What is Google Ads?

Google Ads (formerly Google AdWords) is Google’s advertising platform for buying traffic on Search, partner sites, YouTube, and mobile apps. It is one of the largest traffic sources for search, display, and app campaigns in performance marketing.

Buying runs on real-time auctions: advertisers set bids and budgets; Google ranks ads by Ad Rank (bid × ad quality × expected CTR). Billing is typically CPC or CPM; for apps — CPI and tCPA via App promotion campaigns.

Campaign types

  • Search. Text ads on keywords in Google Search — high intent, common in finance, insurance, B2B lead gen.
  • Display. Banners and responsive ads on the Google Display Network (GDN) — reach and retargeting.
  • Video. YouTube Ads — in-stream, in-feed, bumper.
  • App. UAC / App campaigns — installs and in-app events on Google Play and across the network.
  • Performance Max. Automated delivery across Google channels (Search, Display, YouTube, Gmail, Discover) with one budget and asset groups.

Tracking and measurement

Google Ads integrates with Google Analytics 4, Google Tag Manager, and on-site conversion tags. The gclid (Google Click ID) passes in the URL for offline and S2S attribution. In a tracker funnel: final URL or tracking template → tracker redirect → landing; conversions import via API or uploads. For apps — Firebase / Play install postbacks and SKAdNetwork on iOS.

Use in arbitrage

Search delivers expensive but high-intent search traffic; Display and YouTube add volume and top-of-funnel. Policies are stricter than push networks: financial products, gambling, healthcare, misrepresentation. Brand bidding on advertiser trademarks is often forbidden in offers. Sustainable white hat funnels rely on transparent landings, proper disclosures, and accurate ROAS / ROI reporting.

See also

Google Display Network, Performance Max, Quality Score, Contextual advertising, Search advertising.