PPC stands for "pay-per-click" and is a digital advertising model where advertisers pay only when someone clicks on their ad. It is a fast way to drive traffic to a website and is used on platforms such as Google Ads, Facebook Ads, and LinkedIn Ads. To work well, it is key to choose the right keywords, segment the audience, and optimize ads with good text and images. If managed correctly, a PPC campaign can generate leads with a good return on investment.