Pay-Per-Click (PPC) is an online advertising model in which you pay a fee each time someone clicks your ad, rather than for the ad being shown.
In Pay-Per-Click advertising — on Google, Meta, LinkedIn and others — you bid to show ads and are charged only when someone clicks. It buys attention instantly, which makes it the fastest way to test demand and capture people already searching for what you sell.
PPC captures existing intent fast but stops the moment you stop paying — the opposite of SEO. Most strong programmes use both. Key metrics are CTR, CPL and ROAS. See our Google Ads service.
Google Ads is the best-known PPC platform, but PPC is the broader model used across Google, Meta, LinkedIn and others. Google Ads is one way to run PPC.
They are complementary. PPC delivers traffic immediately but stops when you stop paying; SEO builds slowly but compounds. Most effective strategies run both.
You pay per click, with the price set by a real-time auction based on your bid, competition and ad quality. Better-quality ads and landing pages can lower your cost per click.
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