Pay Per Click (PPC) advertising is one of the fastest ways to bring new customers to your business — but only if it’s done strategically. Too many campaigns waste money on irrelevant clicks or poor targeting. When used correctly, Google Ads can put your business at the top of search results exactly when potential clients are looking for your services. In this guide, Strong Impression explains how PPC works, what makes campaigns successful, and how to use paid advertising to generate consistent, measurable leads.
Strong Impression creates and manages Google Ads campaigns that focus on quality, not quantity. We’ll handle everything — keyword strategy, ad copy, landing page optimisation and performance tracking — so every click counts. Get in touch today to start generating consistent, measurable leads through PPC.
PPC means you pay only when someone clicks your ad. Google Ads uses an auction system where businesses bid on keywords that match their products or services. Your ad’s position isn’t determined solely by your bid, but also by your Quality Score — a rating of how relevant and useful your ad, keywords, and landing page are to users. This means a well-structured, high-quality campaign can outrank competitors even with lower bids. At Strong Impression, we focus on targeting, relevance, and ad quality to deliver high returns for every pound spent.
Effective campaigns start with precision targeting. Keyword research identifies the search terms real customers use when they’re ready to buy — not just browsing. Long-tail keywords like “website design agency Essex” or “SEO consultant for small business” are often cheaper and convert better than broad terms. We group keywords by intent and match them to relevant ad copy and landing pages, ensuring that every click has a clear path to conversion. Beyond search, we can also target audiences by demographics, interests and remarketing lists to reach the right people at the right time.
The best PPC ads are clear, compelling and relevant to the searcher’s intent. Strong headlines, benefit-focused copy and clear calls-to-action attract attention, while well-designed landing pages close the deal. Consistency is key — if your ad promises a free consultation, the landing page should immediately deliver on that promise. We design and test high-converting pages built for speed, mobile optimisation and lead generation. Every campaign includes conversion tracking, so you can see exactly how many leads or sales each ad produces.
Many small businesses give up on PPC because of poor management. Common issues include bidding on the wrong keywords, sending traffic to weak landing pages, or failing to exclude irrelevant searches. We use negative keywords, ad scheduling, location targeting and continuous optimisation to eliminate waste. Performance data is reviewed weekly to refine bids and content. By aligning ad strategy with your overall marketing funnel, PPC becomes a reliable driver of qualified leads — not a gamble.
