Google ads (formerly Google Adwords) is the most popular paid search platform used by Internet users for paid search. Users can set their daily budget for each campaign of their website and select bids for each ad group of their ad campaign based on their budget and keyword competition. Further in includes settings like location-specific settings, mobile devices settings and ad schedules. Google also have their own Google Ads Keyword Planner which allows you to choose keywords for your adgroups.