How to succeed with a small PPC budget

Small PPC budget? Don’t sweat. When it comes to Pay-Per-Click (PPC) advertising, it’s easy to assume that a hefty budget is the key to success. However, the reality is that you can achieve impressive results even with a small PPC budget. In fact, with the right strategies and tactics, you can maximise your return on investment (ROI) and make every penny count. Let’s explore how to succeed with PPC on a small budget.

1. Set your bids correctly

You might not have the ‘big bucks’ to spend, but it’s still important to bid correctly on your keywords. This allows Google to accumulate enough data volume, providing you with patterns to analyse and act upon. This is where Google’s Keyword Planner proves invaluable. The Keyword Planner enables you to view search volumes and recommended bids for all your relevant keywords.

Simply input a keyword into the tool, and pay close attention to the bid ranges in the report. These ranges will guide you on how much you should bid on your keywords to generate enough impressions for further campaign optimisation.

2. Ad relevance is key

It’s a common misconception in PPC that having the highest budget guarantees victory in ad auctions. However, this notion couldn’t be further from the truth. Google prioritises ad relevance over budget, which means advertisers who prioritise relevance will secure the bid, regardless of their budget size.

When ads lack relevance to the user’s search query, audiences are less likely to click on them. When clicks decline, Google’s revenue drops as well. Therefore, instead of rushing to increase your budget from hundreds to thousands, it’s wise to first try and perfect your ad relevance.

Craft ad copy that speaks directly to your target audience and aligns seamlessly with the keywords you’re bidding on. When your ads are highly relevant, you’re likely to achieve significantly better results.

3. Don’t spread yourself thin

With a limited budget, it’s crucial to initially concentrate your efforts where they can yield the greatest impact. We recommend starting by selecting a single keyword theme or one of your top-performing products or services. By doing so, you can maximise the potential of your limited resources. If you opt for a flagship product or service – one that you know performs well – you can kickstart your campaign effectively. As you begin to see results and an increase in inbound business, you can gradually allocate your budget to other areas and scale up your efforts from there.

4. Start local

This aligns with the previous point about not spreading your efforts too thin. Many businesses attempt to target a wide geographic area in their initial PPC campaigns, which can be challenging with limited budgets. Our recommendation is to begin by refining your campaign to focus on a select few specific locations and then gradually expand from there.

The targeted area doesn’t necessarily have to be your business’s local region. For instance, if you’re based in London but notice that your leads predominantly come from Cornwall, it’s advisable to make Cornwall your initial target location.

This approach is more cost-effective, as it allows you to start advertising in an area where you already have recognition or prominence. As your PPC efforts generate more business, you can consider investing in broader geographical targeting and brand awareness content.

5. Be more pushy in your ad copy

When you have a larger budget at your disposal, you have the opportunity to create a more comprehensive user journey with multiple touchpoints through PPC. Conversely, when faced with budget constraints, we recommend integrating additional CTAs into your ad copy, tailored to users with a strong search intent. Regardless of your budget size, it’s essential to craft ad copy that is concise, compelling and action-oriented. If you are working with a limited budget, you might want to consider adopting a more assertive messaging approach.

6. Landing page optimisation

Your PPC campaign doesn’t end when a user clicks on your ad; it’s just the beginning. When someone clicks on your ad, they’ll be directed to a landing page on your website. It’s crucial your business ensures your page creates a seamless experience for your audience when they land there.

You can do this by making sure your page loads quickly, offers relevant content and makes it clear what the audience member is meant to do once they arrive. You could be spending thousands on PPC, but if your landing page provides a poor experience for your audience, then your campaigns will be devalued by Google. So, regardless of your budget, a well-optimised landing page can significantly enhance your campaigns.

7. Focus on your negative keywords

Negative keywords are just as crucial as your target keywords. They help filter out irrelevant traffic and prevent wasted clicks. By building out your negative keyword list you can refine your targeting and make sure any money you are spending on keywords are the keywords that are going to be generating the relevant traffic. This is a great approach to ensure you don’t waste any of your already limited budget.

8. Ask Conteur

Effectively managing PPC campaigns can be complex, especially on a small budget. At Conteur, our team of digital marketing experts can assist you in developing and executing a successful PPC strategy while maximising your budget for optimal results.


In conclusion, a small PPC budget doesn’t have to limit your success. The key takeaway is that success in PPC depends more on the quality of your strategy and execution than on the size of your budget. If you’re ready to embark on your PPC journey or need expert guidance, feel free to get in touch with us today.

Hand putting money into jar saying small ppc budget.

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