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PPC (pay-per-click) advertising is a paid online strategy that allows businesses to place ads across the web. These ads can appear in search results, on websites, and even on social media platforms. Unlike traditional advertising, where you pay upfront, PPC operates on a different model—you pay only when someone clicks on your ad.
A PPC ad network is a platform that delivers your ads to users. Examples include Google Ads (formerly Google AdWords), Facebook, and Microsoft Advertising. Each network connects you with different audiences and offers unique targeting options. For instance, Google Ads allows you to reach users through search results, while Facebook provides access to its massive user base.
Ad spend (or advertising spend) refers to your budget for ad networks. It’s the amount you’re willing to spend, whether monthly or annually. For instance, if your monthly ad spend is $5000, you allocate portions to different networks (e.g., Facebook, Google Ads, Instagram, Microsoft Advertising). Advertisers have full control over their PPC ad spend
Well-executed PPC ads can be highly effective. When potential customers click on ads in search results, they are almost twice as likely to purchase the product or service compared to organic visitors. This effectiveness stems from ads reaching consumers who are actively looking to buy
Combining PPC and organic search efforts can yield powerful results. While PPC provides immediate visibility and targeted traffic, organic search builds long-term authority and credibility. Together, they enhance brand visibility, increase website traffic, and maximize overall online presence