Paid Advertising
Pay-Per-Click (PPC)
An advertising model where you only pay when someone actually clicks your ad, not when it's merely shown.
Definition
Pay-Per-Click is the auction-based advertising model in which you bid for ad placement and are charged only when a user clicks. It's the umbrella term covering Google Search ads, Meta ads, and most other platforms where billing is tied to clicks rather than impressions.
In depth
In a PPC system, advertisers bid on placements and the platform runs a live auction every time an ad slot is available. You set what you're willing to pay, the platform weighs your bid against relevance and Quality Score, and you're charged only when someone clicks through to your site or calls. No click, no charge, which makes spend directly traceable to interest.
For a remodeler or builder, PPC is the fastest way to put your business in front of homeowners who are searching right now for a kitchen redo or a new roof. Unlike awareness buys priced by cost per mille, you're paying for action, so a $1,500 monthly budget buys a knowable number of visits, and from there a knowable number of estimate requests.
The common mistake is treating PPC as set-and-forget and judging it by clicks alone. Clicks aren't jobs. We manage PPC against booked estimates and cost per lead, add negative keywords to prune the search terms that waste budget, and steer spend toward the keywords that actually fill your calendar.
Worked example
A custom-home builder sets a PPC budget and pays $4 per click; 250 clicks in a month costs $1,000 and produces 20 estimate requests.
Paid Advertising
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