FWIW it's no longer called Adwords, just Google Ads Agree, keyword (and location, a lot of searches are for X near me) for the most part offers a way of delive

FWIW it's no longer called Adwords, just Google Ads Agree, keyword (and location, a lot of searches are for X near me) for the most part offers a way of delivering relevant ads. Google are able to generate more income per search because of their critical mass of searches and advertisers, as well as having more data on searchers based on search history to maximise that revenue per search.