Navigating Paid Ads: Tips for Calgary’s Competitive Market

With an average of 5,000 ads bombarding consumers every day, it’s essential to find a way to stand out from the crowd. The question is, how do you make your ads memorable? How do you ensure that your target audience not only sees your ads but also takes action?

This blog post is here to guide you through the intricacies of running successful paid ad campaigns in Calgary’s competitive market.

You see an average of 5,0001 ads per day, and so does your customer. 

Of those 5,000 ads, how many do you click on? How many do you stop and look at? How many do you remember?

Standing out in this crowded market is difficult, but not impossible. With the right strategy, your paid ads can reach the right audience and help your business thrive. This blog will teach you how to do it effectively.

How To Build Effective PPC Campaigns

Keyword Research

Conduct comprehensive keyword research to identify the terms and phrases your audience is searching for. Incorporate these keywords naturally into your ad copy and landing pages to improve relevance and ad performance.

  • Tools: Use tools like Google Keyword Planner, SEMrush, and Ahrefs to find relevant keywords.
  • Long-Tail Keywords: Focus on long-tail keywords that are more specific and less competitive.
  • Negative Keywords: Identify and exclude keywords that are not relevant to your offering to avoid wasting ad spend.

Ad Extensions

Utilize ad extensions to provide additional information and increase the visibility of your ads. Extensions can include site links, callouts, structured snippets, and more.

  • Site Links: Add links to specific pages on your website, such as product pages, contact information, or special offers.
  • Callouts: Highlight unique selling points or special offers in your ad.
  • Structured Snippets: Provide additional details about your products or services in a structured format.

Landing Page Optimization

Ensure that your landing pages are optimized to provide a seamless user experience and encourage conversions. The content on your landing pages should align with your ad copy and provide clear, valuable information.

  • Consistency: Ensure that the message and design of your landing page match your ad.
  • Simplicity: Keep the design clean and focused on the main objective, whether it’s filling out a form, making a purchase, or downloading a resource.
  • CTAs: Use clear and compelling calls to action that stand out on the page.

Remarketing Strategies

Implement remarketing campaigns to re-engage users who have previously interacted with your website or ads. Tailor your content to address their specific interests and encourage them to return and convert.

  • Segmenting Audiences: Create different remarketing lists based on user behaviour, such as page visits, abandoned carts, or previous purchases.
  • Personalized Ads: Customize your ad content to address the specific needs and interests of each audience segment.
  • Frequency Capping: Limit the number of times your remarketing ads are shown to avoid overwhelming users.

Analyzing and Adjusting Campaigns

Regularly analyze your ad performance data to identify areas for improvement. Use tools like Google Analytics and Facebook Insights to track key metrics and make data-driven adjustments to your campaigns.

  • KPIs: Monitor key performance indicators such as CTR, conversion rate, and ROI.
  • Ad Performance: Compare the performance of different ads and ad sets to determine what works best.
  • Budget Allocation: Adjust your budget allocation based on the performance of different campaigns and keywords.

The Proof & The Pudding

To illustrate the effectiveness of integrating content creation with PPC strategy, let’s look at an In Front Marketing case study.


  • Client: A Canadian company specializing in vehicle maintenance, parts, and accessories.
  • Challenge: The client wanted to increase online sales and brand awareness across their locations.
  • Strategy: Implement a marketing strategy inclusive of SEO, PPC, GMB, social media ads, data analytics, server-side tracking, and reporting for franchisees. 


For the purposes of this blog, we will look at the results of our PPC efforts. The client started with In Front in April 2022.

January 2022January 2023
Revenue: $32,830.98Ad ROAS: 16.66 Total Users: 6,548Revenue: $74,589ROAS: 9.00Total Users: 30,614
February 2022February 2023
Revenue: $30,228.28Ad ROAS: 0.78Total Users: 38,950Revenue: $60,500Ad ROAS: 4.36Total Users: 27,820
March 2022March 2023
Revenue: $55,091.32Ad ROAS: 2.40Total Users: 15,523Revenue: $99,150Ad ROAS: 4.19Total Users: 36,163

The Importance of Content Creation in Paid Advertising

Content creation is the backbone of effective paid advertising. It’s not just about crafting a compelling ad copy; it’s about creating an engaging narrative that resonates with your audience and drives them to take action. Here’s why content creation is crucial for your paid ad strategy:

Engagement & Relevance

Quality content attracts attention. Whether it’s a striking image, a captivating video, or persuasive text, your ad content must be relevant to your target audience. By understanding your audience’s needs and interests, you can create content that engages and compels them to click through.

Building Trust & Authority

Consistently delivering high-quality content establishes your brand as a trusted authority in your industry. When users see valuable and informative content in your ads, they are more likely to trust your brand and consider your offerings.

Enhancing Ad Performance

Engaging content can significantly improve your ad performance metrics, including click-through rates (CTR), conversion rates, and overall return on investment (ROI). High-quality content can also lower your cost-per-click (CPC) by improving your ad’s quality score.

Support for SEO & Organic Reach

Paid ads and organic content creation go hand-in-hand. Well-crafted ad content can drive traffic to your website, where quality organic content can further engage users and improve your search engine rankings.

Tips for Effective Content Creation in Paid Ads

Know Your Audience

Conduct thorough research to understand your target audience’s demographics, interests, and pain points. Use tools like social media analytics, surveys, and customer feedback to gather insights. Tailor your content to meet the specific needs of different audience segments.

