Providing proactive PPC support to your clients: Top 11 questions they might have about their accounts

If you sell digital advertising solutions and services, offering top-tier PPC support can help set your agency apart from the competition.

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By guiding your clients and answering their questions, you can help them reach their goals and establish profitable, long-term client relationships.

Common PPC support questions and how to address them

Being prepared with thoughtful, informative, and supportive responses to these frequently encountered questions and concerns will help your agency stand out as a trusted, dependable, and transparent partner.

Here’s how to approach 11 concerns you’re likely to encounter in your customer relationships as a reseller of PPC solutions.

1. I’m not getting enough traffic or leads from my PPC campaigns

An SMB client may express this concern when their expectations of traffic and lead generation numbers aren’t being met. They see their digital advertising dollars and other resources, like staff time, going into campaigns that simply aren’t effectively reaching their target audience or generating enough interest. They may want to divert their budget from digital advertising services to other low-cost marketing strategies.

Approaches you can take to resolve this concern include:

• Refine and test: Refine your campaign optimizations and A/B test each component, including the target keywords, ad copy, and visuals.
• Address landing page issues: If a lead generation ad campaign is generating traffic but falling short when it comes to capturing leads, the problem is likely the landing page. Test different designs, call to action (CTA) button placements, copy, and other elements.
• Implement improved campaign monitoring: Use a robust campaign management solution like Vendasta’s Advertising Intelligence to ensure that all traffic and leads are being properly captured.

2. Managing PPC campaigns is overwhelming

SMB owners are notoriously busy, and adding PPC management to their lengthy to-do is simply  unmanageable for many. This is especially true if they have limited experience with digital marketing. Clients may think they’re better off skipping the use of digital advertising until they have more resources to hire dedicated staff for the job.

Approaches you can take to resolve this concern include:

• Use white-label experts to offer PPC support: Enhance your PPC reseller solution by offering full-service digital ad management under your agency’s banner delivered by experienced, knowledgeable white-label pros.
• Use automation tools: Leverage PPC management platforms and automation tools like Advertising Intelligence to streamline routine tasks like bid adjustments and ad scheduling.
• Educate clients: Create resources to answer common questions on PPC management, like best practices documentation, how-to videos, or one-on-one training sessions.

3. I’m spending a lot on PPC ads, but I’m not sure if it’s generating a positive return on investment

SMB clients often have limited marketing budgets, and they want to be sure that each dollar they spend is working efficiently. When they invest in PPC advertising but don’t see a clear correlation between this investment and their profits or leads, they might question the value of their advertising efforts. Your Google PPC support can help them get back on board.

Approaches you can take to resolve this concern include:

• Use conversion tracking: Set up accurate conversion tracking on all PPC platforms to directly link ad spend to profitable actions. This is easiest to manage from one dedicated platform.
• Generate regular reports: Build trust and confidence by providing regular reports that track key performance indicators (KPIs), return on ad spend (ROAS) and return on investment (ROI).
• Set SMART goals: Part of advertising support is helping clients establish specific, measurable, achievable, relevant, and time-bound goals for their campaigns. When you’re working together toward a clear goal, short-term diversions become easier to navigate.

4. I don’t have enough time to manage my PPC campaigns effectively

PPC management for SMBs can be time-consuming, especially when it’s done manually. SMBs, particularly those with limited staff or resources, are likely to have a hard time fitting it into their demanding schedules.

Approaches you can take to resolve this concern include:

• Go automatic: Automated bidding strategies can be used to automate campaigns without the need for frequent manual intervention.
• Sell full-service advertising support: Take PPC management off your client’s plate with the help of white-label PPC experts. Better yet, bundle PPC support and SEO management together to save the client more time while increasing their value to your agency.
• Address bottlenecks: If your client manages their PPC campaigns in-house, they may be getting stuck on key aspects of ads management. Answer their questions on PPC to see if you can help them create a faster workflow.

5. I’m not sure which keywords to target or how to structure my ads

This common concern indicates a lack of expertise in keyword research and campaign organization, both of which are critical for running profitable PPC campaigns.

