Pay Per Click (PPC) is essentially a way of buying visits to your site, rather than attempting to “earn" those visits organically. Each campaign has hundreds of ads and keywords, keywords have bids set on them and work like an auction, the higher the bid, the higher your position.

It works by allowing advertisers (us, Maximum Leads) to bid for ad placement in a search engine's sponsored links when someone searches on a keyword that is related to their business offering. For example, if we bid on the keyword “PPC Glasgow", our ad might show up in the very top spot on Google's results page.

Every time our ad is clicked, sending a visitor to our website, we have to pay the search engine a small fee. When PPC is working correctly, the fee is trivial, because the visit is worth more than what you pay for it. In other words, if we pay £3 for a click, but the click results in a £300 sale, then we’ve made a hefty profit. However, not all clicks convert to sale.

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