Google Ads Campaign Types Explained: Find the Best Fit for Your Business

Choosing the right Google Ads campaign type can mean the difference between wasted budget and real business growth. This guide breaks down Search, Display, Video, Performance Max, and more to help you confidently choose the best campaign type for your goals.

Google Ads provides businesses with a flexible way to reach potential customers, but only if you’re using the right campaign type. Picking the wrong one can waste your budget and limit your results. This guide breaks down the main campaign types and helps you understand when and why to use each.

Whether you’re trying to grow a local business, sell more products online, or generate leads for your service, selecting the right campaign is one of the most crucial steps in your overall Google PPC campaign strategy.

Overview of Google Ads Campaign Types

There are several types of Google Ads campaigns, each designed to reach people in different ways and at various stages of the buying process. While they all aim to help businesses grow, each type works differently and is better suited to achieve specific goals than others. Choosing the best Google Ads campaign depends on how well you understand your goals and the resources at your disposal.

What Are the Main Campaign Types?

• Search campaigns use text ads that appear when users search for specific keywords on Google. These ads are part of what people typically think of when they use search engines.
• Display campaigns or display image-based ads, also known as banner ads, on websites that are part of the Google Display Network.
• Video campaigns utilize video content to tell engaging stories and connect with audiences, particularly on YouTube. Performance Max campaigns enable Google to use automation to determine where to display your ads across all its platforms.
• Local campaigns help businesses reach people in their nearby area, driving calls or foot traffic. Shopping campaigns are designed to promote products with images, pricing, and ratings. Demand Gen campaigns are Google’s answer to social-style discovery ads, using image and video formats across YouTube, Gmail, and Discover.

Search Campaigns – Intent-Based Advertising at Its Core

Search campaigns appear when users type specific keywords into Google. These are text-based ads displayed at the top or bottom of search engine results, helping you reach people actively seeking a product or service like yours.

Because they focus on user intent, Search campaigns are especially effective for lead generation and conversions. People who click are often ready to take action—whether it’s calling, filling out a form, or buying. To succeed, you need strong keyword targeting, clear ad copy, well-structured ad groups, and landing pages that deliver what users expect.

Compared to Display and Video, Search offers precision. When comparing search, display, and video, each has its own strengths, but Search is built for direct, intent-driven interactions. While Display ads use visuals to reach broad audiences, and Video relies on storytelling to create emotional connections, Search campaigns focus on targeting users who are ready to solve a problem right away.

That’s why this is often the first campaign type businesses launch—it needs fewer creative assets and can deliver results quickly when managed well.

When to Use Search Campaigns

If you offer a service like legal support, plumbing, or consulting, this type of campaign can quickly connect you to people who are ready to take action. These ads typically include a headline, description, and a link to your website, often directing users to a landing page that encourages a specific action, such as a conversion.

Search campaigns are organized into ad groups, each targeting related search terms. Using negative keywords helps you avoid showing your ads to the wrong audience. With high-quality ad copy and proper setup, Search campaigns can lead to a strong quality score and better placement.

Display Campaigns – Visual Awareness Across the Web

Display campaigns focus on visual ads that show up on millions of websites, apps, and YouTube videos. These are typically banner ads that help you stay visible to people who may not be actively searching at the moment, but who fit your ideal customer profile. Google Display Ads help you stay top of mind through visuals.

Best Use Cases for Display Ads

Use Display when your goal is brand awareness, retargeting, or maintaining visibility during a longer purchasing process. These campaigns are useful for top-of-funnel strategies and work well for industries that require repeated exposure before conversion.

They’re also helpful for introducing seasonal promotions or educational content. Although they may not drive immediate sales like Search, they help build recognition and trust. Choosing smart targeting options is key to making these campaigns effective.

Video Campaigns – Engage With Motion and Storytelling

Video campaigns show video content to users across YouTube and other Google video partners. These campaigns enable you to capture attention through visuals, audio, and storytelling, fostering a stronger emotional connection.

When to Consider Video Ads

These are an excellent option for product launches, brand storytelling, and demonstrating how your product or service works. If your audience responds to emotional appeal or visual learning, video can have a substantial impact. You’ll need to invest in high-quality video production and carefully consider your message and calls to action.

Like Display Ads, video ads are best suited for awareness and education, but can also support conversions when combined with remarketing.

Performance Max – All-in-One Automation With Broad Reach

Performance Max campaigns enable Google to place your ads where they are most likely to succeed. You provide creative assets—text, video, image—and Google uses automation and audience signals to deliver them across Search, Display, YouTube, Gmail, Maps, and Discover.

Who Should Use Performance Max?

These campaigns are a good fit for businesses that want to manage one campaign but still access multiple channels. It’s beneficial for e-commerce businesses with conversion tracking in place and a clear set of goals.

If you’re unsure how to choose Google Ad type combinations or don’t have time to run several campaigns separately, Performance Max provides an automated solution that still works across the different types of Google Ads platforms.

