Pay Per Click and Click to Call Google Ads

04 Jun Pay Per Click and Click to Call Google Ads

When it comes to digital advertising, Google Ads offers multiple ways to reach your ideal audience. Two of the most effective, yet often confused options are Pay Per Click ads and Click-to-Call ads. At Berning Marketing and Productions, we regularly help businesses decide which approach fits their goals, budget, and customer behavior.

Here’s a breakdown of how they work and the pros and cons of each.

What Are Pay Per Click (PPC) Ads?

PPC ads appear in Google’s search results when someone types in relevant keywords. When a user clicks on your ad, they’re taken to your website or landing page. You pay only when someone clicks.

Pros of PPC Ads:

• Website Traffic: Directs potential customers to your site, where they can learn more about your offerings.
• Better for Research-Based Buying: Ideal for services or products with a longer decision-making process.
• Data-Driven Optimization: You can track user behavior on your site to refine your marketing strategy over time.

Cons of PPC Ads:

• You Pay for Every Click Even Unqualified Ones: Not every click is from a quality lead. You could be paying for traffic from people who are just browsing, competitors doing research, or users who clicked by accident.
• Higher Cost per Lead (Compared to Calls): Website traffic often requires multiple visits before a lead converts. That means you may need to pay for several clicks before getting one conversion.
• More Management and Optimization Required: PPC campaigns need continuous attention—keyword updates, bid adjustments, A/B testing, landing page tweaks, etc.

What Are Click-to-Call (CTC) Ads?

Click-to-Call ads (also known as call-only ads) are designed for mobile users. Instead of visiting your website, prospects can tap the ad to call your business directly.

Pros of Click-to-Call Ads:

• Immediate Connection: Users can talk to someone right away; great for urgent needs.
• Shorter Funnel: Bypasses the website and gets straight to the action.
• Ideal for Service-Based Businesses: Especially effective for law firms, healthcare providers, contractors, and any business that relies on phone leads.

Cons of Click-to-Call Ads:

• Mobile-Only: These ads only show on smartphones, not desktops or tablets.
• High Risk of Missed Leads: If you miss the call, you may miss the customer.
• No Web Engagement: You lose the opportunity to educate the customer or offer additional info before they call.

Which Is Better for Your Business?

There’s no one-size-fits-all answer. At Berning Marketing and Productions, we typically recommend:

• Pay Per Click Ads for businesses focused on lead forms, online sales, or educating the customer before a decision is made.
• Click-to-Call Ads for businesses that close deals over the phone or serve urgent, high-intent needs.

Many of our clients see the best results by combining both. A strategic mix allows you to capture attention at every stage of the buyer’s journey whether they’re ready to talk now or just starting their research.

Whether you’re looking to increase calls, website visits, or qualified leads, our team at Berning Marketing & Productions will create a custom strategy to get results.