A Beginner’s Guide to Google’s Most Powerful Advertising Tool
When someone searches for a product, service, or solution on Google, the first few results they see are often ads. These are called Google Search Ads—and they’re one of the most effective ways to get in front of people when they’re ready to take action.
If you’ve ever wondered what Google Search Ads are, how they work, or whether they’re right for your paid media strategy, this guide will walk you through the basics.
What Are Google Search Ads?
Google Search Ads are text-based ads that appear at the top (and sometimes bottom) of Google’s search engine results page (SERP). These ads show up when someone searches for a specific keyword or phrase related to your business.
You’ve likely seen them before—they’re labeled with a small “Sponsored” or “Ad” tag and appear before the organic search results.
Example: If someone types in “emergency plumber Detroit,” they’ll see Google Search Ads from companies offering that exact service—often with their phone number, location, or a link to book an appointment.
How Do Google Search Ads Work?
Here’s a breakdown of what happens behind the scenes:
- You choose keywords
You tell Google which search terms you want your ad to appear for—like “family law attorney,” “best running shoes,” or “HVAC repair near me.” - You write your ad
You create a short, compelling text ad that includes a headline, description, and link to your site or landing page. - You set a budget
You decide how much you’re willing to pay when someone clicks on your ad (this is called pay-per-click, or PPC). - Google runs an auction
Every time someone searches, Google runs a real-time auction to determine which ads show up and in what order. Your bid and ad quality both factor in. - Your ad appears
If you win the auction, your ad appears above the organic results—right where people are most likely to click.
Why Google Search Ads Are So Effective
Search ads are different from other types of online advertising because they capture intent. People aren’t passively scrolling—they’re actively searching for a solution.
Here’s why that matters:
- High intent = higher conversion rates
- You reach people at the exact moment they’re interested
- You only pay when someone clicks on your ad
- You can control your budget, targeting, and messaging
What Can You Promote with Google Search Ads?
Search ads work for a wide range of goals:
| Goal | Example |
| Generate leads | “Book a free consultation” |
| Sell products | “Shop now” or “Free shipping on orders $50+” |
| Drive calls or appointments | “Call now” with click-to-call functionality |
| Promote local services | “Near me” searches with location extensions |
| Build awareness | Branded campaigns for name recognition |
Whether you’re a local business, an ecommerce store, a nonprofit, or a national brand, Google Search Ads can help you get in front of the right people.
What Does a Google Search Ad Look Like?
A typical ad includes:
- Headline (up to 3 parts): Your main message, often with a keyword
- Display URL: The website address (with tracking or custom paths)
- Description: Up to 90 characters to explain your offer
- Extensions (optional): Extra links, phone numbers, reviews, or location info
Example:
Emergency Plumber in Detroit | 24/7 Service | Call Now
www.exampleplumbing.com/emergency
Licensed. Fast. Affordable. Call now for immediate service. Free estimates available.
Key Terms to Know
- CPC (Cost-Per-Click): How much you pay each time someone clicks your ad
- CTR (Click-Through Rate): The percentage of people who see your ad and click
- Quality Score: Google’s rating of your ad relevance and landing page quality
- Impressions: The number of times your ad was shown
- Conversions: The actions you want people to take (calls, forms, purchases)
Need Help Running Search Ads?
Google Search Ads are one of the fastest ways to get in front of people who are already looking for what you offer. With the right strategy, they can drive traffic, leads, and sales—all while giving you full control over your targeting and budget.
If your goal is to grow visibility and get results fast, Google Search Ads are hard to beat.
At Root Company, we build and manage Google Search campaigns that actually convert. From keyword strategy to ad copy and optimization, we’ll help you make the most of your ad spend—without the overwhelm.