{"id":11038,"date":"2026-01-13T11:30:22","date_gmt":"2026-01-13T03:30:22","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=11038"},"modified":"2026-01-26T15:32:03","modified_gmt":"2026-01-26T07:32:03","slug":"what-is-pay-per-click-ppc-2","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ap\/blog\/what-is-pay-per-click-ppc-2\/","title":{"rendered":"What Is Pay-Per-Click (PPC) Marketing?"},"content":{"rendered":"\n<p>You\u2019ve probably seen them. The <a href=\"https:\/\/www.salesforce.com\/ap\/marketing\/what-is-digital-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">digital ads<\/a> that pop up right when you Google something. Or the ones that slide into your feed like they\u2019ve been reading your mind. It\u2019s easy to scroll past them without thinking twice. But behind those little boxes of text and buttons is a powerful marketing engine working 24\/7 to grab attention and influence results.<\/p>\n\n\n\n<p>If you\u2019re running a <a href=\"https:\/\/www.salesforce.com\/ap\/small-business\/what-is-an-smb\/\">small and medium-sized business (SMB)<\/a> or just <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/start-selling-online-with-storefronts\/\">getting started online<\/a>, digital ads might seem like something only the big players can afford. But the truth is you don\u2019t need a massive budget to make them work. You just need to know how the system plays out. That\u2019s where this guide comes in. We\u2019ll break it all down and help you decide if pay-per-click (PPC) marketing is the right move for your business.<\/p>\n\n\n\n<p><strong>What you\u2019ll learn:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#h-what-is-pay-per-click-marketing\">What is pay-per-click marketing?<\/a><\/li>\n\n\n\n<li><a href=\"#h-what-is-the-difference-between-ppc-sem-and-seo\">What is the difference between PPC, SEM, and SEO?<\/a><\/li>\n\n\n\n<li><a href=\"#h-how-does-ppc-advertising-work\">How does PPC advertising work?<\/a><\/li>\n\n\n\n<li><a href=\"#h-why-ppc-marketing-matters-for-growing-businesses\">Why PPC marketing matters for growing businesses<\/a><\/li>\n\n\n\n<li><a href=\"#h-how-to-manage-your-ppc-campaigns\">How to manage your PPC campaigns<\/a><\/li>\n\n\n\n<li><a href=\"#h-what-happens-after-the-click-matters-just-as-much\">What happens after the click matters just as much<\/a><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-is-pay-per-click-marketing\">What is pay-per-click marketing?<\/h2>\n\n\n\n<p>Pay-per-click marketing, or PPC, is a type of <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/free-advertising-ideas-for-small-business\/\">online advertising<\/a> where you only pay when someone clicks on your ad. It\u2019s like renting a digital billboard, but instead of paying for views, you pay for clicks (or for someone to take action). That action could lead to a website visit, a product page view, or even a sale. You set the budget. You choose who sees the ad. And you only pay when someone\u2019s interested enough to click.<\/p>\n\n\n\n<p>What makes PPC so popular is how targeted and trackable it is. You get to pick who sees your ad based on what they search or what they\u2019re into. You decide where it appears and how much you\u2019re willing to spend. Plus, you can <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/track-measure-website-analytics\/\">see exactly what\u2019s working<\/a> and tweak it in real time. That makes PPC a favourite for small businesses that want fast results, and clear numbers to back their spend.<\/p>\n\n\n\n<p>Here are a few types of PPC ads you\u2019ll likely come across:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Search ads:<\/strong> These show up at the top of search results when someone types in a <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/how-to-do-keyword-research\/\">relevant keyword<\/a>.<\/li>\n\n\n\n<li><strong>Display ads:<\/strong> These are image or banner ads that appear on websites your audience is browsing.<\/li>\n\n\n\n<li><strong>Shopping ads:<\/strong> These show your product image, price, and link directly on platforms like <a href=\"https:\/\/shopping.google.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Shopping<\/a>.<\/li>\n\n\n\n<li><strong>Social media ads:<\/strong> Think Instagram, Facebook, or LinkedIn. You can run highly <a href=\"https:\/\/www.salesforce.com\/ap\/data\/use-cases\/financial-services\/targeted-marketing-campaigns\/\" target=\"_blank\" rel=\"noreferrer noopener\">targeted campaigns<\/a> based on user behaviour.