Short definition
Google Ads is Google's paid platform that places sponsored text, image, video, and Local Service Ads in front of users at the moment they search.
In depth
Google Ads is best-in-class for buyer intent — when someone searches 'roof repair Salt Lake City' they are ready to call. Campaign types include Search, Performance Max, Shopping, Display, YouTube, and Local Service Ads (LSAs) which are pay-per-lead and only show for verified service providers. Service businesses see the strongest ROI on Search + LSA combos. Common pitfalls: broad-match bleeding budget, neglected negative keyword lists, and conversion tracking that does not attribute calls.
Example
A med spa runs LSAs alongside Search ads and cuts cost-per-booked-consult from $74 to $31 in 60 days by adding negatives and call tracking.