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Home Blog 13 Examples of PPC Ads: Retargeting, Search & More

13 Examples of PPC Ads: Retargeting, Search & More

Learn how to navigate consumer skepticism and ad blockers with effective PPC strategies. Whether you’re a business owner or marketing professional, this guide offers valuable insights and practical examples to boost your brand and drive more conversions. Dive in to master PPC advertising and elevate your campaigns!
PPC examples - cover

In an era where consumers are more skeptical of ads and increasingly use ad-blockers, as Adeel Qayum and Anelisa Nokoyo from Mayple mentioned, businesses must adjust their strategies. They highlight that “consumers are demanding more authentic, personalized experiences.” Therefore, whether you’re a business owner looking to enhance your online presence or a marketing professional aiming to refine your strategies, understanding the diverse landscape of PPC ads is essential. This article explores the various forms of PPC ads, from the widely recognized search engine marketing (SEM) to the engaging formats found on social media and beyond, so you can gain insights on how to effectively leverage these platforms for reaching your target audience, elevating your brand, and ultimately driving more conversions.

Here, we present 13 examples of PPC ads, illustrating their unique features and applications:

  1. Retargeting Ad PPC Example
  2. Search Ad PPC Example
  3. Product Listing Ad PPC Example (Shopping Ad)
  4. Display Ad PPC Example
  5. YouTube Ad PPC Example
  6. Amazon Ad PPC Example
  7. Google Ad PPC Example
  8. Facebook Ad PPC Example
  9. Instagram Ad PPC Example
  10. Pinterest Ad PPC Example
  11. In-app Ad PPC Example
  12. Gmail Ad PPC Example
  13. LinkedIn Ad PPC Example

Additionally, we discuss how different types of PPC ads influence the design of landing pages, helping you optimize your campaigns for better performance within your digital marketing strategy. Dive into the world of paid advertising and get inspired by these PPC examples to elevate your ad campaigns!

What is EventTracker

What is an Example of PPC Advertising?

An example of pay-per-click (PPC) advertising can help clarify what those paid ads are. For instance, a local bakery might choose to utilize Google Ads to enhance its visibility. The bakery owner conducts keyword research and identifies terms like “fresh pastries near me” and “best bakery in [City Name]” as relevant to their business. They then create a PPC campaign, setting a budget and bidding on these keywords. Their ad appears at the top of the search engine results whenever someone searches for these terms. Since the ad is highly relevant to the searcher’s intent, it leads to a higher likelihood of clicks, driving immediate traffic to the bakery’s website. This direct approach allows the bakery to attract potential customers who are actively looking for baked goods in their area, demonstrating the effectiveness and cost-efficiency of PPC advertising. By utilizing search engine marketing (SEM), the bakery can leverage both paid and organic strategies to maximize their online presence and reach their target audience.

What does PPC mean?

PPC, or Pay-Per-Click, is a model that enables advertisers to bid for ad placement in a search engine’s sponsored links when someone conducts a search using a keyword linked to their business offering. Due to its reliance on keywords for targeting potential customers, PPC is closely associated with SEO (search engine optimization) efforts, keyword research, and is an essential component of SEM (Search Engine Marketing) strategies.

The beauty of PPC advertising lies in its ability to bring immediate traffic and leads by targeting potential customers actively searching for related products or services. Unlike traditional advertising, where costs are incurred for the potential visibility of an ad, PPC ensures that you only pay when an interested party clicks on your ad, making it a highly cost-effective strategy.

Beyond search engines like Google and Bing, PPC ads can be utilized on various platforms, each offering unique advantages. For example:

  • Facebook, Instagram, and LinkedIn: Allow businesses to utilize user demographic and psychographic information for more effective targeting of ads.
  • Amazon PPC campaigns: Enable sellers to stand out in a crowded marketplace by showcasing their products to consumers with high purchase intent.
  • YouTube: Offers video-based PPC ads, taking advantage of the platform’s massive audience and high engagement rates.
  • Publisher ad networks: Enable businesses to place their ads on multiple websites across the internet, broadening their reach.

The formats of PPC ads vary widely, including but not limited to display ads, search ads, remarketing, and product listing ads on e-commerce platforms. Each format serves a different purpose and requires a customized approach to truly leverage its potential. Remarketing, for example, targets users who’ve previously interacted with your website, offering a unique way to re-engage potential customers.

To effectively utilize PPC advertising, collaborating with a PPC agency or PPC experts can provide the expertise needed to optimize campaigns. Professionals in the field can offer insights into targeting strategies, bid management, ad creative design, and performance analytics. They help in identifying the right mix of keywords, crafting compelling ad copy, and optimizing landing pages to improve conversion rates. Moreover, ongoing analysis and adjustments based on campaign performance data are crucial to refining strategies and achieving maximum ROI.

1. Retargeting Ad PPC Example

Retargeting ads (a.k.a. remarketing ads) use cookies to target individuals who have previously interacted with your business. These small files, stored by your web browser whenever you visit a website, record your online activity. This helps retargeting ads follow users across different websites and platforms, effectively re-engaging those who have shown interest in your products or services but did not make a purchase. By continuously reminding these users about what they viewed, retargeting becomes a highly effective strategy for converting hesitant visitors into customers, ensuring that your brand remains top-of-mind.

You can retarget users on almost every platform, such as Meta Ads, Google Ads, or ads on other social media platforms, search engines, and online publications.

