When used correctly, Google is not just an information tool but a goldmine for advertising. The popular search engine gets a ton of digital traffic everyday, allowing brands to gain visibility and entice potential customers. Through Google Ads, businesses can capitalize on several opportunities, from driving leads or sales to brand awareness and getting maximum returns on investment. But what are Google ads, and why should a business leverage them, whether small or big? What are Google Ads? All the “sponsored” posts that one sees on the first few search results on Google after typing in a keyword are Google Ads. These ad campaigns are run by companies that aim to redirect their target audience to the company’s landing page. To run such an ad, a company customizes the ad copy that Google users will see when they search for a relevant keyword. There are different types of Google Ads, like responsive search ads, discovery ads, display ads, shopping ads, app ads, and others. Each serves a different purpose. How do Google Ads work? Once the business knows what it wants to achieve, it creates a customized ad to target local or global audiences. This requires using compelling images and concise sentences to stand out and setting a budget accordingly.