With Google Ads, you choose the keywords you want to trigger your ads. Then, you set a maximum bid for how much you’re willing to pay each time someone clicks your ad.If your bid is among the highest for a keyword or phrase, it will appear at the top of search results with a small tag that shows it’s a paid ad.One of the best parts of using Google Ads is that you only pay when people click your ads. In other words, you won’t waste money trying to market to people who aren’t interested in your products or services.Since PPC targets people who are already searching for terms related to your business, it will help you reach more qualified leads — people who are most likely to purchase your products or services.However, there’s one catch. In addition to your max bid, Google considers your quality score (QS) when determining ad placement. Essentially, your quality score is a combination of your ad’s relevance to the keyword that triggered it, click through rate, and the quality of the landing page visitors see after clicking your ad.In short, the Ad Rank formula = (your max cost per click (CPC) bid) x (your ad’s QS).For a single auction, the advertiser with the top Ad Rank will win the top advertising spot.It’s also important to note that you can end up spending less while earning a top position if your ad has a high QS.