That PPC Guy
From Data to Dollar

With 8.5 billion daily searches, Google stands as the most prominent search engine, driving numerous small businesses to rely on pay-per-click (PPC) ads as their primary marketing strategy. PPC ads help drive relevant traffic that can lead to new sales, form submissions, phone calls, and other types of conversions.

To truly harness the potential of Google Ads, it is essential to have knowledge of other tools, including Google Analytics. Integrating GA4 with your Google Ads account will improve results and provide better attribution.

This is where That PPC Guy comes in.

He offers a hands-on approach, helping clients manage campaigns utilizing all of Google’s functionalities. Before launching a campaign, That PPC Guy conducts a comprehensive analysis of the business, their website, and the competition. He also provides a free audit of existing Google Ad accounts to help a business owner better understand what’s going on in their account and to identify areas for improvement.

“We are committed to educating the client on what’s working, what could be better, and offering full transparency on steps needed to optimize an account," says Justin Golden, owner of That PPC Guy.

With 14 years of industry experience, Golden managed digital marketing and paid media across platforms like Google, Facebook, Bing, Instagram, LinkedIn, and Pinterest. He recognized the challenges small businesses faced in building successful Google Ad campaigns, leading him to cater to business owners who appreciate a hands-on approach while still prioritizing measurable ROI.

Transparency is at the core of That PPC Guy's approach. He uses Google Looker Studio to create a customized dashboard, offering real-time data and replacing traditional monthly PDF reports. The dashboard displays relevant KPI’s including: monthly ad spend, conversions, cost per conversion, clickthrough rates, and search impression share. He also produces call tracking reports with caller phone numbers, dates, and durations.

“Ensuring the quality of the lead is just as important as the quantity, we work side-by-side with our clients to make sure we’re producing real results,” says Golden.

Over the years, Google's browser cookies have become a valuable information source for advertisers. Cookies allow Google to offer audience segments based on a person's search history. However, Google announced they will slowly start to remove third-party cookies in 2024. To move away from these cookie-based audiences, That PPC Guy leverages data from a client's customer relationship management tools, visited URLs, and builds custom audience segments for each client. These audiences help improve ad relevance by giving the advertiser greater control on who sees their ads.

We’re always looking for ways to stay ahead of the competition

In addition to custom audiences, That PPC Guy also continually conducts split tests across various parameters, including audiences, ad copies, landing pages, and various keyword types (longtail, exact-match, new, positive, and negative). This approach guarantees that ads are finely tuned to attract the right customers to the appropriate platform. Golden adds, “We’re always looking for ways to stay ahead of the competition.”

Client relationships are at the core of That PPC Guy’s business. He meets with his clients regularly, on their schedule, via online video meetings, calls, and even texts. Making himself accessible to clients, and a commitment to building successful campaigns, has helped That PPC grow into a nationally recognized Google Ads Agency. He became a Google Partner in 2021 and manages over $400k in monthly ad spend for his clients. Based on his results, That PPC Guy should continue to grow supported by his philosophy of active campaign management, customer service and a focus on ROI.