Google Ads (formerly known as Google AdWords) is an online advertising platform developed by Google, where businesses can create and run ads on Google search engine, Google Maps, and other websites and apps that are part of the Google Network. With Google Ads, businesses can create different types of ads, such as text ads, display ads, video ads, and shopping ads, and target them to specific audiences based on factors such as keywords, demographics, location, and interests. Google Ads works on a pay-per-click (PPC) model, which means that businesses only pay when a user clicks on their ad. This allows businesses to set a budget for their ad campaign and only pay when their ad is being clicked on. Google Ads offers a wide range of targeting options that allows businesses to reach their desired audience. This can be done by selecting keywords, demographics, location, and interests. Google Ads also offers remarketing options, which allow businesses to target users who have previously visited their website. Google Ads also provides a variety of tools and metrics to track and analyze the performance of ad campaigns, such as click-through rates (CTR), conversion rates, and return on investment (ROI). These metrics allow businesses to optimize their ad campaigns for better performance and higher returns on investment. Google Ads is a powerful advertising platform that can help businesses increase visibility, drive traffic, and generate leads and sales. However, it's important to note that Google Ads requires ongoing management and optimization in order to be effective, and it's important to track and analyze the performance of ad campaigns to ensure that they are cost- efficient and effective.