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Pay-per-click (PPC) marketing is a form of digital marketing that is about getting your company/ad in front of a customer who has turned to Google or another search engine to try & receive an answer about anything. Whether they’re looking for a quote on a kitchen remodel or to buy a new laptop, ads can be targeted to their search queries to get your product or service in front of a searcher at the right time.

All of the answers to some of the most popular PPC questions can be found right here – so you don’t need to go digging across the web for hours upon hours!

Without further ado, let’s dive into our PPC FAQ page that will help answer all of your questions!

What is PPC marketing?

Starting off, pay-per-click marketing, or PPC, is a form of digital marketing that instead of paying for the advertising and then getting traffic to your website, you only pay when someone clicks on the ad. This model is mostly seen in search engine marketing like Google and Bing, but has been adapted by some social media platforms as well. Instead of traditional advertising, pay-per-click gets your advertisement in front of people who are interested in what you have to offer.

How much does PPC cost?

The cost of PPC varies, depending on a lot of different factors, such as the keywords that are being targeted, what networks you’re utilizing, time of day, amount of competitors who are also targeting the same keywords, the max cost per click (CPC) you’re looking to spend, and many others. One thing that is certain though, with PPC advertising, you don’t pay unless someone clicks on your ad and goes to your website.

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How much should be spent on PPC?

While pay-per-click advertising is great at short-term growth, and can net serious results when done correctly with as little as $100/month for a small business with a small service area. The sky’s the limit when it comes to ad spend budget, and with higher spend comes a higher amount of traffic and leads. The cost per click depends on a wide variety of factors, and companies advertising in a competitive market will end up paying more per interaction with an ad, but regardless of what you’re comfortable spending, we can find something that helps to generate valuable interactions with your company for your price!

What is an “ad network?”

An ad network is a collection of channels that your advertisements can show up on. For example, the most common ad networks used in PPC are Google’s Search & Display networks, with the search network being paid placements at the top of a search engine results page or a Google search. The Display network is a little bit different, as it utilizes “partner networks” which are places ads through Google AdWords can show as well – this network is everywhere from mobile app ads to banner ads on the side of a webpage.

Who should advertise with PPC marketing?

Anyone can use pay-per-click marketing, but businesses that have high margins do especially well on Google Ads. A lot of businesses in the service sector see success in advertising with Google, as they can generate traffic for say $5 per click, and convert them into thousand dollar projects. Searching for topics related to your industry can allow you to see if your competitors are advertising, and see if it’s right for you. Even if there are no results, this could be a great opportunity to get your business in front of people who are interested in the services you provide!

How effective are PPC ads?

The myth that “no one clicks on ads” is not true at all – in fact, on Google Ads, the average clickthrough rate (CTR) for companies in the construction sector is about 2.2% according to Meaning that, on average, 2.2% of people who see an ad, regardless of where it’s at on Google’s search network, will click on it. This number can be increased based on how relevant your ad is to what you’re targeting, your ad text, and a multitude of other factors.

Overall, based on a sample from all advertisers using Google Ads, for every $1 spent in advertising, you see a $2 return – according to the 2018 Google Economic Impact Report, and $8 for every $1 spent on search network advertisements. Ads are an effective way to generate leads from customers in your area who are looking for a reliable company to do business with and turn to Google to see who can help them.

How does Google Ads work?

Google Ad (previously AdWords) works based on an auction based system, where advertisers bid on keywords and set the max they’re willing to spend on any given click. While in a traditional auction, the highest bidder wins, that’s not always the case with Google Ads. While the amount you’re willing to spend makes a huge impact, it also comes down to how relevant your ad is, your landing page experience, and your success in previous auctions/bids. 

How time intensive is Google Ads?

While you can certainly set up a Google Ads account and let it run unsupervised, this is not advisable. To get started with Google Ads, a basic campaign can be set up in a matter of an hour or two, but it’s good to check it regularly and make optimizations as the account begins to gather more data. Google provides a wealth of information on your ads account and being able to use the data to make informed decisions about your account is key to succeeding in digital marketing.

Daily & weekly check-ins are important, especially with a new account, to make sure the account isn’t over-spending, or wasting money. As the account matures, it’s still good to check-in regularly, but constant nurturing isn’t as necessary as when in the early stages.

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How is success defined in Google Ads?

For Google Ads and other forms of PPC marketing, return on investment (ROI) is key – being able to track a customer who interacted with an ad and it resulted in a purchase or project is huge. In regards to success in the Google Ads platform alone, clicks & conversions are the two main metrics to measure success. Clicks are anyone interacting with your ads, and they go to your website. Conversions are even more meaningful, as they are an action that a customer takes after interacting with an ad of yours – whether it’s a phone call or a form fill-out for a consultation, it’s a valuable interaction with your business that really matters.

Depending on your business size, the number of leads for “success” can vary drastically, but at the end of the day, all advertisers and companies on PPC platforms across the world are looking for one thing: conversions. While there are other strategies in Google Ads, such as brand awareness, where the goal could be having people click on your ads and learn about you, people being familiar with your company doesn’t pay the bills. A successful account drives clicks and conversions at a constant pace and generates valuable purchases and projects for you and your business.

What components make up a PPC ad?

While there are different networks that PPC can show across, the search network, display network, YouTube/video, and others outside of Google’s networks, every pay-per-click ad has similar components. 

  • Headlines are generally the first thing that a customer searching will see, and is a short snippet used to pull in a person’s interest. 
  • Descriptions provide a bit more information for customers who are interested in your advertisement. Generally every ad format has at least one of these, sometimes two.
  • Destination/Final URLs are where people interested in your ad will be taken to when they click on your ad – a landing page.
  • Display URLs are not on every ad, but are a way to give a customer an idea of where they’ll be going when they click on your ad, or a way to give more information. For example, your final URL may be “” but the display URL could be “” The customizable fields behind the URL are called “paths”
  • Images or assets, are pictures, or sometimes videos, that come along with the ad, depending on the networks you’re using to advertise on. New Google features include basic animations on display network ads and can serve to add an extra degree of professionalism to the ad.

Ads can have a lot of different components, but regardless of how it’s presented, having strong ad copy at the forefront of your ad is the best way to get a potential customer to click on your ad and learn more.

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Why choose PPC marketing?

First off, you can work with almost any budget with PPC marketing – If you’re new to online advertising and want a way to “get your feet wet,” Google Ads is perfect, because even with a tiny budget, you can start to gather leads. PPC is also extremely scalable, flexible, you can integrate it with traditional marketing methods, and most importantly; it works!

Don’t know where to start? Send us a message, and we’d be happy to meet with you and see if our pay-per-click services are right for you!


Pay-per-click advertising is a great tool for advertisers across nearly every industry because it can get to your customers at every stage of the sales funnel. Whether you’re looking for brand awareness or to capture people ready to decide on a company to do business with, Google Ads is the go-to platform for PPC advertising. Having an understanding of how Google Ads can drive leads for you and your business is critical in building your digital marketing portfolio & your small business.
Have more questions about how you can make Google Ads work for you and your business? Don’t know where to start? Send us a message or give us a call at (484)-237-1944 and we’d be happy to talk with you more about pay-per-click advertising!