What is PPC?
Pay-per-click advertising: ads you pay for only when someone clicks them, on Google, Microsoft, Meta, LinkedIn, TikTok and YouTube. Fast to switch on, and only worth it when every click is measured back to an enquiry or a sale.
With pay-per-click advertising you set a budget, choose who sees your ads, and pay each time someone clicks through to your site. Nothing is charged for the ad simply being shown. The price of each click is set by an auction against every other business bidding for the same people.
Its great strength is speed. SEO takes months to build; a well-set-up Google Ads campaign can bring enquiries the day it goes live, which also makes it a quick way to find out which searches actually turn into customers.
Its weakness is that it stops the moment you stop paying, and it is very easy to spend money badly. Clicks from the wrong searches, ads sending people to the homepage rather than a proper landing page, and nothing tracked beyond the click. The only honest measure of PPC is what it costs to win a customer, which means tracking every click through to an enquiry or a sale. We break down the numbers in how much Google Ads costs in Ireland.
Paid media measured on what it returns, not what it spends.
Google, Meta, LinkedIn and TikTok campaigns built on search terms, creative testing and conversion tracking, not impressions.