PPC is unforgiving — every misconfigured campaign burns real money in real time. These answers focus on the decisions that actually matter for ROI.
PPC is unforgiving — every misconfigured campaign burns real money in real time. These answers focus on the decisions that actually matter for ROI. We track ppc advertising questions performance weekly across our portfolio.
1. **What's the difference between Google Ads and Facebook Ads?** — Google Ads = paid search (intent-driven, customer is actively looking). Facebook Ads (Meta Ads) = paid social (interruption-driven, customer wasn't looking but may be interested). Different mechanics, different best uses.
2. **How much should I spend on Google Ads to start?** — Minimum useful test budget is $1,500-3,000 over 60-90 days. Below that, you don't generate enough data to optimize. The right ongoing budget depends on cost-per-acquisition economics, not a generic percentage.
3. **What is Quality Score and how do I improve it?** — Google's 1-10 measure of how relevant your ads, keywords, and landing pages are to a query. Higher score = lower CPC + better positions. Improve via tighter ad groups, ad relevance to keyword, and landing page experience.
4. **Should I bid on my brand name in Google Ads?** — Usually yes — competitors will bid on your brand if you don't, brand keywords are typically very cheap, and brand campaigns often have the highest ROAS in the account. The "I already rank organically" objection misses the point.
5. **What is a good CTR for Google Ads?** — Industry average is 3-5% on Search Ads, 0.5-1% on Display. Above 6% on Search is good; above 10% is excellent. Brand campaigns commonly hit 15-30% CTR. Below 2% suggests your ads or targeting need work.
6. **What is ROAS and what's a good ROAS?** — Return On Ad Spend = revenue ÷ ad spend. A "good" ROAS depends entirely on your gross margin. Generally: 3:1 is breakeven for most ecommerce; 5:1+ is healthy; 10:1+ is exceptional. For high-margin services it can be much lower.
7. **Why are my Facebook ads not converting?** — The five most common causes (in order): bad creative, wrong audience, broken pixel/tracking, weak landing page, or too small a budget for the algorithm to optimize. Diagnose in this order.
8. **Should I use Performance Max or regular Search?** — Run Search campaigns for known high-intent keywords (where you want control). Run Performance Max for ecommerce and cross-channel scaling once Search is dialed in. Don't lead with PMax — diagnose with Search first. Considering ppc advertising questions? Book a no-pressure strategy call to compare options. Senior strategists own every ppc advertising questions engagement here — never juniors learning on your account.
Every answer in this collection was written or reviewed by Martin Vassilev, who has been working in SEO, web design, and digital marketing for over 12 years. The answers reflect what's actually true in 2026 — not 2018 best-practice articles regurgitated for SEO. If you find anything inaccurate or outdated, email us and we'll update it (and credit you). Throughout our work on ppc advertising questions, we cite primary sources and current data.
If you're running a Canadian business in 2026, the math on SEO has flipped. The cheapest paid channels have gotten dramatically more expensive — Meta CPMs are up roughly 40% year-over-year, and Google paid search now routinely costs $8–$25 per click in competitive verticals like home services, legal, and SaaS. Organic search, by contrast, compounds. A page that ranks #1 for a high-intent commercial query continues delivering qualified traffic for months or years with zero incremental media spend. That's why the businesses that win in 2026 invest seriously in the editorial and technical work that earns those rankings — and why the businesses that don't end up trapped in a paid-media treadmill that gets more expensive every quarter. We help our clients get out of that trap by building owned-channel SEO assets that pay back over multi-year time horizons.
Google Ads = paid search (intent-driven, customer is actively looking). Facebook Ads (Meta Ads) = paid social (interruption-driven, customer wasn't looking but may be interested). Different mechanics, different best uses.
Minimum useful test budget is $1,500-3,000 over 60-90 days. Below that, you don't generate enough data to optimize. The right ongoing budget depends on cost-per-acquisition economics, not a generic percentage.
Google's 1-10 measure of how relevant your ads, keywords, and landing pages are to a query. Higher score = lower CPC + better positions. Improve via tighter ad groups, ad relevance to keyword, and landing page experience.
Usually yes — competitors will bid on your brand if you don't, brand keywords are typically very cheap, and brand campaigns often have the highest ROAS in the account. The "I already rank organically" objection misses the point.
Industry average is 3-5% on Search Ads, 0.5-1% on Display. Above 6% on Search is good; above 10% is excellent. Brand campaigns commonly hit 15-30% CTR. Below 2% suggests your ads or targeting need work.