Different Types of Google Ads and When To Use Them
Introduction
Google Ads can seem like a lot at first, right? There are so many types of ads, and it’s easy to feel like you’re guessing. But here’s the thing: each ad type has a purpose, and once it clicks, it’s like unlocking a secret weapon for your business.
In this guide, we’ll dive into the different types of Google Ads, what they do, and which ones will help get the results you want. No jargon, no fluff—just the essentials to get the most out of Google Ads.
Ready? Let’s dive in!
There Are 9 Types of Google Ads To Choose From…
When we talk about the types of Google Ads, we’re actually talking about 9 main campaign types Google offers: search, display, shopping, video, app, discovery, local services, performance max, and smart.
Each of these can be broken down further into different ad formats, depending on what you’re trying to achieve!
Let’s kick things off with the first type of Google Ad you’ll likely encounter, Search Ads.
1. Search Google Ads
What Are Search Ads?
Search ads are the text ads you see at the top of Google search results. When you search for something, businesses bid on keywords to get their ads to show up. They’re marked with an “Ad” label, so you know they’re paid placements.
Purpose of Search Ads
The main purpose of Search ads is to connect businesses with people who are actively searching for something related to their product or service. If someone types “best headphones for running,” a search ad can show up for a business selling those headphones. It’s all about showing up at the exact moment people are searching for what you offer.
What Are Search Ads Best For?
Search ads are great for businesses that want to target people with clear intent—people who are ready to buy, sign up, or take action. If people are actively searching for what you offer, search ads put your business in front of them.
They’re also cost-efficient because you only pay when someone clicks your ad. Plus, you can also customize your targeting by location, device, and time of day, ensuring your ads reach the right people at the right moment.
2. Display Google Ads
What Are Display Ads
This type of Google ad are the ones you see on websites, apps, and even videos as you browse the internet. These can be in the form of text, images, or videos. They pop up as you check your favorite news site, watch a YouTube video, or scroll through an app. It’s like you’re minding your own business, and then—boom—there’s an ad for something you were just looking at.
Purpose of Display Ads
Display ads are designed to build brand awareness by reaching people who aren’t actively searching but might still be interested. They’re like billboards on the highway—visible to many, even if they aren’t stopping. Display ads show your business to potential customers as they browse other sites, keeping your brand in their mind.
What Are Display Ads Best For?
Display ads are great for reaching a wide audience and building brand recognition. They’re perfect for targeting new markets or reminding people about your brand after they’ve visited your site. These ads follow users based on their interests and behavior, helping you stay top-of-mind. They’re effective at increasing brand awareness and can even drive future searches for your product, boosting other campaigns like Search ads.
3. Shopping Google Ads
What Are Shopping Ads?
These type of Google ads are visual ads that show up when people search for products on Google. They include key information like the product’s price, image, and name. These ads pull all this data directly from your product feed in Google Merchant Center, making it easy for people to find exactly what they’re looking for.
Purpose of Shopping Ads
Shopping ads are designed to make it easier for customers to find and buy your products, helping them make faster decisions. They let shoppers quickly see key details, like the price and ratings, without needing to click around. Shopping ads show up on Google Search, Google Shopping, and even Google Images.
What Are Shopping Ads Best For?
These are best for businesses that sell physical products. They’re great for eCommerce shops that want to increase online sales or local stores that want to drive foot traffic. Shopping ads automatically pull the product information from your feed, so you don’t have to create individual ads for each product. They make it simple to get your products in front of shoppers ready to buy!
4. Video Google Ads
What Are Video Ads?
Video ads are the ones that pop up before, during, or after YouTube videos, and even on websites and apps in Google’s video partners network. These ads let you showcase your products, services, or videos in an engaging and fun way.
Why Use Video Ads?
These are perfect for showcasing products or services in a more engaging way than text or images. They allow you to tell a story or demonstrate a product, making it easier to connect with your audience. Video ads help build brand awareness and keep your brand visible to potential customers.
Who Should Use Video Ads?
If your business has a product that’s better shown than explained, video ads are a great fit. They’re especially useful for businesses looking to drive brand awareness and engage with specific audiences. Whether you’re introducing a new product or telling your brand’s story, video ads can help you stand out in a crowded space and leave a lasting impression.
Check out a short video show 5 examples of really good ads!
5. App Google Ads
What Are App Ads?
