Paid Search / PPC
Online advertising where you pay each time someone clicks your ad in search engine results. PPC stands for Pay-Per-Click, and Google Ads is the most common platform.
Why It Matters for Your Business
PPC gives you instant visibility at the top of Google search results, but at a cost. Every click costs money, and costs keep rising as more businesses compete. For Space Coast businesses, PPC makes sense in specific situations: launching a new business, filling seasonal gaps, or targeting high-value keywords where you don't yet rank organically.
The trap: becoming dependent on PPC without investing in SEO. The moment you stop paying, you disappear completely.
How It Works
Google Ads (PPC) operates on an auction system:
The most expensive PPC mistake: running ads without conversion tracking. If you can't measure which clicks turn into calls and bookings, you're spending blind. Set up conversion tracking before spending a single dollar.
A Viera chiropractor spent $1,200/month on Google Ads with no conversion tracking and thought it wasn't working. After setting up call tracking and dedicated landing pages, they discovered the ads were generating 18 new patients per month at a cost of $67 per patient, a strong return they almost abandoned.
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