Baltimore, MD PPC Agency

Managed PPC for Baltimore

From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your Baltimore business with its paid ads.

500+ active clients
500+
Satisfied Digital Marketing Clients
18 years in business
2004
Founded 18+ Years Ago
20+ Onsite experts
14+
Onsite Experts (No Outsourcing)

Hire WebCitz for Your Baltimore, MD PPC Management

We are a results-driven PPC management company with more than 18 years of experience helping local businesses and ecommerce brands throughout Baltimore improve their paid advertising campaigns.

Our paid ads managers can help your Baltimore business target relevant audiences and build brand awareness using Facebook Ads, Google Ads, or even Bing Ads. Through these ad platforms, we can help you target prospects at any stage of the customer journey. In a post iOS 14.5 environment, we can help you integrate solutions which provide clarity around ad attribution, allowing your ad campaigns to scale efficiently.

As a full-service paid ads agency for Baltimore, we have onsite graphic design and video marketing teams ready to build out stunning creatives that provide the right hook and build upon your story.

We also create and optimize Facebook and Google Ads campaigns for those nearby in Calverton, MD, Brooklyn Park, MD, Arbutus, MD, Rosedale, MD, and Dundalk, MD.

Read on to learn more about our Baltimore PPC management services.

Baltimore Google Ads, Facebook Ads

What is Baltimore, MD PPC Management?

The act of creating and optimizing Baltimore paid advertising campaigns is known as PPC management. However, that is an incredibly simple explanation, so let's dig a little deeper.

To provide professional PPC management, a paid ads agency for Baltimore often starts by getting to know your company and its business model. You can use this information to determine the next steps, since paid advertising for a local business differs from paid advertising for an ecommerce store.

For example, local Baltimore service providers are often only interested in qualified leads. Through paid advertising, traffic can be driven to an optimized landing page or sales funnel. If those digital assets don't yet exist, or need substantial improvement, then you could start with Google Local Service Ads or Facebook Lead Forms.

Alternatively, ecommerce brands are most often interested in online sales. Using paid advertising, you can drive traffic to a page optimized for products or categories. You might even want to include Google Shopping Campaigns in some cases. Our sales funnels have also helped us to sell subscriptions, products, and services.

To optimize and scale Baltimore PPC, it's important to understand what metrics will be used. For paid advertising to be effective, most Baltimore paid ad agencies will implement email collection strategies, such as squeeze pages or lead magnets. For ad budgets over $1,000/mo, it often makes sense to integrate with Wicked Reports, Triple Whale, or Northbeam to better understand ad attribution and reporting.

Your Baltimore business should use a variety of advertising strategies and marketing tools to be successful with paid advertising. For example, the best Baltimore paid advertising services will include tactics to:

  • Promote your digital assets (websites, sales funnels, etc.) via search engines, social media channels, and third parties.
  • Increase revenue for your Baltimore business through qualified leads or online sales.
  • Utilize third-party attribution software to better understand ad attribution.
  • Showcase social proof through case studies, white papers, video testimonials, and other factors.
  • Build and nurture relationships through user generated content, story creation, and email address collection.
  • Test the effectiveness of different ad creatives across different media and ad placements.

In addition to managing Baltimore-area PPC campaigns, our team also offers Annapolis, Bethesda, Columbia, Frederick, Rockville, Salisbury, and Silver Spring small businesses and large corporations a professional PPC management service.

A Few of Our PPC Experts

Hope KMelanie PCorey GEmily LDavid W

Baltimore Google Ads, Facebook Ads

How Paid Advertising Helps Baltimore, MD Businesses

The most obvious benefit of Baltimore paid advertising is the near instant increase in traffic it provides.

The quality of your ads, landing pages, and business model will determine whether or not that traffic increase results in higher conversions.

The first recommendation we offer to Baltimore businesses interested in running paid advertising is to start slowly.

A working sales funnel, realistic goals, and the ability to gather actionable data are essential before you invest in paid advertising or scale your existing ad campaigns.

