When you open Google Ads, the first big decision is which campaign type to run. Each campaign is designed with a different goal in mind—whether you want more clicks, sales, downloads, or brand awareness. Let’s break down the major campaign types in plain English, so you can match them with your business needs.
These are the classic text ads you see on Google Search results. You choose the keywords, write the copy, and pay when someone clicks. Since they appear when users are actively searching, they often bring high-intent traffic.
Performance Max combines the power of multiple Google channels—Search, YouTube, Display, Maps, Discover, Gmail—into a single campaign. You provide creative assets, and Google’s AI optimises where and how ads appear.
These ads rely on visuals—images, logos, banners—alongside short text. Google adapts them automatically to fit placements across its Display Network (websites, blogs, apps).
Video campaigns place your content on YouTube and other video partner sites. You can run skippable, non-skippable, or in-feed ads, depending on your goal.
Best for: Brands that want to tell a story, show product demos, or capture attention with motion and sound.
Unlike Search, which captures existing demand, Demand Gen helps you spark interest. These ads show up in visually rich environments like YouTube, Discover, and Gmail. They aim to inspire people who may not be searching yet but could become customers later.
Choosing the right campaign type is not just a technical step—it’s the foundation of success in Google Ads. By matching your goals with the right ad format, you ensure that your money is spent wisely and your ads reach the right people at the right time.
