PPC (pay-per-click) advertising means you pay a platform — usually Google — every time someone clicks your ad. The model is great for predictable lead flow; it's terrible if it's run badly.
When PPC works
When you have high-intent searches in your market (people Googling exactly what you do), when your average customer value justifies the cost per click, and when you have a landing page that actually converts.
When it doesn't
Low-margin products, ill-defined customer search behaviour, or a site that won't convert the traffic. Don't waste the spend.
Sensible budgets
Most Essex SMEs we work with spend £500–£3,000/month on ads, plus £495–£695/month management fee.
