Here’s Why Skipping PPC Ads in Marketing is Like Skipping Leg Day at the Gym

Have you ever seen people with large torsos and gigantic biceps, but skinny, chicken legs? Those are the people who skip leg day at the gym. It might not seem like a big deal, but skipping leg day creates a physical imbalance and can actually make a person top-heavy and weak.

When you build a strong, muscular upper body, your legs need to be equally strong to support your mass. Without strong legs to match your strong upper body, you’ll actually be less fit than you were before you built your upper body strength. Unbalanced muscular distribution will lead to more injuries, lower sports performance, and poor balance.

Skipping PPC ads will yield the same results for your marketing strategy. Without PPC ads, your marketing efforts will become unbalanced and weak. Without PPC ads, it will be harder to reach your target audience, and conversions will become a struggle.

PPC ads are a marketing pillar

Pay-per-click ads are a marketing pillar. No marketing channel drives targeted traffic like PPC ads. There’s a reason people rely heavily on channels like Facebook, Google, and Instagram to run their PPC ads. In fact, Instagram is one of the most affordable ad platforms around.

According to, Instagram’s cost-per-click (CPC) ranges from $0.5 to $0.95 for ads with destination URLs. For other metrics, the cost ranges from $0.4 to $0.7 for engagement like comments, likes, and shares. That’s pretty affordable, especially compared to Google.

PPC traffic converts better

Statistics show that PPC traffic is more likely to convert than other marketing channels. The average conversion rate is 3.75% for search, although many companies achieve higher conversions.

The reason PPC ads convert better than other marketing channels is the fact that you can specifically target niche markets and demographics.

PPC ads generate highly targeted traffic

Without PPC ads, you’ll lose out on highly targeted traffic. You can advertise on websites with display ads, but you can’t control the traffic that hits those websites, which means you’re wasting ad spend. With PPC ads, you can tailor your traffic to your desired demographics with specificity.

For example, you can target women between the ages of 30 and 40 who work in technology and own a dog. Whatever your ideal demographic target is, you can set your PPC ads to display only to those people.

When you can specify your target, you’ll save money on ads. Unlike display ads that can get clicked by just about anyone, your PPC ads will only get clicked by your set target market. Not everyone will become a customer, but you’ll waste far less ad spend.

You can employ remarketing with PPC ads

If you skip PPC ads, you can’t take advantage of remarketing. If you think PPC ads are effective, remarketing will be a game-changer for your business.

Remarketing is when you only display your PPC ads to people who have interacted with your ads previously. This allows you to market highly specific, tailored messages to people who have already consumed some of your content and/or have clicked on a previous ad.

With remarketing, you can lead people on a journey, bringing them through the stages of the customer journey from merely being interested until they’re ready to buy. With remarketing, you can round up people who stopped short of making a purchase and put them back in your sales funnel.

PPC ads get immediate results

PPC ads are considered part of SEO. However, unlike other marketing channels, PPC ads get immediate results. Other marketing channels require time to pass between the moment you reach a customer and when they make a purchase. With PPC ads, customers convert right after they click on your ad.

Use PPC ads to take your marketing efforts to the next level

If you’re getting less than optimal results from your marketing efforts, consider using PPC ads to get a boost. There is a learning curve, but it’s worth the time required to fully grasp the right techniques.

If you’re not interested in learning how to run your own PPC ads, you can always hire a professional marketing agency to do the work for you. There’s nothing wrong with that. In fact, companies that hire professional marketing firms get better results. You deserve to see bigger and better results from your marketing efforts. Start using PPC ads today and watch your conversions soar.

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