# All 9 Google Ads Types and How to Use Them Google Ads offers a broad ecosystem of campaign formats, but knowing the list isn’t enough. High-performance advertisers understand how each ad type works with user intent, what Google’s machine learning optimizes for, and how to structure campaigns to minimize waste. This guide breaks down all nine core Google Ads types and explains how to use them effectively in today’s competitive environment. How Many Google Ads Types Exist? Google provides nine primary campaign types, each serving different goals, intent levels, and creative requirements: Search Ads Display Ads Shopping Ads Video Ads App Ads Discovery Ads Local Services Ads Performance Max Smart Campaigns Within these categories, advertisers can access over 22+ formats and subtypes, giving room for sophisticated cross-channel strategies. Search Ads Search Ads appear when users actively search for solutions. They are the most intent-driven and performance-predictable format on Google. Why Search Ads Matter Search behavior reflects strong commercial intent. Google processes over 8.5 billion searches daily, and roughly 15% of queries are new each day—creating constant demand for advertisers. Types of Search Ads Responsive Search Ads (RSAs) Call-Only / Call Ads Dynamic Search Ads (DSAs) Strengths High conversion intent Deep control over bidding Fast optimization feedback loops Limitations High CPC in competitive industries Requires continuous keyword refinement Best Practices Combine broad match + smart bidding for scale Pin key messages in RSAs Use audience layers (in-market, remarketing, custom intent) Maintain strong negative keyword lists Optimize landing pages for speed and relevance Display Ads Display Ads reach users across over 90% of the internet via the Google Display Network. Strategic Value Display is not just top-funnel. With proper targeting, it becomes a cost-efficient channel for retargeting and mid-funnel nurturing. Display Formats Single-image ads Responsive Display Ads (RDAs) Strengths Massive reach Visual impact Lower CPC Limitations Lower intent Requires placement management Best Practices Layer audience + contextual targeting Separate remarketing audiences (cart abandoners vs. site visitors) Refresh creatives every 4–6 weeks Exclude low-quality placements and mobile apps Use frequency caps to avoid fatigue Shopping Ads Shopping Ads dominate ecommerce performance. They display product photos, pricing, ratings, and merchant info directly in search results. Key Insight Shopping ads are fueled by your Merchant Center feed, not keywords. Feed quality determines your reach, relevance, and CPC efficiency. Shopping Formats Product Shopping Ads Local Inventory Ads Strengths High CTR High purchase intent Visibility across Search and Shopping tabs Limitations Requires accurate, optimized product feed Limited keyword control Best Practices Optimize product titles with brand + attributes Use high-resolution images Keep inventory & pricing real-time accurate Segment products by margin Add negative keywords to reduce irrelevant traffic Video Ads Video Ads appear primarily on YouTube—one of the world’s largest search engines with 2+ billion logged-in users monthly. Why Video Ads Work Video combines visual and emotional storytelling, making it ideal for brand building and interest generation. Video Formats Skippable in-stream Non-skippable Bumper ads In-feed video ads Outstream Masthead Strengths Highly engaging Advanced targeting Cost-efficient CPVs Limitations Requires strong creative Viewers may skip quickly Best Practices Hook within the first 5 seconds Add captions Match audiences with tailored messaging Test multiple video variations App Ads App Campaigns automate app promotion across Search, Display, YouTube, and Google Play. How They Work You provide text, images, and videos—Google’s algorithm auto-generates combinations and optimizes toward installs or in-app actions. App Campaign Types App Installs App Engagement App Pre-Registration Strengths AI-driven optimization Huge cross-channel reach Optimizes for specific in-app events Limitations Requires strong creatives Limited placement control Best Practices Provide multiple creative variations Implement robust in-app conversion tracking Retarget inactive users Discovery Ads Discovery Ads reach users across Google Discover, YouTube Home feed, and Gmail Promotions tab. Strategic Benefit Discovery bridges the gap between social-style native ads and Google’s intent signals—perfect for scaling mid-funnel reach. Strengths Highly visual AI-powered intent targeting Large reach without video requirements Limitations Not ideal for bottom-funnel No manual placement control Best Practices Use high-resolution images Test carousels Combine with retargeting audiences Expand audiences gradually for scale Local Services Ads Local Services Ads (LSAs) appear above both PPC and organic results and operate on a pay-per-lead model. Why LSAs Excel They include Google Guaranteed / Google Screened badges, significantly increasing trust and click-through. Strengths Prime SERP real estate Lead-based billing High-intent traffic Limitations Strict verification requirements Available only in specific industries Best Practices Complete all business details Acquire & respond to reviews Keep service area targeting narrow Respond to leads within minutes Performance Max Performance Max (PMax) is Google’s all-channel, fully automated campaign type that optimizes placements across Search, Display, YouTube, Gmail, Discover, and Maps. Key Insight PMax performs best when fed with strong creative assets, conversion tracking, and first-party data. Strengths Reaches all Google inventory AI-driven targeting and bidding Great for ecommerce & lead gen Limitations “Black box” reporting Requires high-quality creatives Risk of cannibalizing Search Best Practices Upload a full creative asset library Use audience signals (first-party data) Separate campaigns by product category Monitor insights for search themes & locations Smart Campaigns Smart Campaigns automate keyword selection, bidding, and placements. They are best for businesses needing minimal management. Strengths Easiest Google Ads type Quick setup Automated targeting Limitations Least control Limited reporting Not ideal for scaling Best Practices Write focused ad copy Use exact geographic targeting Optimize your landing page for conversions How to Choose the Right Google Ads Type Use this framework to select campaign types systematically: 1. Define Your Goal Lead generation → Search, LSAs, PMax Ecommerce sales → Shopping, PMax Awareness → Display, Video, Discovery App installs → App campaigns 2. Align With Buyer Journey Top-funnel: Display, Video, Discovery Middle-funnel: Search, RDA, remarketing Bottom-funnel: Shopping, LSAs, PMax 3. Consider Your Resources Limited time → Smart or PMax Creative-heavy brands → Display, Video, Discovery Strong feed management → Shopping 4. Test & Iterate No single format is best forever. Regular A/B testing increases efficiency and adaptability as markets shift. Recommended Resources for Google Ads Types [Types of Google Ads](https://agrowth.io/blogs/google-ads/types-of-google-ads) A clear breakdown of every major Google Ads format and when to use each one. [Google Ads Campaign Types](https://agrowth.io/blogs/google-ads/google-ads-campaign-types) A structured guide to choosing the correct campaign based on business goals and user intent. 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