How Many Types of Google Ads Are There?
In 2026, there are 8 core Google Ads campaign types commonly used by businesses:
- Search Ads
- Display Ads
- Video Ads (YouTube)
- Shopping Ads
- Performance Max
- App Campaigns
- Demand Gen (formerly Discovery)
- Local Services Ads
Each serves a different purpose in a full-funnel advertising strategy.
1. Google Search Ads
Search ads are text-based ads that appear at the top of Google search results when users search for specific keywords.You bid on keywords. When someone searches for those terms, your ad enters an auction. If your bid and quality score are strong enough, your ad appears above organic results.Best For
- Lead generation
- High-intent traffic
- Service-based businesses
- B2B companies
- Ecommerce with strong search demand
Types of Search Ads
- Responsive Search Ads
- Dynamic Search Ads
- Call Ads
Pros
- High commercial intent
- Measurable ROI
- Immediate visibility
Cons
- Competitive CPC in certain industries
- Limited visual branding
Search ads remain the most direct form of paid traffic acquisition.
2. Google Display Ads
Visual banner ads shown across millions of websites within the Google Display Network.
How They Work
Instead of targeting keywords, you target audiences, interests, placements, or topics.
Best For
- Brand awareness
- Retargeting campaigns
- Visual brand storytelling
Types
- Responsive Display Ads
- Uploaded Image Ads
Pros
- Lower cost per click
- Massive reach
- Strong for remarketing
Cons
- Lower click-through rate compared to Search
- Requires strong creative assets
Display ads are excellent for keeping your brand visible throughout the buying journey.
3. Google Video Ads (YouTube Ads)
Video ads shown before, during, or after YouTube videos and across video partner sites.
Formats
- Skippable In-Stream Ads
- Non-Skippable Ads
- Bumper Ads (6 seconds)
- In-Feed Ads
- Masthead Ads
Best For
- Brand storytelling
- Product demonstrations
- Awareness campaigns
- High-impact launches
Pros
- Engaging format
- Emotional connection
- Advanced targeting
Cons
- Requires video production budget
- Competitive environment
Video ads are powerful for businesses that want to educate or emotionally engage audiences.
4. Google Shopping Ads
Product-based ads that display product image, price, and store name directly in search results.
How They Work
You upload a product feed to Google Merchant Center. Google uses this data to display your products for relevant searches.
Types
- Standard Shopping Ads
- Local Inventory Ads
Best For
- Ecommerce brands
- Retailers
- Online stores
Pros
- Highly visual
- High purchase intent
- Strong conversion rates
Cons
- Requires product feed optimisation
- Less control over keyword targeting
Shopping ads are essential for online retailers.
5. Performance Max (PMax)
An automated campaign type that runs across all Google inventory, including Search, Display, YouTube, Gmail, Discover, and Maps.
How It Works
You provide:
- Assets
- Product feed (optional)
- Audience signals
- Conversion goals
Google’s AI determines where and how ads are shown.
Best For
- Ecommerce scaling
- Multi-channel coverage
- Businesses with strong conversion tracking
Pros
- Broad reach
- AI-driven optimisation
- Goal-focused campaigns
Cons
- Limited manual control
- Requires strong data and budget
Performance Max works best for businesses that already understand their conversion goals.
6. Google App Campaigns
Ads designed to drive app installs or engagement.
Placements
- Google Search
- Google Play
- YouTube
- Display Network
Best For
- Mobile app businesses
- SaaS products with apps
These campaigns are fully automated and rely heavily on machine learning.
7. Demand Gen Campaigns (Formerly Discovery)
What They Are
Visual, feed-based ads shown on:
- YouTube Home feed
- Gmail
- Google Discover
Best For
- Brand discovery
- Mid-funnel marketing
- Visually appealing products
These campaigns focus on audience targeting rather than keyword targeting.
8. Google Local Services Ads (LSAs)
Pay-per-lead ads that appear at the very top of search results for service-based businesses.
Best For
- Plumbers
- Electricians
- Real estate agents
- Lawyers
- Accountants
Benefits
- Pay per lead
- Google Guarantee badge
- High trust factor
LSAs are separate from standard Google Ads accounts but extremely effective for local service providers.
Which Type of Google Ads Should You Use?
The right campaign mix depends on your business goal.If your goal is immediate leads:
- Search Ads + Local Services AdsIf your goal is ecommerce sales:
- Shopping Ads + Performance MaxIf your goal is brand awareness:
- Video Ads + Display AdsIf your goal is retargeting:
- Display + Demand GenMost successful advertisers combine multiple campaign types into one structured strategy.
Final Thoughts
Google Ads is no longer a single-channel advertising tool.It is a multi-network ecosystem designed to support every stage of the buyer journey.The key is not running every type of Google ad.
It is selecting the right combination based on your:
- Budget
- Industry
- Sales cycle
- Conversion goals
- Target audience
For businesses that want structured growth, Google Ads works best when aligned with:
- High-converting landing pages
- Proper tracking setup
- Conversion rate optimisation
- Clear performance metrics
A well-managed Google Ads service ensures campaigns are strategically structured, optimised for ROI, and continuously improved.For businesses looking to scale faster, integrating Performance Marketing and advanced Pay-Per-Click (PPC) management helps unify paid traffic across Search, Display, YouTube, and remarketing channels.Google Ads is powerful.Strategy determines whether it becomes profitable.
