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

What is PPC?

Last Updated on July 16, 2026

What is PPC?
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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.

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Whito exists to stop businesses scaling the wrong way. We focus on structure, leverage, and measurable growth, not noise, not vanity metrics.
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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.

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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.