Approaches you can take to resolve this concern include:

• Keyword research: Offer keyword research services to provide clients with targeted clusters of keywords. These can support their local SEO efforts as well.
• Training resources: Conduct training sessions or create documentation walking SMBs through common PPC questions about keyword research and campaign structures.
• Start simple: Begin with a limited number of straightforward campaigns structured around keyword themes.

6. I don’t understand the analytics with my PPC campaigns

PPC platforms generate a wealth of data that can be indecipherable for clients without a background in digital marketing, leading to confusion and misinterpretation.

Approaches you can take to resolve this concern include:

• Custom dashboard: Use a PPC management platform that offers dashboard customizability, like Advertising Intelligence. Include only relevant metrics for simplicity.
• Reporting: Create clear, easy-to-understand reports to help clients keep up with how KPIs are progressing.
• Answer questions on PPC: Offer personalized walkthroughs of essential KPIs and enable clients to share their questions for PPC managers.

7. I want to expand my reach on other platforms besides Google Ads

Your client may be ready to explore new avenues to reach a wider—or different—audience. They may feel that they’ve maximized their reach on Google Ads or that their target audience is more active on other platforms.

Approaches you can take to resolve this concern include:

• Expand your services: Provide multi-platform PPC management.
• Research each audience: Assist clients in identifying unique characteristics about their audience on each advertising platform being used.
• Single dashboard: Use a digital advertising solution that enables campaigns across different platforms to be viewed and managed from one dashboard.

8. How do I measure the effectiveness of PPC campaigns?

Today’s SMBs are well aware of the importance of data in gauging the success of any digital marketing strategy, but they may have questions to ask their PPC agency about how exactly to interpret that data.

Approaches you can take to answer this question include:

• Key metrics education: Provide PPC support and education regarding KPIs like click-through rate (CTR), cost per click (CPC), conversion rate, and return on ad spend (ROAS).
• Conversion tracking: Set up conversion tracking so that clients can view which campaigns and ads are producing the best results.
• Goal-setting: Help clients set realistic goals and walk them through how to gauge if they are being met.

9. How do my competitors keep outperforming me in PPC advertising?

If your clients have questions on PPC competition, they likely understand the basics of creating a campaign, but require support when it comes to the finer details of boosting their ROAS.

Approaches you can take to answer this question include:

• Competitor analysis: Conduct a competitor analysis to understand competitors’ strategies and keywords.
• Bidding strategy: Recommend a strategic increase in budget or bids on high-performing keywords.
• PPC audit: Provide PPC support to audit all aspects of the current strategy, from keywords to ad copy and landing pages.

10. I want to explore other advertising formats

Most businesses start out with relatively basic photo or video formats for their ads. Your client may feel that their current advertising format isn’t resonating with their audience or, they may simply want to experiment with different formats to increase engagement.

Approaches you can take to offer PPC support include:

• Ask questions: Take the time to understand your client’s concern: Are they dissatisfied with current ad performance, or do they want to create a more robust campaign strategy?
• Education: Walk your client through other ad formats including Google shopping ads, Facebook instant experience ads, and carousel ads.
• Create diversified campaigns: Implement different ad formats and answer any PPC questions they may have about how to track and compare results.

11. I can’t keep up with the latest PPC trends, best practices, and algorithm updates

PPC is a rapidly evolving field, and SMBs may struggle to keep up due to time constraints or a lack of specialized knowledge.

Approaches you can take to resolve this concern include:

• Strategy reviews: Conduct periodic reviews to discuss new opportunities or important changes.
• White-label management: Leave the work of PPC management to white-label professionals who are always up to date with the latest knowledge and strategies.
• Webinars: Consider hosting periodic industry update webinars and invite clients to join with their list of questions to ask their PPC agency.

Frequently asked questions

Are there any reliable PPC support forums or communities where I can seek assistance?

Yes, there are several reliable PPC forums you can consult, like Google Ads Community, r/PPC or Reddit, and Moz’s Q+A forum. These spaces are filled with professionals and enthusiasts who share questions and offer digital advertising support.

What are the best practices for PPC support and troubleshooting?

Best practices for PPC support include regular campaign monitoring, conducting frequent A/B tests, using analytics for decision-making, and seeking professional PPC support when necessary. Troubleshooting often involves analyzing data, identifying performance drops or spikes, and making strategic adjustments.