DOES PAY PER CLICK REALLY WORK?
At Lillian Purge, we specialise in Local SEO Services and have written Does Pay Per Click Really Work? to address common concerns and show you when PPC delivers results and when it doesn't.
Pay Per Click, or PPC, is a form of online advertising where you pay a fee each time someone clicks on your ad. Instead of earning visits organically through SEO, PPC allows you to buy them instantly. The most common platform is Google Ads, but PPC also includes Meta Ads, LinkedIn Ads, Microsoft Advertising, and other networks.
Each ad appears in front of users who are actively searching for specific terms or who fit certain audience criteria. This means you’re paying for targeted exposure rather than random impressions, which makes PPC one of the most measurable and controllable marketing channels available.
How PPC Works
The basic mechanics of PPC revolve around auctions and bidding. Advertisers bid on specific keywords or audience segments. When a user searches for one of those keywords, the advertising platform runs an auction to decide whose ad appears and where it’s placed.
Your ad’s visibility depends on a combination of factors:
Bid amount: How much you’re willing to pay per click.
Quality score: A measure of ad relevance, click-through rate, and landing page experience.
Ad rank: The product of your bid and quality score, determining your position on the results page.
When someone clicks your ad, you pay only for that click. If no one clicks, you don’t pay, even though the ad may still have built brand awareness through visibility.
The Benefits of PPC Advertising
When managed correctly, PPC can deliver immediate results and measurable ROI.
1. Instant visibility
Unlike SEO, which can take months to build traction, PPC campaigns can start driving traffic the same day they go live.
2. Targeted reach
You can define who sees your ads based on location, keywords, age, gender, interests, or even behaviours. This precision ensures your budget focuses on the right audience.
3. Flexible budgets
PPC works for businesses of all sizes. You can start with as little as £10 a day and scale up as you see results.
4. Measurable performance
Every click, impression, and conversion can be tracked, giving you clear insights into what’s working and what needs improving.
5. Complements SEO
PPC and SEO often work best together. Paid ads bring immediate visibility, while SEO builds long-term organic traffic.
The Challenges and Costs of PPC
While PPC can be highly effective, it’s not a guaranteed success without proper management.
1. Cost competition
In competitive industries such as finance, law, and home services, cost per click can exceed £10 or even £50 for high-value keywords. Without careful targeting, budgets can disappear quickly.
2. Learning curve
PPC platforms are complex, with constant algorithm updates and new features. Inexperienced users often waste money on poorly targeted or unoptimised campaigns.
3. Short-term focus
Traffic stops as soon as you pause or end your campaign. Without an accompanying SEO or content strategy, you’ll lose momentum.
4. Ad fatigue
If you show the same ad too often, performance drops as audiences become less responsive. Regular refreshes and testing are essential.
When PPC Really Works
PPC delivers strong results when it’s aligned with your business goals, keywords, and customer intent. It’s particularly effective when used in these situations:
Product launches or promotions
When you need fast visibility for a new product or offer, PPC can generate traffic and sales almost immediately.
Seasonal campaigns
If your business experiences seasonal peaks, PPC helps capture high-intent searches at the right time.
Local advertising
Geo-targeting options allow local businesses to show ads only to nearby users, perfect for driving foot traffic or local service enquiries.
Ecommerce growth
PPC platforms like Google Shopping and Meta Ads showcase products directly to users actively looking to buy, increasing conversion opportunities.
Remarketing
You can target people who previously visited your website but didn’t convert. Remarketing ads keep your brand visible until they’re ready to act.
How to Maximise ROI from PPC
Getting the best results from PPC depends on data, strategy, and ongoing optimisation.
Keyword research
Identify keywords that reflect buyer intent rather than general curiosity. For example, “emergency plumber Bedford” is more valuable than “how to fix a leaking tap.”
Ad relevance
Ensure your ad text closely matches your keyword and offer. Google rewards relevance with higher quality scores and lower cost per click.
Landing page optimisation
Send users to a page that matches the ad promise. Include a strong headline, trust signals, and a clear call to action. A poorly designed landing page can ruin an otherwise great campaign.
A/B testing
Test variations of headlines, visuals, and CTAs to find what resonates best with your audience.
Budget management
Monitor campaigns daily, adjusting bids or pausing underperforming ads. Reinvest your budget into what delivers conversions, not just clicks.
Conversion tracking
Install conversion tags or pixels to measure performance accurately. This helps attribute sales, calls, or sign-ups directly to specific ads or keywords.
Measuring Success in PPC
To determine whether PPC is working, monitor metrics that go beyond clicks. Focus on:
Conversion rate: The percentage of users who take action after clicking your ad.
Cost per conversion: How much you spend for each sale or enquiry.
Click-through rate (CTR): Indicates ad relevance and engagement.
Return on ad spend (ROAS): The revenue generated for every £1 spent on ads.
Success varies by industry and objective, but campaigns that combine strong targeting, persuasive messaging, and optimised landing pages generally perform best.
Common Misconceptions About PPC
“PPC is too expensive.”
While costs can add up, PPC is scalable. You can start small and adjust based on performance. The key is focusing on profitable keywords and optimising continuously.
“It only works for big brands.”
Small and medium businesses often perform better because they can focus on niche or local targeting that large brands overlook.
“Once set up, PPC runs itself.”
Effective campaigns require constant monitoring, testing, and refining to stay profitable.
Combining PPC with SEO for Better Results
The most successful digital strategies use PPC and SEO together. PPC delivers instant traffic and testing opportunities, while SEO builds authority and long-term visibility.
Data from PPC campaigns can also guide your SEO efforts by revealing which keywords and ad messages convert best. This integration helps you create a balanced approach that maximises both short- and long-term returns.
Final Thoughts
So, does Pay Per Click really work? Yes but only when it’s managed strategically. PPC is a powerful, data-driven advertising channel capable of driving traffic, leads, and sales quickly. However, its success depends on targeting the right audience, writing persuasive ads, and sending users to well-optimised landing pages.
When combined with a solid SEO and content strategy, PPC can become a cornerstone of your digital marketing efforts, delivering both immediate results and valuable insights for long-term growth.
We have also written in depth articles on How Does Pay Per Click Advertising Work? and What is Pay Per Click Advertising? as well as our Pay Per Click Advertising Hub to give you further guidance.