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Types Of Ads In Google Ads

Introduction

Understanding the types of ads in Google Ads is essential for any business looking to grow online in today’s competitive digital landscape. Google Ads offers multiple advertising formats designed to reach customers at different stages of their buying journey—from people actively searching for solutions to audiences discovering brands through visual and video content. When used strategically, the right ad type can significantly improve visibility, clicks, and conversions. In this guide, we’ll break down the main types of ads in Google Ads, explain where they appear, and help you understand which formats work best for your goals. Let’s start by understanding what these ad types really are and how they work.

 

Types of Ads in Google Ads: 

What Are the Types of Ads in Google Ads?

The types of ads in Google Ads refer to the different campaign formats and ad placements that allow businesses to promote products or services across Google’s networks, including Search, YouTube, Display, Discover, Gmail, and partner sites.
Each ad type is designed to support specific marketing goals such as brand awareness, lead generation, website traffic, app installs, or online sales.

Understanding the different types of ads in Google Ads helps advertisers choose the right campaign type, allocate budget efficiently, and reach users at the right stage of the buyer journey.

Main Types of Ads in Google Ads (Campaign Types)

Search Ads in Google Ads

Search ads are text-based ads that appear on Google Search results when users actively search for keywords related to your business. These ads target high-intent users who are already looking for a solution.

Why search ads matter

  • Appear at the exact moment of intent

  • Ideal for lead generation and direct conversions

  • High relevance improves Quality Score and lowers CPC

Best use cases

  • Local services

  • B2B lead generation

  • Emergency or urgent needs

Display Ads in Google Ads

Display ads are visual image-based ads shown across the Google Display Network, which includes millions of websites, blogs, apps, and news portals.

Why display ads matter

  • Massive reach and visibility

  • Strong remarketing and brand recall

  • Cost-effective CPM campaigns

Best use cases

  • Brand awareness

  • Retargeting website visitors

  • Product visibility for new audiences

Shopping Ads in Google Ads

Shopping ads are product-focused ads that show product image, price, brand name, and store details directly on Google Search and the Shopping tab.

Why shopping ads matter

  • Visual + price transparency increases CTR

  • Ideal for e-commerce conversions

  • Feed-based automation improves scale

Best use cases

  • Online stores

  • Retail brands

  • D2C e-commerce businesses

Video Ads in Google Ads (YouTube Ads)

Video ads appear on YouTube and video partner sites, allowing brands to engage audiences through storytelling, motion, and sound.

Why video ads matter

  • High emotional engagement

  • Excellent for brand recall

  • Supports awareness and consideration stages

Common formats

  • Skippable in-stream ads

  • Non-skippable ads

  • Bumper ads

  • In-feed video ads

Best use cases

  • Brand launches

  • Product education

  • Awareness campaigns

Demand Gen Ads in Google Ads

Demand Gen ads are AI-powered visual ads that appear across YouTube, Discover, and Gmail, designed to generate demand before users actively search.

Why demand gen ads matter

  • Reaches users in discovery mode

  • Strong mid-funnel performance

  • Modern replacement for Discovery campaigns

Best use cases

  • Lifestyle brands

  • Fashion, travel, real estate

  • Consideration-stage marketing

Performance Max Ads in Google Ads

Performance Max ads are goal-based, fully automated campaigns that run across all Google channels using machine learning.

Why performance max ads matter

  • Covers Search, Display, YouTube, Discover, Gmail, Shopping

  • Uses automation to optimise conversions

  • Ideal for full-funnel strategies

Important note
Performance Max requires strong creative assets, conversion tracking, and data signals to perform effectively.

Best use cases

  • E-commerce

  • Lead generation at scale

  • Businesses with mature tracking

App Ads in Google Ads

App ads promote mobile applications across Google Search, Play Store, YouTube, Display, and Discover.

Why app ads matter

  • Simplified setup

  • Optimised for installs or in-app actions

  • Scales automatically across networks

Best use cases

  • App launches

  • Gaming apps

  • Fintech and service apps

Ad Formats Within Google Ads Campaign Types

While campaign types define where ads appear, ad formats define how ads look.

Common Ad Formats

  • Responsive Search Ads

  • Responsive Display Ads

  • Image Ads

  • Product Ads

  • Video Ads (short-form & long-form)

Using the right format improves ad relevance, CTR, and Quality Score.

Google Ads Assets (Formerly Ad Extensions)

Assets enhance ads with additional information, improving visibility and engagement.

Common assets

  • Sitelink assets

  • Call assets

  • Location assets

  • Image assets

  • Callout assets

Assets are mandatory for high performance, especially in Performance Max and Search campaigns.

Types of Ads in Google Ads by Marketing Funnel

Awareness-Stage Google Ads

  • Display Ads

  • Video Ads

  • Demand Gen Ads
    Goal: reach new audiences and build brand recognition.

Consideration-Stage Google Ads

  • Demand Gen Ads

  • Video Ads

  • Non-brand Search Ads
    Goal: educate and influence decision-making.

Conversion-Stage Google Ads

  • Search Ads

  • Shopping Ads

  • Performance Max Ads
    Goal: drive leads, sales, or sign-ups.

How to Choose the Right Type of Ad in Google Ads

To choose the best Google ad type, consider:

  • Business objective (leads, sales, awareness)

  • Budget size

  • Creative asset availability

  • Conversion tracking readiness

  • Sales cycle length

Matching the right ad type to the right goal is more important than choosing the most popular format.

Common Mistakes When Using Types of Ads in Google Ads

  • Using Performance Max without proper assets

  • Expecting Display ads to generate direct sales

  • Overlapping Search and PMax keywords

  • Ignoring funnel-based strategy

Avoiding these mistakes improves ROI and long-term account health.

FAQs About Types of Ads in Google Ads

How many types of ads are there in Google Ads?
There are multiple ad types, including Search, Display, Shopping, Video, Demand Gen, Performance Max, and App ads.

Which type of Google ad is best?
The best type depends on your business goal, audience intent, and budget.

Final Thoughts on Types of Ads in Google Ads

In 2025, success with Google Ads depends on strategic use of multiple ad types, strong creative assets, accurate tracking, and AI-driven optimisation. Businesses that align ad types with the customer journey achieve better performance and sustainable growth.

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