Types of Google Ads: Which Campaign Type Is Right for Your Business?

Google Ads offers several distinct campaign types, each designed to reach users in different ways and at different points in the buying process. Choosing the right format, or the right combination of formats, depends on your business goals, your audience, and where your customers spend their time online.

Search Ads

Search ads are the most recognizable format, appearing as text-based results at the top and bottom of Google search pages when someone types in a relevant keyword. Since they appear in response to active searches, they reach users with high intent and those who are already looking for what you offer.

Search ads work well for businesses that want to drive leads, phone calls, or website visits from users ready to take action. They are one of the most direct ways to connect with potential customers at the right moment.

Display Ads

Display ads are visual banner ads that appear across Google's network of websites, apps, and platforms. Rather than targeting users based on what they are searching for, display ads reach people as they browse the web, read articles, check the news, or use apps.

This format is useful for building brand awareness and staying visible to audiences who have already visited your website. Display ads tend to have lower click-through rates than search ads, but they can be an effective way to keep your business top of mind and offer a high return for brand visibility campaigns.

Shopping Ads

Shopping ads are designed specifically for e-commerce businesses and appear in Google search results, displaying a product image, price, and store name, giving users key information before they even click. These ads pull from your product feed and are managed through Google Merchant Center alongside Google Ads.

For retail businesses, shopping ads can be one of the highest-performing formats because they attract users who are actively comparing products and are closer to making a purchase.

Video Ads

Video ads run on YouTube and across Google's video partner network, appearing before, during, or after videos, with some formats allowing users to skip after a few seconds. Video is a strong format for storytelling, product demonstrations, and building brand recognition, making it a natural fit for businesses that already produce content and want to put it in front of a larger audience.

Performance Max Campaigns

Performance Max is a newer campaign type that uses Google's machine learning to serve ads across all of Google's channels, including Search, Display, YouTube, Gmail, and Maps, from a single campaign. You provide creative assets and audience signals, and Google's automation determines the best placements and formats to hit your goals.

This format works well for businesses that want a broad reach and are comfortable letting Google's algorithm optimize delivery. It is best used alongside other campaign types rather than as a standalone strategy.

Local and App Campaigns

Local campaigns are designed to drive foot traffic and calls to physical business locations. They pull from your local map listing and other business information to show ads across Search, Maps, Display, and YouTube. For brick-and-mortar businesses, this format helps convert nearby searchers into in-store visits.

App campaigns promote mobile app installs and engagement across Google's full network, making them relevant for businesses with a dedicated app. They are also one of the more hands-off campaign types, as Google automates targeting and delivery based on your app goals and creative inputs.

Ready to Build a Google Ads Strategy That Works?

Working with an advertising agency in Richmond, VA that understands these formats helps ensure your budget is allocated to the campaigns most likely to deliver results. Learn more about our Google Ads management service to get started.

Advanté-BCS can help you build a Google Ads strategy that uses the right formats for your business. Request a quote online or call us at (804) 788-0048 with any questions.