If you are just starting with Google Ads, you’ve probably asked yourself: “Which type of ad should I use?”
Don’t worry, you are not alone! Many beginners get confused when they first log in and see options like Search, Display, Shopping, Video, App, and Performance Max.
The good news? You don’t have to be a digital marketing expert to understand this. By the end of this guide, you’ll know exactly what each types of Google Ads campaign does, when to use it, and how it can help grow your business in 2025 and beyond.
So, let’s dive in.
What Are Google Ads Campaign Types?
Google Ads campaigns are simply the different types you can choose to advertise your business. Each type is designed for specific goals, whether that’s getting more sales, more calls, more app downloads, or more website traffic.
Think of it this way:
- Search Ads = People searching for your product.
- Display Ads = People browsing websites.
- Video Ads = People watching YouTube.
- Shopping Ads = People ready to buy.
- App Ads = People who want to install apps.
- Performance Max = AI does the heavy lifting for you.
Now, let’s break them down one by one.
1. Search Ads – The Classic Google Ads
Search Ads are text ads that show up on Google search results when someone searches for something related to your business.
Example: If someone searches “Best bakery near me”, and you run a bakery, your ad could appear at the top of Google.
Best for:
- Local businesses
- Service providers (plumbers, salons, doctors)
- E-commerce stores targeting keywords like “buy sneakers online”
Why Search Ads Work in 2025:
People who see your ad are already searching for what you offer. That means they’re more likely to take action. It’s like showing up exactly when someone needs you.
Think about what you last searched for on Google before making a purchase. Did you click an ad? That’s how powerful Search Ads are.
2. Display Ads – Visual Branding Everywhere
Display Ads are image or banner ads that appear across millions of websites, apps, and Google’s partner network.
Example: You browse a blog about fitness and suddenly see a banner ad for running shoes.
Best for:
- Increasing brand awareness
- Retargeting people who visited your website but didn’t buy
- Businesses that want to stay visible across the web
Why Display Ads Work in 2025:
With AI-driven targeting, Display Ads are smarter than ever. Google can automatically show your ads to people who are most likely to be interested in your business.
Next time you notice an ad following you around different websites, smile, that’s a Display Ad retargeting you!
3. Video Ads – YouTube Power
Video Ads run on YouTube and other video partner sites. These are the ads you see before, during, or after videos.
Example: Before watching a cooking recipe on YouTube, you might see an ad for a food delivery app.
Best for:
- Businesses that want to tell a story
- Brands targeting younger audiences (Gen Z & Millennials spend hours on YouTube)
- Products that need a visual demo
Why Video Ads Work in 2025:
Video is the king of content. In 2025, people are spending more time on YouTube than on TV. If you’re not running video ads, you’re missing a huge opportunity.
Think about your favorite YouTube ad. Did it make you curious enough to check the brand? That’s the power of storytelling through Video Ads.
4. Shopping Ads – Perfect for Online Stores
Shopping Ads show your product image, price, and name right in Google search results.
Example: You search “iPhone 15 case” and instantly see product listings with pictures and prices at the top of Google.
Best for:
- E-commerce businesses
- Retail stores with many products
- Brands that want to show price comparisons directly in search results
Why Shopping Ads Work in 2025:
People clicking on these ads are usually ready to buy. That’s why Shopping Ads often bring higher conversion rates than Search or Display.
Search for something you want to buy right now. Did Google show product ads? That’s a Shopping campaign in action!
5. App Promotion Ads – Grow Your App Installs
If you have a mobile app, App Ads are designed to get downloads and user engagement.
These ads can appear across Search, Display, YouTube, and even in the Google Play Store.
Best for:
- Startups launching new apps
- Businesses that want more app installs and in-app purchases
Why App Ads Work in 2025:
Mobile usage is at an all-time high. People spend more time on apps than websites. If your business has an app, this campaign type is a must.
Ever installed an app after seeing its ad while watching YouTube or browsing another app? That was an App Campaign working behind the scenes.
6. Performance Max – The Future of Google Ads
Performance Max is Google’s AI-powered campaign type that uses automation to run ads across all channels like Search, Display, YouTube, Gmail, and Maps.
Best for:
- Small businesses that don’t have time to manage multiple campaigns
- E-commerce brands that want maximum reach
- Anyone who wants Google AI to optimize ads automatically
Why Performance Max Works in 2025:
Google’s AI is smarter than ever. Instead of running separate campaigns, you let Google’s machine learning decide where and when your ads should appear.
Imagine having a personal assistant who manages your ads 24/7 that’s exactly what Performance Max does.
Which Type of Google Ads Is Best for You?
Here’s a quick guide to help you choose:
- Want immediate sales? → Start with Search Ads.
- Want to build brand awareness? → Try Display or Video Ads.
- Selling products online? → Use Shopping Ads.
- Launching an app? → Go for App Campaigns.
- Don’t want to manage everything manually? → Let Performance Max handle it.
Tips to Choose the Right Campaign
- Define your goal first. Do you want clicks, calls, sales, or awareness?
- Start small. Don’t run every campaign at once. Begin with one or two.
- Use data. Check reports to see which ads bring the best results.
- Keep testing. Digital marketing is about trial and improvement.
If you had to pick just one type of Google Ads campaign for your business today, which one would you choose? Think about it before moving forward.
- How Does Google Ads Work? A Simple Guide for Beginners (2025)
- What is Google Ads? A Beginner’s Guide for Small Businesses
Want to learn directly from Google? Visit the official Google Ads website.
Final Thoughts
Google Ads is powerful, but it doesn’t have to be overwhelming. Start with one campaign type, learn how it works, and then expand.
Remember: the types of Google Ads are simply tools. The real magic happens when you match the right campaign with your business goals.
In 2025 and beyond, with AI making things simpler, it’s the best time ever for small businesses to start advertising on Google.
So, what’s your next step? Will you try Search Ads for quick results or Performance Max for AI-driven growth? The choice is yours.