PPC is no longer limited to B2C, as B2B companies can benefit from it too. With multiple touchpoints and involvement from multiple decision-makers, B2B sales can take up to a year. Investing in PPC allows B2B companies to generate touchpoints and push leads down the sales funnel. It offers flexibility in budgeting, enables targeting specific accounts or segments, raises brand awareness, and provides a competitive edge in the saturated B2B market.