What is paid search?
Paid search is a form of advertising where businesses pay to have their ads appear on search engine results pages when people search for specific keywords. Most paid search is bought on a pay-per-click basis.
Last reviewed .
How paid search works
You choose keywords, write ads, and set bids and a budget. When someone searches, the platform runs an auction among eligible ads and shows the winners, labeled as sponsored.
You typically pay when someone clicks, not when the ad is shown. The price depends on competition and on how relevant the ad and page are to the search.
Why advertisers use it
Paid search reaches people while they are actively looking for something, so intent is often high. It can also start working quickly and gives detailed data on cost and results.
Paid search versus organic search
Organic results earn their place through SEO, and paid results are bought. Paid search gives you more control over timing and message, while organic results take longer to build but don't charge per click. Many businesses use both.
Common questions
Is paid search the same as PPC?
They overlap. PPC is a pricing model used in paid search and elsewhere, while paid search is the channel of ads on search results pages.
Which platforms offer paid search?
Google Ads and Microsoft Advertising are the best-known examples. Some other search engines and marketplaces also offer paid placements.
How much does paid search cost?
It depends on your keywords, competition, and quality. You set a budget, and costs per click vary by industry and search.
How is paid search different from SEM?
SEM, or search engine marketing, is the broader term. It often means paid search specifically, and some people use it to include SEO as well.
Want help putting this to work?
Tell us where your marketing stands today, and we'll show you what to do first.