Stop Wasting Ad Spend. Turn Clicks Into Customers

PPC, or Pay-Per-Click, is a type of paid advertising where you only pay when someone clicks on your ad. It works like an auction — advertisers bid to show up in front of potential customers, and the highest-quality, most relevant ads win better placement.

PPC is most commonly seen as sponsored results in Google search, but it also includes:

• Display ads (banners across websites)
• Shopping ads (product listings in search)
• Social media ads (on platforms like Facebook, Instagram, and LinkedIn)

Whether you’re trying to drive traffic, generate leads, or promote a sale, PPC offers a fast and targeted way to get in front of the right audience

PPC costs aren’t fixed, so it’s tough to give a straight answer on how much it typically costs. What you pay per click depends on a few key factors like how competitive the keyword is (how many advertisers want that spot), your industry (some cost more than others), your location, and even how well your ad campaign is optimized.

While modern PPC platforms have done a great job of leveling the playing field, giving small businesses a shot at competing with big brands (costs can still vary quite a bit).

That’s where a PPC agency like Motoza comes in. Our goal is to make sure you’re getting the most bang for your buck with every click, by targeting the right audience, using smart bidding strategies, and constantly improving campaign performance.

Where you should advertise really depends on your business, product, service, and overall marketing goals. Each platform brings its own strengths to the table, and when used strategically, they can all deliver great results. That said, here’s a quick rundown of how the major platforms typically stack up:

Google Ads is probably the most well-rounded of all the advertising platforms. It gives you a ton of flexibility, offering everything from Google Guaranteed for local services, Local Maps Ads to boost visibility in your area, traditional search ads for people actively looking for what you offer, and even banner and video ads to prospect and build awareness. Whether you’re trying to drive leads, sell products, or get your name out there, Google Ads can meet you where you are.

Meta Ads (Facebook & Instagram) shine when it comes to brand awareness, retargeting, and visual storytelling. Their targeting capabilities, based on interests, behavior, and demographics, are incredibly powerful and can be used effectively across many types of businesses. Whether you’re launching a new product or staying top-of-mind with people who’ve already visited your site, Meta is a great place to be.

Pinterest Ads are perfect for product promotions and businesses looking to reach audiences in the lifestyle, home, event, and female-driven markets. People go to Pinterest to plan and get inspired, so if your business fits naturally into that mindset (think home decor, fashion, beauty, or event services), it’s a great platform to explore.

LinkedIn Ads are hands down the best choice for B2B lead generation and professional services. Because it’s the premier platform for business relationships, LinkedIn is ideal for companies looking to promote their expertise, share thought leadership, or connect with decision-makers. If your goal is to reach professionals by job title, industry, or company size, LinkedIn should definitely be part of your marketing mix.

PPC advertising comes with a lot of advantages especially for small to mid-sized businesses that need flexibility and fast results. One of the biggest perks is that it opens the door to advertising at budgets that were once out of reach for most businesses. Beyond that, PPC offers a range of benefits, including:

• Highly Targeted – You don’t have to blindly run ads and hope for the best. With PPC, you can target the right people, at the right time, in the right place, based on search intent, interests, location, device, and more.
• Fast Results – Once your ads are live, they can start generating clicks and traffic almost immediately. It’s a great way to quickly test offers, launch promotions, or jump-start lead generation.
• Budget Control – Set your ad spend by the day or by the month. You can easily scale up, scale down, or pause campaigns depending on your goals and situation.

Measurable Performance – Every click, impression, and conversion is trackable. With proper analytics in place, we can clearly measure ROI and optimize campaigns based on real data, not guesswork.

One of the great things about PPC is that it’s highly measurable. Since everything happens online, you have access to a wide range of data points to help track performance and see what’s working (and what’s not). Some of the most common KPIs used to measure PPC success include:

• Cost Per Click (CPC) – How much you’re paying on average for each click.
• Click-Through Rate (CTR) – The percentage of people who see your ad and actually click it.
• Conversion Rate – How many of those clicks turn into leads, sales, or other meaningful actions.
• Cost Per Conversion – How much you’re spending to get a single conversion or lead.
• Impressions – The number of times your ad is shown to users.

Depending on your campaign goals, whether it’s lead generation, e-commerce, brand awareness, or retargeting, there are many other KPIs that can be tracked and evaluated. The key is knowing which metrics matter most for your specific objectives and making sure you’re optimizing toward those.

Platforms like Google Ads do a great job providing support and tools to help you get your ad account up and running. But when it comes to running campaigns that are truly optimized and cost-effective, working with an experienced agency can make all the difference. Here’s why:

We Focus on Your ROI

Yes, setting up an ad account is fairly straightforward. But making sure that account is performing well — that’s where things get tricky. There are tons of variables that impact your ad costs and effectiveness, and without a strategic approach, you could be overspending without even realizing it. A good PPC agency isn’t just focused on getting you more clicks or leads; it’s focused on maximizing your budget and delivering the best return on investment (ROI) by lowering your cost-per-click (CPC) or cost-per-thousand impressions (CPM) wherever possible.

Access to Expertise

Running successful paid campaigns takes a combination of technical know-how, experience, and strategy. As an agency managing campaigns across various industries and platforms, we’ve seen what works (and what doesn’t) in all kinds of scenarios. That collective experience gives us a huge edge when it comes to optimizing your campaigns, far beyond what you’d typically get from ad platform support or most freelancers.

Ongoing Management & Optimization

PPC isn’t a “set it and forget it” kind of strategy. Ads need to be monitored, tested, and adjusted regularly to stay effective. Whether it’s managing budgets, testing new creatives, refining targeting, or reacting to market shifts, having a team keeping a close eye on your campaigns helps ensure you’re making the most of every opportunity.

Still have questions about paid advertising? Check out our Insights section to dig deeper into PPC strategies, trends, and tips.