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  • Google Ads

    Google Ads
    Google handles more than 40,000 search queries per second, and we’re experts at getting our clients the biggest slice of clickshare in their markets — at the lowest cost. From search and display to Youtube, Gmail and PLAs, we deliver ROAS that scales.

  • Bing Ads

    Bing Ads
    If you’re in ecomm, pay attention: Bing Shopping campaigns have a 45% higher CTR than Google. And Bing Shopping ad CPAs are about 30% lower. The real power of Bing is Microsoft’s partnership with major ecomm platforms like Amazon. Bing is a platform that can’t be ignored, and our experts will help you make the most of this secret weapon.

  • Paid Social Media

    Paid Social Media
    Combining paid social with paid search supercharges your PPC strategy — and lowers CPAs. With unparalleled audience granularity and highly visual platforms to show off your products, social ads give your brand maximum paid visibility. Let’s find and convert your best customers on LinkedIn, Facebook, Instagram, Twitter and YouTube



PPC stands for pay-per-click. Like the name implies, you only pay for your ad when someone clicks on it.

That makes PPC a cost-effective form of advertising. Compare it to traditional advertising, like billboards, TV and radio spots, or magazine ads. You may not have any idea how many people respond to your ad, let alone lay eyes on it. Who knows if your ads are even being seen by the audience you want to target?

With PPC services, you can target audiences with laser focus. The best way to think about PPC, is your ad will only be in front of users who have already searched and considered a certain product. PPC ads provide clear visibility into every campaign. They show:

  • Impressions: the amount of times an ad is displayed to your target audience
  • Clicks: how many people click on your ad
  • Conversions: how many of those clicks lead to a conversion, like a phone call or a “book now” completion on your website
Another advantage of PPC marketing is that as you learn how ads are performing, you can improve them to increase the likelihood of conversion. 

PPC ads are easy to test. You can compare how the copy, call to action, keyword you’re targeting and more are performing. Then, you can pause ads that aren’t working. You can allocate more spend to those that are on fire, and so on.

PPC ads find your target customers where they are: online. Google alone processes 3.5 billion searches per day, or 40,000 searches every second. According to Pew Research Center, 28% of American adults are online “almost constantly.” When you use PPC services, you ensure when people are searching for products or services like the ones you offer, your business ascends to the top of those results. Get PPC help. Contact us for a free consultation.
PPC services typically focus on Google and Bing search. They’ve also expanded to Gmail advertising and search engine marketing (SEM) on networks like Facebook and Amazon.

At Digital Current, we offer:

  • PPC audit services, to provide insight into how your current campaigns are performing and recommendations to improve them
  • PPC management, including finding the right keywords for sustained success and full execution, testing, monitoring and reporting of PPC campaigns
  • PPC creative services, which include building the perfect PPC landing page, creating web content for PPC campaigns, optimizing a website for search and more

Every PPC campaign is uniquely created for your business, based on your goals and target customers. There are endless ways to target your customers. As PPC campaigns run, you learn more about who your best targets and leads are. PPC targeting strategies include:

  • Keyword targeting: Choose PPC keywords that relate to search intent.
  • Demographics: These include location, gender and device that’s being used to search.
  • Remarketing: Target users who have already interacted with your ads. In many industries, multiple touchpoints are the norm before a sale is completed. These types of ads ensure you’re constantly at top of mind.

With PPC campaigns, we can direct clicks to a custom landing page that’s designed to convert customers. Clicks can also go to any page on your website that features products, services and conversion opportunities.
If you’ve heard the term “paid search,” you’re familiar with PPC optimization. The terms are often used interchangeably. In addition to paying per click, paid search ads can also include other ad models, like paying for ads based on impressions or paying for ads based on conversions. Each type of model will have various bidding costs. Impressions typically cost less than clicks and conversions typically cost more. Assigning a value to each action helps you calculate the best ROI for each tactic. SEM encompasses paid search/PPC, as well as search engine optimization (SEO). SEO includes non-paid methods, like optimizing content for keywords, generating backlinks, installing website security and other SEO best practices. Contact us for integrated digital marketing strategy.
Clicks from PPC campaigns are great. Converting leads is even better. That’s how you’ll truly be able to define a return on investment from your PPC ads. Our conversion rate optimization (CRO) team at Digital Current ensures your website is optimized for conversions. When people click over from your ads, you’ll want to ensure they’re on an engaging customer journey that nudges them closer to a sale. Aligning CRO with PPC requires:

  • Setting clear goals
  • Determining what you want to test
  • Having reliable measurement in place
  • Continually testing to optimize

PPC testing helps you optimize conversions. You should always be testing PPC campaigns to gain insights into the elements that are working. You can also use CRO testing on the sites people are coming to so there’s a better user experience.

