How to Optimise Your PPC Campaigns in Leeds

Pay-Per-Click (PPC) advertising is one of the fastest and most effective ways to drive targeted traffic to your business — but without the right strategy, it can become an expensive and underperforming channel. For businesses in Leeds, the highly competitive local market means that a well-optimised PPC campaign is essential for standing out and capturing valuable leads.

At Zeal, we specialise in creating high-ROI PPC campaigns tailored to the Leeds market. With a deep understanding of local search behaviour and a data-driven approach, we help businesses reduce cost-per-click (CPC), improve targeting, and increase conversions.

Why PPC is Essential for Leeds-Based Businesses

Leeds is one of the fastest-growing business hubs in the UK, with a thriving digital economy and a highly competitive market across industries like finance, legal services, retail, hospitality, and technology. For businesses looking to stand out in such a saturated environment, PPC offers a direct and effective way to reach local customers.

Key Elements of a High-Performance PPC Campaign

A successful PPC campaign isn’t just about setting up ads and hoping for the best — it requires a strategic, data-driven approach that focuses on targeting the right audience, maximising ad relevance, and optimising budget efficiency. Below are the core elements that contribute to a high-performing PPC campaign:

1. Targeting the Right Keywords

Choosing the right keywords is the foundation of any PPC campaign. Without the right targeting, you risk wasting budget on irrelevant traffic.

Best Practices for Keyword Targeting:

• Focus on Commercial Intent – Keywords that show buying intent (e.g., “buy running shoes in Leeds”) tend to convert better than informational keywords.
• Use Local Modifiers – Adding location-based terms (e.g., “near me,” “in Leeds,” “Leeds city centre”) ensures your ads reach a relevant local audience.
• Avoid Broad Match Keywords – Broad match can cause your ads to appear for loosely related searches, increasing cost without improving conversions.
• Use Negative Keywords – Exclude irrelevant search terms to prevent wasting budget. For example, if you run a high-end furniture store, you might want to exclude terms like “cheap” or “discount.”

Example:
A Leeds-based personal trainer could target high-intent keywords like:

• “personal trainer Leeds”
• “strength training Leeds”
• “gym near me”

While excluding terms like:

• “free personal trainer”
• “cheap gym membership”

2. Creating Compelling Ad Copy

The quality of your ad copy directly impacts your click-through rate (CTR) and Quality Score — both of which influence how much you pay per click and where your ad appears in search results.

Best Practices for Ad Copy:

• Use Action-Oriented Language – Phrases like “Get Started Today,” “Book Now,” or “Learn More” encourage users to take action.
• Include Keywords in the Headline – This increases relevance and improves Quality Score.
• Highlight Your Unique Selling Proposition (USP) – Mention what makes you different (e.g., “Free Delivery,” “Open 24/7”).
• Add a Clear Call-to-Action (CTA) – Every ad should tell the user what to do next (e.g., “Call now,” “Get a free quote”).

Example:

Headline: “Top-Rated Italian Restaurant in Leeds – Book Your Table Today”
Description: “Authentic Italian dishes, locally sourced ingredients. Open 7 days a week. Reserve your table now!”

3. Optimising Landing Pages

Your PPC ad is only half of the equation — the landing page it leads to is just as important. A poorly designed landing page with slow load times or irrelevant content will drive up your bounce rate and reduce conversions.

Best Practices for Landing Pages:

• Match the Ad to the Landing Page – If the ad promotes “free consultation,” the landing page should focus on the consultation — not other services.
• Remove Distractions – Keep the design simple and focused on one goal (e.g., lead capture or product purchase).
• Include Strong CTAs – Guide the user toward the next step (e.g., “Get a Free Quote”).
• Mobile Optimisation – Ensure fast load times and a smooth experience on mobile devices.
• Trust Signals – Include reviews, testimonials, and security badges to increase trust and credibility.

