9 Types of Google Ads You Should Know

Curious about the different ways to advertise on Google?

From search results to YouTube videos, Google Ads has a whole buffet of options to get your brand (or your clients’ brands) noticed.

But with so many choices, where do you even start?

Let me show you.

Types of Google Ads

Nine ad types explained—lessgo!

1. Search Ads: Your Front-Row Seat on Google

SEO is great and all, but results come in good time. Search ads, on the other hand, are your express ticket to the top of Google’s search results (look out for their “Sponsored” label. That’s how you can identify them).

They’re pay-per-click (PPC) placements. What’s that? It means you only shell out cash when someone actually clicks on your (or your client’s) ad.

Heads up: search ads don’t appear for every search. They only appear for relevant searches, meaning Google’s algorithm evaluates search intent and the relevance of keywords to determine if an ad is a good fit.

A good fit? It’s all about matching the searcher’s intent.

For example, if someone searches for “best hiking boots,” Google’s search algorithms will prioritize ads that not only mention hiking boots or related keywords but also clearly demonstrate an intent to sell hiking boots or provide information about them.

2. Display Ads: Eye Candy That Converts

Unlike their text-heavy search ad cousins, display ads are all about visuals. They’re basically mini-billboards scattered across the web. Display ads showcase a brand’s products on websites, apps, and even platforms like Gmail or YouTube.

They aren’t images, though. They come in a variety of flavors:

• Static image ads are classic banners with eye-catching visuals and a clear message.
• Animated image ads (GIFs) add movement and personality to ads with animations.
• Responsive display ads are shape-shifters that automatically adjust their size, appearance, and format to fit any ad space, maximizing reach.
• Video ads tell a brand’s story, showcase products in action, or simply entertain a target audience with captivating video content.

3. Google Shopping Ads: Your eCommerce Power-Up

Shopping Ads showcase product images, prices, and even store info right where eager shoppers are looking.

Imagine you or your client selling small electronics. Someone searches for “JBL GO,” and boom—your Bluetooth speaker appears front and center, complete with price and a “Shop Now” button that’s screaming, “Click me!”

Hard to resist.

4. Google Video Ads: Lights, Camera, Conversions

Video ads grab attention with sight, sound, and motion. They’re not just limited to YouTube, though—you can find them sprinkled across the web, captivating audiences on websites and apps.

But aren’t attention spans shorter than a goldfish’s these days? That’s why Google offers different video ad formats to suit your goals:

• Skippable in-stream ads play before, during, or after other videos. Viewers can skip them after a few seconds. It’s a great way to introduce your brand to a broad audience without forcing them to watch.
• Non-skippable in-stream ads are the ones you can’t escape. They’re perfect for delivering a punchy message or building brand awareness quickly.
• Bumper ads are short and sweet. These six-second bursts of creativity are ideal for grabbing attention and leaving a lasting impression.

5. App Ads: Get Your App in the Spotlight

App campaigns are your ticket to the app store’s A-list. They put your app front and center across Google’s vast network, including Search, Play Store, YouTube, and even within other apps.

With smart targeting and automated bidding, app campaigns help reach the right users at the right time, maximizing the chances of installs and in-app actions.

6. Discovery Ads

Discovery ads pop up seamlessly in places like YouTube’s home feed, Gmail’s Promotions and Social tabs, and even the Discover feed on phones. Like search ads, you can identify them by their “Sponsored” label.

Discovery ads look great. They’re visually rich and highly engaging, and they use machine learning to target users based on their interests and past behavior, making them feel personalized and relevant.

7. Local Services Ads

Need a plumber, electrician, or house cleaner stat? That’s where Local Services Ads come in handy. They’re basically the digital version of the Yellow Pages, connecting local businesses with customers in their area who are actively searching for their services.

These ads appear in Google search results, typically in the local services unit or map pack. Potential customers can call or message you directly from the ad, making it super easy for them to get in touch.

8. Performance Max

Feeling overwhelmed by the sheer number of Google Ads campaign types and targeting options? Performance Max might just be your new best friend.

