With Google+, if Google can attract users at scale, then it has an opportunity to marry AdWords with Social in a way that Facebook can’t. AdWords already has a huge base of advertiser
The amazing thing about Google+ is that it will enable Google to connect Search and Social, and provide advertisers a closed-loop system. You can target users in Search, and follow them to Google+. Yes, you will be able to reach them when they go back to their friends and family to find recommendations or to share information.