For example, say you set a goal of getting people to fill out a contact form on your website. You create a custom landing page to achieve this goal. 

You can run several PPC campaigns to test both the PPC ads and landing page variations. That way, you gain insights into the audience you should be targeting and the type of creative you should feature on your landing page. What you learn in each test can be applied across your digital presence.

At Digital Current, we identify the right tests to run so you can optimize your budget and resources. Those insights can super-charge your digital marketing efforts, from paid search to CRO and everything in-between. Contact Us
B2Bs tend to target unique audiences that require multiple touchpoints before they convert. That’s easy to do using pay per click management services.

Keyword research, demographic targeting and Google remarketing are all essential strategies for B2B PPC ad campaigns. Since sales cycles are generally longer for B2B brands, there’s a lot of opportunity for staying at top of mind for decision makers by using PPC ads.

And since B2B targeting is so specific, that makes ad/web/landing page copy and web design so important. Creative needs to grab the attention of the audience. CRO services can be used to transform visitors into conversions.

Like all pay per click marketing campaigns, B2B pay per click campaign efforts must constantly be measured, tracked and optimized. We provide transparency and thorough reporting every step of the way so you can see how PPC services affect your bottom line.

Contact us for a free B2B PPC consultation.
If you’re an ecommerce site, sales often depend on getting to the top of product search results. The PPC world presents huge opportunities for ecommerce sites, from Google Shopping and Bing Shopping ads to Amazon PPC spots.

PLA (Product Listing Ads) require a whole different set-up and strategy compared to other types of PPC ads. Keyword optimization is key. So is budgeting and choosing the best bidding strategy to maximize your return on investment for the products you’re targeting. Seasonality may also be a factor. That may require year-round strategy adjustment.

Ecommerce businesses may also want to explore retargeting strategies, especially when shopping cart abandonment is an issue. Ecommerce businesses need a multi-channel PPC presence to get the best shopping results and targeting options. Our PPC services ensure you’re covered on all the paid search sites you should be on so you don’t lose out to competitors.

Contact us for a free ecommerce PPC agency consultation.
Running a brick and mortar? Targeting customers in a specific location? Local PPC management can get more foot traffic through the door and help you reach the right audience.

Local PPC ads require optimal geo-targeting and ad copy to convert. You’ll want to:

  • Target the exact locations your target customers are in
  • Exclude the wrong locations
  • Use the best regional terms that will lead to conversions
  • Apply for the Google Guarantee program 

Local PPC ads are also good for mobile targeting. Customers on the go use mobile devices to search for local businesses.

Learn about our local PPC services.
We provide both SEO and PPC services at Digital Current. Many times, we recommend an integrated approach. You can leverage PPC data for SEO strategy, and vice-versa.

One of the main differences, at least up-front, is cost. PPC ads will cost you when someone clicks. Organic search results don’t charge you per click, though climbing up the organic search engine results pages (SERPs) does require an investment on the back end.

Another way to look at the difference is to determine what you need: long-term vs. short-term results. In many cases, you may be after both.

Look at the benefits of each type of strategy.

How PPC Helps

  • Awareness: PPC ads bring immediate awareness to your brand when they’re displayed. This can help brand-new businesses that need to build awareness quickly.
  • Visibility: When there’s a lot of competition for what you offer (“shoes,” for example), PPC ads ensure you’re visible. When you offer an outstanding product or service, you can turn initial visitors into loyal customers.
  • Immediacy: You can get PPC results a few minutes after creating your campaign.
  • Targeting: PPC enables hyper-focused targeting. You can get your content in front of your desired audience using paid search.
  • Testing: PPC is measurable with each campaign you deploy. Testing allows you to optimize on the fly.

