PPC is pay-per-click advertising, a model where advertisers typically pay when users click an ad.
It matters because paid search can spend budget quickly. Knowing this term helps teams control intent, targeting, bidding, creative, conversion tracking, and lead quality instead of optimizing for surface-level clicks.
Example
A plumbing company receives 60 paid ad clicks at an average cost of $8, spending $480. Those clicks produce six inquiries. The PPC report explains traffic cost; reviewing the inquiries separately shows whether that spend reached suitable customers.