Google Ads is the marketing platform that controls search ads, the Display Network, and YouTube. Depending on your campaign goals you can pay per click, per thousand impressions, per conversion, or a few other options. Search ads typically cost a little more than Display Network and YouTube ads, but comparing their prices is really comparing apples to oranges. Search ads appear directly when someone is searching for what you offer so paying a little more to get their click makes sense if that searcher is more likely to become a customer. While display network ads and YouTube ads provide some targeting options, none are as close to the bottom of the funnel as search ads. YouTube ads and Display Network ads more often than not serve as the billboards of the internet.
While Search Engine Optimization is a good long-term game, Google Ads can help businesses get in front of the right people immediately.