Search is the original and most intent-driven Google Ads campaign type. You choose keywords that describe what customers search for, write responsive search ads, and bid in a real-time auction every time a matching search happens. Ads appear above and below the organic results, and you pay when someone clicks.
Because Search reaches people at the exact moment of need, it's the backbone of most lead-generation accounts. Performance depends on tight keyword-to-ad relevance, smart use of match types and negative keywords, strong ad assets, accurate conversion tracking, and landing pages that deliver on the ad's promise. Google's AI Max for Search campaigns can now extend reach beyond your keyword list where it finds relevant demand.
Example
An HVAC company bids on 'AC repair near me' and 'furnace replacement cost' so its ad appears the moment a homeowner searches for help.
How Sloss Digital uses it
Search is usually the first campaign we build or rebuild — structured around high-intent services, protected with negative keywords, and optimized to cost per qualified lead.