Google Ads allows businesses to display ads on Google's Search Engine Results Page (SERP) to help them stand out and reach prospects when they search for the type of services they offer. 

You will often see two types of results on the Search Engine Results Page - Ads and organic search results. Google Ads are always accompanied by an 'Ads' label and can be shown above or below the organic search results. Organic search results are for well optimised websites with content that is directly related to the search term. 

Google Ads is a tool you can use to have your business ad appear at the top of the page on a Google search engine results page (SERP). And while this sounds like a great option for getting your site to show up 'at the top' of Google, often you can achieve the same or better results by focusing on your organic search results. Below are some reasons (cons) to consider for not using Google Ads.

Any business, regardless of size, wants to be found at the top of a Google Search Engine Result Page (SERP). With Google Ads you can target users via the Search Engine Results Page on Google. Advertisers can display their ads to users who enter those keywords into Google as their search query, even where their organic Search Engine Rankings don't qualify them to be on the front page for that particular search term. This form of advertising is also recognised as 'pay per click' and 'paid search'.

Google Ads allows you to target specific audiences based on factors such as the users location, search history, and interests. This means that businesses can create ads that are highly relevant to their target audience, increasing the chances of clicks and conversions. Google Ads also provides detailed analytics about the ad campaigns, including information on impressions, clicks, conversions, and more. This data can be used to make informed decisions about how to optimize ad campaigns, improving their effectiveness and return on investment.