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What Is Paid Search?
Ads & Paid
Updated 18 September 2026
Quick Answer
Paid search is advertising that appears within search engine results, typically labeled 'Sponsored,' triggered by specific keywords a business bids on — commonly synonymous with PPC on platforms like Google Ads.
Paid Search vs. Organic Search — What's the Difference?
| Paid Search | Organic Search | |
|---|---|---|
| Cost | Requires payment per click or impression | Free, earned through relevance and SEO |
Why It Matters
- It places a business directly in front of people actively searching for exactly what they offer, at the moment of highest intent.
- Results stop the moment spending stops, unlike organic search rankings which persist without ongoing payment.
How It Works
- A business bids on keywords relevant to its offering.
- Its ad appears within search results, labeled as sponsored, when someone searches those terms.
- Payment is typically made per click through to the business's website.
Key Takeaways
- Paid search places ads within search results for specific bid-on keywords.
- It captures high-intent searchers immediately, unlike organic search which takes time to build.
- It's closely related to, and often used interchangeably with, PPC.
Frequently Asked Questions
Is paid search the same as PPC?
They're very closely related — paid search specifically refers to ads within search results, while PPC is the broader pricing model that also applies to other ad formats.
How much does paid search cost?
It varies enormously by industry and keyword competitiveness, from pennies to £10+ per click for competitive terms.
Should a small business use paid search?
It's often effective for capturing high-intent searches immediately, especially alongside a longer-term organic SEO strategy.