Google Ads is a powerhouse when it comes to online advertising.
Whether you’re a small business owner dipping your toes into digital marketing or a seasoned pro managing multiple clients, Google offers a range of campaign types tailored to your goals. Each campaign type serves a unique purpose and targets audiences in specific ways.
In this guide, we’ll break down the six core Google Ads campaign types, who they are best suited for, and provide real-world examples of how a business might use each one.
Search Campaigns
What Are Search Campaigns?
Search campaigns show text-based ads on Google Search results. When someone types in a query related to your business, your ad can appear at the top or bottom of the search engine results page (SERP). These ads are keyword-driven and follow a pay-per-click (PPC) model, meaning you only pay when someone clicks your ad.
Who Should Use Search Campaigns?
- Beginners: Great for new advertisers due to its simple, direct approach.
- Advanced Marketers: Ideal for refining strategies with advanced targeting, bidding strategies, and audience segmentation.
Example:
Imagine “GreenGlow Landscaping,” a local landscaping company. They use a Search campaign targeting keywords like “landscaping services near me” and “lawn care in Toronto.” With a small budget and carefully chosen keywords, they ensure their ad appears when homeowners search for these services.
Why It Works:
- Captures users with high intent who are actively searching.
- Easy to track ROI and optimize over time.
Performance Max (PMax) Campaigns
What Are Performance Max Campaigns?
Performance Max is an all-in-one campaign that spans across all Google platforms: Search, Display, YouTube, Gmail, Maps, and Discover. It uses Google’s machine learning to optimize for your goals (like sales or leads) across these channels automatically.
Who Should Use Performance Max?
- Beginners: Allows for a broad reach with minimal manual setup.
- Advanced Marketers: Perfect for large-scale, multi-platform strategies where machine learning can optimize complex data.
Example:
A company like “FlexiFitness” sells home workout equipment. They run a Performance Max campaign showcasing product videos on YouTube, image ads on Display, and product listings in Google Shopping. This allows them to capture potential customers at multiple touchpoints.
Why It Works:
- One campaign covers every Google platform.
- Best for businesses wanting to scale quickly with automated optimization.
Demand Gen Campaigns
What Are Demand Gen Campaigns?
Demand Gen (formerly Discovery) campaigns place visual ads across YouTube, Gmail, and Google Discover. These campaigns are designed to drive action through visually rich, immersive formats.
Who Should Use Demand Gen?
- Intermediate Marketers: Requires some familiarity with audience targeting and creatives.
- Advanced Marketers: Useful for retargeting and advanced customer journeys.
Example:
“Urban Threads,” a streetwear clothing brand, uses a Demand Gen campaign to showcase new arrivals through bold, eye-catching image ads on Google Discover and YouTube Shorts. They retarget users who previously visited their site but didn’t purchase.
Why It Works:
- Perfect for brand awareness and re-engagement.
- Visually engaging formats work well for industries like fashion and lifestyle.
Display Campaigns
What Are Display Campaigns?
Display campaigns show image, video, and responsive ads across Google’s Display Network, which includes over 3 million websites and apps.
Who Should Use Display Campaigns?
- Beginners: Good for building brand visibility on a small budget.
- Advanced Marketers: Useful for sophisticated retargeting and audience segmentation.
Example:
A travel agency called “Sunny Escapes” uses Display campaigns to promote vacation packages. When someone visits a travel blog or weather website, they see an ad for a tropical getaway.
Why It Works:
- Ideal for building awareness in the research phase.
- Retargeting brings back previous visitors who didn’t convert.
Shopping Campaigns
What Are Shopping Campaigns?
Shopping campaigns showcase your product listings with images, titles, and prices directly on Google Search and Google Shopping. These ads are powered by a product feed connected through Google Merchant Center.
Who Should Use Shopping Campaigns?
- Beginners: E-commerce businesses can start with a simple product feed.
- Advanced Marketers: Use custom labels, segmentation, and performance data to optimize product listings.
Example:
“PetPal,” an online pet supply store, uses Shopping campaigns to promote their best-selling organic dog food. When a pet owner searches “organic dog food,” PetPal’s listing appears with product images, price, and customer ratings.
Why It Works:
- Highly visual and informative ad format.
- Ideal for e-commerce businesses looking to drive direct sales.
Video Campaigns
What Are Video Campaigns?
Video campaigns place ads on YouTube and Google video partners. They support a variety of formats like skippable in-stream, non-skippable, and bumper ads.
Who Should Use Video Campaigns?
- Beginners: With simple tools like YouTube Video Builder, even newcomers can create compelling ads.
- Advanced Marketers: Perfect for advanced storytelling and engaging, multi-stage funnels.
Example:
“Chef’s Delight,” a meal kit service, runs a Video campaign with cooking tutorials. They target food lovers who watch recipe videos on YouTube and offer a 20% discount code for first-time subscribers.
Why It Works:
- Captivates audiences through storytelling and visual appeal.
- Precision targeting reaches specific viewer demographics.
Which Campaign Is Right for You?
If you’re just starting out, Search and Performance Max campaigns offer straightforward entry points with clear outcomes. Display and Demand Gen are great for building brand awareness and re-engagement. For e-commerce, Shopping is essential. If you want to tell your brand story, Video campaigns excel at capturing attention.
Google Ads offers flexibility to meet your business goals at any experience level. Whether you want to drive sales, increase visibility, or engage audiences across platforms, there’s a Google Ads campaign that fits your needs.
Which campaign will you try next?