It's only a waste if you're not converting the sale
Google Ads DO work, if you do them right. You have to remember, buying a word like "hosting" woudl be very expensive, and if they're searching for "hosting" they're still in the LOOKING phase. You need to be more precise on what it is the user is wanting to buy, and go after BUYERS and not TRAFFIC.
If you convert, google is actually quite inexpensive compared to traditional marketing. You can target very detailed with Google and other similar programs.