What are the advantages and disadvantages of pay per click?

Pay-per-click (PPC) advertising offers several advantages, including immediate visibility on search engines, precise targeting options, and measurable results that allow for real-time adjustments. However, it also has disadvantages, such as the potential for high costs, especially in competitive markets, and the risk of click fraud, where competitors or bots generate false clicks. Additionally, once the ad budget is depleted, visibility disappears, making it less sustainable compared to organic strategies.