What is PPC? And How Can It Help Grow Your Business?

When new clients come to us at CitCom and mention PPC (that’s Pay-Per-Click), they’re usually thinking about those little “Ad” results at the top of a Google search. And they’re not wrong – that’s a big part of it. But PPC is actually much broader than just Google search ads.

At its core, PPC means you only pay when someone clicks on your ad. It’s a quick and cost-effective way to drive people to your website, and unlike SEO, which can take months to show results, PPC can get you in front of potential customers almost immediately.

So, What Can You Use PPC For?

No matter your business goals, there’s probably a PPC campaign type to help you achieve them. Whether you’re trying to:

• Boost brand awareness
• Drive traffic to your website
• Generate leads
• Increase eCommerce sales
• Promote an app
• Encourage local store visits
• Reconnect with previous site visitors
  

…there’s a PPC solution that fits.

The PPC Giant: Google Ads

Google Ads is still the biggest player in the PPC space – and for good reason. It allows businesses to show ads not just on Google’s search results pages, but also on YouTube, Gmail, Google Maps, and millions of other websites.

Here’s a quick overview of the main types of Google Ads:

Paid Search Advertising

These are the text ads that appear when someone searches for something on Google. You bid on keywords related to your business, and Google decides who gets the top spot using a mix of your bid and your ad quality (called Ad Rank).

Display Advertising

Instead of search results, these ads show up as banners or visuals on websites within Google’s Display Network. They’re great for building brand awareness and targeting specific audiences based on things like interests, browsing habits, or location.

The targeting for display campaigns can be really specific, however, unlike with paid search, the user is not generally visiting the website where the advert is shown looking to buy something. For this reason, display adverts tend to have a far lower click-through rate than paid search ads.

Shopping Ads

Perfect for online retailers, Shopping campaigns show your products – with an image, price, and shop name – right on Google. They’re a great way to grab attention and drive high-intent traffic.

YouTube Ads

YouTube isn’t just for watching videos – it’s also a goldmine for advertisers. Video ads can appear before or during content, offering an engaging way to tell your brand story and connect with viewers.

Performance Max Campaigns

Google’s newer “Performance Max” campaigns use AI to show your ads across all of its platforms – Search, YouTube, Display, Gmail, Discover, and Maps – from just one campaign. It automatically optimises your ads, bids, and audience targeting to get the best possible results.

AI in PPC: Smarter Advertising

AI is now baked into most PPC platforms – especially Google Ads – and it’s changing the game for advertisers. Here’s how it helps:

• Smart Bidding: AI adjusts your bids in real time to get the best value for your goals, like more clicks or higher conversions.
• Audience Targeting: It uses behavioural data to help you reach the people most likely to engage or buy.
• Campaign Optimisation: AI can suggest (or even make) changes to your ads and targeting to improve performance.
• Reporting & Analysis: You get richer insights and clearer reporting, so you can make smarter marketing decisions.

Don’t Forget Retargeting

Ever looked at a product online, then seen it follow you around the internet? That’s remarketing – and it’s super effective. With PPC, you can re-engage visitors who’ve already shown interest in your brand by reminding them what they were looking at or offering them an incentive to return.

This works across Google, social media platforms, and more – and it’s one of the best ways to stay front of mind.

PPC Beyond Google: Social Media Ads

Google may be the biggest PPC platform, but it’s far from the only one. Paid social media advertising lets you reach people where they hang out most – on platforms like Facebook, Instagram, LinkedIn, TikTok, and X (formerly Twitter).

These platforms offer highly targeted ad options, but they also come with their own challenges:

• Higher Costs: As competition rises, so does the price of getting seen.
• Ad Fatigue: Users get bored fast, so you need fresh creative and clever messaging.
• Privacy Changes: New data regulations (like Apple’s tracking rules) make targeting trickier.
• Platform Differences: Each social channel behaves differently – what works on Instagram might flop on LinkedIn.

Should You Be Using PPC?

In many cases, the answer is yes – especially if you want fast, measurable results. But PPC isn’t a set-it-and-forget-it kind of deal. While anyone can technically launch a campaign, getting it right (and keeping it performing well) takes knowledge, planning, and constant optimisation.

That’s where we come in.

At CitCom, our team of Google-certified specialists can help you get the most out of your PPC budget. Whether you’re just getting started or looking to level up your current campaigns, we’re here to help you grow faster and smarter.

Want to find out how PPC could work for your business?
Let’s chat – we’d love to hear your goals and show you what’s possible.