  • Demographic Analysis: Identify key characteristics such as age, gender, income level, and geographic location*.
  • Psychographic Insights: Understand the lifestyle, values, and interests of your audience to create more personalized content.
  • Behavioural Data: Analyze past behaviours, purchase history, and engagement patterns to predict future actions.

*While demographics information is important, it should not be the only factor in your PPC strategy. Customers of every gender, age, etc. have problems that your business could solve. 

Create Compelling Visuals

Visual content is highly effective in capturing attention. Use high-quality images and videos that are relevant to your message and audience. Infographics and short video clips can quickly convey complex information and keep users engaged.

  • Images: Use high-resolution photos that resonate with your brand’s message. Stock images can be useful, but custom images often perform better.
  • Videos: Invest in professional video production if possible. Short, engaging videos (under 2 minutes) are ideal for social media and PPC ads.
  • Infographics: Simplify complex data or processes into easy-to-understand visuals. Use tools like Canva or Adobe Spark to create professional-looking infographics.

Craft Clear & Persuasive Copy

Your ad copy should be clear, concise, and persuasive. Highlight the benefits of your product or service and include a strong call to action (CTA). Use your keywords to increase visibility. Ensure that your message aligns with your audience’s needs and encourages them to take the next step.

  • Headline: Craft a compelling headline that grabs attention and clearly states what the ad is about.
  • Body Text: Keep it brief but informative. Focus on the benefits rather than the features.
  • CTA: Use action-oriented language that encourages immediate response, such as “Get Started Now,” “Learn More,” or “Claim Your Offer.”

Utilize A/B Testing

Experiment with different versions of your ad content to see what resonates best with your audience. Test various headlines, images, and CTAs to optimize your ads for better performance. A/B testing can provide valuable insights into what works and what doesn’t.

  • Headlines: Test different headlines to see which one gets the most clicks.
  • Images/Videos: Compare the performance of different visuals.
  • CTA Buttons: Experiment with different wording and colours for your CTA buttons to find the most effective combination.

Leverage User-Generated Content

Incorporating user-generated content, such as customer reviews and testimonials, can add authenticity to your ads. Potential customers are more likely to trust real experiences shared by other users.

  • Reviews & Testimonials: Highlight positive reviews and testimonials from satisfied customers.
  • User Photos & Videos: Encourage customers to share photos and videos of themselves using your product or service.
  • Social Media Mentions: Use positive mentions and tags from social media in your ads.

Optimize for Mobile

With the increasing use of mobile devices, ensure that your ad content is optimized for mobile viewing. Use mobile-friendly formats and make sure your landing pages are responsive and easy to navigate on all devices.

  • Mobile-Friendly Design: Ensure that images, videos, and text are easily viewable on smaller screens.
  • Loading Speed: Optimize your landing pages to load quickly on mobile devices.
  • Simple Navigation: Make it easy for mobile users to find information and take action on your landing page.

Future Paid Advertising Trends to Keep an Eye On

As digital marketing continues to evolve, several emerging trends are shaping the future of content creation:


Customized content tailored to individual preferences and behaviours is becoming increasingly important. Advances in AI and machine learning enable deeper personalization, enhancing user experience and engagement.

  • Dynamic Content: Create content that adapts to the user’s preferences in real-time.
  • Behavioural Targeting: Use behavioural data to deliver personalized ad experiences.

Interactive Content

Content that requires active participation from users, such as quizzes, polls, and interactive infographics, is gaining popularity. This type of content increases engagement and provides a more immersive experience.

  • Quizzes & Surveys: Engage users with interactive quizzes that provide personalized results.
  • Interactive Videos: Create videos that allow users to choose different paths or outcomes.

Video Dominance

Video content continues to dominate digital marketing. Live streaming, short-form videos, and video storytelling are becoming essential components of a successful content strategy.

  • Live Streaming: Use live video to connect with your audience in real-time and create a sense of urgency.
  • Short-Form Videos: Leverage platforms like TikTok and Instagram Reels to reach a younger audience.

Voice Search Optimization

With the rise of voice-activated devices, optimizing content for voice search is crucial. This involves focusing on conversational keywords and providing concise, direct answers to common questions.

  • Conversational Keywords: Optimize your content for natural language queries.
  • FAQ Pages: Create detailed FAQ pages that address common voice search queries.

Augmented Reality (AR) & Virtual Reality (VR)

AR and VR technologies are creating new opportunities for immersive content experiences, allowing brands to engage audiences in innovative ways.

  • AR Filters: Use AR filters on social media to create engaging, branded experiences.
  • VR Showcases: Create virtual reality experiences to showcase products in a unique way.

Get Started with Paid Ads

Embracing innovation and leveraging new tools and technologies will be key to maintaining a competitive edge in the world of digital marketing. In Front Marketing understands the transformative power of advertising to the right audience with the right content. Serving business owners across Canada, we specialize in digital and traditional marketing services, helping our clients stay ahead of the curve in a competitive marketplace.

To get started with content marketing services, or any digital marketing services for that matter, reach out to our team today. We’re always happy to help.



author avatar
John McColman
If you want to pick someone’s brain for anything from social media to display advertising, pick John's. Today, John’s putting businesses in front of millions of users and he can do the same for your business.
John McColman administrator

If you want to pick someone’s brain for anything from social media to display advertising, pick John's. Today, John’s putting businesses in front of millions of users and he can do the same for your business.


Digital Advertising