Search Ads
Text ads triggered by what people are searching for.
Overview
Search ads are text-based advertisements shown on search engine results pages (SERPs) in response to a user's query. Because they target active intent — someone literally searching for what you offer — search is one of the highest-converting channels in digital advertising. Google Ads dominates the space, with advertisers bidding on keywords in a real-time auction for placement above and below organic results.
How it works
Advertisers bid on keywords relevant to their business. When a user searches, the engine runs an instant auction combining each advertiser's bid with a Quality Score (expected CTR, ad relevance, and landing page experience) to determine Ad Rank and position. Advertisers pay per click (PPC), and only when their ad is clicked. Ads are labelled 'Sponsored' and can include extensions like sitelinks, callouts, and phone numbers.
Common uses
- →Capturing high-intent, bottom-of-funnel demand
- →Brand defence (bidding on your own brand terms)
- →Local services and 'near me' searches
- →E-commerce via Shopping campaigns
Pros & cons
Pros
- ✓Targets active intent — high conversion rates
- ✓Pay only for clicks, not impressions
- ✓Highly measurable and controllable
- ✓Fast to launch and easy to test
Cons
- ✗Competitive keywords can be very expensive
- ✗Limited to text — minimal creative expression
- ✗Requires ongoing keyword and bid management
- ✗No demand generation — only captures existing demand
Live examples
Simulated mockup — illustrative, not a real ad
Search engine results page
About 47,300,000 results (0.41 seconds)
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↑ Paid ads sit above organic results, labelled "Sponsored"
Live ad — served by Google AdSense
And here's the real thing: an actual ad served into the page. What appears depends on the advertiser auction and your browser — it won't always match the format above.
Ad slot
Awaiting AdSense ad unit
Key metrics
Avg. CTR
3–6%
Pricing model
CPC (pay per click)
Typical CPC
$1–$5+ (varies wildly)
Intent
Very high
Advertisement
Ad slot
Awaiting AdSense ad unit