Google Ads, formerly known as Google Ad Words, is a pay-per-click (PPC) advertising platform. This means that you only pay when a user clicks on your ad. You can create campaigns (a set of advertisements that are meant to achieve a certain business goal) that only appear when a user Google searches a keyword related to what you are advertising. Let’s talk about keywordsfor a second… 

Keywords are specific words or phrases that are used to find relevant results when a user enters them into a search engine, such as Google. You can find the right keywords for your business by thinking about your…

-Target audience

-Business goals 

-Branding message 

-Competition (What are they doing and how can you do it better)

So basically, Google Ads is search based advertising where businesses target users based on what they are putting into the Google search engine (keywords). 

When someone searches for a service, Google will give them organic results based on their location and the keywords that they entered. However, Google also provides sponsored ads that appear first in the results, above the organic ones. Google lets advertisers bid for these spots, who then pay each time their ad is clicked on. When advertising with Google, you have to make sure you are using the correct keywords and location for your ads or you will not generate the desired results.