PPC (Pay-Per-Click) is important because it helps you reach potential customers quickly and efficiently. Unlike waiting for organic search rankings to improve, PPC lets you show up at the top of search results almost instantly. It’s a great way to drive targeted traffic to your site, build brand awareness, and boost conversions—all while giving you control over your ad spend.

PPC covers a few different types of ads, each tailored to different goals. There’s Search Ads, which show up on search engine results pages; Display Ads, which appear on websites that partner with Google or other ad networks; Shopping Ads, which showcase products directly on Google Shopping; Video Ads, often seen on platforms like YouTube; and even Remarketing Ads, which target people who have already visited your site. Each has its own strengths depending on what you’re looking to achieve!

PPC can start showing results pretty fast, sometimes even within a few hours! However, for the best results, it usually takes a few weeks of fine-tuning to see consistent performance. It’s a process of analysing, adjusting, and optimising your ads to really hit those sweet spots with your audience.

PPC and SEO both help you appear in search results but in different ways. PPC ads are paid placements that appear at the top or bottom of search results, while SEO is all about optimising your website to show up organically. PPC gets you fast visibility, but you pay per click, while SEO is free traffic but takes time to build up. Both are great together—PPC gives instant traffic, and SEO brings long-term, sustainable results.

While PPC doesn’t directly improve your SEO rankings, it can have an indirect effect. Running PPC ads can drive more traffic to your site, increase brand awareness, and provide valuable data on what keywords and messages resonate with your audience. This can all help shape your SEO strategy and boost your organic presence in the long run.

For many businesses, yes! Google Ads can be a fantastic way to reach people actively searching for what you offer. It’s especially valuable if you have clear goals, like boosting sales or generating leads. Plus, with the right setup and optimisations, you can control costs and make sure you’re getting a solid return on your investment.

To appear in Google Shopping results, you’ll need a Google Merchant Center account where you upload details about your products. Once your products are approved, you can create Shopping Ads in Google Ads to promote them. It’s a visual way to attract people actively searching for items like yours.

Getting the best results from Google Ads involves a mix of strategy and regular optimisation. Start by setting clear goals, choosing the right keywords, and writing compelling ad copy. Then, monitor your results closely and make tweaks along the way—like adjusting bids, refining keywords, and testing different ad formats. A/B testing and smart adjustments are key to maximising performance.

Google Shopping works by showing product ads with images, prices, and brand info directly on Google search results. These ads come from product data you upload to Google Merchant Center, and they appear when people search for similar items. It’s a powerful way to showcase products visually and get in front of shoppers with high intent.

The budget depends on your goals, industry, and competition. For smaller businesses, starting with a few hundred pounds a month can work to test the waters. However, in competitive markets, you may need a larger budget to see consistent results. It’s best to start with an amount you’re comfortable with and then adjust based on performance as you go.