Example of PPC retargeting ad:

A clothing retailer uses Facebook retargeting ads to show dynamic ads featuring the exact products a visitor viewed on their website but didn’t buy. This strategy, backed by Facebook’s vast user data, helps bring back potential customers and increases the likelihood of conversion​​.

retailer ppc retargeting ad example
Retargeting PPC ad in a Facebook in-feed carousel format. Source:
Example of a remarketing ad
Retargeting PPC ad in a display format. Source:

Tips, strategies, and best practices to maximize the effectiveness of your retargeting campaigns:

  1. Segment Your Audience
    • Behavior-Based Segmentation: Tailor ads based on user behavior (e.g., product pages visited, abandoned carts).
    • Customer Journey Stages: Differentiate ads for users at various stages (e.g., product page visitors vs. cart abandoners).
  2. Craft Compelling Ad Creatives
    • Dynamic Ads: Show users ads featuring the exact products they viewed.
    • Clear CTAs: Use strong, specific calls-to-action (e.g., “Shop Now,” “Complete Your Purchase”).
    • Engaging Visuals: Use high-quality images and videos.
  3. Frequency Capping
    • Limit Ad Exposure: Avoid overwhelming users with too many ads. Aim for 5-7 ad exposures.
  4. Utilize Various Platforms
    • Multi-Platform Retargeting: Reach users on Meta Ads, Google Ads, LinkedIn, etc.
    • Cross-Device Targeting: Ensure consistency across desktop, mobile, and tablet.
  5. Exclude Converted Users
    • Avoid Redundancy: Exclude users who have already converted to save ad spend.
  6. Leverage Lookalike Audiences
    • Expand Your Reach: Create lookalike audiences based on your retargeting data.
  7. Test and Optimize
    • A/B Testing: Test different ad elements to see what works best.
    • Performance Metrics: Monitor and optimize based on CTR, conversion rate, CPA, and ROAS.
  8. Personalization and Messaging
    • Tailored Messaging: Personalize ads based on user interactions.
    • Incentives: Offer special deals, discounts, or free shipping to entice users to complete their purchase.
  9. Compliance and Privacy
    • Adhere to Regulations: Ensure compliance with GDPR, CCPA, and provide opt-out options.
  10. Analyze and Adjust
    • Regular Reviews: Continuously analyze and adjust campaigns based on performance and trends.

Search ads are text-based advertisements that appear on search engine results pages (SERPs) when users enter specific keywords. These ads are targeted based on search queries, making them highly relevant to the user’s intent. Search ads are a staple of SEM and are instrumental in capturing high-intent traffic.

Example of PPC search ad:

A PPC agency might create a Google search ad targeting keywords such as “PPC services” or “PPC management.” When users search for these terms, the ad appears at the top of the search results, driving targeted traffic to their website.

PPC ads in SERP example

Tips, strategies, and best practices to maximize the effectiveness of your paid search campaigns:

  1. Keyword Research
    • Comprehensive Research: Use tools like Google Keyword Planner, SEMrush, or Ahrefs to find relevant keywords. Focus on long-tail keywords to capture specific search intents.
    • Negative Keywords: Regularly update to exclude irrelevant traffic and avoid wasting budget.
  2. Ad Copywriting
    • Compelling Headlines: Include main keywords to improve relevance and CTR.
    • Clear CTA: Use strong CTAs like “Get a Free Quote” to encourage clicks.
    • Ad Extensions: Utilize ad extensions (sitelinks, callouts, structured snippets) to provide additional information.
  3. 3. Landing Page Optimization
    • Relevance: Match landing page content with ad copy and keywords.
    • Load Speed: Optimize for fast loading times.
    • Mobile Optimization: Ensure mobile-friendliness as a significant portion of traffic comes from mobile devices.
  4. Bidding Strategies
    • Automated Bidding: Use Google Ads’ automated bidding strategies like Target CPA or Target ROAS.
    • Manual Bidding: Adjust bids based on performance data.
  5. Monitoring and Optimization
    • Regular Analysis: Monitor CTR, conversion rate, and Quality Score.
    • A/B Testing: Test ad copies, landing pages, and bidding strategies.
  6. Audience Targeting
    • Remarketing: Use remarketing lists to target users who have previously visited your website, tailoring ads to re-engage them.
    • Custom Audiences: Create custom audiences based on user behavior and interests to improve ad relevance.
  7. Quality Score Improvement
    • Ad Relevance: Ensure your ads are highly relevant to the keywords.
    • Landing Page Experience: Optimize landing pages for better user experience, relevance, and load speed.
  8. Budget Management
    • Daily Budgets: Set realistic daily budgets and adjust based on performance and seasonality.Set and adjust based on performance.
    • Ad Scheduling: Display ads during peak times.3. Product Listing Ad PPC Example (Shopping Ad)

3. Product Listing Ad PPC Example (Shopping Ad)

Product listing ads (PLAs), also known as shopping ads, are visual ads that display products directly in the search results, complete with images, prices, and merchant information. These ads are particularly effective for e-commerce businesses, as they allow users to see product details before clicking, increasing the likelihood of a purchase.

Examples of PPC product listing ads:

Amazon’s sponsored product ads appear when users search for items related to the advertised products. For instance, a search for “wireless headphones” might show a sponsored product ad at the top or side of the search results, featuring a specific brand’s headphones with an image, price, and customer ratings​.

