PPC can be a good way to get customers, but you need to make sure that you're getting good value out of it, and that for every £/$/€ (etc) you put into advertising, you get at least that back in extra revenue. The best way to check this out is to give yourself a one-off advertising budget that you can afford to 'throw away', and then just try it out. Make sure you set up your tracking so that you can see not only how many people click on your ads, but also how many of those people follow through to making a transaction.
The danger about PPC is that you end up paying for visitors who don't engage with your site and don't become customers. If your ads are well written and well targeted then that shouldn't be a problem, but you want to keep monitoring it just to make sure.