<\/li>\n\n\n\n<li><strong>Remarketing ads:<\/strong> These reengage people who\u2019ve visited your site before but didn\u2019t take action.<\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-salesforce-blog-multi-offer\">\n\t<div>\n\t\t\n\n<div class=\"alignfull wp-block-salesforce-blog-section-heading\">\n\t<h2 class=\"wp-block-salesforce-blog-section-heading__title\">\n\t\t\t\tSection Title\t<\/h2>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column wp-block-salesforce-blog-multi-offer__featured-column is-layout-flow wp-block-column-is-layout-flow\"><div class=\"wp-block-salesforce-blog-multi-offer-card\">\n\t<a href=\"https:\/\/www.salesforce.com\/ap\/blog\/ai-prompts-for-small-business-marketing\/\" target=\"_blank\" class=\"wp-block-salesforce-blog-multi-offer-card__link \">\n\t\t\t\t\t<figure class=\"wp-block-salesforce-blog-multi-offer-card__image\">\n\t\t\t\t<span class=\"img-object-fit\"><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2024\/12\/TSK-39076_6_AI_Prompts_for_SMB_Marketing.jpg?w=300\" sizes=\"100vw\" srcset=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2024\/12\/TSK-39076_6_AI_Prompts_for_SMB_Marketing.jpg 1500w, https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2024\/12\/TSK-39076_6_AI_Prompts_for_SMB_Marketing.jpg?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2024\/12\/TSK-39076_6_AI_Prompts_for_SMB_Marketing.jpg?w=768&amp;h=432 768w, https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2024\/12\/TSK-39076_6_AI_Prompts_for_SMB_Marketing.jpg?w=1024&amp;h=576 1024w, https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2024\/12\/TSK-39076_6_AI_Prompts_for_SMB_Marketing.jpg?w=150&amp;h=84 150w\" alt=\"Illustration of ai prompts for small business marketing\" loading=\"lazy\" \/><\/span>\t\t\t<\/figure>\n\t\t\t\t<h4 class=\"wp-block-salesforce-blog-multi-offer-card__title\">\n\t\t\t6 AI Prompts for Small Business Marketing\t\t<\/h4>\n\t<\/a>\n<\/div>\n\n<\/div>\n\n\n\n<div class=\"wp-block-column wp-block-salesforce-blog-multi-offer__supporting-column is-layout-flow wp-block-column-is-layout-flow\"><div class=\"wp-block-salesforce-blog-multi-offer-card\">\n\t<a href=\"https:\/\/www.salesforce.com\/ap\/blog\/ai-tools-for-small-business\/\" target=\"_blank\" class=\"wp-block-salesforce-blog-multi-offer-card__link \">\n\t\t\t\t\t<figure class=\"wp-block-salesforce-blog-multi-offer-card__image\">\n\t\t\t\t<span class=\"img-object-fit\"><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2024\/10\/AI-Tools-for-SMB.png?w=300\" sizes=\"100vw\" srcset=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2024\/10\/AI-Tools-for-SMB.png 1500w, https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2024\/10\/AI-Tools-for-SMB.png?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2024\/10\/AI-Tools-for-SMB.png?w=768&amp;h=432 768w, https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2024\/10\/AI-Tools-for-SMB.png?w=1024&amp;h=576 1024w, https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2024\/10\/AI-Tools-for-SMB.png?w=150&amp;h=84 150w\" alt=\"Illustration showcasing artificial intelligence (AI) tools for small businesses.\" loading=\"lazy\" \/><\/span>\t\t\t<\/figure>\n\t\t\t\t<h4 class=\"wp-block-salesforce-blog-multi-offer-card__title\">\n\t\t\tAI For Small Business (Tools and Best Practices)\t\t<\/h4>\n\t<\/a>\n<\/div>\n\n\n\n<div class=\"wp-block-salesforce-blog-multi-offer-card\">\n\t<a href=\"https:\/\/www.salesforce.com\/ap\/blog\/types-of-ai-agents-to-grow-your-business\/\" target=\"_blank\" class=\"wp-block-salesforce-blog-multi-offer-card__link \">\n\t\t\t\t\t<figure class=\"wp-block-salesforce-blog-multi-offer-card__image\">\n\t\t\t\t<span class=\"img-object-fit\"><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2025\/04\/Stage-1-1.png?w=300\" sizes=\"100vw\" srcset=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2025\/04\/Stage-1-1.png 512w, https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2025\/04\/Stage-1-1.png?w=300&amp;h=160 300w, https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2025\/04\/Stage-1-1.png?w=150&amp;h=80 150w\" alt=\"Illustration showcasing AI agents used for small business productivity.