What is PPC?

PPC (Pay-Per-Click) is a model of online advertising where you pay only when someone clicks your ad, rather than for how many people see it. Google Ads is the largest PPC platform, but the model also covers Microsoft Ads and most paid social. Because you bid against other advertisers for each keyword, costs rise with competition and intent — a click for "emergency plumber" costs far more than one for "plumbing tips." PPC's advantage is speed and control: campaigns can generate qualified leads within days, and you can turn spend up or down instantly.