What are Pay-Per-Click and Meta Ads?
And what do they stand for?
PPC (Pay-Per-Click) and Meta Ads are powerful tools for driving traffic, boosting visibility, and generating leads through targeted, paid advertising. For businesses to maximise results, it’s essential to run the right campaigns and track the right metrics. Without these, ad spend may not deliver optimal returns.
Pay-Per-Click Ads are hosted predominantly on Google Ads and Facebook Business Manager. You can also run ads on Bing, LinkedIn, Snapchat, YouTube and most social media channels. When managing PPC and Meta Ads, here are four key campaign types and metrics to consider:
Search Campaigns (PPC)
These are essential for capturing high-intent users searching for specific keywords related to your product or service. The best metric to measure is conversion rate, as it tracks how many clicks lead to actual sales or actions on your site, helping you gauge the campaign's effectiveness.
Lead Generations Ads
(Meta Ads)
Lead generation campaigns are used to capture user information directly from the platform. The key metric here is cost per lead (CPL), which tracks the cost of acquiring each new lead, ensuring that your campaign remains cost-effective.
Remarketing Campaigns
These target users who’ve already interacted with your website or ads. The most important metric to monitor is return on ad spend (ROAS), which measures the revenue generated for every dollar spent on ads. Remarketing typically delivers higher returns, so ROAS is a critical measure of success.
Display Campaigns
These campaigns are ideal for building brand awareness by showing ads on websites or apps within the display network. The best metric to track is impressions, which measure how many people saw your ad, indicating the reach of your brand to new audiences.
Work Examples
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