Even small budgets can benefit from PPC. The use of PPC can be used to target visitors at all stages of the buying process. In order to begin, you might want to focus on the key words people use to find products. It is believed that the lower you are in the funnel, the higher your conversion rate should be.   You should determine the value of a customer to your business before you begin a PPC campaign, and how much you are willing to spend on acquiring that customer. To acquire a customer that is worth £100 to my business, I am prepared to spend £50 on acquiring the sale.   If you use a formula based on the conversion rate, it can be determined how much you can pay for leads since no business can convert every lead.   As an example, if one in ten leads ends up becoming a paying customer, you will be paying £3 for every lead.   PPC combined with analytics is a powerful marketing tool for entrepreneurs, which can be explained by this simple formula.