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
A clear breakdown of every major Google Ads format and when to use each one.
A structured guide to choosing the correct campaign based on business goals and user intent.
Google Agency Ads Account Rental
A high-quality Google Agency account solution with lower fees, safer billing, and higher suspension resistance.
0コメント