Glossary
Search Ads
Search Ads are text-based advertisements that appear on search engine results pages (SERPs) above or below organic listings in response to user queries. They are the most intent-driven advertising format because they target users at the exact moment they are actively searching for solutions. Search Ads are typically priced on a cost-per-click (CPC) basis through an auction system, where advertisers bid on keywords relevant to their products or services. Ad position is determined by Ad Rank, which factors bid amount, Quality Score, and ad extension impact. Google Ads and Microsoft Ads are the dominant search advertising platforms. Search Ads excel at capturing high-intent demand — users who already know what they want and are in-market — making them the workhorse of lead generation and ecommerce advertising. Responsive Search Ads (RSAs) allow advertisers to provide multiple headlines and descriptions that the platform assembles and tests automatically to maximize performance.