Google Ads Campaigns: Types, Strategies, and Best Practices for 2025

Google Ads remains one of the most powerful digital advertising platforms worldwide, driving billions in revenue for businesses each year. With over 56 million advertisers leveraging its network, the challenge isn’t whether to use Google Ads—it’s how to use it effectively.

Success starts with understanding campaign types, aligning them with business goals, and applying proven strategies to maximize return on ad spend (ROAS). This guide explores the main Google Ads campaign types, examples of effective usage, common challenges, and optimization strategies to scale results in 2025.

What Are Google Ads Campaign Types?

Google Ads offers nine primary campaign types, each designed to serve different marketing objectives:

• Search Ads

• Display Ads

• Shopping Ads

• Video Ads

• App Campaigns

• Discovery Ads

• Local Services Ads

• Performance Max

• Smart Campaigns

Each campaign type aligns with specific user intent, channel placements, and advertiser goals. Choosing the right format ensures budget efficiency and maximized conversions.

Search Ads: Capturing High-Intent Traffic

Search Ads appear directly in Google Search results when users actively type relevant queries. These are pay-per-click (PPC) text ads, making them ideal for lead generation and direct conversions.

Best Practices for Search Ads:

• Conduct keyword research using Google Keyword Planner or Ahrefs.

• Use single keyword ad groups (SKAGs) for precise targeting.

• Write ad copy that highlights offers, benefits, or urgency (“20% off today”).

• Include ad extensions like sitelinks and callouts to increase visibility.

Case Example: One Medical, a healthcare company, used location-based keywords like “doctor near me” and emphasized “Same/Next Day Appointments.” CTR improved significantly, and patient sign-ups increased.

Display Ads: Building Awareness and Retargeting

Display Ads are visual banners shown across the Google Display Network (GDN), reaching users on websites, apps, and YouTube. Unlike search ads, they focus on capturing interest rather than intent.

Advantages of Display Ads:

• Wide reach across 3M+ websites.

• Ability to retarget previous visitors.

• Strong visual engagement using images or video.

Case Example: HelloFresh scaled subscriptions using Display Ads with bright food visuals and remarketing. Result: lower customer acquisition cost (CAC) compared to traditional media.

Shopping Ads: Driving E-Commerce Performance

Shopping Ads showcase products with images, prices, and merchant details at the top of Google search. They are highly effective for retailers and e-commerce brands.

Optimization Tips:

• Upload accurate product data via Google Merchant Center.

• Segment product groups with Single Product Ad Groups (SPAGs).

• Use competitive pricing and high-quality visuals.

Case Example: EMOTIV, a brainwear technology company, increased transactions by 33% and achieved 447% ROI through Google Shopping Ads with optimized product feeds.

Video Ads: Storytelling Through YouTube

Video Ads run on YouTube and Google Video Partners, making them essential for brand awareness and storytelling.

Why They Work:

• Combine audio, visuals, and narrative for stronger recall.

• Multiple formats: skippable, non-skippable, bumper, in-feed.

• Highly targeted with demographics, interests, and behaviors.

Case Example: Nissan promoted its electric Ariya model through a lo-fi YouTube music video, gaining 7M+ views and above-average watch times across devices.

App Campaigns: Scaling Mobile Growth

App Campaigns automatically promote apps across Google properties, including Play Store, YouTube, and Display. Machine learning optimizes placements for installs and engagement.

Key Benefits:

• Simplified setup (just ad text, visuals, and budget).

• Cross-platform reach.

• Machine learning optimization for CPI or CPA.

Case Example: A FinTech app in Mauritius reduced cost per install (CPI) and gained high-quality users by leveraging app install campaigns with conversion optimization.

Discovery Ads: Reaching Users Before They Search

Discovery Ads appear on the YouTube Home feed, Gmail Promotions tab, and Google Discover feed. They deliver visual, mobile-first ads tailored to user interests.

Case Example: Ted Baker used Discovery Ads with lifestyle imagery, driving a revenue increase and improved click-through rates, proving effective for retail expansion.

Local Services Ads: Connecting with Nearby Customers

Local Services Ads (LSAs) work best for location-based service providers such as plumbers, lawyers, or salons. They are pay-per-lead and backed by Google’s trust badge.

Case Example: Runkle Law Firm generated $250,000 in revenue within two years via LSAs by leveraging Google Guarantee and fast lead response.

Performance Max: Unified, AI-Powered Campaigns

Performance Max campaigns consolidate all Google channels—Search, Display, YouTube, Discover, Gmail, Maps—into one campaign. Google’s AI optimizes creative assets, audience targeting, and bidding.

Case Example: KEH Camera increased revenue by 76% with Performance Max, benefiting from automation and broad audience reach.

Smart Campaigns: Simplifying Ads for Small Businesses

Smart Campaigns are Google’s automated solution for SMBs, requiring minimal setup. They optimize based on business goals (calls, visits, or website traffic).

Best For:

• Local businesses.

• Advertisers with limited time.

• Budget-conscious campaigns.

Case Example: YRV Dynamics promoted a retirement course with Smart Campaigns and exceeded 150 enrollments within 60 days using a manual funnel strategy layered on automation.

Common Challenges in Google Ads Campaigns

1. Managing Ad Spend: Costs rise quickly without careful monitoring. Use daily budgets and alerts.

2. Troubleshooting Underperformance: Review KPIs like CTR and conversion rates, adjust targeting and copy, and A/B test.

3. Avoiding Mistakes: Don’t neglect keyword research, ignore ad extensions, or set unrealistic bids.

4. Tracking KPIs: CTR, conversion rate, ROAS, CPC, and impressions are critical for measuring success.

5. Analytics & Adjustments: Use Google Analytics to refine targeting, update ad copy, and optimize bidding.

How to Enhance Google Ads Performance

• Select the right bidding strategy: Manual CPC, Enhanced CPC, or Target CPA.

• Use negative keywords to cut wasted spend.

• Continuously test ad copy and creatives.

• Optimize landing pages for fast loading, message match, and strong CTAs.

• Reallocate budgets toward high-performing campaigns.

Partnering With Experts

Running Google Ads is complex. Partnering with agencies like Agrowth provides advanced audience segmentation, analytics-driven optimization, and access to Google Agency Accounts that unlock higher spending limits and reduced risk of suspension.

For e-commerce, lead gen, and niche verticals, working with experienced partners ensures campaigns remain competitive and scalable.

Recommended Resources for Google Ads Campaigns

Google Ads Campaigns Detailed breakdown of campaign types and examples to help choose the right strategy for your goals.

How to Open a Google Ads Agency Account Step-by-step guide for setting up and managing a professional-level Google Ads agency account.

Rent Google Agency Ads Account Access high-trust, pre-approved accounts to scale campaigns faster and reduce risks of restrictions.