Introduction: Understanding Google Ads and Ad Formats

Every business has a strategy and a plan for growing. They determine things like what works and what doesn't, as well as where money should be spent. Google Adwords follows the same approach. Even while Google Ads provides effective ways to connect with consumers, not every business should use every ad option. Testing everything blindly can quickly drain budgets without delivering results.

One of the most effective online advertising platforms out there right now is Google Ads. It enables businesses of all sizes to advertise their goods and services through Google's large network, which includes websites, mobile apps, videos, and search results. 

Google Ads offers multiple campaign types, each designed for a specific marketing goals, from capturing high-intent searches, generating leads, driving website traffic, increasing brand visibility, and increasing sales.

Understanding how Google Adwords work before launching campaigns helps businesses make smarter decisions and avoid unnecessary spend.

In this guide, we’ll break down how Google Ads works, how many ad options are available, and what each type is best used for. By the end, you’ll know exactly which Google ad option aligns with your business objectives and audience.

What Are Google Ads and How Do They Work?

If you’ve ever searched for something on Google and seen an ad at the top of the results, you’ve already encountered Google Ads in action.

Google Ads is an online advertising platform that helps businesses bid to show ads to users who are actively searching for information or browsing something online. These ads can show up on Google Search results, YouTube videos, partner websites, mobile apps, and even Gmail. The platform uses signals like keywords, user behavior, location, and interests to match ads with the right audience.

Advertisers choose where they want their ads to appear and only pay when users interact with them, such as clicking or watching a video. Choosing the correct ad option is important because each format serves a different purpose—some are better for immediate sales, while others help build long-term brand awareness.

Types of Google Ads: How Many Ad Options Are Available?

If you’re wondering how many options Google Ads provides, the answer is straightforward. Google Ads offers six main campaign types, each designed to meet different marketing goals.

These include:

• Search

• Display

• Video

• Shopping

• App

• Performance Max

Each campaign type works differently and supports specific outcomes, such as leads, visibility, downloads, or sales.

Types of Ads in Google Ads Explained for Beginners

First, ask yourself, what are you trying to achieve with Google Ads and why does it matter? The goals you choose shape your campaign structure, ad selection and targeting approach. These choices guide which metrics best track your progress.

Search Ads – The Most Common Google Ad Format

Search ads are text-based ads that appear on Google search results pages when users actively look for information, products, or services. It’s one of the most widely used Google Ad Formats because it targets users with clear intent. They usually include a headline, description, and a clickable link to your website. Search ads work best for lead generation, service-based businesses, and time-sensitive offers. 

Google Search Ads are keyword-based so getting these terms right is fundamental to matching your ad to the things people are searching for. Search Ads work most effectively when they are relevant, timely and high-quality.

For example, If someone searches “dentist near me” or “best laptop under ₹60,000,” the first few results marked as “Sponsored” are search ads. Businesses show up exactly when users are ready to take action.

Display Ads – Visual Ads Across Websites and Apps

Display ads are visual adverts that show on Google Display Network-enabled websites, blogs, and mobile apps. These ads rely on images or graphics rather than text-heavy messaging.

Users encounter display ads while browsing content online, even when they aren’t actively searching. Because of this, display ads are ideal for increasing brand awareness, retargeting website visitors, and maintaining visibility throughout the customer journey.

Best practices for Display Ads include using compelling visuals, clear CTAs, and targeting options for better performance. Although Display Ads have a relatively low click-through rate, their conversion value is high, making them especially good for driving brand awareness.

For example, If you visit an online clothing store and later see ads for the same brand while reading the news or scrolling through an app, those are display ads reminding you to return.

Video Ads – Advertising Through YouTube

Video ads allow businesses to connect with audiences through engaging visual content, primarily on YouTube. These ads can be skippable or non-skippable and appear before, during, or alongside video content.

Video advertising is extremely efficient for storytelling, product debuts, and establishing emotional relationships with viewers. It's especially effective for brands that want to communicate more than simply an offer, such values, experiences, or demonstrations.

For example: When you watch a YouTube tutorial and a 5–15 second ad plays before the video starts, that’s a video ad. For instance, a skincare brand showing how its product works before a beauty vlog.

Shopping Ads – Product-Based Google Advertising

Shopping ads are designed specifically for e-commerce businesses. These ads showcase product images, prices, product names, and store details directly within Google search results and the Shopping tab. It makes shopping ads one of the most effective options for driving online sales for retail brands.

The benefit of Shopping Ads for eCommerce comes from the way they showcase real, tangible products and drive high purchase intent. Of course, there are other eCommerce-focused platforms out there so even if you’re certain this is the right type of ad for you, be sure to compare Google Ads vs Amazon Ads before you allocate your marketing budget.

For example: If you search “running shoes for men” and see product images with prices and store names at the top, those listings are shopping ads designed to help users compare and buy quickly.

App Ads – Promoting Mobile Applications

App ads are used to promote mobile applications and increase installs or in-app actions. Google automatically distributes these ads across Search, Play Store, YouTube, Discover, and display placements.

This campaign type involves minimum setup, making it suitable for beginners. Advertisers simply give assets and goals, and Google handles optimization and placement to target users who are most likely to download or engage with the app. 

