... the quality score. This metric strives to ensure that the ads Google shows on its results page are true, high-caliber matches for what users are querying. If they aren't, the whole system suffers and Google makes less money.
It's not the client's money that controls ad placement. Rather, it's Google's own algorithm that determines the price of admission to the club of web advertisers. With so much traffic through its site, Google has the ability to experiment in real time with algorithms and sales strategies. Very clever, indeed. Advertisement is treated as just another piece of content that needs to be matched to the user's search request.
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