Many marketers think that managing PPC campaigns is simple, thanks to Google Ads tutorials. They set up a campaign, throw in a few ads, and include some keywords in their strategy. This might work sometimes, but not always.
An Award-winning Manchester PPC agency can weave together data, creativity, and business goals into something that drives meaningful results. If you’ve ever looked at such an agency and thought, “What do they know that I don’t?” this article is for you. Keep reading.
Intent
When most people start with PPC, the first instinct is to dive into keywords. Makes sense, right? After all, that’s what drives search ads. But here’s the catch: keywords aren’t all the same. You might bid on “buy shoes online” and think you’ve hit the jackpot, but if the person typing that is just browsing for inspiration, you’re paying for curiosity clicks.
An award-winning PPC strategy goes deeper. It looks at intent. What does the person behind the search actually want? Are they researching, comparing, or ready to buy? If you can map your keywords to different stages of intent, you’ll stop wasting money on broad, aimless clicks and start attracting people who are genuinely ready to act.
An Ad Copy that Speaks
A lot of ad copy nowadays sounds… robotic. You know the type: “Best Shoes Online | Free Delivery | Buy Now.” It checks boxes, but does it really make you want to click? Probably not.
What sets an award-winning PPC strategy apart is the ability to write ads that actually resonate with humans. Think about it—you’ve got maybe 90 characters to grab someone’s attention. You can’t afford to sound like everyone else. Instead of stuffing in keywords like a checklist, you should be writing like you’re speaking directly to the searcher. What problem are they facing? What emotion are they feeling? What’s the reason they should click on your ad instead of the ten others on the page?
People don’t remember generic promises. They remember ads that connect with their situation. And when your ad copy consistently speaks to real people, not just algorithms, your CTR will skyrocket.
Landing Pages That Don’t Let You Down
The best ad in the world can’t save a bad landing page. You can get the clicks, you can attract the right people, but if they land on a page that feels messy, confusing, or irrelevant, they’ll bounce in seconds. And you’ll be left scratching your head, wondering where it all went wrong.
An award-winning PPC strategy never stops at the ad. It follows through to the landing page experience. If your ad promised a free consultation, your landing page should immediately reinforce that message, not make people dig through generic copy. It also means design that guides, not distracts. Clear headlines, simple forms, and a single, focused call-to-action can be far more powerful than a flashy page crammed with information.
Wrapping It Up
At the end of the day, building an award-winning PPC strategy requires you to be clear about intent, messaging, experience, data, and alignment. It’s about seeing PPC not as a set of ads, but as a connected system that works in harmony with your business goals.
So the next time you find yourself frustrated with your campaigns, ask yourself: are you really building something strategic, or just “running ads”? That small shift in perspective might be exactly what takes your campaigns from good to award-winning.
