When working with a Pay Per Click (PPC) company, some common mistakes to avoid include targeting broad or irrelevant keywords, neglecting negative keywords, not optimizing landing pages, and failing to monitor campaign performance regularly. It's also crucial to ensure your ad copy aligns with your target audience’s intent. For example, if you're advertising student accommodation in Dundee, your PPC campaign should focus on precise terms like “affordable student housing in Dundee” or “best student accommodation near University of Dundee” to attract the right traffic and improve ROI.