Everyone has preferences, whether it’s a favorite music genre, a preferred cuisine, or anything else. We discover what we like and dislike by exploring new options.

However, some things are best experienced through sampling rather than full-blown trials. For instance, testing every single Google ad type wouldn’t be a wise use of your budget. To simplify your decision-making, we’ve categorized all Google ad types, providing explanations, ideal target audiences, subtypes, advantages, and disadvantages. This way, you can identify the most suitable options for your business.

Contents

• Search
• Display
• Video
• Shopping
• Smart
• Performance Max
• App
• Discovery
• Local
• Local Services Ads

How many distinct Google ad types are available?

To clarify, when people inquire about this, they’re typically referring to Google Ads campaign types. Nine Google Ads campaign types exist, each with its own set of ad formats or subtypes.

Considering all campaigns, there are 22 Google ad variations:

Let’s delve into each one for a closer look.

1. Google Search Campaigns

What they are: Search campaigns are the original form of Google advertising. How they work: You place bids on keywords relevant to your offering. When users search Google using those keywords or related terms, your ad may appear at the top of the results page, provided it wins the Google Ads auction.

Here’s a real-world example of a Search ad. Who they’re best for: Search campaigns can benefit any business. Since standard Search campaigns heavily rely on searches with commercial intent, they can be particularly effective for businesses aiming to generate leads or sales.

Types of Google Search Ads

Within Search campaigns, you have these ad format choices:

• Responsive search ads: These ads dynamically cycle through a combination of up to 15 headlines and four descriptions to deliver tailored ads that match individual user searches in real-time. For guidance on responsive search ad copy, refer to our responsive search ad template.

• Call ads: Designed to boost calls to your business, these ads prominently feature a clickable phone number as the headline. Make sure to use call tracking if you opt for this ad type!

• Dynamic Search Ads: Google automatically generates Dynamic Search Ads for you, drawing information from your website content and a brief description you provide. They resemble any other Search ad on the search results page but can be advantageous for businesses with well-structured websites. Leveraging your website content and Google’s capabilities can help refresh your ad copy strategy. Interested in exploring search engine marketing on Google further? Download our free guide » PPC 101: A Comprehensive Guide to Google Ads

Google Search Ad Pros & Cons

Pros:

• Easy setup. You can find our Search campaign tutorial here.
• By targeting users based on specific keywords, you attract traffic with higher intent.
• High-intent traffic translates to a strong return on investment. The average ROI for search ads is 200%. Cons:
• Often highly competitive.
• Text-based ads offer limited scope for branding and creative expression.
• Low keyword volume or intense competition can result in minimal or expensive traffic. Use our Search Ad benchmarks to gauge expectations within your industry.

2. Google Display Campaigns

What they are: Unlike text-based Search ads, Display campaigns are image-focused and appear passively on websites within the Google Display Network (GDN) as users browse. How they work: Display campaigns prioritize who you reach and where. Instead of keyword targeting, you target placements, audiences, and topics.

You can find additional Display ad examples here_._ Who they’re best for: The primary advantage of Google Display ads is their ability to boost brand awareness by achieving a high volume of relevant impressions. This heightened brand awareness, in turn, enhances the performance of your other campaigns. Display campaigns can be particularly beneficial if your business falls into a niche market and your Search campaigns are underperforming. Display ads can trigger more brand-related searches, subsequently boosting your Search campaign’s effectiveness. You can even track indirect conversions stemming from a Display campaign using view-through conversions.

Types of Google Display Ads

Available ad formats for Display ads include:

• Single image display ads: These are static ads created from designs you’ve already made and uploaded.
• Responsive display ads (RDA): Like responsive search ads, RDAs cycle through different image and text combinations to display the best-performing ad variation across various placements.

Google Display Ad Pros & Cons

Pros:

• Typically more affordable than Search campaigns.
• Visual ads can be more captivating for new audiences.
• A plethora of customizable targeting options. (While keyword targeting is possible with Display ads, audiences and topics are more commonly used.)

Cons:

• A larger volume of impressions can lead to lower click-through rates, making it challenging to measure their success.
• Most effective when combined with other campaign types. Display ads create awareness, but Search campaigns might be the final push that secures conversions. Are you maximizing your use of Google Ads? Discover optimization opportunities for your account with our Free Google Ads Performance Grader.

3. Video Campaigns

What they are: Video ads displayed on video content or websites. How they work: Video campaigns operate similarly to Display campaigns. You bid to showcase your video in specific placements on YouTube or across the web, targeting particular audiences. The key difference lies in the diverse ad formats available for Video campaigns.

An illustration of a skippable in-stream Video ad. Who they’re best for: Businesses with products or offerings that are difficult to explain in words might find Video campaigns advantageous. They can effectively demonstrate their offer to the audience rather than relying solely on textual descriptions. Similar to Display campaigns, this Google Ads campaign type can be ideal for raising brand awareness in targeted markets.

