What Is Google Ads?

Author picture

We keep hearing about Google ads and PPC paid search. But what are these?

It is a platform that allows advertisers to put up short descriptions on the Google page that will help their target audience easily find their products or services on the Google page.

To find out more check out my video below or keep reading for the full blog.

YouTube Subscribe Button



Google ads previous name is Google AdWords up until June 2018. Even though it is now Google Ads people who come to me still refer it to its previous name.

While one of the easiest ways to list your business in Google through a period of time is using pay per click or paid search.

An advertiser supplies Google with a list of keywords or phrases that they want to rank. When a user then searches on Google, Google uses this algorithm. It is used to determine whether the user has typed in matches with the target keywords.

If it does, Google will display your ad on their pages, determining the factors that will affect the maximum cost per click.

In other words, that is how much you are willing to pay for Google each time your ad shows to the target audience and visit your website.



The first thing you must do is specify a budget.

A budget is how much you are willing to spend on Google throughout the day. The funding will depend on your nature and how competitive your business.


Give Google a list of keywords that you want to see on the Google page.

When somebody searches for one of the keywords, the ad will be on the Google page. When somebody clicks on an ad to visit the website, hoping to turn into a lead or a sale. — This is called your maximum cost per click, otherwise known as a bid your bid price.

Finally, we’d like some ads. Now the ads are what the user will see on the Google page if they search, and it matches your keywords, and Google decides that your ad will appear to them so they can read it.

And then, depending on what you’ve written on it, they can then decide whether they’re going to click on it, visit your website, or call you.

So here you can see an example of what a typical ad might look like if somebody searches for a keyword such as builders in London.

Depending on your daily budget, your cost per click and how many times your ad is on Google.

This process will continue throughout the day until it reaches your daily budget.

If you still have the budget for that particular day, it doesn’t matter because it will roll on to the following day. So it essentially stays inside your pot.

So now that you generally understand how Ads works, how does Google decide how much it will charge you?

Regardless of what bid price you’ve specified to Google t, I want to pay this much per click, you’ve got to consider that you have competition.

You have other people in your industry competing for the exact keywords at London builders in London.

So why should they be listed any higher than yourself. And what order should your ad be shown compared to theirs in straightforward terms?

The position at which your ad will display on Google is called ad rank. Google first determines what your bid price is. It then uses something called a quality score.

Quality Score quality score is a formula based on several factors, such as landing page experience.

In other words, that when people are on your website:

What type of experience are they having?
Are they staying on the website?
Are they bouncing off straight away to go to a different website?

It can help to give signals to Google that, hey, this is a good keyword. — which matches a good landing page on your website.

It also looks at your ad relevancy, how relevant is your ad to what the user has typed in. And it also then looks at other factors as to your click-through rate.

But how many times is your ad clicked on, depending on how many times it was displayed?

Google then multiplies your bid price by your quality score, which gives it an ad rank.

The ad rank can then determine what position you get shown on Google by constantly working on your quality score, your bid price and various other factors.

You can slowly gain a higher position within Google at a lower cost per click.

In other words, every time somebody clicks on your ad, even though you’re at, you might be a higher position than your competitors. You could end up paying less per click.

So why this platform? I think about it, ask anyone, ask your parents a question your boss, your colleague, your friends, when they want to find something, any service or a product, where what’s the where do they go?

What’s the first point they go to? And nine times out of 10?

The answer will be Google, not YouTube, not Facebook. Nowhere else there is any other platform like it. They will go to Google and conduct their search. That in itself is a solid case as to why you should be on Google.

Google has over 3.5 billion searches per day, who may be interested in whether they intend to buy, purchase or research.

With this platform, have complete control of your budget. So you decide how much you want to pay per day, per month, pay per click.

So how much you want to spend every time somebody clicks on your ad has total control.

Not only that, but this platform got complete control over the keywords that you want to rank for and the keywords that you don’t want to see.

You’ve got total control over what areas of what locations you want to target.

The interests, the demographics, the type of audience, gender.  You have got total control over when you want to stop your ads, or when you want to start your ads.

This platform will help you to appear on the top four positions of the Google search page within 24 to 36 hours.

Finally, we want to understand what is the difference between Google ads and SEO.

To understand this, we need to understand the anatomy of the Google search engine results page, also known as the SERPs page.

Let’s say if you search for something called builders in London again.

The first section that you’ll see on Google would is the Ads section; this section denotes a small ad symbol next to each ad.

So we can have up to four Google Ad listings at the top of the page and a maximum of three Ads listings at the bottom of the page.

The second section that you will see is the Google My Business section.

It will help you appear in your local area and show your business location. With this, it will help your target audience reach you.

The third section that you’ll see is the organic listing section.

The great thing about the organic extract is that regardless of how many times somebody clicks on the ad, whether they click on it once or a million times, you don’t pay anybody a penny.

With the use of SEO or Search Engine Optimization, it will help you list your business in the organic section.

Why go through this platform where you have to pay per click, as opposed to SEO, whereby you can get free clicks all day long without having to pay anyone. Wouldn’t that be fantastic?

The reason for this is because it takes time. It does take time.

It takes time to list your business or your target keywords on the first page of Google.

SEO is a long term strategy, whereas ads or pay per click or paid search is a short, short to long term strategy. So with Google ads, you can be typically within 24 to 36 hours.

Whereas SEO, you might be waiting three months or six months or a year. So do you have that time to be waiting for so long? In the ideal world, you want to use a combination of all strategies; you want to have as many touchpoints as possible.

Whether it is Facebook, organic listing, SEO paid search or any other platforms; it is essential to have a good strategy.

A strategy that will help you get more visitors to your website.

Get in touch with my agency if you would like us to optimise and conduct a full technical audit for your Google Ads Campaign. For starters, we’ll be happy to help you.

FREE Google Ads Checklist

Need help with your Google Ads? Or just want an independent review of your Google Ads/SEO? Contact us or call 07866 555 555




Download your Top 10 Must have tips for running a Successful PPC campaign!