Pay-Per-Click (PPC) advertising is a digital marketing model where advertisers pay a fee each time someone clicks on their ad. Platforms such as Google Ads and Microsoft Advertising allow businesses to bid on keywords relevant to their products or services. When users search for those terms, ads may appear in search results or across partner networks. PPC campaigns can target specific audiences, locations, and interests, making them highly effective for generating website traffic, leads, and conversions while maintaining control over advertising budgets and performance.