Getting noticed on Google is difficult and may seem next to impossible. Building your SEO is a slow, grinding process and it can take over few months to appear on the first page of search results.

So, while you build your SEO, you can conduct a bit of SEM or Paid advertising to create awareness and gain traffic on your site. Running a Pay Per Click or PPC campaign is an easy way to bring and faster your website link to the top of a search result.

Considering you have a finite amount of financial resources, you can also set a limited AdWord budget. The key challenge for you is to set the right budget and maximize the hell out of it to improve traffic and increase sales.

Fix the Budget

To avoid confusion, you should, at the start of it all, set your ad budget. Set your budget on two points:

  • How much you can afford?

  • What are the sales target you need to achieve?

How many clients do you need to convert to meet your sales target and your financial goals? If you require 250 new clients in a month and your current close rate is 15%, your PPC lead goal needs to be 1667 conversions per month to get 250 new clients.

According to the number of sales you need, the close rate and conversion rate, set the AdWord budget so that your site receives the appropriate amount of traffic.

AdWord Click Estimation

The AdWord tool will give you an accurate estimation of the number of clicks your ad will receive from the budget set.


Ensure that you use the tool to increase or decrease the budget anytime you feel like during the campaign.

It is an efficient way to manipulate your budget to ensure that you are meeting your sales target.

Avoid Keyword Wastage

A common mistake, made even by professional marketers, is to pick the wrong keywords. Most PPC campaigns target any keyword that their audience utilize. However, not all keywords lead to conversions.

If your PPC campaign has targeted keywords that bring traffic but do not convert, you are losing money because even though they may click on your PPC ad, they won’t convert.

sales funnel.png

Each of your prospective customers are in the sales funnel. Those who are in the awareness stage are in the research phase and most likely have no idea about the products or competitors in the market. These are visitors who are not going to commit and make a purchase. On the other hand, customers within the prospects stage are close to committing and those in the sales funnel will commit.

Let’s take an example: you run a plumbing business.

  • Awareness Stage Keywords: taxes I have to pay: At this stage, your audience is trying to figure out the taxes they owe CRA.

  • Prospects Stage Keywords: accountants in Calgary, tax assistance. At this stage, your audience wants to hire an accountant.

Pick keywords that your audience is using in the lower part of the sales funnel.

The Three Steps

Here are three steps to optimize your keyword targeting and meet your sales targets.

  1. Identify the Top Keywords

    Audit the keywords which are bringing you traffic. For this, you should take a look at your keyword report.Source: 

    Identify keywords that are bringing you more traffic and conversions and increase your PPC budget for them. These keywords will be from the lower part of your sales funnel.

    Get Rid of your Useless Keywords

    Stop your PPC campaign for keywords that have a low rate of conversion. You are wasting money by utilizing these keywords in your campaign.

Search Engine Land Example

Search Engine Land did exactly this for a potential client. The client had spent over $1 million on PPC and keywords. However, their market share was not increasing enough. They identified that the client wasted 98.9% of their budget on the wrong search terms, which gave them only 1 conversion per month.

When you are spending money, you want to ensure that you are getting a return on investment. PPC is a means to an end and that end is sales. The traffic needs to have a high conversion rate. Additionally, you want to optimize your budget for the right keywords to get ideal clients for your professional firm or practice.