There are several different types of PPC; the most common type is paid search ads. These ads appear when people search for services online using a search engine like Google, especially when performing buyer intent searches, meaning that they're looking for services or products.
This could be anything from a mobile search (someone looking for a "bariatric surgeon near me" on their phone), a local service search on a laptop (someone looking for a doctor in their area), or a voice search (Ok Google, find the best orthodontist near me).
Advertisers cannot simply pay more to ensure that their ads appear more prominently or above their competitor’s ads.
All ads are subject to the Ad Auction algorithm, an entirely automated process that Google and other search engines use to determine the relevance and validity of advertisements that appear on their results page.
Now, we'll admit that ads are one of the easiest ways to get traffic to your site and patients through the door if you are looking for instant gratification.
As a long-term strategy, there are better options.