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I remember when I started internet marketing 27 years ago, a company called Overture would publish the cost per click to the person searching what advertisers were willing to pay. Back then it was $2-$5 per click and I remember questioning whether or not such an approach even sustainable or reasonable. Ten years later the number skyrocketed to several hundred dollars per click and I would frequently ask myself why.
Here’s the breakdown of the 'WHY':
PPC operates on an auction model. As more businesses discovered the power of search advertising, competition for high-converting keywords increased. Just like in any auction, scarcity and demand drive up prices. If a keyword (e.g., 'IV Hydration Clinic') is proven to generate leads worth tens or hundreds of thousands of dollars, then even a $200+ CPC can be economically justified.
Direct Attribution of Value: Unlike traditional media (radio, TV), PPC showed clear attribution. Advertisers could now measure conversions down to the keyword and calculate ROI with precision.
theinternetwerks has been built by entrepreneurs just like you to provide a better marketing solution for small businesses. We’re a blend of expert people and state-of-the-art technology to providing superior outcomes to our clients, and are dedicated to the success of the businesses on our platform.
If spending $100 per click led to a $1,000 profit, the cost wasn’t just reasonable—it was strategic.
Certain industries such as health and wellness have the potential for high margins.
Only advertisers who knew how to optimize landing pages, tracked ROI rigorously, and refined ad copy based on data, could survive and thrive.
Less savvy marketers dropped out, raising the average CPC because only those with profitable systems remained.
Selling a franchise for example, with PPC or email marketing is more efficient then hiring a salesman or franchise consultant because PPC = Pay only when someone shows interest (clicks or converts). A franchise consultant is often 30–50% of the initial franchise fee as a referral commission. You could instead spend $5,000–$10,000 on PPC to generate 1–2 quality franchisee leads (often less if the funnel is well-optimized).
PPC and email marketing gives you instant data feedback: which ad, which keyword, which landing page converts. You can optimize rapidly. Human-led sales is harder to measure and adjust in real time.
PPC isn't a silver bullet. It will fail if:
You don't have a clear, compelling franchise offer.
Your landing pages are weak (slow load, bad copy, confusing call-to-action).
You’re not nurturing leads—some sales cycles are often long sales cycles (60–180+ days).
Your targeting or ad creative is generic.
Best Practice: Combine both- PPC and email marketing to consistently grow and engage your audience and lower your cost per acquisition.
PPC gives us the advantage of displaying messaging at the moment of insight: 'that lightbulb moment when the prospect decides they want to get info about becoming a DripBar owner'. Email marketing even though not as targeted, is still the right tool when paired with PPC because of our team's unique access to health and wellness audiences.
Our portfolio is available upon request and includes for UPS Store, est8plans software for lawyers, kybun shoes, epray.us (aquired in 2012), mavaca crm (aquired in 2017)
The theinternetwerks system has been built from the ground up to make viewing, analyzing, and consolidating marketing data a breeze. Dig in and learn what’s driving your performance.
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