—
P
Pay-Per-Click (PPC)
Definition
Pay Per Click (PPC) is a digital advertising model where businesses pay a fee each time a user clicks on their ad. It drives targeted traffic to websites, landing pages, or lead-generation campaigns.
Expanded Explanation
PPC campaigns run on platforms like Google Ads, LinkedIn Ads, and Microsoft Advertising. Advertisers bid on keywords (e.g., “corporate training software”) or target specific audiences (e.g., HR managers at mid-sized enterprises). Ads appear in search results, social feeds, or third-party websites, with payment only for actual clicks.
For B2B SaaS and consulting businesses, PPC is beneficial because:
Immediate visibility: Competes in crowded markets at no cost, therefore great for branding
Precision targeting: Reaches decision-makers like CFOs or IT directors with tailored messaging.
Measurable ROI: Tracks metrics like cost per lead (CPL) and conversion rates to optimize spending.
Practical Application for B2B SaaS/CaaS
PPC campaigns run on platforms like Google Ads, LinkedIn Ads, and Microsoft Advertising. Advertisers bid on keywords (e.g., “corporate training software”) or target specific audiences (e.g., HR managers at mid-sized enterprises). Ads appear in search results, social feeds, or third-party websites, with payment only for actual clicks.
For B2B SaaS and consulting businesses, PPC is beneficial because:
Immediate visibility: Competes in crowded markets at no cost, therefore great for branding
Precision targeting: Reaches decision-makers like CFOs or IT directors with tailored messaging.
Measurable ROI: Tracks metrics like cost per lead (CPL) and conversion rates to optimize spending.
Example
SaaS Example:
An EdTech SaaS company promoting corporate training software runs Google Ads targeting keywords like “SCORM compliant LMS for enterprises.” They bid €8 per click, driving HR managers to a landing page offering a free ROI calculator. The campaign generates 50 demo requests at a 40€ CPL.
CaaS Example:
A Compliance Consulting firm uses LinkedIn Ads to promote a “GDPR Training Workshop for SaaS Teams.” They target compliance officers at SaaS startups with ad copy like “Avoid Fines – Book Your Workshop Today.” Each 12€ click leads to a webinar registration page, resulting in 20 high-intent leads.