AdWords, now officially called Google Ads, is Google’s paid advertising platform. It lets businesses show ads at the top of Google search results and across the web on millions of partner websites, apps, YouTube videos, and more.

If you’ve ever searched something like “best web design agency near me” and noticed that the top results are marked “Ad,” you’ve seen AdWords in action.

For small businesses and freelancers, Google Ads can be a powerful tool to reach potential customers right when they’re actively looking for a solution you offer.

How Google Ads works

Google Ads runs on a pay-per-click (PPC) model. That means:

• You only pay when someone clicks on your ad
• You choose your budget (as little or as much as you like)
• You set your target audience: location, language, device, keywords, and more
• You write a short ad (headline + description)
• You link it to a relevant landing page

Once live, your ads compete in real-time auctions whenever someone searches the keywords you’re targeting.

Example:

You run a WordPress Care Plan service. If someone searches “maintain WordPress site,” your ad could appear at the top of the page—with a link to your care plan offer. They click, you pay a small fee, and they land on your site. If the ad is well-optimized, that click might become a client.

Types of Google Ads

Google Ads isn’t just about text in search results. It includes:

• Search ads – the classic “Ad” listings above organic search
• Display ads – banners across the web on Google’s Display Network
• Shopping ads – product-based listings for e-commerce sites
• YouTube ads – video or banner ads before and during YouTube content
• Performance Max – automated campaigns across all Google platforms

For most service-based businesses, Search ads are the most relevant starting point.

Why it matters for small businesses

• Immediate visibility – Unlike SEO, which takes time, ads show up instantly
• Highly targeted – Reach people actively looking for your services
• Flexible and measurable – Set a daily budget, track conversions, pause anytime
• Boosts new site launches – Helps you gain traction before SEO kicks in

Common pitfalls

• Poorly chosen keywords (too broad = wasted clicks)
• Sending traffic to weak landing pages (low conversion)
• Not setting a clear daily budget
• Skipping negative keywords (which block irrelevant traffic)
• “Set and forget” mentality—ads need ongoing refinement

Bottom line

AdWords (Google Ads) is a pay-to-play channel—but one that can drive serious results if done right. It’s not magic, but it is measurable. If you want leads fast or need to test offers before committing to long-term SEO, Google Ads gives you that flexibility. Just make sure your site is ready to convert visitors once they land.