Rob Timmermann

Why Your PPC Campaign Is Losing Money—and How to Fix It

Are you frustrated with a PPC campaign that’s costing more than it’s bringing in? If so, you’re not alone. Many campaigns fail to deliver profitable results, but the issue often boils down to one critical factor: keyword targeting.

Let me show you how addressing this problem can transform your campaign’s performance. Here’s a snapshot of a campaign I took over on January 1st:

  • 📈 More impressions
  • 📈 More clicks
  • 📈 More conversions
  • 💵 Lower cost per conversion

What changed? The secret lies in fixing the keywords. Let’s break it down.

The Real Reason Your PPC Campaign Is Failing

Most PPC campaigns fail because the wrong keywords are targeting the wrong audience. This isn’t just an oversight—it’s often a result of poor keyword research.

And here’s why: if the person managing your PPC account isn’t also an SEO expert, they won’t have the skills to master keyword research.

Why Keyword Research Matters

Keyword research isn’t just about finding terms with high search volume. It’s about identifying keywords that:

  • Capture demand from the right audience
  • Focus on real buying intent

Without this expertise, you risk targeting broad, irrelevant terms or keywords with informational intent rather than transactional intent. The result?

  • You pay for traffic that doesn’t convert.
  • You attract an audience that isn’t looking for what you offer.

When your keywords are off, your campaign is off—period.

How SEO Expertise Enhances PPC Performance

SEO and PPC strategies should go hand-in-hand. Here’s how an SEO-driven approach to keyword research can improve your PPC results:

  1. Refining Audience Targeting
    SEO experts understand search intent. They can differentiate between informational, navigational, and transactional keywords—focusing on those most likely to convert.
  2. Optimizing for Buying Intent
    By targeting transactional keywords, you ensure your ads reach people who are actively ready to make a purchase or inquiry.
  3. Eliminating Wasted Spend
    Proper keyword research helps you avoid paying for clicks that don’t lead to conversions, improving your cost-per-conversion and overall ROI.

The Impact of Getting It Right

When keyword research is done right, the entire campaign improves. You’ll see:

  • More relevant traffic: Visitors who are genuinely interested in what you offer.
  • Higher conversion rates: Because the audience matches your offerings.
  • Lower costs: As wasted ad spend decreases.

These changes aren’t hypothetical—they’re exactly what I achieved for the campaign I took over.

How to Fix Your PPC Campaign

If your PPC campaign is losing money, here’s what you can do:

  1. Audit Your Keywords
    Look at the search terms triggering your ads. Are they aligned with what your business offers?
  2. Analyze Search Intent
    Identify whether your keywords reflect transactional intent. If not, you’re attracting the wrong audience.
  3. Align PPC and SEO Strategies
    Bring SEO expertise into your PPC strategy to ensure that keywords and targeting are precise and profitable.
  4. Test and Optimize
    Continuously refine your keyword strategy, ad copy, and targeting settings based on performance data.

Let’s Get Your PPC Campaign Back on Track

A poorly performing PPC campaign isn’t just a waste of money—it’s a missed opportunity to grow your business. The good news is that with the right adjustments, you can turn things around.

If you’re facing this issue, schedule a conversation with a member of our team. Timmermann Group has helped businesses of all sizes improve their PPC campaigns by aligning their strategies with expert keyword research.

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