Paid Search

PPC (Pay-Per-Click)

Pay-per-click is an advertising model where advertisers pay a fee each time their ad is clicked, most commonly on search engines like Google.

It buys immediate visibility at the top of results, in contrast to the slower build of SEO. For example, a Google Ads campaign can place your offer above organic listings the day it launches. Success depends on relevance, bids, and landing page quality, not just budget.

Account structure decisions have shifted as automation absorbed more of the work. Tight single-keyword ad groups mattered when match types were literal, and matter far less now that broad match with smart bidding is often the better performer. What has become more important is conversion data quality, because automated bidding is only as good as the signal it optimises toward. An account feeding the system form views instead of qualified enquiries will optimise confidently in the wrong direction. Fix measurement before restructuring campaigns, since the second cannot compensate for the first.