In the world of inbound marketing, pay per click (PPC) advertising is a bit controversial. Our goal is to attract, not interrupt, our prospects. Buying ads seems almost like cheating. It's expensive, and it doesn't create lasting improvements to your website rankings the way blogging does. It is a temporary fix. But there are times when pay per click ads make sense. Our client Roux Wine Tours is an example of when pay per click ads might be a good idea, so we have decided to make them a PPC case study for our blog.