All 9 Google Ads Types and How to Use Them

Google Ads offers a broad ecosystem of campaign formats, but knowing the list isn’t enough. High-performance advertisers understand how each ad type works with user intent, what Google’s machine learning optimizes for, and how to structure campaigns to minimize waste. This guide breaks down all nine core Google Ads types and explains how to use them effectively in today’s competitive environment.

How Many Google Ads Types Exist?

Google provides nine primary campaign types, each serving different goals, intent levels, and creative requirements:

• Search Ads

• Display Ads

• Shopping Ads

• Video Ads

• App Ads

• Discovery Ads

• Local Services Ads

• Performance Max

• Smart Campaigns

Within these categories, advertisers can access over 22+ formats and subtypes, giving room for sophisticated cross-channel strategies.

Search Ads

Search Ads appear when users actively search for solutions. They are the most intent-driven and performance-predictable format on Google.

Why Search Ads Matter

Search behavior reflects strong commercial intent. Google processes over 8.5 billion searches daily, and roughly 15% of queries are new each day—creating constant demand for advertisers.

Types of Search Ads

• Responsive Search Ads (RSAs)

• Call-Only / Call Ads

• Dynamic Search Ads (DSAs)

Strengths

• High conversion intent

• Deep control over bidding

• Fast optimization feedback loops

Limitations

• High CPC in competitive industries

• Requires continuous keyword refinement

Best Practices

• Combine broad match + smart bidding for scale

• Pin key messages in RSAs

• Use audience layers (in-market, remarketing, custom intent)

• Maintain strong negative keyword lists

• Optimize landing pages for speed and relevance

Display Ads

Display Ads reach users across over 90% of the internet via the Google Display Network.

Strategic Value

Display is not just top-funnel. With proper targeting, it becomes a cost-efficient channel for retargeting and mid-funnel nurturing.

Display Formats

• Single-image ads

• Responsive Display Ads (RDAs)

Strengths

• Massive reach

• Visual impact

• Lower CPC

Limitations

• Lower intent

• Requires placement management

Best Practices

• Layer audience + contextual targeting

• Separate remarketing audiences (cart abandoners vs. site visitors)

• Refresh creatives every 4–6 weeks

• Exclude low-quality placements and mobile apps

• Use frequency caps to avoid fatigue

Shopping Ads

Shopping Ads dominate ecommerce performance. They display product photos, pricing, ratings, and merchant info directly in search results.

Key Insight

Shopping ads are fueled by your Merchant Center feed, not keywords. Feed quality determines your reach, relevance, and CPC efficiency.

Shopping Formats

• Product Shopping Ads

• Local Inventory Ads

Strengths

• High CTR

• High purchase intent

• Visibility across Search and Shopping tabs

Limitations

• Requires accurate, optimized product feed

• Limited keyword control

Best Practices

• Optimize product titles with brand + attributes

• Use high-resolution images

• Keep inventory & pricing real-time accurate

• Segment products by margin

• Add negative keywords to reduce irrelevant traffic

Video Ads

Video Ads appear primarily on YouTube—one of the world’s largest search engines with 2+ billion logged-in users monthly.

Why Video Ads Work

Video combines visual and emotional storytelling, making it ideal for brand building and interest generation.

Video Formats

• Skippable in-stream

• Non-skippable

• Bumper ads

• In-feed video ads

• Outstream

• Masthead

Strengths

• Highly engaging

• Advanced targeting

• Cost-efficient CPVs

Limitations

• Requires strong creative

• Viewers may skip quickly

Best Practices

• Hook within the first 5 seconds

• Add captions

• Match audiences with tailored messaging

• Test multiple video variations

App Ads

App Campaigns automate app promotion across Search, Display, YouTube, and Google Play.

How They Work

You provide text, images, and videos—Google’s algorithm auto-generates combinations and optimizes toward installs or in-app actions.

App Campaign Types

• App Installs

• App Engagement

• App Pre-Registration

Strengths

• AI-driven optimization

• Huge cross-channel reach

• Optimizes for specific in-app events

Limitations

• Requires strong creatives

• Limited placement control

Best Practices

• Provide multiple creative variations

• Implement robust in-app conversion tracking

• Retarget inactive users

Discovery Ads

Discovery Ads reach users across Google Discover, YouTube Home feed, and Gmail Promotions tab.

Strategic Benefit

Discovery bridges the gap between social-style native ads and Google’s intent signals—perfect for scaling mid-funnel reach.

Strengths

• Highly visual

• AI-powered intent targeting

• Large reach without video requirements

Limitations

• Not ideal for bottom-funnel

• No manual placement control

Best Practices

• Use high-resolution images

• Test carousels

• Combine with retargeting audiences

• Expand audiences gradually for scale

Local Services Ads

Local Services Ads (LSAs) appear above both PPC and organic results and operate on a pay-per-lead model.

Why LSAs Excel

They include Google Guaranteed / Google Screened badges, significantly increasing trust and click-through.

Strengths

• Prime SERP real estate

• Lead-based billing

• High-intent traffic

Limitations

• Strict verification requirements

• Available only in specific industries

Best Practices

• Complete all business details

• Acquire & respond to reviews

• Keep service area targeting narrow

• Respond to leads within minutes

Performance Max

Performance Max (PMax) is Google’s all-channel, fully automated campaign type that optimizes placements across Search, Display, YouTube, Gmail, Discover, and Maps.

Key Insight

PMax performs best when fed with strong creative assets, conversion tracking, and first-party data.

Strengths

• Reaches all Google inventory

• AI-driven targeting and bidding

• Great for ecommerce & lead gen

Limitations

• “Black box” reporting

• Requires high-quality creatives

• Risk of cannibalizing Search

Best Practices

• Upload a full creative asset library

• Use audience signals (first-party data)

• Separate campaigns by product category

• Monitor insights for search themes & locations

Smart Campaigns

Smart Campaigns automate keyword selection, bidding, and placements. They are best for businesses needing minimal management.

Strengths

• Easiest Google Ads type

• Quick setup

• Automated targeting

Limitations

• Least control

• Limited reporting

• Not ideal for scaling

Best Practices

• Write focused ad copy

• Use exact geographic targeting

• Optimize your landing page for conversions

How to Choose the Right Google Ads Type

Use this framework to select campaign types systematically:

1. Define Your Goal

• Lead generation → Search, LSAs, PMax

• Ecommerce sales → Shopping, PMax

• Awareness → Display, Video, Discovery

• App installs → App campaigns

2. Align With Buyer Journey

• Top-funnel: Display, Video, Discovery

• Middle-funnel: Search, RDA, remarketing

• Bottom-funnel: Shopping, LSAs, PMax

3. Consider Your Resources

• Limited time → Smart or PMax

• Creative-heavy brands → Display, Video, Discovery

• Strong feed management → Shopping

4. Test & Iterate

No single format is best forever. Regular A/B testing increases efficiency and adaptability as markets shift.

Recommended Resources for Google Ads Types

Types of Google Ads A clear breakdown of every major Google Ads format and when to use each one.

Google Ads Campaign Types A structured guide to choosing the correct campaign based on business goals and user intent.

Google Agency Ads Account Rental

 A high-quality Google Agency account solution with lower fees, safer billing, and higher suspension resistance.