Google Ads or AdWords? How it all fits together

Google AdWords and Google Ads are the same tool. The name changed in 2018. The account, the campaigns and the history came along, so nobody had to start over. Many people still search for AdWords, and an AdWords consultant is the same thing as a Google Ads consultant.

Why did Google change the name?

AdWords began as a way to show text ads in the search results. Over the years the tool grew. Today the same account runs ads in search, on YouTube, in Shopping and in several other channels. The new name reflects that it is no longer only about keywords.

What is the same as before?

• You pay in an auction. Which ad is shown depends on bids, ad quality and how well the ad matches the search.
• The account should be in your name. That was true then and is true now. Whoever manages the account should be invited, not the owner.
• The basics are the same. Keywords, ad copy, landing pages and follow-up decide the result.

What has changed since the AdWords days?

More automation. Google now handles much of the bidding automatically. The Performance Max campaign type shows ads across several channels at once. That shifts the work: instead of adjusting every bid, the job is more about giving the system the right signals.

Measurement has become more important. The automation optimises towards what you tell it is a result. If conversion tracking is wrong or missing, the account optimises for the wrong thing. That is the most common reason ad budgets leak.

More formats. The same account can now run search ads, Shopping, video and more. That demands more of the structure, so you can see what each part costs and delivers.

Is an AdWords consultant the same as a Google Ads consultant?

Yes. It is the same skill and the same account, just different names for the tool. What matters is what the consultant actually does. I work in Google Ads with account structure, bidding, keywords, landing pages and measurement, tied to follow-up on what a customer costs.

What to demand from whoever manages the account

1. The account is in your name, and you have full visibility into it.
2. Conversion tracking that shows cost per customer, not just clicks.
3. A review of what already exists before anything is changed.
4. Clear reporting you understand, with no minimum term that locks you in.

If you want a second opinion on an account, talk to me. I always start by looking at what is already there.