Google Ads is an auction system: you bid on keywords and Google determines which ads appear based on bid amount, Quality Score (CTR prediction × landing page relevance × ad relevance), and ad extensions. You pay only per click. For Indian small businesses, Google Ads is worth investing in when you have specific products or services with clear buyer intent, a minimum budget of ₹10,000–₹15,000/month to exit the learning phase, and a well-built landing page that converts clicks to leads. Pair paid traffic with content marketing and SEO so that organic traffic grows in parallel with paid - reducing cost-per-acquisition over time as organic leads increase.