W
Reviewed by Jacob Whitmore, Whito · Fact-checked for accuracy

What is PPC?

Last Updated on September 17, 2026

What is PPC? — Whito
Add Whito as a trusted source on Google

Further reading

Whito’s view (UK)

PPC only works on top of a page that already converts. The most common way UK businesses waste ad spend is not the ad, it is sending paid clicks to a weak landing page. Get the offer and the structure right first, then pay for traffic. Paying to amplify a leak is the fastest way to lose money on marketing.

Related reading
author avatar
Whito
Whito is an independent UK research publisher. We publish research on how UK businesses are found, trusted and priced: what they cost to market, how their sectors work, and who actually gets recommended. Studies are free to read, every figure carries the date it was checked, and nobody pays to appear.
See Full Bio
Jacob Whitmore

Jacob Whitmore

Founder, Whito

Jacob Whitmore founded Whito to help UK businesses cut through marketing noise. Every article is researched, written, and fact-checked with one goal: giving you clear, practical guidance you can actually use. Whito doesn't sell marketing services or take commissions that compromise recommendations. Structure before scale.

About Us Editorial Policy Contact
Sources & Editorial Standards

Whito is committed to providing accurate, unbiased marketing guidance for UK businesses. Our editorial team researches, writes, and fact-checks every piece of content independently. We may earn affiliate commissions from some links, but this never influences our recommendations. Read our full Editorial Policy for more detail on how we work.