Example:
If an ad promotes “Free Personal Training Consultation in Leeds,” the landing page should:

• Focus on the benefits of the consultation.
• Include a clear form to book the consultation.
• Feature customer testimonials to build trust.

4. Geo-Targeting and Local Bid Adjustments

Geo-targeting allows you to focus your ad spend on people most likely to convert by limiting where your ads are shown.

Best Practices for Geo-Targeting:

• Target Specific Postcodes – Focus on high-performing areas within Leeds (e.g., LS1, LS2, LS6).
• Use Radius Targeting – Set a radius around your business location to target local customers.
• Adjust Bids Based on Location Performance – Increase bids for areas where you see higher conversion rates and decrease them for low-performing areas.

Example:
A Leeds-based hair salon could target:

• Leeds city centre (higher bids).
• Suburban areas around Leeds (lower bids).

While excluding:

• Competitor-heavy areas or regions where conversion rates are low.

5. Retargeting and Audience Segmentation

Retargeting allows you to reach people who have already interacted with your website or brand but didn’t convert.

[h4] Best Practices for Retargeting:

• Segment by Behaviour – Create separate retargeting lists for different actions (e.g., cart abandoners vs. product viewers).
• Set Frequency Caps – Avoid bombarding users with the same ad too often.
• Exclude Converters – Once a user has converted, stop showing them the ad or switch to an upsell campaign.

Example:

• A user who abandoned a cart for running shoes could see an ad for a 10% discount to encourage them to complete the purchase.
• A user who visited your homepage but didn’t browse products could see a more general brand-awareness ad.

6. Using Ad Extensions

Ad extensions increase the size and visibility of your ad, improving click-through rates and providing more information to users.

Types of Ad Extensions:

• Sitelink Extensions – Direct users to specific pages (e.g., “Contact,” “About,” “Services”).
• Call Extensions – Add a clickable phone number to your ad.
• Location Extensions – Display your business address and proximity to the user.
• Promotion Extensions – Highlight special offers and discounts.
• Structured Snippets – Provide additional details about your products or services.

Example:
An ad for a Leeds-based gym could include:

• A sitelink to the class schedule.
• A call extension for booking a trial session.
• A location extension showing the gym’s address and opening hours.

7. Continuous Testing and Optimisation

PPC is not a “set and forget” strategy — ongoing testing and refinement are essential for maximising ROI.

[h4] Best Practices for Optimisation:

• A/B Test Ad Copy – Test different headlines, CTAs, and descriptions.
• Adjust Bids Based on Performance – Increase bids for high-converting keywords and reduce spend on low-performing ones.
• Monitor Quality Score – Improve ad relevance and landing page experience to lower CPC.
• Analyse Search Terms – Regularly review search term reports to identify and exclude irrelevant queries.

Example:

• Test two different ad headlines: “Book a Free Consultation” vs. “Get Expert Advice Today.”
• Monitor which headline generates a higher click-through rate and adjust the campaign accordingly.

Why These Elements Matter:

• Targeted keywords ensure that you reach the right audience.
• Strong ad copy increases click-through rates.
• Optimised landing pages improve conversions.
• Geo-targeting reduces wasted spend and increases relevance.
• Retargeting allows you to capture lost opportunities.
• Continuous testing ensures that your campaign evolves and improves over time.

When these elements work together, they create a PPC campaign that delivers higher ROI, more qualified leads, and increased revenue — all while keeping your cost-per-click under control.

How to Measure the Success of Your PPC Campaigns

Tracking and measuring the performance of your PPC campaigns is essential for understanding what’s working, identifying areas for improvement, and maximising your return on ad spend (ROAS). Successful PPC campaigns are built on data-driven decisions — without accurate measurement and analysis, you risk wasting budget and missing out on valuable opportunities.

Here are the key metrics and methods you should use to measure the success of your PPC campaigns:

1. Click-Through Rate (CTR)

CTR = (Number of Clicks ÷ Number of Impressions) × 100

CTR measures how effective your ad copy and targeting are at driving engagement. A low CTR indicates that:

• Your ad copy may not be compelling enough.
• The keywords you’re targeting may not match search intent.
• The ad format or visual presentation may not be engaging.

