PPC Advertising
at Modal®
What is
PPC Advertising
?
PPC stands for Pay-Per-Click, one of the most common forms of digital advertising online. PPC ads can be run across various platforms, including Google, Facebook, Instagram, TikTok, YouTube, Pinterest, and LinkedIn. The idea is fairly simple, you pay only when someone actually clicks on your ad, in turn driving traffic to your website. Much like SEO, the PPC landscape can be highly competitive. While setting a higher budget or cost per click (CPC) can help, it doesn’t guarantee that your ad will rank above everyone else’s. PPC often requires a trial-and-error approach, especially during the first few months as we refine and optimise your ads to find what works best for your audience. Lastly, it’s worth noting that even the most effective PPC campaigns can’t guarantee conversions if your website isn’t user-friendly or optimised for visitors as they would expect.
Our Average Performance Stats for
PPC Advertising
1.6x
Return On Ad Spend (ROAS)
22%
Reduction in Cost Per Click (CPC)
3
Months to optimise Ad campaign
Service Features
Google Ads
Instagram Ads
Facebook Ads
YouTube Ads
LinkedIn Ads
TikTok Ads
Retargeting Campaigns
Ad Copywriting
Negative Keyword Optimisation
PPC Advertising
FAQs
How is PPC different from SEO?
PPC is a quicker way to drive traffic to your website, whereas SEO focuses on building long-term, organic visitors. PPC ads appear above organic search results on Google’s search page, offering immediate exposure, while SEO takes time for changes to update. An ideal strategy often combines both approaches, using PPC for immediate results and SEO for sustained growth. With PPC, your website can even appear twice on the same search results page in some cases: once in the paid ads section and again in the organic search results below. The last key difference is that PPC ads can run across multiple platforms, such as social media or e-commerce sites, offering a broader range of options beyond standard search engines i.e. Google.
Will I be charged if no one clicks on my ad?
No! With PPC, you only pay when someone clicks on your ad. However, there are two main costs to consider. The first is the fee for our team to manage and optimise your campaigns on your behalf (usually a 3 month retainer). The second is the monthly budget you set within the platform, such as Google Ads, which is billed directly to you based on your ad spend for that month.
How quickly can PPC start driving traffic to my website?
Unlike SEO, PPC can begin driving traffic to your site almost immediately after launch. That said, it usually takes around 2–3 months for your ads to reach optimal performance as we need a certain amount of traffic to analyse, which can take time, in order to inform the amends we make to the ads. During this time, we refine and test different ad variations to gather enough data for informed decisions of which ads to keep and which to get rid of. It’s a process of continuous improvement, and after three months, you can expect your campaign to be fully optimised, delivering the best results for your business.
Are there any catches with PPC ads?
One important thing to remember is that no matter how much you invest in PPC, your ads won’t succeed without a strong, fully-optimised website. Platforms like Google prioritise ads that direct users to high-quality content/websites. If your site is slow, lacks relevant information, or provides a poor user experience, your ads may also perform poorly, or not at all. Even if traffic reaches your site, poor internal functionality (unclear messaging, broken forms, or ineffective call-to-actions) will almost definitely lead to high drop off rates. A strong foundation, including good UX and design, is essential for PPC campaigns to also succeed.
How much does PPC cost?
PPC costs vary depending on your industry and competition. Highly competitive industries typically require higher budgets and Cost Per Click (CPC) limits. At Modal, we work on a monthly retainer model with a minimum commitment of three months. Most of our clients spend between £1k–£10k per month, depending on their goals and timelines. After three months, once we’ve fully optimised your campaigns, costs can often be reduced to a much lighter maintenance fee for ongoing management. It’s also worth noting that your ads budget (payments to Google or Instagram) is separate from our management fees and is paid directly to the relevant platforms.
What different platforms can you run PPC ads on?
PPC ads can be run on a variety of platforms based on your audience and goals. The most popular are search engines like Google Ads and Microsoft Advertising, which target users actively searching for products or services. Social media platforms like Facebook, Instagram, LinkedIn, TikTok, Twitter, Snapchat, and Pinterest also offer PPC options, ideal for reaching specific demographics. For e-commerce, platforms like Amazon, eBay, and Etsy are excellent for promoting products directly. Lastly, video-focused PPC campaigns can run on YouTube via Google Ads, although they often require high-quality video content created by a videographer or motion graphics specialist.
How do I know if my PPC campaign is successful?
Success in PPC campaigns is measured through clear, actionable metrics that align with your business goals. We provide detailed monthly reports that track key performance indicators (KPIs) such as click-through rates (CTR), conversion rates, cost per click (CPC), return on ad spend (ROAS), and overall campaign ROI. These insights allow us to evaluate how effectively your ads are driving traffic, generating leads, or increasing sales.
Our
PPC Advertising
Partners
We collaborate with globally recognised platforms and certified partners to ensure each project benefits from industry-leading innovation, robust infrastructure, and the expert support your business needs to shine online.
What our customers say about us...
5.0 from 70+ reviews
Modal did a such a great job of our website from start to finish. They went above and beyond to help us get the end result we wanted. Highly recommend!!!
Ben Rix
Dan Rix Physiotherapy
I could not be happier with the website Modal provided me with. They were great to work with and were so patient with me and generous with their time. They took my vision and made it so much better so I would highly recommend investing in them - thank you Modal!
Charlie Croker
Charlie Croker MUA
Modal offered a fantastic solution for my website rebrand and kept strong communication throughout the whole process. I would strongly recommend them for all future jobs!
Piers Campbell
August & Piers
I brought Modal on board to support with our business venture. The way they were able to visually bring to life our concept was exceptional. As the business continues to grow we will have no hesitation in utilising their services again.
James Watts
Inenco
