How to Choose the Right Type of Google Ad for Your Campaign

Introduction

Google Ads is a powerful tool in digital marketing, offering businesses multiple ways to reach their target audience. With 9 distinct types of Google Ads, advertisers can create campaigns that align perfectly with their marketing goals.

Choosing the right ad type is crucial for campaign success. Each Google Ads campaign type serves specific purposes:

• Search ads connect you with active searchers
• Display ads boost brand visibility
• Shopping ads showcase products directly
• Video ads tell engaging stories
• App ads drive mobile installations
• Discovery ads reach new audiences
• Local ads target nearby customers
• Performance Max optimizes across channels
• Smart campaigns simplify advertising

The key to successful Google Ads lies in understanding these options and selecting the format that best matches your business objectives. Let’s explore how to make the right choice for your advertising needs.

Understanding Google Ads

Google Ads is a powerful online advertising platform that allows businesses to show their ads on Google’s vast network. The platform works on a simple principle: advertisers bid on specific keywords related to their products or services.

Cost-Effective Advertising with Google Ads

The pay-per-click (PPC) model makes Google Ads cost-effective for businesses:

• You pay only when users click your ads
• Set custom daily budgets to control spending
• Track return on investment in real-time
• Adjust bids based on performance data

Diverse Advertising Options

The platform offers various advertising options to reach potential customers:

• Search Network – text ads on Google search results
• Display Network – visual ads across partner websites
• YouTube – video advertising opportunities
• Gmail – promotional content in email inboxes
• Maps – local business promotion
• Play Store – mobile app advertising

Unique Targeting Capabilities

Each advertising option has its own unique targeting abilities:

• Geographic location
• Demographics
• User interests
• Online behaviors
• Device types
• Time scheduling

This flexibility allows businesses to create highly targeted campaigns that reach their ideal customers at the right moment.

Different Types of Google Ads You Can Choose From

Google ads offers multiple types of advertising formats to match your business goals. Let’s explore the main types of google ads you can use in your ad campaigns.

1. Search Ads

Search ads are one of the most important campaign types that appear at the top of Google search results when users type specific keywords. These text-based advertisements display:

• A compelling headline
• Your website URL
• A description of your product or service
• Optional ad extensions (phone numbers, location, additional links)

When to Use Search Ads

Search ads work best for:

• Capturing high-intent buyers
• Direct response marketing
• Lead generation
• Immediate sales
• Service-based businesses

These ads trigger when potential customers actively search for products or services like yours. A local plumber might use search ads to appear when someone types “emergency plumber near me” or “fix leaking pipe.”

Benefits of Search Ads

The placement on Search Engine Results Pages (SERP) makes these ads highly effective:

• Top of Page Position: Your ad displays above organic search results
• Bottom of Page: Additional ad spots below organic listings
• Shopping Panel: Product-specific ads with images

Search ads excel at driving leads and sales because they target users already looking for solutions. A dental practice could use search ads to attract new patients searching for “dentist accepting new patients” or “teeth cleaning services.”

Factors Influencing Success

The success of search ads depends on:

• Relevant keywords
• Compelling ad copy
• Strong call-to-action
• Landing page quality
• Bid strategy

Search ads form the foundation of many google adwords campaigns, particularly for businesses wanting immediate visibility and quick results.

2. Display Ads

Google Display ads bring your brand to life through visually engaging content across millions of websites, apps, and Google-owned properties. These eye-catching ads use images, animations, and interactive elements to capture audience attention.

Key Features of Display Ads:

• Rich media formats including static images, GIF animations, and HTML5 creatives
• Multiple size options to fit different website layouts
• Custom targeting options based on user interests and behaviors
• Remarketing capabilities to reach previous website visitors

The Google Display Network reaches 90% of internet users worldwide through:

• News websites
• Blogs
• YouTube
• Gmail
• Mobile apps
• Partner websites

Display ads excel at building brand awareness by placing your message in front of potential customers while they browse other content. These ads work particularly well for:

• Introducing new products
• Promoting visual merchandise
• Reaching audiences early in the buying cycle
• Building brand recognition through repeated exposure

The visual nature of display advertising helps businesses create lasting impressions and emotional connections with their target audience, making them an essential tool for comprehensive digital marketing strategies.