If you run into trouble getting the conversions you were expecting, don't blame Facebook or Google. In many cases, the problem lies in the ad creative, campaign settings, or sales process.

When everything comes together, paid advertising can be an invaluable addition to the digital marketing strategy of your Baltimore company. Just keep in mind increased traffic doesn't always result in more conversions!

Types of Paid Ads for Baltimore, MD PPC Campaigns

There are numerous ways to run paid advertising for your Baltimore business. Baltimore has a variety of business industries that use paid ads. Let's take a look at some of the most common ones.

Local Ads throughout Baltimore

If you have a business in Baltimore, you can run local ads on almost any advertising platform. Depending on the nature of your local Baltimore business, you may find better success in one platform versus another. You should try out every option available to see which suits you best. Let's talk about a few local advertising choices.

There are going to be two options from Google.

As a first step, you can run traditional Google Adwords, possibly using their newer Performance Max campaign type. The Google algorithm finds the best combination of headlines, images, videos, and service locations to bring you local customers using this type of dynamic ad campaign. Performance Max campaigns are used frequently by accounting, legal, dental, and medical professionals in Baltimore. Even local stores use this campaign type.

Google's second option for qualifying businesses is their Local Service Ads. Using Local Service Ads, you get charged a flat fee for each lead the platform generates. We often use Google Local Service Ads for home services contractors in Baltimore, like plumbers, electricians, roofers, and heating installers.

Facebook Ads can also be used to target people in Baltimore. This is a little more straightforward, since it really just involves setting up a campaign that has ad sets with geographic restrictions to Baltimore as a city, or specific Baltimore ZIP codes. Local Facebook Ads are often used by Baltimore businesses of all types.

Social Ads for Baltimore Businesses

A social media ad is pretty much any online advertisement you see on a social networking site.

The trick to social ads is keeping the ad creatives fresh. If you don't rotate out ad creatives every few weeks your campaign performance will slowly decrease. A weekly change in ad creative is often recommended for higher-spend ad campaigns.

One of the best things about social ads is that you can target audiences who aren't yet aware of your product or service. It's quite the opposite when you run search ads since you only get to show them when someone searches for what you offer in Baltimore.

However, this benefit can also be a curse, since conversion rates are typically lower when people aren't closer to making an immediate purchase.

Search Ads within Baltimore

If you know people are looking online for the products or services you offer, you'll want to invest in search advertisements.

Some people refer to this as Baltimore Search Engine Marketing, or SEM. This is just a different way of explaining search ads, which are advertisements placed on the search results page of a search engine.

If you have been running search ads on Google for a while and have been successful, consider copying your campaigns over to Bing Ads. As of an October 2022 study from StatCounter, about 3.57% of online users rely on Bing for their primary search engine.

Display Ads throughout Baltimore

You'll find display ads on all kinds of message boards, chat rooms, game lounges, news websites (sometimes even local Baltimore news stations), gossip websites, and more.

These are commonly used within the Google Ads and Bing Ads platforms.

With display ads, all you need are a few different sizes of ad creatives. Both ad platforms have algorithms that help you generate results from your ad spend if you have an understanding of your target audience.

Retargeting Ads in Baltimore

There is a good chance that not everyone will convert during their first experience with your Baltimore website, landing page, or sales funnel.

To help people return to your site after they've thought through various options, retargeting ads are almost always recommended.

You can run retargeting ads on any ad platform, too.

Shopping Ads for Baltimore Ecommerce Stores

This type of search ad was popularized by Google Shopping Campaigns.

If you want to promote your Baltimore storefront through Google Shopping, you'll need an ecommerce website, a product feed (CSV or TXT), and a Google Merchant Center account.

With these tools in place, you'll be able to provide Google Ads an updated list of all of your accurate product data, including the title, SKU, image, price, and availability. Then, your products will be displayed at the top of search results based on the right types of search queries.

Video Ads for Baltimore Businesses

You can run video ads on YouTube, Facebook, Instagram, and other social networking websites.

