Pay-Per-Click (PPC) advertising — like Google Ads — is one of the fastest ways to get in front of potential customers. But is it really worth it for a small business?
Let’s break it down.
What is PPC?
PPC is a form of online advertising where you only pay when someone clicks your ad. If you’ve ever seen the top few results on Google marked “Ad,” that’s PPC in action.
You create an ad, choose the keywords you want to appear for (like “boiler repair Wakefield” or “second-hand cars Doncaster”), and set a budget.
Why small businesses use PPC
- It’s fast – You can start getting traffic within a day or two
- It’s targeted – You can choose exactly who sees your ads based on location, interests, or search terms
- It’s measurable – You’ll know exactly how many clicks and enquiries your money is generating
What makes a PPC campaign work?
Just throwing money at ads isn’t enough. Successful PPC relies on:
- Well-researched keywords (not just the obvious ones)
- Relevant landing pages that match the ad
- Good ad copy that encourages clicks
- Regular monitoring and tweaks to avoid wasted spend
Is it expensive?
It doesn’t have to be. You can start small, with as little as £5–£10 per day. The key is making sure your spend is going toward the right people — and that your website is ready to convert them.
PPC vs SEO: Do you need both?
Not necessarily. PPC is great for quick wins — ideal if you’ve got a new service, offer, or just need a boost. SEO takes longer but brings long-term results. The best approach? Use both together when you can.
Final thoughts
PPC can be incredibly effective when it’s done properly — and it’s surprisingly accessible for small businesses. If you’ve ever wondered whether it’s worth trying, start small, track results, and don’t be afraid to ask for help.