Discover how PPC works to attract more leads

Pay-per-click, or PPC, advertising refers to paid online ads that charges the advertiser for each individual click to a link or banner that is displayed on a search engine result page (SERP), a website or a social media platform. Users will then be taken directly to a landing page on your website that is designed specifically to speak to users who viewed that add or search.

For organizations looking to attract high-quality leads for their products and services, PPC should be an essential part of your digital marketing strategy. By learning exactly how PPC works to generate traffic and leads you can better understand how to put it to work for you.

The PPC process

The largest and simplest provider of PPC advertising is Google Ads, which used to be known as Google Adwords. Google Ads essentially works as an auction for advertisers, placing ads for searches based on factors such as maximum bid and relevance of the content.

PPC advertising is often used in conjunction with organic search engine optimization, or SEO, to better refine traffic for targeted keywords or to fill in gaps where an SEO strategy is underperforming.

PPC advertising through Google Ads involves these primary elements:

  • Identifying the keywords you want to target
  • Setting the maximum amount you want to bid
  • Designing an ad and custom landing page for the targeted keyword
  • Submiting the ad and bid to Google Ads
  • When a search is performed, Google Ads will determine a ranking based on a combination of maximum bid and a quality score and award placement to the highest ranked ad.

So although you can pay for the placement you want with PPC, Google Ads does also factor quality of the advertisement and landing page as well as previous click-through rates into account. Just like other forms of advertising, this means you need to have an engaging message that is relevant to users.

To truly capture leads with PPC advertising, your landing page also needs to have a clear call to action and an easy way for users to get in touch with you or buy your product.

Expertise in the PPC advertising process

If you want to make sure your advertising dollars are being spent effectively and your landing page is generating the required leads, you need expertise. The digital marketing pros at Burg & Co. Marketing can be your partners, collaborating with you to create a high-powered PPC campaign.


To learn more about how we can help and our full range of services, contact us today.