Basics and budget
What PPC is, what it costs, how to work out a budget and which metric actually decides.
What is PPC advertising and when is it actually worth it
PPC is not “ads on Google”. It is an auction where you pay for attention — and it only pays off when you know your margin and people are actively searching for what you sell. Here is the whole mechanism without the gloss.
Article library →How much does PPC advertising cost in 2026
There is an honest answer to “what does it cost”, it just is not a single number. It splits into media, work and tools — and most benchmarks circulating online do not apply to your market. Here is the breakdown and how to work out your own figure.
Article library →PPC budget: why double the money never doubles the orders
The number that decides a budget is not average cost per conversion but marginal — the cost of the conversion the last unit of spend brings. It is always higher, it can be calculated, and it changes everything.
Article library →ROAS, CPA, CAC and LTV: which number actually decides
Most arguments about PPC results are arguments about the metric, not the performance. A ROAS of 6 can be a win or a loss. Here is the converter between all of them, the ceiling each implies from your margin, and one table you can rewrite with your own number.
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