Too many start-ups and small businesses waste their precious resources running Pay Per Click (PPC) campaigns without linking them to activity that drives new business. It’s easy to get dazzled by vanity metrics, instead of targeting prospects who are ready to make a decision.  So on this episode, we’re talking about the best way to approach Google Ads and PPC advertising, with Katie Kingsbery, Senior Account Manager at RevKey.   Katie discusses the mechanics of Google Ads, the importance of keyword selection and ad copy, and the value of tracking conversions that are valuable to the business. Making sure that your campaigns are optimized to reach people further down the funnel, who are ready to buy. Katie  also shares tips for finding the right agency to manage Google Ads campaigns.  Katie has seen this business from all angles - starting out on the media side with Tribune and The Wall Street Journal; then in the "belly of the beast" as an account manager at Google, and now with an agency, helping small businesses win in the PPC game.  Key Takeaways:  The Live Auction: It’s not only about having the best product; the placement of ads is determined by a live auction system that takes into account both the bid amount and the relevancy of the ad. The Foundations of a Successful Campaign: Two primary things to consider are keyword selection and ad copy, to reach users who are most likely to be ready to take a specific action, optimizing ROI. Offline vs. Online Tracking: Businesses can link offline interactions (like phone calls) to online ad spend, ensuring they have a full understanding of their campaign's success. Finding the Right Agency: Look for someone with transparency in pricing, and who doesn't make unrealistic guarantees about lead numbers.  Where Katie keeps up with the latest in media and marketing:  Media Post AdAge Search Engine Land Rand Fishkin, CEO at SparkToro Kara Swisher / Formerly of All Things Digital (WSJ)    Timestamps  00:02:20           How Google Ads work and the auction system  00:05:00           Using Google Ads for a small businesses  00:08:00           Importance of keyword selection and ad copy in Google Ads  00:13:40           Counting revenue, not clicks  00:23:50           Taking a campaign from good to great  00:29:30           Finding the right agency to help you succeed  00:31:40           Pricing models for PPC and SEO agencies  00:33:30           Recommended resources