Generate Leads With Paid Search Advertising
Pay-per-click advertising allows businesses to reach potential customers at the moment they are actively searching for a product or service.
Erikson Media builds and manages PPC campaigns focused on generating measurable business results — qualified calls, enquiries and customers rather than clicks alone.
Our PPC services combine Google Ads, landing pages, conversion tracking and lead attribution into a measurable customer acquisition system.
What Is PPC Advertising?
PPC is a digital advertising model where businesses pay when someone interacts with an advertisement, typically by clicking through to a website or initiating another defined action.
Search advertising is particularly valuable because it can capture existing demand.
Someone searching for a service such as:
“roof repair near me”
is demonstrating considerably stronger purchase intent than someone simply encountering an advertisement while browsing online.
PPC allows businesses to compete for that demand immediately.
Google Ads Management
Google Ads is the primary paid search platform we work with.
A well-structured campaign can place your business in front of prospective customers searching for the services you provide.
Our Google Ads Services focus on building campaigns around relevant search intent, geographic targeting and measurable conversions.
For businesses that need ongoing optimization, our Google Ads Management services provide continuous campaign monitoring and improvement.
PPC Campaign Strategy
Effective PPC starts before the first advertisement runs.
Campaign strategy should establish:
- Services being promoted
- Target customers
- Geographic markets
- Search intent
- Keyword themes
- Advertising budget
- Landing pages
- Conversion actions
- Lead tracking
- Performance targets
The objective is to create a clear path from search query to qualified enquiry.
Keyword Targeting
Paid search campaigns need to target searches that align with the services a business actually wants to sell.
Keyword selection should consider both relevance and commercial intent.
A broad informational search may generate traffic without producing customers.
A specific service search may indicate that someone is actively looking for a provider.
Campaign structure should prioritize the searches most closely connected with valuable business opportunities.
Negative Keywords
Choosing what not to target can be just as important as choosing keywords.
Negative keywords help prevent advertisements from appearing for irrelevant searches.
Depending on the business, these might include searches related to:
- Jobs
- Training
- DIY information
- Free services
- Unrelated products
- Services the company does not offer
- Locations outside the service area
Regular search-term analysis helps identify irrelevant traffic and reduce wasted advertising spend.
Local PPC
Local businesses usually need customers from specific geographic markets rather than traffic from everywhere.
Our Local PPC Services can structure campaigns around defined cities, regions and service areas.
Local campaigns can combine:
Search Intent + Service + Geography + Landing Page + Conversion Tracking
This is particularly useful for contractors, home-service companies and professional service businesses.
Landing Pages for PPC
Sending paid traffic to a generic homepage is not always the best approach.
Dedicated landing pages can align the visitor’s search with a specific service, offer and conversion action.
A strong PPC landing page should clearly communicate:
- What service is offered
- Who it is for
- Where it is available
- Why the company is credible
- What the visitor should do next
Our Landing Page Design services build pages specifically around converting marketing traffic into enquiries.
Landing Page Optimization
Once campaigns begin generating traffic, landing-page performance can be improved using real conversion data.
Changes may involve:
- Headlines
- Calls to action
- Forms
- Page structure
- Mobile usability
- Trust signals
- Page speed
- Service messaging
Our PPC Landing Page Optimization focuses specifically on improving the post-click experience for paid campaigns.
Conversion Tracking
PPC should not be managed using clicks as the primary measure of success.
Conversion tracking helps identify what visitors do after clicking an advertisement.
Conversions might include:
- Form submissions
- Phone calls
- Quote requests
- Appointment bookings
- Purchases
- Other valuable actions
Our Conversion Tracking Services establish the measurement infrastructure required to evaluate campaign performance.
Call Tracking
For many local and service businesses, phone calls are one of the most valuable conversions.
Call tracking can help connect incoming phone enquiries with the campaigns responsible for generating them.
The measurement chain becomes:
Search → Advertisement → Website → Phone Call → Lead
Our PPC Call Tracking services help businesses understand which paid campaigns are generating phone enquiries.
Track Leads Beyond the Conversion
A form submission or phone call is not necessarily a qualified lead.
Whenever possible, marketing attribution should continue beyond the initial conversion.
Our Lead Tracking Services can help connect campaign activity with downstream lead information.
The stronger measurement model is:
Ad Spend → Click → Lead → Qualified Lead → Customer → Revenue
This provides a much better foundation for deciding where advertising budgets should be allocated.
PPC Audits
Existing Google Ads accounts often contain opportunities to improve structure, targeting, tracking or budget allocation.
Our PPC Audit can examine areas such as:
- Campaign structure
- Search terms
- Keywords
- Negative keywords
- Geographic targeting
- Conversion tracking
- Landing pages
- Budget allocation
- Campaign settings
- Lead measurement
The objective is to identify specific problems and opportunities before making major changes.
PPC and Local SEO
PPC and SEO do not need to compete with each other.
They operate on different timelines and can support the same customer acquisition strategy.
PPC can generate visibility immediately while advertising spend continues.
Local SEO builds organic visibility over time.
Used together, they can increase a business’s presence across both paid and organic search results.
PPC and Lead Generation
Advertising generates traffic.
The broader system still needs to convert and manage the resulting opportunities.
That means PPC works best when connected with:
Advertising → Landing Page → Conversion → Lead Tracking → Lead Management → Sales
Our Lead Generation Services build the infrastructure surrounding the advertising campaign.
Automate PPC Lead Handling
Once a campaign generates a lead, speed and consistency matter.
New enquiries can enter an automated workflow that:
- Captures the lead
- Records the campaign source
- Creates a CRM record
- Notifies the appropriate person
- Sends a customer confirmation
- Initiates follow-up
Our Lead Automation Services connect paid advertising with the operational systems responsible for handling new opportunities.
Measure What Matters
Advertising platforms provide hundreds of metrics.
Businesses generally need a smaller set of meaningful performance indicators.
Depending on the campaign, these may include:
- Advertising spend
- Qualified traffic
- Conversion rate
- Phone calls
- Form enquiries
- Cost per lead
- Qualified leads
- Cost per qualified lead
- Customers
- Customer acquisition cost
- Revenue
Our goal is to progressively connect advertising activity with actual business outcomes.
Continuous PPC Optimization
PPC management is an ongoing process.
Campaign performance changes as competitors, search behaviour, costs and business priorities change.
Ongoing optimization may include:
Search Terms → Keywords → Bids → Budgets → Ads → Landing Pages → Conversions → Lead Quality
Each cycle provides additional information that can be used to improve campaign efficiency.
Build a Measurable Paid Acquisition System
Erikson Media approaches PPC as part of a larger customer acquisition system rather than an isolated advertising service.
The complete system becomes:
Google Search → PPC Campaign → Landing Page → Conversion → Lead → CRM → Customer → Reporting
This connects advertising spend with the business outcomes it is intended to produce.
Generate More Leads With PPC
If your business needs a measurable way to reach customers actively searching for your services, Erikson Media can build and manage the advertising system.
We combine campaign strategy, Google Ads, landing pages, conversion tracking and lead attribution to create a more accountable approach to paid acquisition.
Explore our Google Ads Services, review our Lead Generation Services or request a quote to discuss your PPC campaign.