Google Ads is the software platform Google uses to power its ad network. Advertisers choose which keywords are most relevant to their products and how much they want to pay for their campaigns. The ads appear at the top of Google’s search engine results page (SERP) or on third-party websites and apps when someone searches for one of these keywords. Advertisers are billed on a pay-per-click (PPC) model, which means you’re only charged if someone actually clicks on your ad.