I really like how Google Ads gives complete control over targeting, budget, and performance tracking. It helps reach people exactly when they’re searching for what you offer, and the data-driven insights make optimization very straightforward. Review collected by and hosted on G2.com.

High CPCs, complex setup, and frequent policy or tracking updates can make campaign management a bit challenging at times. Review collected by and hosted on G2.com.

Targeting customer’s search intent, which isn’t possible with a majority of other platforms. Also GDN inventory is quite vast. Review collected by and hosted on G2.com.

Increase of CPCs, without any reason. I see Impression share is consistent but CPCs are just increasing. Review collected by and hosted on G2.com.

As someone who works closely with digital campaigns, I can say Google Ads is a game-changer. Its ability to put your business in front of the right people at the right moment is unmatched. The reach is enormous — you can tap into active search intent, place products in front of ready-to-buy audiences, and track almost every click, impression, and conversion with granular detail.

What I love most is the control it offers — from targeting keywords, demographics, and devices to optimizing for specific goals like sales, leads, or brand awareness. The automation tools like Smart Bidding and Performance Max are impressive (when used right), saving a lot of manual effort and helping scale results faster.

That said, Google Ads isn’t a “set it and forget it” platform. It demands ongoing attention, testing, and budget discipline. The learning curve can be steep, especially for small business owners trying to manage it without experience. Also, costs can escalate quickly if you’re not closely monitoring performance or if your niche is highly competitive.

So, is it the best? For intent-driven marketing — absolutely. But it works best when you combine strategy, creativity, and data, not just a credit card. Review collected by and hosted on G2.com.

While Google Ads is undoubtedly a powerful platform, it’s not without its frustrations. One of the biggest challenges is the cost — campaigns can become expensive very quickly, especially in competitive industries where CPCs are high. Without constant monitoring and optimisation, your budget can vanish with little to show for it. The learning curve is another hurdle; for newcomers or small businesses managing ads in-house, the platform can feel overwhelming and unnecessarily complex. Google’s automation features, like Performance Max and Smart Bidding, promise ease but often feel like a black box — you lose control and transparency over where your ads are showing and why certain decisions are being made. On top of that, customer support can be inconsistent; while reps are available, they tend to push automated solutions that don’t always align with specific business goals. Overall, if you’re not hands-on or strategic, it’s easy to waste time and money before you start seeing real results. Review collected by and hosted on G2.com.

Very high ROAS and great for brand awareness Review collected by and hosted on G2.com.

I feel like it's not as intuitive as Meta Review collected by and hosted on G2.com.

What I appreciate most about Google Ads is its ability to target audiences with great precision and provide real-time analytics. This platform allows me to maintain complete control over my campaigns, making it easier to connect with the right customers in an efficient manner. Review collected by and hosted on G2.com.

Google Ads offers a lot of power, but it can also be expensive and somewhat complicated to use. To prevent overspending, it demands careful optimization, and certain features may take a while to fully understand and manage efficiently. Review collected by and hosted on G2.com.

High purchase intent from organic search results to search ads. Review collected by and hosted on G2.com.

Higher cost per click can result in lower ROI than social ads. Cumbersome setup and verification with automated checks often flagging issues without disclosing them. Review collected by and hosted on G2.com.

I like how Google Ads offers powerful targeting, real-time data, and measurable results, allowing me to reach the right audience and maximize ROI with precision. Review collected by and hosted on G2.com.

It can be expensive and highly competitive, and managing campaigns effectively often requires constant monitoring and optimization to avoid wasted spend. Review collected by and hosted on G2.com.

One of the best things about Google Ads is the wide range of targeting options. You can really narrow down who sees your ads, which helps avoid wasting budget on people who aren’t likely to become customers. What I like most about the mobile ads side is the built-in Keyword Planner tool. It lets you enter keywords related to the products you’re selling and shows both past search trends and future forecasts. That way, you can see how many people are searching for a product and make smarter decisions about where to spend your budget. Review collected by and hosted on G2.com.

One thing I wish Google Ads would improve is making the store visit metric available to smaller accounts, not just those that meet a high spend threshold. I also find the way keywords are organized in the platform can get a bit messy. It’s sometimes hard to track how much you’ve spent on a specific product or keyword because Google tends to group things together, which makes it harder to get a clear breakdown. Review collected by and hosted on G2.com.

I find Google Ads to be fairly easy to use, even as someone who's just starting out. The platform guided me through the setup process step by step, which made it less stressful. For example, when I created my first campaign, the AI suggested keywords based on my website, which saved me time and made the process smoother.

The daily and live reports are helpful for tracking my ad performance. It’s easy to check in on progress and see how things are going. Another feature I found useful was the budget adjustment tool, which showed me a forecast of how many more people I could reach and how much budget would be needed for certain days. When selecting my target audience, Google Ads also informed me of the estimated reach, showing how many people my campaign could potentially reach, which made it easier to gauge the impact.

I plan to leverage the data from my first campaign—such as clicks, cost-per-click, and conversion data for each keyword—to improve and optimize my approach for the next campaign. Review collected by and hosted on G2.com.

There’s not much I dislike, but at the start, it can feel a little overwhelming with all the options. Even though it guided me well, sometimes I had to double-check a few settings to make sure everything was right. For example, when I first set up my campaign, I didn’t notice it had selected a much wider audience than I wanted, so I had to go back and adjust it to target only potential clients. Also, if you’re not careful, the costs can go up quickly, so you have to keep an eye on your budget every day. But overall, it’s been a very good experience for me. Review collected by and hosted on G2.com.

Search ads and other ad formats on Google Ads Review collected by and hosted on G2.com.

Lack of ABM targeting for a company focussed in B2B marketing. Review collected by and hosted on G2.com.