SEM or Search Engine Marketing is the ability to show text ads based on keyword searches on Google search results in a real-time bidding auction.
Google Ads places ads designed to promote your business, services, or products above organic results, driving site traffic and conversions to your business.
Lower funnel reach. Users who are on Google are ready to take an action; they are searching directly for things pertaining to your business. Your text ad gets in front of that user at the right time; taking them to the most relevant page on your site where they can take the next steps.