Is Your PPC Strategy Losing Money? Here’s What London Businesses Get Wrong

❌ The Problem:

A WordPress design agency in London once came to us targeting phrases like:

• “How to run PPC”
• “WordPress SEO tutorial”



These are fine for informational blogs, not high-converting PPC ads. These users aren't looking to hire someone — they’re trying to do it themselves.

✅ The Fix:

Focus on commercial intent keywords, such as:

• “Hire a WordPress PPC expert in London."
• “PPC management service for WordPress sites”



These signals that the user is ready to take action — not just learn.

❌ The Problem:

If you don’t use negative keywords, your ads may show for things like:

• “free WordPress PPC guide”
• “WordPress PPC job in London”

You're paying for clicks from people who are not potential clients.

✅ The Fix:

Create a strong negative keyword list, especially for service-based businesses. Common ones include:

• “free”
• “job”
• “template”
• “how to”
• “course”

Pro Tip:

Check your Search Terms Report in Google Ads weekly and add irrelevant search terms as negatives.

Mistake #3: Sending traffic to the wrong page

Would you enter a shop that has a flashing sign outside for free chocolate — only to find socks inside? That’s what it’s like when your PPC ad promises something, but the landing page delivers something else.

❌ The Problem:

Many WordPress site owners send PPC traffic to their homepage or a generic service page. This causes confusion and drop-offs.

✅ The Fix:

Create targeted landing pages that:

• Match the ad’s headline and promise.
• Focus on a single call to action.
• Are mobile-optimised and fast-loading.
• Include trust signals (reviews, badges, contact info).
  

❌ The Problem:

Ads that say things like “Affordable PPC Services” without proof or urgency fail to connect.

✅ The Fix:

Craft compelling ad copy with:

• Specific benefits: “PPC that Gets Leads – Not Just Clicks”
• Numbers: “Get 3x ROI – PPC for WordPress businesses"
• Trust: “Rated 5★ by over 100 London businesses"
• Urgency: “Free Audit This Week Only”

❌ The Problem:

We have seen clients spend thousands with zero conversion tracking. They “feel” like it is working, but cannot prove it.

✅ The Fix:

Set up conversion tracking properly:

• Install Google Ads conversion tags via Google Tag Manager.
• Track form submissions, calls, chat interactions, and e-commerce checkouts.
• Use UTM parameters to monitor traffic in Google Analytics.

❌ The Problem:

• Running too many campaigns with too little data.
• Not pausing underperforming ads.
• Spending evenly across all times/days.

✅ The Fix:

• Focus on spending your top 1–2 converting campaigns first.
• Use ad scheduling: show ads during peak hours when your audience is active (e.g., 9–6 for local services).
• Leverage device targeting. If mobile converts better, prioritise it.

❌ The Problem:

Many business owners “set it and forget it.” They run one version of an ad or landing page forever.

✅ The Fix:

• Run A/B tests on headlines, descriptions, images, CTA buttons, and form placements.
• Use tools like Google Optimize or VWO to test landing page variants.
• Document which combinations perform best and iterate.
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