This is a crucial part of PPC ads. When you run your PPC campaign, you will be charged each time someone clicks on your ad in the search results. You don’t get charged for your ad appearing in the search results, otherwise known as impressions.
Many businesses like using PPC ads because of this payment structure. Even if people don’t click on their ads, they’re still gaining brand exposure without paying for it. It helps you get the most out of your budget.