Performance Max is a goal-based campaign type that harnesses the power of Google’s machine learning to optimize your ads across all of Google’s inventory—Search, Display, YouTube, Discover, Gmail, and even Maps.

You provide the creative assets (images, headlines, descriptions, etc.), set your goals (sales, leads, website traffic), and let Google’s algorithms do the rest.

Performance Max will automatically test different combinations of your assets, target the most relevant audiences, and optimize your bids to achieve your desired outcomes.

9. Smart Ads

Smart ads are Google Ads’ “easy mode.” You set a simple goal (like getting more calls or website visits), provide a few basic details about your business, and let Google’s AI do the rest. It’ll automatically create your ads, target your audience, and optimize your bids to get you the most bang for your buck.

But here’s the deal: Smart Campaigns are best suited for small, local businesses with straightforward goals. If you’re looking for granular control over your targeting or complex campaign structures, you’ll probably want to graduate to the full-fledged Google Ads experience.

Choosing the Right Google Ad Type: A Strategic Approach

Which ads are right for you? Here are some things to mull over.

Goals, Budget, and Target Audience

Factor #1: Goals – What Are You Trying to Achieve?

• Search ads and lead form extensions are perfect for capturing contact information from interested prospects. Target high-intent keywords and make sure your landing page is optimized for lead capture.
• If you’re looking to get your name out there and build recognition, display, and video ads are your best bet. They’re visually appealing and can reach a massive audience across the web.
• Shopping ads and Performance Max campaigns are designed to drive sales. Showcase your products, highlight special offers, and make it easy for people to buy.

Factor #2: Budget – How Much Can You Spend?

• If you’ve got a healthy budget, you can experiment with multiple ad types and see what works best. Consider a mix of search, display, and video ads to reach a wider audience and achieve different goals.
• If you’re watching your pennies, focus on the most cost-effective options for your goals. Search ads and Shopping ads can be great for driving targeted traffic and conversions without breaking the bank.

Factor #3: Target Audience – Who Are You Trying to Reach?

• Understanding your ideal customer is key to choosing the right ad type. Where do they hang out online? What kind of content do they consume?
• If you’re targeting businesses, B2B, LinkedIn ads, and search ads with specific industry keywords might be your best bet. For B2C, consider display ads, video ads, and social media advertising to reach a wider consumer audience.
• Google Ads offers powerful targeting options based on age, gender, location, interests, and even online behavior. Use these to your advantage to reach the right people with the right message.

Combining Ad Types for Maximum Impact: The PPC Power Combo

Why settle for one ad type when you can have them all working together? Combining different Google Ads formats can create a powerful synergy that amplifies your reach, boosts engagement, and drives even more conversions.

Here are a few examples of how to mix and match Google Ads for maximum impact:

• Search + Display: Use search ads to capture high-intent traffic and display ads to build brand awareness and retarget those who’ve already shown interest. It’s a one-two punch that keeps a brand top-of-mind throughout the customer journey.
• Shopping + Video: Showcase products with eye-catching Shopping ads, then use video ads to tell your brand story or demonstrate your products in action. This combo appeals to both visual and informational learners, increasing engagement and driving purchase intent.
• App Campaigns + YouTube Ads: Promote your app with targeted App campaigns, then use YouTube ads to showcase its features and benefits in a more engaging format. This multi-pronged approach can boost downloads and encourage user engagement.
• Discovery + Gmail Ads: Use Discovery ads to spark curiosity and introduce your brand to a new audience, then follow up with personalized Gmail ads to nurture those leads and drive them further down the funnel.

Remember, the key is to choose ad types that complement each other and align with your specific goals and target audience. Don’t be afraid to get creative and experiment with different combinations to find what works best for your business.

Conclusion and Next Steps

So, there you have it: the Google Ads playbook broken down in plain English.

Still a little lost?

We get it—PPC can be a wild ride. It takes time, expertise, and a whole lot of data-driven decision-making to truly master the game.

That’s where we, Loganix, come in.

We’re ready to take the reins and navigate the complexities of Google Ads so you can focus on what you do best—running your business or wowing clients with results.

Ready to unleash the full potential of paid search? Let’s chat.

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