What are the pros and cons of Google Ads?

As we all know Google Ads is an online advertising platform developed by Google, Google offers paid advertisements which appear in search results on google.com with the use of Google AdWords. Here advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users. When we search something on Google we see an ad on top or bottom, these are Google Ads. These ads are hugely successful in driving traffic.
Now let’s talk about its pros and cons to know Google Ads better.
Google Ads Pros
1. Creating an Ads campaign can be quick: After doing a bit of keyword research, decide on your budget, set up a campaign and a few ad groups then write some killer ad copy, and you are ready to go! Your ads will appear as soon as they’ve been approved, which could be instantaneous.
2. Instant Result You Will Get:  If you’re looking to drive traffic to your site quickly then Google Ads can be really helpful. Another efforts will take weeks, sometimes months to take effect. That’s why Google Ads is instant.
3. Google Ads have increased in size: In 2016 the size of the text ads increased, it means that you get more bang on your spent, as the adverts are larger and take up more space in the search results. The ads have become increasingly engaging, with options to add site links and structured snippet extensions. Your ads can look better and more engaging than your organic listings.
4. Measure the results easily: If you want to see what happens when you drive a big number of visitors to your site, then this is the best way to learn. You’ll be gathering a huge amount of data in a very quick time. 
5. You can control of your ads: You can turn your advertisement on and off at your will. Turn on that fire hose, let the visitors come in, and when you have enough enquiries or visitors data just turn the advertising off. 
Google Ads Cons
1. You have to pay for each click to your website: It simply means that you have to pay whenever someone clicks on your ad, whether that click converted or not. So you may get clicks from visitors who have no intention of ever buying your product or service.
2. Your ads will stop, If you have no budget: Google Ads has a very short life. it means when your budget is spent, your ads turn off. If we Compare this with SEO then it is a longer-term investment, with a longer life.
3. Adverts have limitations set: You are restricted by the number of characters you’re allowed. There are three 30 character headlines, two large 90 character description lines and a customisable display URL. And you ideally need to include an attention-grabbing headline, keywords, benefits and a call to action in that too. It is really an art to fit a lot into your ads.
4. You need to invest your time: When it comes to Google Ads, you need to invest quite a lot of time after the campaign’s been set up to ensure that it has been done properly, and then you need to keep monitoring it to find out what’s converting, what’s not, and so on.
I hope these Google Ads pros and cons have helped you to make a decision as to whether Google Ads is right for your business. There are many pros and cons to Google Ads, but if you want to boost your online presence and generate conversions online, it is a great way to reach your target audience as part of the marketing mix.