When PPC advertising is done well, it’s an effective and low-cost way to convert customers. But get it wrong, and you quickly waste precious marketing dollars at minimal returns.
Years ago, Google Ads was all about punching in a few keywords, setting a budget and forgetting about it. But now, if you don’t target the right keywords for your campaign, search engines will penalise you, customers won’t find what they need and your spend will go through the roof.