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What is Google Ads? And how it can help you grow your business

Digital World Published on 18 June 2020

Every second, there are 2.3 million searches performed on Google. And a lot of search results pages include Google ads. A lot of businesses pay for Google Ads which can be an extremely effective way to drive relevant, quality traffic to your website. Moreover you’re your ads will appear on search engines result pages (SERPs) just when people are searching for the types of products or services your business offers.

What is Google Ads?

Google Ads (Formerly known as Google AdWords) is an digital advertising platform developed by Google, where advertisers pay to display brief advertisements, service offerings, product listings, video content, and generate mobile application installs within the Google ad network to web users. It can place ads both in Google’s Search Engine Result Pages  (the Google Search Network) and on non-search websites, mobile apps, videos, blogs, news sites, etc. (the Google Display Network).

You can use Google Ads to get access to a broad range of advertising products designed to help you reach customers in the moments that matter the most. You can stay focused on growing your business  and Google Ads can enhance your efforts to drive better results from your advertising.

How can Google Ads help me grow my Business?

There are numerous ways in which Google can help you grow your business:

  1. Drive Sales
  2. Generate Leads
  3. Increase Website Visits
  4. Influence Consideration
  5. Build Awareness
  6. Promote your App

Here is an example of how Google Ads helped Chumbak grow their business:

"Google Ads helped us get the word out to consumers we wouldn't have been able to reach, given our small budget. We saw our sales increase by 35% in just three months."

 – Vivek (Co-Founder of Chumbak)

Benefits of Google Ads


Google Ads helps you connect with the right people, at the right time, with the right message. Your ads can appear on Google Search, YouTube, and more, just when someone is looking for products or services like yours. You can also customise the options, such as keywords, location and demographics, to be displayed in front of the most relevant customers.


Google Ads gives you complete control over your budget and your bidding strategy. You choose how much to spend per month, per day, and per ad. Based on your settings, Google Ads uses a lightning-fast auction to determine which ad to show. In case you want to change your strategy, you can easily adjust your ad, modify your budget, or pause and restart a campaign.


If you are running ads through Google Ads – You’ll have to pay only for results. Like clicks to your website or calls to your business. Google’s measurement tools make it easy to see how your site, apps, and ads are performing. On top of that, smart technology lets you create, manage, and optimise your ad campaigns so you can get the most out of what you have invested.

What are the different types of Google Ads

Advertising with Google Ads starts with creating campaigns based on the objectives of your business. Each campaign type determines where your ads would appear and the format in which those ads would be displayed. Look at how different ad campaign types — Search, Display, Video, Shopping, and App — can support  the objectives of your business.

1. Search Ads

Search ads appear next to the search bars on Google’s search engine result pages(SERPs). They also appear on other Google partner sites, like YouTube, etc. – when people search for businesses similar to yours. With a Search campaign, you can make sure potential customers notice your brand, consider your products, and take action.

Example of a Search Ad

1.    Display Ads

Google Display ads can appear across a network of more than two million sites and apps, reaching 90% of people on the internet. Your ads get matched to content related to your business or to your customers' interests.

Use a Display campaign to increase exposure and reach audiences with specific interests across the web.

Examples of Display Ads

3. Video Ads

Videos are a great way to attract customers as they enhance customer experience by engaging the customer for a longer period of time as compared to text based content.

With Video ads, you can reach the right audience at scale and capture their attention. Show your ads on their own or within other streaming video content on YouTube and across Google’s network of websites and apps. Only pay when people choose to watch your ad. 

Video campaigns help you bring your business’s story to life. They engage customers in different ways, like showing ads before their favourite music video or while they're researching an upcoming purchase.

4. Shopping Ads

Shopping ads appear on Google Shopping next to search results and near text and responsive ads. Shopping ads promote your products by giving consumers detailed information about what you're selling before they even select your ad.

Shopping Ad Example

Use a Shopping campaign to advertise your online and local inventory, boost traffic to your website or local store, and find better-qualified leads.

5. App Ads

In a Mobile-Mad-World were people are crazy about their phones – it is very essential to target the people who are just engrossed into various mobile apps.  Therefore target such people with App Ads could turn out to be quite profitable for your business.

After a simple process of setup, App Ad Campaigns run ads across Google’s largest properties, including Search, Play, and YouTube, as well as various of mobile sites and apps. Your ads and bids are automatically adjusted to get the most number of downloads. Just add a few lines of text, a bid amount, and some assets, and the rest is optimised to help customers find your business.

With an App campaign, you can increase engagement, prompt app installs, in-app purchases and even in-app actions, like signing up for a newsletter or placing an order for a product.

Specialised Campaign types

You can mould your Google Ads Campaigns’ according to the needs of your business. If you have specific goals that you want to achieve, Google Ads can help you meet those goals through specialised campaign types.


Local campaigns help you generate important offline metrics — like store visits or in-store sales — by advertising on multiple platforms. You can allow Google Ads to optimise how your ads appear on Search, Maps, Display, and YouTube to maximise your offline performance.


If you are a hotel looking to advertise room rates and availability, Hotel campaigns are a great option for you! These campaigns display hotel prices and availability on Search, Maps, and Assistant to help you reach the millions of travellers actively searching for you.


With Discovery campaigns, you can easily engage customers across Google’s most popular properties with a variety of rich, unique ad formats. Reach your users across the YouTube Home Feed, Gmail, and Google’s Discover Feed — all with the help of one campaign.

Ads for beginners - Smart Campaigns

Are you looking for an automated solution for a small businesses? Smart campaigns can be a great help! Just choose your business goals and let the machine learning deliver results through Google’s Search, Display, and Maps networks.

Smart campaigns are a nice tool for advertisers to start with ads who are new to Google Ads. They are a great option for those who want an easy way to reach relevant customers and drive results but have limited time or experience with managing Google Ads campaigns.

Let Google’s smart technology improve the quality of your ads, so you can focus on what’s most important to you — running your business.


As you can see the use and productivity of Google Ads are endless.  Whether you’re looking to increase online sales, bring in new website visitors, get the phones ringing, or keep customers coming back, Google Ads can help you meet your goals. You can use the wide range of campaigns and services Google has to offer in order to get in front of more customers and fuel your business growth.

Which of these Google Ads campaigns will you use for your business?

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