Google Ads Guide 2025 & How to Advertise on Google

Taking your business online isn’t complete unless you have a presence on Google — the leading platform where your target audience can find you quickly. From website analysis to online advertising through Google Ads, there are numerous tools that can help you achieve your digital marketing goals with ease.

Google is the most widely used search engine in the world, with over 3.5 billion searches every day, making it the number one search tool globally.

That’s why your business must have a strong online presence on Google. This starts with having a website to appear in Google Search, enabling you to use Google Ads effectively. At the very least, having a Facebook Page is beneficial, as you can run Google Ads to promote your page as well. Ranking organically on the first page of the world’s largest search engine is challenging, requiring high-quality SEO. We offer white-hat SEO services to help your website rank and maintain top positions. For businesses with a website that never appears on the first search results page, visibility among your target audience is nearly impossible without paid advertising. With Google Ads, you can pay Google to display your online ads on the SERP (Search Engine Results Page), on YouTube, and across millions of partner websites — significantly increasing your brand’s visibility. While SEO is the most cost-effective way to gain clicks and impressions, Pay-Per-Click (PPC) advertising is essential if you have strong content, a marketing budget, and want immediate results. No matter your business type, you can advertise on Google (learn which businesses benefit most from Google Ads here).

Difference Between Organic Search and Paid Ads

When you search for a keyword related to a product or service, millions of results appear in seconds. However, most clicks happen on the first page — research shows that 75% of users only view the first one or two pages. Ranking at the top is crucial to driving traffic and generating leads. Organic search results are listings ranked without paying Google, achieved through website and content optimization to meet search engine standards. This process requires time and ongoing effort to maintain performance.

SEO takes time to achieve high rankings, which may not be ideal for campaigns launching a new product. However, consistent SEO improvements can help maintain long-term rankings.

How Google Ads Works

When someone clicks your Google ad, it’s counted as a “click.” Google Ads operates on a Pay-Per-Click (PPC) model, meaning you pay only when someone clicks through to your website. This is why targeting relevant keywords is crucial — without it, you risk paying for irrelevant clicks from the wrong audience.

When a user searches for a keyword you bid on, an auction determines which ads appear in prime positions. Factors such as landing page experience, bid amount, ad relevance, and expected click-through rate affect your quality score — and your website’s quality plays a major role.

Types of Google Ads

Choosing the right type of Google Ads for your business depends on your goals and target audience. The right ad type encourages ideal customers to click, improving CTR and conversion rates. Google offers five main ad types to suit different business needs:

Google Search

Search campaigns place your ads on search results pages when users search for your keywords or products. These ads can appear at the top or bottom of organic results, in Google Play, Shopping, Image tabs, and even Google Maps. Search ads are ideal for generating leads or driving traffic while users actively search for your offerings. Many digital marketing agencies specialize in managing Google Ads campaigns to maximize performance and target the right customers for your business.

Google Shopping

Similar to platforms like Shopee, Lazada, or Kaidee, Google Shopping displays your products in the Google Search and Shopping tabs. It’s a great way to sell products online or even drive traffic to physical stores. Google Shopping ads can be customized to your product catalog, helping increase store visits and blending online advertising with offline customer acquisition.

Discover the benefits of promoting with Google Ads — a must for businesses with websites.

Video

Familiar with YouTube ads before a video plays? Video campaigns are Google’s advertising format for YouTube and other partner streaming sites. They are highly effective for brand awareness and storytelling, and for promoting new products to a broad audience.

Application

App campaigns promote your application across Google Play, YouTube, and millions of partner sites and apps. Simply provide some assets and ad text, and Google optimizes placements to increase app installs and reach relevant users.

Display

Similar to traditional billboards, Google Display campaigns place visually appealing ads across millions of partner websites, complete with strong CTAs and robust analytics. This format is ideal for brand awareness and retargeting potential customers.

Conclusion

By understanding the various Google Ads formats, you can determine which is best suited for your business goals. You can start advertising on Google today to reach your target audience more effectively. We offer Google Ads management services with audience analysis and strategic planning to help your business grow and boost sales.