Google Ads is where you buy attention across everything Google owns: the search results page, YouTube, Gmail, Discover, Maps and the display network that reaches most of the web. You pick who you want to reach, you say what a result is worth to you, and an auction decides whether your ad shows and what that click costs. The part that matters for B2B is search. Somebody typing a problem into Google has already decided they want it solved, and there is no warmer moment in the whole funnel. That intent is why a click in some software categories costs more than a hundred dollars and still pays for itself. The other campaign types work differently. Performance Max spends one budget across every Google surface and lets the model decide where, Demand Gen puts visual ads in front of people before they search, and Google is folding standalone Display campaigns into Demand Gen through 2026, so new visual campaigns should start there. At Nebor we treat Google Ads as a signal source as much as a channel. A paid click is a named intent event, so we push it into the same table as your form fills and your website visitors, score it with everything else you know about the account, and route it like any other inbound lead. Customer Match takes the flow the other way: a list built in your CRM becomes an audience you can target or exclude, which is how you stop paying to advertise to your own customers.