Google Ads (formerly known as Google AdWords) is an online advertising platform developed by Google that enables businesses to create and display ads across Google's vast network, including search results, websites, videos, and mobile apps. The primary goal of Google Ads is to connect businesses with potential customers actively searching for products or services related to their offerings.

With Google Ads, businesses can create various types of ads, including text ads that appear in search results, display ads shown on websites, video ads on YouTube, and shopping ads for e-commerce products. Advertisers bid on specific keywords related to their business, and when users search for those terms, Google displays the relevant ads based on several factors, including bid amount, ad quality, and relevance.

The platform operates on a pay-per-click (PPC) model, meaning businesses only pay when a user clicks on their ad. This allows for measurable and cost-effective advertising, as advertisers can track their spending and ROI in real time. Google Ads also offers robust targeting options, allowing businesses to reach specific audiences based on demographics, location, interests, and online behavior.

In addition to keyword targeting, Google Ads includes features like remarketing, which allows businesses to re-engage users who have previously interacted with their website, and conversion tracking, which helps measure the effectiveness of campaigns.

By leveraging Google Ads, businesses can increase their visibility, drive traffic to their websites, and ultimately boost sales and conversions, making it a vital tool for digital marketing strategies.