\" loading=\"lazy\" \/><\/span>\t\t\t<\/figure>\n\t\t\t\t<h4 class=\"wp-block-salesforce-blog-multi-offer-card__title\">\n\t\t\t5 Types of AI Agents To Grow Your Business\t\t<\/h4>\n\t<\/a>\n<\/div>\n\n\n\n<div class=\"wp-block-salesforce-blog-multi-offer-card\">\n\t<a href=\"https:\/\/www.salesforce.com\/ap\/blog\/best-social-media-platforms-for-small-business\/\" target=\"_blank\" class=\"wp-block-salesforce-blog-multi-offer-card__link \">\n\t\t\t\t\t<figure class=\"wp-block-salesforce-blog-multi-offer-card__image\">\n\t\t\t\t<span class=\"img-object-fit\"><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2025\/03\/Best-Social-media-for-SMB.jpg?w=300\" sizes=\"100vw\" srcset=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2025\/03\/Best-Social-media-for-SMB.jpg 1500w, https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2025\/03\/Best-Social-media-for-SMB.jpg?w=300&amp;h=200 300w, https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2025\/03\/Best-Social-media-for-SMB.jpg?w=768&amp;h=512 768w, https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2025\/03\/Best-Social-media-for-SMB.jpg?w=1024&amp;h=683 1024w, https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2025\/03\/Best-Social-media-for-SMB.jpg?w=150&amp;h=100 150w\" alt=\"Illustration of a small business team and chat bubbles representing social media.\" loading=\"lazy\" \/><\/span>\t\t\t<\/figure>\n\t\t\t\t<h4 class=\"wp-block-salesforce-blog-multi-offer-card__title\">\n\t\t\tBest Social Media Platforms for Growing Businesses (2025)\t\t<\/h4>\n\t<\/a>\n<\/div>\n\n<\/div>\n<\/div>\n\n\t<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-is-the-difference-between-ppc-sem-and-seo\">What is the difference between PPC, SEM, and SEO?<\/h2>\n\n\n\n<p>The world of <a href=\"https:\/\/www.salesforce.com\/ap\/marketing\/what-is-digital-marketing\/\">digital marketing<\/a> comes with a lot of buzzwords. And to be honest, they can sound pretty interchangeable at first. But once you get the hang of it, the differences are actually pretty straightforward.<\/p>\n\n\n\n<p>Let\u2019s break it down real quick:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Pay-per-click advertising (PPC):<\/strong> You pay for clicks.<\/li>\n\n\n\n<li><strong>Search engine marketing (SEM):<\/strong> Covers all search marketing, both paid and organic.<\/li>\n\n\n\n<li><strong>Search engine optimisation (SEO):<\/strong> You earn your spot in search results with <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/how-to-write-seo-content\/\">helpful content<\/a> and smart strategy.<\/li>\n<\/ul>\n\n\n\n<p>PPC is a type of online advertising where you pay when someone clicks. It\u2019s part of a bigger umbrella called <a href=\"https:\/\/en.wikipedia.org\/wiki\/Search_engine_marketing\" target=\"_blank\" rel=\"noreferrer noopener\">search engine marketing (SEM)<\/a>. SEM includes both paid ads and any other strategies that help you show up on search engines. Think of SEM as the whole toolkit. PPC is just one of the power tools inside.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.salesforce.com\/ap\/blog\/seo-for-startups\/\" target=\"_blank\" rel=\"noreferrer noopener\">Search engine optimisation (SEO)<\/a> is different. You don\u2019t pay for clicks with SEO. Instead, you <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/small-business-seo-potential\/\">optimise your website and content<\/a> so that it ranks higher in search results naturally. It takes more time and consistency. But when done right, SEO can bring in traffic without ongoing ad spend.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-does-ppc-advertising-work\">How does PPC advertising work?<\/h2>\n\n\n\n<p>PPC might sound like it runs on magic. But in reality, it\u2019s all about strategy and timing. It starts with something simple \u2014 a <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/how-to-do-keyword-research\/\">key word or keyword<\/a> \u2014 the word or phrase someone types into a search engine when they want to find something. You pick the keywords you want your ad to show up for. Then, you tell the platform how much you\u2019re willing to pay when someone clicks on it.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-how-to-do-effective-keyword-research-for-ppc-campaigns\">How to do effective keyword research for PPC campaigns<\/h3>\n\n\n\n<p>You can\u2019t run a great PPC campaign without knowing what people are actually searching for. Good <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/how-to-do-keyword-research\/\">keyword research<\/a> sets your campaign up for success and saves you from burning your budget without results. You have to <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/audience-strategy\/\">understand your audience<\/a> and find the exact phrases they\u2019re typing into search bars \u2014 even the weirdly specific ones.