Five Different Types of Google Ad Campaigns

Five Different Types of Google Ad Campaigns

Google Ads campaigns are a great way to advertise your products and services to your target audience. With various types of Google Ads campaigns available, it’s easy to find the right campaign for your marketing goals, budget, and experience.

However, with over a dozen options for Google Ads, knowing the right one for your needs isn’t always obvious! Let’s look at some of the different types of campaigns to see what’s worth trying for your business:

Search Campaigns

Search campaigns are the original type of Google Ads. Businesses bid on keywords related to their products and services, so when users search these terms (or something similar), their ad appears at the top of the results page.

Great for businesses of every shape and size, search campaigns are most widely used to generate leads and conversions. You don’t need to much experience to run successful search campaigns, while it’s a good method for attracting high-intent traffic, meaning high potential for a ROI.

There are serval types of search campaigns within Google Ads, including responsive search ads, call ads, and dynamic search ads.

Display Campaigns

As the name suggests, a display campaign is an image-based form of advertising on Google where you bid to have your ads display on other websites. Rather than text-based adverts like with search campaigns, these image ads appear on websites in the Google Display Network.

Perhaps the biggest advantage of display campaigns is their ability to generate and spread brand awareness. These types of ads generate thousands of impressions, increasing the chances of searches related to your brand, so its often paired with search campaigns to drive conversions.

Display campaigns are more affordable than search campaigns, while their visual elements are great for attracting a new audience.

Video Campaigns

Another self-explanatory form of Google Ads – video campaigns involve displaying video ads across the web. The most common place for video ads is on YouTube, where you bid to have your ad featured on certain videos on the platform.  

Video advertising is incredibly effective, being more entertaining and engaging than other types of ads. They’re also highly customisable, making it easy to set the right format, target audience, and budget for your ads.

However, creating videos can be time-consuming and not the most cost-effective, while it’s also a hugely competitive market on YouTube.

Shopping Campaigns

Google shopping campaigns are recommended for any business looking to increase sales of their products online. You’ve probably seen countless shopping ads on Google – it’s those visual adverts that appear at the top of the page on Google.

To launch shopping campaigns, you provide Google Merchant centre with a custom product feed. The product feed provides customers with useful info about the product, like pricing, size, style availability etc.

Perfect for ecommerce businesses, Google Shopping ads allow businesses to visually advertise products, while its easy to add custom selling points (e.g., price reduction, eco-friendly etc.)

App Campaigns

App campaigns are designed for businesses that want to advertise their mobile app to increase downloads. These ads appear on various locations depending on your needs, including Google, Google Play, and YouTube.

There are several types of app campaign ads available, including app installs, app engagement, and app pre-registration. 


Google Ads remains one of the most effective forms of paid advertising online and many business run them along side a search engine optimisation campaign. There are many types of Google Ad campaigns available, including search campaigns, display campaigns, video campaigns, shopping campaigns, and app campaigns.

Each one is easily customised to the needs of your business, letting you advertise on a scale and budget that meets your needs.

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