Pay-per-click, or PPC, is an advertising pricing model where the advertiser pays for clicks. Google Ads also calls this cost-per-click pricing. The chargeable click is a different event from the enquiry or booking that a business may want the visitor to complete. Source: Google Ads: Cost-per-click definition

Connect the spend to a task

For an illustrative travel campaign, choose one action, such as a completed tailor-made holiday enquiry. Agree the budget, destination page and measurement before launch. This makes the campaign review about a defined business outcome, with clicks as one part of the journey.

Keep the stages visible

Review ad clicks, completed enquiries and qualified enquiries as separate stages. Ask the team to explain where each number comes from and how an enquiry is judged useful. Keeping those definitions together makes it easier to discuss whether the campaign needs different advertising, a clearer page or a better follow-up process.

Written and updated by Travelgenix. Sources checked on 16 October 2026. Worked examples and recommendations are editorial illustrations, not customer results.