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?

• By giving advertisers control over the number of specific actions their spend will return
• By giving advertisers control over which competitors they place ads in auctions against 
• By giving advertisers control over the next highest bid allowed in auctions they enter
• By giving advertisers control over the maximum they spend per month.