Google Adwords offers a Pay Per Click (PPC) advertising for text ads as well as Cost Per Thousand advertising for image ads.
You have full control over your ads on Google Adwords as you can set your cost you are willing to pay per click as well as you budget per day or per ad you created. The same for Cost Per Thousand where you select the amount you are willing to pay per 1000 impressions.
With adwords you can create a selection of keyword phrases, set a campaign with various options example; countries, times, dates, device etc. This way you target your direct users.
Google's text advertisements are short, consisting of 2 headlines consisting of 30 characters each and two additional text lines consisting of up to 80 characters, with some interesting adwords extensions.Image ads can be one of several different Interactive Advertising Bureau standard sizes.