From Clicks to Customers: How PPC Advertising Can Drive Sales

June 17, 2025

Visibility is everything in the competitive digital marketplace. Pay-Per-Click (PPC) advertising is one of the most effective forms of visibility for building revenue from that visibility. Whether you're a small business looking to gain traction or an enterprise scaling up lead generation, PPC offers immediate traffic, targeted reach, and measurable results.

However, getting clicks is just the beginning. The true value of PPC lies in its ability to convert those clicks into paying customers.

In this blog, we will look at how PPC advertising can drive sales, which strategies to use that will differentiate between high-performing campaigns to money-draining campaigns, and how working with the right digital marketing team (like iMarketo) can grow your advertising spend into business growth.

What is PPC Advertising?

PPC or Pay-Per-Click is an internet marketing model where advertisers pay a fee every time their ad is clicked on. It’s essentially a way of buying visits to your website, rather than earning them organically.

Platforms like Google Ads, Facebook Ads, LinkedIn Ads, and Instagram Ads allow you to target specific demographics, interests, behaviors, and keywords, thereby allowing you to put your brand in front of your ideal customers at the right time.

The Real Power of PPC: Sales Acceleration

Many businesses think of PPC as a traffic driver—and it is—but its most important role is in accelerating the buyer journey. Unlike organic strategies that take months to build momentum, PPC can put your product or service in front of interested buyers immediately.

Here’s how PPC translates to real sales:

1. High Intent Audiences

When someone types the search query “best CRM software for small business" in Google, and your ad displays at the top, you are capturing someone with high commercial intent. They aren't searching to learn more or just browsing; they're ready to buy.

PPC gives you the ability to connect with users who are at the decision phase of the buyer's journey, which drastically increases the likelihood of conversion.

2. Laser-Focused Targeting

PPC allows businesses to target users based on many selections such as location, device, time of day, language, interests, job title, etc. Additionally, you can retarget users with relevant offers or content based on the last time they visited your site and what they viewed before deciding to take the next step.

This highly targeted advertising means businesses can maximize ROI through advertising to users most likely to buy their product or service.

3. Data-Driven Optimization

PPC provides real-time performance data so that you can see how many clicks, impressions, and conversions you are generating, and change your campaign immediately.

This facilitates continuous optimization and reduces wasted ad spend, increasing profitability.

Getting a Click is One Thing, but Getting a Sale is Another

Getting a click is one thing. Getting them to a sale is another. Here are some proven strategies to ensure your PPC ads don’t just attract attention—they drive results.

1. Use Intent-Based Keywords

Not all keywords are the same. Some bring traffic, some bring buyers. Focus on commercial and transactional keywords—those that indicate readiness to purchase.

Examples:

"Affordable accounting software for startups"
"Buy organic skincare online"
"Best CRM for freelancers"

At iMarketo, we do a deep dive into your keywords so we can identify high-intent queries that align with your product or service offerings.

2. Write Compelling Ad Copy

Your ad copy is your sales pitch. It must communicate value concisely, directly, and persuasively. Effective copy:

Highlights benefits (not only features)
Addresses pain
Has a strong Call-to-Action (CTA)

Let's compare:

Weak: "CRM software available now"
Strong: "Skyrocket Productivity with the #1 CRM for Small Teams - Try Free Today"

Strong ad copy improves Quality Score on Google Ads, reduces cost per click (CPC), and increases your conversion rates.

3. Align Your Landing Page with Your Ad

One of the biggest reasons for poor conversions in PPC campaigns is a disconnect between the ad and the landing page.

If your ad promises a discount, certainly the landing page shows that offer. If your ad shows a benefit, your landing page should elaborate on that benefit. The user experience should feel seamless and relevant.

4. Use Retargeting to Close More Sales

Retargeting (aka remarketing) is a Pay-Per-Click tactic that allows you to strategically advertise to users who have previously interacted with your brand, whether that includes visiting your site, adding items to a cart, or downloading a guide.

Retargeting keeps your brand top-of-mind and encourages return visits. Studies show retargeted users are 70% more likely to convert.

For example:

Offer a limited-time discount to someone who has abandoned their cart
Campaign a free demo to someone who visited your pricing page

5. A/B Test Everything

From ad headlines and descriptions to landing page layouts and CTA buttons—testing is critical. A/B Testing - also called split-testing - gives you the opportunity to test different variations to see what the best-performing versions are.

Over time, even small gains in your conversion rate (CVR) and reduced customer acquisition cost (CAC) can add up to big wins.

At iMarketo, we utilize data-driven A/B testing to optimize campaigns on an ongoing basis and turn underperforming ads into sales drivers.

6. Track & Measure Analytics

You can’t improve something you don’t measure. To ensure your PPC campaigns drive actual sales, make sure to track important metrics such as:

Click-Through Rate (CTR)
Cost per Click (CPC)
Conversion Rate (CVR)
Cost per Acquisition (CPA)
Return on Ad Spend (ROAS)

These metrics help you identify what’s working and where to refine your approach for better results.

Industries That Thrive on PPC

Almost every industry can benefit from PPC, but some stand out due to competitive search volumes and high conversion potential.

Such as:

E-commerce – Promote best-sellers, flash sales, or seasonal offers
SaaS – Capture trial users and demo requests
Real Estate – can target buyers and sellers based on location
Healthcare – can drive appointments or telehealth sign-ups
Local Services – Plumber, Dentist, Tutor, etc.

Regardless of whether it's B2B or B2C, you can reach potential customers through a perfectly designed PPC campaign at moments when they’re searching for what you offer.

Common PPC mistakes to avoid

Even experienced advertisers can fall into traps that waste budget and hurt performance. Some time-consuming mistakes to avoid include:

Targeting too broad an audience.
Not leveraging negative keywords.
Sending traffic to your homepage and not the relevant, associated landing page.
Failing to track conversions properly
Not utilizing ad extensions (sitelinks, callout, etc.)

Avoiding these mistakes can be the difference between costly campaigns and profitable campaigns.

How iMarketo Can Assist You with PPC Sales

At iMarketo, we don’t just run ads; we implement full-funnel PPC strategies that create actual growth. Here’s how we can help you succeed:

Audience research and buyer intent mapping
Intelligent keyword targeting and negative keyword filtering
High-converting ad creative and copywriting
Landing page optimization and CRO
Continual testing and performance analysis

From the strategy to the execution and everything in between, we make sure your campaign is aligned with your business goals so you can turn those clicks into customers and customers into fans.

Final Thoughts

Clicks are only valuable if they are converting. With the right PPC strategy, you can continually attract qualified leads, reduce your customer acquisition costs, and generate predictable sales at scale.

Whether this is your first campaign or you want to scale an existing one, iMarketo is your trusted partner for results-focused PPC advertising.

Let’s turn your ad spend into revenue. Contact us today!