Pay per click (PPC) is the glitzy side of digital marketing—think social media ads, paid search ads, display ads/banner ads, and video. PPC ads are more high profile (e.g., Facebook), but they are also high cost, not only in terms of dollars but time. Effective pay per click advertisements are the result of extensive testing to find out which patients to target and what will grab their attention. PPC is a long-term strategy with high dividends, but the ramp-up is slow and it takes work to find the “special sauce.” The best way for a health system to reach patients through pay per click ads is to partner with a company that specializes in this channel and is an expert in telehealth. PPC is always challenging, but a relatively new service like telehealth is particularly complex and requires an expert.