How companies benefit by pay per Click (PPC) for lead generation ?

How companies benefit by pay per Click (PPC) for lead generation ?

By pay per click, search engines basically give different companies an option of being able to retain a high position on the search engine results.

When we search for a particular topic, product or service we see 10 ++ pages with at least 20 links on each one of them; however we more often than not go through the first few links and maybe visit page 2 and page 3 of the listed search results in order to get the information we need.

Since most people don’t go beyond the 2nd and 3rd pages, it benefits companies to pay per click and maintain a ranking which will help them get listed on the first page of the search results of the major search engines. So whichever website is visible quickly and conveniently is what would attract the maximum amount of web traffic. The higher the targeted and focused web traffic the higher the probability of converting the potential customers to actual ones.