Glossary · Marketing, CRM & Growth
Google Ads (PPC)
Overview
How Google Ads works
Google Ads runs on an auction. You choose keywords you want to appear for, set a maximum bid, and write ads. When someone searches, Google runs an instant auction that combines your bid with Quality Score — a measure of ad relevance, expected click-through rate, and landing page experience — to decide which ads show and in what order. You typically pay only when someone clicks.
Campaign types and reach
Beyond Search text ads, Google Ads covers several formats: Display banners across millions of websites, video ads on YouTube, Shopping ads for products, and app promotion campaigns. Performance Max uses Google's automation to run across all of them from a single campaign. This range lets advertisers reach people actively searching and people simply browsing, all measured against a chosen goal.
Running Google Ads that pay back
Profitable PPC is about efficiency, not just spend. A full-service team structures campaigns, researches keywords, writes and tests ad copy, and builds fast landing pages that convert clicks. Pairing Google Ads with call tracking through CallRail, marketing attribution, and CRM follow-up in HubSpot or Salesforce ensures every lead is measured — so budget shifts toward the keywords and campaigns that actually produce customers.
Where we use it
Related Zen in Tech services
How our team puts Google Ads to work in real projects.
FAQ
Google Ads — common questions
How much does Google Ads cost?
There's no fixed price — you set your own budget and pay per click. Cost per click ranges from a few cents to tens of dollars depending on how competitive your keywords are. You control total spend with daily budgets and bid caps.
Is Google Ads worth it for small businesses?
It can be, because you control the budget and only pay for clicks. The keys are targeting the right keywords, sending clicks to a relevant landing page, and tracking conversions so you know your cost per lead. Without those, it's easy to overspend.
What's the difference between Google Ads and SEO?
Google Ads is paid — you pay for placement and results appear immediately, stopping when the budget does. SEO earns unpaid organic rankings over time and keeps working without per-click costs. Most businesses use both: ads for speed, SEO for durable traffic.
Need Google Ads done right?
Book a free consultation and we’ll map the fastest, most cost-effective path for your project.
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