As the former head of marketing at two different tech companies, I can tell you firsthand: You can optimize your content for search engines all day, but sometimes, pay-per-click advertising — or PPC — is the way to go.

In this blog post, I’ll walk through everything I’ve learned about how to run Google Ads, from creating your account to launching your first campaign.

Of course, PPC is just one part of an effective marketing strategy. And remember: Your competitors are likely buying ads for the same search terms and keywords you’ll be targeting, so standing out from the crowd can be challenging.

But if you’re struggling with a limited organic presence and want to boost ROI fast, I’m here to tell you that paid ads might be your best bet for driving traffic to (and conversions from) your website.