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All lessons in Google Ads for Beginners Lesson 0.1 of 24

Module 0: Introduction to PPC

  1. 0.1What is PPC?
  2. 0.2PPC vs SEO vs SEM
  3. 0.3How the Google Ads auction works
  4. 0.4PPC platforms compared

Module 1: Planning Your First Campaign

  1. 1.1Setting PPC goals
  2. 1.2Setting a Google Ads budget
  3. 1.3PPC keyword research
  4. 1.4Google Ads keyword match types
  5. 1.5Negative keywords

Module 2: Building the Campaign

  1. 2.1How to create a Google Ads account
  2. 2.2Campaign and ad group structure
  3. 2.3Location, language, and schedule
  4. 2.4Google Ads bidding strategies

Module 3: Writing Ads That Get Clicks

  1. 3.1How to write responsive search ads
  2. 3.2PPC ad copy formulas
  3. 3.3Google Ads assets
  4. 3.4PPC landing page best practices

Module 4: Tracking Results

  1. 4.1Google Ads conversion tracking
  2. 4.2What is Quality Score?
  3. 4.3PPC metrics that matter
  4. 4.4Google Ads search terms report

Module 5: Optimizing and Scaling

  1. 5.1Your first 30 days
  2. 5.2Common Google Ads mistakes
  3. 5.3Your PPC action plan

What is PPC?

This lesson covers

  • The pay per click meaning, in plain words
  • How to tell a paid search ad from an organic result
  • What cost per click means and how you are charged
  • When PPC makes sense for a small business

Short answer

PPC, or pay per click, is online advertising where you pay each time someone clicks your ad. On Google Search, these ads carry a “Sponsored” label. You choose keywords, set a budget, and Google shows your ad to people searching for those words. No click means no charge.

What pay per click means

Think of a jeepney signboard. You pay the driver to put your shop’s name on it, whether people read it or not.

PPC works differently. You only pay when a person shows real interest by clicking your ad.

Here are the basic terms:

  • Advertiser: the business paying for the ad. That could be you.
  • Keyword: a word or phrase people type into Google, like “cake delivery Legazpi.”
  • Click: when someone taps or clicks your ad.
  • Cost per click (CPC): the amount you pay for one click.
  • Landing page: the page people reach after clicking your ad.

Google Ads is the biggest PPC platform. Microsoft Ads and Meta Ads also use this model. You will compare them in Lesson 0.4.

When you search on Google, you see a search engine results page, or SERP. It has two main kinds of results.

Paid search results are ads. Businesses pay to appear there. Google marks them with a bold “Sponsored” label. They usually sit at the top of the page, and sometimes at the bottom.

Organic results are free listings. Google ranks them based on how useful and relevant the page is. No one can pay Google to rank higher here. That is the job of SEO, which you can learn in our SEO for Beginners course.

CluePaid (sponsored)Organic
LabelShows “Sponsored”No label
PositionTop or bottom of pageMiddle of page
Cost to businessPays per clickFree per click
SpeedShows the same dayCan take months

How you get charged

Say you run an aircon cleaning service in Quezon City. You want customers who search “aircon cleaning near me.”

How pay per click works: search, ad shown free, click is paid, landing pageSearch“aircon cleaningnear me”Ad showsImpression₱0ClickYou pay theCPC, e.g. ₱18Landing pageVisitor seesyour offerYou pay only at the clickViews are free. Clicks cost money.
Under cost per click bidding, impressions are free. You pay when someone clicks.
  1. You add that keyword to your Google Ads account.
  2. You set the most you are willing to pay per click, for example ₱25.
  3. Someone in Quezon City searches the keyword.
  4. Google runs a quick auction and may show your ad.
  5. The person clicks. You pay a cost per click, often less than your maximum.

If 100 people see your ad but only 6 click, you pay for 6 clicks. The 100 views are called impressions. Under cost per click bidding, impressions are free.

The auction that decides who appears is covered in Lesson 0.3. Real costs in pesos are in Lesson 1.2.

When PPC makes sense

PPC is a good fit when you need customers soon, people already search for what you sell, you can track calls or orders from the ad, and you have a small, steady budget to test with.

It is a weaker fit when nobody searches for your product yet, your website is slow on mobile, or you cannot afford to test for a few weeks. You will compare PPC and SEO side by side in the next lesson.

Try it: ad or organic?

Here is a mock Google search for “aircon cleaning near me.” Decide if each result is a paid ad or an organic result.

Is each result a paid ad or organic?

  • Sponsored · coolfixqc.ph · Aircon Cleaning QC | Same-Day Service

  • Sponsored · breezepro.ph · ₱499 Window Aircon Cleaning Promo

  • homeguide.ph · How Often Should You Clean Your Aircon?

  • localdirectory.ph · Aircon Cleaning Services in Quezon City

  • tipidtips.ph · Aircon Cleaning: DIY Steps

  • Sponsored · chillmasters.ph · Aircon Repair and Cleaning, Free Check-Up

Quick quiz

1. What does PPC stand for?
2. Your ad was seen 200 times and clicked 8 times. How many clicks do you pay for?
3. How do you spot a paid result on Google?

Common mistakes

  • Thinking PPC means paying for views. On search campaigns, you pay for clicks, not impressions.
  • Assuming the top result is the best business. It may simply be the advertiser who paid.
  • Clicking your own ads to check them. This wastes your budget. Use Google’s Ad Preview tool instead.
  • Treating PPC and Google Ads as the same word. PPC is the model. Google Ads is one platform.

Your action

Search Google for three products or services you would buy this week. Count the results with the “Sponsored” label, and note which businesses paid to appear.

Key terms

PPC (pay per click)
Advertising where you pay for each click on your ad.
Paid search
Ads shown on search engines like Google.
Sponsored results
Ads on Google, marked with a “Sponsored” label.
Organic results
Free listings Google ranks on its own.
SERP
The search engine results page.
Cost per click (CPC)
What you pay for one ad click.
Impression
One time your ad is shown.

Questions beginners ask

What is PPC in simple words?

PPC means pay per click. You pay a platform like Google to show your ad, but you are charged only when someone clicks it.

Is PPC the same as Google Ads?

Not exactly. PPC is the pricing model. Google Ads is the biggest platform that uses it.

How do I know if a Google result is an ad?

Look for the bold “Sponsored” label above the result. Organic results do not have it.

Do I pay if someone only sees my ad?

For most search campaigns, no. You pay when someone clicks.

Related lessons

Want someone to run your Google Ads while you learn? The team at Remar Digital can help.