In digital advertising, knowing the available Google Ads formats is only half the battle. For experienced marketers, the real value lies in understanding how each ad type fits into different stages of the buyer’s journey, how Google’s machine learning treats these formats, and how to structure campaigns for maximum performance with minimal budget waste.

This article goes beyond the surface-level definitions you often see in beginner guides. Here, we will unpack each of Google’s nine core ad types—Search, Display, Shopping, Video, App, Discovery, Local Services, Performance Max, and Smart campaigns—from a strategic and technical perspective. You’ll see not just what they are, but how to apply them effectively in real campaigns, the pitfalls to avoid, and the advanced optimizations that separate average campaigns from high-performing ones.

How Many Types of Google Ads Are There?

Google Ads encompasses nine primary campaign types, each designed for specific marketing objectives and audience engagement strategies. However, within these primary types exist 22+ distinct ad formats and subtypes, creating a sophisticated ecosystem of advertising possibilities.

The nine core campaign types are:

• Search Ads

• Display Ads

• Shopping Ads

• Video Ads

• App Ads

• Discovery Ads

• Local Services Ads

• Performance Max Ads

• Smart Ads

Each campaign type operates within Google's auction system but targets different user behaviors, intent levels, and engagement patterns across Google's extensive network of properties and partner sites.

Search Ads

Search Ads are text-based ads triggered by keywords or queries entered into Google Search (and search partners). While the basic definition is simple, seasoned advertisers understand that the real power of Search Ads lies in auction-time signals—device, location, audience intent, time of day, and previous behavior—combined with the keyword match type strategy.

Beyond just “keywords,” Google now relies heavily on query context + audience data. This means keyword targeting is no longer purely deterministic; broad match keywords + smart bidding can capture intent you might not have explicitly added, which can either scale performance or waste budget if unmanaged.

Types of Search Ads

• Google Responsive Search Ads (RSAs) – Adapts headlines and descriptions automatically to query context.
  

• Call-Only (Call Ads) – Designed to drive phone calls directly from mobile devices.
  

• Dynamic Search Ads (DSAs) – Generated based on your website content rather than fixed keywords

Pros:

• High Intent Targeting: You reach users at the exact moment they are looking for your solution, resulting in higher conversion rates.

• Granular Control: Offers deep control over keywords, bidding, ad copy, and targeting.

• Measurable ROI: Performance is easily tracked, allowing for precise optimization of ad spend.

• Fast Results: Unlike organic SEO, search campaigns can start driving traffic and leads almost instantly.

Cons:

• High Competition: Popular keywords can be expensive, leading to a high Cost-Per-Click (CPC).

• Text-Only Format: Lacks the visual appeal of other ad types.

• Requires Constant Management: Needs ongoing keyword research, bid management, and A/B testing to maintain performance.

Best Practices

• Leverage Intent Layers

Combine keyword targeting with audience segments (in-market, remarketing lists, custom intent) for bid and messaging adjustments.
Example: Bid higher for returning visitors searching your brand + product keywords.

• Responsive Search Ads (RSAs) Optimization

Use 8–10 varied headlines, 3–4 descriptions.

Pin critical brand or compliance headlines to specific positions.

Monitor Ad Strength but prioritize actual CTR/CVR over the “Excellent” label.

• Match-Type Strategy

For scale: Broad Match + Smart Bidding (Target CPA/ROAS) with strong negative keyword lists.
For precision: Exact + Phrase match in SKAGs or tightly themed ad groups.

• Quality Score Maximization

Improve ad relevance with dynamic keyword insertion (DKI) where appropriate.
Optimize landing pages for load speed, mobile usability, and keyword alignment.

• Dayparting & Geo Targeting

Analyze hourly/day performance to cut waste in low-performing slots.
Apply bid adjustments based on conversion hotspots.

Display Ads

Display Ads are visual or rich media creatives served across the Google Display Network (GDN)—a collection of millions of websites, apps, and Google-owned properties like Gmail and YouTube (in placements outside of in-stream video).

