Google Ads operates on a pay-per-click model, in which users proffer keywords and pay for each click on their ads. Every time a search is initiated, Google investigates the pool of Ads. A set of winners ensured to appear in the valuable ad space on its search results page. PPC is an online advertising model in which advertisers pay each time a user clicks on one of their online ads. … All of these searches trigger pay-per-click ads. In pay-per-click ad, businesses running ads are only charged when a user actually clicks on their ad.