Five PPC strategies to improve campaign ROI

Executive overview

Most PPC campaigns underperform because advertisers treat each platform in isolation and ignore the signals their data is already generating. Remarketing, cross-channel learning, and mobile optimisation each address a distinct leak in the funnel.

Run remarketing first — it is the highest-converting campaign type available to any advertiser.

Five strategies

1. Remarketing/retargeting — target visitors who did not convert; they are 70% more likely to buy than cold audiences. Works for B2C and B2B.
2. Cross-channel approach — don't just spread budget across platforms; transfer learnings from one channel to another to improve efficiency on all.
3. Mobile-friendly landing pages — over 50% of clicks are on mobile. Use visuals (images, video, GIFs), responsive design, and a CDN to improve load speed.
4. Google Ads grader — use the free tool at neilpatel.com to identify and fix underperforming elements in existing Google Ads campaigns.
5. Match ad format to channel — search, display, social, and shopping ads each behave differently. Adapt creative and copy to the platform norms rather than reusing the same assets.