Hi, I’m Amy – Senior Account Manager and in-house PPC expert here at Logic Digital. I’ve managed countless Google Ads accounts across a wide range of industries, and one thing I hear all the time is:
“How can I make my PPC campaigns perform better?”
Whether you’ve been running ads for years or you’re just getting started, PPC performance hurdles can be frustrating, especially when you feel like you’ve ticked all the right boxes. But don’t panic, I’ll help you overcome some of the most common PPC issues I see.
Let’s dive into 7 key reasons your PPC might be underperforming, and what to do about it.
1. Your campaign structure is holding you back
If your campaign setup is a bit of a mess, your ads are probably working harder than they need to. Poor structure can lead to irrelevant targeting, wasted budget, and data that’s difficult to learn from.
Fix it like a PPC pro:
- Group keywords by tight themes (one product or service per ad group)
- Use SKAGs (Single Keyword Ad Groups) strategically for high-value terms
- Align ad copy and landing pages directly with your ad groups
A well-structured campaign improves relevance, boosts Quality Score, and makes it easier to optimise effectively.
2. You’re not making the most of audience targeting
Many advertisers still rely solely on keyword targeting, missing out on key audience signals that can refine performance. If you’re not layering in audiences, you’re potentially showing ads to the wrong people.
Fix it like a PPC pro:
- Use in-market and custom intent audiences to reach people actively researching
- Layer remarketing audiences to re-engage past visitors
- Try customer match if you have an email database
Adding audience layers helps your ads reach users who are more likely to convert – without increasing your spend.
3. Conversion tracking is misfiring (or missing altogether)
You can’t improve what you can’t measure, and I’m still amazed at how many accounts have incorrect or incomplete tracking. If your conversions aren’t accurately set up, you’re flying blind.
Fix it like a PPC pro:
- Use Google Tag Manager to manage tracking cleanly
- Ensure conversion actions are relevant (e.g. form submissions, phone calls – not just page views)
- Ensure conversion actions are assigned a value
- Link with GA4 for a full funnel view of user behaviour
It’s not just about tracking clicks – it’s about tracking the right actions that lead to real business results.
4. Your ads aren’t compelling enough to drive clicks
If your click-through rates (CTR) are low, it’s a sign your ads aren’t standing out. This affects Quality Score and can drive up your costs.
Fix it like a PPC pro:
- Use emotional triggers and clear USPs in your headlines
- Test dynamic keyword insertion (carefully!) to boost relevance
- Include numbers, offers, and urgency where appropriate
Continuously be testing – small tweaks to your copy can make a big difference.
5. Your landing pages are letting you down
A well-optimised ad means nothing if users land on a page that’s slow, confusing or off topic. Landing page experience is a key factor in Quality Score and conversions.
Fix it like a PPC pro:
- Make sure your landing page matches the user’s intent and the ad they clicked
- Use fast load times, clear CTAs, and mobile-friendly design
- Track on-page behaviour with tools like GA4
Think of your landing page as the final push – it should make converting as easy as possible.
6. You’re using Smart Bidding, but not smartly
Smart Bidding strategies like Maximise Conversions or Target ROAS can be powerful – but they need the right data to work. If your campaigns aren’t feeding Google the right signals, automation can work against you.
Fix it like a PPC pro:
- Only use Smart Bidding when you have enough conversion data (usually 30+ per month)
- Monitor changes in performance closely after switching strategies
- Don’t be afraid to adjust targets if they’re too ambitious
AI can be a great PPC co-pilot – but you still need to steer the ship.
7. You’re focusing on the wrong KPIs
Not all metrics are created equal. Chasing low CPCs or high impression shares might feel good, but if it’s not leading to actual results, what’s the point?
Fix it like a PPC pro:
- Focus on cost per conversion, conversion rate, and ROAS
- Track lead quality, not just lead volume
- Use segmentation to uncover hidden trends by device, time, location or audience
A good PPC strategy is results-driven – not vanity metric-driven.
Quick Wins to Improve PPC Performance Today
Need some quick actions to give your account a boost? Try these:
- Add negative keywords to reduce wasted spend
- Test new ad copy variations regularly
- Use ad extensions to increase visibility and trust
- Review device and location bid adjustments
- Audit your search terms weekly
Final Thoughts from Your PPC Expert
Improving PPC performance isn’t always about doing more, it’s about doing the right things. By fixing the fundamentals and layering in strategic tactics, you’ll build a more efficient, results-focused campaign that delivers real ROI.
If your PPC performance still isn’t where you want it to be, we’re always happy to take a look. Whether it’s a quick PPC audit or a full campaign overhaul, we’re here to help.
Want a second opinion?
Get in touch with Logic Digital for a PPC review – or just drop me a message. I love a good PPC puzzle.
Looking for more tips from the Logic Digital team? Explore our blog for insights on digital strategy, content marketing, and SEO.
