Pay-Per-Click (PPC)
An online advertising model where advertisers pay each time a user clicks on their ad.
Definition
Pay-Per-Click (PPC) is a digital advertising model where advertisers pay a fee each time their ad is clicked. It's essentially a way of buying visits to your site rather than earning them organically. Google Ads is the most popular PPC platform, but PPC also includes social media advertising, display ads, and remarketing campaigns.
Why It Matters
PPC advertising provides immediate visibility and measurable results in a way organic marketing cannot match. When you need leads or sales quickly—for a product launch, seasonal promotion, or new market entry—PPC delivers traffic within hours of campaign launch.
The precision targeting available in PPC platforms allows businesses to reach exactly their ideal customers at the moment of intent. Combined with detailed analytics, this creates a laboratory for testing messages, offers, and audiences that informs broader marketing strategy.
Examples in Practice
A new e-commerce brand uses Google Shopping ads to generate $50,000 in first-month sales while building organic presence.
A law firm targets "personal injury lawyer near me" searches, generating qualified consultations at $150 per lead.
A SaaS company runs LinkedIn ads to decision-makers at target accounts, accelerating their ABM strategy with 3x higher conversion rates than cold outreach.