Marketing works by influencing a consumer to take action. It's much easier to succeed at this if we're able to focus our efforts on the right customer at just the right time. When we know who's most likely to buy from us and when they're ready to buy, we can spend less money marketing and increase our ROI. When someone looks for something online, their first stop is usually Google. And because they tell Google exactly what they're looking for, it's no surprise that Google can connect businesses with consumers looking for their product or service. Google Ads gives us the ability to show ads to people searching on Google or across the web with amazing granularity.. In this section, I'm going to help you understand the foundations of Google Ads. I'll walk you through the ins and outs of setting up your first account and launching your first ad. I'll draw upon my years of experience running Google Ad campaigns for several companies to share tried and true best practices.