For advanced advertisers, Display is not just about banners for awareness—it’s a strategic tool for:

• Upper-funnel reach: Building brand familiarity with broad audiences.
  

• Mid-funnel nurturing: Remarketing to site visitors or cart abandoners with tailored offers.
  

• Programmatic-style targeting: Leveraging audience segments, contextual placements, and automated bidding.

Google’s GDN uses a hybrid targeting approach—placement, audience, and contextual signals combined with its machine learning—making precision targeting both powerful and tricky to control if you don’t set constraints.

Types of Display Ads

• Single Image Ads – Static JPG/PNG banners manually uploaded.

• Responsive Display Ads (RDAs) – Auto-adjust to available ad spaces using a mix of images and text.

Refer to the full article on Google display ad format for further information!

Pros:

• Massive Reach: The GDN reaches over 90% of internet users worldwide.

• Visually Engaging: Capture attention with compelling images and branding, more effectively than text ads.

• Advanced Targeting Options: Target users based on demographics, interests (Affinity Audiences), active research behavior (In-Market Segments), or specific website placements.

• Cost-Effective: Generally has a lower CPC than Search ads.

Cons:

• Lower Conversion Rates: Users are not in an active search mode, so intent is lower, leading to lower CTR and conversions.

• Ad Blindness: Users have become accustomed to ignoring banner ads.

• Risk of Brand Safety: Requires careful management of placements to ensure your ads don't appear on inappropriate websites.

Best Practices

• Layer Targeting for Quality

Combine audience targeting (in-market, affinity, custom intent) with content targeting (topics, placements).
Example: Show ads to the “In-Market for CRM Software” audience only on B2B tech blogs.

• Remarketing Segmentation

Separate campaigns for: Cart abandoners (high urgency messaging), product viewers (educational or comparative ads), general site visitors (brand storytelling)

• Creative Optimization

Use Responsive Display Ads (RDAs) for scale and automation, but test custom HTML5 creatives for top-performing remarketing audiences.

Refresh creative every 4–6 weeks to combat ad fatigue.

• Placement Exclusions

Regularly exclude mobile app placements and low-quality sites from placement reports to avoid wasted impressions.

• Frequency Capping

Limit exposures per user per day/week to reduce banner fatigue and wasted spend.

Shopping Ads

Google Shopping Ads, also known as Product Listing Ads (PLAs), are a highly visual ad format that allows e-commerce businesses to showcase products directly in Google Search results. Instead of displaying only text, Shopping Ads present product images, prices, store names, ratings, and special offers, making them ideal for capturing purchase intent.

Unlike standard search ads, which rely heavily on keywords, Shopping Ads are generated based on the product data you provide in your Google Merchant Center feed. Google uses this structured data — including titles, descriptions, product categories, and pricing — to match your products with relevant user queries.

Types of Shopping Ads

• Product Shopping Ads – Standard product listings with image, price, and merchant info.

• Local Inventory Ads – Display if items are available nearby, ideal for in-store pickups. 

Pros:

• High Visibility & CTR: The visual format is highly engaging and provides key information upfront, attracting qualified buyers.

• Better Quality Leads: Users see the price before clicking, meaning the traffic you receive is more likely to convert.

• Broad Reach: Ads can appear on Google Search, the Shopping tab, and Google partner websites.

Cons:

• Requires a Product Feed: Setup is more complex, requiring a well-structured product feed submitted via Google Merchant Center.

• Feed Management: The feed must be constantly updated and optimized to ensure accuracy and performance.

• Limited Keyword Control: Campaigns are based on product attributes in your feed, not direct keyword bidding.

Best Practices

• Optimize Product Titles – Include brand, attributes, and primary keywords.

• Use High-Quality Images – Clear, professional product photos improve click-through rates.

• Maintain Accurate Pricing & Stock Data – Discrepancies can lead to disapproval.

• Segment Campaigns – Separate high-margin products from low-margin ones for better control.

• Leverage Negative Keywords – Avoid wasting budget on irrelevant search terms.