Google Video Ad Types

The types of Google Video ads you can create include:

• Skippable in-stream ads: Video ads that play before, during, or after streamed content, offering viewers the option to skip after 5 seconds.
• Non-skippable in-stream ads: Viewers are required to watch these video ads in their entirety (up to a maximum of 15 seconds), which appear before, during, or after streamed content.
• In-feed video ads: Displayed in placements like YouTube search results or alongside related YouTube videos, these ads feature a thumbnail image of your video accompanied by text that entices viewers to click for more information.
• Bumper ads: Limited to 6 seconds or less, these non-skippable ads play before, during, or after other videos.
• Outstream ads: Exclusive to mobile devices, these video ads appear solely on Google Video Partner sites, not on YouTube. They play automatically with the sound off, inviting viewers to enable audio for the full experience.
• Masthead ads: Booked on a reservation basis through a Google sales representative, these ads auto-play silently for a maximum of 30 seconds at the top of YouTube’s homepage feed.

Our guide to advertising on YouTube provides more insights into these ad types.

Pros & Cons of Google Video Ads

Pros

• Video content is engaging, immersive, and can effectively drive action by evoking emotions.
• Numerous ad format, bidding, and targeting options make Video campaigns exceptionally customizable.
• Can present value propositions that might be challenging to convey through standard text-based ads. Cons:
• Video ad creation requires time and budget.
• Be mindful of these four fine-print settings.
• Platforms like YouTube are highly competitive advertising spaces.

4. Google Shopping Campaigns

What they are: Crucial for any product-selling business, Shopping campaigns are the visually-driven ads you encounter on Google’s Search and Shopping tabs. How they work: This type of Google Ad campaign relies on a product feed you supply, hosted within Google Merchant Center. Shopping feeds contain comprehensive product information, referred to as attributes, including price, color, quantity, and more. Google utilizes the data in your feed to generate Shopping ads and strategically display them on the search results page. As a result, the structure of Shopping campaigns differs from other campaign types. Instead of “ad groups,” you’ll manage “product groups” to categorize your offerings. To refine your targeting since your product feed substitutes for keywords, you’ll leverage negative keywords and other targeting parameters, such as location settings.

An illustration of Shopping ads. Who they’re best for: Ecommerce advertisers looking to enhance online sales and local retailers aiming to drive in-store traffic (refer to local inventory ads below).

Types of Google Shopping Ads

Google creates two types of ads for your Shopping campaigns:

• Product Shopping ads: These standard Shopping ads appear on the search results page when users are actively shopping online. They feature a product image along with relevant details like price.
• Local inventory ads: If you provide your store’s inventory information to Google Ads Merchant Center, these ads will target nearby searchers. They mirror Product Shopping ads but include in-stock status for local pickup.

Google Shopping Ad Pros & Cons

Pros:

• Visual appeal. Shopping ads showcase actual photos of your products, making them more attractive than text-based ads.
• Wide reach. Shopping ads can appear on both the regular Search tab and the dedicated Shopping tab. Furthermore, multiple Shopping ads for a single user search are possible, and if relevant, a Shopping ad and a text ad can display concurrently.
• Highlight special attributes. Shopping ads allow you to emphasize attributes like “Black-owned,” “price drop,” and more. Cons:
• The absence of keyword targeting necessitates meticulous negative keyword management to avoid attracting irrelevant traffic to your landing pages.
• An optimized shopping feed is essential for generating high-quality ads that reach the right consumers.
• Requires setting up a Merchant Center account and integrating it with your ecommerce site, which can be a complex process.

5. Google Smart Campaigns

What they are: Smart campaigns are entirely automated Google ads. How they work: Google handles the creation and management of Smart campaigns. Your role involves providing some initial information during setup. These campaigns promote your business across Google Search, Maps, and other platforms like YouTube or partner sites. When you set up a Google Ads account, you’ll be prompted to create a Smart campaign:

Google will request information such as your business website URL, desired keyword themes, and business address or Google Business Profile to develop a tailored strategy. However, the trade-off is limited control over the specifics of campaign delivery. Who they’re best for: Advertisers with limited time for Google Ads account management might benefit from this fully automated campaign type. However, Smart campaigns generally aren’t recommended due to the lack of control they offer. Types: Smart campaigns can deliver Search ads or Display ads similar to those previously mentioned. Pros and cons: While Google’s creation and management of this campaign type save significant time, the absence of manual control can lead to a trial-and-error process with Google’s machine learning algorithms.

6. Google Performance Max Campaigns

What they are: Another automated Google Ads campaign type, Performance Max consolidates all your assets for goal-driven advertising across Google’s entire network, potentially encompassing the SERP, Google Maps, the Google Display Network, YouTube, Gmail, and Discovery networks. How they work: Provide Google with a primary goal, your assets, and details about your products or services, and the platform will auto-generate ads across all available placements, leveraging machine learning to pinpoint the most effective asset combinations and placements.

Image source Who they’re best for: Due to Performance Max’s reliance on a predefined goal, it’s most suitable for accounts with established conversion goals. As outlined in our Performance Max guide, it’s currently more beneficial for ecommerce businesses than lead generation businesses. Types: Performance Max can deploy almost every ad type across all placements.

