# PPC Advertising > Plan PPC advertising around buying intent, relevant landing pages and explicit exclusions, with budget control and sales feedback on received enquiries. Canonical page: https://webvelopment.co.za/services/marketing/paid-media/ppc-advertising/ Language: en Marketing Plan PPC advertising around buying intent, relevant landing pages and explicit exclusions, with budget control and sales feedback on received enquiries. [Let’s talk](https://webvelopment.co.za/contact/) ## The problem we help solve ![A maker photographing a garment with a phone in a studio.](https://webvelopment.co.za/images/lifestyle/content-capture-1400.webp) Illustrative photography · [Vitaly Gariev / Unsplash](https://unsplash.com/photos/fashion-designer-takes-a-picture-of-her-creation-3ziLNQuqDv8) Paying for visits is frustrating when the enquiries are for work you do not do. A specialist service can attract searches from prospective customers, jobseekers, people looking for training and customers needing support for a different product. Those searches may share the same words but need very different answers. We plan PPC advertising around what you sell, who can buy it and what happens after someone clicks. That means looking at the ad, the landing page and the enquiries your team receives together. Before increasing a budget, you need to know whether the campaign is attracting the right requests and giving those people a useful next step. ## What we can deliver - Search-intent and offer mapping: the buying questions you want to answer and the requests you cannot serve. - Campaign and ad group structure that separates offers with different customer needs. - Ad copy and landing-page guidance so the destination explains the offer made in the ad. - Conversion setup planning, including what an enquiry means and how your team receives it. - Search-term and lead-quality review using available query information and sales feedback. We agree which of these your campaign needs. Bring your current campaign structure, if you have one, and examples of useful and irrelevant enquiries. For a new campaign, start with your service information and customer questions. ## How we approach the work We begin with a buying question: what is someone trying to get done, and can your business help? We then match that question to an offer, an ad and a page that explains the work you can provide. Related searches that fall outside your service become candidates for exclusions. Before launch, we agree what counts as a useful enquiry. During reviews, we look at available search terms and website actions alongside feedback from the people answering calls or forms. For example, enquiries for the wrong type of equipment suggest a different problem from suitable customers who never receive a reply. Looking at clicks alone would miss that distinction. ## Who this is for Businesses with identifiable search demand, a clear offer and a way for visitors to enquire or buy. You also need someone who can assess whether the enquiries match your services. If the offer or destination needs work, we can assess that as part of the proposed scope. ## Boundaries to agree early Ad budgets, specialist landing-page development and call-handling tools are separately scoped. We also need to agree who controls the budget, who can approve ad claims and what account access is available. Ranking positions, click costs and lead volume cannot be guaranteed. ## Questions before we start A few useful answers before you decide. ### How do we avoid irrelevant enquiries? Start by spelling out what you provide, where you provide it and which requests you cannot help with. That informs the offer, geographic targeting, exclusions and form questions. Then use actual enquiries to check those choices. If your sales team repeatedly hears the same misunderstanding, the ad or landing page may need a clearer explanation. ### What do you need from us? Share your priority services, the words customers use and examples of requests you want to avoid. Include the pages you would send visitors to and explain who answers enquiries. We can use that material to assess landing-page readiness and the scope of a focused paid search campaign. ## Build the campaign around a buying question For example, imagine a proposed campaign for a specialist maintenance service. A customer looking for maintenance of equipment the business supports may be a good fit. Someone searching for maintenance jobs, a training course or a manual for a different product needs something else. Equipment, service area and quotation requirements help us decide which requests to pursue. This is a planning example, not evidence of current search demand or campaign results. The destination should answer the question represented by the ad. For that maintenance example, explain the supported work and ask for enough equipment and location detail to start a quotation conversation. Make service limits easy to find. The receiving team needs to understand the advertised offer and be able to assess the request. Account access, approved claims, budget authority and measurement should be settled before activation. We assess the technical setup against current platform and account conditions. The available settings and the price of reaching an audience cannot be established from a generic service description. ## Build an intent and exclusion brief - List the buying questions your sales team recognises, alongside related requests it cannot serve. Include ambiguous phrases and explain what they mean in your industry. - Match each useful question to a page that answers it before asking for contact details. Note any missing service information that a visitor would need to decide. - Agree how your team will review search terms and enquiry relevance. A short reason such as “unsupported equipment” or “outside service area” can explain a mismatch without copying private customer details into reports. ## Further paid search questions A few useful answers before you decide. ### How do you separate useful and irrelevant intent? We use your service boundaries, customer questions and available search evidence. One phrase may describe several needs; your team can explain which ones you serve. We review those assumptions as query information becomes available. Exclusions need context too, so removing an irrelevant request does not overlook a useful meaning of the same words. ### Should every ad lead to the homepage? A focused service or campaign page may answer the search more directly. Someone responding to a maintenance ad should find its scope and next step without searching through a general company introduction. Each page needs a distinct purpose and useful detail to support an enquiry or purchase; many near-identical pages are not required. ### What should be approved in the ad copy? Check service descriptions, product facts, availability, locations and any commercial conditions before the ad runs. Comparative claims and specialist statements need an appropriate source and reviewer. Short copy still needs to communicate material conditions honestly. We agree the wording and who can approve changes, particularly when an offer or service availability changes. ### How do you know whether a conversion is useful? First define the event and test that the enquiry reaches your team. Then connect it to whatever sales feedback you can reliably provide. A form completion, a received enquiry and a qualified opportunity are different stages: someone can submit a form for a service you do not offer. If later stages are not recorded consistently, we explain that gap in reporting rather than treating a website event as proof of quality or revenue. ### Can search advertising operate alongside SEO? Yes. Both can address related customer questions, with separate scopes and budgets. Useful content and a reliable destination can support both, but paid visibility does not establish an organic ranking outcome. We agree what each piece of work is intended to achieve and how it will be measured, so you can assess the spend and responsibilities separately. ### What is reviewed when a campaign underperforms? We work through the offer, available queries, ad message, landing page and enquiry handling. Are people asking for the wrong service? Does the page explain an important limit? Do suitable requests reach someone who can respond? The answers help determine whether to adjust targeting, clarify the offer or address the receiving process. Changing the budget is one option, and forecasts remain uncertain even after a careful review. ## Prepare your next conversation Bring your priority services, the pages you would advertise and a few examples of enquiries you do and do not want. Tell us how those requests reach your team and who can judge whether they are relevant. We can use that information to assess the landing pages and propose a focused paid search scope. [Distinguish paid search from SEO work](https://webvelopment.co.za/services/marketing/search-engine-optimisation/) · [Review the landing-page task](https://webvelopment.co.za/services/websites/ux-design/) [Discuss your PPC advertising brief](https://webvelopment.co.za/contact/). Keep exploring ## Keep the right things connected. [Our expertise ### Digital Marketing Services Choose a useful role for social content, paid media and SEO, starting with your audience, offer and the way your team follows up on enquiries.](https://webvelopment.co.za/services/marketing/)[How we work ### Clear decisions. Reviewable progress. How Webvelopment scopes, designs, builds and hands over digital work with clear ownership at every stage.](https://webvelopment.co.za/about/our-process/) Let’s move things forward ## Start a conversation Tell us what you are working towards. We’ll help you find a practical next step. [Let’s talk](https://webvelopment.co.za/contact/)