Both link building and PPC can help drive your website to the top of SERPs, but they take different strategies to do so. Pay-Per-Click (PPC) campaigns are paid traffic, such as Google Ads, that will enable your website to appear at the top and bottom of SERPs. This helps you immediately reach consumers who are already searching for products or services related to your brand, ensuring you can drive massive traffic to your website and generate new sales leads.
PPC is separate from search engine marketing (SEM) which is a broader category under which SEO and backlinks fall under. With SEM strategies, the long-term goal is to establish credibility and authority for your website so that it organically appears at a higher ranking in SERPs. This means that when people search for products or services related to your brand, your website will organically appear higher in SERPs without the use of paid traffic.