Definition

PPC (Pay-Per-Click Advertising)

PPC, or pay-per-click, is a form of online advertising where you pay each time someone clicks your ad, most commonly on Google, Bing and social media platforms.

On Google Ads, advertisers bid on keywords, and Google runs an auction each time someone searches. The position and price of your ad depend on your bid, the quality and relevance of your ad and landing page, and the context of the search.

PPC can produce enquiries within days, unlike SEO, which builds over months. The trade-off is that traffic stops when spending stops, so PPC works best with clear tracking that shows which keywords and ads produce leads and sales, not just clicks.

PPC in practice

A law firm bids on searches like "immigration lawyer London". It pays only when someone clicks, sends visitors to a focused landing page with a short form, and tracks calls and form fills, so it can see that one group of keywords produces most of its consultations and move budget there.

Common questions about PPC

Is PPC the same as Google Ads?

Google Ads is the biggest PPC platform, but PPC also includes Microsoft Ads and many social media ads that charge per click.

How much should I spend on PPC?

Start with a budget that can buy enough clicks to learn from, usually enough for several leads a week at your expected cost per lead, then scale what works.

Is PPC better than SEO?

They do different jobs. PPC brings quick, controllable traffic you pay for; SEO builds traffic that keeps coming without paying per click. Most growing businesses use both.