App ads help promote your app to new users or keep your current ones engaged. Instead of designing ads yourself, you provide basic info about your app, and Google uses data from your app’s Play Store listing to create and show ads in places like Google Play, YouTube, and Google Search.
Purpose of App Ads
The main goal of app ads is to drive installs, increase engagement, or promote pre-registration for apps. They help you reach a wider audience—both new users and existing ones—encouraging them to download or interact with your app.
What Are App Ads Best For?
These types of Google ads are perfect for businesses with apps they want to promote. Whether it’s for driving new installs, keeping users engaged, or getting people excited for an app launch, app ads help you reach the right audience and get them to take action.
6. Discovery Google Ads
What are Discovery Ads?
Discovery ads are visually-driven Google ads that appear in places like Google Discover, YouTube’s homepage, the Watch Next feed, and Gmail’s Promotions and Social tabs. Using machine learning, these ads target the right people at the right time, showing your products based on user intent.
Purpose of Discovery Ads
Discovery ads are designed to grab the attention of potential customers while they’re actively browsing. These ads show up on popular platforms like Google Discover, YouTube, and Gmail, where users are already engaged and more likely to take action. By targeting these “purchase-ready” moments, Discovery ads help boost your brand’s visibility and drive conversions with minimal effort on your part.
What They’re Best For
Discovery ads are perfect if you’re looking to drive brand awareness or reach new audiences. These ads work great for businesses that want to visually showcase their products to people who are more likely to be interested in them. If you don’t mind letting Google handle most of the ad placements, Discovery ads are a fantastic, automated way to spread the word about what you offer to a wider audience.
7. Local Services
What are Local Services Ads?
Local Services Ads (LSAs) are a unique ad format that help local businesses get noticed. Unlike regular Google Ads, LSAs don’t run through the traditional Google Ads platform.
Instead, they show up directly in Google Search and on Google Maps. When a user clicks on your LSA, they can either call or message your business, making it easier for customers to contact you right away.
Purpose of Local Services Ads
The key benefit is that they help you connect with local customers who are actively looking for the services you offer. Since these ads show up in local searches and on Google Maps, they make it easy for people in your area to find you when they need something right now.
Plus, LSAs come with verification badges like Google Guaranteed or Google Screened, giving your business extra credibility and making users more likely to get in touch.
What They’re Best For
LSAs are ideal for businesses that provide services to a specific location, like plumbers, landscapers, or house cleaners. If you run a business that depends on local customers, LSAs can help you stand out and get in front of people who need your services right now. Since these ads appear in the local search results and on Google Maps, they’re perfect for driving foot traffic or getting calls from people in your area who are ready to book a service.
8. Performance Max
What they are:
Performance Max ads are a new feature in Google Ads that make advertising easier and more efficient. Instead of picking where your ads should show, you just provide Google with your creative assets (like images, videos, and headlines), set a goal, and let Google do the rest. It automatically runs your ads across platforms like Google Search, YouTube, the Display Network, and Gmail, all using machine learning to optimize your campaign.
Its Purpose:
The main goal of Performance Max is to help you reach as many potential customers as possible across different Google platforms. It works by automatically adjusting your ads to the right places at the right time, using Google’s AI. This means it’s perfect for those who want a hands-off approach while still targeting high-converting users.
What it’s best for:
Performance Max is best for businesses with clear goals, like increasing sales, generating leads, or driving traffic to your website. It’s especially great for eCommerce brands who want to streamline their advertising process and need a simple yet powerful campaign to boost conversions. Since everything is automated, it’s perfect for businesses that don’t want to get involved in the nitty-gritty details of ad management but still want strong results.
9. SMART Google Ads
What they are:
These types of ads are automated Google campaigns that help businesses achieve goals with minimal effort. Unlike Performance Max, which optimizes across all channels, Smart ads lets you specify your website, keyword themes, and audience preferences. Google then displays ads on platforms like Search, Maps, YouTube, Gmail, and partner sites, using automation for efficiency while giving you more control over your ads.
Its Purpose:
Smart ads are designed to help you reach specific goals—like boosting website traffic or increasing video views—without needing to create different ads for each platform. They act as a centralized hub, simplifying the ad creation process and showing your ads where they’re most likely to perform well.
What it’s best for:
Smart ads are ideal for businesses that want a hands-off, automated approach to advertising. If you don’t have the time to manage detailed campaigns but still want to see results, Smart ads are a good choice.
