Google AdSense displays text-based ads which are virtually identical to AdWords ads. The primary difference is that the ads are displayed on "content-based" sites instead of adjacent to search results. In other words, AdSense ads appear next to articles and other content on a network of partner sites; AdWords ads appear next to search results on Google and engines that use Google's search results.

Sites displaying AdSense ads sign up with Google to host ads on a revenue-sharing basis. Pay-per-click fees generated by these "affiliate" sites are split between Google and the affiliates.