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Ifigenia Arampelou
Director of Digital Transformation


Pay-Per-Click (PPC) advertising has become an essential strategy for businesses looking to increase their online visibility and drive conversions. However, running successful PPC campaigns requires careful planning, continuous optimization, and avoiding common pitfalls that can waste your budget and hinder your campaign's effectiveness. In this article, we will explore the most common mistakes to avoid in PPC campaigns and provide insights on how to steer clear of them.

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Lack of Clear Goals and Strategy:

Example: Consider an insurance company aiming to generate leads for their life insurance products. Without clear goals and a solid strategy, they might launch PPC campaigns without a specific target audience or campaign objectives. However, by defining their goals, such as increasing the number of life insurance quote requests by 20% in three months, and developing a strategy that includes targeting individuals searching for "life insurance quotes" or "best life insurance plans," they can align their PPC efforts towards achieving measurable results.

Poor Keyword Selection and Research:

Example: Imagine the same insurance company neglects to conduct thorough keyword research and ends up targeting broad terms like "insurance" or "coverage." This approach may result in attracting a wide range of searchers who are not necessarily interested in life insurance. Instead, conducting extensive keyword research to target specific terms such as "term life insurance quotes" or "whole life insurance policy benefits" will help them attract a more relevant audience and increase the chances of generating qualified leads.

Irrelevant or Poorly Written Ad Copy:

Example: Suppose the insurance company's ad copy simply states "Get Insurance Coverage Now" without specifying the type of insurance or the unique value they offer. This generic ad may fail to capture the attention of their target audience. Instead, crafting compelling ad copy like "Protect Your Loved Ones with Affordable Life Insurance Coverage" highlights their value proposition and resonates with individuals searching for life insurance, increasing the likelihood of clicks and conversions.

Neglecting Landing Page Optimization:

Example: Let's say the insurance company directs users who click on their PPC ad to a generic homepage instead of a dedicated landing page showcasing their life insurance products and benefits. This can lead to a disjointed user experience and potentially deter visitors from taking action. By optimizing a landing page that provides comprehensive information about their life insurance policies, highlights their competitive rates, and offers a clear call-to-action for obtaining a personalized quote, they can improve conversion rates and capture more leads.

Ineffective Ad Scheduling and Budgeting:

Example: Imagine the insurance company's PPC ads for life insurance are displayed around the clock, including hours when their target audience is less likely to be actively searching for insurance options. By analyzing campaign data, they can identify patterns in conversions and adjust their ad schedule accordingly. For instance, they may find that the majority of their quote requests come in during weekday evenings. By focusing their budget and scheduling their ads to run during those peak times, they can optimize their ad spend and increase the chances of generating quality leads.

Failure to Monitor and Analyse Campaign Performance:

Example: Suppose the insurance company doesn't monitor key performance metrics such as click-through rates (CTRs), conversion rates, and cost per acquisition (CPA). This oversight can prevent them from identifying underperforming ads, keywords, or targeting options that are draining their budget without delivering results. By regularly reviewing campaign data, they can identify low-performing elements and make data-driven adjustments to improve their PPC campaigns, ensuring that they achieve their desired outcomes.

Disregarding Ad Testing and Experimentation:

Example: Suppose the insurance company has multiple variations of ad copy available but fails to test them against each other. By conducting A/B testing, they can compare different versions of their ad copy, headlines, or calls-to-action to determine which variations perform better in terms of click-through rates and conversions. For instance, they may find that an ad emphasizing "Affordable Premiums" generates more clicks and conversions compared to one emphasizing "Comprehensive Coverage." This insight enables them to optimize their campaigns and allocate resources effectively.


PPC advertising can be a highly effective strategy for driving targeted traffic and achieving your business goals. By injecting examples into each point and avoiding common mistakes, such as setting clear goals, conducting thorough keyword research, crafting compelling ad copy, optimizing landing pages, monitoring performance, and embracing testing and experimentation, the insurance company can sidestep the pitfalls that can derail their PPC efforts. Remember, PPC requires continuous optimization and adaptation to maximize results. Learn from mistakes, leverage data-driven insights, and refine strategies to unlock the full potential of PPC advertising for business growth and success.

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