Quick Guide To Types Of Google Ad Campaigns

Why Do You Need To Use Different Types Of Google Ad Campaigns?

Types of Google Ads campaigns – Using different types and formats of Google Ads is crucial for several reasons, all of which contribute to a more effective and comprehensive advertising strategy.

One primary reason is the ability to reach a broader and more diverse audience. Different ad formats, such as search ads, display ads, video ads, and shopping ads, cater to various user behaviours and preferences. For instance, search ads target users actively looking for specific information or products, while display ads capture the attention of users browsing other websites. Video ads, on platforms like YouTube, engage users with dynamic content, and shopping ads provide detailed product information directly in search results. By leveraging multiple ad formats, businesses can ensure they are visible across different touchpoints and platforms, increasing the likelihood of reaching potential customers wherever they are in their online journey.

Another critical reason for using varied Google Ads formats is to enhance engagement and improve user experience. Different formats allow for creative flexibility and the ability to tailor messages to specific contexts. For example, a display ad can use eye-catching visuals and compelling calls to action, while a search ad can deliver precise, text-based information directly related to a user’s query. Video ads can tell a story or demonstrate a product in action, creating a more immersive experience. This variety not only keeps the content fresh and engaging for the audience but also helps in effectively communicating the brand’s value proposition in a way that resonates with different segments of the market.

Moreover, employing a mix of ad types and formats can significantly improve campaign performance and return on investment (ROI). Each ad format has unique strengths and can contribute to different stages of the marketing funnel. Search ads are particularly effective for driving conversions from users with high purchase intent, while display and video ads are excellent for building brand awareness and nurturing leads.

Shopping ads can directly boost e-commerce sales by showcasing products with images and prices. By integrating these various ad types into a cohesive strategy, businesses can optimise their ad spend, achieve better targeting, and gather more comprehensive data for analysis. This multi-faceted approach allows for more informed decision-making and continuous optimisation of advertising efforts, leading to improved overall performance.

In summary, utilising different types and formats of Google Ads is essential for reaching a wider audience, enhancing engagement, and improving campaign performance. It enables businesses to tailor their messages to specific user behaviours and preferences, create more engaging and relevant ads, and achieve better targeting and ROI. By diversifying their ad strategy, businesses can maximise their online presence, effectively communicate with their target audience, and drive meaningful results across various stages of the customer journey.

Understanding the different types of Google Ad campaigns and their unique advantages can help you choose the best strategy for your lead generation goals.

Here’s an overview of the primary campaign types:

Search Campaigns

A Search Campaign involves text ads that appear on Google search results pages when users search for specific keywords related to your business. These ads are designed to reach potential customers at the moment they are actively looking for information or products, making them highly effective for driving conversions from users with high intent.


  • High intent, as users are actively searching for specific information.
  • Precise targeting through keywords.
  • Variety of ad extensions to enhance visibility.

Best Practices:

  • Use a mix of broad match, phrase match, and exact match keywords.
  • Regularly review and update your negative keyword list.
  • Optimise your ad copy and landing pages for relevance and conversion.

Display Campaigns

Display Campaigns feature visual ads (images, banners, and rich media) that appear across the Google Display Network, which includes millions of websites, apps, and Google-owned properties like YouTube. These ads are ideal for building brand awareness and reaching users as they browse their favourite sites, use mobile apps, check their Gmail, or watch YouTube videos.


  • Wide reach across millions of websites and apps.
  • Visual engagement with banner ads.
  • Effective for brand awareness and retargeting.

Best Practices:

  • Utilise high-quality images and clear, concise messages.
  • Leverage contextual and demographic targeting.
  • Implement retargeting to re-engage past visitors.

Video Campaigns

Video Campaigns utilise video ads to engage users on YouTube and across the Google Display Network. These ads can appear before, during, or after videos on YouTube, as well as on partner sites. Video campaigns are effective for storytelling, demonstrating products, and capturing attention through dynamic content.


  • Highly engaging and visually appealing.
  • Great for storytelling and demonstrating products.
  • Can appear on YouTube and across the Google Display Network.

Best Practices:

  • Create attention-grabbing intros and keep videos concise.
  • Include strong CTAs and end screens with actionable links.
  • Use audience targeting to reach specific demographics and interests.

Shopping Campaigns

Shopping Campaigns display product listings with images, titles, prices, and store information directly in Google search results. These ads are tailored for e-commerce businesses, helping them showcase their products to users who are actively searching for items to buy. They drive higher-quality traffic by providing detailed product information upfront.


  • Directly showcase products with images, prices, and descriptions.
  • Ideal for e-commerce businesses.
  • Appear prominently in search results and Google Shopping.

Best Practices:

  • Optimise your product feed with accurate and detailed information.
  • Use custom labels to segment products and bid strategically.
  • Regularly update your inventory and pricing to ensure accuracy.

App Campaigns

App Campaigns promote mobile apps across Google’s largest properties, including Google Search, Google Play, YouTube, and the Google Display Network. These ads are designed to drive app installs and engagement. The campaign setup involves providing ad text, budget, and location, and Google’s machine learning optimises the ads to reach the most relevant audience.


  • Drive app installs and engagement.
  • Automatically optimise ads across Search, Display, YouTube, and Play Store.
  • Use machine learning to maximise performance.

Best Practices:

  • Provide high-quality assets (text, images, and videos) for ad creation.
  • Set clear goals for installs, in-app actions, or engagement.
  • Monitor and adjust bids based on performance metrics.

Local Campaigns

Local Campaigns are designed to drive physical store visits and offline conversions by promoting business locations across Google’s properties. These ads appear on Google Search, Maps, YouTube, and the Display Network. Local campaigns use automation to optimise ads for maximum impact in driving local actions like store visits, calls, or directions.


  • Promote physical store visits.
  • Leverage Google My Business information.
  • Target users within a specific geographic area.

Best Practices:

  • Keep your Google My Business profile up-to-date.
  • Use location extensions to highlight your business address.
  • Create localised ad content that resonates with the community.

Smart Campaigns

Smart Campaigns are an automated solution aimed at small businesses and those new to Google Ads. They simplify ad creation and management by using machine learning to optimise performance. Advertisers set their business goals and budget, and Google automatically creates ads, selects targeting, and adjusts bids to maximise results, such as website visits or phone calls.


  • Simplified campaign setup and management.
  • Automated optimisation for best results.
  • Suitable for small businesses and beginners.

Best Practices:

  • Clearly define your business goals for automation.
  • Provide high-quality creative assets.
  • Regularly review performance and make necessary adjustments.

Straw Hat Digital has been running Google Ads campaigns since 2007, and regard ourselves as experts. If you would like to try Google Ads out, or need help managing or auditing an account, please get in touch with us, or fill out the form below, or WhatsApp us directly.

Did you enjoy this article? Did it help you at all? If you said yes, please feel free to have a look at our DIY digital marketing blog for a host of other Google Ads articles, as well as a variety of online advertising posts about everything digital.

You can also have a look at the clients we have worked with, past and present, on our client portfolio page. Still not convinced? Read what clients have said about our services on our client testimonials page.

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