Google Ads was designed to deliver three things to every advertiser: relevance, control, and results. It provides relevance by connecting advertisers with the right people at the right time. It provides results by charging only when you get a click. How does Google Ads provide control?

By giving advertisers control over the number of specific actions their spend will return
By giving advertisers control over which competitors they place ads in auctions against
By giving advertisers control over the next highest bid allowed in auctions they enter
By giving advertisers control over the maximum they spend per month.