When you set up a pay per click campaign you need to make sure that you are targeting the correct audience in the locations you wish too. Within most pay per click programs you can set up an ad, select which geographical location you want to display it to, chose the times the ad will show and even sometimes the device it will show on (such as pc/ laptops only or mobile devices). When you are able to set up a campaign using all of these settings correctly, you will stand a good chance of obtaining great results.
Many people can set up a campaign, but to be able to create an effective one is another matter. If you set up a campaign incorrectly it can cost you a huge chunk of your daily budget and mean that you ads turn off without having actually reached the people you wanted to target. An experience marketing company will be able to assist you will the set up and management of a PPC campaign and is well worth investing it.