Google Ads was designed to deliver three things to every advertiser: relevance, control, and results. It provides relevance by connecting advertisers with the right people at the right time. It provides results by charging only when you get a click. How does Google Ads provide control?

Google Ads provides control by allowing advertisers to set their own budget, specifically the maximum amount they are willing to spend per month. This ensures that advertising costs remain within their financial limits. While Google Ads aims for results and relevance, it doesn't guarantee a specific number of actions for a given spend, as performance varies. Advertisers also do not have direct control over competitor targeting or setting the next highest bid in auctions; the auction system is dynamic and automated based on various factors including bids, ad quality, and context.