Updated
Google Ads (called Google AdWords until 2018) is Google’s advertising platform. Businesses use it to show ads in Google Search, on YouTube, in Gmail, on Google Maps and across millions of websites in the Display Network. In most campaigns you only pay when someone clicks on your ad (pay per click).
How does Google Ads work?
Every search triggers an auction that decides which ads appear and in which order. The bid matters, but so does the Quality Score, which reflects how relevant the ad and the landing page are to the search. That is why a well built ad can win a higher position at a lower cost per click.
Main campaign types
- Search campaigns: text ads above and below the search results, triggered by keywords.
- Performance Max: one campaign across all Google channels, driven by machine learning.
- Google Shopping: product ads with image and price for online stores.
- Display and YouTube: banner and video ads for reach and remarketing.
- Demand Gen: visual ads on YouTube, in Discover and in Gmail.
Which metrics matter?
Success is measured in results, not clicks. The key numbers are the conversion rate, the cost per conversion and, for online stores, ROAS. Reliable numbers require clean tracking, including Consent Mode v2 in Europe.
Who is Google Ads for?
Google Ads reaches people at the exact moment they are actively searching for a product or service. That makes it a strong fit for online stores, service companies and B2B firms that need measurable leads quickly, while SEO builds organic visibility over the long term.
As a Google Partner agency, Digitalman manages Google Ads campaigns for clients in several countries. Learn more on our Google Ads agency page.
Digitalman can help
Want Google Ads to bring you leads, not just clicks?
We set up and manage Search, Performance Max, Shopping and YouTube campaigns so you can see the results in revenue. The first 60 minutes of consultation are free.