Once all the basics of SEO such as https SEO, on-page SEO, and technical SEO has been covered, your SEO consultant may employ PPC. Depending on what your business needs, he may do this as a supplemental step to ensure that your site gets seen by users.
PPC or Pay Per Click is a form of advertising which lets you display sponsored ads in search results. The great thing about PPC is that, when targeted the right way, it can get your site in front of audiences. This is because sponsored results appear first before organic results.
You don’t have to worry about black hat SEO since PPC is completely white hat. In fact, it is encouraged. If you have the budget, you should definitely speak with your SEO company about doing a PPC campaign.
The SEO definition may be different from PPC but they all strive for the same goal of gaining visibility for your site. Because SEO PPC is quite complicated, you may need to get an SEO consultant who has experienced doing this.
He will need to factor in keyword competition and cost per click among other things which will allow him to get your site in front of the right people.
You may also require a good sales copywriter to do the ad copy for you. Ad copy in sponsored search results tend to be brief so you need to be able to persuade a user to visit your site in just a few words.