Most of the Internet is free to access. Or that’s what it seems like. But behind every search result, YouTube video, and news site, money is being exchanged in one way or another. And even you are making a payment with your data and attention.
At the heart of this “free” internet system are ad platforms like Google Ads. Google Ads powers most of the advertising you see on the internet. It’s the reason small local businesses can show up in your search results next to big brands, and it’s also why you get very specifically targeted ads in between YouTube videos and Games on your phone.
So what exactly are these Google Ads? How do they work, why do you keep seeing them everywhere, and what does it mean for you as a user or a business owner? Let’s have a look.
What Are Google Ads?
Google Ads is Google’s advertising platform. It’s the system businesses use to promote their products and services. Every time you see a “Sponsored” link at the top of a Google search, a video ad on YouTube, or a banner on a random website, it’s usually powered by Google Ads.
Launched in 2000 as Google AdWords, the platform has grown into the world’s largest digital advertising network, with millions of advertisers and billions in its network. Instead of casting a wide net like TV or print ads, businesses can target people based on what they’re searching for or engaging with online.
At its core, Google Ads is how Google generates most of its revenue. It’s also why you keep seeing ads tailored to your searches, location, and browsing behaviour.
What Are Google Ads Used For?
Google Ads helps businesses reach people at the right moment. Instead of hoping the right audience stumbles upon a generic ad, advertisers can target users based on their searches, browsing history, or the videos they’re watching.
Here’s what Google Ads is used for:
- Driving Traffic: Want to bring more people to your website? SEO and strategic keywords can help, but Google Ads gives you the extra boost you might need.
- Boosting Sales: Have you noticed that Google search directly shows you products on the SERPs? There’s also a dedicated Shopping tab. Advertisers can promote products with shopping ads that show prices and images. Their ads are not just on Google search; you’ll see them in some ad-supported Android apps, too. And it’s convenient for the users as they don’t even have to browse through different websites to find the product they’re looking for.
- Building Awareness: Display ads can help build brand visibility across thousands of websites in Google’s network. And when they keep interrupting the YouTube videos you’re trying to watch, you’re bound to notice.
- App Promotion: While you can show ads in your app, you can also promote your app through other apps. Google Ads is a proven way to promote your app and get more installs and engagements.
- Video Reach: Brands on YouTube use Google Ads to drive views. Also, these ads are how YouTubers make money. So maybe they’re not all bad after all.
In practice, Google Ads is a flexible tool businesses use to grow online. It works just as well for small shop owners trying to find their first customers as it does for established companies running large campaigns.
Why Am I Seeing Google Ads?
The reason you keep seeing Google Ads is because of strategic targeting.
In TVs and Print, ads were disseminated to everyone without any option for targeting. But platforms like Google have extensive data on us. I’m writing this article on Google Docs. Gmail has become the standard email provider for almost everyone. Google is the most popular search engine. YouTube is the world’s most popular video platform, and the second most popular search engine. Android is the most popular smartphone OS. There’s a good chance you’re reading this on Google Chrome. And it’s all tied to your Google Account. So, whether you like it or not, Google knows you and is very well aware of your browsing behaviour. And while these are all free services to you, they collect your data.
Moreover, advertisers don’t want to waste money showing their campaigns to just anyone. They aim to target individuals more likely to engage with their content, watch, or make a purchase. That’s where Google monetizes your data.
If you search for something like “best running shoes”, Google instantly knows you’re interested in footwear and may show you ads for sneakers across search, YouTube, or even partner websites. The same thing happens if you visit an online shop and leave without buying; you’ll probably notice ads for that same brand reminding you to come back.
Location also plays a role. A restaurant in your neighbourhood can target ads to people nearby, while larger brands often rely on demographics and interest data. And since many of us stay signed into our Google accounts across multiple devices, ads can follow us from phone to laptop to TV.
In short, you’re seeing Google Ads because advertisers have chosen to target someone like you, and Google has the tools to make that connection almost anywhere online.
How Does Google Ads Work?
At its heart, Google Ads is like an auction. Advertisers bid on keywords, topics, or audience groups, and Google decides whose ad gets shown. But it’s not just about who pays the most. Google also takes into account something called Quality Score, which measures how relevant and valuable the ad is to the user. A well-targeted, high-quality ad can beat a higher bid.
Most campaigns run on a pay-per-click (PPC) model, where advertisers only pay when someone interacts with their ad. Others are billed by impressions (how many times the ad is seen) or by specific actions like an app install. This allows small businesses with limited budgets to compete with big brands.
When you search on Google, scroll through YouTube, or browse a site in the Google Display Network, the system works behind the scenes in milliseconds to decide which ad you see.
What Types of Ads Can You Run on Google?
Google Ads comes in many forms, each for a specific marketing goal. Here are the main ones you’ll see:
- Search Ads: Text ads that show above or below organic results when you search on Google.
- Display Ads: Image or banner ads on millions of websites in the Google Display Network.
- Video Ads: Ads that play before, during, or after YouTube videos.
- Shopping Ads: Product listings with images, prices, and buy links right in Google Search.
- App Ads: Campaigns to drive downloads and engagement for mobile apps across Google’s platforms.
Each one serves a different purpose. Some are for people who are actively searching, while others can just show up based on your recent online activities.
Where Does Google Display Ads?
Google Ads aren’t just limited to search results. They’re everywhere on Google’s platform and network.
You’ll see them on Google Search, where sponsored results show up above the organic listings. On YouTube, ads show up before or during videos, and sometimes as display banners alongside the player. Gmail has ads that blend into your inbox, labelled as “Sponsored.” Google Maps also features ads, allowing businesses to pay for higher visibility in local search results.
Beyond Google’s own products, there’s the Google Display Network (GDN), a massive network of partner websites and apps where ads can show up as banners, images, or interactive placements. This network reaches over 90% of internet users worldwide, which is why it feels like Google Ads follow you everywhere online.
Can Ad Blockers Block Google Ads?
Yes, most modern ad blockers are very capable of blocking Google Ads, despite Google nerfing them through Chrome.
The best ad blockers in 2025, like AdGuard and Total Adblock, can block most Google Ads on websites, YouTube, and mobile browsers.
However, not all ad blockers are created equal. Some struggle with YouTube’s embedded ads, and others miss contextual ads baked into a page. If you want to check if your setup is working, use our AdBlock Tester tool. It scans for popular ad services like Google AdSense and trackers like Google Analytics to give you a score on how well your ad blocker is doing.
Wrapping Up
Google Ads are everywhere. And unless you’re using a good ad blocker, they’re hard to miss. And that can be a good thing if you’re a business trying to put yourself or your products out there. And ad engines like Google’s are the reason the internet is free for most people.
And Google Ads clearly aren’t going anywhere, and it makes this giant company most of it’s money. But you still have a choice. Can can leverage them for growth or block them for peace of mind.