Paid Search & PPC Mechanics
If PPC isn’t profitable, the problem is usually measurement + lead quality, not “needing more spend.”
If your goal is to scale from 5–6 figures to $1M+, you need PPC that behaves like a system: define intent, filter leads, and measure outcomes that align with revenue.
This hub covers the mechanics agencies often ignore: segmentation, recency windows, exclusions, and remarketing strategy. So you can fix performance or replace your agency with confidence.
Why isn’t Google Ads working for my small business?
Answer: Usually it's one of these causes:
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Conversions are wrong (tracking junk actions)
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Search terms are unmanaged (paying for irrelevant intent)
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No exclusions (audiences/placements/locations are too broad)
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Landing page mismatch (traffic doesn’t match page promise)
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Follow-up is slow (good leads go cold)
What should I ask my PPC agency this week?
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“Show me search terms and what you excluded.”
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“Define a qualified lead and show last month’s rate.”
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“What’s our target CAC and how close are we?”
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“What test are we running next and why?”
Remarketing and audience control
Using Remarketing Lists for Search Ads: Timing, Frequency, and Strategy
This guide explains how to use RLSA by intent and recency—hot vs warm vs cold—so you don’t bid the same on everyone. It shows how to control frequency, avoid wasted retargeting, and increase conversion rate without blindly raising budgets.
B2B Remarketing: Why It’s Important and Top B2B Remarketing Strategies
B2B remarketing fails when it treats a long sales cycle like ecommerce. This guide covers segmentation, sequencing, and measurement that still works when conversions don’t happen on the first click. It’s especially useful if multiple stakeholders influence the decision.
Can you run PPC for us?
Answer: Yes, if you want disciplined, revenue-tied management.
Credibility and transparency
By: Pretty-Impressive.com Paid Search Team
Reviewed by: Analytics lead
Last updated: January 2026
Sources: Google Ads Help Center, GA4 Setup Docs