How To Plan Your Paid Search Strategy In 3 Steps

Paid search marketing is a fast, measurable, and cost-effective way to scale your business. It’s also a great way to introduce your brand to new customers, especially if you’re just getting started with marketing or don’t have a lot of cash to spend on other types of ads.

However, paid search can be tricky to master. When creating a PPC (pay-per-click) strategy that works for your business, there are many different factors to consider. Fortunately, planning and executing a winning campaign isn’t as hard as it sounds. Read on to find out more about planning your Paid Search strategy in just three steps!

What is Paid Search Marketing?

Paid search marketing is an online advertising strategy that allows brands to buy advertising space on search engine results pages (SERPs) to drive traffic to their website or landing page. Google Search is the primary medium for this.

Paid search advertising allows you to buy your way to the top of results pages by paying a fee to host an ad that users will see when they search for a specific product or service. The fee is charged based on the number of clicks your ad had, and the cost of the fee is determined by a variety of factors, including keyword competition and the perceived “quality” of your business and website.

With paid search marketing, you’ll bid on keywords that your potential customers are searching for online, like “local plumbers,” “best auto repair shops,” or “pest control near me.” Your ad will show up towards the top or the side of the page as hyperlinked “ads” that will take users to your website or landing page.

Step 1 – Knowing your Audience

This is a crucial step in any marketing strategy and is especially important for paid search campaigns. You’ll want to get to know your customer base and their behavior to identify the best keywords to target. To do this, start by completing an audit to identify your customers and their demographics.

For example, if you run a business that serves both homeowners and contractors, you’ll want to know how each of these customer segments prefers to be contacted and where they’re most likely to turn when they need service.

This will help you tailor your paid search ads and landing pages to appeal to each of these groups. If one segment prefers being contacted by your sales team by email and the other prefers text, you’ll need to know that when setting up your landing page.

Step 2 – Knowing your product/service

No matter what business you run, you’ll want to be clear on the specific product or service your company provides. This will help you choose the right keywords to target.

While many paid search campaigns use broad terms like “plumbers” or “locksmiths,” you may want to consider using more specific terms (also known as long-tail keywords) like “plumbing repair services Omaha” or “emergency locksmiths Boston.” This will help you show up for relevant searches and, in turn, boost clicks to your business.

Your product/service information is also helpful when creating your campaign goals. Knowing what you’re trying to achieve with each ad will help you write more effective ads and gauge performance.

For example, if you want to drive foot traffic to your brick-and-mortar business, use broad keywords that customers in your area would search for that connect to local events or locations.

Or, if you want to boost brand awareness and generate leads, you may want to focus on less common keywords that will drive potential customers to your website that don’t necessarily target specific intent. An example of this could be a pest control agency in Jacksonville, FL, targeting the keyword “how common are cockroaches in Florida.”

Step 3 – Knowing your ad budget

You’ll want to know how much you’re willing to spend on paid search. Many factors go into selecting an appropriate budget, like the number of leads you need from the ads and the competition of the targeted keywords.

Given that paid search is a great way to get started with online advertising, it’s often a good idea to start small. You can always increase your budget as needed or as your business grows.

Plenty of paid search tools and calculators will help you estimate your ad budget based on the number of keywords you want to target, your daily budget, expected click-through rate (CTR), and other factors.

For a detailed look at calculating your paid search budget, check out this guide and calculator from Data Driven.


Paid search marketing is a great way to introduce your brand to new customers and drive sales. However, it can be tricky to create a successful campaign.

To do so, you’ll want to start by understanding your customer base and their behavior. You’ll also want to be clear on your product/service offerings and know what you’re trying to achieve with each ad. It’s also important to know how much you’re willing to spend on paid search is also important.

With these steps in mind, creating a winning paid search strategy is easier than you might think! Plus, don’t forget that Lizard’s killer paid search experts can eliminate the hassle of self-managed accounts. Contact us today to schedule a consultation!

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