Benefits of SEO

  • Authority: SEO requires building trust and credibility with your audience. It’s a long-term strategy that can keep you high in organic search results for pages throughout your website.
  • Cost: You don’t have to pay directly for each search result you’ve gained through SEO.
  • User experience: Organic search results may increase by improving the user experience for website visitors. Those efforts can help you build better customer relationships.
  • Qualified leads: Many strategies that support SEO, like content marketing, focus on nurturing leads so they’re more likely to convert.
  • Website optimization: For SEO to work, you’ll need an optimized website. That means it must be secure and mobile-friendly. Working on SEO requires creating a better overall site experience. That can lead to more conversions.

As you can see, both PPC and SEO can bring results and support each other’s efforts. Here are some examples of how they might interact.

  1. Promote a great piece of content through paid search. Visitors who interact with it (sharing it on social media, for example) increase organic reach. That increases search results.
  2. Use PPC insights, like which keywords are more likely to convert, to influence SEO efforts.
  3. Take cues from top-performing web pages. Apply those insights to PPC campaigns.
  4. You can optimize your internet marketing budget by targeting higher-cost keywords through SEO.
  5. You can use retargeting campaigns in PPC ads to stay at top of mind for visitors who found you organically through SEO.

SEO efforts bring you long-term, consistent results. PPC amplifies your SEO efforts. You can boost specific pages and campaigns and gain valuable insights to inform your entire online marketing strategy. Contact Us
The words “paid search” typically conjure up the most powerful search engine in the world: Google. But PPC ad campaigns can also be successful on networks like Bing, social media and Amazon.

Google Ads

Google Ads, formerly known as Google Adwords services, run on Google. They also run on Google-owned YouTube and Gmail and Google partner sites, depending on the targeting you choose. There’s also their Google Search Network may show ads on Google search partners.  Google’s Display Network can send your ads to targeted audiences across the web, beyond the Google search engines results page.

What are the best tools to run PPC in Google Adwords? The Google Keyword Planner is a no-brainer, since it’s Google’s own research tool. We also use tools like SEMRush, which show advertising competitors.

To answer how to manage Google Ads successfully, it’s important to:

  • Set a clear goal
  • Make sure Google Ads is the best tool for achieving that goal
  • Determine detailed information about your target audience
  • Create specific goals for each Google Ads campaign
  • Choose the right target link, which may require creating a targeted landing page
  • Build lots of versions to test
  • Make sure measurement is designed to demonstrate ROI
  • Test, optimize, repeat

Avoid Google Ads budget waste with this quick tip: a successful Google Ads campaign will include the right measurement, targeted testing and CRO for the destination link. We see common Google Ads mistakes all the time when we start working with clients. Some include:

  • Lack of testing
  • Testing elements that aren’t meaningful
  • Targeting the wrong users
  • Sending clicks to a page that’s not designed to convert
  • Bidding too high on ads
  • Not bidding enough on ads that deliver better ROI
  • Targeting the wrong keywords
  • Lack of tying Google Ads spend to ROI
  • Ignoring mobile device targeting
  • Running the same ads without optimization
  • Lack of branded bidding
  • Ignoring negative keywords

If you suspect you’re experiencing any of these mistakes, we can help. Working with a PPC management agency that has decades of experience (like Digital Current) can help you save time and money long term. Accelerate your Google Ads performance. Contact us.

Bing Ads

Bing only has about 2.78% market share compared to Google’s 92.17%. However… Those users can still turn into revenue for your business. Are Bing PPC ads worth your time? Here’s how to find out.

Bing Ads, now known as Microsoft Advertising, are shown to searchers on sites that are powered by Bing. These include:

  • Bing
  • MSN
  • Yahoo
  • AOL
The Microsoft Search Network has 6.4 billion monthly desktop searches. You’ll never know if your audience is part of those searches without testing.

Bing Ads PPC management services are very similar to Google Ads. You can use each network’s keyword research tool to determine targeting and select broad match and negative keyword targeting.

While the traffic volume for keywords is going to be lower on Bing, if you’re conversion-focused, that may not matter. We recommend testing on both sites to optimize cost-per-conversion and drive customer acquisition costs down. The key is to target the right customers whose clicks are more likely to lead to conversions.

