What is PPC (pay-per-click)?
A plain-English definition of pay-per-click advertising, how it works, and where it runs.
How PPC works
You create ads and choose the keywords or audiences you want to target. When someone searches or fits your audience, an instant auction decides which ads show and in what order, based on your bid and your ad’s relevance and quality. You’re charged only when someone clicks. That click sends them to your website or landing page, where the goal is to turn the visit into a lead or sale.
Where PPC runs
The most common PPC platforms are Google Ads (Search, Shopping, Display, and YouTube), Microsoft (Bing) Ads, and Meta Ads on Facebook and Instagram. Search ads capture people actively looking for what you sell; social ads create demand by reaching the right audiences as they browse.
What does PPC cost?
You control the budget — you set a daily or monthly cap and a maximum you’ll pay per click. What you actually pay per click depends on competition for your keywords. To estimate the leads and return a budget could produce, try our PPC ROI & ROAS calculator.
Related questions
What does PPC stand for?
PPC stands for pay-per-click — a model where advertisers pay each time someone clicks their ad.
Is PPC the same as Google Ads?
Google Ads is the largest PPC platform, but PPC also includes Microsoft (Bing) Ads and Meta (Facebook/Instagram) Ads.
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