Most so-called "PPC experts" would have you believe it’s a magic cash machine—press a button, watch the money roll in.

Spoiler: it's not.

What they won’t tell you is, the real secrets behind pay per click advertising might ruffle a few feathers, especially if you're expecting instant results. Success is more of a slow burn, one that takes careful tweaking and patience.

But don’t worry, we’re not here to sugarcoat it.

Google paid ads have been the heavyweight champ of digital marketing for what feels like forever, but even the biggest giants can stumble. 

Recently, Google found itself on the wrong side of a monopoly lawsuit, and the verdict has got everyone in the industry buzzing—and not just the usual suspects. The ruling suggests that the days of Google’s iron grip on the ad market might be numbered