PPC Advertising
PPC Advertising

PPC Advertising

‘Google Ads or PPC advertising is too expensive!’ This is what most marketers with a limited budget think. But it is a misconception. Advertising platforms, like Google Ads or PPC, have gained a reputation of being too expensive, but they are also cost-effective. Even if you have a budget of $100/month, you can make it count by framing the right PPC strategy.

While small businesses don’t have adequate resources to allocate to the PPC report templates, there are still ways to ace the PPC efforts on a low budget. Want to get the most bang for your buck by running PPC Ads on a shoestring budget? Have a look at the best PPC advertising tips to diversify more traffic with a low budget!

Search for Low-Competition, High-Intent Keywords

In order to get the top Ad placement, big brands can target whatever keywords they want. But it isn’t possible when you are on a tight budget. Still, you can choose the keywords strategically and get the desired results. Though you need to research a bit more, the high-intent and low-competition keywords can help you connect with your target audience.

You can start with a specific single keyword. When you are on a low budget, you can’t pay for multiple keywords. Suppose your daily PPC budget is $5. Bidding on multiple keywords costing $5 for a single click doesn’t make sense. You just need one good keyword, which is specific to your Ad.

You can use the Google Ads keyword tool to get valuable data on high-intent keywords and find the one that best suits your Ad. Once you start driving traffic, you can bid on more keywords.

Create a Small Ad Group

Now that you have found a high-intent keyword of your choice, it’s time to create an Ad group. This Ad group contains one keyword rather than multiple. A single keyword ad group (or SKAG) takes a single keyword and modifies it into different match types, i.e., broad match, exact match, and phrase match. Thus, using a single keyword ad group, you can maximize your PPC campaign on a low budget.

Furthermore, if you have chosen multiple keywords, creating small Ad groups is the best bet. Create different groups of keywords that are relevant to each other, ensuring that you can create an Ad campaign relevant to the products and services the users are looking for.

Set Your Bids Manually

As you are low budget, you know how much you can offer to pay for clicks, keeping in mind that not all clicks guarantee conversion. If you can afford to spend $1/click, you can’t and shouldn’t go over it. Google Ads lets you set the bids manually so that you can limit how much you will spend.

While you can’t guarantee that you are paying for conversions only, you can find out how much you can spend on the clicks based on your budget. You can also change the bids from one Ad campaign to another. If you find that some high intent keywords give better results, you can increase the bid limit as needed.

Optimize Your Landing Pages

Optimize your landing pages for better target and conversion. Google considers several parameters, like easy navigability, high-quality content, Ad relevance, etc., to examine your landing pages’ quality. If your landing page is outdated, you won’t get conversions.

However, businesses with a small budget might face challenges with landing page optimization or testing. In this case, you can consider running call-only campaigns.

Improve Your Ad’s Quality Score

Google Ad’s quality score affects both the CPC and conversion rate. In fact, your Ad’s quality score is of a lot of significance in Google’s eyes, and your CPA (cost per action) depends on it. Thus, if your focus is on a low CPA, here are the best things to do-

  • Create compelling, relevant Ads for your target audience.
  • Choose the right keywords.
  • Optimize all the landing pages, and see if they align with the Ads.
  • Refine your Ad copy to boost the click-through-rate.
  • Keep the Ad groups organized.

One advantage of improving QS is that it helps build your online reputation. Not only will you save on keyword bids, but you will also rank higher without spending more.

Focus On Better Targeting

Have a look at your campaign’s targeting to improve your Ad’s relevance to the search queries. Are you interested in generating leads from a specific location via Ads? If yes, you can geo-target the campaign and avoid wasting dollars on global targeting.

According to if you aim to target local marketing for more conversions, geo-targeting is the best bet. Moreover, you pay only for the Ads that work well for your business. You won’t have to pay for competitor keywords that waste your PPC budget.

Remarketing the Campaign

Campaign retargeting is the process of using your customers’ list or customers’ online activity to connect with them better. Retargeted campaigns are profitable and yield good results at a low cost. The users who see your Ads are familiar with you. Thus, you can create Ad campaigns that cater to their needs or interests.

Since you provide them with appealing Ads, they are likely to convert and purchase. This way, you get more return on Ad spend. This tactic is exceptionally useful for Google Display Ads that appear on in-network websites. You can retarget the users who have visited your page or upload the customer list.


In conclusion, we will say that it’s not the budget but the right strategy that determines the success of a PPC campaign. Thus, if you feel limited on your budget, you can still make the best out of your Ad campaign with the right PPC strategy. Just choose your keywords strategically, start small, focus on creating compelling Ads, and target the right audience. Of course, you should review the Ad’s performance continuously.

You can try the tricks mentioned in this article. Once you learn which one works the best for you, you can maximize your campaign’s potential even on a tight budget.