You should track PPC KPIs that tell you three things: did you get the right leads or sales, what did they cost, and what’s stopping you from getting more at the same budget.
For most Orlando and Central Florida service businesses, we start with a “scoreboard” KPI (qualified leads or booked jobs), then build a short set of supporting KPIs so you can diagnose issues fast. If you’re working with an agency or in-house team, this also keeps reporting honest because everyone is looking at outcomes, not vanity metrics. If you want help setting this up end to end, our PPC management services focus on tracking, lead quality, and profit-first optimization.
Core PPC KPIs to track (what actually drives decisions)
| KPI | What it tells you | Where to track it | Common pitfall |
|---|---|---|---|
| Primary conversions (calls, forms, bookings, purchases) | Whether ads are producing the actions that matter | Google Ads or platform dashboard + your CRM | Counting low-intent actions as wins (like page views) |
| Cost per conversion (CPA or cost per lead) | What you pay for each lead or sale | Ad platform + CRM validation | Optimizing toward cheap leads that never close |
| Conversion rate | How well clicks turn into leads or sales | Ad platform + landing page analytics | Blaming ads when the landing page is the issue |
| ROAS or revenue per spend (eCommerce) OR pipeline value per spend (lead gen) | Profitability and scalability of the campaign | Ad platform + eCommerce/CRM revenue tracking | Using revenue that is not tied back to the click |
| Qualified lead rate (MQL/SQL %) | Lead quality, not just quantity | CRM stages, call outcomes, intake notes | Not defining “qualified” consistently |
| Lead-to-customer rate (close rate) | Whether PPC is feeding real customers | CRM closed-won data | Judging performance before your sales cycle finishes |
| Click-through rate (CTR) | Ad relevance and message match | Ad platform | Chasing high CTR on broad, low-intent queries |
| Cost per click (CPC) | Traffic efficiency and auction pressure | Ad platform | Fixating on CPC instead of cost per result |
| Impression share + lost impression share (budget, rank) | How much demand you’re missing and why | Google Ads campaign metrics | Raising budgets when the real issue is Ad Rank |
| Search terms quality (wasted spend %) | Whether you’re paying for irrelevant searches | Search terms report + negative keyword list | Not reviewing search terms regularly |
If conversion tracking is shaky, none of the KPIs above are trustworthy, so we treat tracking as a non-negotiable setup step. This includes call tracking (with recorded outcomes if your industry allows it), form tracking, and offline conversion imports when you close deals later. If you need a plain-English explanation of setup and what counts as a conversion, start with what conversion tracking is and why it’s required.
Extra KPIs that matter for local lead gen in Orlando
Local PPC lives or dies on call handling and appointment flow. If you’re a dentist, attorney, HVAC, pest control, or med spa, add these to your weekly view:
- Call answer rate (missed calls kill ROI fast)
- Qualified call rate (calls that meet your service, location, and intent)
- Cost per booked appointment (better than cost per lead)
- No-show rate (especially for healthcare and consultations)
- Spam lead rate (forms, calls, chats that are junk)
When these numbers are healthy, scaling becomes simple. When they’re not, raising budget usually just buys more problems. If your landing page is part of the bottleneck, our web design and landing page work is built around turning paid clicks into calls and bookings.
How often should you check PPC KPIs?
We like a simple rhythm: daily checks for spend pacing and conversion drops, weekly checks for search terms, CPA/CPL, and conversion rate trends, and a monthly check that ties PPC leads to closed revenue or booked jobs. That monthly step is where most businesses in Orlando find the real story, because it separates “busy” from “profitable.”
If you want a quick north star: pick one primary KPI (booked jobs, qualified leads, or purchases), then tie every other KPI back to improving that outcome. If you’re unsure what “good” looks like for your market and offer, this breakdown helps: what is a good cost per lead.
