How to Execute a PPC Campaign in Australia: The Complete Founder’s Guide
- Christopher. H
- Oct 7
- 5 min read
I’ve coached founders who were terrified of pay-per-click advertising because they’d heard horror stories of burning thousands with no sales. When you learn how to execute PPC campaigns properly, you stop guessing, start tracking, and turn ads into measurable growth.
PPC isn’t just about paying for clicks. It’s about paying for the right clicks—and building a system that converts them into customers.
When Michael launched his IT services firm, he jumped into Google Ads, chose “broad match” keywords like “IT support,” and set a $2,000 budget. Within two weeks, most of his clicks came from job seekers, students, and irrelevant searches. Zero leads.
He paused, sort our guidance, and rebuilt. We executed a PPC campaign with tightly grouped keywords, exact match for “IT support Brisbane,” negative keywords to block job hunters, and a clear landing page offer. Within a month, he was closing leads at $150 each—well below his $1,200 client value.
The campaign didn’t fail. The execution did. Once fixed, PPC became his best growth channel.
What Exactly Is Executing a PPC Campaign?
Executing a PPC campaign means moving from planning into action—building, launching, and managing pay-per-click advertising so you drive measurable results. It covers:
Setting campaign objectives (leads, sales, awareness).
Choosing the right platform (Google, Bing, LinkedIn, Meta).
Building ad groups with focused keywords.
Writing and launching ads (text, display, video).
Setting bids and budgets.
Tracking conversions and optimising performance.
Examples:
Airtasker ran Google Ads for “hire local handyman Sydney,” capturing high-intent leads.
Canva invested in brand PPC to dominate their own name in searches and stop competitors from hijacking clicks.
Menulog used paid search + display retargeting to capture hungry customers in minutes.
Execution is the bridge between strategy and results.
Why This Could Make or Break Your Business
Financial Impact: PPC costs add up fast. Bad execution means wasted spend, while good execution delivers profitable leads.
Competitive Advantage: Many AU startups dabble with PPC but execute poorly. Sharp execution puts you miles ahead.
Scalability: PPC can scale in days. If execution is strong, you can double spend and double leads quickly.
Investor Appeal: Predictable CAC (customer acquisition cost) is a key metric for raising capital. PPC execution provides it.
Done right, PPC isn’t an expense—it’s a growth multiplier.
Before You Start
Here’s your PPC pre-flight checklist:
Clear campaign objective (leads, e-commerce sales, bookings).
Conversion tracking installed (Google Tag, Meta Pixel, LinkedIn Insight Tag).
Landing page optimised for conversions (fast, mobile-friendly, clear CTA).
Defined keyword list (including negatives).
Budget decided ($1,000+ recommended for initial learning).
Competitor ad review (use Google Ad Preview or SEMrush).
One person assigned to monitor campaigns daily.
Skipping prep guarantees wasted clicks.
How to Execute a PPC Campaign:
Step by Step
Step 1: Choose Your Platform
Google Ads for high-intent searches.
Bing Ads for cheaper but smaller reach.
Meta for awareness and retargeting.
LinkedIn for B2B lead gen.
Result: You advertise where your buyers actually search.
Step 2: Define Your Objective
Sales: e-commerce or SaaS sign-ups.
Leads: booking demos, quote requests.
Awareness: impressions, brand lift.
Result: Campaigns optimise for the right outcomes, not vanity clicks.
Step 3: Build Ad Groups by Theme
Group keywords into tight clusters (e.g., “IT support Brisbane”).
Use match types: exact, phrase, broad modified.
Add negative keywords to block irrelevant traffic.
Result: Ads show up only for relevant searches.
Step 4: Write Compelling Ad Copy
Headline: keyword + benefit (“IT Support Brisbane – Fast & Local”).
Description: proof + CTA (“24/7 help, trusted by 200+ AU firms. Call today.”).
Use ad extensions: callouts, sitelinks, phone number.