Local Campaigns – Drive In-Person Visits

Local campaigns help businesses appear in front of people in their local area. These ads can show on Google Maps, Search, YouTube, and more, helping customers find directions, call, or visit your business.

When Local Campaigns Work Best

These work best for businesses such as law offices, salons, restaurants, or clinics—any business that relies on customers coming through the door. A strong local presence, accurate Google Business Profile, and positive reviews can make these campaigns especially effective.

Because these campaigns are targeted based on user location and proximity, they reduce wasted spend and reach people who are ready to act.

Shopping Campaigns – Promote Products With High Intent

Shopping campaigns are designed to help you advertise your products directly in Google Search results. These ads include key product details—such as a photo, price, store name, and customer rating—right on the search results page. This allows shoppers to compare your offer with others at a glance before deciding to click.

These visual, information-rich ads appear in response to high-intent searches like “buy running shoes” or “best smartphone under $500,” putting your product in front of motivated buyers.

Ideal for eCommerce and Retailers

If you sell physical goods, this is one of the best Google Ads campaign types to use. These ads include detailed product information, helping to attract users who are ready to make a purchase. To run Shopping campaigns, you’ll need a product feed in Google Merchant Center and accurate information on pricing, descriptions, and availability.

Shopping ads are ideal for users at the bottom of the funnel, who are searching for something specific and are more likely to result in direct purchases.

Demand Gen Campaigns – Google’s Answer to Social-Style Discovery

Demand Gen campaigns aim to reach people when they’re not actively searching for something, but are still open to discovering new products or services. These ads feature a mix of visuals, carousels, and videos, and are placed in Gmail, YouTube, and the Discover feed.

When Demand Gen Works Best

If you’re in a visually driven industry, such as fashion, wellness, or events, these campaigns help build curiosity and awareness. They’re useful when you have strong visuals and want to create attention before someone has buying intent. The goal is to spark interest early and re-engage people later with other campaign types.

How to Choose the Right Campaign for Your Business

To determine which Google Ads campaign types are best suited for your business, consider your goals. Are you trying to get leads, make online sales, grow awareness, or drive people to your store? Aligning your campaign with your goal helps reduce wasted spend and increases the likelihood of achieving good results.

Match Your Campaign to Your Sales Funnel

At the awareness stage, where people are just starting to explore, Display, Video, and Demand Gen campaigns make sense. They help introduce your brand and create interest. During the consideration stage, when users compare options, video content and remarketing can help reinforce your message.

When people are ready to take action, Search, Shopping, Performance Max, and Local campaigns are most effective. They target people already looking for a solution and can drive conversions.

Budget, Assets, and Time Considerations

Each Google Ads campaign type requires a different level of investment in terms of budget, time, and creative assets. Search campaigns are often a good starting point for many small businesses because they require basic resources: strong ad copy, focused keyword research, and effective landing pages. You can start seeing results with a monthly budget of $500 to $1,500, depending on your industry and competition.

Display campaigns and Demand Gen campaigns rely more on eye-catching visuals, such as images or carousels. While the cost per click is often lower than Search, you’ll need design time or tools to produce quality banners. A monthly budget of $300 to $1,000 can help you stay visible without overspending, especially for retargeting efforts.

Video campaigns typically require the most significant upfront effort. Creating professional video content takes time and may involve editing software or production costs. However, once launched, these campaigns are great for brand awareness and education. Businesses often start with $1,000 to $3,000 monthly to test and scale.

Performance Max campaigns require a mix of assets—text, images, and video—and benefit from conversion tracking. They work well for businesses that want simplicity, but they require a broader asset library and regular performance checks. A starting budget of $1,000 to $2,000 per month is recommended for well-rounded testing.

Tools and Tips to Launch Successfully

Before launching your Google Ads campaigns, it’s essential to have the right tools and habits in place. These will help you set up strong campaigns, stay organized, and improve performance over time.

• Google Ads Editor helps you manage and edit campaigns quickly, especially when working with multiple ads or accounts.
• For Shopping campaigns, set up and maintain your product data through Google Merchant Center.
• Tools like Canva make it easy to create high-quality images and banner ads for Display and Demand Gen campaigns.
• Run A/B tests on different versions of your ads—headlines, descriptions, visuals, and calls to action—to determine which one performs best.
• Monitor your quality score regularly to ensure your ads are competitive and cost-efficient.

These tools and practices provide a stronger foundation for launching successful campaigns and making informed decisions as your advertising efforts expand.

Ready to Run Smarter Google Ads?

Choosing the right campaign doesn’t have to be confusing—or risky. If you need help creating a Google PPC campaign strategy that aligns with your business goals, Oyova is here to support you. From selecting the best Google Ads campaign types to crafting ad copy, building effective ad groups, optimizing landing pages, and tracking performance, we do it all

Ready to launch a Google Ads campaign that drives real results? Contact Oyova for a free PPC strategy consultation today