Sponsored product listing in SERP
Shopping ad example

Tips, strategies, and best practices to maximize the effectiveness of your shopping campaigns:

  1. Keyword Research
    • Comprehensive Research: Use tools like Google Keyword Planner, SEMrush, or Ahrefs to identify relevant keywords for your product listings.
    • Negative Keywords: Regularly update to exclude irrelevant traffic.
  2. Product Feed Optimization
    • Detailed Titles: Include essential keywords and product attributes like brand, size, and color.
    • High-Quality Images: Use clear, high-resolution images.
  3. Ad Extensions
    • Seller Ratings: Utilize seller ratings to build trust and credibility.
    • Promotional Extensions: Highlight special offers and discounts.
  4. Bidding Strategies
    • Automated Bidding: Use Target CPA or Target ROAS.
    • Manual Bidding: Adjust bids based on performance data to gain more control over ad spend.
  5. Monitoring and Optimization
    • Regular Analysis: Monitor KPIs like CTR, CPC, conversion rate, and ROAS.
    • A/B Testing: Test different ad elements, such as images, titles, and descriptions.
  6. Landing Page Optimization
    • Relevance: Match landing pages with ad copy and keywords.
    • Load Speed: Optimize for fast loading times to reduce bounce rates.
  7. Seasonal and Promotional Strategies
    • Seasonal Campaigns: Plan for seasonal events and promotions.
    • Dynamic Pricing: Implement dynamic pricing strategies to stay competitive during peak shopping periods.
  8. Audience Targeting
    • Remarketing: Target users who previously visited your site to encourage return visits.
    • Custom Audiences: Create custom audiences based on user behavior and interests to deliver more personalized ads.
  9. Quality Score Improvement
    • Ad Relevance: Ensure high relevance to keywords you’re targeting.
    • Expected CTR: Write compelling ad copy to increase the expected click-through rate.
  10. Budget Management
    • Daily Budgets: Set and adjust based on performance.
    • Ad Scheduling: Display ads during peak times to maximize visibility and effectiveness.

4. Display Ad PPC Example

Display ads are banner ads that appear on various websites within the Google Display Network or other ad networks. These ads can be static or dynamic and come in various sizes. Display ads are great for building brand awareness and reaching a broad audience, although they typically have lower click-through rates compared to search ads.

Example of PPC display ad:

A travel agency uses display ads with captivating images of exotic destinations. The ads are shown on travel-related websites and blogs, enticing users with a “Book Now” or “Book Here” button that directs them to the agency’s booking page.

Display ad examples for different ad placements
Various display ad sizes for different ad placements. Source:

Tips, strategies, and best practices to maximize the effectiveness of your display campaigns:

  1. Targeting
    • Demographic & Geographic: Target specific age groups, genders, locations.
    • Interest & Retargeting: Reach users based on interests and past interactions.
  2. Ad Design
    • High-Quality Visuals: Use appealing, relevant images or videos.
    • Clear CTA: Strong CTAs like “Book Now”, “Discover More”, or “Plan Your Trip”.
    • Brand Consistency: Ensure your ads reflect your brand’s colors, fonts, and overall style to build recognition and trust.
    • Mobile-Friendly: Ensure ads look good on all devices.
  3. Ad Copy
    • Compelling Headlines: Grab attention with relevant headlines.
    • Concise Messaging: Keep your ad copy brief and to the point. Highlight the key benefits or unique selling points of your offer.
    • Localized Content: Use area-specific messaging.
  4. Placement Strategy
    • Relevant Websites: Display on industry-related sites and blogs.
    • Managed Placements: Manually choose specific high-relevancy sites to ensure high relevancy and quality.
  5. Performance Monitoring
    • A/B Testing: Test different versions of ads. Test variations in images, headlines, CTAs, and ad formats.
    • Conversion Tracking: Measure CTR, conversion rates, ROAS.
    • Budget Allocation: Monitor your ad spend and allocate budget to the highest-performing ads. Pause or adjust ads that are underperforming.
  6. Bid Management
    • Smart Bidding: Use automated strategies for optimizing bids.
    • Manual Bidding: For more control, manually adjust your bids based on the performance of different placements, demographics, or times of day.
  7. Ad Frequency
    • Frequency Capping: Limit how often ads are shown to avoid fatigue.
    • Sequential Messaging: Show a series of ads in a specific order to tell a story or guide the user through the customer journey.
  8. Landing Pages
    • Relevance & Optimization: Match ad message and optimize for speed and mobile.
    • Clear Navigation: Facilitate user navigation and action through a clear, simple layout.

5. YouTube Ad PPC Example

YouTube ads come in several formats, including pre-roll ads, mid-roll ads, and display ads within the platform. These ads can be highly engaging due to the video format, allowing advertisers to convey their message more effectively. YouTube ads are ideal for brands looking to leverage the power of video to engage their audience.

Example of PPC YouTube ad:

A software company creates a YouTube ad that showcases a tutorial of their new software tool. The video highlights the tool’s features and benefits. It can target users who have previously watched tech-related content, using remarketing advantages.

YouTube ad example

Tips, strategies, and best practices to maximize the effectiveness of your YouTube campaigns:

  1. Understand Your Audience
    • Targeting: Use detailed targeting and remarketing to reach specific demographics and those who have interacted with your brand.
  2. Choose the Right Ad Format
    • Pre-Roll Ads: Skippable after 5 seconds, make the start engaging.
    • Mid-Roll Ads: Effective within longer videos.
    • Display Ads: Non-intrusive banners complement video ads.
  3. Craft Compelling Content
    • Engaging Storytelling: Use a narrative that resonates with your audience. Highlight the problem your product solves and how it can benefit the viewer.
    • High-Quality Production: Clear visuals and sound can significantly impact viewer retention and engagement.
    • Call-to-Action (CTA): Clear and strong CTA guides viewers on what to do next.
  4. Optimize for Mobile
    • Responsive Design: Ensure ads look good on all devices.
    • Concise Messaging: Keep it short and engaging, especially for mobile viewers who may have shorter attention spans.
  5. Utilize YouTube Analytics
    • Monitor Performance: Regularly check key metrics like views, click-through rates (CTR), and conversions. Use this data to understand what’s working and what needs improvement.
    • A/B Testing: Test different ad creatives, lengths, and formats.
  6. Budgeting and Bidding Strategies
    • Set Clear Goals: Define your campaign objectives, whether it’s brand awareness, lead generation, or sales. Allocate your budget accordingly.
    • Bidding Options: Choose the right bidding strategy, such as CPV for awareness or CPC for direct response.
  7. Leverage YouTube’s Features
    • End Screens and Cards: Promote other videos, playlists, or links.
    • YouTube Shopping: Link products directly in ads.

