Cambridge, MA PPC Agency

Managed PPC for Cambridge

From Google Ads to Facebook Ads, we've managed millions of dollars of PPC budgets. Let us help your Cambridge 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 Cambridge, MA PPC Management

With more than 18 years of experience helping businesses and ecommerce brands improve their paid advertising campaigns throughout Cambridge, we're a results-driven PPC management company.

Our paid ads managers can help your Cambridge business target relevant audiences and build brand awareness using Facebook Ads, Google Ads, or even Bing Ads. We can help you target prospects at any stage of the customer journey with these ad platforms. 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 Cambridge, 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 even offer Facebook Ads and Google Ads management services for nearby businesses in Somerville, MA, Boston, MA, Medford, MA, Brookline, MA, and Everett, MA.

Discover our PPC management services in Cambridge by reading on.

Cambridge Google Ads, Facebook Ads

What is Cambridge, MA PPC Management?

PPC management refers to creating and optimizing Cambridge paid advertising campaigns. However, that is an incredibly simple explanation, so let's dig a little deeper.

A paid ads agency for Cambridge often begins by getting to know your company and its business model before providing professional PPC management. 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 Cambridge service providers are often only interested in qualified leads. This can be accomplished through paid advertising that drives traffic to an optimized landing page or sales funnel. Start with Google Local Service Ads or Facebook Lead Forms if those digital assets don't yet exist or need to be substantially improved.

In contrast, ecommerce brands are most likely to be 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 Cambridge PPC, it's important to understand what metrics will be used. For paid advertising to be effective, most Cambridge paid ad agencies will implement email collection strategies, such as squeeze pages or lead magnets. To better understand ad attribution and reporting, it makes sense to integrate with Wicked Reports, Triple Whale, or Northbeam. For that to make sense though, your ad spend should be over $1,000/month.

Your Cambridge business should use a variety of advertising strategies and marketing tools to be successful with paid advertising. Some of the best paid advertising services in Cambridge include:

  • Promote your digital assets (websites, sales funnels, etc.) via search engines, social media channels, and third parties.
  • Increase revenue for your Cambridge business through qualified leads or online sales.
  • Better understand ad attribution through the integration of third-party attribution software.
  • Provide social proof with case studies, white papers, video testimonials, etc.
  • Collect email addresses, create user-generated content, and nurture relationships.
  • Test the effectiveness of different ad creatives across different media and ad placements.

In addition to managing Cambridge-area PPC campaigns, our team also offers Boston, Lawrence, Lowell, Medford, Plymouth, Springfield, and Worcester small businesses and large corporations a professional PPC management service.

A Few of Our PPC Experts

Hope KDavid WEmily LMelanie PCorey G

Cambridge Google Ads, Facebook Ads

How Paid Advertising Helps Cambridge, MA Businesses

Traffic increases almost instantly with Cambridge paid advertising.

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

If you are interested in running paid advertising in Cambridge, we recommend that you 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. The issue is often in the ad creatives, campaign settings, or sales process.

Cambridge companies can benefit greatly from the addition of paid advertising to their digital marketing strategy strategy when everything comes together. It's important to keep in mind that increased traffic does not always translate into more conversions.

Types of Paid Ads for Cambridge, MA PPC Campaigns

The options for running paid advertising for your Cambridge business are numerous. Cambridge has a variety of business industries that use paid ads. Let's take a look at some of the most common ones.

Local Ads within Cambridge

If you have a business in Cambridge, you can run local ads on almost any advertising platform. Depending on the nature of your local Cambridge business, you may find better success in one platform versus another. It is important to try out every available option to see which works best for your needs. Here are a few options for local advertising.

Google is going to offer two options.

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 Cambridge. 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. Plumbers, electricians, roofers, and heating installers in Cambridge often use Google Local Service Ads.

Facebook Ads can also be used to target people in Cambridge. The first step is to set up a campaign with ad sets restricted to Cambridge as a city, or specific ZIP codes around Cambridge. Local Facebook Ads are often used by Cambridge businesses of all types.

Social Ads for Cambridge Businesses

Pretty much any online ad you see on a social network site is going to qualify as a social media ad.

It's important to keep the ad creatives fresh when running social ads. Without rotating ad creatives every few weeks, your campaign performance will slowly deteriorate. 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 Cambridge.

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 Cambridge

You should invest in search advertising if you know people are searching online for your products or services.

Some people refer to this as Cambridge Search Engine Marketing, or SEM. An advertisement that appears on the search results page of a search engine is called a search ad.

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 for Cambridge Businesses

There are display ads on message boards, chat rooms, game lounges, news websites (sometimes even local Cambridge news stations), gossip websites, and more.

Google Ads and Bing Ads commonly offer these campaign types.

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 Cambridge

There is a good chance that not everyone will convert during their first experience with your Cambridge 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.

Almost any ad platform can be used for retargeting ads.

Shopping Ads for Cambridge Ecommerce Stores

Google Shopping Campaigns popularized this type of search ad.

If you want to promote your Cambridge 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. From there, they will be able to find the right types of search queries to display your products at the top of the search results page.

Video Ads throughout Cambridge

YouTube, Facebook, Instagram, and other social networking sites allow you to run video ads.

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 Cambridge if you have the budget to do so.

Cambridge, MA PPC Management Services

With in-depth knowledge of the latest PPC trends for local businesses in Cambridge, we are a team of paid advertising specialists. Drive traffic and conversions to your Cambridge 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.

For example, a person looking for a roofing company in Cambridge might search "Cambridge Roofer" on a search engine. Targeting that exact phrase wouldn't require in-depth keyword research for that Cambridge roofing company's paid ads manager.

