PPC advertising

PPC — pay-per-click advertising — is the fastest way to bring in traffic, and the fastest way to lose money if you’re not clear on cost and outcome. Here we focus on what genuinely matters for a small business: how to build a budget, which metrics to track beyond clicks and impressions, and how to avoid automated decisions that look good in the dashboard but don’t bring customers. It ties in closely with the Google Ads and Meta Ads articles.