Using Google Ads, you can run YouTube Ads by creating a video ads campaign or performance max campaign.

Facebook Ads is required if you want to run video ads on Facebook or Instagram.

Video is an excellent ad creative in terms of conversion opportunities. It's not unusual for us to use video ads for product launches, custom services, personal introductions, and more!

You should definitely consider incorporating video ads into your paid advertising campaigns in Baltimore if you have the budget to do so.

Baltimore, MD PPC Management Services

We are a team of paid advertising specialists with extensive knowledge in the latest PPC trends for Baltimore local businesses. Drive traffic and conversions to your Baltimore digital assets with our experience across dozens of industries.

Keyword Research

Keyword research in PPC is mostly used for Google Ads and Bing Ads search network campaigns. After all, search ads only show up based on what is searched on Google or Bing.

If you are looking for a roofing company in Baltimore, you might search "Baltimore Roofer" on Google. As a paid ads manager for that Baltimore roofing company, targeting that exact phrase wouldn't require in-depth keyword research.

However, what if that exact match keyword wasn't producing enough search volume and the Baltimore roofing company needed to increase their advertising reach? In order to solve the problem, keyword research would be required.

After discussing options, the next step might involve the paid ads manager talking with the Baltimore roofing company what services they want to target more often and where. A broader keyword targeting strategy than exact matches might also be necessary.

Suppose the Maryland PPC manager discovers that there is a high traffic volume for "Calverton, MD roofers" or even "Baltimore roof repair." The first phrase targets a location nearby Baltimore that might still be within the company's service area. The second phrase is targeting a slightly different service, which might result in a more lucrative roof replacement project if the repair work is extensive.

Negative keyword lists can also benefit from keyword research. These are used to stop your paid ads from showing in search queries that you know won't produce conversions.

An individual searching for "free roof repair services" or "when to advertise to roofers" is unlikely to buy a new roof. However, they might see your paid ads if you are using broad keyword targeting without any negative keywords like "free" or "advertise".

Even if your keyword research needs are obvious when you start building out your campaign, they become more complex as you scale your ads and reduce wasted ad spend.

Audience Research

When you hear audience research talked about in Baltimore paid advertising campaigns, it is often within the scope of scaling social media ads on Facebook and Instagram. However, Bing Ads and Google Ads also allow audience targeting.

We'll review some audience research and targeting history within Facebook Ads.

Baltimore paid advertising managers used Facebook's custom audiences extensively in the past. In fact, one of Facebook Ads' most attractive features was the ability to collect data on users, which advertisers in Baltimore eagerly took advantage of.

A number of factors, including data privacy and machine learning, have had an impact on custom audiences over time.

When Apple released its iOS 14.5 update, they included a pop up message that allowed users to easily opt out of personalized ad tracking. As a result, Facebook had difficulty tracking mobile device behavior. In fact, it even affected the accuracy of ad attribution reporting.

For most Baltimore advertising agencies, machine learning algorithms greatly reduced the need for custom audiences and lookalike audiences. Their algorithm has become so good at understanding your ideal audience that you typically do more harm than good by choosing your own interest-based targeting.

Though there will still be plenty of Baltimore paid ads agencies using custom audiences, it is clear the trend is moving toward broad targeting. You can see it in every update within Facebook Ads Manager as they slowly remove interest-based targeting options, or push for "Advantage Detailed Targeting."

This blog article from Social Media Examiner does a good job of talking about recent changes to audience targeting, if you'd like a second opinion.

It's not to say audience research and targeting are going away. The targeting options within Baltimore ad campaigns will likely always be manageable to boost performance.

Landing Page Creation & Optimization

It is important to focus on a high quality landing page when running paid advertisements in Baltimore.

We begin by examining the landing pages on any paid advertising campaign in Baltimore to make sure they follow best practices. Here are some of the factors we look for in this review:

  • Does the headline focus on benefits?
  • Are there any images above the fold?
  • Does the content engage the reader?
  • Am I able to find a lead form right away?
  • What is the visibility of the call to action?
  • Does the page load quickly?
  • Is there social proof?
  • Does the page load on mobile devices?

