Pay per click ads is, in a way, buying site activity. If you have tried writing these ads, the chances are you know how much of a headache this could be. You have to ensure your work is good, as ineffective ads cost money. The ads have to be striking, but the content has to be useful as well so that you get something in return when the ad attracts a visitor. Simply put, excellence is demanded, if not perfection. Making a mistake will cost you quite literally.