Benchmark:

• A CTR above 3% for search campaigns is generally considered good.
• Display campaigns typically have lower CTRs (around 0.5%–1%).

How to Improve CTR:

• Test different headlines and CTAs using A/B testing.
• Ensure that the keywords in your ad copy match user intent.
• Use ad extensions to increase visibility and provide more information.

Example:
A Leeds-based solicitor running an ad for “family law services” could improve CTR by including more specific wording like “Free Family Law Consultation in Leeds – Book Now.”

2. Conversion Rate

Conversion Rate = (Number of Conversions ÷ Number of Clicks) × 100

Conversion rate measures how effectively your landing page converts visitors into customers or leads. Even if your ads generate high traffic, poor landing page performance can reduce overall ROI.

Benchmark:

• Average conversion rate for search campaigns: 3%–5%
• High-performing campaigns: 8%–12%

How to Improve Conversion Rate:

• Optimise landing page load time (under 2 seconds).
• Ensure that landing pages match ad messaging.
• Use strong CTAs (e.g., “Get a Free Quote Today”).
• Remove unnecessary form fields to reduce friction.

Example:
If a Leeds-based personal trainer runs an ad for a free consultation but the landing page doesn’t mention the consultation or include a booking form, the conversion rate will drop.

3. Cost-Per-Click (CPC)

CPC = Total Ad Spend ÷ Number of Clicks

CPC reflects how much you are paying for each visitor who clicks on your ad. Lower CPC means you’re driving more traffic for the same budget.

Benchmark:

• Google Search Ads: £1.00–£2.50 per click (varies by industry).
• Display Ads: £0.20–£1.00 per click.

How to Reduce CPC:

• Improve Quality Score by refining ad relevance and landing page experience.
• Test different bid strategies (e.g., Target CPA, Maximise Conversions).
• Use negative keywords to prevent irrelevant clicks.

Example:
A Leeds-based eCommerce store might reduce CPC for “buy running shoes” by improving Quality Score through better ad copy and more targeted landing pages.

4. Quality Score

Google assigns a Quality Score (out of 10) based on:

• Ad Relevance – How closely your ad matches the search query.
• Landing Page Experience – How relevant and easy to navigate the landing page is.
• Expected CTR – How likely users are to click your ad based on historical data.

A higher Quality Score reduces CPC and improves ad rank.

How to Improve Quality Score:

• Ensure ad copy includes target keywords.
• Improve landing page relevance and load speed.
• Add ad extensions to provide more value.

Example:
An ad for “best Italian restaurant in Leeds” with a Quality Score of 8/10 will pay less per click and appear higher in search results compared to a competitor with a Quality Score of 5/10.

5. Impression Share

Impression Share = (Number of Impressions ÷ Total Eligible Impressions) × 100

Impression share reflects how often your ad appears when users search for relevant terms. A low impression share may indicate:

• Budget constraints.
• Poor ad relevance.
• High competition.

How to Improve Impression Share:

• Increase your budget or bids for high-performing terms.
• Improve Quality Score to reduce CPC and increase visibility.
• Use dayparting to show ads during peak hours.

Example:
If a Leeds-based law firm’s ad for “divorce solicitor Leeds” only appears 50% of the time, increasing the bid or improving Quality Score could increase visibility.

6. Return on Ad Spend (ROAS)

ROAS = Revenue Generated ÷ Total Ad Spend

ROAS measures how much revenue you generate for every pound spent on PPC. A positive ROAS indicates that your campaign is profitable.

Benchmark:

• A ROAS above 400% (4:1) is considered strong for most industries.

How to Improve ROAS:

• Focus on high-intent, high-converting keywords.
• Improve landing page design and CTA.
• Use retargeting to bring back high-value users.