6. Amazon Ad PPC Example

Amazon PPC ads appear directly on Amazon’s search results and product pages. These ads include sponsored products, sponsored brands, and sponsored display ads. Amazon ads are crucial for sellers looking to increase their visibility and sales on the platform, directly targeting shoppers who are ready to buy.

Example of PPC Amazon ad:

A kitchen gadget brand uses Amazon sponsored product ads to appear at the top of search results for terms like “kitchen tools” and “cooking gadgets.” This placement increases visibility and drives sales from users already intending to purchase such items​​.

Tips, strategies, and best practices to maximize the effectiveness of your Amazon PPC campaigns:

  1. Keyword Research
    • Use Amazon’s Keyword Tool: Find high-volume, relevant keywords.
    • Focus on Long-Tail Keywords: Focus on long-tail keywords which are less competitive and more specific to your product.
    • Analyze Competitors: Analyze competitors’ ads and keywords to find gaps and opportunities.
  2. Campaign Structure
    • Organize Campaigns: Structure your campaigns by product categories or types for easier management and analysis.
    • Use Ad Groups: Target different keywords and product variations.
  3. Ad Creative
    • High-Quality Images: Showcase products clearly.
    • Compelling Titles/Descriptions: Include keywords and highlight features.
    • A/B Testing: Test different creatives for best performance.
  4. Bid Management
    • Dynamic Bidding: Use dynamic bidding strategies (up and down) to automatically adjust bids in real-time based on the likelihood of conversion.
    • Monitor CPC: Keep a close eye on cost-per-click (CPC) and adjust bids to maintain profitability.
    • Bid on High-Converting Keywords: Increase visibility and sales.
  5. Performance Monitoring
    • Regular Reporting: Monitor ACOS, CTR, and conversion rate.
    • Use Dashboard: Track insights and performance.
    • Performance Reviews: Conduct weekly or bi-weekly reviews of campaign performance to identify trends and make necessary adjustments.

7. Google Ad PPC Example

Google Ads encompass a variety of ad formats, including search ads, display ads, video ads, and more. Google PPC ads offer robust targeting options and extensive reach, making them a versatile tool for advertisers. The platform’s detailed analytics also help PPC experts optimize campaigns for better performance.

According to Databox’s PPC Industry Benchmarks, the median number of impressions on Google Ads for October 2023 was 42.87K across all industries. Apparel & Footwear, generating 337.96K impressions, and Ecommerce and Marketplaces, with 475.78K impressions, stand out as the categories with the highest number of impressions. This highlights a significant reliance on Google as a platform for advertising.

Example of PPC Google ad:

A camera lens retailer specializing in sports photography uses Google search ads to target users searching for “camera lenses for sports.” These ads appear at the top of search engine results page as shopping ads and search ads, making it easy for potential customers to discover and purchase high-quality camera lenses designed for capturing fast-paced sports action.

Google ad example
PPC Google advertising example

Tips, strategies, and best practices to maximize the effectiveness of your Google ad campaigns:

  1. Keyword Research and Selection
    • Long-Tail Keywords: Use specific, less competitive keywords. For example, “best camera lenses for sports photography” instead of just “camera lenses.”
    • Negative Keywords: Regularly update to avoid irrelevant traffic.
  2. Ad Copy Optimization
    • Compelling Headlines: Include primary keywords and clear benefits.
    • Unique Selling Proposition (USP): Highlight what sets your product apart, such as “High-speed autofocus for sports action.”
    • Call to Action (CTA): Use strong CTAs like “Buy Now,” “Get Yours Today,” or “Shop Now.”
  3. Ad Extensions
    • Sitelink Extensions: Provide additional links to specific pages on your site, like product categories or promotional offers.
    • Callout Extensions: Highlight key benefits or offers, such as “Free Shipping” or “24/7 Customer Support.”
    • Structured Snippets: Offer more details about your products, such as types of lenses available.
  4. Landing Page Optimization
    • Relevance: Match landing page with ad message and keywords.
    • Speed: Optimize loading times for your landing pages. Fast-loading pages reduce bounce rates and improve Quality Scores.
    • Clear Navigation: Simplify the path to purchase with easy navigation and a clear CTA.
  5. Targeting and Segmentation
    • Audience Targeting: Use Google’s audience segments to target users based on demographics, interests, and past behavior.
    • Geotargeting: Focus on specific locations where your potential customers are more likely to convert.
    • Remarketing: Re-engage past visitors.
  6. Budget Management
    • Bid Adjustments: Optimize bids based on device, location, and time.
    • Daily Budget: Set and monitor a budget to avoid overspending.
  7. Performance Monitoring and Analytics
    • Conversion Tracking: Measure success and identify top keywords and ads.
    • A/B Testing: Test ad copies and landing pages for best performance.
    • Google Analytics: Integrate Google Ads with Google Analytics to gain deeper insights into user behavior and campaign performance.
  8. Quality Score Improvement
    • Relevance: Ensure ad copy, keywords, and landing page content align.
    • Click-Through Rate (CTR): Improve CTR with refined ad copy and targeting.
    • User Experience: Create a positive user experience with informative and user-friendly landing pages.

8. Facebook Ad PPC Example

Facebook ads are highly customizable and can appear in users’ news feeds, stories, or as sponsored content. These ads can target users based on demographics, interests, and behaviors. Due to the platform’s extensive user data, Facebook ads are effective for both brand awareness and direct response campaigns.

