PPC Checklist for 2025

Pay-per-click (PPC) advertising is a critical component of digital marketing, providing businesses with the ability to reach targeted audiences effectively.

As we head into 2025, optimizing your PPC campaigns is essential for maximizing return on investment (ROI).

PPC best practices to follow in 2025

Below is a detailed checklist that emphasizes why each item matters and how to implement it effectively.

1. Familiarize Yourself With Your Quality Score

What it is: A metric from Google Ads reflecting the relevance of your ads and keywords.
Priority: High
Why it matters: A higher Quality Score leads to better ad placements and lower costs per click. It indicates that your ads and landing pages are relevant to users, which can improve visibility in search results and reduce overall advertising costs1.
How to implement: Regularly check your Quality Score in Google Ads. Use the diagnostic tool to identify areas for improvement, such as ad relevance and landing page experience.

2. Conduct Competitive Research

What it is: Analyzing competitors' PPC strategies, including keywords and ad formats.
Priority: High
Why it matters: Understanding competitor tactics helps you identify successful strategies and potential gaps in your own campaigns. This insight can lead to more effective ad copy and targeting1.
How to implement: Use tools like SEMrush or SpyFu to gather insights on competitor keywords, ad structures, and promotional tactics.

3. Be Selective With Match Types

What it is: Choosing between broad, exact, or phrase match types for keywords.
Priority: Medium
Why it matters: The right match type enhances relevance while maximizing reach. Broad match can increase visibility, but may attract irrelevant clicks if not managed carefully1.
How to implement: Test different match types in your campaigns and analyze which yields the best results in terms of conversions.

4. Balance Reach and Relevance

What it is: Ensuring that your ads reach a wide audience while remaining relevant.
Priority: High
Why it matters: Ads that resonate with users generate higher click-through rates (CTR) and conversions. Google measures relevance; achieving above-average relevance indicates effective targeting1.
How to implement: Adjust your keyword strategy based on performance metrics to maintain this balance.

5. Add Negative Keywords

What it is: Keywords that prevent your ads from showing up in irrelevant searches.
Priority: Medium
Why it matters: Negative keywords reduce wasted spend by filtering out unqualified traffic, ensuring that your ads are only shown to potential customers1.
How to implement: Regularly review search term reports in Google Ads and add negative keywords as necessary.

6. Define Personas for Your Target Audience

What it is: Creating profiles of your ideal customers based on demographics and behaviors.
Priority: High
Why it matters: Tailored ads lead to higher engagement and conversion rates by ensuring that your messaging resonates with specific audience segments1.
How to implement: Use data analytics tools to segment your audience into distinct personas for more effective targeting.

7. Track Phone Call Conversions

What it is: Monitoring calls generated from PPC ads to assess their performance.
Priority: High
Why it matters: Phone calls often indicate high intent, leading to better conversion rates. Tracking these conversions allows you to understand customer behavior more deeply1.
How to implement: Utilize call tracking software like Invoca to attribute phone calls back to specific PPC campaigns.

8. Use Smart Bidding to Scale Results

What it is: Automated bidding strategies that optimize bids based on conversion data.
Priority: Medium
Why it matters: Smart Bidding improves campaign efficiency by adjusting bids in real-time based on performance metrics, potentially increasing high-quality leads1.
How to implement: Enable Smart Bidding in Google Ads and monitor its impact on campaign performance.

9. Use Remarketing Strategies

What it is: Targeting previous visitors with tailored ads.
Priority: Medium
Why it matters: Remarketing helps convert warm leads who have already shown interest in your products or services, making them easier to sell to than cold audiences1.
How to implement: Set up remarketing lists in Google Ads and create specific ads aimed at these audiences.

10. Constantly Test Your Ads

What it is: Regularly experimenting with different ad elements such as copy, images, and CTAs.
Priority: High
Why it matters: Continuous testing leads to improved ad performance over time by identifying what resonates best with your audience1.
How to implement: Use A/B testing for different ad variations and analyze which performs best based on CTR and conversion rates.

11. Use Auto-Tagging for Tracking

What it is: Automatically adding parameters to URLs for better tracking of campaign performance.
Priority: Medium
Why it matters: Auto-tagging improves accuracy in tracking which ads drive traffic and conversions, allowing for better optimization decisions1.
How to implement: Enable auto-tagging in Google Ads settings.

12. Ensure Mobile Friendliness

What it is: Optimizing ads and landing pages for mobile devices.
Priority: High
Why it matters: With a significant portion of online traffic coming from mobile devices, non-mobile-friendly sites can deter potential customers, negatively impacting conversion rates1.
How to implement: Use Google's Mobile-Friendly Test tool to assess mobile usability and make necessary adjustments.

13. Craft Compelling Landing Pages

What it is: Designing landing pages that align with ad messaging and encourage action.
Priority: High
Why it matters: A well-crafted landing page can significantly increase conversion rates from clicks by providing a seamless user experience1.
How to implement: Ensure landing page content matches ad messaging, includes a clear call-to-action, and loads quickly.

