A Google Search Ad, also known as Pay-Per-Click (PPC), is an online advertising model where advertisers pay a fee each time their ad is clicked on in the search engine results page (SERP).

Google Search Ads or PPC is necessary because it allows businesses to reach their target audience effectively. It ensures that their ads are displayed to users who are actively searching for relevant products or services, increasing the likelihood of conversions and generating valuable leads.

PPC works by advertisers bidding on specific keywords relevant to their business. When a user searches for those keywords on Google, the search engine displays relevant ads based on the bidding and ad quality. Advertisers only pay when their ad is clicked, hence the name "Pay-Per-Click."

PPC helps businesses in several ways. Firstly, it increases brand visibility and exposure by displaying ads at the top of search engine results. Secondly, it drives targeted traffic to their website, increasing the chances of conversions. Lastly, PPC provides valuable data and insights that can be used to optimize campaigns and improve overall marketing strategies.

PPC is necessary for businesses because it offers immediate results and a high level of control. Unlike organic search results, PPC allows businesses to appear at the top of the SERP instantly, driving immediate traffic and potential customers. Additionally, PPC campaigns can be adjusted and optimized in real-time, ensuring the best possible return on investment (ROI) for businesses.