What is PPC (Pay per click)?
PPC stands for Pay per click and describes an advertising model where you pay every time someone clicks on your ad. The model is used especially in search engines such as Google and on social media, where you compete for visibility through a bidding system. In other words, you don't buy exposure, you buy actions, and that creates a direct link between investment and results.
The price of a click depends on several factors. Your bid on a keyword plays a role, but so does the quality of the ad. Factors such as relevance, click-through rate (CTR) and the landing page experience affect how high you are placed and how much you end up paying. That makes PPC more than just a financial calculation — it requires insight into SEO, conversion optimisation and user behaviour.
How do you use PPC?
You use PPC to target ads at people who are already showing interest in products or services like yours. When you work with Google Ads, you choose keywords that match the intent the user has when they search. A relevant ad with a clear call to action leads straight to a page where the user can take the desired action. That could be a purchase, a sign-up or a phone call.
You can also use PPC on social media. Here, it is more about reaching target audiences based on behaviour and interests. Campaigns on platforms such as Facebook and Instagram let you test different messages and formats in real time. That gives you a flexible approach to digital marketing, where you can quickly scale what works.
Why you should use PPC
PPC gives you precise control over when and how you spend your advertising budget. You only pay for clicks, which means you never spend money on impressions that nobody responds to. That makes it both measurable and effective, especially when you combine it with data from Google Analytics or your CRM system. You can see which keywords drive sales and optimise for a higher ROI.
In other words, you can use PPC as a supplement to SEO and content marketing. While organic channels take time to build, PPC can give you immediate visibility. Many companies also use it strategically in periods of high competition, for example during campaigns or seasonal fluctuations, when it is important to dominate the search results.
What types and variants are there?
PPC covers several advertising systems, depending on where and how you want to reach your target audience. The most common types are:
- Search PPC: Ads in search results on search engines such as Google. This is the classic form and focuses on search intent.
- Display PPC: Visual ads on websites, typically via the Google Display Network. They are often used to build brand awareness or re-engage past visitors.
- Social Media PPC: Ads on social media such as Facebook, Instagram or LinkedIn. Here, the user's interests and behaviour drive the targeting.
- Alternatives such as CPM: Some choose to pay per thousand impressions (cost per mille), especially when the goal is exposure rather than clicks.
Although all types are built on a similar auction model, each requires a different approach to messaging and design. An image on social media needs to catch the eye, while the text in search ads needs to match specific keywords.
How do you use PPC in practice?
The first step is to define the goal of the campaign. Do you want to drive sales, collect leads or increase traffic to a landing page? Based on that goal, you choose keywords, bidding strategy and ad format. In Google Ads, you start by bidding on relevant keywords. The system assesses your bid together with the quality of the ad and the landing page via a Quality Score. The better the relevance, the lower the cost per click.
You can structure the campaign in ad groups, so it is easier to test and optimise different messages. With tracking and conversion tracking, you can see exactly which keywords and ads deliver the most value. At the same time, you can reuse the insights in your SEO work, because you get concrete data on what your target audience searches for and responds to.
A simple example of PPC in practice:
What should you keep in mind?
PPC requires ongoing adjustment, because prices, competition and search behaviour are always changing. So you shouldn't see it as a campaign you can set up and leave running. Monitor CTR, CPC and conversion rate, and adjust your bids and ads continuously. Small changes to the ad or the landing page can often make a significant difference to the results.
It also pays to integrate your PPC work with the rest of your digital strategy. When you work with branding and digital design, for example, you can create visual consistency across campaigns and channels. Likewise, content from your content marketing can improve the quality of your landing pages and, in turn, your ad results. In other words, effective PPC goes hand in hand with a holistic view of digital marketing.
