Google Ads
Definition
Google's advertising platform where you pay to appear at the top of search results and across Google's network. Instant visibility, but costs per click.
What is Google Ads?
Google Ads (formerly AdWords) is Google's advertising platform. You create ads, choose keywords to target, and pay when people click. Your ads appear at the top of search results (labelled "Ad") and across Google's network.
How Google Ads Works
- You choose keywords relevant to your business
- You create ads with headlines and descriptions
- You set a budget and bid for clicks
- When someone searches your keywords, your ad may appear
- You pay when someone clicks (not just views)
Types of Google Ads
Search Ads
Text ads in search results. Triggered by specific keywords.
Display Ads
Image ads on websites across Google's Display Network.
Shopping Ads
Product listings with images, prices, and store names.
Video Ads
Ads on YouTube and partner sites.
Performance Max
Automated campaigns across all Google channels.
Key Metrics
- Impressions: How often your ad was shown
- Clicks: How often it was clicked
- CTR: Click-through rate (clicks ÷ impressions)
- CPC: Cost per click
- Conversions: Desired actions (calls, form fills, purchases)
- ROAS: Return on ad spend
Google Ads vs SEO
| Google Ads | SEO |
|---|---|
| Immediate results | Takes months |
| Pay per click | Free clicks |
| Stops when budget stops | Compounds over time |
| Guaranteed visibility | No guarantees |
Getting Results
Google Ads works best when:
- Landing pages match ad intent
- Keywords are tightly targeted
- Negative keywords filter bad traffic
- Ads are regularly optimised
- Conversion tracking is set up
Poor campaigns waste money fast. Consider professional management if you're new to paid advertising.