Pay per click marketing or pay per click advertising or popularly known as PPC is a form of advertising, which is done on Google platforms or on Facebook, LinkedIn or Twitter platforms to enhance your reach to the target market. Some people refer to only the Google advertising part as PPC, whereas some include the social media ads as PPC Ads. PPC Services or PPC marketing involves creating ads for specific keywords and generating leads from these ads by getting visitors to fill a form. On Google, there are two types of PPC Ads, Search ads & Display Ads. Search Ads are for specific search terms and it is based on the keywords that you want to target the ads for. The keywords could be broadly classified as Broad Match, Phrase match and exact match. As is obvious, you get maximum reach with broad match, but you can get a lot of unwanted traffic as well and lose money that way. Phrase match gets you filtered traffic to the ads and Exact match will get you a highly specialized audience for your ads. Once the ads are displayed, if the user clicks, the money gets debited from your adwords account and usually the user is taken to a landing page, which has more details about the service. If the user feels comfortable with the content served to him on the landing page, he feels comfortable to fill in the form on the landing page and submits it. Once you have form submissions, typically in PPC terms, we say that we have a lead conversion from PPC Ads.