What Is PPC? Do you know your CTR from your CVR?

What is PPC? Understanding the Basics of Pay-Per-Click Advertising

At its simplest, pay-per-click (PPC) is a way to advertise online where you only pay when someone clicks on your ad. It’s like putting a signpost in front of people who are already searching for exactly what you offer. Whether you run a trail running store, a nutrition consultancy, or a physiotherapy clinic, PPC lets you present your services right when potential customers are looking.

Think of PPC as a quick, flexible way to get your business noticed. You pick the keywords related to your industry—like "best trail running shoes," "sports nutrition advice," or "local physio clinic"—and your ads show up in search results or on websites where your audience spends time. You’re not paying for just anyone to see your ad, but for clicks from people actively interested in what you provide. This makes it a cost-effective way to grow your business online.

Unlike traditional advertising, PPC gives you direct control over your budget, letting you set limits monthly or daily. Plus, you can track exactly how many people saw your ad, clicked on it, and took an action—whether that’s booking a consultation, buying gear, or signing up for a newsletter. This level of measurement helps you understand the impact your advertising is having on your business bottom line.

How Search Ads Work: Connecting Customers with What They Want

Search ads show your business exactly when potential customers are actively searching for products or services you provide. For example, someone looking for “trail running shoes near me” or “best physiotherapy clinic” types those words into Google. If your PPC campaign includes those keywords, your ad could appear at the top of the search results—and that’s prime digital real estate.

The power of search ads lies in intent. Unlike other forms of advertising that interrupt people randomly, PPC helps you reach those who are already interested and ready to act. This is particularly valuable in fields like sports and fitness, nutrition, and physiotherapy where people often search for specific solutions to their needs.

Here’s a quick overview of how search ads work:

• When someone searches on Google, an auction runs instantly to decide which ads show.

• Ads are chosen based on relevance to the search, bid amounts, and the quality of your ad.

• Your ad appears at the top or bottom of search results next to relevant keywords you’ve targeted.

• You only pay when someone clicks your ad (hence pay-per-click).

• This system helps you get noticed by people actively seeking your services or products.

This auction system rewards businesses that focus on useful, well-targeted ads, helping you connect with the right audience without wasting budget on uninterested clicks.

By ensuring your ads appear alongside the right keywords, you make it easier for customers to find and choose your business at just the right moment—making search ads an efficient way to grow your presence and boost bookings or sales.

Why Keyword Intent is Crucial for Effective PPC Campaigns

Not all clicks are created equal, and that’s where understanding keyword intent comes into play. In PPC, keyword intent refers to what someone really means when they type a search term. Are they just browsing, or are they ready to take action like booking a physiotherapy session or buying nutrition supplements?

Here’s a quick example relevant to physiotherapy:

"Physio near me" – This keyword suggests someone is looking for a local clinic and ready to book an appointment. It typically drives high-quality clicks with a strong chance of conversion.

"Physio exercises at home" – This one is more informational. People searching this might want advice or tips, but aren’t necessarily looking to book a service immediately.

Relying solely on automated bidding systems might push cheaper clicks on more generic or informational keywords like the latter, prioritising volume but not actual business growth. That’s why a strategic PPC manager focuses on keyword intent to target ads that bring real results, maximising your return on investment.

By identifying and prioritising high-intent keywords tailored to your audience, PPC campaigns drive better leads, help your business stand out, and grow more efficiently.

Key Metrics to Know: Tracking PPC Success in Your Business

Understanding how your PPC campaigns perform means focusing on key metrics that truly reflect business growth and return on investment (ROI). Some essential ones include:

• Click-Through Rate (CTR): How many people clicked your ad after seeing it? A higher CTR usually means your ad is relevant and appealing.

• Conversion Rate: Of those who clicked, how many took a desired action like booking a physiotherapy appointment or buying sports nutrition products? This shows the effectiveness of your landing page and offer.

• Cost Per Click (CPC): How much you pay on average for each click. Keeping this efficient ensures you don’t overspend.

• Return on Ad Spend (ROAS): The revenue earned from your ads compared to what you spend. This metric is crucial for measuring true profitability.

• Impression Share: The percentage of times your ad shows compared to total opportunities. It can highlight competitive gaps or budget limits.

Focusing on these metrics helps you understand what’s working, and where to optimise to maximise your budget and drive business results

Avoiding Common PPC Pitfalls: Maximising Your Advertising Budget

Even with PPC’s precision, mistakes can eat into your budget or reduce campaign effectiveness. Common pitfalls include:

• Chasing Cheap Clicks: Prioritising low-cost clicks may increase volume but often with lower conversion potential.

• Ignoring Keyword Intent: Without understanding searcher intent, ads might target users who aren’t ready to buy or book.

• Neglecting Negative Keywords: Failing to exclude irrelevant search terms can waste spend on unqualified clicks.

• Lack of Regular Optimisation: PPC isn’t set-and-forget; continual tweaks based on data are needed to improve performance.

Getting Started with PPC: Tips for Small Sports and Health Businesses

Starting PPC can seem daunting, but with the right approach, small businesses in sports, fitness, nutrition, or physiotherapy can see excellent results:

• Define Clear Goals: Know whether you want bookings, product sales, or leads and tailor campaigns accordingly.

• Focus on Local and Intent-Driven Keywords: For example, “local physio near me” or “trail running shoes UK.”

• Set a Realistic Budget: Start small and scale based on what delivers ROI.

• Work with an Experienced PPC Manager: Human expertise can navigate keyword intent, avoid costly mistakes, and optimise campaigns for your industry.

• Track and Analyse: Use clear metrics to monitor progress and adjust.

Starting with these tips makes PPC a valuable channel that grows your business without overspending.