PPC operates through an auction system. When a user searches a keyword or matches an audience segment, the ad platform runs a real-time auction to decide which ads to show and in what order. The winner is not always the highest bidder — platforms combine bid amount with ad quality and relevance to determine Ad Rank.
In Google Ads, Ad Rank is calculated using your bid, Quality Score, and expected impact of ad extensions. A high Quality Score can let you outrank competitors who bid more, at a lower cost per click.
The actual CPC you pay is calculated at auction time and is usually less than your maximum bid. Google charges just enough to beat the next competitor — so a $5 max bid might result in a $2.80 actual CPC if the next highest bid was $2.50.
PPC (cost per click) is one of two dominant pricing models in digital advertising. The other is CPM (cost per thousand impressions), where you pay based on how many times your ad is shown regardless of clicks.
Most B2B advertisers use PPC for bottom-of-funnel campaigns (search ads capturing active buyers) and CPM for top-of-funnel awareness (display and social). Google Search Ads are exclusively PPC. LinkedIn and Meta allow both models.
The largest PPC platform by volume. Search ads appear at the top of Google results for specific keywords. Display ads appear across the Google Display Network. Performance Max campaigns combine search, display, YouTube, and Shopping in one campaign type. Learn more about our Google Ads management service.
Smaller search volume than Google but often lower CPCs and a slightly older, higher-income demographic. Worth running in parallel with Google for most B2B advertisers. Campaigns can be imported directly from Google Ads.
The primary PPC platform for B2B targeting by job title, seniority, company size, and industry. CPCs are significantly higher than Google or Meta ($5–$15+) but targeting precision for complex B2B ICPs is unmatched.
Primarily B2C but viable for B2B companies with broader ICPs or lower deal values. CPCs are lower than LinkedIn but intent signals are weaker. Works well for retargeting and top-of-funnel awareness.
Profitable PPC starts with understanding the unit economics. Your maximum sustainable CPL is determined by your average contract value, close rate from lead to customer, and gross margin. Work backwards from those numbers to set bid targets before you launch.
We manage PPC campaigns as revenue systems, not traffic machines. Every engagement starts with conversion tracking verification and unit economics analysis before a single ad goes live. We optimise for pipeline and cost per qualified lead, not just clicks.
See our PPC management service or our approach to B2B lead generation to understand how paid search fits into a broader acquisition strategy.
We manage paid search campaigns built around revenue, not vanity metrics.