There are three main types of PPC: Search advertising, display advertising, and social media advertising.  1. Search ads  Search advertising is one of the most popular forms of PPC advertising. It is based on an auction-based model where brands pay to have their ads displayed above and below organic search engine results when users search certain keywords.   Search ads are targeted based on keywords. The targeted keywords should be relevant to the ad and landing page, which affects the ad quality score. The better the ad’s quality score, the lower the CPC.  2. Display ads  Display advertising refers to banner ads or other graphical ads that appear on websites or apps. These ads can be static or animated, and they are often targeted to users based on their interests or demographics.   Display advertising is a form of branding rather than direct lead generation. But it can be an effective way to raise awareness of your financial services business.  3. Social media ads  Social media advertising is any form of paid promotion that appears on platforms like Facebook, Twitter, LinkedIn, or Instagram. Like display advertising, social media ads are typically used for brand awareness or reach, rather than direct lead generation. However, social media ads can be highly targeted and often result in high engagement rates.