What is PPC and how it works

What is PPC and how it works for SaaS/eComm?

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by

Jyotsana Ale
in

…with memes, mistakes, and money at stake.

Let’s start with the real truth: PPC sounds like a finance term you nod along to in meetings but secretly Google later. (“Pay Per Click… okay, yes, I totally knew that.”)

But once you actually get it, PPC is like the friend who only asks for money after doing the job. Not before. Not monthly. Just every time they make someone click on your ad.

PPC, in a nutshell:

PPC = You run ads. Someone clicks. You pay.

No click? No charge.

Clicks? Ca-ching (and also your wallet goes ching).

Think of it like renting space on the internet except you’re only paying rent when someone walks through your digital door.

A guy on Reddit once shared how he set up Google Ads for his SaaS tool and forgot to set a daily budget. Woke up to AED 800 gone and only three clicks (one was probably his own mom). Moral of the story? PPC is powerful only when used with brain cells.

On the flip side, a small candle business ran a PPC campaign targeting “home décor lovers in Dubai” and ended up with 12 sales from a single AED 50 spend. That’s basically one candle ad to rule them all. Targeting and timing? On point.

How PPC Actually Works for SaaS and E-Comm:

For SaaS:

  • People don’t usually buy SaaS on the first click.
  • So PPC is used for:
    • Free trials
    • Book a demo
    • Lead generation (emails = gold)
  • It’s less “Buy now!” and more “Let us prove we’re worth your time.”

For E-commerce:

  • It’s faster.
    • See ad > Like it > Add to cart > Buy > Instant dopamine.
  • Best for:
    • Product launches
    • Offers & discounts
    • Retargeting the I forgot my cart crowd….

Imagine you’re selling mango juice.

  • SaaS version: You give out free sips (demo/trial). If people like it, they subscribe to a monthly mango box.
  • E-comm version: You show them the juice bottle, shout “Limited stock!” and they click Buy Now before someone else drinks it.

PPC isn’t magic. But it feels like it when it works.

  • Know your audience
  • Set your budget
  • Track results (please don’t forget this part)
  • Test & tweak like a mad scientist

And if you ever feel overwhelmed? Just know even the top marketers started with “why is my ad showing in Alaska or somewhere haha?”

Follow for more digital adventures, experiments, and marketing that makes sense (and some money money money!!!)

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