Video Ads

Google Video Ads — primarily served via YouTube and the Google Display Network — allow advertisers to engage audiences through rich, immersive video content. These ads can be skippable, non-skippable, bumper ads, or discovery ads, depending on the campaign’s objectives.

Video ads are especially effective for brand awareness, product launches, and storytelling, as they can create emotional connections more effectively than static formats.

Types of Video Ads

• Skippable In-Stream Ads – Viewers can skip after 5 seconds.

• Non-Skippable In-Stream Ads – Viewers must watch the full ad (max 15 sec).

• Bumper Ads – Six-second, non-skippable brand messages.

• In-Feed (Discovery) Video Ads – Appear in search results and related video feeds.

• Outstream Ads – Mobile-only video ads on partner sites (not YouTube).

• Masthead Ads – Reserved placement at the top of YouTube’s homepage. 

Pros:

• Engaging Storytelling: Video is the most powerful medium for capturing emotion and demonstrating value.

• Massive Audience: YouTube is the world's second-largest search engine.

• Advanced Targeting: Leverage YouTube's rich data to target users by demographics, interests, and viewing history.

• Cost-Effective Views: With skippable ads, you only pay when a user watches a significant portion (30 seconds or the whole video) or interacts with your ad.

Cons:

• High Production Cost: Creating high-quality video content can be expensive and time-consuming.

• Viewers Often Skip: You have only a few seconds to capture attention before the "Skip Ad" button appears.

• Can Be Intrusive: Non-skippable ads, in particular, can annoy users if not relevant and engaging.

Best Practices

• Hook Early – Capture attention within the first 5 seconds.
  

• Use Captions – Many users watch videos with sound off.
  

• Align with Audience Targeting – Match video creative to specific demographics and interests.
  

• Test Multiple Creatives – Optimize based on watch time and engagement metrics.

App Ads

Google App Campaigns are designed to drive app installs and in-app engagement by leveraging Google’s machine learning across Search, YouTube, Google Play, and the Display Network. Instead of manually creating ads, you provide Google with creative assets (text, images, videos), and the platform automatically generates combinations for optimal performance.

Types of App Ads

• App Installs – Focus on driving new downloads with the install button.

• App Engagement – Encourage users to take specific in-app actions.

• App Pre-Registration (Android only) – Drive audience interest before app launch.

Pros:

• Simplified Management: Google's AI handles targeting and bidding, making setup relatively easy.

• Broad Reach: Your ads are automatically shown across Google's largest properties to users likely to be interested in your app.

• Goal-Oriented: Optimized to drive specific actions, whether it's an install or a purchase within the app.

Cons:

• Limited Control: You have less direct control over where your ads appear or which specific keywords they target.

• Requires Strong Creative: Performance is heavily dependent on the quality of the text, image, and video assets you provide.

• Needs Conversion Tracking: Requires proper setup of Firebase or another mobile measurement partner to track in-app events effectively.

Best Practices

• Provide multiple creative variations to give Google more testing opportunities.

• Set clear conversion tracking for post-install actions.

• Use audience segmentation to retarget inactive users.

Discovery Ads

Google Discovery Ads are visually rich, personalized ads that appear across Google’s Discover feed, YouTube Home feed, and Gmail Promotions tab. They leverage Google’s understanding of user intent signals — based on recent search history, app activity, and content engagement — to place your ad in front of high-potential audiences, even before they start actively searching.

For advanced advertisers, Discovery Ads bridge the gap between social-style native advertising and search-based targeting, allowing you to run awareness and consideration campaigns with measurable conversion impact.

Pros:

• Reaches Users in "Discovery Mode": You connect with potential customers while they are browsing content they enjoy, making them more receptive to new brands.

• Visually Compelling: Uses large, high-quality images and carousels to create an engaging experience.

• AI-Powered Targeting: Leverages Google's deep understanding of user signals to find audiences with high intent.

Cons:

• Not for Bottom-of-Funnel: Like Display ads, they target users who are not actively searching for a solution, so direct conversion rates may be lower.

