The really fascinating thing about PPC (pay-per-click) ads is the fact that these ads have miraculously changed the rules from favoring the advertiser with the deepest pockets to clearly favoring the most creative advertiser able to create the best headlines and the best copy.
It has been proved time and again that the most successful PPC advertisers started small and by repeatedly re-investing their profits grew to the huge size and huge sales position they now enjoy. This is in sharp contrast to the offline model where the biggest budget tends to prevail.