Result: Your ads stand out, earn clicks, and set expectations.
Step 5: Set Bids and Budgets
Start with manual CPC or max clicks.
Daily budget = 10–20x expected CPC.
Monitor average position and impression share.
Mentor Tip: Don’t chase position #1 at any cost—it often burns budget.
Result: Your spend matches your goals and scale.
Step 6: Launch With Conversion Tracking
Test each conversion (form fills, purchases, calls).
Verify in Google Ads/Analytics.
Only optimise once data flows in.
Result: You know exactly what’s working, not just what’s getting clicks.
Step 7: Monitor and Optimise Weekly
Check CTR (click-through rate).
Track CPC (cost per click) vs CPA (cost per acquisition).
Pause poor-performing keywords.
Split-test ad copy and landing pages.
Result: Your campaigns get cheaper and smarter every week.
Common Mistakes to Avoid
A Melbourne founder targeted broad match “accounting.” He paid for clicks from students, tutorials, and irrelevant searches. Broad match killed his budget.
An e-commerce store launched PPC ads but sent clicks to their homepage. Bounce rates soared, conversions tanked. Always use tailored landing pages.
A SaaS startup let campaigns run on autopilot for months. Clicks came, costs rose, and no one noticed until the credit card maxed out. PPC needs ongoing optimisation.
Real-World Examples
A Sydney law firm executed PPC campaigns targeting “business lawyer Sydney” with clear copy and dedicated landing pages. Leads came in at $90 each, well below their $3k case value.
A Perth tradie spent $800 on PPC ads targeting “plumber.” Most clicks came from the US. He forgot to set location targeting. Result: zero local leads.
Execution details matter more than budget.
What It Costs and How Long It Takes
DIY / In-house:
$0–$100 cash (accounts are free), but 15–30+ hours on keyword research, setup, and optimisation.
Time heavy.
Template/Resource:
$50–$300 for PPC campaign templates or keyword planners;
reduces to 3–8 hours.
Professional / Done-for-you:
$1,000–$10,000+/month for PPC managers or agencies.
Expensive but efficient.
Ongoing / Renewal:
$100–$500/year in tracking/reporting tools.
Hidden Costs: wasted spend from bad targeting, low quality scores, or poor conversion tracking.
Mentor Tip: DIY for learning, but outsource once ad spend crosses $2k–$5k/month.
What to Do Next
By acting today, you stop bleeding budget and start building a predictable lead engine.
➡️ Grab a resource from ProDesk. It’s where proactive founders get simple tools to move faster and avoid costly mistakes [ProDeck.com].
➡️ Book with Noize and get it done for you. We’ve helped thousands Australian founders grow their businesses with our trusted PPC experts [Noize.com.au].
➡️ Get The StartupDeck—200+ proven business moves in one practical toolkit. Use it to build momentum and scale faster [theStartUpDeck.com].
The Bottom Line
Executing a PPC campaign is one of the most practical ways to test offers and scale quickly. But the difference between profit and pain isn’t the budget—it’s execution.
Get it wrong, and you’ll waste money on junk clicks. Get it right, and you’ll acquire customers profitably and predictably.
For founders in Australia, mastering PPC execution early is a competitive edge you can’t afford to skip.
FAQs
How much should I spend on my first PPC campaign?
Plan at least $1,000–$2,000 for testing. Too small, and you won’t gather enough data to optimise.
Is Google Ads better than Meta for PPC?
Google Ads is intent-driven (people searching). Meta is demand generation (you interrupt scrolling). Start with the one that matches your product.
Do I need an agency to execute PPC campaigns?
Not necessarily. With patience and structured learning, founders can run campaigns themselves at first. Later, agencies help scale.
How quickly will I see results?
Clicks start immediately, but meaningful ROI takes 2–4 weeks of optimisation.
Can PPC work for local businesses?
Yes—location targeting makes PPC ideal for tradies, cafés, and service providers.
Comments