PPC can be so successful that some venture to say that SEO is dead, and there is no sense in trying to beat Google.  It is true that you only pay for people who you have targeted and are interested in your service.  The catch is that it can be expensive.  Increasingly it is also quite complicated and unless you know what you are doing it is easy to wasted money.  That being said a sensible targeted PPC campaign that is properly managed can return a positive ROI and get you those elusive clients.