Choosing the right types of Google Ads for your Business

Google ads is one of the most powerful ways to boost your business, generate leads and build brand awareness. However Google ads have different ad types all focusing on different outcomes based on your goals.

That is why choosing the right ads structure and goals are essential to help you achieve the best results for your business needs.

This basic guide will walk you through the different types of Google Ads, explaining how each format can enhance your advertising strategy and maximize your return on investment (ROI).

Types of Google Ads

1. Search Ads

Search Ads appear above Google organic search results based on your targeted keywords. They can be identified by the “Sponsored” text above the website URL.

These text-based ads target people that are already searching for your related keyword, product or service. This is a great way to capture leads that are already hot and looking to buy, however depending on your area and industry, these ads can become costly.

Best For:

• Lead generation

• Service-based businesses

• Immediate conversions

• Hotel/Accommodation Bookings

Cost: Most Expensive 💰💰💰

• High competition & strong intent

• Cost spikes in industries like law, finance, healthcare

2. Display Ads

Display Ads are images, banners, and "rich media" that attract users across millions of websites and apps in the Google Display Network. This format is ideal for businesses looking to increase brand exposure and retarget previous website visitors.

A big misconception is that that Display ads only appear on websites relevant to your keywords however that is not the case, Display ads can appear on any website (In Google's Display Network) as long as the user on that website falls under your target audience.

Best For:

• Retargeting past visitors

• Increasing brand recognition

• Broad audience reach

Cost: Low Cost 💰

• Lower CPC, lower intent

• Great for reach and remarketing

3. Shopping Ads

Shopping Ads are very important for selling any product on your website (e-commerce businesses). These ads display product images, prices, store names, and ratings directly within Google’s search results and the Shopping tab, helping potential buyers find the right product.

Best For:

• Online retailers

• Increasing product visibility

• Direct website sales

Cost: Moderate Cost 💰💰

• High ROI in e-commerce

• Can be pricey in competitive categories

4. Video Ads

Video Ads provide a powerful way to capture audience attention on YouTube and partner sites. These ads can be skippable or non-skippable, allowing businesses to engage users with storytelling, product demonstrations, or promotional content.

Best For:

• Brand awareness

• Product education

• Captivating audience attention

Cost: Moderate Cost 💰💰

• Variable pricing (skippable vs. non-skippable)

• Can be cost-effective with strong targeting

Do you skip YouTube ads?

• Yea, always skip
• I watch them sometimes
• Always watch the ads

5. Demand Gen (Discovery Ads)

Driven by AI, Demand Gen Ads are the evolution of Discovery Ads, built to reach customers across YouTube, Gmail, and "Discover" with more advanced audience targeting and creative capabilities.

Using AI, these campaigns help marketers create engaging, action-driving content that resonates with the audience’s intent and behaviors.

Best For:

• Driving demand and consideration

• Nurturing potential customers

• High-impact, multi-channel storytelling

Cost: Moderate Cost 💰💰

• Rising in cost due to new format popularity

• Broad reach with strong creative demand

6. Performance Max

Performance Max is Google’s cutting-edge AI-driven ad campaign type that runs across Search, Display, YouTube, Discover, Gmail, and Maps. (My Personal Favorite)

It uses machine learning to optimize ad placements and bidding strategies in real-time, ensuring businesses get the best results.

Best For:

• Businesses looking for an all-in-one automated campaign

• AI-driven ad optimization

• Maximizing conversions and efficiency

Cost: Expensive 💰💰💰

• AI-optimized across all placements

• Costs accumulate quickly due to wide distribution

7. App Ads

App Ads help businesses promote mobile applications across Google’s ecosystem, including Google Play, YouTube, Search, and the Display Network. With automated optimization, these ads target users most likely to download and engage with your app.

Best For:

• Mobile app promotions

• Driving installs and in-app actions

• Expanding app user base

Cost: Least Expensive 💰

• Low CPI

• High scalability for mobile-first brands

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Conclusion

Choosing the right Google Ad format is crucial depending on your business needs

• Want immediate conversions? Search Ads & Shopping Ads

• Looking to build brand awareness? Display Ads, Video Ads, & Gemand Gen

• Promoting an app? App Ads

• Want a data-driven approach? Performance Max Ads

By strategically using Google Ads, businesses can effectively target the right audience, optimize ad spend, and achieve measurable results. The key to success lies in continuously testing, analyzing, and refining your campaigns for maximum impact.