Pay-Per-Click (PPC) is a paid digital marketing strategy in which advertisers are charged only when a user actually clicks on their ad. This model is predominantly used in search engine platforms like Google Ads and Bing Ads, as well as on social networks such as Facebook and LinkedIn. Advertisers bid on keywords relevant to their services, and their ads are shown based on quality scores and bid amounts.
The two primary performance metrics tied to PPC campaigns are Cost Per Click (CPC) and Cost Per Lead (CPL). CPC measures how much each click costs on average, while CPL evaluates the cost associated with acquiring a new lead through those clicks. Advertisers must continuously monitor and adjust campaigns to improve results through Conversion Rate Optimization (CRO) and by analyzing Click-Through Rates (CTR).
PPC is a powerful way to generate immediate traffic, especially for businesses in competitive markets like landscaping. It complements SEO efforts by capturing high-intent users actively searching for services. For example, if someone searches “landscape lighting contractor near me,” a properly targeted ad can drive them straight to a landing page designed to convert.
Strategically managing CTR, refining ad copy, and optimizing landing pages all play critical roles in making PPC campaigns effective and cost-efficient. Using insights from metrics like CPC and CPL, landscaping companies can fine-tune their efforts to increase lead volume while minimizing wasted spend.
Example
A landscaping business runs a PPC campaign targeting "custom backyard landscaping" in its local area. The ad leads to a focused landing page highlighting services and showcasing completed projects. With a high CTR and an optimized page, the business achieves a strong conversion rate at a low CPL, driving quality leads that result in booked consultations.