Pay-per-click (PPC) advertising is a powerful tool for small and medium businesses (SMBs) to reach customers. But launching a PPC campaign, whether Google Ads, Microsoft Ads, Facebook/Meta Ads, etc, is just the beginning.

Like tending a garden, they aren't "set it and forget it" and require regular care to thrive as the ad platforms, privacy rules, consumer behavior and competitors change constantly. Ongoing management turns ad spend into predictable leads, bookings and sales, reduces wasted spend, and improves return on ad dollars.

Let's explore why ongoing optimization is essential for sustained success—and how businesses in retail, restaurants, hospitality, construction, healthcare, and professional services can tailor their strategies for maximum impact.

Why "Set It & Forget It" Doesn't Work

Google processes over 8.5 billion searches daily, and the digital landscape shifts constantly. Here's why ongoing mana . . .