PPC, or pay-per-click, is online advertising where you pay only when someone clicks your ad, not when it shows. You bid on the terms your customers type into Google, your ad

How search really works now, and where UK businesses should focus.  If you run a UK business, nearly every customer you’re trying to win starts on Google, which handles around 91% of the country’s searches.

For a year, agencies have sold “AEO” and “GEO” as new disciplines with new retainers, and marketing budgets have quietly moved to chase them. On 15 May 2026, Google ended