Pay-per-click is a form of online advertising where you pay a fee each time someone clicks your ad — most commonly on Google Ads and social platforms — buying immediate, targeted traffic to your site.
PPC is the fast counterpart to SEO: you can appear at the top of results today, control exactly who sees your ad, and switch spend on and off. The trade-off is that traffic stops the moment you stop paying.
Success depends on tight targeting, relevant landing pages and measuring the cost per lead or sale — not just clicks. Most businesses use PPC and SEO together: PPC for immediate leads, SEO for durable, lower-cost traffic over time.
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