Scaling Success: Strategies for Expanding Value in PPC with Michelle Kop

Counsel Cast

In this episode, Michelle Kop, founder of Level28 Media, discusses strategies for successfully scaling pay per click (PPC) advertising. She explains the differences between SEO and PPC, shares tips for creating effective ad copy, and emphasizes the importance of operational readiness to maximize the ROI of PPC campaigns.

Michelle Kop is a marketing consultant and award winning pay-per-click marketing strategist. She has over 8 years of professional paid advertising experience in Google and Microsoft Ads, with a specialization in lead generation for B2B and B2C companies. After working in corporate marketing with Fortune Global 500 Brands like Toyota and BP, Michelle founded Level 28 Media, a lead generation agency for small to medium businesses.

Michelle gives listeners actionable tips on:

• [0:00] Intro
• [1:40] Difference between SEO and PPC
• [4:05] How PPC differs from other marketing
• [9:35] Dow do you figure out a budget for PPC
• [13:20] What are local service ads, how they work, and how she's seen success
• [17:40] Misconceptions around pay per click
• [21:20] Tips if you’re looking to implement PPC
• [25:20] Michelle’s book review
• [28:20] One big tip from this episode

Resources mentioned in this episode:

• Atomic Habits by James Clear

Connect with Michelle here:

• https://www.linkedin.com/in/michellekop/
• https://level28media.com/

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• https://conroycreativecounsel.com