[tkluck]

> Ads aren’t worth very much. Google ads generate [...] maybe fractions of a penny.

Suppose someone types "hotel Paris" into a search engine. Then the ads auction is the search engine turning around and saying "here's someone that's (probably) about to spend a thousand euros on _some_ website. How much if I send them to yours?" You can't buy that kind of intent-to-buy for only pennies -- that's 2-3 orders of magnitude off.

There's definitely ads that are sold by the kilo-impressions, but search ads generally do not fall in that category.

Disclosure: I work for Google, but have no relevant inside information. A public resource for this is https://brandastic.com/blog/how-much-do-google-ads-cost/:

> In 2022, the average Google AdWords cost per click is about $1 to $2 on the Google Search network. Some newer niches may still see lower costs, while more established businesses, might see higher cost-per-click averages.