3. Shopping Ads

Shopping ads bring your products directly to potential customers through visually appealing listings in Google search results. These ads display essential product details:

• Product images
• Prices
• Store name
• Special offers
• Shipping information

A Google Merchant Center account serves as the foundation for shopping ads. You’ll need to upload your product feed – a detailed list of your inventory with specific attributes like:

• Product titles
• Descriptions
• Images
• Price
• Availability status
• GTIN/UPC codes

Shopping ads excel at driving sales for e-commerce businesses by:

• Qualifying leads: Showing price upfront helps filter serious buyers
• Increasing visibility: Products appear in both general search and Shopping tab
• Boosting conversion: Rich product information helps users make purchase decisions
• Targeting ready-to-buy customers: Ads display to users actively searching for products

These ads work exceptionally well for retailers selling physical products, from clothing to electronics, home goods to beauty items. The visual format catches attention while providing all the information needed to make a purchase decision.

4. Video Ads

Video ads on Google represent a dynamic way to reach audiences through engaging visual content. These ads come in two main formats:

Skippable In-stream Ads

• Play before or during YouTube videos
• Viewers can skip after 5 seconds
• Ideal for longer, story-driven content
• You pay only when viewers watch 30 seconds or engage

Non-skippable In-stream Ads

• 15-20 seconds in length
• Must be watched before the main video
• Higher viewer completion rates
• Perfect for short, impactful messages

Video ads run primarily on YouTube but also appear across Google’s video partners network. These platforms include:

• YouTube search results
• YouTube homepage
• Partner websites
• Mobile apps showing video content

The storytelling power of video ads makes them particularly effective for:

• Brand awareness campaigns
• Product demonstrations
• Educational content
• Emotional connections with viewers
• Showcasing complex features or benefits

Businesses using video ads typically see higher engagement rates compared to traditional ad formats. The visual and audio elements create memorable experiences that help brands stand out in crowded digital spaces.

5. App Ads

Google App ads help businesses promote their mobile applications across multiple Google platforms, including Search, Play Store, YouTube, and the Display Network. These ads use machine learning to automatically create and display your ads to users most likely to download your app.

Key Features of App Ads:

• Automated ad creation from your app’s store listing
• Smart bidding optimization for install volume or in-app actions
• Cross-platform reach on Google Search, Play, YouTube, and Display Network
• Real-time performance tracking and analytics

Effective App Ad Strategies:

• Set clear campaign goals (installs vs. in-app actions)
• Target specific locations and languages
• Create compelling app store listings
• Optimize your app’s metadata
• Use deep linking to direct users to specific in-app content

App ads work particularly well for:

• Mobile game developers
• Service-based apps (delivery, ride-sharing)
• Productivity tools
• Entertainment apps
• Educational platforms

The platform’s automated nature means you don’t need to design individual ads – Google creates them using your app’s listing assets and shows them where they’re most likely to drive results based on your campaign goals.

6. Discovery Ads

Discovery ads are Google’s AI-powered advertising solution that connects your products with interested users at the right time. These visually appealing ads seamlessly appear across Google’s feed environments, creating native-looking content that blends naturally with organic posts.

Key Placement Areas:

• YouTube Home feed
• Gmail Promotions and Social tabs
• Google Discover feed

Discovery ads leverage Google’s deep understanding of user intent through machine learning. The system automatically identifies potential customers who are likely to engage with your brand based on their:

• Past search history
• App usage patterns
• Video viewing habits
• Map searches
• Site visits

Visual Components:

• Single-image ads
• Multi-image carousel formats
• Custom headlines
• Logo placement
• Compelling descriptions

These ads are highly effective in creating brand awareness by reaching users when they’re open to discovering new products or services. The automated nature of Discovery ads eliminates the complexity of manual targeting – Google’s AI takes care of audience selection and ad placement optimization to maximize engagement rates.

Discovery ads are particularly beneficial for businesses aiming to:

• Showcase product collections
• Highlight brand stories
• Drive consideration
• Generate quality leads

7. Local Services Ads

Local Services Ads connect service-based businesses directly with nearby customers searching for specific services on Google. These ads appear at the very top of search results, displaying your business name, phone number, hours, ratings, and reviews.

Key Features:

• Google-screened or Google-guaranteed badge
• Pay-per-lead pricing model
• Location-based targeting
• Background checks for service providers

Local Services Ads work differently from traditional search ads. Businesses only pay when a potential customer contacts them through the ad – whether by phone call, message, or booking. This makes them ideal for:

• Home service providers (plumbers, electricians)
• Professional services (lawyers, financial advisors)
• Personal care services (beauty salons, spas)
• Healthcare providers (dentists, chiropractors)

The platform uses advanced targeting to show your ads to users within your service area who are actively searching for your specific services. This hyper-local focus helps businesses build trust with potential customers through verified reviews and Google’s screening process.