In October 2023, the median number of clicks on Facebook Ads across all industries was 2.77K, as reported by Databox. Similar to Google Ads, Apparel & Footwear received a higher number of clicks on Facebook Ads. On the other hand, the Health & Wellness segment received the least amount of clicks, totaling 779. This might be linked to the strict regulatory and compliance environment within the industry.

Example of PPC Facebook ad:

A digital agency is using Facebook carousel ads to promote their latest report on Gen Z. Each image in the carousel is vibrant and suggests what to expect from the report. The ad directly links to the download page, encouraging users to access and explore the full report.

Facebook PPC ad example

Tips, strategies, and best practices to maximize the effectiveness of your Facebook campaigns:

  1. Audience Targeting
    • Demographics: Target specific age groups, genders, and education levels. E.g., ages 18-24 for Gen Z.
    • Interests: Refine audience based on interests. If a report focuses on social media usage among Gen Z, target users interested in platforms like TikTok or Instagram.
    • Behaviors: Target based on online behavior, such as purchase history or device usage.
  2. Ad Creative
    • Visual Appeal: Use high-quality, vibrant images or videos.
    • Consistency: Maintain a consistent theme in carousel ads.
    • Ad Copy: Clear, concise, and compelling with a strong call-to-action (CTA).
  3. Ad Placement
    • Automatic Placements: For optimal performance, allow Meta to automatically place your ads across Facebook, Instagram, Audience Network, and Messenger.
    • Manual Placements: If you have data suggesting certain placements perform better, manually select those.
  4. Ad Format
    • Carousel Ads: Ideal for showcasing multiple products or features. Each card can tell a part of a story or highlight a different aspect of the report.
    • Video Ads: Videos are highly engaging and can convey more information quickly. Use subtitles as many users watch videos without sound.
    • Collection Ads: Great for e-commerce, allowing users to browse a catalog within the Facebook app.
  5. Ad Objective
    • Brand Awareness: If the goal is to build brand recognition, optimize for reach and frequency.
    • Traffic: To drive users to a landing page or website, optimize for link clicks or landing page views.
    • Conversions: If the goal is to generate leads or sales, use conversion tracking and optimize for conversions.
  6. Budget and Bidding
    • Budget Allocation: Start small and scale based on performance.
    • Bidding Strategy: Use automatic or manual bidding based on your goals.
  7. Performance Monitoring
    • A/B Testing: Test different creatives, copy, and targeting options.
    • Analytics: Monitor key metrics and adjust campaigns accordingly.
    • Retargeting: Implement retargeting campaigns to reach users who interacted with your ads but didn’t convert.
  8. Optimization
    • Frequency Capping: Prevent ad fatigue with caps.
    • Ad Refresh: Update creatives regularly to keep the content fresh and engaging.
    • Lookalike Audiences: Create lookalike audiences based on your best customers to find new, similar prospects.

9. Instagram Ad PPC Example

Instagram ads, which are managed through Meta ad platform, can appear in users’ feeds, stories, or as sponsored posts. These visually appealing ads leverage Instagram’s strong engagement rates and are ideal for brands targeting a younger, visually-oriented audience.

Example of PPC Instagram ad:

Pepsi uses Instagram reel ads with vibrant and engaging visuals to promote their latest beverage offerings. The ads feature the product in refreshing and exciting scenarios and include a link for users to learn more about the product or take part in a promotional offer. The ads are targeted at users interested in refreshing beverages, using Instagram’s demographic and interest targeting options.

Instagram PPC ad example

Tips, strategies, and best practices to maximize the effectiveness of your Instagram campaigns:

  1. Leverage High-Quality Visuals
    • Use Vibrant and Engaging Imagery: Ensure your images and videos are high-quality and eye-catching.
    • Consistency in Branding: Maintain a consistent look and feel that aligns with your brand identity.
  2. Target the Right Audience
    • Demographic Targeting: Use Instagram’s demographic options to reach your ideal audience by targeting users by age, gender, location, and language.
    • Custom and Lookalike Audiences: Create custom audiences from your customer lists and lookalike audiences.
  3. Craft Compelling Ad Copy
    • Clear and Concise Messaging: Keep your ad copy short, clear, and to the point. Highlight the key benefits of your product or service.
    • Strong Call-to-Action (CTA): Use compelling CTAs, such as “Learn More,” “Shop Now,” or “Get Offer.”
  4. Utilize Different Ad Formats
    • Feed Ads: Perfect for high-quality images and videos. Make sure the content tells a story at a glance.
    • Story Ads: Use the full-screen, vertical format to create immersive experiences. Add interactive elements like polls, swipe-up links, and stickers.
    • Carousel Ads: Allow users to swipe through multiple images or videos in a single ad, ideal for showcasing different products or features.
  5. Incorporate User-Generated Content (UGC)
    • Authenticity: UGC adds authenticity to your ads, as users are more likely to trust content created by their peers.
    • Engagement: Encourage your followers to create content about your products and feature the best posts in your ads.
  6. Optimize for Mobile Viewing
    • Mobile-First Design: Ensure your ads are designed with mobile viewing in mind.
    • Short and Sweet: Keep videos short (15 seconds or less) and ensure images and text are easily viewable on small screens.
  7. Test and Optimize
    • A/B Testing: Experiment with different visuals, ad copy, and CTAs.
    • Performance Metrics: Monitor key metrics CTR, conversion rate, and ROAS to evaluate ad performance.
    • Iterate and Improve: Use insights from your metrics to refine your ads and targeting.
  8. Utilize Instagram Shopping Features
    • Shoppable Posts: Enable shopping tags in your posts and ads to allow users to purchase products directly from the ad.
    • Product Catalog: Sync your product catalog with Instagram to streamline the process of creating shoppable ads.
  9. Leverage Influencer Partnerships
    • Influencer Marketing: Collaborate with influencers who align with your brand to expand your reach and credibility.
    • Sponsored Posts: Have influencers create sponsored content to promote your products.

