Pay Per Click Advertising: The Complete Guide
Everything worth knowing about paid advertising in one place. What PPC is, what Google Ads cost, the platforms and ad types, whether it is worth it for your business and how to measure what it brings back. Start at the top or jump to what you need.
The four to
read first
If you only read a handful, make it these. They cover what PPC is, what it costs, whether it pays off and how it stacks up against SEO.
Start with the
foundations
New to paid advertising? Read these first. They explain what PPC is, how Google Ads works and the two things underneath every campaign: keywords and the landing page they point at.
What Is Pay Per Click Advertising?
What PPC means and how it works, the plain starting point for everything else.
Read the guide →What Is Google Ads and How Does It Work?
The biggest PPC platform explained, with how the auction behind your ads runs.
Read the guide →How Does PPC Keyword Research Work?
How to find the searches worth paying for, so budget lands in front of buyers.
Read the guide →What Is a PPC Landing Page and Why Does It Matter?
Why the page your ad points at decides whether the click ever becomes a sale.
Read the guide →Beyond the
search ad
PPC is more than Google search. These cover the other platforms and ad types, showing how each one reaches customers at a different point.
What Is Microsoft Ads and Is It Worth Using?
The cheaper, quieter alternative to Google Ads, plus when it is worth running.
Read the guide →What Is Remarketing in PPC?
How to win back the people who visited, nearly bought, then left without buying.
Read the guide →What Is Display Advertising in PPC?
The visual ads that follow people across the web, plus where they earn their place.
Read the guide →Paid Social vs PPC
How paid social differs from search PPC, with when to use one over the other.
Read the guide →What you pay,
and why
PPC cost is not one number. These cover what Google Ads cost, how each click is priced and how Quality Score quietly decides whether you pay more or less than your rivals.
How Much Do Google Ads Cost?
What Google Ads really cost, how to set a realistic budget and how much to spend.
Read the guide →What Is Cost Per Click and How Is It Calculated?
Where the price of a single click actually comes from, in plain terms.
Read the guide →What Is Quality Score in Google Ads?
The score that lets you pay less per click and show higher for the same money.
Read the guide →Will it pay
off?
Before you spend, know what to expect. These cover whether PPC is worth it for a small business, how long results take and how to measure whether it is working.
Is PPC Worth It for Small Businesses?
Whether paid advertising pays off at a small scale, plus the cases where it does not.
Read the guide →How Long Does PPC Take to Deliver Results?
Realistic timelines, plus the return you can reasonably expect over them.
Read the guide →How to Measure PPC Performance
The numbers that actually matter, plus how A/B testing sharpens them over time.
Read the guide →Paid and organic,
together
Paid and organic search are stronger together. These cover how PPC differs from SEO and how it supports the local SEO that is a core part of what we do.
Avoid the
costly mistakes
PPC is easy to waste money on. These cover the mistakes small businesses make most, plus the questions to ask before you hand your budget to anyone.
Read up, then
let us run it.
When you know the lie of the land, we will build and run the campaigns for you, on a flat fee so your budget grows your business, not our invoice. Start with a free audit and we will show you exactly where the wasted spend is.
