PPC Campaign FAQs – Costs, Performance, ROI & Optimisation

What is Google Quality Score and why does it matter?

Google Quality Score is a 1–10 rating that measures the relevance and quality of your ads, keywords, and landing pages. It directly affects your cost per click (CPC) and ad position. A higher Quality Score can reduce CPC by up to 50% while improving visibility.

Quality Score is calculated using expected click-through rate, ad relevance, and landing page experience. Improving alignment between search intent, ad copy, and landing page content is the most effective way to increase it. Quality Score can be monitored at the keyword level inside the Google Ads interface.

What are the main factors that increase Google Ads cost per click?

Google Ads CPC increases due to high competition, low Quality Score, broad keyword targeting, weak ad relevance, and poor landing page experience. Industries with aggressive bidding and low differentiation typically experience higher CPCs.

Other contributing factors include poor click-through rates, lack of negative keywords, improper bidding strategies, and slow-loading landing pages. Regular optimization, tighter keyword grouping, and relevance-focused ad copy help control rising CPCs.

How can I reduce my Google Ads cost without losing conversions?

Reducing Google Ads cost requires improving Quality Score rather than simply lowering bids. This includes refining keyword match types, improving ad relevance, adding negative keywords, and optimising landing pages for speed and clarity.

Conversion tracking accuracy is equally important. When campaigns are optimized for real conversions rather than clicks, automated bidding strategies can reduce wasted spend while maintaining lead or sales volume.

What is a good CPC for Google Ads in India?

A “good” CPC varies by industry, competition, and intent. In India, search CPCs can range from ₹10–₹50 for low-competition niches to ₹300–₹2,000+ for highly competitive sectors such as legal, finance, and healthcare.

Instead of targeting a low CPC, businesses should focus on cost per conversion and return on ad spend. A higher CPC can still be profitable if conversion rates and deal values justify the cost.

How long does it take to see results from PPC campaigns?

PPC campaigns can start generating traffic immediately, but meaningful performance insights typically emerge within 2–4 weeks. This period allows sufficient data for optimisation of keywords, ads, bids, and audiences.

Consistent improvement usually occurs over 60–90 days as campaigns are refined based on conversion data. Expect early volatility followed by stabilization as optimization decisions compound.

What is the difference between CPC, CPA, CPM, and ROAS?

CPC (Cost Per Click) measures the cost of each ad click, while CPA (Cost Per Acquisition) measures the cost of each conversion. CPM refers to cost per thousand impressions and is commonly used in awareness campaigns.

ROAS (Return on Ad Spend) measures revenue generated relative to ad spend and is most relevant for e-commerce. Choosing the right metric depends on campaign objectives—lead generation, sales, or brand visibility.

How do I calculate ROI for PPC campaigns?

PPC ROI is calculated by comparing revenue generated from ads to the total ad spend. For lead-based businesses, ROI estimation involves tracking conversion rate, close rate, and average deal value.

Accurate conversion tracking and attribution are essential. Without proper tracking, campaigns may appear unprofitable despite driving real business value through assisted conversions or repeat customers.

Why is my click-through rate high but conversions are low?

High CTR with low conversions usually indicates a mismatch between ad messaging and landing page experience. Users may click due to compelling ad copy but leave if the landing page does not meet expectations.

Other causes include unclear calls to action, slow page load times, complex forms, or targeting the wrong audience. Aligning ad promises with landing page content is critical for improving conversion rates.

How do I know if my landing page is hurting ad performance?

Landing pages negatively affect performance if bounce rates are high, conversion rates are low, or Quality Score is suppressed despite relevant ads. Slow loading speed and poor mobile usability are common issues.

Effective landing pages load quickly, match ad intent, present a single clear offer, and minimise distractions. Regular A/B testing helps identify design and content improvements.

What role does conversion tracking play in PPC success?

Conversion tracking enables platforms to optimise campaigns based on actual business outcomes rather than clicks. Without reliable tracking, bidding algorithms cannot learn which users are valuable.

Modern setups often use GA4, Google Ads conversion tags, and server-side tracking for accuracy. Correct tracking is foundational for scaling profitable campaigns.

What are negative keywords and why are they important?

Negative keywords prevent ads from appearing for irrelevant searches. They reduce wasted spend and improve campaign efficiency by filtering low-intent traffic.

Regularly reviewing search term reports and adding negatives is one of the simplest yet most effective optimisation practices in PPC management.

When should I use Search Ads versus Shopping Ads?

Search Ads are ideal for service-based queries and high-intent keywords, while Shopping Ads perform best for e-commerce products with clear pricing and visuals.

Many advertisers use both together—Search Ads for intent capture and Shopping Ads for product discovery and comparison. Performance depends on feed quality and keyword targeting.

How does remarketing improve PPC performance?

Remarketing targets users who have previously interacted with your website or ads. These users typically convert at higher rates because they are already familiar with the brand.

Remarketing can be applied across search, display, YouTube, and social platforms to re-engage users and shorten the conversion cycle.

Why is my ROAS declining even though traffic is increasing?

Declining ROAS often indicates rising CPCs, lower conversion rates, or weaker audience intent. Increased traffic alone does not guarantee profitability.

Regular analysis of campaign segments, devices, audiences, and creatives is required to identify where efficiency is dropping and correct it.

How much budget should I allocate to PPC advertising?

Budget allocation depends on industry competition, target geography, and expected conversion value. Small businesses often start with controlled test budgets to validate performance before scaling.

A sustainable PPC budget is one where customer lifetime value comfortably exceeds acquisition cost, leaving room for optimization and growth.

When should a business consider hiring a PPC expert?

Businesses should consider hiring a PPC expert when ad spend is increasing but performance is inconsistent, tracking is unclear, or internal teams lack time for ongoing optimization.

Expert management typically becomes cost-effective when poor optimization leads to wasted spend or missed revenue opportunities.

What should I look for when hiring a PPC agency?

Key evaluation factors include transparent reporting, documented optimization processes, conversion tracking expertise, and relevant case studies. Avoid agencies that guarantee results without analysing your account.

A short pilot engagement with clear KPIs is the safest way to assess competence and fit.

What metrics should a PPC agency report monthly?

Monthly PPC reports should include spend, conversions, cost per conversion, ROAS (if applicable), click-through rate, Quality Score trends, and actionable insights.

Reports should explain what was changed, why it was changed, and what will be tested next—not just display numbers.

​Can PPC and SEO work together effectively?

PPC and SEO complement each other when used strategically. PPC provides immediate visibility and keyword testing, while SEO builds long-term organic authority.

Data from PPC campaigns can inform SEO keyword targeting, content strategy, and landing page optimization, improving overall digital performance.