Types of Google Ads, Ahh, sometimes it’s very confusing while setting up a campaign for the first time or after a long time. Well, Google Ads is a robust digital advertising platform through which businesses can target their desired audience in numerous formats. There are different types of Google Ads meant to serve different marketing purposes, whether it is for lead generation, driving website traffic, or driving sales. In this article, we’ll discuss the various types of Google Ads, their applications, pros, and cons to assist you in selecting the best types of Google ads for your business.

How many types of Google ads are there?

There are various types of Google ads but we’ll focus on the most effective and helpful Google ads to understand better and to select which one is good to go. Let’s jump in.

1. Search Ads

What Are Search Ads?

Search Ads are text advertisements that show on Google’s search engine results pages (SERPs) when people type in specific keywords. They are marked with a small “Ad” indicator and show up on the top and bottom of search results.

Why and When to Use Search Ads?

Best for intent-driven searches – Individuals searching on Google tend to have high purchase or action intent.

Great for conversions and lead generation – Suits service-oriented businesses, e-commerce, and local companies.

Best suited for targeting individual keywords – Companies can bid on keyword searches so their ads get viewed by the appropriate audience.

Competitive sectors benefit the most – Sectors such as finance, legal services, and SaaS tend to do well with Search Ads.

Search Ads Subtypes

a. Text Ads – Typical text-only ads on Google’s Search Engine Results Pages (SERPs). Ideal for targeting particular keywords.

b. Responsive Search Ads – Automatically tries different headlines and descriptions to determine the optimal combination.

c. Dynamic Search Ads (DSA) – Leveraging Google AI to create ads from website content without manually creating keywords.

d. Call-Only Ads – Ads that prompt users to call your company directly rather than click through to a website. Suitable for service-based companies.

e. Branded Search Ads – Targeting users who are searching for your brand name in order to preserve dominance on search results

Advanced Strategies for Search Ads:

Make use of Exact Match and Phrase Match keywords for higher relevance.

Use Negative Keywords to eliminate irrelevant traffic.

Optimize Ad Extensions (site links, callouts, structured snippets) for better CTR.

Apply A/B Testing on headlines and descriptions to optimize performance.

Pros of Search Ads:

✔ High-intent traffic

✔ Trackable and measurable performance

✔ Direct response advertising

✔ Ad copy can be optimized continuously

✔ Compatible with conversion tracking

Cons of Search Ads:

✖ Competitive and costly

✖ Needs constant optimization to ensure ROI

✖ Depends on well-organized campaigns to prevent wastage of budget

2. Display Ads

What Are Display Ads?

Display Ads are graphic banner ads that show up everywhere on the Google Display Network, including millions of websites, apps, and YouTube.

Why and When to Use Display Ads?

•Typically ideal for brand awareness – Display Ads assist companies in reaching many people and growing awareness.

•Good for remarketing – You can retarget users who visited your site but didn’t convert.

•Effective for visually creative industries – Fashion, travel, and lifestyle businesses can enjoy beautiful images and graphics.

•Ideal for top-of-funnel marketing – Great to present new customers with your brand.

Display Ads Subtypes

a. Standard Display Ads – Image-based ads which are static or animated and showing up on the Google Display Network.

b. Responsive Display Ads – Google auto-magically resizes text, images, and size to perform better for various placements.

c. Gmail Ads – Advertisements displaying in Gmail inboxes, framed to look like emails and unfolding when clicked on.

d. Remarketing Ads – Reach users who have already visited your site, inviting them to come back and convert.

e. Discovery Ads – AI-driven ads that show up on Google Discover, YouTube, and Gmail feeds, optimized for engagement.

Advanced Strategies for Display Ads:

•Employ Custom Intent Audiences to reach individuals actively looking for the same products.

•Utilize Responsive Display Ads to test many variations automatically.

•Use Retargeting Lists to win back possible customers.

•Execute Placement Targeting to manage where your ads are shown.

Pros of Display Ads:

✔ Broad coverage on the web 

✔ Inexpensive in comparison with search ads 

✔ Facilitates various media formats (images, videos, GIFs) 

✔ Great for awareness and retargeting 

✔ Well-suited for visual storytelling

Cons of Display Ads:

✖ Lower conversion than Search Ads 

✖ Intrusive if not targeted well 

✖ Needs high-quality creative for engagement

3. Shopping Ads

What Are Shopping Ads?

Shopping Ads show up in Google Shopping results and occasionally on search engine pages. Shopping Ads display product images, prices, and store details.

Why and When to Use Shopping Ads?

•Ideal for eCommerce businesses – Shopping Ads are very effective for online stores.

•Prints products directly in search results – Users can view pricing and product information without needing to click through to a website.

•Assists in enhancing purchase intent – Shoppers who click on these ads are typically in the buying mode.

