How is PPC different from SEO?

PPC is paid placement — you bid for position and pay per click. Results can start in days. SEO is earned placement — you build signals that Google ranks based on quality. Results take months. PPC is a tap: turn off the budget and traffic stops. SEO builds compounding equity over time. Most businesses benefit from running both: PPC for immediate returns while SEO and AEO build long-term presence.

Is Google Ads worth it for small businesses?

For service businesses with defined geographic markets and clear service offerings, yes — when campaigns are structured correctly. A plumbing company in Edmonton running well-structured Google Ads can achieve a 3–8x return on ad spend. The qualifier: 'well-structured' is doing a lot of work in that sentence. Poorly structured Google Ads campaigns regularly produce negative returns. The campaign build matters as much as the budget.

✦ PPC

PPC Management

Pay-per-click advertising (PPC) puts your business in front of buyers the moment they search for what you do. We run Google Ads campaigns for Edmonton contractors, professional services firms, and B2B companies — campaigns built on data, not assumptions, with conversion tracking from click to customer.

PPC works by bidding on the search queries your potential customers use. When someone searches 'HVAC contractor Edmonton', your ad appears at the top of the results. You pay only when they click. How much you pay per click depends on competition, quality score, and bid strategy — getting this right is what separates a profitable campaign from a cash drain.

The majority of PPC campaigns underperform because they're built too broadly (targeting every possible keyword rather than the ones that convert), lack proper conversion tracking (so you're measuring clicks rather than customers), and have landing pages that don't match the ad's promise. These aren't small issues — they're the difference between a positive ROI and writing off a marketing budget.

Mulder Agency runs PPC alongside AEO. This matters because the two channels serve different parts of the buyer journey: PPC captures immediate intent (someone ready to buy right now), while AEO builds the brand presence that makes them choose you in the research phase. Running both well means you're visible at every stage of the decision — not just when a buyer is already at the point of commitment.

Search Intent

Highest

Campaign structure built around buyer intent: commercial queries (ready to hire) get different ads and landing pages than informational queries (still researching).

Quality Score

High

Google grades your ads on relevance to the query and expected landing page experience. Higher quality scores lower your cost per click for the same position.

Conversion Tracking

Highest

Every campaign needs call tracking, form submission tracking, and attribution. Without it, you're optimising for clicks rather than customers.

Landing Pages

High

Dedicated landing pages that match each ad group's promise convert at 2–4x the rate of sending traffic to your homepage.

✦ FAQs

Questions about ppc management

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