Not sure what the difference is between a Search Ad and a Performance Max Campaign? Keep reading to discover the different types of Google Ads and find out which type is best suited for your PPC campaign management to help you reach your marketing goals.
From Search Ads to Smart Campaigns, Google Ads come in many forms—and having a clear understanding of each one is key to optimizing your PPC campaign.
If you’re looking to discover the essential Google Ads best practices for your business, you’re in the right place. Let’s start by taking a look at the different types of Google Ads available to you as a marketer and learn which ones will help you achieve your goals most efficiently.
An Overview of Google Ad Campaign Types
With a massive market share of over 28%, Google Ads is the world’s largest PPC platform. Yet many marketers aren’t entirely clear on the different ad types Google offers—or how to align them with their goals like brand awareness, website traffic, app downloads, or sales.
Google offers nine distinct types of ads, each with unique placements, formats, and advantages. Here’s an in-depth look:
1. Search Ads
Search Ads are Google’s most popular ad type. These text-based ads appear at the top or bottom of the search engine results page (SERP) and look similar to organic search listings.
Search Ads are keyword-targeted, making it essential to select relevant, high-performing terms that align with what your audience is searching for. These ads are best for capturing high-intent users looking for specific services or products.
🔹 When to use: Ideal for businesses looking to drive lead generation from people actively searching for their offerings.
🔹 Best practices: Focus on keyword relevance, write clear ad copy, and use extensions like site links or callouts to increase visibility.
2. Display Ads
Display Ads are visual and appear across Google’s Display Network—which includes over 200 million websites, videos, and apps. These ads can be banners, images, animations, or video clips.
Though Display Ads usually have a lower click-through rate than Search Ads, they’re great for Google Ads for brand awareness and retargeting.
🔹 When to use: Effective for top-of-funnel awareness and keeping your brand in front of potential customers.
🔹 Best practices: Use eye-catching visuals, clear calls-to-action (CTAs), and detailed targeting options.
3. Shopping Ads
Shopping Ads are perfect for eCommerce brands. These ads showcase product images, prices, and details directly on Google SERPs and Maps.
They pull product data from your Google Merchant Center account, showing relevant products when users search specific terms.
🔹 When to use: Great for online stores aiming to display actual products to high-intent buyers.
🔹 Best practices: Maintain an optimized product feed, use high-quality images, and provide accurate product info.
4. Video Ads
Video Ads campaign options appear on YouTube and partner websites across the Google Display Network. They include formats like skippable ads, non-skippable bumper ads, and YouTube masthead ads.
Video is an incredibly engaging format, perfect for brand storytelling, tutorials, or product launches.
🔹 When to use: Ideal for brands that want to engage audiences visually and emotionally.
🔹 Best practices: Focus on the first few seconds, deliver your key message early, and add subtitles for better accessibility.
5. App Promotion Ads
If you’ve developed a mobile app, Google Ads for mobile app promotion are a must. These campaigns automatically generate ads from your app’s Play Store listing and promote installs across Google Search, Play, YouTube, and more.
🔹 When to use: Best for mobile-first businesses that want to increase app installs and user engagement.
🔹 Best practices: Optimize your app store page and test ad creatives to increase downloads and in-app conversions.
6. Performance Max Campaigns
Performance Max is Google’s newest campaign type, using AI and machine learning to automate targeting, bidding, and ad placements across all of Google’s channels (Search, Display, YouTube, Gmail, Maps, Discover).
Advertisers provide creative assets and campaign goals, and Google takes care of the rest.
🔹 When to use: Great for businesses looking for broad reach with minimal manual management.
🔹 Best practices: Supply diverse creatives, set clear goals, and review Google Ads campaign analytics to guide future campaigns.
7. Local Ads
Local Google Ads for businesses help brick-and-mortar stores attract nearby customers. These ads show up on Google Search, Maps, YouTube, and the Display Network.
When users click, they can call, message, or get directions to your store.
🔹 When to use: Best for businesses with physical locations seeking to increase foot traffic.
🔹 Best practices: Keep your Google Business Profile updated and ensure contact and location data are accurate.
8. Discovery Ads
Discovery Ads appear on YouTube, Gmail, and Google Discover feeds. These visually rich ads are ideal for reaching users when they’re browsing and open to discovering new products.
Using machine learning, Google delivers these ads based on user behavior and preferences.
🔹 When to use: Great for visually showcasing products and building interest among potential customers.
🔹 Best practices: Use strong visuals, concise copy, and test different versions to optimize performance.
9. Smart Campaigns
Smart Campaigns are designed for small businesses or beginners. These ads automate much of the work—from targeting to bidding—and run across various Google properties.
You provide business details and goals, and Google handles the rest.
🔹 When to use: Ideal for businesses with limited time or expertise.
🔹 Best practices: Clearly define your campaign goals, and regularly monitor Google Ads campaign analytics to make adjustments.
Choosing the Right Google Ad Type for Your Business
The right ad type depends on your business goals:
- Want conversions from active searchers? → Search Ads
- Need to boost brand recognition? → Display or Video Ads
- Targeting online shoppers? → Shopping Ads
- Promoting a new app? → App Promotion Ads
- Need automation and reach? → Performance Max
- Driving local visits? → Local Ads
At Hiphype, a leading digital marketing agency for Google Ads, we help businesses of all sizes craft winning PPC campaigns tailored to their specific goals. Our experts can guide you through the Google Ads ecosystem, recommend the most effective strategies, and optimize campaigns to drive real results.
Want to know which campaign type is right for your brand? Let Hiphype help you choose and launch the perfect ad strategy.
Ready to grow with Google Ads?
Connect with our PPC experts at hiphype.co and let’s take your digital marketing to the next level!
