Why You Aren’t Getting Real Results from PPC

October 11, 2016   /   by  Michael Westafer

Pay Per Click Campaigns Should Deliver More Than Clicks

Are you paying someone to manage your pay-per-click campaigns and still not getting the results you want?

Typically, when you hire a PPC agency to manage your pay-per-click advertising, you allot a budget for the actual ad spend, and your agency takes a percentage of that overall spend to set up, maintain and report on the PPC campaigns.

The problem with this model is that PPC only works if you or your agency are actively monitoring and tweaking the WHOLE marketing campaign – not just the PPC component. It’s more than just posting some ads and sending people to your homepage.

Besides, you don’t spend on PPC campaigns because you want clicks, you spend because you want leads.

And frankly, you probably won’t get any leads (at least not good ones) by doing PPC alone. PPC is just one piece of the puzzle.

A good PPC campaign requires much more than writing ad copy, setting up Adwords and bidding on keywords. Your campaign should:

  • Promote a valuable offer
  • Drive traffic to a well-designed landing page
  • Utilize a form to collect leads
  • Include remarketing with compelling banner ads
  • Promote your offer through other channels, such as email, social media, blogs, and affiliate sites
  • Nurture acquired leads through follow-up emails, calls or drip campaigns
  • Go through A/B testing for optimal performance
  • Employ SEO best practices
  • Be regularly reviewed, monitored and adjusted

A successful campaign requires various skill sets: strategy, creative, design, front-end development, programming, copywriting, data analysis, discipline for daily monitoring, and more.

Typical marketing teams don’t have this range of talent on staff, and it’s unlikely that one person can do all of these things well. That’s why you turn to agencies in the first place.

And PPC management companies only have control over the elements of the PPC campaign – not the whole marketing campaign.

If your pay-per-click campaign is not bringing in the desired results, it could be related to something other than what’s happening in AdWords. It may mean that your offer isn’t compelling enough, or your landing page is poorly designed, or the form takes too long to load.

There are dozens of factors that have a huge impact on the performance of your campaign and a typical PPC management company doesn’t have the expertise to diagnose and adjust them all.

So when you pay 10% management fees on your PPC spend, that’s all you’re getting – management. You aren’t getting the creative, the strategy, the programming, the analysis, etc.

And that’s why you aren’t getting the results you want.

At Roger West, we have a full staff of designers, developers, writers, and strategists to develop your entire campaign. That means we can not only pinpoint what’s performing well and what isn’t, but we have the control and flexibility to quickly adjust course based on real-time results.

Don’t just set it and forget it. Take a more strategic approach to PPC and see what a difference it makes. We’ve developed some very successful PPC campaigns, and we can do the same for you. Let’s Talk.

Michael Westafer

Michael Westafer


As the CEO and founder of Roger West, Mike brings over 25 years of marketing, leadership, and business strategy experience to our team, clients, and partners. Under his leadership, the Roger West has grown from a scrappy startup to a full-service, award-winning agency. He believes in getting things done, making big things happen for clients, and delivering expert fist-bumps.