10. Pinterest Ad PPC Example

Pinterest ads, known as Promoted Pins, blend seamlessly into the platform’s visual interface. These ads can drive traffic to websites or e-commerce stores by appearing in users’ home feeds, category feeds, and search results. Pinterest ads are particularly effective for brands in the fashion, home decor, and DIY niches.

Example of PPC Pinterest ad:

A Pilates digital platform uses a Pinterest ad to promote its online classes and membership options. The ad features an inviting video of women doing Pilates, accompanied by a caption encouraging users to “Start Your Free 7 Day Trial Today” and discover the benefits of Pilates from the comfort of their homes. The visually appealing content aligns perfectly with Pinterest’s aesthetic and inspires users to envision incorporating Pilates into their daily routine.

Tips, strategies, and best practices to maximize the effectiveness of your Pinterest PPC advertising campaigns:

  1. Create Visually Appealing Content
    • High-Quality Images and Videos: Use high-resolution images and videos that reflect Pinterest’s aesthetic.
    • Consistency with Brand Style: Maintain a cohesive look with your brand’s color scheme and typography.
    • Lifestyle Imagery: Incorporate lifestyle images that show your product or service in use.
  2. Craft Compelling Copy
    • Clear Call-to-Action (CTA): Use a clear and concise CTA. Phrases like “Start Your Free Trial” or “Shop Now” work well.
    • Value Proposition: Highlight the key benefits and unique selling points of your product or service.
  3. Leverage Pinterest’s Targeting Options
    • Interest Targeting: Target users based on their interests, such as wellness, bread baking, or home decor.
    • Keyword Targeting: Use relevant keywords that your target audience might search for, like “Pilates,” “home workout,” or “online fitness classes.”
    • Demographic Targeting: Refine your audience based on demographics such as age, gender, location, and device.
  4. Optimize for Mobile
    • Vertical Format: Use vertical images or videos (2:3 aspect ratio) as they perform better on mobile devices.
    • Mobile-Friendly Landing Pages: Ensure that your landing page is mobile-optimized for a seamless user experience.
  5. Utilize Rich Pins
    • Product Pins: Provide additional information, such as pricing and availability, directly on the Pin.
    • Article Pins: For blog posts or informative content, include the headline, author, and story description to give users more context.
  6. Test and Analyze Performance
    • A/B Testing: Experiment with different images, copy, and CTAs.
    • Monitor Metrics: Track key performance indicators such as impressions, clicks, saves, and conversions to understand the effectiveness of your ads.
    • Optimize Based on Data: Use the insights gained from analytics to refine your targeting, creative, and overall strategy.
  7. Engage with the Pinterest Community
    • Regular Posting: Maintain an active presence on Pinterest by regularly posting new content.
    • Engage with Users: Respond to comments and engage with users to build a community around your brand.
    • Collaborate with Influencers: Partner with Pinterest influencers who align with your brand to reach a broader audience.

11. In-app Ad PPC Example

In-app ads appear within mobile applications and can be in the form of banners, interstitials, or rewarded videos. These ads are effective for reaching users while they are engaged with an app, offering high visibility and interaction rates. In-app advertising is a crucial component of mobile marketing strategies.

Example of PPC in-app ad:

A mobile game developer uses interstitial ads to promote a new game. These ads appear at natural break points within other games, encouraging users to download the new game with enticing visuals and rewards.

PPC in-app ad example

Tips, strategies, and best practices to maximize the effectiveness of your in-app ad campaigns:

  1. Ad Format Selection
    • Banners: Ideal for continuous visibility and brand awareness without interrupting the user experience.
    • Interstitials: Full-screen ads at natural transition points, effective for driving conversions.
    • Rewarded Videos: Offer incentives for watching ads, boosting engagement and completion rates.
  2. Targeting and Personalization
    • Demographics: Target ads based on user demographics like age, gender, and location.
    • Behavioral Targeting: Use data on user behavior within the app to serve personalized ads. For example, promoting a sports game to users who frequently play sports-related games.
    • Contextual Relevance: Ensure that ads are relevant to the context of the app.
  3. Creative Optimization
    • Visual Appeal: Use high-quality visuals and compelling graphics.
    • Clear Call to Action (CTA): Include a strong and clear CTA to guide users on what to do next, such as “Download Now” or “Watch for Rewards.”
    • Testing Variations: A/B test different ad creatives and formats. This can include testing different images, ad copy, and CTA placements.
  4. User Experience Consideration
    • Non-Intrusive Ads: Ensure ads do not disrupt the user experience.
    • Frequency Capping: Limit the number of times a user sees the same ad to prevent ad fatigue.
    • Load Times: Optimize ad load times to ensure they do not slow down the app.
  5. Performance Tracking and Optimization
    • Key Metrics: Track CTR, conversion rates, and ROAS.
    • Continuous Optimization: Regularly review ad performance data and adjust targeting, creatives, and ad placements.
    • Feedback Loop: Use user feedback and engagement data to refine ad strategies.

12. Gmail Ad PPC Example

Gmail ads appear in the Promotions and Social tabs of users’ Gmail inboxes. These ads blend seamlessly with the email interface, resembling regular emails but are marked with an “Ad” label. When a user clicks on a Gmail ad, it expands just like an email, allowing for detailed content, images, and calls to action. This format is particularly effective for businesses looking to engage users in a more personal and direct manner.

