I saw a lot of opinions here regarding Google ads, but anyway, I would like to share my experience. So, I have an e-commerce site, and I tried ad campaigns on all social media platforms and Google. After the first month, the most traffic came from social media platforms. From Google, I got very few visitors, and it was much more expensive to run the campaign compared to social media.
For my campaigns, I used adspy. It shows what campaigns my competitors are running on social media, and I just got inspired by them and used their strategies for my own campaigns. No headaches and great results.
For Google, I'd recommend just taking care of the SEO part: relevant and useful content, optimizing your site in speed-loading aspects, adding cookies and privacy policies, etc.