Rather than asking businesses to build an ad from the ground up, these work by taking data from your app's Play Store listing, before testing various layouts that align with your keywords. These ads are ideal for mobile-centric businesses, as they are specifically designed to increase app downloads and usage.

For example: When you see an ad for a food delivery or fitness app while browsing the Play Store or watching a YouTube video, prompting you to “Install Now,” that’s an app ad.

At DigiMaze PPC Marketing Services, we support businesses in using Performance Max and other Google Ads formats strategically to achieve consistent, measurable growth. Our team provides end-to-end management for all types of Google Ads campaigns, ensuring each business chooses the right campaign mix based on goals, budget, and audience—without sacrificing performance or scalability.

Performance Max – All-in-One Google Ads Campaign

Performance Max is a goal-focused campaign type that uses automation and machine learning to run ads across all Google channels from one campaign.

Instead of managing individual campaigns, marketers define goals like sales or leads, and Google optimizes placements accordingly. Performance Max is best suited for firms that prioritize results above manual control, particularly when seeking for maximum reach and conversions.

For example: An online fashion brand running a single campaign to promote a sale may appear in search results, on YouTube, and as banner ads across websites—all through one Performance Max campaign.

Types of Google AdWords vs Google Ads: What Changed?

Google AdWords was rebranded as Google Ads to reflect the platform’s broader advertising capabilities. Earlier, the focus was primarily on keyword-based search advertising. Today, Google Ads includes visual, video, shopping, and automated campaign types. 

While the name changed, the core ad options remain largely the same. Search, display, video, and shopping campaigns still exist, but with improved targeting and automation. The rebranding simply made the platform more inclusive of modern advertising formats and business goals.

Understanding Google Ad Formats (Formats vs Ad Types)

Ad types and ad formats are often confused, but they are different concepts. Ad types refer to campaign categories like search, display, or video. Ad formats describe how the ad looks, such as text ads, image banners, or video clips.

For example, a search campaign uses text ads, while a display campaign uses image-based formats. Video campaigns use video formats on platforms like YouTube. Understanding this difference helps advertisers design better creatives and choose the right presentation style for their message.

How to Choose the Right Google Ads Type for Your Goal

There is no right or wrong answer when it comes to which campaign is best for your unique needs. If you’re searching for PPC campaign optimization, choosing the right type of Google Ad is key, but this will ultimately depend on what your goals are. Selecting the right option depends on what you want to achieve.

• Lead generation: Search ads work best for capturing high-intent users

• Brand awareness: Display or video ads help reach wider audiences

• Online sales: Shopping ads are ideal for showcasing products

• App growth: App campaigns simplify promotion across platforms

Linking your business goal with the relevant campaign type delivers greater outcomes and more efficient ad spending.

Benefits of Using Different Google Ads Types

Businesses identify customers at various phases of the purchasing process by using a variety of ad alternatives. You receive quantifiable performance statistics, flexible budget control, and improved targeting. Additionally, Google Ads makes it simple to test, optimize, and grow campaigns. 

Testing is your secret weapon in Google Ads, but too many advertisers either test endlessly without learning, or stick with underperforming campaigns for far too long.

Here's our suggested smarter approach.

When to test?

• You're launching a new product, audience or region

• Your existing campaigns are starting to flatline

• A new format becomes available which could be your new best performer

Brands can successfully connect across platforms and monitor real-time outcomes thanks to the variety of creative formats available. 

Common Google Ads Mistakes Beginners Should Avoid

Many beginners choose the wrong ad option for their goals, which leads to wasted spend. Ignoring creative formats can reduce engagement, even with strong targeting.

Another common mistake is not tracking conversions or performance data. Without proper tracking, it’s impossible to know what’s working or how to improve future campaigns.

The Google Ads ecosystem has grown much more complex. Google has introduced machine learning tools like automated bidding, ad creative generation, and smart targeting. Most advertisers have adopted these tools, with over 80% now using Google's automated features, making the platform more competitive and expensive.

Conclusion:

Google Ads offers a variety of campaign alternatives, each intended to achieve specific business objectives such as lead generation, brand visibility, online sales, or app promotion. Understanding how these ad types work and where they appear allows businesses to choose the best approach rather than spending money on trial and error. Aligning your marketing aim with the most appropriate Google Ads campaign type allows you to run more focused, effective ads, increase performance over time, and make more confident advertising decisions.

FAQ

1. What are the three levels of Google Ads?

Google Ads breaks down into account, campaign, and ad group. These three levels help advertisers monitor performance at a keyword level (ad group), a goal level (campaign), and an all-inclusive level (account).

2. Which Google ad type is best for beginners?

Search ads are often the best starting point for beginners because they target users who are actively searching for products or services. They are easy to set up, measurable, and ideal for generating leads.

3. Which Google ad type is best for brand awareness?

Display ads and video ads are ideal for brand awareness because they reach large audiences visually and help businesses stay visible across websites and YouTube.

4. Can I run multiple types of Google Ads at the same time?

Yes, businesses can run multiple campaign types simultaneously. For example, search ads can capture high-intent users while display or video ads build brand awareness.

5. How much budget do I need to start Google Ads?

There is no fixed minimum budget for Google Ads. Businesses can start with small daily budgets and scale based on performance and results.

6. Are Google Ads better than social media ads?

Google Ads target users with intent, while social media ads focus on discovery. The better option depends on your goals—Google Ads for conversions and social media ads for awareness.