Are You Wasting Your PPC Budget by Not Following Up?

You’re running paid ads on Google and driving traffic to your site. Great, your products or services are getting visibility, hopefully from interested consumers. But there’s still a question: what happens after the click?

Too often, we see businesses spend money on PPC without having any kind of follow-up strategy in place. This means that when clicks happen but a user doesn’t take action on your site, they’re gone – never to be seen again.

If you don’t have a plan for what comes next; no retargeting, no lead capture etc, you’re not getting the most out of your spend.

Why Follow-Up Matters

Unless you’re driving extremely low-funnel traffic, a single click from a user rarely leads to a conversion. Most users need multiple touchpoints with your brand before they’re ready to take action; especially if you’re in a competitive market or offering a product that requires a lot of consideration.

Without solid follow-up, your funnel is like a leaky bucket and your cost-per-conversion climbs.

Two Simple But Effective Journey Examples

Because we like specific examples, here are a couple of user journeys to think about.

Service-Based Business

• Click: A user searches for “landscape gardener in Leeds” and clicks your Google ad.
• On-Site: They land on a well-targeted page but aren’t quite ready to get in touch; they browse for 90 seconds and then leave.
• Retargeting: Over the next week, they see your brand again on LinkedIn and in Google Display ads featuring a client testimonial or quick case study.
• Return Visit: They come back the next weekend, spend more time on the site and this time, fill in your contact form.

Without that retargeting layer, that initial click would’ve likely gone cold as they start their Google search all over again for a company name they couldn’t quite remember.

Ecommerce Brand

• Click: A customer clicks a Shopping ad for a pair of boots and adds them to their basket.
• On-Site: They get distracted and leave without completing the purchase.
• Follow-Up: An automated email goes out an hour later reminding them what they left behind, paired with a small time-sensitive discount.
• Conversion: They come back that evening and check out.

That abandoned cart email turned a lost sale into a win, and made the initial click worth the spend.

Don’t Let Your Ad Spend Leak

Clicks alone won’t grow your business. What you do after someone lands on your site can be the difference between success and failure.

We help clients build full-funnel PPC strategies that go beyond getting traffic to focus on nurturing leads, maximising conversions, and making budgets work harder.

From retargeting ads and email automation to on-site personalisation and smart calls-to-action, we’ll help you plug the gaps and make sure your funnel is working at every stage.

Want to get more from your paid ads?
Let’s talk about how your follow-up strategy could be the missing piece.