<\/p>\n\n\n\n<p>Start simple. Think about your product or service, and the problems it solves. Then use tools like <a href=\"https:\/\/ads.google.com\/home\/tools\/keyword-planner\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Keyword Planner<\/a>, <a href=\"https:\/\/neilpatel.com\/ubersuggest\/\" target=\"_blank\" rel=\"noreferrer noopener\">Ubersuggest<\/a>, or even the search bar itself to find real queries people are using. You\u2019ll start to notice patterns. Some keywords are super popular (and expensive), while others are niche but highly targeted. If you\u2019re willing to invest a bit more, paid tools like <a href=\"https:\/\/www.semrush.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Semrush<\/a> can give you deeper insights into your competitors and keyword gaps. The goal is to strike a balance. Here\u2019s how you can get it right:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Brainstorm core topics:<\/strong> List out what your business offers and what your <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/ideal-customer-profile\/\" target=\"_blank\" rel=\"noreferrer noopener\">ideal customer<\/a> might search for.<\/li>\n\n\n\n<li><strong>Use keyword tools:<\/strong> Plug those ideas into keyword research tools to find volume, competition, and <a href=\"https:\/\/support.google.com\/google-ads\/answer\/116495?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\">cost-per-click (CPC)<\/a> data.<\/li>\n\n\n\n<li><strong>Find long-tail keywords:<\/strong> These are longer phrases that are more specific and usually cheaper to bid on.<\/li>\n\n\n\n<li><strong>Group keywords by intent:<\/strong> Not every keyword means the person is ready to buy. Some are just researching. Know the difference.<\/li>\n\n\n\n<li><strong>Filter out negatives:<\/strong> Add &#8220;<a href=\"https:\/\/support.google.com\/google-ads\/answer\/105671?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\">negative keywords<\/a>&#8221; to avoid wasting budget on irrelevant clicks (like people searching for reviews or free stuff).<\/li>\n<\/ul>\n\n\n\n<p>But there\u2019s a twist. It\u2019s not just about money. When you run a PPC ad, you&#8217;re entering a digital auction. The search platform you\u2019re using decides which ads show up based on your bid and how relevant your ad is. That means even if you don\u2019t have the highest bid, you can still win the spot if your ad and <a href=\"https:\/\/www.salesforce.com\/ap\/marketing\/how-to-create-landing-pages\/\" target=\"_blank\" rel=\"noreferrer noopener\">landing page<\/a> are a great match for what the person is searching for.<\/p>\n\n\n\n<p>Here\u2019s a quick look at how the process usually flows:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Choose your keywords.<\/li>\n\n\n\n<li>Write a simple ad (usually a headline, description, and link).<\/li>\n\n\n\n<li><a href=\"https:\/\/www.salesforce.com\/ap\/marketing\/how-to-create-marketing-budget\/\" target=\"_blank\" rel=\"noreferrer noopener\">Set your budget<\/a> and bidding strategy.<\/li>\n\n\n\n<li>Run your ad. The platform shows your ad to people searching for your keywords.<\/li>\n\n\n\n<li>Pay when someone clicks on it.<\/li>\n<\/ul>\n\n\n\n<p>So, how does the payment side actually work? Most PPC platforms (like <a href=\"https:\/\/ads.google.com\/home\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Ads<\/a>) operate on a daily budget system. You set how much you&#8217;re willing to spend per day, and the platform spreads that across the month. You\u2019re only charged when someone clicks on your ad \u2014 not when it\u2019s shown. You can spend as little or as much as you want. There\u2019s no minimum. Even $5 a day is fine if you\u2019re just starting out. Want to spend more? That works, too.<\/p>\n\n\n\n<p>As for billing, most platforms bill automatically after you hit a certain threshold or at the end of the month (whichever comes first). And yes, standard taxes may apply depending on your region and billing settings, but you\u2019ll see those details when setting up your account.<\/p>\n\n\n\n<p>Once it\u2019s up and running, PPC advertising can run in the background while you focus on growing your business.