The benefits of Google Ads are fast results from ads and targeting options in the largest userbase for a search engine
Google Ads allows you to put up ads through 2 networks,
The search network
The display network
The Search Network
The search network allows you to target keywords, reaching your audience by appearing at the top of the SERP if you win the top few bids for the keyword
This allows you to get a large number of impressions when you win bids for the keyword, allowing you to reach out to many people BUT only having to pay if they click on your Ad!
The Display Network
The display network allows you to appear on websites in the form of banners, videos, images and lightbox ads
This is excellent for reaching out to
Affinity audiences
People who have a high interest in similar content
In-market audiences
People who are actively looking to buy products or services you have
Additional means of targeting include placement ads where you can choose specific websites for your ads to show up!
This can lead to high impressions when you choose reputable sites in your industry/niche (although in can be more costly for such sites)!
Summary
Google Ads is a very powerful marketing tool that you should be using!
The large reach and versatile targeting options will allow you to display your ads to your target audience and through multiple channels(search and display options)!
Combined with Google Analytics you can collect vital information to continue to improve your marketing campaign for greater success. Hopefully this information has helped you along your digital marketing journey!
Cheers!