Google Ads vs. Bing Ads: Which Are Better for Ad Spend?

Which PPC network is best? That ultimately depends on the client. In general, we recommend that businesses don’t turn a blind eye to Bing. The lesser-used search engine typically provides some distinct advantages for our clients, including:

  • Less auction competition
  • Lower cost per click compared to Google
  • More control over PPC campaigns and ad groups

Contact us for PPC services for the networks that bring results to your business.

What about other PPC networks?

Like we mentioned, if you’re an ecommerce brand, getting set up with Amazon PPC services is likely a strategy we’d recommend. Depending on your audience, you may want to consider social PPC ads, like on Facebook or LinkedIn, too.

Testing will play a big role in determining the best networks to run PPC ads on. We can optimize your current ad campaigns and test, measure, track and compare all campaigns to make recommendations that bring you the biggest return on investment.

Not sure where you should be running PPC ads? Contact us for a free consultation.
If you’re using Google Analytics to capture website data, you can also use this tool for all of your PPC ad campaigns. Wherever you’re running PPC ads on, including outside of Google, you can use Google Analytics to audit PPC traffic.

It’s important to determine how to tie Google Analytics into your PPC strategy, because you’ll want clear and accurate measurement to optimize PPC campaigns.

In Google Analytics, we can set up goal funnels that track conversions for all your traffic sources. This way, you can compare how PPC strategy compares to other digital marketing efforts. Goal funnels also provide insights into the paths visitors take on the way to becoming customers.

How to set up proper PPC and Analytics tracking

You can set up PPC campaigns right in the Analytics tool. If you’re using Google Ads, you’ll want to add the Google Ads account login as an admin user in Google Analytics to link the account.

For non-Google Ads PPC tracking, use the Google URL Builder to create custom UTM tags for your other PPC accounts. That way, non-Google advertising data will be transferred to Google Analytics. You’ll need to include information like source, medium, term, content and campaign name to accurately track ad campaigns.   

PPC ad monitoring in Google Analytics is extremely important because it shows you how all your PPC channels are performing and how they’re tied to ROI. Tracking enables you to maximize your digital marketing spend, so you can focus on strategies that drive results for your business.
To find an answer to how effective is PPC advertising, you’ll want to determine your return on ad spend (ROAS) in PPC. You’ll take into account your PPC budget and how much you made via PPC ads to find your return. A simple PPC ROI calculation is:

(Revenue – Cost) / Cost x 100 = ROI %

ROI will require looking at how much the entire PPC services management costs. In-house, this can be tricky to calculate when you’re considering employee overhead. When you work with a PPC agency, it’s easier to see your ROI, especially with clear measurement tied directly back to your business.

What do agencies charge for PPC management? That typically depends on the complexity of the PPC campaigns. A larger pay per click advertising budget will require more management, which will affect agency costs.

You may wonder if it’s cost effective to hire external help to manage PPC campaigns. You’ll want to consider what types of results an in-house versus agency strategy will bring you and what those results are worth.

As you’re considering PPC agencies, enquire about the results the agency has brought other players in your space and how those tie back to ROI. With one of our clients, SpotSee, the PPC campaigns we implemented after our PPC audit led to 2.5 times more conversions for $2,000 less per month.

Read the SpotSee PPC case study.

To get the most out of our PPC services, use insights from PPC campaigns for SEO, CRO, a content creation plan and other digital campaigns. With strategic PPC efforts, we help clients apply PPC insights to see a lift in other digital marketing efforts, as well.

Improving PPC ROI is always our goal. That’s why we’re constantly testing and optimizing campaigns to lower cost per click and bring more value with each conversion.

Contact us to learn how we can improve your PPC ROI.

“Performance has been outstanding! Our cost per conversion decreased significantly shortly after starting with Digital Current and continued to improve.”

Jill Malone, Director of Marketing

“Since partnering with Digital Current, PPC has become one of our strongest, most reliable lead drivers. Our conversion rate is averaging 7.24%!”

Erin Triman, Senior Digital Marketing Manager


What keeps you up at night? Sky-high CPCs? Out of control CPA or CPL? Let’s get you a better return.

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