Like everything in life, there are disadvantages to using Google Ads, with the biggest one being that you quite literally need to "pay to play," meaning, that without pumping money into your Google Ads account, you won't be able to advertise anything at all. Moreover, since many, many businesses actually use Google Ads, it might end up being very difficult to stand out—and expensive too, especially in industries that are particularly competitive and have high CPC rates. Another disadvantage includes the fact that you need to stick to a low number of characters when creating your ads.