How does Google Ads work?

Every time someone performs a search on Google, an auction happens in milliseconds. Suppose someone searches for: "Best accounting software for startups." Google instantly evaluates all advertisers targeting similar keywords. Each advertiser receives an Ad Rank based on factors including: - Maximum bid - Quality Score - Expected CTR - Ad relevance - Landing page experience - Auction competitiveness The highest Ad Rank doesn't necessarily belong to the highest bidder. A company with highly relevant ads and an excellent landing page can often outrank competitors who bid more. If the user clicks your ad, you generally pay only for that click—not simply for appearing in search results.