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Guide

A Beginner's Guide to PPC Advertising for Business Growth

Pay-per-click (PPC) advertising lets you show ads in search results and on other sites, paying only when someone clicks. This guide explains how it works and how to launch a sensible first campaign without wasting budget.

Published by SEO Consultancy · Last reviewed

How the ad auction works

Every time someone searches, Google runs an auction among advertisers bidding on matching keywords. Your position depends on your bid and on Ad Rank factors such as ad relevance, expected click-through rate and landing page experience. Better ads can win cheaper clicks.

Setting up your first campaign

  • Define one clear goal — calls, form enquiries or sales
  • Set up conversion tracking before launch
  • Start with a Search campaign focused on a single service
  • Choose a handful of high-intent keywords using phrase and exact match
  • Add negative keywords such as "free", "jobs" and "DIY"
  • Write two or three responsive search ads
  • Send clicks to a relevant landing page, not your homepage
  • Set a daily budget you are comfortable testing for at least a month

Key metrics

Click-through rate (CTR)

The share of people who saw your ad and clicked it.

Cost per click (CPC)

What you pay, on average, for each click.

Conversion rate

The share of clicks that became a lead or sale.

Cost per acquisition (CPA)

Total spend divided by conversions — the figure that matters most.

Common beginner mistakes

  • Using broad match without negative keywords
  • Accepting every automated recommendation without review
  • Judging results after only a few days
  • Running ads without conversion tracking

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