Whatever it is you do, when potential customer are looking for your products or services, you want them to consider you(r products and /or services). If you are not on the first page of Google, you are non existent (Disclosure – author works at Google).
It can however be difficult to get listed on the first page of the Google natural search results. Even if you list in natural search results you can often expand the number of search queries you can appear on, or claim more real estate on the Search Engine result page, by adding a few paid keywords through Adwords. There are numerous great guides on what a good PPC campaign looks like. I am not going to attempt to write a better one. Here is the official start page from Google. If you are a starter, consider reading this handy Adwords beginner guide.
One thing I would strongly recommend both beginners and advanced Adwords advertisers. Try to limit your keywords to only exact match. And make sure you have only a few keywords that are very closely related in any specific Ad Group. This will very likely take you a bit of time to set up. It will pay off in the long run, as advertising through Adwords is all about relevance.
Make sure your keywords, ad texts and landing pages are more relevant and appealing compared to what your competitors do. If you are struggling to work your way through the Adwords interface or to create a healthy ROI, consider hiring expert help.