You (the advertiser) pay for PPC clicks, not the person who clicks, and you’re billed by the ad platform (like Google Ads, Microsoft Ads, or Meta) under the rules of that platform and your campaign settings.
In the classic pay-per-click setup, your business is charged when someone clicks your ad and the click is recorded as valid. That charge comes out of your campaign budget, and the platform collects it. If you hire us or another agency, you’re still the one funding the ad spend, and you also pay the management fee separately unless your contract says the agency is fronting spend (rare, and usually temporary). If you’re running ads for a franchise or multi-location group, the paying party is simply whoever owns the ad account’s billing profile.
One point that trips Orlando businesses up: not every campaign is billed “per click” even when it feels like PPC. For example, some social campaigns can be billed per impression unless you choose a link-click or conversion-focused option. With Google Ads, you might also pay for other actions depending on the campaign type (like calls, app installs, or conversions), but the payer is still the advertiser account.
What about bad clicks, repeat clicks, or competitors clicking? Platforms have invalid-traffic systems and typically filter or credit obvious junk activity, but no system is perfect. That’s why we watch search terms, location settings, and click quality, and we send paid traffic to landing pages that can actually turn a click into a call or form fill. If you want help building and managing campaigns the right way, our PPC management service covers both the ad account setup and ongoing optimization. And if your clicks are landing on a page that’s slow or confusing, tightening up the fundamentals in website design often cuts wasted spend fast.
If you’re trying to connect the dots between the click and the lead, our FAQ on SEO tools like Google Analytics and Search Console explains the tracking basics, and our FAQ on what makes a good small business website helps you spot the page issues that turn paid traffic into missed opportunities.