• Less Control Over Placements: You can't choose specific YouTube channels or websites; you trust Google's algorithm.

Advanced Best Practices

• Use carousel formats for showcasing product ranges or step-by-step storytelling.

• Test audience expansion to discover new profitable segments.

• Prioritize high-resolution images and avoid text-heavy creatives.

• Combine with remarketing for users who visited your site but didn’t convert.

Local Services Ads

Local Services Ads (LSAs) are designed to connect local service providers directly with potential customers searching for specific services in their area. Unlike traditional pay-per-click formats, LSAs operate on a pay-per-lead model, meaning you only pay when a customer contacts you through the ad.

These ads typically appear at the very top of Google search results, above both organic listings and standard PPC ads, giving them prime visibility. They display key information such as your business name, phone number, service area, ratings, and a Google Guaranteed badge if you’ve passed Google’s verification process — which can boost trust and click-through rates.

Types of Local Services Ads

• Google Guaranteed – For service providers like plumbers or cleaners, it offers a trust badge and pay-per-lead pricing.

• Google Screened – For professional services like law or real estate, includes background-verified credentials. 

Pros:

• Prime SERP Real Estate: Occupies the most prominent position on the search results page.

• Builds Trust: The Google Guarantee/Screened badge provides immense credibility.

• Pay-Per-Lead Model: You only pay for valid leads (phone calls or messages) directly related to your services, not for clicks.

• High-Quality Leads: Captures users who are actively seeking immediate help from a local provider.

Cons:

• Limited Availability: Only available for specific industries and geographic locations.

• Rigorous Screening Process: Businesses must pass a background check and license verification to qualify.

• Less Customization: Ad format and content are standardized, offering little room for branding.

Best Practices:

• Complete Your Business Profile
  

• Fill in every detail: business hours, service areas, services offered, and photos.

• Keep NAP (Name, Address, Phone) consistent with other online listings.
  

• Get Google Screened / Guaranteed
  
  

• Complete verification steps promptly (license, insurance, background checks).

• This badge increases credibility and CTR.
  

• Optimize for Local Intent
  

• Target nearby zip codes and avoid overexpanding to irrelevant areas.

• Use relevant service categories (e.g., “emergency plumbing” vs. just “plumbing”).
  

• Prioritize Review Quality
  

• Consistently request reviews after each completed job.

• Respond to all reviews to boost trust and ranking.
  

• Manage Leads Quickly
  

1. Reply within minutes — speed directly affects ad ranking.

2. Mark leads as booked or completed in the LSA dashboard to train Google on valuable leads.

Performance Max Ads

Performance Max (PMax) is Google’s AI-driven campaign type that automatically optimizes ad delivery across all Google channels — Search, Display, YouTube, Discover, Gmail, and Maps — from a single campaign. You provide the creative assets, audience signals, and goals, and Google’s algorithms handle targeting, bidding, and placement in real time.

Instead of manually splitting budgets across multiple campaigns, PMax consolidates them and uses machine learning to find the best combination of assets and placements to achieve your set conversion goals. It’s designed for advertisers who want full coverage and maximum reach without micromanaging every channel.

Pros:

• Full-Funnel Reach: Accesses all Google channels from a single campaign.

• AI-Powered Optimization: Leverages Google's machine learning to drive conversions and find new customer segments.

• Simplified Campaign Management: Automates many of the manual tasks of targeting and bidding.

Cons:

• "Black Box" Nature: Provides limited data and insights into what's working. You have little control over spend allocation across channels.

• Requires Strong Assets: The campaign's success is entirely dependent on the quality and variety of the images, videos, and text you provide.

• Potential for Cannibalization: Can sometimes cannibalize traffic from existing Search or Shopping campaigns if not set up carefully.

Best Practices:

Provide High-Quality Creative Assets

• Upload multiple images, headlines, long headlines, descriptions, and videos.

• Follow Google’s recommended sizes for max reach.

Use Audience Signals Wisely

• Add your first-party data (customer lists, website visitors) to guide Google’s AI.

