Pay Per Click (PPC)
Pay Per Click is an advertising model where you only pay when someone clicks your ad. Google Ads, Microsoft Ads, and most ad placements on Meta operate this way. PPC is dominant because it ties cost directly to attention rather than guessing at exposure.
Where PPC fits
PPC is the right tool when intent is high and you want immediate visibility. Someone searching emergency plumber Phoenix is in market today. PPC lets you appear in front of them within hours of campaign launch.
It is not the right tool for awareness-building from cold audiences. For that, impression-based or video buying usually wins. Mixing PPC for intent capture and Meta for top-funnel awareness is the standard pairing for service businesses.
How PPC differs from other pricing models
Pay-per-impression bills you for each thousand views regardless of clicks. Pay-per-lead bills you only when a person submits an inquiry. Cost-per-acquisition bills you only when a sale closes. Each model shifts risk between advertiser and platform.
PPC is the middle ground. You pay for engagement but not for outcomes. That means PPC rewards advertisers who can convert clicks well and punishes ones who cannot.
Ready to talk?
We will tell you whether your current channels match your real customer intent and where PPC should fit in the mix. Free 30-minute call, no pitch.
Book a Free Strategy Call