Google Ads and PPC
Pay-per-click describes advertising where a click can create a charge. Google Ads supports several campaign types and bidding goals, so PPC is not a complete description of every setup.
Definition
Pay-per-click describes advertising where a click can create a charge. Google Ads supports several campaign types and bidding goals, so PPC is not a complete description of every setup.
Practical example
A search campaign may show an ad for a relevant query and record a cost when someone clicks, while conversion tracking separately records a chosen action such as a completed form.
How it works
Advertisers choose targeting, creative, budgets, bids or automated strategies, landing pages, and conversion goals. Auctions determine eligibility and placement for individual opportunities.
Why it matters
Paid search can create controllable visibility, but useful decisions require clean ownership, conversion definitions, and economic context.
Common misunderstanding
Clicks are not customers. A low cost per click can still be poor value if queries, landing pages, or conversion measurement are weak.
Limitations
Platform reporting is modeled and configured data, not an audited sales ledger. Results change with demand, competition, budget, policy, and implementation.
Useful questions
- Who owns the account and billing profile?
- What counts as a primary conversion?
- Which locations, queries, and exclusions apply?
- Can ad outcomes be reconciled with qualified leads and customers?
Related reading
Sources and review notes
Sources were accessed 2026-09-16.
- About pay-per-click advertising — Google Ads Help
- About events — Google Analytics Help
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