In 2025, Google Ads is a must-have for every service and e-commerce business in the United States. Having some presence on Google’s inventory is compulsory for a company to scale and grow. There are different Google Ads campaign types. ‘Which Google Ads campaign types are best for my business?’ has always been a hot question.
A lot of businesses get confused about what type of Google Ads campaign is best for their business. Some of them keep running ads for an irrelevant campaign and waste a lot of money with no gains.
So today, I am going to present a guide that will help you understand Google Ads campaign types. Further, it will help you choose the best campaign type for your business and get better results to scale your business.
Google Search Ads
Google Search Ads appear at the top of search engine results pages (SERPs), targeting users actively searching for specific products, services, or information. They show up on Google Search and search partners (YouTube, Amazon, etc.).
What You Need to Run a Google Search Ads Campaign:
- Keyword research targeting relevant search queries.
- Well-crafted headlines and descriptions that align with user intent.
- Ad extensions.
- A Conversion Optimized Landing Page.
Who Should Run a Google Search Ads Campaign?
- Businesses offering products or services people are actively searching on Search engines.
- Those wanting to capitalize on high-intent users who are ready to take action.
- Companies operating in competitive markets where visibility in search results is critical.
Pro Tip: Search ads are good for your business if there is existing demand for your product or services on Google. Search Ads work very well for Service businesses in the US.
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Google Display Ads
Google Display Ads are visual ads that appear on websites, apps, and YouTube within the Google Display Network. This type of Google Ads campaign mostly covers websites on Google.
What You Need to Run a Google Display Ads Campaign:
- Eye-catching visual creatives (images or videos).
- Audience targeting criteria, such as demographics, interests, or behaviors.
Who Should Run a Google Display Ads Campaign?
- Businesses focused on retargeting users who have interacted with their website or app.
- Companies looking to raise brand awareness among a broader audience.
Pro Tip: Display Ads work best for retargeting visitors that came through Google Search Ads.
Google Shopping Ads
Shopping Ads showcase product images, prices, and store information directly in Google search results, making them perfect for e-commerce businesses.
What You Need to Run a Google Shopping Ads Campaign:
- A Merchant Center account linked to Google Ads.
- A product feed with accurate information (title, price, image, etc.).
- Bids and budgets tailored to your marketing goals.
Who Should Run a Google Shopping Ads Campaign?
- Businesses selling physical products online.
- Those wanting to drive traffic directly to product pages.
- Companies aim to highlight specific items with competitive pricing and visuals.
Pro Tip: Shopping Ads are highly underrated as of 2025. Unlike search ads for e-commerce, here users click on your ad after seeing the price and product image. Additionally, you get cheaper traffic than search.
Google Video Ads
Google Video Ads, mainly on YouTube, enable businesses to connect with audiences through engaging video content.
Video Action campaigns are updated to demand-gen campaigns.
What You Need to Run a Google Video Ads Campaign:
- Professionally created video content.
- A clear audience target (age, interests, etc.).
Who Should Run a Google Video Ads Campaign?
- Businesses want to tell a compelling brand story.
- Those looking to generate demand for their product or service.
- Companies retarget non-converted users with a better offer or video testimonials.
- Businesses offering visually engaging products or services.
Pro Tip: Skippable video ads on YouTube are highly effective. Here, you pay only when a user chooses to see your video ad.
Google App Ads
Google App Ads promote mobile applications on Google Search, YouTube, and the Play Store, helping businesses increase downloads and user engagement.
What You Need to Run a Google App Ads Campaign:
- An App available on the Google Play Store or Apple App Store.
- Clear in-app goals (downloads, purchases, or engagement).
Who Should Run a Google App Ads Campaign?
- Businesses that rely on app downloads for growth.
- Companies wanting to increase app usage and retention rates.
- Industries like gaming, finance, or e-commerce.
Google Demand Gen Ads
Google Demand Gen (formerly Discovery Ads) are visually rich, engaging ads that appear across Google’s Discover feed, YouTube, and Gmail.
What You Need to Run a Google Demand Gen Ads Campaign:
- High-quality visuals or videos.
- Engaging ad copy that captures attention.
- Well-defined audience targeting criteria.
Who Should Run a Google Demand Gen Ads Campaign?
- Businesses aim to inspire and connect with audiences exploring new interests.
- Companies wanting to complement other Google Ads campaigns with immersive creatives.
- Businesses that want to capture and generate demand
Google Local Services Ads
Google Local Services Ads connect users with service providers in their area, making it easier for local businesses to find new customers.
What You Need to Run a Google Local Services Ads Campaign:
- A verified Local Services profile.
- Licenses and certifications (depending on the industry).
- A pay-per-lead budget.
Who Should Run a Google Local Services Ads Campaign?
- Businesses offering local services like plumbing, cleaning, or landscaping.
- Companies looking for direct leads rather than clicks.
- Businesses that value geographical precision in targeting.
Pro Tip: Works very well for service-based businesses along with Google Search Ads.
Google Performance Max Ads
Google Performance Max combines all Google Ads campaign types into a single campaign, utilizing AI to maximize results across platforms like Search, Display, Shopping, and YouTube.
What You Need to Run a Google Performance Max Campaign:
- High-quality assets (text, images, and videos).
- Clearly defined goals, such as leads or sales.
Who Should Run a Google Performance Max Campaign?
- Businesses want to use all of Google’s inventory for retargeting users.
- Companies focused on achieving specific marketing objectives, such as conversions or ROI.
Pro Tip: Performance Max, like Display campaigns, is good for retargeting users and is generally more effective. Recommended as a secondary campaign along with Search or Shopping. Service businesses for Lead generation don’t find much success in getting new customers with Performance Max.
Conclusion
Having proper knowledge of Google Ads campaign types is compulsory. However, they need to be structured properly and Optimize. Your active campaigns must complement each other for the best results. E-commerce and service-based businesses require different combinations for success.
Along with Google Ads campaigns, landing pages are also crucial for success. Read our guide for optimizing your Landing Pages for success.
If you want to know more about what types of Google Ads campaigns and structures can drive better results, feel free to schedule a meeting with our experts. Contact us to get a Free Strategy.