Pay-Per-Click (PPC)

Online advertising where the advertiser pays each time someone clicks the ad, most commonly on Google and social platforms.

How Small Businesses Should Choose Their First Marketing Channels

A practical framework for deciding where a service business should spend its first marketing dollars.

Setting a Google Ads Budget for a Small Law Firm

How to work backward from case value to a monthly budget you can sustain.

Cost Per Lead (CPL)

The average amount spent on marketing to generate one inquiry from a potential customer. Calculated by dividing total spend by the number of leads in the same period.

Cost Per Acquisition (CPA)

The average marketing cost to win one paying customer, not just a lead. The most important paid-media number for a small business.