Google Adwords has several options for targeting specific devices upon which users can search on Google. The devices available at present are tablets, laptop and desktop PCs and mobiles with full web browsers (smartphones).
The options are available as a campaign-level setting and can be accessed on the settings tab under ‘Networks and Devices’:
For best practice running of Adwords campaign, it is recommended that each campaign only targets one type of device – so each campaign that you want to advertise across all 3 device types will need to be replicated and individually target desktops/laptops, mobiles and tablets. Some of the reasons for targeting separately are listed in this post about tablet targeting.
Both mobiles and tablets elicit additional options to target specific operating systems and carriers. The options here will differ by country and is therefore dependent on your location targeting settings (also available on the campaign settings page). For example, the above picture shows the carrier options for Canada and the US, these will change where the campaign targets the UK for example to include ‘O2′ and ‘Vodafone’ but exclude ‘Verizon’ and ‘AT&T’ etc. Furthermore, carrier targeting is not available for all countries and the full list where these extended options are available can be found here. These options are specific to your needs as an advertiser – you may want to target specific networks or OS’s due to the nature of your product/service/availability etc.
If you especially want to target iPads it is actually possible by selecting tablets and then iOS as the operating system as that would then narrow to tablets running Apple’s operating system, hence only iPads.