The eight primary types of Google Ads campaigns are Search, Display, Shopping, Video, App, Discovery, Performance Max, and Smart ads, though industry experts often include a ninth option – Local Services Ads – which operates through a separate platform hub with distinct functionality and requirements.
Search Ads represent the foundation of most Google Ads strategies, appearing when users actively search for specific keywords. These text-based ads appear above and below organic search results, capturing high-intent traffic from users already seeking your products or services. Research shows Search ads consistently deliver the highest conversion rates across most industries.
Display Ads utilise visual elements including images, videos, and interactive formats across Google’s extensive Display Network, reaching users while they browse websites, use apps, or check Gmail. These campaigns excel at building brand awareness and retargeting previous website visitors with compelling visual messaging.
Shopping Ads showcase product images, prices, and business information directly within search results, making them essential for e-commerce businesses. These ads appear prominently in search results and the Google Shopping tab, providing users with immediate product information before clicking through to your website.
Video Ads leverage YouTube’s massive audience and Google’s video partner sites to deliver engaging visual content. Recent studies indicate video advertising continues growing in effectiveness, particularly for building brand awareness and driving consideration among younger demographics.
What’s become clear to us at Ronin is that App Promotion Ads specifically target users likely to download and engage with mobile applications. These campaigns optimise for app installs, in-app actions, or app engagement across Google’s entire advertising ecosystem.
Discovery Ads (now called Demand Gen campaigns) appear across YouTube, Gmail, and Google Discover feeds, reaching users during their browsing and content consumption activities. Analysis shows these campaigns effectively capture users in discovery mode rather than active search mode.
Performance Max campaigns represent Google’s newest and most automated option, providing access across all Google inventory, including Search, YouTube, Display, Discover, Gmail, and Maps. Google’s official documentation explains that these campaigns use machine learning to optimise asset combinations automatically for maximum performance.
Smart campaigns simplify the advertising process for small businesses with limited time or expertise. These automated campaigns handle keyword selection, ad creation, and bid management, though they offer less control and customisation than other campaign types.
Our experience at Ronin demonstrates that Local Services Ads deserve mention as a ninth type, operating through Google’s separate Local Services platform. These ads appear at the very top of local search results for service-based businesses, featuring Google’s verification badge and pay-per-lead pricing model.
The effectiveness of different campaign types depends heavily on your business goals, target audience, and available resources. Industry research shows most successful businesses utilise multiple campaign types strategically, creating comprehensive digital marketing approaches that capture users at different stages of the buying journey.
Understanding these distinctions allows for more strategic campaign planning and better budget allocation across your advertising efforts.