Shopping Ads Subtypes

a. Product Shopping Ads – Shows a single product image, price, and store information in Google Shopping results.

b. Showcase Shopping Ads – Binds together multiple related products into a single ad, perfect to show a set of products.

c. Smart Shopping Campaigns – Automatically optimized AI-powered campaigns that adjust bids, placements, and targeting to drive conversions.

d. Local Inventory Ads – Encourages products that are in stock at local physical stores, generating foot traffic.

Advanced Strategies for Shopping Ads:

•Promote your Google Merchant Center Feed with excellent images and proper descriptions.

•Apply Smart Shopping Campaigns for AI-based optimization.

•Tweak bids by device and audience segmentation.

•Pair with Remarketing Lists for Search Ads (RLSA) for increased conversions.

Pros of Shopping Ads

✔ Higher buying intent than other ad formats 

✔ More visually appealing than Search Ads 

✔ Has the ability to generate high ROI for eCommerce companies 

✔ Less dependent on ad copy 

✔ Visibility of competitive prices

Cons of Shopping Ads

✖ Needs a Google Merchant Center account 

✖ May be difficult to set up and optimize 

✖ Unsuitable for businesses that sell services

4. Video Ads

What Are Video Ads?

Video Ads are shown on YouTube and on Google’s partner sites. They may be skippable or non-skippable and can be shown before, during, or after video content.

Why and When to Use Video Ads?

•topic for brand storytelling – Video Ads enable businesses to connect with users through engaging visual content.

•excellent for product demonstrations – If you have a product that needs explaining, a video ad can demonstrate its value well.

• Best for audience engagement – Video content is highly engaging and can improve brand recall.

Video Ads Subtypes

a. Skippable In-Stream Ads – Run prior to, alongside, or after YouTube videos and can be skipped after 5 seconds.

b. Non-Skippable In-Stream Ads – Shorter ads (5 seconds or shorter) that cannot be skipped, allowing full message presentation.

c. Bumper Ads – 6-second, non-skippable advertisements best for brand awareness and short messages.

d. Discovery Ads (Video Format) – Shown in YouTube search results and recommended video tabs, inviting click-through.

e. Outstream Ads – Video advertisements shown on mobile sites and apps beyond YouTube, increasing exposure beyond the site.

Advanced Strategies for Video Ads

• Utilize YouTube’s In-Market Audiences for improved targeting.

• Build Custom Video Funnels with sequential remarketing.

• Optimize Video Titles and Thumbnails to drive greater CTR.

• Test Various Ad Formats (bumper ads, in-stream ads, discovery ads).

Pros of Video Ads

✔ High view rates 

✔ Good for driving brand awareness

✔ Targetable by user demographics and interests 

✔ Well-suited to product and story advertising

Cons of Video Ads

✖ Producing video ads is costly 

✖ A creative plan is necessary for effectiveness 

✖ Ad units of longer duration may be skipped by the audience

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5. Local Ads

What Are Local Ads?

Local Ads enable companies to advertise their physical addresses. Local Ads show up on Google Maps, Search, and Display Network.

Why and When to Use Local Ads?

•takes the cake for businesses with a physical presence – If you have a restaurant, retail shop, or service-based company, Local Ads can bring in foot traffic.

•takes geo-targeting very well – You can target users by location and search intent.

• Increases visibility in Google Maps – Easy for users to locate your store.

Local Ads Subtypes

a. Google Maps Ads – Paid listings shown on top of Google Maps search, taking users to physical locations.

b. Local Search Ads – Display on SERPs when users search for businesses close to their location, prioritizing foot traffic.

c. Local Service Ads (LSAs) – Pay-per-lead ads for service-based businesses such as plumbers, electricians, and attorneys.

d. Local Inventory Ads – Display products in nearby stores, driving in-store sales.

Advanced Strategies for Local Ads

• Utilize Google My Business Integration for precise location information.

• Optimize Call-to-Actions (Get Directions, Call Now) for improved engagement.

• Optimize Ad Scheduling according to peak foot traffic times.

• Pair with Local Inventory Ads for retail companies.

Pros of Local Ads

✔ Increases local business visibility 

✔ Drives in-store visits 

✔ Cost-effective for small businesses 

✔ Assists in attracting nearby customers

Cons of Local Ads

✖ Ideal for businesses that have a physical location 

✖ Pricing varies based on location demand

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Conclusion

Now that we have discussed the various types of Google Ads, you can select the appropriate format depending on your marketing goals. Selecting the ideal ad format hinges on your objective—whether you aim to raise brand awareness, generate sales, or activate users. By identifying the virtues and vices of each ad format, you can create a more effective advertising strategy that maximizes your marketing budget.

If you’re not sure what kind of Google Ad is most suitable for your business, begin with a combination of Search Ads for conversions, Display Ads for awareness, and Shopping Ads if you sell products.

To get the best out of it: 

✔ Try various ad types and formats. 

✔ Fine-tune ad creatives and bidding approaches. 

✔ Take advantage of automation and AI-powered functionalities. 

✔ Regularly optimize and enhance campaign performance.

Google Ads is a dynamic platform that, when used strategically, can help businesses scale their marketing efforts efficiently. Happy advertising!