• Layer with in-market or custom intent audiences for relevance.

Set Clear Conversion Tracking

• Only track meaningful actions (purchases, form submissions, calls).

• Use enhanced conversions for more accurate attribution.
  

Structure Campaigns by Goals

• Separate campaigns for different products/services.

• Avoid mixing unrelated offers in one campaign.
  

Monitor Insights Tab

• Review search term categories, location performance, and audience segments.

• Use these insights to refine creative and targeting.

Smart Ads

Smart Ads, often referred to as Smart Campaigns, are Google’s simplified advertising solution tailored for small businesses or those new to Google Ads. They automate most of the setup, targeting, and bidding, allowing advertisers to run campaigns with minimal time investment.

You only need to set a budget, write a short ad, and define your business goals (such as calls, store visits, or website actions). Google then automatically generates and places your ads across its networks, optimizing to reach people most likely to convert.

Types of Smart Ads

• Smart Search Ads – Fully automated Search campaigns guided by minimal input.

• Smart Display Ads – Automated Display campaigns with Google managing targeting and optimization

Pros:

• Extremely Easy to Set Up: Can be launched in minutes with minimal input.

• Hands-Off Management: Google's AI handles virtually all aspects of the campaign.

• Good for Beginners: A low-risk way for businesses new to Google Ads to get started.

Cons:

• Almost No Control: Offers the least amount of control of any campaign type. You cannot choose keywords, set specific bids, or access detailed performance data.

• Not for Scaling: Lacks the granular controls needed for serious optimization and scaling.

• Limited Reporting: Provides only a high-level overview of performance.

Best practices:

• Write Focused Ad Copy

Keep headlines clear and relevant to your main service/product.

Highlight unique selling points (USP).

• Set Accurate Targeting

Choose specific service areas or radii to avoid wasted spend.

Match language and location settings to your actual audience.

• Optimize the Landing Page

Ensure the page is mobile-friendly, fast-loading, and directly related to the ad offer.

Include a clear call-to-action (CTA).

• Leverage Call Tracking

Enable call reporting to see which calls come from ads.

Review call quality to ensure ads are driving real leads.

• Regularly Review Keyword Themes

Check Google’s suggested keyword themes and remove irrelevant ones

Add negative keywords to filter out unqualified clicks.

How to Choose the Suitable Types of Google Ads

Choosing the right Google Ads campaign type isn’t about picking the “most popular” option—it’s about aligning your ad format with your business goals, audience intent, and sales funnel stage. Here’s a strategic framework to guide your decision:

Define Your Primary Objective

• Lead Generation: Search Ads, Local Services Ads, Performance Max
  

• Brand Awareness: Display Ads, Video Ads, Discovery Ads
  

• E-commerce Sales: Shopping Ads, Performance Max
  

• App Promotion: App Ads (Install & Engagement campaigns)
  

Map Campaign Type to Buyer Journey Stage

• Awareness (Top of Funnel): Display Ads, Video Ads, Discovery Ads
  

• Consideration (Middle of Funnel): Search Ads, Responsive Display Ads, Remarketing campaigns

• Conversion (Bottom of Funnel): Shopping Ads, Local Services Ads, Performance Max, Smart Ads
  

Consider Targeting Capabilities

• Highly Intent-Driven: Search Ads, Shopping Ads, Local Services Ads

• Broad Audience Discovery: Display Ads, Video Ads, Discovery Ads

• Data-Driven Optimization: Performance Max, Smart Ads

Factor in Your Resources

• Creative Assets Available?: Use Display, Video, or Discovery Ads to showcase them

• Limited Time for Management?: Smart Ads or Performance Max can reduce workload

• Technical Skills In-House?: More complex formats like Shopping Ads require feed optimization and tracking setup

Test, Measure, and Iterate

No single campaign type will be the “forever best” for your business. Run A/B tests across formats, monitor conversion tracking, and refine based on performance data. The best advertisers continuously adjust their mix of Google Ads types to adapt to seasonality, competition, and changing audience behavior.