Google Ads are digital ads within Google's network that run a variety of formats and appear on different websites, including videos and shopping listings. To create effective Google Ads, it's essential to understand search intent, as the ad copy should match the user's search query. This includes targeting high-intent keywords indicating buyers who are closer to conversion. Advertisers can also use social proof, such as product reviews and ratings, to build trust with users. Discount offers and promotions can be effective for extremely high-intent keywords, while addressing pain points and unique benefits can help differentiate a brand from competitors. Additionally, promoting free products or services and making conversions easy can generate high-quality leads and drive revenue. By understanding these strategies and using tools like Google's Recommendations page and automation workflows, advertisers can optimize their Google Ads campaigns for success.