Solved: PPC in Norwich Not Working? (The Real Reason)

Hi there,

Thanks for reaching out!

I understand you're struggling to get your PPC strategy for Norwich off the ground and actually see a return. It's a common problem, a lot of businesses waste money on ads that don't deliver because they're focused on the wrong things. People think there's some secret local strategy, but it's usually about getting the fundamentals right, which most people skip over.

I'm happy to give you some initial thoughts and guidance. The goal here isn't to just optimise your campaigns, but to build a proper system for acquiring customers profitably in your local area. It all starts long before you even open up Google Ads.

We'll need to look at who you're actually selling to...

First things first, let's forget about "PPC strategies in Norwich" for a moment. The most common mistake I see is businesses defining their audience with useless demographics. "Homeowners aged 30-55 in the NR1 to NR7 postcodes" tells you absolutely nothing of value. It leads to generic ads that speak to no one.

To stop burning cash, you have to define your customer by their pain. You need to become an expert in their specific, urgent, expensive nightmare. Your Ideal Customer Profile (ICP) isn't a person; it's a problem state.

For example, a client of yours isn't just a 'homeowner looking for a plumber'. Their nightmare is waking up to a flooded kitchen at 6 AM on a Monday, with water ruining the new flooring they just had installed. They're panicking about the cost, the disruption, and finding someone trustworthy who can come *right now*. Another nightmare could be a restaurant owner whose commercial oven breaks down on a Friday evening before the weekend rush. That's a business-threatening problem.

Your entire advertising strategy must be built around solving that specific nightmare. When you understand the pain, you know exactly what to say in your ads, what keywords to bid on, and what your offer should be. Do this work first, or you have no business spending a single pound on ads. It's the foundation for everything that follows.

I'd say you should focus on Google Search, not social media...

Once you know the pain you're solving, you need to find people who are feeling that pain *right now*. This brings us to the next big mistake: choosing the wrong platform.

Many local businesses are told they need to be on Facebook or Instagram, running 'brand awareness' campaigns. Here's the uncomfortable truth: when you set your campaign objective to "Reach" or "Brand Awareness" on Meta, you're giving the algorithm a very specific command: "Find me the largest number of people for the lowest possible price."

The algorithm does exactly what you asked. It seeks out the users inside your targeting who are least likely to click, engage, or ever buy anything. Why? Because their attention is cheap. You are actively paying to find the worst possible audience for your service. Awareness is a byproduct of doing great work and solving real problems, not a prerequisite for making a sale.

For a local business needing immediate ROI, this is a total waste of money. You need to be on Google Search. Why? Because that's where people go when their nightmare is happening. The person with the flooded kitchen isn't scrolling through Instagram; they're frantically typing "emergency plumber norwich" into their phone. By focusing on search, you're not trying to create demand; you're capturing it at the exact moment of need. This is the single most important strategic decision you'll make.

You probably should re-think your ad copy completely...

Now that we've established you'll be on Google, your ad needs to speak directly to the nightmare. Most local business ads are terrible. They just say something like "Plumbing Services in Norwich. Fast & Reliable. Call Us." It's boring, generic, and totally forgettable.

You need to use a simple but powerful copywriting framework called Problem-Agitate-Solve (P-A-S). You don't sell 'plumbing'; you sell the end of a nightmare.

Here's how it works:

• Problem: State the nightmare you identified earlier, directly in the headline. "Flooded Kitchen? Burst Pipe?"
• Agitate: Twist the knife a little. Remind them of the consequences. "Water Damage & Rising Costs? Don't Wait."
• Solve: Present your service as the fast, obvious solution. "24/7 Emergency Plumber in Norwich. Certified & Insured. Call For An Instant Quote."

This structure works because it enters the conversation already happening in your prospect's head. It shows you understand their situation, which instantly builds trust. You're not just another service provider; you're the emergency service they desperately need.

You'll need to get your keyword targeting right...

Your P-A-S ad is useless if it's not shown to the right people. On Google, that comes down to keywords. You must focus on keywords that signal high commercial or transactional intent. These are people looking to hire someone, not do it themselves.

Here is a breakdown of keyword types. You want to focus your budget almost exclusively on the last two categories:

• Informational: "how to fix a leaking tap" - This person wants a DIY solution. Showing them an ad is a complete waste of money. They are not your customer.
• Commercial: "best emergency plumber reviews" - This person is close to buying. They're comparing options and ready to make a decision. A good target.
• Transactional: "emergency plumber norwich", "24 hour electrician near me" - This is the goldmine. This person has their wallet out (metaphorically) and needs help *now*. This should be your absolute priority.

You have to be ruthless. Exclude any keywords that look for information, jobs, or supplies. Your goal is to show up for the panic searches. By bidding only on high-intent keywords, you pre-qualify your audience and ensure your ad spend is only going towards people who are actually likely to become a customer.

You probably should understand the real numbers...

This brings me to the core of your question: "return on investment". To understand ROI, you must stop obsessing about cheap clicks or even a low Cost Per Lead (CPL). The only question that matters is: "How high a CPL can I afford to acquire a great customer?" The answer lies in calculating your Customer Lifetime Value (LTV).

For a local service business, it's a bit different than for SaaS, but the principle is the same. You need three numbers:

1. Average Job Value (AJV): What's the average revenue from a single job? Let's say it's £400.
2. Gross Margin %: What's your profit margin on that job after materials and labour? Let's say it's 60%.
3. Customer Retention Rate: What percentage of customers call you again for another job within, say, 3 years? Let's say 25% of customers become repeat customers, and they call you for an average of 2 more jobs. This means each new customer brings in an average of 1 + (0.25 * 2) = 1.5 jobs over their 'lifetime'.

The calculation is then: LTV = AJV * Gross Margin % * Average Number of Jobs per Customer

So, LTV = £400 * 0.60 * 1.5 = £360. In this example, each new customer you acquire is worth £360 in gross profit to your business.

Now you have the truth. A healthy business model often aims for a 3:1 LTV to Customer Acquisition Cost (CAC) ratio. This means you can afford to spend up to £360 / 3 = £120 to acquire a single new customer. If your sales process converts 1 in 4 qualified leads from your ads into a paying customer, you can afford to pay up to £120 / 4 = £30 per qualified lead.

This £30 figure becomes your benchmark. Now, when you see leads from Google Ads, you can make an informed decision. For context, lead costs can vary widely by trade and location. I remember one campaign we ran for a home cleaning company that achieved an incredible £5 per lead. For another client, an HVAC company in a very competitive market, leads were closer to $60. The key is knowing your number so you can assess performance accurately. A £25 lead for your business wouldn't just be a cost; it would be a profitable investment.

Use the calculator below to play with your own numbers. This is the maths that unlocks aggressive, intelligent growth.

I've detailed my main recommendations for you below:

Putting it all together, here is a structured way to think about building your local PPC strategy from the ground up. This is the main advice I have for you and the process we would follow. If you get these fundamentals right, you're already ahead of 90% of your competitors in Norwich.

As you can see, building a PPC system that delivers a reliable ROI involves a lot more than just picking a few keywords and setting a budget. It's a strategic process that requires a deep understanding of your customer, your numbers, and how to piece all the parts together correctly.

Getting this wrong can be very expensive, as you've likely started to experience. Getting it right can transform your business. If you'd like to have an expert take a look at your specific situation and build a tailored plan for you, we offer a free, no-obligation initial consultation where we can dive deeper into these concepts and how they apply to your business.

Regards,

Lukas Holschuh