Google Ads is one of the most powerful digital marketing platforms, offering a variety of campaign types tailored to different business goals. Whether your objective is to boost sales, generate high-quality leads, or increase brand awareness, selecting the right Google Ads campaign type can make all the difference in your advertising success.
But with so many campaign types in Google Ads, how do you know which one best suits your business?
In this guide, we’ll explore the different types of Google Ads campaigns, explain when to use each one, and provide optimization tips to maximize your ad performance. Plus, we’ll compare campaign types side by side so you can make a well-informed decision and get the best return on your investment.
How Many Campaign Types in Google Ads?
Google Ads offers a total of 9 core campaign types in 2025:
- Search Campaigns
- Display Campaigns
- Shopping Campaigns
- Performance Max Campaigns
- YouTube (Video) Campaigns
- App Campaigns
- Discovery Campaigns
- Local Campaigns
- Demand Generation Campaigns
Each campaign type serves a unique purpose. Let’s dive into the details.
Comparison of Google Ads Campaign Types
| Campaign Type | Best For | Ad Format | Where Ads Appear |
|---|---|---|---|
| Search | High-intent searches, lead generation | Text Ads | Google Search, Google Partners |
| Display | Brand awareness, remarketing | Banner Ads, Responsive Ads | Google Display Network (GDN) |
| Shopping | E-commerce, online sales | Product Listings, Smart Shopping | Google Search, GDN, YouTube |
| Performance Max | Automated multi-channel ads | Responsive Ads | Search, Display, YouTube, Gmail |
| YouTube (Video) | Brand storytelling, engagement | Video Ads | YouTube, Google Display Network |
| App | App installs & in-app engagement | Text, Image, Video Ads | Search, Display, YouTube, Play Store |
| Discovery | Expanding audience reach | Responsive Discovery Ads | YouTube Home, Gmail, Discover Feed |
| Local | Driving foot traffic to physical locations | Local Ads | Google Maps, Search, Display, YouTube |
| Demand Generation | AI-driven audience targeting | Responsive, Video, Image Ads | Search, Display, YouTube, Gmail |
1. Search Campaigns
Also, known as the Intent king, search campaigns put your ads in front of users who are actively searching for specific products or services on Google. This high-intent strategy ensures you’re reaching people ready to take action, whether it’s making a purchase or requesting a quote.
Best for: Lead generation, service-based businesses, and industries targeting users with transactional or informational intent. There are certain benchmarks for each industry in Google search ads
Types of Google Search Ads
When running a Google Search campaign, you’ll have several ad format options, each designed to engage users actively searching for products or services. Here’s a breakdown of the different types of Google Search ads and how to use them effectively:
1. Responsive Search Ads (RSAs)
Responsive Search Ads (RSAs) dynamically test multiple headlines and descriptions to deliver personalized ad experiences based on a user’s search query. Google automatically cycles through up to 15 headlines and four descriptions, finding the best-performing combinations in real-time.
Best for: Businesses looking to maximize CTR and ad relevance with automated optimization.
🔹 How to Optimize:
- Write compelling and diverse headlines to match different search intents.
- Include high-performing keywords in at least 3-5 headlines for better ranking.
- Use unique descriptions that highlight benefits, features, or offers.
2. Call Ads
Call Ads focus on driving direct calls to your business rather than website clicks. Instead of a traditional headline, these ads display a clickable phone number as the primary call-to-action (CTA), making it easy for potential customers to reach you instantly.
Best for: Service-based businesses, local businesses, and high-intent lead generation campaigns.
🔹 How to Optimize:
- Enable call tracking to measure conversions and ad effectiveness.
- Schedule call ads during business hours to ensure availability.
- Use strong CTAs like “Call Now for a Free Consultation” to encourage action.
3. Dynamic Search Ads (DSAs)
Dynamic Search Ads (DSAs) take the content from your website and automatically generate headlines and ad-optimized landing pages (see the full guide here) matches based on relevant search queries. While they look identical to standard search ads, DSAs are ideal for businesses with extensive product catalogs or well-structured websites that frequently update content.
Best for: E-commerce stores, large websites, and businesses with a broad service offering.
🔹 How to Optimize:
- Ensure your website content is well-organized and includes relevant keywords.
- Use negative keywords to filter out irrelevant searches.
- Write engaging description copy to complement dynamically generated headlines.
2. Display Campaigns
Also, known as the awareness builder, display campaigns showcase visually engaging ads across millions of websites and apps within the Google Display Network (GDN). This is an excellent choice for brand awareness, retargeting, and audience expansion.
Best for: E-commerce brands, SaaS businesses, and industries that benefit from visual storytelling.
🔹 How to Optimize:
- Use eye-catching visuals with clear, compelling messaging.
- Leverage custom intent audiences to reach users already interested in similar products.
