Modern marketers looking to promote their business will find a lot of choice of PPC ad  networks. Google are the Kings of the pay per click advertising world, the Google Ads and Adsense platforms dominate the industry.

But which are the best PPC ad platforms? Are any of them better than Google? And are they worth using?

As of 2021, the pay per click industry is worth over $109 billion annually, and is forecast to grow to $124 billion this year alone. Even Covid-19 was unable to put a damper on the stampeding rise of search advertising. That’s because the PPC ad platforms still offer an unbeatable reach for every business, large or small.

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If you’re weighing up your options, this list of PPC networks, including Google Ads alternatives will help you make sense of your choices in the Philippines.

The Amazing Power of a PPC (Pay-Per-Click) Network

Let’s take a look at everyone, from the giants of Google and Microsoft, to some of the smaller players. You might just find your ideal Google Ads alternative right here.

Read also: Pay Per Click Advertising Philippines and How it Works

What Exactly is a PPC Network?

Originally, pay per click ads would be text results on search engine result pages, for example like Google or Yahoo. Nowadays the paid SERPs are just a tiny slice of the available options.

Many of these PPC platforms offer the opportunity to display your ad on one of their partner websites or syndicated search result pages. These ads can be in the form of:

  • Text based search engine results (SERPs)
  • Display banner ad
  • Embedded video
  • Video ad within a video (for example on YouTube)
  • Native advertising content (sponsored content)
  • In-app advertising
  • Pop-up ad in a website or app

Some of the PPC platforms, such as Google, offer pretty much all of these advertising options. Others target specific niches, such as in-app advertising or sponsored content only.

Although they’re called pay per click networks, this can be a bit of a misnomer.

The most common PPC bidding options are:

  • Pay per click (CPC)
  • Pay per thousand impressions (CPM)
  • Pay per conversion/acquisition (CPA)

That’s actually just the tip of the iceberg, with the big ad platforms including Google and Facebook offering an even more diverse selection of bidding strategies.

The List of Best PPC Ad Networks

So now you know what a PPC ad network is, it’s time to find out which is best for your ad strategy. The benefit of using a Google Ads alternative can include less competition, lower cost per click and the chance to target specific or niche demographics.

So, this list isn’t an exhaustive list of the best PPC ad networks, but explains the variety of options and what each platform can offer.

Google Ads

You already know that Google is the biggest advertising network, with over 78% of the market share globally. 

Put simply, it is the most used search engine and is the best way to reach the majority of internet users globally. Maybe with the exception of China, who put limitations on the services of Google in the People’s Republic.

The benefits of this are whoever you’re targeting probably uses Google, so it’s a great platform, whatever your industry.

Microsoft Advertising (Bing Ads)

If you’re looking for Google Ads alternative that offers cheap CPC (compared to Google) and still has a great reach then Microsoft Ads could be very tempting. Like Google, Microsoft Ads offers paid search engine results and a selection of popular sites to display your banner, video or content ads.

Although the selection of partner websites for display advertising isn’t quite as huge as Google, being able to advertise on MSN, Yahoo! and AOL definitely has its perks.

Facebook Ads

In third place, Facebook Ads offers a very different but still appealing ad network package. While Google and Microsoft Ads are both based on search, Facebook Ads focuses instead on demographic targeting. 

This means that a user doesn’t have to be actively searching to activate your ad. Instead, you can get your ad seen in two of the biggest social media feeds. 

  • Facebook
  • Instagram

Linkedin Ads

Known as ‘Facebook for professionals’, Linkedin has been steadily growing in popularity as a PPC platform. The reason is, you’re able to reach a business savvy and well educated marketplace, often with strong purchasing power and intent.

Like Facebook, you can also target specific demographics. Although in this instance they’re professionals, such as marketing experts, C level executives and business owners. If you’re a B2B service, then you’ll probably have already considered Linkedin Ads before.


The first of the dedicated native advertising platforms on our list, you’ve probably spotted Taboola on your favourite news site. What they specialise in is sponsored content which fits neatly into whatever list of news articles or content their partner sites display.

It’s like Google Adsense and the Display Network, but for a carefully curated list of websites.


Actually, Outbrain is now owned by Taboola so it’s pretty much the same thing. They’re both content marketing focused, with a selection of quality websites.

So, what’s the difference between Outbrain and Taboola?

Taboola sites tend to have more traffic, with those monsters of the industry like Forbes..

Outbrain is still no shirker when it comes to displaying your content on it’s network of publishers. You’ll be popping up on sites like The Guardian, CNN, Wired, Conde Nast Traveler and Cosmopolitan. 

How Much Does it Cost to Advertise via PPC?

How much should you expect to pay for PPC? Generally, companies should anticipate paying $1-$2 per click to market on the Google search network. On average small businesses, as well as medium-sized organizations, spend between $5,000 and $9,000 on PPC depending on the time throughout the year.

You would want to budget $7,375 per month for click fees, and never exceed a $147.50 cost per acquisition while running the ad campaign.

Digital advertising such as PPC can be an excellent way to help your business stand out in a crowded marketplace, especially when prospects are doing their initial online research. It has many benefits and can be a cost efficient method of advertising for small businesses.

Read also: Pay Per Click Tutorial for Beginners to Reach Online Growth


Pay Per Clicks ads are usually worth it because the visit generated brings in more than what the click is worth and the searcher is committed to buying. PPC ads are a great tool to grow a customer base because they are focused.

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