What is PPC?

PPC, or pay-per-click advertising, is a digital marketing model where advertisers pay a fee each time one of their ads is clicked. It’s a way of buying visits to your site rather than earning them organically through SEO. Advertisers bid on keywords that are relevant to their business, and when users search those keywords, ads may appear at the top or bottom of search engine results pages or on other platforms like social media or websites. The amount paid per click can vary based on competition, ad quality, and platform algorithms. PPC campaigns are commonly run through platforms like Google Ads or Facebook Ads, and they offer measurable metrics such as CTR, conversions, and return on ad spend (ROAS).

PPC is like putting up a digital billboard—but you only pay when someone actually looks at it closely enough to click on it. You choose the words or phrases people might type into Google (or see in their Facebook feed) when they’re looking for your kind of product or service. If your ad catches their eye and they click, you get charged a small fee. The goal is to get high-quality traffic to your website—ideally people who are ready to call, buy, or learn more. You’re not just tossing money into the internet ether; you can track how your ads perform, adjust them, and see exactly what you’re getting out of your budget.

It depends on your goals and your stage of growth. If you’re looking for fast visibility—maybe you’re launching a new product, trying to grow in a competitive market, or need to bring in leads right away—PPC can be a powerful tool. It’s one of the few marketing methods where you can start seeing results almost immediately. That said, it requires careful planning, constant tuning, and a solid landing page to work well. For small businesses with limited budgets, PPC can get expensive if it’s not managed properly. It’s not the only way to market your business, but when used strategically (and often in combination with organic efforts like SEO or email marketing), PPC can be an engine for growth and lead generation.

• PPC is just about getting clicks. Not quite—clicks are just the start. What matters is what those clicks lead to. If people visit your site but don’t take action, your money isn’t being well spent.

• I can just set up a campaign once and forget about it. PPC requires ongoing attention—adjusting bids, A/B testing, refining keywords, and testing landing pages. “Set it and forget it” often leads to wasted budget.

• PPC is only for big companies with big budgets. While larger companies may dominate some competitive keywords, small businesses can find success by targeting niche audiences, using geo-targeting, and focusing on high-intent keywords. With smart strategy, even small budgets can make a big impact.