Industries
PPC built for how your customers buy
The platforms are the same for every business; the rules and the buying patterns are not. Dentists advertise under GDC guidance, financial firms need Google's UK verification, charities work inside the Ad Grants policy, and a plumber's best customer calls at midnight. Each page below covers what changes for that industry.
E-commerce
Shopping, Performance Max and Meta, with targets set by product margin rather than one figure for the whole shop.
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SaaS
Trials and demos at a cost per acquisition the payback period can carry.
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Charities and Google Ad Grants
Managing the $10,000-a-month Ad Grant inside Google's rules, and paid search beyond it.
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Dentists
Implants, aligners and new patients, advertised within the GDC's guidance.
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Private healthcare
Clinics and practices advertising inside Google's healthcare and medicines policy.
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Trades and home services
Plumbers, electricians and roofers: calls, Local Services Ads and the map.
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Professional and financial services
Accountants, solicitors and advisers, including Google's UK financial services verification.
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Education and training
Course and enrolment campaigns timed to when people actually decide.
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Estate agents and property
Valuation and vendor leads rather than browsers looking at listings.
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Small businesses
Paid search and Facebook ads on a budget that has to work from the first month.
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Your industry not listed?
Most of what makes PPC work is the same everywhere: tracking that is true, campaigns grouped by what a click is worth, and landing pages that match the ad. The audit applies that to your business, whatever it is.
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