Example of PPC Gmail ad:

A Tuscany hotel might use Gmail ads to promote a special vacation package. The ad appears in the user’s Promotions tab with a compelling subject line like “Experience the Beauty of Tuscany – Special Offer Inside!” Once the user clicks on it, the ad expands to show breathtaking images of the hotel and Tuscany landscape, details about the exclusive package, and a strong call-to-action button like “Book Your Tuscany Escape Now.” This direct and engaging format can lead to higher click-through rates and conversions, as users are already in a browsing mindset when checking their email.

Gmail sponsored promotions

Tips, strategies, and best practices to maximize the effectiveness of your Gmail ads:

  1. Craft Compelling Subject Lines
    • Personalization: Use the recipient’s name or location to make the subject line more appealing.
    • Clarity and Value: Clearly convey the benefit or value proposition of opening the ad.
    • Curiosity and Urgency: Create a sense of urgency or curiosity to encourage clicks.
  2. Design for Engagement
    • Eye-catching Images: Use high-quality, relevant images that capture attention.
    • Clear Call to Action (CTA): Include a strong and clear CTA that directs users on what to do next. Examples include “Shop Now” or “Book Your Stay.”
    • Mobile Optimization: Design ads to look great on mobile devices, considering a significant portion of users access Gmail on their phones.
  3. Leverage Targeting Options
    • Demographics: Target users based on age, gender, and parental status to reach the right audience.
    • Interests and Behavior: Use data on user interests and online behavior to tailor ads to likely prospects.
    • Customer Match: Upload your own customer email lists to target ads to your existing customer base.
  4. A/B Testing
    • Subject Lines: Test different subject lines to see which ones get the most opens.
    • Ad Content: Experiment with different content formats, lengths, and styles.
    • Images and CTAs: Test various images and CTA buttons to see what drives the most engagement.
  5. Optimize Landing Pages
    • Consistency: Ensure the landing page matches the ad content and fulfills the promise made in the ad.
    • Load Speed: Optimize landing pages for fast loading times to reduce bounce rates.
    • Clear Path: Make it easy for users to understand what to do next with clear instructions and minimal distractions.
  6. Monitor and Adjust
    • Analytics: Regularly check metrics like open rates, click-through rates, and conversion rates.
    • Performance Review: Identify which ads are performing well and why, and use these insights to inform future campaigns.
    • Budget Allocation: Adjust your budget based on the performance of different ad variations and targeting options.
  7. Utilize Extensions and Add-ons
    • Product Feed: Use a product feed to show specific products relevant to the user’s interests.
    • Forms: Include forms directly in the ad to capture leads without requiring a click-through.
    • Videos: Incorporate videos to provide more engaging and dynamic content.
  8. Stay Compliant
    • Ad Policies: Ensure your ads comply with Google’s advertising policies to avoid disapproval.
    • Privacy: Respect user privacy and include clear information about data usage if collecting user information.
  9. Use Seasonal and Event-Based Campaigns
    • Holidays and Events: Create special campaigns for holidays, sales events, or other significant dates.
    • Relevant Offers: Tailor your ads to align with the interests and needs of users during these times.
  10. Engage with Inactive Users
    • Re-engagement Campaigns: Target users who haven’t interacted with your brand for a while.
    • Exclusive Offers: Provide special discounts or offers to re-engage them.

13. LinkedIn Ad PPC Example

LinkedIn PPC ads are highly effective for B2B marketing, allowing businesses to target professionals based on industry, job title, company size, and more. LinkedIn’s professional audience makes it an ideal platform for promoting business services, recruiting, and establishing thought leadership.

Example of PPC LinkedIn ad:

Canva, an online design platform, uses LinkedIn sponsored content to promote their easy-to-use design tools with a call-to-action, “Start designing for free.” The ad targets marketing professionals, graphic designers, and business owners, featuring a compelling headline and a strong CTA. This strategy leverages LinkedIn’s precise targeting to reach professionals who are likely to benefit from Canva’s design solutions, driving high-quality leads and increasing user adoption.

LinkedIn PPC ad example
LinkedIn carousel ad. Source:

Tips, strategies, and best practices to maximize the effectiveness of your LinkedIn campaigns:

  1. Targeting Options
    • Demographics and Professional Criteria: Target users based on job titles, industries, company sizes, and seniority levels.
    • Matched Audiences: Use LinkedIn’s Matched Audiences to retarget website visitors, upload contact lists, or create lookalike audiences.
  2. Ad Formats
    • Sponsored Content: Utilize native ads that appear directly in users’ feeds, blending seamlessly with organic content.
    • Text Ads: Place simple text ads on the sidebar to drive traffic and conversions.
    • Message Ads: Send direct messages to targeted LinkedIn users, ensuring personalized and private communication.
  3. Compelling Ad Creatives
    • Professional Imagery: Use high-quality, relevant images that resonate with a professional audience.
    • Engaging Headlines: Craft clear, compelling headlines that immediately convey value and relevance.
    • Clear CTAs: Include strong calls-to-action, such as “Download Now,” “Register Today,” or “Start For Free.”
  4. Content Offers
    • Valuable Resources: Offer downloadable content like whitepapers, case studies, or industry reports to capture leads.
    • Webinars and Events: Promote webinars or industry events to engage and educate your audience.
  5. A/B Testing
    • Ad Variations: Test different headlines, images, and CTAs to identify the most effective combinations.
    • Audience Segments: Experiment with various targeting options to find the best-performing audience segments.
  6. Landing Page Optimization
    • Relevance and Continuity: Ensure the landing page aligns with the ad’s message and provides a seamless user experience.
    • Lead Forms: Use lead gen forms directly within LinkedIn ads to capture user information without redirecting to an external site.
  7. Performance Tracking
    • Key Metrics: Monitor metrics such as CTR, conversion rate, and cost per lead.
    • LinkedIn Analytics: Utilize LinkedIn’s analytics tools to gain insights into ad performance and audience engagement.
  8. Budget and Bidding
    • CPC vs. CPM: Choose between cost-per-click (CPC) or cost-per-impression (CPM) bidding strategies based on campaign goals.
    • Daily and Lifetime Budgets: Set and adjust daily or lifetime budgets to control ad spend and optimize performance.
  9. Retargeting Strategies
    • Website Retargeting: Re-engage visitors who have shown interest in your site but didn’t convert.
    • Contact Targeting: Upload your customer or prospect lists to target known contacts on LinkedIn.

