The 9 Google Ads Types: Which Is Best for Your Campaign?

The 9 types of Google Ads campaigns

Google Ads is a powerhouse for online advertising, offering various campaign types to fit different marketing goals. But with nine different types to choose from, it can feel like a game of “guess and check.”

Don’t worry—I’m here to break it down for you. As someone who’s managed countless Google Ads campaigns across industries, I’ll help you cut through the noise and make an informed decision that boosts your ROI.

Type 1: Search Campaigns

Search campaigns are the bread and butter of Google Ads—those text ads you see right at the top of the search results page.

This type of search engine marketing targets users who are already actively searching for specific keywords, making it a great choice for capturing high-intent traffic. Think of paid search ads as your digital salesperson, stepping in right when a customer is ready to buy.

Example: E-commerce store

An online shoe store might run a search campaign targeting keywords like "buy running shoes" to attract customers ready to make a purchase. It’s like having a sign right where the crowd is gathered, ready to sprint to checkout.

Type 2: Display Campaigns

Display campaigns are like billboards for the digital age—but smarter. They plaster your ads (images, videos, you name it) across Google’s vast network of partner sites, YouTube, and apps.

This type of Google Ad campaign is all about eye-catching creatives that get people to notice you while they're browsing, reading, or watching funny cat videos.

Example: Fitness app

A fitness app could use display ads to showcase video content on health and wellness blogs. Why? To capture the attention of fitness enthusiasts and turn them into app downloads faster than you can say, "HIIT workout."

Type 3: Shopping Campaigns

Tailored for e-commerce, shopping campaigns showcase your products directly in search results with images, prices, and reviews.

They’re like mini-billboards for your products and perfect for e-commerce stores that want customers to see what they’re selling before they even click.

Example: Electronics retailer

An electronics retailer can use shopping campaigns to display gadgets like the latest smartphones right on the search page, making it stupidly easy for customers to compare and buy without even needing to click.

Type 4: Video Campaigns

Video campaigns run on YouTube and Google’s partner sites and are for those who have a story to tell (or a product to sell) and want to use the power of moving pictures to do it.

Think of video campaigns as mini-commercials on YouTube and other Google sites — skippable or non-skippable, but ideally, too good to skip.

Example: Fashion brand

A fashion brand might use video campaigns to launch a new collection, creating ads that are more entertaining than the content you were actually there to watch. Think runways, behind-the-scenes, and enough glamour to keep people hooked.

Type 5: App Campaigns

App campaigns do the heavy lifting to promote your mobile app everywhere — Google Search, Play, YouTube, and across the web.

Google’s AI optimises your ads to hit the right users at the right time, all while you sit back and watch those downloads roll in.

Example: Gaming app

A gaming app could use Google Ad's app campaigns to target folks who’ve got a thing for mobile games, serving up ads to the right players and turning those casual gamers into loyal addicts.

Type 6: Local Campaigns

Local campaigns are the best Google Ads type if you’re looking to drive more foot traffic and visits to a physical location.

These campaigns use Google Search, Maps, YouTube, and Display to connect with local customers, getting people off their screens and into your store.

Example: Restaurant

A local restaurant can use local campaigns to pull in nearby diners by showing ads with directions, reviews, and current promotions, like “2-for-1 Tacos Tonight!” You know, the kind of stuff that gets mouths watering and butts in chairs.

Type 7: Smart Campaigns

Smart campaigns are the set-it-and-forget-it Google Ad type, designed specifically for small businesses looking for simplicity.

With automated targeting, creatives and optimisation – you tell Google what your goals are, and they handle the rest. It’s like having a tiny marketing team in your pocket, minus the payroll.

Example: Small retail shop

A small retail shop might lean on smart campaigns to promote its business and streamline their advertising efforts, letting Google's AI take the wheel and find those customers.

Type 8: Demand Gen Campaigns

Demand Gen campaigns, which replace Discovery ads, run visually rich ads across Google's Discover feed, YouTube, Gmail, and more.

These campaigns are designed not only to reach users during moments of discovery but also to drive specific actions like sign-ups, inquiries, or purchases with engaging and conversion-focused formats.

Example: Travel agency

A travel agency could use Demand Gen campaigns to inspire potential customers by showcasing exotic destinations through eye-catching images and videos while encouraging them to take action—such as signing up for a newsletter or booking a trip—right from the ad.

Type 9: Performance Max Campaigns

The latest Google Ads campaign type, Performance Max is an automated solution for those who want it all—reach, clicks, conversions, you name it.

They let you run a single campaign across every Google channel, optimising like crazy based on specific conversion goals and what's driving the best ROI.

Example: Online course provider

An online course provider could use Performance Max campaigns to hit every possible channel, ensuring their ads show up where they count and generating course sign-ups from all directions.

Which campaign is best in Google Ads?

Picking the best Google Ads campaign type isn’t a one-size-fits-all answer; it hinges on your business goals.

Here’s a quick rundown:

• Search Campaigns: Best for capturing high-intent traffic.
• Display Campaigns: Best for brand awareness and visual engagement.
• Shopping Campaigns: Best for e-commerce businesses.
• Video Campaigns: Best for visual storytelling.
• App Campaigns: Best for driving app installs.
• Local Campaigns: Best for increasing foot traffic to stores.
• Smart Campaigns: Best for small businesses with limited resources.
• Discovery Campaigns: Best for immersive, visually rich ads.
• Performance Max Campaigns: Best for cost-effective omnichannel marketing.

Should I use Display or Search Ads?

This is a question I hear a lot. The answer depends on your marketing objectives and where your audience is in the funnel:

Display Ads

Use these for brand awareness and to reach a wider audience while they’re browsing online content.

They’re visually engaging and work well for retargeting users who’ve already visited your site. For instance, a travel company might use display ads to feature stunning destinations, enticing users to explore vacation packages.

Search Ads

Choose search ads if you’re targeting users with specific intent. They’re highly effective for capturing high-intent traffic because they appear when users are actively searching for what you offer.

For example, a home improvement company could target the keyword "kitchen remodeling services" to attract users who are ready to hire a contractor.

Best practices for running Google Ads campaigns

No matter which type of Google Ad is best for your business, there are some basic rules that are non-negotiable.

To get the most out of your Google Ads campaigns, follow these tried-and-true strategies:

1. Conduct thorough keyword research: Use tools like Google Keyword Planner to find high-volume, low-competition keywords that align with user intent.
2. Create compelling ad copy: Write persuasive ad copy that clearly communicates your unique selling points and includes strong calls to action.
3. Utilise ad extensions: Ad extensions like site links, callouts, and structured snippets can provide more information and enhance your ad's visibility.
4. Optimise landing pages: Make sure your landing pages are fast, relevant, and provide a seamless user experience. A well-optimised landing page can dramatically improve your conversion rates.
5. Monitor and adjust campaigns: Regularly review performance data and make data-driven adjustments. A/B testing different ad variations can help identify what works best.
6. Use conversion tracking: Implement conversion tracking to measure the effectiveness of your ads and understand which ones drive valuable actions.
7. Leverage audience targeting: Use audience targeting options like remarketing, in-market audiences, and similar audiences to reach users most likely to convert.