Quality landing pages are the result of many factors.

Until you have a landing page that follows best practices, don't spend money on Baltimore paid advertising.

If you want to create an effective landing page, you should never consider it finished. For continuous improvement, run A/B testing every few months.

Sales Funnel Development

You might consider building out one or more sales funnels instead of a landing page. We rely heavily on sales funnels for lead generation, email audience building, and even online purchases.

One of our clients promotes an online fitness challenge that you can even join from Baltimore. While managing their digital marketing we built multiple sales funnels within Click Funnels. These are some of the funnels we made:

  • We used squeeze pages to help capture email addresses while building awareness for the program.
  • We used lead magnets to provide people with healthy eating tips, fitness tips, webinars, and sneak peaks in exchange for an email address.
  • Through application funnels, we pushed people towards the idea of applying to exclusive programs.
  • As part of the online program, sales letter funnels were used as the registration system.

The types of funnels available to your Baltimore business aren't limited to these. Keep in mind that these tools can be incredibly helpful for gauging interest in a product, building an email list, and selling online.

Make sure you take your time when implementing a funnel. Doing this type of work yourself can take weeks of training, whether you learn it at home by yourself or at a technical school in Baltimore. It can take years of experience to master funnels, however. You can save yourself some time by looking for a PPC management firm, like WebCitz, to handle the heavy lifting!

Conversion Rate Optimization

Having a clear understanding of your conversion rate is critical to making informed advertising decisions. The average conversion rate is between 1-3%, but that varies greatly between industries, products, and services throughout Baltimore.

Let's run through a basic scenario to help illustrate the impact of conversion rates.

  1. You sell a $100 sweatshirt in Baltimore on your website.
  2. You have a 1% conversion rate, meaning for every 100 Baltimore residents that visit your website you sell 1 sweatshirt.
  3. You have a $0.50 average cost per click (CPC), meaning for each person in Baltimore that visits your website you spend 50 cents.
  4. To sell 1 sweatshirt, you need 100 clicks from paid ads, which would cost you $50. This is known as your cost per acquisition (CPA).
  5. Your return on ad spend (ROAS) would be 2x, meaning for every dollar spent in paid ads you get two dollars in return.

For most Baltimore businesses, this return on ad spend wouldn't be acceptable unless the margins were great.

To improve the situation, you hire a paid advertising agency to modify your campaign settings, ad creatives, and landing page experience.

Let's assume those improvements bring your conversion rate up from 1% to 2%. That means for every 100 visits to your website you now sell 2 sweatshirts. This is twice the return on ad spend! You might actually be profitable now selling those sweatshirts.

Understanding your conversion rate, and knowing how to improve it, can be crucial to the management of your Baltimore paid advertising.

Ad Creation

This is potentially one of the most important aspects of a Facebook Ads account.

When you run Facebook Ads or Instagram Ads in Baltimore, you are mostly targeting a cold audience that is more interested in quickly scrolling by advertisements in favor of seeing what their friends and family are up to online.

You have to develop an understanding of how to capture someone's attention in a split second.

To do this, you need build out amazing ad creatives that make someone stop for a second and say to themselves, "wait a second, what...?"

This doesn't happen by running the same ad creative over and over and over again. Even if it is a great ad, it will eventually become stale. You have to change things up frequently, even if you are just targeting people in Baltimore.

If you don't change out your ad creatives and test new ideas, you'll suffer from what is called "ad fatigue." This is the state in which your target audience (in Baltimore and beyond) has already seen your ad so many times that they instinctively scroll by it without ever interacting with your brand.

Don't be caught in this situation. You have to understand when to pause an ad because it isn't performing as well as it once did. You have to understand when to test new ideas, especially if you are emotionally attached to an ad that you spent a lot of time making.