How do Different Types of PPC Ads Influence the Design of Landing Pages?

Different PPC ad types require tailored landing pages to optimize conversions, which is key to successful PPC campaigns. For example, a product listing ad should lead to a product page with detailed information and purchase options. In contrast, a retargeting ad might direct users to a landing page offering a special discount or incentive to complete their purchase.

In general, when designing landing pages for PPC ad campaigns, it’s important to ensure consistency between the ad copy and the landing page content. Clarity is key, so it’s crucial to keep the message clear and concise. Speed matters, so optimizing the landing page for fast load times is essential. A/B testing should be continuously carried out to test different elements of your landing pages. Lastly, using analytics tools to track user behavior can help in optimizing those areas for better results. Creating and optimizing these tailored landing pages becomes much easier with a landing page builder like Landingi thanks to its user-friendly interface and features like dynamic content, Smart Sections, form builder, e-commerce integrations, and EventTracker.

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Aligning the landing page content and design with the ad’s message is crucial to ensuring a seamless user experience and higher conversion rates.

Below are tips for optimizing conversions with tailored landing pages for different types of PPC ads:

  • Search Ads:
    • Relevance: Ensure the landing page content matches the ad’s keywords and promises.
    • Clear CTA: Use a strong call-to-action like “Get a Free Quote” or “Buy Now.”
    • Fast Load Time: Optimize the page for quick loading.
    • Trust Signals: Include testimonials, reviews, and trust badges.
  • Retargeting Ads:
    • Personalization: Use dynamic content to show previously viewed products or services.
    • Incentives: Offer exclusive discounts or special offers.
    • Simplified Navigation: Streamline the page to focus on conversion goals.
  • Product Listing Ads (Shopping Ads):
    • Detailed Product Information: Provide comprehensive product descriptions, specifications, and high-quality images.
    • Easy Checkout Process: Simplify the checkout process with minimal steps and multiple payment options.
    • User Reviews: Feature customer reviews and ratings to build trust.
  • Display Ads:
    • Visual Continuity: Ensure the landing page design aligns with the ad’s visuals.
    • Engaging Content: Use engaging and relevant content, incorporating multimedia elements like videos.
    • Clear CTA: Place a clear and compelling CTA above the fold.
  • YouTube Ads:
    • Video Integration: Include the video ad on the landing page to maintain continuity.
    • Interactive Elements: Use clickable links or embedded forms to engage users.
    • Mobile Optimization: Ensure the landing page is mobile-friendly.
  • Amazon Ads:
    • Product Focus: Highlight the specific product featured in the ad with detailed information and compelling imagery.
    • Enhanced Listings: Utilize Amazon’s Enhanced Brand Content (EBC).
    • Customer Reviews: Showcase customer reviews prominently.
  • Facebook Ads:
    • Personalized Content: Tailor the landing page content to the audience segment targeted by the ad.
    • Social Proof: Incorporate elements such as likes, shares, and comments.
    • Simple Forms: Use short forms for lead generation.
  • Instagram Ads:
    • Visual Appeal: Design a visually striking landing page that matches the ad’s aesthetic.
    • Seamless Experience: Maintain the same style and messaging as the ad.
    • Mobile Optimization: Ensure the landing page is optimized for mobile devices.
  • Pinterest Ads:
    • Inspirational Content: Provide visually rich content, such as step-by-step guides or how-to articles.
    • Detailed Descriptions: Use detailed product descriptions and links to relevant products or services.
    • Pinterest Buttons: Add save buttons to encourage users to save and share your content.
  • In-app Ads:
    • App Store Optimization: Direct users to the appropriate app store for downloading.
    • Reward Integration: Integrate the reward mechanism on the landing page.
    • User Experience: Design the page for quick and easy navigation
  • Gmail Ads:
    • Personalization: Customize the ad to look like an email to engage users effectively.
    • Relevance: Ensure the landing page content is relevant to the ad’s message.
    • Call-to-Action: Use a clear and enticing CTA to drive clicks and conversions.


PPC advertising is a versatile way for businesses to reach their target audiences with personalized and engaging ads. As demonstrated by the 13 examples covered in this article, each type of PPC ad – from retargeting and search ads to product listings and display ads – requires a tailored approach to maximize effectiveness and conversion rates. The success of these campaigns often hinges on how well the ad content aligns with the corresponding landing pages, ensuring a seamless user experience that prompts desired actions.

For marketers and business owners aiming to improve their PPC campaigns, tools like Landingi can streamline the process of creating and optimizing landing pages. Landingi’s user-friendly platform offers features designed for tracking conversions, A/B testing, personalization, and lead generation, facilitating the creation of high-converting landing pages. By harnessing these tools, you can ensure that your PPC campaigns are visually appealing and effective at converting clicks into customers.

author picture

Magdalena Dejnak

Content Writer

Magdalena Dejnak is a marketing content expert with more than 4 years of experience in digital marketing. Her expertise lies in creating landing pages, managing social media, branding, and optimizing conversion rates. She has been a significant contributor to Landingi platform since the year 2020. Magdalena holds a Postgraduate Degree in E-marketing from the Akademia Górnośląska im. Wojciecha Korfantego. Currently, she is under the mentorship of Błażej Abel, CEO of Landingi, a leading company in landing page technology.
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