: Meta Ads (Facebook & Instagram) only.

​Campaign Objective: Lead Generation using Instant Forms.

​Monthly Rotation: 2-3 campaigns (1 for Mobile, 1 for Fixed-line, and 1 Lookalike/Broad).

​Daily Budget: €50 (Total).

​KPIs: Average CPL is currently around €1.40 in the Greek market.

​Looking for Insights on:

​Benchmarking: For the Greek Telco niche, is a €1.40 CPL considered efficient, or is there significant room for improvement?

​Creative & Strategy: I’ve hit a plateau with my current ideas. Are there specific creative angles or Meta-specific features (e.g., Advantage+ Lead Ads) that have worked for you in lowering CPL without hurting lead quality?

​Full-Funnel vs. Direct-to-Lead: I’m personally skeptical about running Awareness/Traffic campaigns for this niche. I prefer sticking to a "Direct Response" lead gen approach. Is a "Leads-only" strategy the right move, or am I missing out by not warming up the pixel with top-of-funnel content?

​I'd love to hear from anyone with experience in high-volume Lead Gen on Meta.

Hello all,

I have been looking through this sub for a bit and wanted to float my situation out there and see if I can get any feedback on angles I have not explored yet before I cut off Google Ads for my small business.

Basically my situation is I run a dumpster rental company in Florida. I had experience in the past with running Google ads for a large national chain and always saw great results so I wanted to extend this to my business.

I’ve been running Search campaigns, PMAX, Max Clicks, Manual CPC, Max Conversions, Max Conversion value etc to find what strategy works best for my business and seemingly none of them get any conversions.

I run tight phrase match and exact match keywords, tight geo targeting of my service area, presence only. CPC in my area for these keywords range from $8-$22. I’ve run a bid limit of $15 max cpc. I have dedicated ad groups for different services and dedicated landing pages for the ads.

Landing pages are optimized, have good technical SEO, clear CTA and trust signals above the fold. Super clean concise and my search terms are exactly what I want them to be. I’m averaging around 100 impressions per day with around 8-9 clicks. 0 conversions. And it’s been this way for months. I’ve triple checked conversion tracking (I use tag manager and manual events) and can trigger conversions when testing the ads myself. I may see 3-4 conversions per month on $1500 in spend which is losing money every month.

I’ve hired two different paid ad agencies, both at different monthly management rates (one cheaper one expensive) and neither can produce any results beyond what I can do myself (which is close to nothing lol).

So basically I feel like the campaign is dialed in, the keywords are correct, the ads are unique and full of images, site links, CTAs, location etc. the landing pages are matching intent and are optimized and easy to use to call, fill out a form or book online. The search terms are what I want them to be. The budget is $70 a day which I feel should get me around 6-7 clicks per day. I would expect at least 1-2 conversions per week or more right? The clicks are there, I just don’t get the conversions or sales on them.

Is this just not a viable platform for this business in my area with my budget or am I missing something?

Thanks so much for the help.

I’m currently employed as a marketing manager and have worked as a B2B “everything guy” for 10 years.

I’d like to niche down and become highly experienced in a singular field. Over the past decade, I’ve learnt that I’m most interested in PPC, Google Ads specifically.

I’m already basic/intermediate here. I have hands on experience, achieving a decent ROI, with tracking set up, etc.

Long term, I’d like to freelance in this field as a side/potentially full time gig.

I would like some advice from those that have already done this, and, what courses would you recommend? I am part of CIM at member level, so I’ll probably start there in terms of formal training.

It’s basically an AI Google PPC manager and it appears to actually work…. And work well.

What do we think? Is this the end? Or is this just another thing we’ll need to adapt to? Or something in between?