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Build Targeted Advertising In 3 Steps - Data Cloud Double Click | Salesforce\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/fmXSY0XjpcM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-why-ppc-marketing-matters-for-growing-businesses\">Why PPC marketing matters for growing businesses<\/h2>\n\n\n\n<p>When you\u2019re <a href=\"https:\/\/www.salesforce.com\/ap\/small-business\/how-to-start-a-small-business\/\" target=\"_blank\" rel=\"noreferrer noopener\">running a small business<\/a>, getting noticed can be tough. You don&#8217;t have time (or budget) to wait around and hope customers find you. People are out there searching for what you sell. And if they don\u2019t find you, they\u2019ll find someone else. That\u2019s why PPC matters. It doesn\u2019t wait for your business to grow organically. It gets you seen now, by the right people, right when they\u2019re ready to click.<\/p>\n\n\n\n<p>And it\u2019s not just fast. It\u2019s flexible. You don\u2019t need a massive marketing team or a huge budget to get started. With PPC, you\u2019re in control of where your money goes. You decide who sees your ad and when. You can test, tweak, and turn things off if they\u2019re not working. It\u2019s <a href=\"https:\/\/www.salesforce.com\/ap\/small-business\/marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">marketing<\/a> that moves at your pace and grows with you.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-pros-and-cons-of-pay-per-click-advertising\">Pros and cons of pay-per-click advertising<\/h3>\n\n\n\n<p>Like any <a href=\"https:\/\/www.salesforce.com\/ap\/marketing\/strategy\/\" target=\"_blank\" rel=\"noreferrer noopener\">marketing strategy<\/a>, PPC isn\u2019t perfect. It has its perks, but it also has its disadvantages. Here&#8217;s a quick look at both:<\/p>\n\n\n\n<p>Pros of pay-per-click advertising:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Fast results:<\/strong> You get instant visibility. No need to wait weeks or months.<\/li>\n\n\n\n<li><strong>Precision targeting:<\/strong> You reach the right people at the right time.<\/li>\n\n\n\n<li><strong>Budget control:<\/strong> You control your spend down to the last dollar.<\/li>\n\n\n\n<li><strong>Measurable outcomes:<\/strong> You get clear data that shows what\u2019s driving results.<\/li>\n<\/ul>\n\n\n\n<p>Cons of pay-per-click advertising:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Higher costs:<\/strong> It can get pricey if you\u2019re in a competitive space.<\/li>\n\n\n\n<li><strong>No guaranteed conversions:<\/strong> Clicks don\u2019t always lead to sales.<\/li>\n\n\n\n<li><strong>Ongoing management:<\/strong> You need to monitor and tweak regularly to stay effective.<\/li>\n\n\n\n<li><strong>Temporary visibility:<\/strong> The moment you stop paying, the traffic stops too.<\/li>\n<\/ul>\n\n\n\n<div class=\"layout-astro wp-block-salesforce-blog-related-trail\">\n\n\t<img decoding=\"async\" class=\"related-trail__illustration related-trail__cloud\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/related-trail-cloud-layout-astro.png\" alt=\"\">\n\n\t\n\t<img decoding=\"async\" class=\"related-trail__illustration related-trail__background\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/related-trail-background-layout-astro.png\" alt=\"\">\n\n\t<div class=\"related-trail__wrapper\">\n\t\t<div class=\"related-trail__content\">\n\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 345.8 82.8\" aria-hidden=\"true\" class=\"related-trail__logo\"><path fill=\"#1d3767\" d=\"M96.6 33h9v22.6h4.8V33h8.8v-4.3H96.6zm49.8 5.3c0-5.7-3.6-9.6-10.8-9.6H127v27h4.8v-7.9h3l2.3-.1 5.7 8h5.6l-7-9.2c3.4-1.6 5-4.5 5-8.2m-11.1 5.3h-3.6V33h3.6c4.4 0 6 2.3 6 5.3s-1.6 5.3-6 5.3m30.8-15.2-12.6 27.2h5l2.3-5.3h11.6l2.4 5.3h5l-12.6-27.1zm-3.6 18 4.1-9.2 4.1 9.3zm25.2-17.7h4.8v27h-4.8zm20.7 0h-4.8v27h17.6v-4.4h-12.8zm38.4 12.1h-13.2V28.7H229v27h4.7V45h13.2v10.6h4.7V28.7h-4.7zm15.9 14.8h17.5v-4.4h-12.7v-6.4H279v-4.2h-11.5v-7.5h12.7v-4.4h-17.5zm36.9-27.2L287 55.6h5l2.3-5.3H306l2.4 5.3h5l-12.6-27.1zm-3.6 18 4.1-9.2 4.1 9.3zm35.4-17.7h-10.2v27h10.2c8.2 0 14.4-5.9 14.4-13.6s-6-13.4-14.4-13.4m0 22.6H326V33h5.4a9.1 9.1 0 1 1 0 18.1z\" \/><path fill=\"#1d315f\" d=\"M43 82.8h.1a74 74 0 0 0 38.5-12.3 3 3 0 0 0 1.3-2.4v-6A66.2 66.2 0 0 0 42.5.2a3 3 0 0 0-2.3 0A66.2 66.2 0 0 0 0 62.2V68a3 3 0 0 0 1.2 2.4 74 74 0 0 0 40.2 12.4z\" \/><path fill=\"#8ed1f4\" d=\"M13.8 51.8a.3.3 0 0 0 0-.1L33 23.6a3.1 3.1 0 0 1 .8-.8 3 3 0 0 1 4 .8l9.5 13.8 3.5-5a3 3 0 0 1 4.9 0L69 51.6a.3.3 0 0 1 .1.3h7C70.7 17.7 43.7 7.2 41.4 6.2c0 0-11.2 4-21.2 16A59.6 59.6 0 0 0 6.8 51.8zm21.7-21.3\" \/><path fill=\"#aa76b3\" d=\"m62 51.9-8.7-12.6-4.2 6.1 4.8 6.4z\" \/><path fill=\"#722a87\" d=\"m49 45.4-4.4 6.4H54z\" \/><path fill=\"#8ed1f4\" d=\"m37 32.6-1.5-2.1z\" \/><path fill=\"#aa76b3\" d=\"m28 41.4 7.6 10.4h1.8l6.4-9.2-6.8-10-1.5-2.1z\" \/><path fill=\"#722a87\" d=\"m28 41.4-7 10.4h14.6z\" \/><path