In this video, I go over how you should test Google Ads, Facebook Ads, and even Microsoft Advertising to drive additional leads. With small budgets, you can still drive some results. You may need a larger budget for more competitive industries. For this video, I go over how I'm using Google Ads, Facebook Ads, and Microsoft Advertising to drive more inbound leads for my new Podia email list. If I can consistently increase my email subscribers, then I can get them into my funnel. From there, I have people that I can send messages to directly to their inbox.

The Top 3 PPC Channels for Inbound Marketing

When it comes to paid advertising for inbound marketing, three channels stand out:

  1. Google Ads

  2. Facebook Ads

  3. Microsoft Advertising

While Google Ads typically leads the pack, Facebook Ads can sometimes outperform it, depending on your niche and target audience. That's why it's crucial to experiment with all three channels, even if you start with a modest budget.

Getting Started with Small Budgets

You don't need a hefty budget to begin your PPC journey. In fact, you can start with as little as $5 per day for each channel. This approach allows you to:

  • Test your advertising concept

  • Gather initial data

  • Refine your targeting and messaging

Setting Up Your PPC Campaigns

Let's walk through the process of setting up a campaign, using a Google Ads example for promoting a Google Ads course and building an email list.

1. Define Your Goal

In our example, the primary goal is to increase email subscribers for a Google Ads course. This approach helps build a long-term audience that can be nurtured and converted into customers over time.

2. Create Compelling Landing Pages

Design simple yet effective landing pages that clearly communicate your offer. In this case, two landing pages were created:

  • A page offering free Google Ads training

  • A page highlighting the benefits of the course

Both pages include a clear call-to-action (CTA) to sign up for the email list.

3. Set Up Conversion Tracking

Proper conversion tracking is crucial for measuring the success of your campaigns. Use Google Tag Manager to track:

  • Email sign-ups

  • Course purchases

  • Thank you page visits

4. Choose Your Keywords

Start with a focused list of exact match keywords related to your offer. For example:

  • "learn how to run Google ads"

  • "Google ads course"

  • "free Google ad courses"

  • "Google ads learning"

5. Create Compelling Ad Copy

Craft ad copy that speaks directly to your target audience's needs and highlights the value of your offer.

6. Set Your Budget and Bidding Strategy

Begin with a small daily budget (e.g., $5) and use a bidding strategy that aligns with your goals. For lead generation, consider using "Maximize Conversion Value" with a target return on ad spend (ROAS).

Optimizing Your PPC Campaigns

As your campaigns run, continually optimize them for better performance:

  1. Analyze search terms to identify new keyword opportunities

  2. Add negative keywords to eliminate irrelevant traffic

  3. A/B test your ad copy and landing pages

  4. Adjust your bids and budgets based on performance

Leveraging PPC for Long-Term Audience Building

PPC advertising isn't just about immediate conversions. It's a powerful tool for building a long-term, engaged audience. Here's how to make the most of it:

1. Create a Value-Packed Email Sequence

Develop an email sequence that provides value to your subscribers. For example:

  • Send a free Google Ads training video

  • Share tips on avoiding common Google Ads mistakes

  • Offer exclusive content or discounts

2. Segment Your Email List

Use your email marketing platform to segment subscribers based on their interests and behaviors. This allows for more targeted and relevant communication.

3. Continuously Nurture Your Audience

Regularly send valuable content to your email list, keeping your brand top-of-mind. This approach increases the likelihood of conversions when you launch new products or services.

4. Retarget Your Audience

Use retargeting ads to stay in front of people who have shown interest in your offerings but haven't converted yet.

Measuring Success: Customer Acquisition Cost vs. Lifetime Value

To determine the effectiveness of your PPC campaigns, consider two key metrics:

  1. Customer Acquisition Cost (CAC): The total cost of acquiring a new customer through your PPC efforts.

  2. Customer Lifetime Value (CLV): The total revenue you expect to generate from a customer over their entire relationship with your business.

Aim for a CLV that's significantly higher than your CAC to ensure profitability and scalability.