Google Ads Campaign Types
The Different Types of Google Ads Campaigns (and Which One Is Right for You)
When it comes to online advertising, Google Ads is a powerhouse. But let’s be real, logging in and seeing all those campaign options can feel like staring at a restaurant menu in another language. Do you go with Search? Display? Performance Max?
The truth is: each campaign type is built for a specific goal. Some are designed to get your phone ringing, others to fill up your online store with orders, and some just to put your brand in front of more people.
Choosing the right campaign can feel confusing, but it doesn’t have to be. Here’s a simple breakdown of each campaign type so you can identify the one that aligns best with your business objectives. At ClickByVal, I take a strategic approach by learning about your business first, then recommending the campaign that delivers the strongest ROI.
Ready to start? Call or message me today to get your campaign running.
Search Campaigns – Text Ads on Google Search
Search campaigns are the most common type of Google Ads. Simple text ads that show at the top or bottom of Google search results when someone types in a keyword related to your business.They usually include:
A headline (blue link)
Website link
Short description
(Optional) extras like call buttons, location info, or sitelinks.
There are two main categories of results on Google: organic and paid. Organic results are free listings you earn with SEO over time, while paid ads appear at the top instantly but cost per click. For example, “modern living room ideas” might show your blog organically, while “interior designer Dallas” shows your paid ad first.
Perfect for: Service businesses, lead generation, or anyone who needs calls and form fills.
“Sample view of Google Search Ads and how they can appear above organic results when someone searches on Google. Visual for demonstration only.”
Not sure if Search is the right fit for your business? I can help you decide and set it up for success.
Display Campaigns – Visual Banners Across Websites
Display Campaigns are visual ads. Banners, images, or responsive graphics that appear across Google’s Display Network (millions of websites, apps, YouTube, and even Gmail). Unlike search ads, which only show when someone types a keyword, display ads are designed to catch attention while people are browsing.
They can appear in many shapes and sizes:
Banners at the top of a webpage.
Rectangles or squares in the sidebar or within articles.
Image or animated graphics inside apps and emails.
Example: You’re reading a home décor blog, and you see a big banner that says “Modern Furniture Sale – Shop Now.” That’s a Display Ad in action.
How Display Ads Are Triggered
Unlike Search Ads (where someone types a keyword), Display Ads show up based on who the person is and what they’re interested in. Google uses data like:
Audience targeting: people who fit certain interests, habits, or demographics (ex: homeowners, DIY lovers, travelers).
Remarketing: people who already visited your site or checked out your services.
Context: the type of website they’re on (ex: an interior design blog might trigger your ad for home décor).
Automated signals: Google looks at browsing behavior to match ads to people who are most likely to care.
So if someone was shopping for couches yesterday, they might see your “Modern Furniture Sale” banner today while reading the news.
When it’s right for you: Display ads are perfect for brand awareness, retargeting, and staying top-of-mind. If you want people to remember your business after visiting your site, or if you want to get in front of new audiences while they’re reading blogs, watching videos, or checking Gmail, display campaigns are the way to go.
“Example mockup of how Google Display Ads may appear across websites and apps. For illustration purposes only.”
Not sure if Display is right for you? I help businesses choose the best strategy!
Shopping Campaigns – Product Listings With Images
Shopping Campaigns are built for e-commerce businesses. Instead of just text, they show product cards with a photo, price, store name, and sometimes ratings — right at the top of Google Search or under the Shopping tab.
Example: You search “vitamin C serum” and see product cards with different brands, prices, and stores before the regular results. That’s a Shopping Ad at work.
How it works: You upload your product details (photos, titles, prices, descriptions) into Google Merchant Center and connect it to Google Ads. Google then automatically creates product ads from that info so you don’t have to write headlines or ad copy yourself.
Unlike Search Ads, where you bid on specific keywords, Shopping Ads use your product information. Google looks at what you’re selling and matches it to relevant searches. For example, if you’ve uploaded a product called “Vitamin C Serum – 30ml”, your ad can appear when someone searches “vitamin C serum.”
When it’s right for you: Shopping campaigns are perfect if you sell physical products online and want more clicks that lead directly to purchases. They’re one of the most effective ways to get your items in front of people already ready to buy.
“Example mockup of how Google Shopping Ads may appear in search results. For illustration purposes only.”
Want to get your products in front of ready-to-buy customers? I can help you set up and optimize Google Shopping Ads for more sales!
Video Campaigns – Ads on YouTube
Video Campaigns let you advertise on YouTube and across Google’s video partners. These can be skippable or non-skippable video ads.
How it works: Your ads can appear before, during, or after YouTube videos, or even in YouTube search results.
How they’re triggered: Video ads show up based on audience targeting (interests, demographics, remarketing), content targeting (the type of videos people are watching), or a mix of both. For example, if someone watches a lot of fitness content, they’re more likely to see a workout-related ad.