fill=\"#069a49\" d=\"M43.8 72.5a1.8 1.8 0 0 0-1-2.4L40.1 69a8 8 0 0 1-1-.5 7.8 7.8 0 0 1-2.4-10.7H6a44 44 0 0 0-.2 4.4v4.4A70 70 0 0 0 26 75a70 70 0 0 0 15.2 2l2.4-4.3zm33-14.8H44.3l-2.5 3a1.7 1.7 0 0 0-.2.5 1.8 1.8 0 0 0 1 2.3l2.7 1.2.7.4a7.8 7.8 0 0 1 3 10.6l-.5.9 4.8-.8a71 71 0 0 0 8.4-2.2l1.3-.4a71 71 0 0 0 14-6.7v-8.8z\" \/><path fill=\"#fff\" d=\"m46 65-.7-.3-2.7-1.2a1.8 1.8 0 0 1-1-2.4 1.7 1.7 0 0 1 .2-.4l2.5-3h-7.6A7.8 7.8 0 0 0 39 68.4a8 8 0 0 0 1 .5l2.7 1.2a1.8 1.8 0 0 1 1 2.4l-.1.2-2.5 4.3a52.5 52.5 0 0 0 7.2-.4l.5-.9A7.8 7.8 0 0 0 46 65.1z\" \/><path fill=\"#157139\" d=\"M56.9 67.3h8.8l-4.4-5zM23 71h9l-4.5-5.1zm-4.1-10.4-4.5 5h8.9z\" \/><\/svg>\n\t\t\t<h2 class=\"wp-block-related-trail__title\">Trailhead:\u00a0<strong>Salesforce for Small Business<\/strong><\/h2>\n\t\t\t<p>Learn how your business can benefit from this out-of-the-box CRM.<\/p>\n\t\t\t\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/trailhead.salesforce.com\/content\/learn\/modules\/salesforce-essentials-small-business?_ga=2.189189995.1380809279.1768144812-1398229160.1766134359\" target=\"_blank\" rel=\"noreferrer noopener\">Visit Trail<\/a><\/div>\n\n\t\t<\/div>\n\t\t<div class=\"related-trail__mock\">\n\t\t\t<div class=\"related-trail__points\">+200 points<\/div>\n\t\t\t<div class=\"related-trail__eyebrow\">Trail<\/div>\n\t\t\t<p class=\"related-trail__trail-title h3\"><strong>Salesforce for Small Business<\/strong><\/p>\n\t\t\t<p class=\"related-trail__trail-description\"><\/p>\n\t\t\t<div class=\"related-trail__actions\">\n\t\t\t\t<div class=\"related-trail__action\">\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"0 0 10 10\" aria-hidden=\"true\"><path fill=\"#747474\" fill-rule=\"evenodd\" d=\"m4.93.69.88 2.88c.04.12.16.18.27.18h2.89c.29 0 .4.38.17.56L6.79 6.04c-.1.07-.13.2-.1.32l1.12 2.96c.08.27-.2.5-.44.33L4.85 7.77c-.1-.08-.23-.08-.34 0L1.97 9.65a.29.29 0 0 1-.45-.33L2.6 6.36a.3.3 0 0 0-.1-.32L.17 4.3c-.23-.18-.1-.56.17-.56h2.89c.13 0 .23-.04.27-.18l.9-2.9c.08-.27.46-.25.54.02Z\" clip-rule=\"evenodd\" \/><\/svg>\n<\/div>\n\t\t\t\t<div class=\"related-trail__action\">\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"0 0 9 5\" aria-hidden=\"true\"><path fill=\"#747474\" d=\"M4.16 4.5.26 0h7.8z\" \/><\/svg>\n<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n\t<img decoding=\"async\" class=\"related-trail__illustration related-trail__foreground\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/related-trail-foreground-layout-astro.png\" alt=\"\">\n\t<img decoding=\"async\" class=\"related-trail__illustration related-trail__parks\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/related-trail-parks-layout-astro.png\" alt=\"\">\n\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-to-manage-your-ppc-campaigns\">How to manage your PPC campaigns<\/h2>\n\n\n\n<p>Managing a PPC campaign isn\u2019t a one-and-done deal. Once your ads are live, that\u2019s just the beginning. What you do next \u2014 how you monitor, adjust, and improve \u2014 is what actually drives results. Here\u2019s how to stay on top of your campaigns and make every click count.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-set-clear-goals-from-the-start\">Set clear goals from the start<\/h3>\n\n\n\n<p>Before diving into the numbers, define what success looks like for you. Are you aiming for more <a href=\"https:\/\/www.salesforce.com\/ap\/marketing\/lead-generation-guide\/\" target=\"_blank\" rel=\"noreferrer noopener\">leads<\/a>? <a href=\"https:\/\/www.salesforce.com\/ap\/products\/commerce-cloud\/resources\/foundations-of-effective-online-selling\/\" target=\"_blank\" rel=\"noreferrer noopener\">Online sales<\/a>? <a href=\"https:\/\/www.salesforce.com\/ap\/marketing\/brand-strategy\/\" target=\"_blank\" rel=\"noreferrer noopener\">Brand awareness<\/a>? The type of goal will shape how you structure your campaign and measure performance. Without goals, it\u2019s easy to waste money chasing the wrong metrics.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-track-performance-using-the-right-metrics\">Track performance using the right metrics<\/h3>\n\n\n\n<p>Clicks are nice, but they\u2019re not everything. Make sure conversion tracking is set up in your ad platform and on your website. That\u2019s how you measure real results, not just surface-level clicks.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Click-through rate (CTR):<\/strong> Measures how often people click on your ad after seeing it. A higher <a href=\"https:\/\/support.google.com\/google-ads\/answer\/2615875\" target=\"_blank\" rel=\"noreferrer noopener\">CTR<\/a> means your ad is grabbing attention.