Practical explanation:
PPC is most commonly used on Google Search, where your ads appear at the top of results when someone searches for a relevant term. You set a budget, choose your keywords, and pay each time a potential customer clicks through to your website.
The main advantage is control — you decide how much you're willing to pay per click, who sees the ads, and when they run. Diligently runs PPC campaigns on Google and Meta for B2B clients, with tracking set up via Google Tag Manager and GA4 so clients can see exactly what each click produces.
When to use it
PPC makes sense when you need leads quickly, when you're entering a new market, or when you want to test messaging before committing to a longer-term content strategy.
What to watch out for
If your targeting is off, your landing page is weak, or your offer isn't clear, clicks add up fast without producing results. The cost is ongoing — pause the campaigns and the traffic disappears.
Related terms: Paid Traffic, ROAS, Remarketing, Retargeting