PPC stands for Pay-Per-Click. It's a type of online advertising where you only pay when someone actually clicks on your ad. No click = no charge. This makes it one of the most efficient forms of advertising available to businesses today.
Google search results showing sponsored PPC ads at the top
How Does PPC Work?
When someone searches on Google (e.g., "dentist in Delhi"), Google runs an instant auction among all businesses bidding for that keyword. The winners appear at the top of search results with a small "Sponsored" label. You set a maximum amount you're willing to pay per click — this is your bid. Google then shows your ad based on your bid and your ad quality score.
What a Google Ad Looks Like
What is Quality Score?
Google doesn't just give the top spot to whoever bids the most. They use a Quality Score (1-10) that measures how relevant your ad is to the search query, how good your landing page is, and your historical click-through rate. A high Quality Score means you can rank higher while paying less per click than a competitor with a lower score.
How Much Does PPC Cost in India?
The cost per click varies massively by industry. For competitive industries like legal services or insurance, a single click can cost ₹500-1000. For less competitive local businesses, you might pay ₹20-100 per click.
PPC vs SEO — What's the Difference?
SEO gets you free, organic traffic but takes 3-6 months. PPC gets you paid traffic instantly — the moment your campaign goes live, you can appear at the top of Google. Most businesses use both: PPC for immediate results while SEO builds up over time.
Planning your Google Ads strategy for maximum results