Introduction

If you’re an entrepreneur or marketer trying to grow your brand’s online presence, chances are you’ve heard of Google Ads. With more than 4 billion Google searches every day, it’s one of the strongest platforms for engaging with prospective clients. However, Google Ads is not a jack-of-all-trades. Because of its varied ad structures, you can customize your advertising campaign to meet particular business objectives, whether it’s generating sales, fostering brand recognition, or boosting app downloads.

What are the Different Types of Google Ads? Explained

Google Ads gives businesses a way to reach potential customers through different ad formats. Each type is created with specific goals in mind. Some focus on driving clicks, while others aim to build awareness or keep your brand visible to the right audience. Whether you run a small local shop or a large company, Google Ads offers flexible options that fit your needs. Here is a closer look at the main types of ads and how they work.

Search Ads

Search Ads are the classic form of Google advertising and probably the first thing that comes to mind when people think of online ads. These text-based ads appear at the very top or bottom of the search results whenever someone types in a related keyword. For instance, if a user searches “best dentist near me,” a business ad can show up before the regular search listings.

Best for:

• Capturing customers who are actively looking for a product or service.

• Generating quick leads and sales by targeting users with high buying intent.

Key features:

• Shows your ads when people search using related keywords.

• Can be enhanced with extra features like call buttons, sitelinks, and additional snippets of information.

Pro tip: Instead of focusing only on broad terms, include detailed keyword phrases that match what your audience is searching for. This helps attract the right customers and often lowers your advertising costs.

Performance Max Ads

Performance Max is one of Google’s newer ad formats, designed to simplify campaigns by using automation. With just one campaign, your ads can run across Google Search, Display Network, YouTube, Gmail, and Discover. Google’s AI handles the heavy lifting by figuring out where your ads will perform best.

Best for:

• Businesses that want their ads to reach people across multiple Google platforms without managing separate campaigns.

• Online stores that need smarter targeting to increase product sales.

Key features:

• Uses Google’s machine learning to automatically test, place, and adjust your ads.

• Provides a single dashboard for performance tracking, making reporting much easier.

Pro tip: The success of Performance Max depends heavily on what you feed into it. Upload clear images, engaging videos, and strong ad copy to give Google’s AI the best chance to deliver great results.

Display Ads

Display Ads are all about visuals. Instead of appearing as text on search results, they show up as images, graphics, or short videos across the Google Display Network, which includes millions of websites, apps, and platforms. This makes them an effective way to remind people about your brand even when they’re casually browsing online.

Best for:

• Building recognition and keeping your brand visible.

• Re-engaging people who visited your website but didn’t make a purchase.

Key features:

• Multiple design formats such as images, video, or interactive media.

• Targeting options based on interests, browsing behavior, or demographics.

Pro tip: Use eye-catching visuals and a clear call-to-action. Retargeting works best when the ad feels like a gentle reminder rather than a pushy sales pitch.

Shopping Ads

Shopping Ads are tailored for businesses that sell products online or in-store. These ads show your product photo, price, and store name directly on Google’s search results page, so customers can compare options instantly without having to click through multiple websites.

Best for:

• Online shops that want to showcase products in search results.

• Retailers who also want to highlight local stock availability.

Key features:

• Displays detailed product information like images and pricing upfront.

• Option to run local inventory ads to promote in-store items.

Pro tip: Keep your product listings updated with accurate prices, stock availability, and clear images. People are more likely to click ads when the information looks clear and trustworthy.

Video Ads (YouTube Ads)

YouTube has become one of the most powerful platforms for reaching audiences, with billions of people tuning in every month. Google Video Ads allow businesses to share their message through engaging, short, or long-form videos. Unlike text or static images, video captures attention quickly and is a strong way to build emotional connections with viewers.

Best for:

• Increasing brand awareness through storytelling.

• Making a lasting impression with engaging visuals and sound.

Key features:

• Different formats are available, such as skippable ads, non-skippable ads, bumper ads, and prominent masthead placements.

• Advanced targeting ensures your ad reaches viewers based on their demographics, interests, and viewing behavior.

App Promotion Ads

For businesses or developers with a mobile app, App Promotion Ads are designed to drive more downloads and user engagement. These ads appear across Google’s platforms, including Search, the Play Store, YouTube, and the Display Network. By reaching people actively searching for apps or content related to your niche, they help you connect with the right audience.

Best for:

• Encouraging app installs.

• Increasing engagement and activity within an app.

Key features:

• Ads can be triggered by keywords related to your app or its features.

• Works across both Android and iOS platforms, offering a wider audience reach.

Discovery Ads

Discovery Ads show up on places where users browse for new content, like YouTube’s home page, Gmail, and the Google Discover feed. These ads focus on visual appeal and are shown to users who are most likely to be interested in them.

Best for:

• Attracting attention with strong, eye-catching images.

• Reaching people when they’re browsing with an open mind.

Key features:

• Can display either a single image or a scrollable image carousel.

• Google’s system automatically matches ads with user preferences and habits.

Discovery Ads sit between Display and Shopping Ads, offering a balance of brand visibility and customer engagement.

Local Services Ads

Local Services Ads are the listings you often see at the very top of search results when looking for nearby help, such as a plumber or electrician. They are built to connect customers with trusted local providers.

Best for:

• Service-based businesses like home repair, landscaping, or legal support.

• Companies that depend on customers within a set local area.

Key features:

• Businesses pay only for qualified leads rather than each click.

• Verified profiles include reviews and credentials, helping build customer trust.

Final Thoughts

Google Ads provides a wide range of options that suit businesses of all sizes and industries. Whether it’s targeted Search Ads, engaging Video campaigns, or visually rich Discovery Ads, there are plenty of ways to reach the right people at the right time.

If you’re beginning with Google Ads, focus on defining clear goals and experimenting with different ad types to see what works best. For more guidance, explore our detailed resources on running Google Ads and the advantages they bring for small businesses.