Google Ads are like the Swiss Army knives of digital marketing – versatile, effective, and adapting to the needs of businesses to grab attention in the most clever ways.
Let’s dive into our favorite Google Ad types and what they are best used for!
Google Search Ads
What they do/are: Shows up in Google search results
Location: Search Results
Best For: Higher budget service or products
Key Features
- Cost-efficient
- Text-based
- Highly targeted based on intent
Google Search ads appear at the top of search results when someone is actively searching for something specific – be it a product, service, or information. When someone types in "best running shoes," for example, your ad pops up like a helpful guide, leading them directly to your website. It's a direct, no-nonsense approach that captures potential customers at the exact moment they’re ready to make a decision.
Google Display Ads
What they do/are: Online billboards
Location: Across the world wide web
Best For: Brand awareness campaigns
Key Features:
- Visual appeal
- Google Display Network Reach
- Follows users around
Google Display Ads are visual ads (banners, images, or interactive designs) that catch the eye of users as they browse their favorite sites, apps, or even check their email. They’re perfect for building brand awareness and re-engaging users who may not be actively searching but are still open to a little inspiration. Think of them as digital billboards, reminding potential customers of your brand while they surf the web. It’s all about making a lasting impression and staying top of mind.
Google Video Ads
What they do/are: Grabs the audience's attention
Location: Before, during & after YouTube videos
Best for: Promoting video content
Key Features:
- Displayed across third-party apps, games, and websites
- Multiple sub-ad types (bumper ads, non-skippable, skippable
Whether it's a short, snappy commercial or a longer, story-driven ad, Video Ads grab attention in ways static ads simply cannot. They combine the power of sight, sound, and motion to create an immersive experience that sticks with viewers, even if they click that "skip" button. These video ads appear primarily on YouTube but also are placed in other partner sites.
Google Performance Max
What they do/are: AI-Driven maximum reach campaigns
Location: All Google advertising channels
Best For: Cross-channel messaging and awareness
Key Features:
- Uses machine learning AI to optimize
- Advertise on all Google channels
- Mix and match assets
Google Performance Max are the superheroes of Google Ads. These all-in-one campaigns combine the best of Google’s ad networks into a single, powerful force. Whether it’s Search, Display, YouTube, or even Maps, Performance Max swoops in to find your audience wherever they’re browsing. This campaign type uses machine learning to optimize your ads across all channels, ensuring that every penny of your budget works its hardest.
Google Local Services Ads
What they do/are: Finds local leads
Location: Search page & Maps
Best For: Localized services or businesses
Key Features:
- Appears on local searches
- Lead focused
- Google Screened & Guarantee
Meet the friendly neighborhood ads that have your back when you need help close to home. Google Local Services Ads are the go-to for finding trusted professionals in your area, whether you’re looking for a plumber, locksmith, or dog groomer. These ads appear at the very top of search results, complete with a “Google Guaranteed” badge that adds an extra layer of trust.
Google Shopping Ads
What they do/are: Sells physical products
Location: Search page, Images, Maps
Best For: Selling products *must have Google Merchant Account*
Key Features:
- Image focused
- Promotes various aspects of product based on AI
Google Shopping Ads are like personal shoppers guiding your audience to your products without having to even be on your website. These ads showcase your products directly in search results, complete with images, prices, and more details so that shoppers can compare options at a glance. Perfect for e-commerce businesses, Shopping Ads are designed to catch the eye of those ready to “add to cart.”