<\/li>\n\n\n\n<li><strong>Conversion rate<\/strong>: Shows how many of those <a href=\"https:\/\/www.salesforce.com\/ap\/sales\/analytics\/sales-conversion-rate\/\" target=\"_blank\" rel=\"noreferrer noopener\">clicks turn into signups<\/a> or purchases. This reflects how well your ad and landing page are working together.<\/li>\n\n\n\n<li><strong>Cost per conversion<\/strong>: Indicates how much you\u2019re spending to get one customer or action. It helps you track <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/what-is-roi\/\" target=\"_blank\" rel=\"noreferrer noopener\">return on investment (ROI)<\/a>.<\/li>\n\n\n\n<li><strong>Quality score<\/strong>: Google\u2019s rating of your keyword relevance, ad copy, and landing page experience. It impacts your ad costs and rank.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-optimise-ad-copy-and-creative\">Optimise ad copy and creative<\/h3>\n\n\n\n<p>Ads can go stale fast. If your performance dips, test new headlines, descriptions, or visuals (for <a href=\"https:\/\/support.google.com\/google-ads\/answer\/2404190?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\">display ads<\/a>). Tweak your messaging based on what your audience responds to. Keep it action-focused and relevant to the <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/seo-for-startups\/\" target=\"_blank\" rel=\"noreferrer noopener\">keyword you&#8217;re targeting<\/a>.<\/p>\n\n\n\n<div class=\"layout-six wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">What can you do with a CRM built to reach more prospects?<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Automate your marketing campaigns with a CRM built to grow. It all starts with Starter Suite.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/ap\/small-business\/marketing\/\">Find out for free<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"500\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2025\/04\/marketing-smb.webp\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2025\/04\/marketing-smb.webp 500w, https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2025\/04\/marketing-smb.webp?w=150&amp;h=150 150w, https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2025\/04\/marketing-smb.webp?w=300&amp;h=300 300w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\" \/>\t\t<\/div>\n\t<\/div>\n\n\t\n\t<\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-adjust-your-bids-and-budget\">Adjust your bids and budget<\/h3>\n\n\n\n<p>Not all keywords deserve the same spend. Watch which ones are driving real results and consider raising your bids there. On the flip side, lower bids or pause keywords that are costing you without converting. Also, shift budget between campaigns based on performance. More dollars to what\u2019s working, less to what\u2019s not.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-refine-keyword-targeting\">Refine keyword targeting<\/h3>\n\n\n\n<p>Pause keywords with low ROI and explore variations of your top performers. Also, keep building out your negative keyword list. That\u2019s how you avoid paying for irrelevant clicks \u2014 like someone searching for \u201cfree templates\u201d when you\u2019re selling software.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-test-landing-pages\">Test landing pages<\/h3>\n\n\n\n<p>Even the best ad won\u2019t help if your landing page doesn\u2019t convert. <a href=\"https:\/\/www.salesforce.com\/ap\/marketing\/what-is-ab-testing\/\" target=\"_blank\" rel=\"noreferrer noopener\">A\/B test<\/a> different layouts, headlines, calls to action, or form lengths. Small changes can make a big impact on <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/conversion-rates\/\" target=\"_blank\" rel=\"noreferrer noopener\">conversion rates<\/a>. Make sure your page loads fast. It should look good on mobile and deliver what the ad promised.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-review-campaigns-weekly\">Review campaigns weekly<\/h3>\n\n\n\n<p>Set aside time each week to review performance. Make tweaks and test new ideas. Look for trends and not just daily spikes. And always ask yourself: What can I improve based on the data I\u2019m seeing?