This is one of the benefits of working with a PPC management company that helps Baltimore businesses, since we are proponents of testing new ad creatives regularly.

Ad Attribution Consulting

Knowing your ad attribution is important. If you don't know what ad attribution is, it is the process of determining which advertisement resulted in the conversion you experienced on your Baltimore website or funnel.

You might be suffering from ad attribution issues and not even know it.

Do you rely on Facebook Ads or Google Ads to tell you which campaigns, ad sets, and ads are performing the best?

If so, you are relying on incomplete data to form critical decisions about when to turn off or scale an ad.

For Baltimore ecommerce businesses running on Shopify, we recommend you look at ad attribution companies like Triple Whale or Northbeam to get a much clearer picture of your ad attribution.

For Baltimore content-based websites, or ecommerce websites in platforms other than Shopify, check out ad attribution companies like Wicked Reports or Hyros to get a better idea for how well each of your paid advertising campaigns are doing.

Free PPC Calculators for Baltimore, MD PPC Managers

Our digital marketers are so excited about managing Baltimore paid advertising campaigns, they worked with our web development team to build out some helpful PPC calculators that you might be interested in trying!

View All PPC Tools

Why Choose WebCitz to Manage Your Baltimore, MD PPC Services

We want to be your Baltimore team's paid advertising partner! In addition to PPC management, we have internal teams focused on sales funnel development, social media advertising, and ad creative testing for Baltimore. This is not true of all Baltimore PPC management companies, since most only have a single person handling all the tasks. You might not be testing campaign optimizations and creative ideas often enough with those Baltimore PPC companies to get the results you desire.

There are many factors to consider when researching paid ads agencies for your Baltimore business. Having over 18 years of experience, you can trust our PPC strategies and tactics for Baltimore businesses. These are often the same PPC tactics we use for our own lead generation.

More importantly, you should choose our paid advertising agency because you feel confident we are the right team to help your Baltimore company grow. Our PPC experts are a good option for a number of reasons:

  • It has been more than 18 years since we opened our doors, which makes us an industry leader.
  • Our paid advertising helps us rank for keywords we don't yet rank organically for.
  • Our internal advertising team handles all Baltimore digital marketing services, such as PPC management, sales funnel development, and ad creatives.
  • During normal business hours, you will likely receive an answer within a few rings from one of our teammates.

Let's discuss what our PPC experts can offer your Baltimore company! Baltimore small businesses often hire us for paid advertising management services, but larger corporations can also hire us to augment their marketing departments.

When it comes time for your Baltimore small business or large corporation to start the search for a PPC marketing agency, we hope you keep our team in mind for the task. We would be happy to talk to you about your follow-up questions via email or phone if you have any.

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Facebook Ads Management

Starting at $600/mo
  • For accounts spending less than $1,000/mo in Facebook Ads, our management fee is just $600/month.
  • For higher spending accounts, our monthly management fee is generally $600/mo + 15% of ad spend, but can be custom quoted based on your goals and objectives.

Google Ads Management

Starting at $500/mo
  • For accounts spending less than $1,000/mo in Google Ads, our management fee is just $500/month.
  • For higher spending accounts, our monthly management fee is generally $500/mo + 15% of ad spend, but can be custom quoted based on your goals and objectives.

Bing Ads Management

Starting at $500/mo
  • For accounts spending less than $1,000/mo in Bing Ads, our management fee is just $500/month.
  • For higher spending accounts, our monthly management fee is generally $500/mo + 15% of ad spend, but can be custom quoted based on your goals and objectives.

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Industry PPC Agencies

When looking for a paid advertising expert, search for someone with experience running and optimizing ad campaigns on platforms such as Google Ads and Facebook Ads. A good track record of successful campaigns, and the ability to analyze and interpret data to make informed decisions, is also important. Also look for strong analytical and strategic thinking skills, as you want a paid ads expert who can create and execute an effective advertising strategy, then later optimize it based on results.

Look at how we've been able to help improve paid advertising for businesses in various industries.

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