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# System prepended metadata

title: All 9 Google Ads Types and How to Use Them
tags: [google ads, agrowth]

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# 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.
[Google Agency Ads Account Rental](https://agrowth.io/pages/rent-google-agency-ads-account)
 A high-quality Google Agency account solution with lower fees, safer billing, and higher suspension resistance.