Google Ads offers several different campaign types depending on what you want to achieve – increase sales, drive traffic, build a brand or promote an app. But how do you know which campaign type is right for you?
In this guide, we walk you through the most common Google Ads campaigns and help you find the right type for your goals.
The most common campaign types in Google Ads:
- Search campaigns
- Demand Gen
- Display campaigns
- Shopping campaigns
- Video campaigns
- App campaigns
- Performance Max
How do I choose the right campaign type?
Start by defining your goal. Do you want to increase sales in your webshop? A Shopping campaign might be the best option. Looking to reach new customers and build brand awareness? A Display or Video campaign could be a better fit.
Let’s break them down.
What are search campaigns?
Search campaigns are text ads that appear in search results. You reach users with clear intent – they’re actively looking for something you offer.
When to choose Search campaigns:
- You’re working with a smaller budget and want to start without creative assets.
- You want to drive sales or leads from users with buying intent.
- You want to bring qualified traffic to your website.
What is Demand Gen?
Demand Gen campaigns are designed to capture attention before a customer starts searching. These ads appear where people are already browsing – on YouTube, in Discover, and Gmail’s “Promotions” and “Social” tabs.
When to choose Demand Gen:
- You want to generate demand before search intent kicks in.
- You want to build your brand using visual content.
- You want to combine reach with conversions.
- You want to increase ad impact.
What are display campaigns?
Display campaigns show your ads across millions of Google-owned sites and apps. With visually engaging ads, you can increase reach and spark interest. You can also use your own data segments to retarget visitors.
When to choose Display campaigns:
- You want to build brand awareness or generate interest.
- You want to drive sales or other conversions.
- You want to expand your reach to new potential customers.
- You want to retarget previous visitors.
What are shopping campaigns?
Shopping ads show product listings with image, price, and store info directly in Google Search and the Shopping tab. Ideal for ecommerce businesses wanting to showcase specific products. (Note: Requires a Google Merchant Center account.)
When to choose shopping campaigns:
- You run an ecommerce business and want to promote products.
- You want to increase product sales and reach new customers.
- You want to drive local in-store purchases.
What are video campaigns?
Video campaigns allow you to show ads before, during, or after YouTube videos. Depending on your goal, you can choose ad formats focused on reach, views, or conversions. (Requires uploading your video ad to your YouTube channel.)
When to choose video campaigns:
- You want to build brand awareness.
- You want to drive more conversions.
- You want to reach a broader audience
Different types of video campaigns:
A campaign type within a campaign type. It may seem a bit complicated, but it doesn't have to be. You simply choose the right type depending on your goals:
- Video Action Campaigns: Want to get more conversions? Then this is the right choice.
- Video Reach Campaigns: You might guess by the name – choose this for reach. But there are even more choices here. A type within a type within a type. Hooray! Choose between short bumper ads, skippable in-stream ads, or non-skippable in-stream ads.
- Video Ad Sequence: If you want to increase awareness of your product or service through a multi-step story, then you should choose this option.
What are app campaigns?
App campaigns help you gain new users, re-engage existing ones, or boost in-app purchases. These campaigns pull data from your app and optimize automatically across Google Search, Play Store, YouTube, and more.
When to choose app campaigns:
- You want to increase app installs or reactivations.
- You want to boost engagement or in-app purchases.
- You want a low-maintenance way to advertise across multiple channels.
- You’re promoting an app before launch (via pre-registration).
Types of app campaigns
App campaigns also have campaign subtypes to choose from:
- App installs: Choose this if you want to get more people to download your app.
- App engagement: Get existing users to perform specific actions in your app.
- App Pre-Registration Campaign : Are you launching a new app and want to attract pre-registration? Then this is the right choice for you.
What is Performance Max?
Performance Max is a goal-based campaign type that gives you access to Google’s entire network in one campaign. It uses AI to optimize toward your goals – like sales or leads – across Search, Display, YouTube, Discover, Gmail, and Maps.
How does performance max work?
- Define goals and assets:
You start by specifying your campaign goal (e.g., sales, leads, store visits) and upload high-quality ad assets like text, images, and videos.
- AI takes over:
Google Ads AI analyzes your assets and audiences to automatically find the best placements and maximize your results.
- Real-time optimization:
The AI continuously optimizes your campaigns and captures more conversion opportunities.
Who is Performance Max suitable for?
This campaign type is perfect for those who want to reach more customers without having to manage each channel in detail. It's a smooth way to scale up your advertising with automation. Keep in mind that high-quality ad assets, such as images or videos, are essential for Performance Max to work effectively.
Benefits of Performance Max
- You reach the entire Google network from one campaign.
- AI optimizes campaigns in real time.
- You will receive help in finding new, relevant target groups.
- Smart insights report shows you how to improve your campaign.
Why should I choose Performance Max?
- You want to maximize your reach.
- You want more conversions.
- You have a clear goal, like sales or leads.
- You want to save time and let AI do the optimization for you.
We help you optimize your campaigns
Which campaign type you choose simply depends on what you want to achieve. Dare to experiment, combine different types and let Google Ads work smart for you. Want help getting started? Get in touch with us!
