Google Ads offers nine powerful ad types that can help you reach your target audience effectively. Whether you’re looking to drive traffic, generate leads, or increase sales, choosing the right campaign type is crucial.
In this blog, we’ll break down each ad type, where they appear, and how to use them strategically. Let’s dive in
1. Search Ads – The Go-To for High-Intent Customers
Search Ads appear right at the top of Google search results when users actively look for something related to your business. Imagine someone searching “best digital marketing agency” – if you’re running a Search Ad, your website could be the first thing they see!
(Search Ad at Shopping section)
Where Search Ads Appear:
- Google Search (Top & Bottom)
- Google Play Store (App ads)
- Google Maps
- Shopping Tab
- Google Search Partners (third-party websites)
Types of Search Ads:
- Text Ads – The standard clickable text ads on search results.
- Responsive Search Ads – Google tests different combinations of headlines & descriptions to show the best-performing version.
- Call-Only Ads – Designed to drive phone calls instead of website visits.
- Dynamic Search Ads – Google pulls relevant content from your website and automatically creates ads.
Pro Tip: Use Search Ads if you want to capture high-intent customers already looking for your product or service!
2. Display Ads – Building Brand Awareness
Unlike Search Ads, Display Ads don’t rely on search intent. Instead, they appear on websites, mobile apps, and YouTube, reaching users who may not be actively searching for your product yet.
Where Display Ads Appear:
- Websites in Google’s Display Network.
- Mobile Apps.
- Gmail.
- YouTube.
Example: Ever researched a new phone, and suddenly, you keep seeing ads for it everywhere? That’s Display Ads in action! They use retargeting to remind users about products they viewed earlier.
Why Use Display Ads?
- Great for brand awareness & increasing visibility.
- Helps retarget users who visited your website but didn’t convert.
- Cost-effective compared to Search Ads.
Pro Tip: Use eye-catching visuals and compelling copy to make your Display Ads stand out!
3. Shopping Ads – The Digital Storefront
If you sell physical products, Shopping Ads are a game-changer. They showcase product images, prices, reviews, and brand names right at the top of Google.
Where Shopping Ads Appear:
- Google Search Results (Top of the page).
- Google Shopping Tab.
- Google Images.
- Google Maps.
- Google Search Partner Websites.
Example: Searching for “Nike running shoes”? You’ll likely see a carousel of shoe options with images, prices, and store names—that’s Shopping Ads in action!
Pro Tip: Optimize your product titles & descriptions in Google Merchant Center to ensure your ads show up for the right searches.
4. Performance Max – The AI-Powered Campaign
Performance Max is Google’s AI-driven, fully automated campaign type. You simply provide assets (images, videos, headlines), and Google automatically places your ads across multiple platforms.
Where Performance Max Ads Appear:
- Google Search.
- Display Network.
- YouTube.
- Discover.
- Gmail.
- Google Maps.
Pro Tip: Use high-quality images, engaging videos, and compelling copy to let Google’s AI work its magic!
5. Demand Gen – Designed for B2B Growth
Demand Gen is perfect for businesses looking to build authority and generate high-quality leads. This ad type focuses on engaging users before they actively start searching for a solution.
Where Demand Gen Ads Appear:
- YouTube (Feed, Shorts, In-Stream).
- Google Discover Feed.
- Gmail Promotions & Social Tabs.
Example: A software company using Demand Gen Ads to educate potential customers about their SaaS product before they search for alternatives.
Pro Tip: Use compelling visuals and storytelling to spark interest before users even realize they need your product.
6. YouTube Ads – Video Advertising Powerhouse
YouTube is the second most-visited website after Google. With billions of users, YouTube Ads are a must-have for brand awareness & engagement.
YouTube Ad Bidding Strategies:
- CPV (Cost per View) – You pay only when someone watches 30 seconds of your video.
- CPM (Cost per Thousand Impressions) – Pay for every 1,000 views.
- CPA (Cost per Action) – Pay only when users complete a specific action (sign up, buy, etc.).
Types of YouTube Ads:
- Skippable In-Stream Ads – Users can skip after 5 seconds.
- Non-Skippable In-Stream Ads – 6-15 seconds, can’t be skipped.
- Bumper Ads – Short, 6-second non-skippable ads for brand recall.
- In-Feed Video Ads – Appear on YouTube search & home feed.
- YouTube Shorts Ads – Shown between Shorts videos.
(Example of Bumper Ad)
( Example of In-feed Ad)
Pro Tip: Hook viewers within the first 5 seconds to keep them engaged!
Final Thoughts
Google Ads offers endless opportunities to grow your business. Whether you want instant visibility, brand awareness, or conversions, the right ad type can help you maximize ROI.
- For immediate results: Use Search Ads.
- For brand visibility: Go for Display & YouTube Ads.
- For eCommerce: Shopping Ads are your best bet.
- For AI-powered automation: Try Performance Max.
Want to master Google Ads? Stay tuned for more deep dives into each ad type in upcoming blogs!
Did you find this guide helpful? Which ad type are you using for your business? Let’s chat in the comments!