PPC Search Marketing and Inbound Marketing

The first few months of a new inbound marketing campaign can be challenging for companies. While it’s important to create a foundation and plenty of upfront work is necessary to make this happen, many companies struggle to get the leads they need during this time.

It’s difficult to jump right in and get a ton of traffic within just a few short weeks. Google needs time to find you, it takes time to build up traffic, content has to be created and you have to build authority for your website. All of this takes time.

However, you can still get the leads you need while the foundation for your inbound marketing campaign is being created. This can be done by using PPC marketing to fill in the gaps.

Filling the Traffic Gap

Paid advertising, such as Google AdWords or LinkedIn marketing, provides a short term solution to the traffic gap. When you first launch a website it won’t generate much traffic, at first. It takes time to build up the traffic and get the content strategy moving in the right direction.

An effective way to gain leads while the content is being created and traffic is increasing is through paid advertising. It’s like a faucet and once you turn it on, you will get traffic immediately, but you can also turn it off at any time.

Highly Targeted

One of the main reasons PPC search marketing works well for inbound marketing campaigns is the ability to target leads. Depending on the type of paid advertising you choose, you may be able to target your ads by location, job description, persona and many other demographics. This can provide a huge advantage for the short term and the long term.

Acquiring New Customers

The cost for each lead will become important when you use paid advertising. It doesn’t make much sense if you have to spend more money to acquire a customer than they are worth. However, if you spend $50 to gain a lead that turns into a $250 sale, it makes plenty of sense.

With paid advertising, you can quickly figure out how much each lead costs and whether the marketing is profitable or not. This allows you to adjust your strategy and fine tune it for complete success.


Another huge advantage to paid advertising is the ability to remarket. This is a way to reach prospects that have shown interest, but didn’t convert. Sometimes, you have to reach out to a prospect 8 or more times to get them to become a customer. Remarketing helps you do exactly this.

Adding paid advertising to your inbound marketing might be just what you need to kick start your business. Expect any good inbound marketing campaign to take three to six months to start producing a large amount of organic traffic from Google and other sources.

However, you don’t have to wait months to start gaining leads and converting them into paying customers. By adding paid advertising methods, such as Google AdWords and LinkedIn advertising, you can turn the faucet on right now and start profiting from day one of your inbound marketing campaign.

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