Performance Max Pros & Cons

Here’s a breakdown of the advantages and disadvantages of Performance Max campaigns: Pros

• Target multiple placements through a single campaign.
• Focus on performance drivers. Centralized testing and evaluation streamline strategic decision-making. Cons:
• Requires a marketing budget that might not be feasible for all advertisers. PMax needs substantial data for optimization beyond its initial learning phase. A daily budget of at least $50-100 is recommended to achieve desired results.
• Not beginner-friendly. PMax necessitates providing numerous assets, including text, images, logos, videos, feeds, audience data, geo-targeting preferences, and more. PPC novices might not yet possess the knowledge to effectively utilize a Performance Max campaign.
• Not ideal for lead generation businesses.
• Demands an understanding of how your other campaigns are affected.

When PMax and Search campaigns have overlapping targeting, this diagram illustrates which campaign will enter the auction. (Image source)

7. Google Ads App Campaigns

What they are: App campaigns aim to increase app downloads or engagement and can appear across Search, Google Play, YouTube, Discover on Google Search, and the Google Display Network. Their appearance, featuring a few lines of text and an app image, varies depending on the placement and is similar to other campaigns. How they work: Ads are generated using text and images from your app store listing. You control campaign settings like budget and location. Google leverages this information to determine the optimal timing for serving your app ads.

Image source Who they’re best for: App campaigns are relevant only to advertisers with mobile apps. Types: App campaign ads fall into three categories:

• App installs: These ads feature a download button.
• App engagement: Encourage existing app users to visit a specific landing page.
• App pre-registration (Android only): Generate anticipation and build an audience for your app before its Google Play release.

8. Google Ads Discovery Campaigns

What they are: Discovery is another automated Google Ads campaign type that helps advertisers increase product or service visibility by displaying ads across Google’s various feed placements. These placements include Gmail (Promotions and Social tab feeds), YouTube (Home feed and Watch Next feed), and the Google app (Discover feed). How they work: Similar to other Google-managed campaigns, you have input on ad assets like text and images. However, the platform handles ad placement optimization.

Image source Who they’re best for: As the name suggests, Discovery campaigns excel at reaching new audiences, making them suitable for businesses aiming to enhance brand awareness through media-rich ads. However, with a potential audience reach of up to 3 billion, reliance solely on Smart Bidding options, and complete automation, this Google Ads campaign type requires a degree of trust in the platform’s capabilities. Advertisers who prefer manual control might not find this campaign type suitable. Types: Google generates text, image, and video ads displayed across user feeds within Gmail, YouTube, and the Google app. Pros and cons: While beneficial for expanding reach, particularly for businesses without a large existing audience, Discovery campaigns offer limited control over ad placements.

9. Google Ads Local Campaigns

What they are: This Google Ads campaign type is being phased out and replaced by Performance Max. However, if you have a legacy Local campaign in your account or still see it as an option during campaign creation, understanding its purpose is helpful. In essence, it revolves around your Google Business Profile. How they work: By connecting your Google Business Profile to your account, you can promote your physical store or service locations across Google Maps, the Search Network, YouTube, Gmail, and the Google Display Network. Like other cross-placement campaigns, control over ad appearance and delivery is limited. You primarily upload assets, set a budget, and provide some text. Google utilizes this information to optimize your local ad delivery.

Best for: This Google Ads campaign type is no longer recommended for local businesses as they will be automatically or manually upgraded to Performance Max campaigns with a focus on store goals by 2023. Given the budget required for PMax, local inventory Shopping campaigns are a better fit for ecommerce and retail, while Local Services Ads are more suitable for service-based businesses.

10. Google Local Services Ads

What they are: While not managed through the Google Ads platform, Google Local Services Ads (LSAs) appear on Google Search. Users can click these ads to call or message your business.

How they work: Businesses complete their Google Business Profile and undergo a thorough verification process. Approved ads display a green badge or checkmark, and you’re charged only when a customer contacts you through the ad.

Types of Google LSAs

• Google Guaranteed LSAs cater to blue-collar industries such as plumbing, housekeeping, and locksmith services.
• Google Screened LSAs target white-collar industries like real estate, law, and accounting. Google offers customers up to $2,000 in protection for issues encountered on the job.

Pros and Cons of LSAs

Pros

• Pay-per-lead pricing model.
• Prominent ad placement at the top of the SERP, above Search ads.
• Reviews on your Google Business Profile are displayed on your LSA profile and influence your ranking. Cons
• Require a minimum average review rating of 3.0 to remain active.
• Reviews accumulated on your LSA profile won’t transfer to your organic Google Business Profile once you discontinue advertising. For more insights, check out these seven LSA tips.

What’s the Best Google Ad Type for You?

There’s no one-size-fits-all answer to which campaign type best suits your specific requirements. The optimal Google Ads/Local Services Ads campaign mix varies depending on individual business needs. If you’re uncertain about the best Google Ads campaign type, there are certainly plenty of options to explore. A well-rounded PPC strategy often incorporates a variety of campaigns. Don’t hesitate to experiment with and test a few campaign types simultaneously. However, a key takeaway applies across all types: avoid common PPC pitfalls by heeding the details outlined in this post and maintaining organization! Start slow, gradually incorporating various Google Ads campaigns to achieve sustainable and consistent results.