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It’s also true that organic results may get more clicks than ads, so being in position one with an ad doesn’t always equate to more clicks.

The second you stop pumping money into your campaigns, the second you stop showing up at the top of Google. That said, while ads are a fantastic way to appear at the top of Google fast, it’s 100% pay to play. In Google’s words, “Higher Quality Scores typically lead to lower costs and better ad positions.” Google’s Quality Score gives you some insight into this. It’s also crucial that your landing page and ad copy align with the keyword you’re targeting. If other people are willing to pay more for a click, there’s a chance you’ll appear lower down or not at all. Just know that bidding on a keyword doesn’t mean that you’ll always show up at the top of the ads block. You can add geographic targeting, too, so you won’t be advertising to folks that live where your business doesn’t operate. If you’re a plumber in London, you can bid on keywords like “plumber in london” and “plumber near me.” That means you bid on the keywords that you want to show up for in Google.

Google search ads work on a pay per click (PPC) basis. How? Just sign up for Google ads and run a search campaign.

If ads are what you see at the top of the results for your target keyword, then the only way to appear right at the top of Google is to pay for ads.