8. Performance Max Campaigns

Performance Max campaigns are Google’s latest advertising solution powered by artificial intelligence (AI). This type of campaign uses machine learning to automatically display your ads on all Google advertising channels, including:

• Search Network
• Display Network
• YouTube
• Gmail
• Maps
• Discovery feeds

The system analyzes real-time data to deliver ads to users who are most likely to take action, based on your specific business objectives. Here’s what you need to provide:

• Text assets
• Images
• Videos
• Audience signals
• Budget preferences

Performance Max then automatically creates and optimizes different combinations of ads. The AI system tests various versions to determine what works best for your target audience.

This type of campaign is particularly effective at:

• Finding new customer segments
• Maximizing conversion value
• Adapting to market changes in real-time
• Scaling campaigns across multiple channels

Performance Max campaigns are especially beneficial for advertisers who want to make use of Google’s entire range of ad inventory while taking a hands-off approach to managing their campaigns. The automated nature of this campaign type helps save time and may uncover valuable conversion opportunities that could be overlooked with traditional campaign types.

9. Smart Campaigns

Smart campaigns are Google’s simplest advertising solution, designed specifically for small businesses who need quick results without complex campaign management. These campaigns run on autopilot, using Google’s AI to handle the technical aspects of advertising.

Key Features of Smart Campaigns:

• Automated ad creation across Search, Display, and Maps
• Built-in conversion tracking
• Simplified budget management
• AI-powered audience targeting
• Quick setup process (under 15 minutes)

Small business owners can start advertising by simply providing:

• Business details
• Target location
• Budget preferences
• Basic business images

The automation system creates multiple ad variations, tests them, and optimizes performance based on real-time data. While this hands-off approach limits granular control over campaign settings, it provides a practical solution for businesses lacking dedicated marketing teams.

Smart campaigns excel at:

• Driving phone calls
• Increasing store visits
• Boosting website traffic
• Generating leads

This advertising option is especially valuable for local businesses such as restaurants, retail shops, service providers, and professional practices who want to maintain a strong online presence without extensive marketing expertise.

Factors to Consider When Choosing a Google Ad Type

Selecting the right type of google ads starts with understanding your target audience. Different age groups, interests, and online behaviors influence how users interact with various ad formats:

Demographics & Behavior

• Young audiences respond better to video ads on YouTube
• Professional audiences often engage with text ads in search results
• Mobile users interact more with app ads and discovery formats

Campaign Goals & Budget

• Brand awareness: Display ads, Video ads
• Direct sales: Search ads, Shopping ads
• Local customers: Local Service ads
• App downloads: App ads

Your bidding strategy plays a crucial role in campaign success. Each ad type supports specific bidding options:

• CPC (Cost per Click) – Search ads, Display ads
• CPM (Cost per Thousand Impressions) – Display Network
• CPA (Cost per Action) – Performance Max campaigns

Comparative Analysis of Ad Types

High Intent vs Brand Building

• Search Ads: High conversion rates, immediate results
• Display Ads: Lower conversion rates, better for awareness

Budget Requirements

• Smart Campaigns: Low budget entry point
• Video Ads: Higher production costs
• Shopping Ads: Medium budget, high ROI potential

Control Level

• Manual Campaigns: Full control over settings
• Performance Max: AI-driven optimization
• Smart Campaigns: Limited control, easy management

Industry-Specific Performance

• E-commerce: Shopping ads, Dynamic remarketing
• Service businesses: Local Service ads, Search ads
• B2B companies: Search ads, Display ads

Each ad type serves specific business needs. Search ads work best for immediate purchase intent, while display ads excel at building brand recognition. Performance Max campaigns blend multiple formats for comprehensive reach, making them ideal for businesses wanting to maximize exposure across all Google platforms.

Conclusion

Choosing the right types of Google ads is important for your business. You need to think about your goals, who you want to reach, and what resources you have. Each ad format has its own benefits – like Search Ads getting immediate sales or Display Ads making more people aware of your brand. A successful Google Ads strategy usually uses different types of ads together for a complete marketing plan.

The world of digital advertising changes quickly, so it’s important to know about the latest features and best practices. SEO Expert New York is an expert in creating customized Google Ads strategies that fit your specific business needs. Our team looks at your market position, competition, and target audience to suggest the most effective ad types for your campaigns.

Contact SEO Expert New York to develop a data-driven Google Ads strategy that maximizes your advertising budget and delivers measurable results.