Internet ads fall into two basic categories: search based (intent) and profile based (programmatic). Each one has its place in a digital marketing plan and should be considered based on the goals of that plan. Generally speaking search/intent ads get better results per ad displayed (impression) where profile/programmatic ads have a greater reach and will be seen by more people.
Google Ads are the most recognized search ads but Bing, Yahoo and others have search ad platforms as well. These ads are usually text based and are set to target keywords that users enter into search engines. With these ads you can reach people looking for what you offer and also your competitors, other locations or most any search term.
Irene Ryn Real Estate
Real Estate can be pin-point targeted for location, demographics and keywords to bring a great ROI. This client uses several search ads strategies, in one case an ocean view home was advertised to affluent areas hundreds of miles away bringing the buyer from out of the area directly to the webpage for the property.