Paid search is a type of online advertising where you pay to appear at the top of search engine results—usually on Google. It’s commonly known as PPC (Pay-Per-Click) because you’re charged each time someone clicks on your ad.
When someone types in a keyword related to your service—like “web designer in Barcelona” or “best SEO audit tools”—paid search lets you jump the queue and show up immediately, even if your site isn’t ranking organically yet.
How it works
The most popular paid search platform is Google Ads, though Bing Ads is also used in some markets. Here’s how it works:
- You choose keywords
You pick the search terms you want your ad to appear for (e.g. “WordPress care plan” or “custom plugin developer”). - You create an ad
This usually includes a headline, a short description, and a link to a specific page on your site. - You set a budget
You decide how much you’re willing to spend per day, and how much you’ll pay per click (this can range from a few cents to several euros, depending on competition). - Google ranks the ads
It’s not just about the highest bidder. Google also considers ad quality, relevance, and landing page experience to decide which ads appear and in what order.
Paid search vs. SEO
It’s easy to confuse paid search with SEO, but they serve different roles:
- SEO (organic search) is about building long-term visibility by earning your place in search results.
- Paid search gives you immediate visibility—but only while you’re paying.
In a perfect world, they work together. Paid search can bring in leads while your SEO is ramping up.
When is paid search useful?
Paid search is especially effective when:
- You need leads fast (e.g. launching a new service)
- You’re targeting high-intent searches (like “hire a WordPress developer”)
- You’re in a competitive niche where organic rankings are tough
- You want to test new offers or landing pages
- You’re running a time-sensitive promotion
But it’s not a set-and-forget tool. You need to actively manage your campaigns to avoid wasting money on the wrong clicks.
What can go wrong?
Paid search can be powerful—but also expensive if mismanaged. Common pitfalls:
- Targeting too many broad keywords
- Sending traffic to a weak or irrelevant landing page
- Poorly written ad copy
- Not tracking conversions or return on ad spend (ROAS)
- Competing against big-budget players without a clear strategy
That’s why it’s often best to start with a narrow focus and optimize from there.
Bottom line
Paid search is a high-impact, fast-moving channel that can deliver immediate results—if you know what you’re doing. It’s not the cheapest option, but when used strategically, it can generate qualified leads, validate offers, and drive traffic when and where you need it most.
