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The Ins, Outs, Pros, & Cons of PPC
Let’s try to make this as simple as possible. Pay-per-click advertising is an activity where you only pay when someone clicks on your ad. Unlike broadcast, print, or outdoor advertising campaigns, where you pay for the space, you pay for the activity with PPC.
Let’s look at some of the positives of adding PPC to your marketing mix:
- Ads show to people actively searching for your product or service
- Ads show to a target audience that you (or we) select
- PPC offers immediate results
- You control the budget
- It’s all measurable — you can track clicks, conversions, and performance
the things we do
Branding is what we do, and what we do well. As a full-service branding agency, we take ideas from concept to creation, delivering a full suite of branding services that elevate your business from out of sight to top of mind.
Our PPC expertise covers:
Google Ads Management
Keyword and audience research lead to cost-efficient campaigns to generate more leads and sales.
Meta Ads Management
Reach your ideal customers and grow your brand’s online presence across Facebook and Instagram.
LinkedIn Ads Management
Keyword and audience research lead to cost-efficient campaigns to generate more leads and sales.
Bing Ads Management
Pinpoint the most effective keywords and audiences to boost your lead generation and drive more sales.
Additionally, cross-channel remarketing is one of the most effective methods for capturing attention across multiple digital platforms and driving users back to your website to complete desired actions through personalized remarketing campaigns.
What You’ll Need to Get Started with PPC
PPC is as easy as ABC (sorry). You don’t need a massive budget or a PhD in digital marketing strategy to get started — you just need a few essentials.
First, define your target audience: who do you want to reach, and where are they spending their time online? Next, invest some time in keyword research to understand what your audience is searching for and how you can show up when they do. From there, determine your ad spend — how much you’re willing to pay to drive the right clicks.
With those basics in place, you’re ready to launch a PPC campaign that’s fast, focused, and measurable. And if you’re not sure where to start, Farinella is here to help you make every click count.
Here is a list of things you'll need before launching a PPC campaign:
Ideally, you’ll have a CRM (we use and love HubSpot) for tracking, follow-ups, and future campaigns.
What Are the Different Types of PPC Ads?
There are several types of PPC ad campaigns, and choosing the right mix depends on where your audience hangs out and how they like to engage.
Search ads show up on Google when someone searches for something you offer—this is the core of search marketing.
Display ads appear on websites your audience browses and are served through the Google Display Network, reaching people as they read news, watch videos, or explore content online.
Social ads run on platforms like Facebook and Instagram, while remarketing ads target people who’ve already visited your site.
Google Shopping ads are ideal for e-commerce, as they display your products directly in search results.
Want to run video ads? In-stream ads play before or during videos on YouTube. And if you’re selling on Amazon, Amazon PPC ads can boost visibility in search results.
With a well-structured Google Ads campaign, a properly set up Google Ads account, and smart insights from Google Analytics, Farinella helps you launch paid ads that actually deliver.
Pay Per Click FAQS
What Is Pay Per Click and How Does It Work?
Pay-per-click (PPC) is a digital advertising model where you pay only when someone clicks on your ad. It’s as simple as that.PPC is most commonly used in paid search campaigns, where your ads appear in search engine results when people look up terms related to your business.
Here’s how PPC works: set up a Google AdWords account, choose your keywords, create ads, and decide on an advertising budget. Then, you compete in a real-time auction for those keywords — higher relevance and better bids usually win.
With expert PPC campaign management services, like what Farinella offers, you can fine-tune your campaigns to maximize ROI and drive quality traffic to your site without wasting ad spend.
SEO vs. PPC: What's the Difference?
SEO and PPC both aim to get your business seen on a search engine, but they work in very different ways. SEO (Search Engine Optimization) is all about earning organic traffic by optimizing your website to rank higher in search results over time. PPC marketing — or search engine advertising — on the other hand, lets you pay to show up instantly at the top of results. With PPC advertising, you bid on keywords and only pay when someone clicks, giving you immediate visibility. Plus, you can use tools like negative keywords to avoid wasting budget on irrelevant searches. For fast, targeted results, PPC is your go-to, and Farinella can help you run smarter, more effective campaigns.
Why work with a PPC management company?
Working with a PPC management agency can save you time, money, and a whole lot of guesswork. A skilled PPC agency knows how to build high-performing campaigns, refine targeting, and optimize bids to get the most out of your ad spend. With access to advanced tools, analytics, and insights, they can quickly identify what’s working and what’s not. If you’re working with a Google Premier Partner, you’re also getting a team that’s certified, experienced, and up-to-date on the latest strategies and platform updates. Bottom line? Professional PPC marketing services help you run smarter campaigns that deliver real results.
How do Google ads work?
Google Ads works on a pay-per-click model, meaning you only pay when someone clicks on your ad. When you start running Google Ads, you choose keywords your potential customers might search for and create ads around them. Your Google Ads campaign then enters a real-time auction where Google decides which ads to show based on keyword relevance, bid amount, and ad quality. With expert PPC management services, your campaigns are strategically optimized to get the most out of your advertising dollars, driving more clicks, leads, and conversions. At Farinella, we help you cut through the noise and make Google Ads work smarter for your brand.
Does Microsoft advertising work?
Yes, Microsoft advertising absolutely works — especially if you’re looking to reach a different segment of search users that aren’t always on Google. Microsoft Ads appear on Bing, Yahoo, and other partner networks, often at a lower cost-per-click than Google Ads, making them a smart addition to your internet marketing strategy. With the right targeting, ad copy, and a well-optimized landing page, Microsoft Ads can deliver high-quality traffic and solid conversions. For businesses looking to diversify their reach and maximize ROI, Farinella can help build effective campaigns across both platforms.
Proven PPC Management Services
At Farinella, we know that real results don’t stop at the first click. As a full-funnel PPC company, we take a comprehensive approach to PPC services, targeting every stage of the conversion journey. From building awareness at the top to driving action and loyalty at the bottom, we don’t just generate leads, we help you nurture them, convert them, and keep them coming back.
With your dedicated account manager, we maximize your marketing efforts with compelling ads and optimized campaign performance.