14. Utilize Ad Extensions

What it is: Adding extra information alongside standard ad text.
Priority: Medium
Why it matters: Ad extensions enhance visibility and CTR by providing additional context about your business or offerings1.
How to implement: Set up relevant ad extensions in Google Ads based on your business needs.

15. Schedule Ads Wisely

What it is: Timing your ads for when your target audience is most active online.
Priority: Medium
Why it matters: Running ads during peak times maximizes visibility when potential customers are most receptive1.
How to implement: Analyze user behavior data within Google Ads to identify optimal scheduling times.

16. Embrace Automation Rules

What it is: Using automated settings within PPC platforms for efficient campaign management.
Priority: Low
Why it matters: Automation saves time by handling routine tasks, allowing focus on strategic decisions while minimizing human error1.
How to implement: Set up automation rules in Google Ads for bid adjustments or pausing underperforming keywords.

By following this checklist, businesses can enhance their PPC campaigns effectively in 2025, ensuring that every dollar spent contributes significantly toward achieving marketing goals while minimizing wasted expenditure.

Each item should be regularly reviewed and adjusted based on performance metrics for optimal results.

Bonus Tip from PPC expert, Shantanu Pandey

Shantanu Pandey is the founder of Tenet, a leading PPC agency in the USA.

One actionable tip for optimizing your PPC campaigns is to track phone call conversions.

Why it matters:

Phone calls often indicate high intent and can lead to better conversion rates compared to other forms of engagement.

By tracking which PPC ads generate these calls, you gain valuable insights into customer behaviour and preferences, allowing you to refine your ad strategy effectively.

How to implement:

Use call tracking software, such as Invoca, to attribute phone calls to specific PPC campaigns. Analyze the data to understand which ads are driving high-value calls and adjust your budget accordingly to focus on those successful campaigns. This approach enables you to maximize ROI by investing in ads that yield the best results.

Why is it crucial to focus on high-value clicks in PPC campaigns

Focusing on high-value clicks in PPC campaigns is crucial for maximizing return on investment (ROI) and ensuring that marketing budgets are spent effectively. Here are the key reasons why prioritizing high-value clicks matters:

1. Cost Efficiency

High-value clicks are those that are more likely to convert into sales or leads. By concentrating on these clicks, businesses can reduce wasted ad spend on low-quality leads that do not result in conversions. This efficiency is particularly important in uncertain economic times, where every dollar counts.

When you optimize for high-value clicks, you ensure that your budget is directed towards audiences who are more likely to engage with your offerings.

2. Improved Conversion Rates

High-value clicks typically come from users who are further along in the buying journey and are actively seeking solutions that your products or services provide. By attracting these users, businesses can significantly improve their conversion rates. This means not only more sales but also a shorter sales cycle, as these users require less nurturing compared to colder leads.

3. Enhanced Quality Score

Google Ads uses a Quality Score to determine ad placement and cost per click (CPC). High-value clicks often correlate with higher engagement rates, which can boost your Quality Score.

A better Quality Score results in lower costs for each click and improved ad positioning, leading to even more visibility and potential conversions.

4. Targeted Marketing Efforts

Focusing on high-value clicks allows businesses to refine their targeting strategies. Marketers can tailor their campaigns more effectively to attract similar high-value audiences by analysing which keywords and demographics yield the best results. This targeted approach not only enhances click quality but also builds a more relevant audience over time.

5. Long-Term Customer Relationships

High-value clicks often lead to customers who are more likely to become repeat buyers or brand advocates. By investing in attracting these customers, businesses can foster long-term relationships that drive sustained revenue growth.
Customers acquired through high-value clicks tend to have higher lifetime values, making them more profitable over time.

6. Data-Driven Insights

By focusing on high-value clicks, businesses can gather valuable data about what drives conversions within their target audience.

This information can be used to optimize future campaigns, enhance ad copy, and improve overall marketing strategies. Understanding which ads resonate most with high-value customers allows for continuous improvement and better alignment with customer needs.

Implementation Strategies

To effectively focus on high-value clicks in your PPC campaigns:

Utilize Call Tracking: Implement call tracking solutions to identify which ads generate high-value calls and conversions.
Analyze Conversion Data: Regularly review conversion data to understand which keywords and ads yield the best results.
Adjust Bidding Strategies: Use automated bidding strategies that prioritize high-converting keywords and demographics.
Refine Targeting: Continuously refine your audience targeting based on insights gained from previous campaigns.
Incorporate Negative Keywords: Use negative keywords to filter out low-quality traffic that does not convert.

By prioritizing high-value clicks, businesses can ensure their PPC campaigns are not only cost-effective but also aligned with their overall marketing goals, ultimately leading to greater success in digital advertising efforts.