Example:
If a Leeds-based eCommerce store spends £500 on ads and generates £2,000 in sales, their ROAS is 400% (4:1).

7. Bounce Rate

Bounce Rate = (Number of Single-Page Sessions ÷ Total Sessions) × 100

A high bounce rate suggests that users aren’t finding what they expect after clicking your ad.

How to Reduce Bounce Rate:

• Ensure that the landing page matches the ad copy.
• Speed up load times to prevent drop-offs.
• Improve content quality and relevance.

Example:
If an ad for “free personal training consultation” leads to a generic homepage rather than a booking form, users will likely leave — increasing bounce rate.

8. Ad Rank

Ad Rank determines where your ad appears in search results. Google calculates Ad Rank based on:

• Your bid amount.
• Your Quality Score.
• Expected impact of ad extensions and format.

Higher Ad Rank leads to better placement at a lower CPC.

How to Improve Ad Rank:

• Improve Quality Score.
• Increase bids for high-performing terms.
• Use structured snippets and sitelinks to increase relevance.

Example:
If a competitor is outbidding you for “lawyer Leeds,” increasing your Quality Score may allow you to win the top position without increasing your CPC.

9. Cost-Per-Acquisition (CPA)

CPA = Total Ad Spend ÷ Number of Conversions

CPA reflects how much it costs to acquire a customer. Lower CPA indicates that you’re generating leads or sales more efficiently.

[h4] How to Lower CPA:

• Focus on high-converting keywords and audiences.
• Improve landing page conversion rates.
• Reduce CPC through better Quality Score.

Example:
If a Leeds-based fitness centre spends £500 to get 25 new memberships, the CPA is £20. Lowering CPC and improving conversion rates could reduce CPA to £15.

10. Lifetime Value (LTV) of a Customer

LTV measures the total revenue you can expect from a customer over the entire relationship.

How to Increase LTV:

• Retarget existing customers with upsell offers.
• Create loyalty programs to increase repeat purchases.
• Use customer data to personalise offers and content.

Example:
If a Leeds-based coffee shop acquires a customer for £5 and that customer buys coffee weekly for a year (£3 x 52), the LTV is £156 — a strong return on a £5 CPA.

Why Tracking These Metrics Matters:

1. Improves ROI by focusing on high-performing areas.
2. Reduces wasted budget by identifying low-value keywords and placements.
3. Enables you to make data-driven decisions to scale successful campaigns.

Maximise Your PPC Performance with Zeal

PPC advertising offers one of the most effective ways to drive targeted traffic, increase conversions, and grow your business — but only if it’s done right. A poorly managed PPC campaign can quickly become a costly exercise, while a well-optimised strategy can generate consistent, high-quality leads and deliver an impressive return on investment.

At Zeal, we specialise in helping Leeds-based businesses get the most from their PPC budgets. Our deep understanding of the local market, combined with data-driven strategies and continuous optimisation, ensures that your campaigns deliver maximum performance.

Why Choose Zeal for PPC in Leeds?

• Local Market Expertise – We understand how Leeds-based customers search and behave online, allowing us to create more targeted and effective campaigns.
• Advanced Keyword and Competitor Analysis – We identify high-value search terms and uncover gaps in your competitors’ strategies to give you an edge.
• Conversion-Focused Strategy – From ad copy to landing pages, we optimise every element of your campaign to maximise conversion rates.
• Smart Bidding and Budget Control – We use machine learning and real-time data to adjust bids and optimise budget allocation for the highest ROI.
• Comprehensive Reporting and Transparency – We provide clear, detailed reports so you know exactly how your campaigns are performing.

Get Expert PPC Management in Leeds Today

If you’re ready to take your PPC performance to the next level, Zeal can help. Whether you need help with Google Ads, Bing Ads, or social media PPC, our team of experienced specialists will create a customised strategy designed to deliver results.

Contact Zeal today to schedule a consultation and discover how we can help you maximise your PPC potential in Leeds.