- Implement responsive display ads for automatic adjustments across devices and placements.
3. Shopping Campaigns
Google Shopping ads an e-commerce weapon, appear in search results, showcasing product images, pricing, and descriptions, giving shoppers a direct view of what you offer before they even click.
Best for: E-commerce businesses looking to drive high-intent purchases with product-based search queries.
🔹 How to Optimize
- Use high-quality product images to enhance credibility and engagement.
- Optimize product titles and descriptions with relevant keywords for better search visibility.
- Set up Google Merchant Center correctly to ensure product data feeds are accurate and up to date.
4. Performance Max Campaigns
Performance Max (PMax) campaigns harness Google’s machine learning to deliver ads across all platforms, including Search, Display, YouTube, Gmail, and Discover. This campaign type maximizes reach and conversions with automated bidding and audience targeting.
Best for: Businesses seeking automation, AI-driven insights, and full-funnel marketing.
🔹 How to Optimize:
- Provide high-quality creative assets (images, videos, and text) to improve performance.
- Use conversion tracking to let Google’s AI optimize for the best results.
- Leverage audience signals to enhance targeting and drive relevant engagement.
5. YouTube (Video) Campaigns
With YouTube Ads, businesses can tap into one of the world’s largest video platforms to capture attention, build brand recall, and boost conversions through engaging video content.
Best for: Brand engagement, storytelling, and viral marketing.
🔹 How to Optimize:
- Create attention-grabbing videos with a clear call-to-action (CTA) to drive user response.
- Use skippable ads to provide a seamless user experience while maintaining brand exposure.
- Retarget viewers with YouTube remarketing lists to re-engage potential customers.
6. App Campaigns
App campaigns promote mobile apps across Google Search, Play Store, YouTube, and Display Network, using AI-driven optimization to maximize installs and in-app engagement.
Best for: Businesses focusing on app installs and user engagement.
🔹 How to Optimize:
- Use high-quality visuals and engaging video ads to attract users.
- Optimize for in-app conversions, not just installs, to drive long-term engagement.
- Test different bidding strategies to maximize Return on Ad Spend (ROAS).
7. Discovery Campaigns
Discovery campaigns use AI-powered audience targeting to reach potential customers before they even search. Ads appear on Google Discover, YouTube Home, and Gmail, helping brands capture attention early in the buying journey.
Best for: Expanding brand reach and engaging new audiences.
🔹 How to Optimize:
- Use compelling headlines and visually appealing images to drive engagement.
- Test different audience segments to identify the highest-performing demographics.
- Optimize based on conversion intent by refining targeting and creatives.
8. Local Campaigns
Local campaigns help businesses drive foot traffic to physical stores, using Google’s network to appear on Search, Maps, Display, and YouTube.
Best for: Small businesses, restaurants, and local service providers.
🔹 How to Optimize:
- Integrate Google My Business (GMB) to sync accurate location details.
- Optimize for call and direction requests to convert online users into in-store visitors.
- Use location-based bidding strategies to target users within your service area.
9. Demand Generation Campaigns
Demand Generation campaigns leverage AI-powered targeting to create brand awareness and generate high-intent leads designed to capture high-end business and local clients (Explore full guide here) before users actively search for products.
Best for: Expanding brand reach and running early-funnel marketing campaigns.
🔹 How to Optimize:
- Use AI-powered audience expansion to tap into new potential customers.
- Focus on engaging creatives and compelling storytelling to build brand affinity.
- Optimize based on user engagement data to refine your campaign’s effectiveness.
What’s the Best Type of Google Ad that Fits Your Business?
There’s no one-size-fits-all answer when it comes to choosing the best Google Ads campaign type for your business. Your ideal strategy depends on your goals, industry, and audience behavior. Some businesses grow on high-intent search traffic, while others benefit from brand awareness campaigns or AI-driven dynamic results.
If you’re unsure which Google Ads campaign type or have been struggling to get good performance (this might be the reason), the good news is, you don’t have to pick just one! A diverse PPC strategy that combines different campaign types often delivers the best results.
Test, Optimize & Scale
- Experiment with different campaign types to see what drives the best ROI.
- Avoid common PPC mistakes by staying organized and tracking performance.
- Take incremental steps instead of overwhelming yourself with too many campaigns at once.
Not sure where to start? Let our Google Ads experts audit your account for free and help you craft a winning PPC strategy!
Final Words on Google Ads Types
When it comes to Google Ads, there’s no single “best” campaign, only the best fit for your goals. With 9 different campaign types, you can target high-intent search traffic, build brand awareness, or leverage AI-driven automation to grow your business.
Before launching your next campaign, take a moment to analyze your objectives and choose the right campaign type for maximum ROI.
Need expert guidance in Search Advertising? Schedule a free strategy call, and we’ll help you craft a winning Google Ads strategy!
