According to 2017's Google Economic Impact Report, businesses make an average of $2 in revenue for every $1 they spend on Paid Search ads. This makes sense because you only pay for traffic from queries you strategically decide to show your ad against.
For example, if a plumbing company wants to generate new leads for "plumbing companies near me" queries, it can appear against just those queries, and it will only get charged when someone clicks the advertisement and visits the plumbing company's website.
Can you think of another form of advertising where the intent to purchase is higher? Your potential customer is literally typing what they want into Google, and your advertisement will only populate on queries relevant to your business goal.
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