Only paying for usage, pay per click advertising is one of the most direct cause and effect methods of winning new business by paying for and measuring advertising for independent local businesses. Because it can be closely related to what people are looking for, they are often more receptive.

Pay per click can be used effectively by independent businesses for the simplest of campaigns to assist traffic to a Google My Business Local map location and on a mobile can encourage making a call with 'Click to Call'.

Studies from Google research show search ads drive 89% incremental traffic, that is traffic that would not be replaced if the adverts were paused.[1]

1. http://adwords.blogspot.co.uk/2011/08/studies-show-search-ads-drive-89.html