The Most Common Mistake Businesses Make With Pay Per Click

Thomas Green here with Ethical Marketing Service. Today I would like to talk to you about the most common mistake businesses make with pay per click.

Imagine for a moment, you finish work for the day and after your journey home (excluding COVID for a moment). You put your key in your door and as you go to unlock it. The key breaks off in the door. There is no one home, you don’t have a key under a mat anywhere and you can’t get in. It’s getting a bit late and you look at your phone to see who you can call. You notice your battery is running extremely low.

You do a quick search for a locksmith and one ad shows for a local locksmith. The organic results don’t appear to be that relevant.

On a scale of 1-10, how good is that prospect?

The contrast to this example is and take a good look at me before I share it. I am browsing the web and I see an ad. The image is the highest quality you can imagine and it’s obvious they have spent some money on it. The copy is formulaic so they have a great headline, they are providing a guarantee for their product. And they have a great call to action, they also have some believable testimonials. The product they are marketing is shampoo for your dreadlocks. 

On a scale of 1-10, how good of a prospect am I to them?

I refer to this principle as step 1 and I often ask the business owners I intend to work with. Are you getting step 1 right?

Are your ads appearing to people who actually have the potential to be a client of yours?

Many PPC accounts that come to us to improve, have had lots of features added. Done lots of tests, they are using the media well. But it doesn’t matter because their ads are not in front of people who will buy their products.

This is sometimes referred to as intent. If we come back to the first example for a moment, the ad could be very basic (maybe a “this is what we do” ad). The on site copy could be quite vanilla. But providing you as a business are in front of the right person at the right time, it can be the case that it doesn’t matter.

In my example, never have I ever needed shampoo for my non existent dreadlocks. I would put money on that being the case for at least the next few days.

It really doesn’t matter how good their marketing is. What they do from within the Pay Per Click account and it doesn’t matter how good their website is. If they aren’t getting in front of prospects, they won’t make any sales.

With Google Ads, this might be your keywords and your search terms and with Social PPC, this might be your targeting. This is step 1 and it’s incredibly important, so be sure that whoever is working on your account, is getting step 1 right, before they start using the other features.

Once you get step 1 right, then you can start testing the other cool things you can do to increase that response.

I hope that’s helped you, if you need any assistance with your Pay Per Click. Visit us at and I’ll speak to you soon.