Last Updated on April 8, 2026
PPC stands for pay-per-click
PPC advertising means you pay each time someone clicks your advert. You set a budget, and platforms like Google Ads or Facebook show your adverts to relevant people. The moment someone clicks, you pay a small amount, typically between 20 pence and several pounds per click.
Google Ads show your advert when people search for keywords you have chosen. Social media ads appear in feeds on Facebook, Instagram, or LinkedIn based on interests and behaviour. Both charge you per click.
When PPC makes sense
PPC works best when you have clear products or services to sell, you know your target customer, and you have tested your offer. It gets results fast but can be expensive if your foundations are weak.
Common mistakes UK businesses make
Most mistakes happen because businesses spend on PPC before their website, content, and offer are ready. Sending paid traffic to a poor website or unclear offer wastes money. Your foundations must be solid first.
How Whito approaches PPC
Whito audits your PPC spend to check if you are getting good value. Check out current UK PPC costs and learn how PPC fits into the bigger picture with the Start, Build, Scale framework.