However, what if the exact match keyword isn't generating enough search volume and the Cambridge roofing company needs to expand 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 Cambridge 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 Massachusetts PPC manager discovers that there is a high traffic volume for "Somerville, MA roofers" or even "Cambridge roof repair." The first phrase targets a location nearby Cambridge that might still be within the company's service area. If the repair work is extensive, the second phrase might result in a more lucrative roof replacement project.

Negative keyword lists can also benefit from keyword research. You can use these to prevent your paid ads from showing in search queries that you know won't convert.

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".

As you can see, no matter how obvious your keyword research needs might be at the start of building out your campaign, they become more complicated as you begin to scale your ads and reduce wasted ad spend.

Audience Research

In Cambridge paid advertising campaigns, audience research is often discussed in the context of scaling social media ads. However, Bing Ads and Google Ads also allow audience targeting.

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

Cambridge 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 Cambridge eagerly took advantage of.

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

Apple's iOS 14.5 update included a pop-up message that let users opt out of personalized ad tracking. As a result, Facebook had difficulty tracking mobile device behavior. This even affected the accuracy of ad attribution reporting.

For most Cambridge 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.

While there will still be plenty of Cambridge paid ads agencies relying on custom audiences, it is clear the trend is moving toward broad targeting. You can see it for yourself. Every few months Facebook rolls out updates that gradually remove lesser-used interest-based targeting options. They even keep changing out "Advantage Detailed Targeting" is pushed in the ad set creation.

This blog article from Social Media Examiner does a good job of talking about recent changes to audience targeting.

It's not to say audience research and targeting are going away. The targeting options within Cambridge 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 Cambridge.

We begin by examining the landing pages on any paid advertising campaign in Cambridge to make sure they follow best practices. In this review, we consider the following factors and more:

  • Does the headline focus on benefits?
  • Do you have any images above the fold?
  • Does the content engage the reader?
  • Am I able to find a lead form right away?
  • Are the call to actions easily noticeable?
  • How fast does the page load?
  • Does social proof exist?
  • 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 Cambridge 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.

Developing a Sales Funnel

You might consider building out one or more sales funnels instead of a landing page. In order to generate leads, build email audiences, and even make online purchases, we rely on sales funnels.

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

  • By using squeeze pages, we captured email addresses and raised awareness for the program.
  • For leads, we provided healthy eating tips, fitness tips, webinars, and sneak peeks as lead magnets.
  • 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 Cambridge 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 Cambridge. 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 Cambridge.

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

  1. You sell a $100 sweatshirt in Cambridge on your website.
  2. You have a 1% conversion rate, meaning for every 100 Cambridge 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 Cambridge 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 Cambridge 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 Cambridge 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 Cambridge, 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 Cambridge.

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 Cambridge 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 Cambridge 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 Cambridge 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 Cambridge 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 Cambridge 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 Cambridge, MA PPC Managers

Our digital marketers are so excited about managing Cambridge's paid advertising campaigns that they developed some helpful PPC calculators for you!

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Why Choose WebCitz to Manage Your Cambridge, MA PPC Services

Let's work together on paid advertising for your Cambridge business! In addition to PPC management, we have internal teams focused on sales funnel development, social media advertising, and ad creative testing for Cambridge. In most Cambridge PPC companies, only one person handles all tasks, but this is not the case for us! You might not be testing campaign optimizations and creative ideas often enough with those Cambridge PPC companies to get the results you desire.

There are many factors to consider when researching paid ads agencies for your Cambridge business. With more than 18 years of experience, you know you can trust the PPC strategies and tactics we suggest for your Cambridge business. Many of these are the same PPC tactics we use to generate leads for our company.

Cambridge companies should choose our paid advertising agency because they feel confident we are the right team. 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 Cambridge 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 talk about what our PPC experts can do for your Cambridge business! Cambridge small businesses often hire us for paid advertising management services, but larger corporations can also hire us to augment their marketing departments.

Our team would appreciate the opportunity to be considered when your Cambridge business or corporation is in need of a PPC marketing agency. We would be happy to talk to you about your follow-up questions via email or phone if you have any.

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.

Hear what our customers are saying

Tara Candland

Tara Candland

Incredibly responsive, fast, and professional. They quickly understood the issue we were having with our site, which was fairly complicated, and were able to resolve it. They kept us updated in lay terms along the way so that we could understand how the issue was progressing.
Rummeles Fine Jewelry

Rummeles Fine Jewelry

Great company to deal with! They have a great team of people and are always there to answer any questions we have!
Dawn White

Dawn White

These guys are always there when you need them! Whether the issue is big or small, there is little they cannot handle. I cannot express enough how greatly we appreciate their continued superior service and willingness to assist whenever we need them. Thanks Dave, Corey and the entire WebCitz team!!
George Ormond

George Ormond

Corey was extremely helpful and spent a considerable amount of time going over my difficulties with a newly created website put together by someone else. I was under a very stressful deadline and he was extremely considerate and helpful. He managed to fix the problems that I was experiencing with my website. I had reached out to a number of website developers for help but only heard back from Webcity and Corey got back to me within minutes!
Southwest Radio Church

Southwest Radio Church

What can I say about this company? These people that work there? Unbelievable!! It doesn't matter when or why you call, they will help you. The other part of that statement is: I never have to call them! They made a web site for us that works 24/7. But if I do call they actually take care of it right then. ... great bunch of guys...Southwest Radio Church really appreciates you!!
Wendy Bottesi

Wendy Bottesi

Corey is so incredibly helpful!!!! He took the time and effort to make sure I had the help I needed! Above and beyond friendly! Helpful hints to navigate my website!! I felt so at ease! This is the company I will be sticking with and telling everyone about!!! A million times over thank you Corey!
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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