Google Ads

Google Ads is the platform advertisers use to buy ad space on Google’s properties and partner sites. It is the buyer side. Google AdSense is the opposite side: website owners use it to earn money by showing ads on their pages. If you want customers, you want Google Ads.

Every account follows the same structure. An account holds campaigns. Each campaign sets the budget, bidding strategy, locations, and network. Inside a campaign, ad groups collect related keywords with the ads written for them. A small aircon business might run one Search campaign with separate ad groups for cleaning, repair, and installation, each with its own keywords and ads.

The campaign type decides where ads appear. Search campaigns show text ads on Google results when people search your keywords. Performance Max uses one budget across Search, YouTube, Display, Gmail, Discover, and Maps, with Google choosing the placements. Display, Video, Demand Gen, Shopping, and App campaigns cover narrower formats.

Every eligible ad enters an ad auction each time a search happens. Your bid and ad quality decide whether you show and where. You usually pay per click. The daily budget is an average, not a hard daily cap: on high-traffic days Google can spend up to twice the daily budget. Over a calendar month, you are never charged more than the daily budget multiplied by 30.4, the average number of days in a month. A ₱500 daily budget means up to ₱1,000 on a busy day, but no more than ₱15,200 for the month. If spending goes past that monthly limit, Google credits the difference back as an overdelivery credit.