You design and place ads that are displayed when people search for keywords you select.
You only pay when the user clicks on your adv and the price depends on how many people are also competing for the keywords.
You can restrict it to only show the adv to users in a very specific region.
For example, you can show adv to people who are searching for 'deck builder' in some part of Toronto.
You can also restrict the amount you spend.
If you want to learn more there is a well known Adwords course by perry marshall http://www.perrymarshall.com/google/
If you have the money to spend it is worth a shot. I see your competition is using it.