<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"How an AI CRM Scales With You | Salesforce Explained\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/N2z5swelQTM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-happens-after-the-click-matters-just-as-much\">What happens after the click matters just as much<\/h2>\n\n\n\n<p>Getting clicks is exciting. It means your ad worked. But what happens after someone visits your site or fills out a form is where the real magic (or mess) begins. And for a lot of small businesses, that next step isn\u2019t always clear.<\/p>\n\n\n\n<p>A <a href=\"https:\/\/www.salesforce.com\/ap\/crm\/what-is-crm\/\" target=\"_blank\" rel=\"noreferrer noopener\">customer relationship management (CRM)<\/a> system helps you make sense of it all. It shows you who clicked on your ad, when they got in touch, what they looked at, and whether they\u2019re just browsing or ready to buy. With a CRM, you don\u2019t have to struggle with spreadsheets or dig through emails. Everything\u2019s in one place, ready when you need it.<\/p>\n\n\n\n<p>A <a href=\"https:\/\/www.salesforce.com\/ap\/crm\/crm-for-small-business\/\" target=\"_blank\" rel=\"noreferrer noopener\">CRM for SMB<\/a> also helps you follow up in a way that feels personal, not pushy. Someone clicked on your ad about a product? Great. Now your CRM can remind you to send them a relevant offer, book a demo, or check in a week later. No leads get forgotten, and no opportunity is missed.<\/p>\n\n\n\n<p>If you\u2019re using paid ads to grow your business, you\u2019re already investing in visibility. A CRM helps you protect that investment by turning traffic into conversations \u2014 and conversations into customers. And if there\u2019s <a href=\"https:\/\/www.salesforce.com\/ap\/artificial-intelligence\/\" target=\"_blank\" rel=\"noreferrer noopener\">artificial intelligence (AI)<\/a> in the mix? Even better. Some CRMs (like <a href=\"https:\/\/www.salesforce.com\/ap\/small-business\/starter\/\" target=\"_blank\" rel=\"noreferrer noopener\">Starter Suite<\/a>) can now score leads and even automate your follow-ups. So instead of more manual work, you actually get more time back.<\/p>\n\n\n\n<div class=\"layout-five wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Get Salesforce. FREE for small businesses.<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Connect sales, service, and analytics on one platform. Save time, stay\u00a0organised, and fuel growth with the CRM that scales for small teams.m Earth has landed<br><\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/ap\/form\/signup\/free-crm\/?d=pb\">Get free CRM<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-five.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-five.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-five.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-make-every-click-count-with-salesforce\">Make every click count with Salesforce<\/h2>\n\n\n\n<p>Pay-per-click marketing opens doors. It puts your business in front of the right people at the right time. People who are searching, curious, and ready to take action. It\u2019s a chance for you to be seen and grow \u2014 even without a massive budget or marketing team. You just need the right message and a smart way to deliver it.&nbsp;<\/p>\n\n\n\n<p>Once someone visits your site or fills out a form, you need a way to keep that momentum going. You need to follow up, stay connected, and turn that interest into something real. Salesforce helps you do exactly that. It keeps everything in one place, so you never miss a beat.<\/p>\n\n\n\n<p>So why not start strong? Begin your journey with the <a href=\"https:\/\/www.salesforce.com\/ap\/form\/signup\/freetrial-salesforce-starter\/?d=bcta\" target=\"_blank\" rel=\"noreferrer noopener\">Starter Suite<\/a> today. Looking for more customisation? <a href=\"https:\/\/www.salesforce.com\/ap\/small-business\/pro-suite\/\">Explore Pro Suite<\/a>. Already a Salesforce customer? <a href=\"https:\/\/www.salesforce.com\/ap\/crm\/foundations\/\" target=\"_blank\" rel=\"noreferrer noopener\">Activate Foundations<\/a> and try out Agentforce today.<\/p>\n\n\n\n<p><em>AI supported the writers and editors of this article.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Take a good look at the pay-per-click (PPC) marketing strategy. <\/p>\n","protected":false},"author":1,"featured_media":11037,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"6835c6c750bed4952894629cAP","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[26],"sf_content_type":[],"coauthors":[791],"class_list":["post-11038","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-small-business"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What Is Pay-Per-Click (PPC) Marketing? 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