What are Google Ads?
Google Ads is Google’s online advertising platform that allows businesses to advertise their brand across Google’s extensive ecosystem. Launching originally in 2000, it is one of the largest and oldest digital advertising platforms available to brands and businesses. As of March 2026, Google holds 89.8% of the global search engine market, emphasising its dominance in the digital advertising space and the impact advertising with Google Ads could have for your brand
Understanding Google Ads
Google Ads combines data-driven optimisation with flexible auction mechanics, granting businesses the ability to create tailored campaigns with specific objectives.
As Google Ads automation has evolved, campaign performance has become increasingly dependent on the quality of data rather than campaign structure. Smart Bidding, Performance Max and targeting rely on comprehensive first-party data to optimise campaign performance effectively.
Google Ads operates on a pay-per-click (PPC) model, and only charges advertisers for interactions with their ads. Each ad is entered into an automated auction whenever a relevant search occurs. Google considers both the bid amount and the campaign’s quality score, a metric assessing ad relevance and landing page performance, to determine placement.
Is Google Ads Right for Your Business?
Google Ads provides businesses with the ability to adjust campaigns in real time, making it simple to respond swiftly to performance data and change in demand.
One of the primary advantages of Google Ads is high-intent targeting. Businesses can reach users who are making high-intent search queries for specific products or services, often resulting in higher conversion rates in comparison to other forms of advertising. Demand can be captured at key decision-making moments on the customer’s side.
Moreover, with Google Analytics 4, businesses are able to track clear performance measurement. Clicks, conversions, and other metrics provide straightforward understanding into return on ad spends (ROAS).
Ultimately, businesses can use this feature to optimise their campaigns. With all of its business-minded features, advertising on Google Ads is beneficial for both small and large B2C and B2B businesses that want to increase their visibility in the online marketing sector.
Campaign Types with Google Ads
Google Ads offers a wide array of campaigns that businesses can access to help them achieve different business goals:
Search campaigns
Text-based ads that appear at the top of Google’s search results
Search campaigns are easy to set up, navigate, and optimise. They are ideal when you know your target audience, as you can control which keywords you target and reach users who are actively searching for your product. Search campaigns typically used at the lower end of the funnel, where users have clear purchase intent.
Display campaigns
Visual banner ads shown across 35 million websites and apps that are included in the Google Display Network
Display campaigns focus on audience-based targeting, rather than keywords. They are a good choice if your goal is to build brand awareness, reach broader audiences or run remarketing campaigns. Due to their large reach they can provide valuable insights that can strengthen your overall marketing strategy.
Shopping campaigns
Product based ads that can be customised and include images, prices and store names
Shopping campaigns display your products directly above Google’s search results, and provide users with text, image, and price information about your product. They are especially effective for e-commerce businesses.
Video campaigns
Ads shown on YouTube
Video campaigns are recommended for all advertisers on Google to use as they are extremely versatile and can reach large audiences. They can be adjusted with demographic and behavioural targeting. There are a number of different types of video campaigns you can choose from, including: skippable in-stream ads, non-skippable instream, bumper ads, or masthead ads.
Performance Max
An AI-driven campaign type that runs ads across the Google ecosystem simultaneously
Performance Max is a campaign type that is optimised in real-time to reach the users most likely to convert. With Performance Max you can gather more insights while also simplifying your campaign management. Performance Max is ideal if you have specific marketing goals or would like to reach new audiences.
Google Ads is one of the best ways to promote and market your brand. With several different campaign types and easy to navigate targeting you can effectively reach millions of potential customers.
Whether you’re launching your first campaign or looking to improve current results our team of marketing experts can help you set up a Google Ads campaign that fits your specific needs – feel free to reach out and send us a message and we’ll get back to you shortly.
