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

Michelle Kop

Founder of Level 28 Media

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.

Connect with Michelle:

You can get leads off of Instagram, Facebook, or LinkedIn, it's just a matter of finding that right mix.

Michelle Kop

Episode 113

Show Notes

Brief summary of show:

How do you make Pay Per Click (PPC) work for your firm?


What’s the difference between PPC, SEO and Local Ads? Can they work cohesively together or should they be used independently?


Joining me for this conversation is Ameet Khabra.


As a veteran PPC advertising specialist, Ameet has helped her clients achieve as high as a 500% increased ROI from their digital advertising campaigns. 


Her work has included managing over $4 million in ad spend for a single client, as well as providing meaningful and measurable results for startups and small businesses. Her agency (Hop Skip Media) has carved out a position as a highly-effective PPC campaign management solution provider. They take accounts from zero to hero, working from scratch as well as taking over from other firms to get results for their clients. 

Michelle gives listeners actionable tips on:

[1:25] The difference between Pay Per Click (PPC) and SEO

• [5:40] The difference between Local Service Ads and PPC

• [9:30] How PPC ads works 

• [15:30] What to pay attention to in ad reports 

• [17:10] Combination of ads and how they work together 

• [21:50] How to figure out ad budgets and what to spend

• [28:55] Three types of calls to action 

• [34:30] Ameet’s book review

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Michelle Kop's Book

From the publisher:

No matter your goals, Atomic Habits offers a proven framework for improving–every day. James Clear, one of the world’s leading experts on habit formation, reveals practical strategies that will teach you exactly how to form good habits, break bad ones, and master the tiny behaviors that lead to remarkable results.


If you’re having trouble changing your habits, the problem isn’t you. The problem is your system. Bad habits repeat themselves again and again not because you don’t want to change, but because you have the wrong system for change. You do not rise to the level of your goals. You fall to the level of your systems. Here, you’ll get a proven system that can take you to new heights.


Clear is known for his ability to distill complex topics into simple behaviors that can be easily applied to daily life and work. Here, he draws on the most proven ideas from biology, psychology, and neuroscience to create an easy-to-understand guide for making good habits inevitable and bad habits impossible. Along the way, readers will be inspired and entertained with true stories from Olympic gold medalists, award-winning artists, business leaders, life-saving physicians, and star comedians who have used the science of small habits to master their craft and vault to the top of their field.


Learn how to:

  • make time for new habits (even when life gets crazy);
  • overcome a lack of motivation and willpower;
  • design your environment to make success easier;
  • get back on track when you fall off course;

…and much more.


Atomic Habits will reshape the way you think about progress and success, and give you the tools and strategies you need to transform your habits–whether you are a team looking to win a championship, an organization hoping to redefine an industry, or simply an individual who wishes to quit smoking, lose weight, reduce stress, or achieve any other goal.


Atomic Habits by James Clear