# PPC

PPC is a pricing model for ads where you pay each time someone clicks, not for the ad being shown.

Source: https://ibenta.no/en/glossary/ppc
Publisher: Ibenta (https://ibenta.no)
Updated: 2026-09-27

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PPC is the way you pay, not a tool of its own. Search ads in Google Ads are the best-known example, and many other ad platforms offer the same model. The price you pay for each click is called [CPC](/en/glossary/cpc).

## What it means for you

With PPC you only pay when someone actually lands on your website. That is a good starting point. But a click is not a customer. If you pay NOK 30 per click and none of the visitors get in touch, you have paid anyway.

So PPC stands or falls on the page people land on. A good ad that sends people to a slow or unclear page is an expensive hobby.

The alternative is paying per thousand impressions, [CPM](/en/glossary/cpm). That suits you better when the goal is for many people to see your name, not for them to click straight away.

## A worked example

Set aside NOK 3,000 for a month of ads. At NOK 30 per click, that buys 100 visits. If 5 of them get in touch, each enquiry has cost NOK 600. That number is called [CPA](/en/glossary/cpa). Work out what an enquiry is worth to you before you start, and you will know how much you can afford to pay per click.