Best for: Building brand awareness, educating potential customers, or launching new products.
Example: A fitness coach runs a short ad before a workout video, showcasing client transformations. If you want to tell a story, connect emotionally, or show your product/service in action, video ads are a strong choice.
“Here’s how video ads appear on YouTube across different devices”
Want to make YouTube ads part of your strategy? I can help you create Video campaigns that capture attention and turn viewers into customers.
App Campaigns – Ads Promoting App Installs
App Campaigns are designed to promote your mobile app and get more installs or in-app actions (like sign-ups or purchases). Instead of creating tons of ads, you give Google your app info, text, images, and videos — and Google automatically builds ads and shows them where they’ll perform best.
How it works: Ads can appear across Google Search, Google Play, YouTube, Discover, and the Display Network. Google pulls your app details and creative assets, then mixes and matches them to test different ad variations.
How they’re triggered: Google uses keywords, audience behavior, and app store data to decide when to show your ad. For example, if someone searches for “fitness tracker app” in Google Play, your fitness app could appear at the top with an install button.
Best for: Businesses that have an app and want to increase downloads, boost engagement, or drive in-app sales.
Example: A food delivery app runs an App Campaign so when someone searches “food delivery” in Google Play or watches cooking videos on YouTube, their ad shows up with a direct download button.
"Example mockup of how Google App Campaign ads may appear in the Play Store. For illustration purposes only."
Looking to get more downloads and active users for your app? I’ll help you run App Ads that reach the right audience and grow your user base.
Local Campaigns – Ads Driving Foot Traffic
Local Campaigns (now being rolled into Performance Max, but still important to know) are built to drive foot traffic to your physical business. These ads highlight your location, phone number, directions, and promotions — everything someone needs to visit you in person.
How it works: Local ads appear across Google Maps, Search, YouTube, and the Display Network. They can show things like “Directions” buttons, call options, and store info, making it easy for nearby customers to find and contact you.
How they’re triggered: Google uses location signals — like someone searching “coffee near me” or physically being close to your store — along with your business info and ad settings.
Best for: Restaurants, salons, retail shops, gyms, or any business with a storefront that wants more people walking through the door.
Example: A coffee shop runs a Local Campaign, and when someone nearby searches “coffee near me” or checks Google Maps, their ad shows up with directions and a call button.
“Sample view of how Local Ads can appear in Google Maps and Search with directions, call buttons, and business info. For demonstration purposes only.”
Want to drive more foot traffic and local calls? I can help you set up Local Ads that get customers through your doors.
Performance Max – A Mix of All Ad Types
Performance Max (PMax) is Google’s newest and most advanced campaign type. It uses Google’s AI to run ads across all of Google’s platforms: Search, Display, YouTube, Gmail, Shopping, and Maps. From a single campaign. Instead of picking just one ad type, PMax uses your assets (text, images, videos, product feed) and Google’s AI to place the right ad in the right place at the right time.
How it works: You upload your business info, ad creatives, and goals (like leads, sales, or visits). Google’s AI then tests combinations and automatically decides where your ads should show for the best results.
How they’re triggered: PMax uses a mix of search intent, audience behavior, and your assets. So if someone is actively searching for your service, browsing related websites, or watching YouTube videos connected to your niche, your ads can appear across multiple placements.
Best for: Businesses that want to maximize reach and conversions without managing separate campaigns. Perfect for e-commerce stores, service providers, and local businesses that want Google’s AI to do most of the heavy lifting.
Example: A boutique clothing brand sets up a PMax campaign, and their ads show up as search text ads, shopping product cards, YouTube video ads, and banners on fashion blogs — all from the same campaign.
“Example of Google Performance Max Ads running across all Google channels including Search, Display, YouTube, and Maps.”
Curious if Performance Max is worth it for your business? Let’s chat and see if it’s the right strategy!
Choosing the Right Campaign for Your Business
So, which campaign should you choose? It all depends on your goals:
Want leads and calls fast? → Search Campaigns.
Want to stay visible even when people aren’t searching? → Display or Video Campaigns.
Selling products online? → Shopping Campaigns.
Have a local business? → Local or Performance Max.
Have an app? → Go with App Campaigns.
Looking for maximum exposure with AI optimization? → Performance Max.
ClickByVal Tip: The secret to winning with Google Ads isn’t running every campaign type at once. It’s matching the right campaign to your business goal and budget. Start small. Pick the one campaign type that lines up with your #1 goal right now (like more calls, more sales, or more traffic). Once the results start rolling in, you can use that data to expand into other campaign types with confidence.
Google Ads offers a lot of flexibility, but not every campaign type works for every business. Starting with the right one can save you money and deliver results faster.
If you’re unsure which campaign fits your business, I can help. I specialize in building and managing PPC campaigns that bring in leads, sales, and measurable growth.
