Athens is located in a picturesque place that combines both the charm of nature and the innovation of the digital age, making the city a great place for tech enthusiasts and entrepreneurs from around the world.

According to StartupBlink, Athens has 228 startups, which represent about 75% of Greek startups, being the highest-ranked startup ecosystem in Greece and 25th in Western Europe. 

All this is due to its attractive tech community, many co-working spaces, incubators, and accelerators that provide a lot of support. There are many successful startups in the city, like Taxibeat, Workable, and Blueground, and several big tech companies that have offices in Athens, such as Google, Microsoft, and Amazon.

Athens is also home to several tech events and conferences throughout the year that help to connect startups with investors, mentors, and other businesses. In this connection, it is worth mentioning Athens Startup Weekend and Athens Tech Week. 

The Greek government is supportive of the tech sector, implementing initiatives to attract investment and talent to the city. But even so, Athens has a highly educated workforce produced by universities and colleges in fields such as computer science, engineering, and mathematics.

With a relatively lower cost of living, compared to other major tech hubs in Europe, Athens also offers a good quality of life at a reasonable cost.

However, here are some of the challenges that Athens faces, which are:

• A high rate of emigration means that the country is losing some of its best professionals
• The struggle to raise funding from investors
• Needs to invest in infrastructure,  internet connectivity, and transportation systems to support the growth of the tech industry.

Even though Athens is a relatively young tech hub, and even if there are some issues to address, Athens has great potential to become a major player in the European tech scene.

If you are looking for a reliable IT provider in Athens, there are more than 110 companies on TechBehemoths ready to assist you. Just use the filters and shortlist companies according to your requirements, or you can submit your project, and our team will choose the right company for you. It is free and without any obligation to hire! 

Pay-Per-Click or PPC, is a type of digital advertising where the advertiser pays each time a user clicks on their ads. The most popular channels for PPC advertising are search engines.

The advertisers usually bid (set up a maximum price per click) on a specific list of keywords and their ads appear on top of organic search results, labeled as “Sponsored” or “Ad”. Users search for these keywords, click on advertisers’ ads and land on their websites.

PPC is a fast way to generate traffic and eventually leads/sales to your business if done right. It implies advanced knowledge of PPC ad platforms like Google Ads, Microsoft Ads, Amazon Ads, LinkedIn Ads and many more.

According to the comprehensive survey on online marketing channels conducted by TechBehemoths, about 33% of IT companies don’t use PPC to advertise their businesses. This might be a lost opportunity to generate leads at a reasonable price (depending on the industry, market, competition, etc.).

PPC can help grow your business in multiple ways. Here are some advantages:

• Relatively easy to setup and launch
• Instant traffic
• Brand awareness
• Fast results (leads, sales)
• Cost effective (depends on multiple factors)
• Advanced targeting
• Can be tracked very accurately
• Precise control over your budget

Finding the best PPC agency for your business needs can be a challenging task. That’s why, we recommend you to define your goals in advance and keep in mind the following criteria when choosing a company to work with:

• Experience - do they have experience in your market, language, etc.?)
• Portfolio - browse their portfolio and ask for more info
• Price - what’s their pricing model - % of ad spend, flat free, management fee, other?
• Turnover time - PPC analytics and data is usually available within a few hours/days
• Communication and reporting - what’s the preferred communication channel and what reports are provided

There are more than 12,000 companies providing PPC services listed on TechBehemoths. Use the advanced filter to choose the ones that fit your project requirements. Get in touch with the agencies and collaborate with them at no extra cost. 

PPC (pay per click) advertising in the era of AI

In 2026, AI-powered search engines and chatbots, including conversational search and generative results, are reshaping how users interact with search engines making it even harder for businesses to generate free organic traffic and convert visitors into customers.

In addition to traditional search engines, users increasingly turn to AI assistants and conversational platforms to ask questions, compare services/products, and receive instant recommendations. Instead of clicking through multiple websites, users often receive summarized answers generated by AI systems.

This shift means brands must optimize not only for rankings, but for credibility, authority, and structured content that can be referenced by AI-driven systems. Building expertise, publishing trustworthy content, and strengthening brand presence across multiple platforms are now essential components of modern search visibility.

All this requires a significant amount of effort and knowledge in the area of SEO/AEO/GEO + it’s a long term investment. For faster result and return on investment (ROI) pay per click advertising is recommended.

Creating different types of content and making sure it’s indexed in search engines might not be enough. PPC advertising makes it easier to test and understand what works and what doesn’t, as you can measure the conversion rate and cost per conversion instantly.

Where to advertise your business?

Pay per click model works on different platforms. The biggest one is obviously Google search, but there are other platforms too, for example:

• Search engines - Google, Bing, Yahoo

• Social media - Facebook, Pinterest, Linkedin

• Native advertising platforms - Outbrain, Taboola, Paved

• AI chatbots - ChatGPT, Gemini, Microsoft Copilot

Bing and Yahoo for example support both display and search ads using the PPC model. While Google is the market leader and has the biggest market share, alternative search engines could be also productive if used right.

How to estimate the budget?

Many PPC platforms like Google ads have built in Keyword discovery tools and forecasts to estimate the approximate cost and number of conversions based on the list of keywords and cost per click/conversion. 

These tools don’t give you the actual numbers though, but can be used as a reference to get a general idea in terms of cost.

To find reliable PPC advertising agencies, feel free to use the submit project tool on TechBehemots. The system will look at your project requirements and match you with the best companies to consider for your job.