PPC can be a useful way to capture demand, test messages and support campaigns, but it needs careful targeting and regular review.
Be specific with targeting
Broad targeting can waste spend. Campaigns should be built around clear services, audiences and locations.
Write adverts that qualify the click
Good ad copy attracts relevant users and discourages poor-fit traffic.
Improve the landing page
Campaign performance depends heavily on the page users see after clicking.
Review search terms and conversions
Regular optimisation helps reduce wasted spend and improve enquiry quality.
BBI perspective
Good marketing is rarely about one isolated tactic. It works best when content, search, paid activity, website structure and follow-up all support the same commercial objective.