Google Ads: Ad Types & Campaign Goals

Google Ads Overview

In today’s dynamic digital landscape, advertising on Google has become an essential component of any successful marketing strategy. With it’s vast reach and powerful targeting capabilities, Google Ads offers a multitude of ad types along with different campaign goals that allow your business to effectively connect with it’s target audience.

From driving website traffic to boosting awareness and generating leads, the options are diverse and customizable. In this guide, we’ll explore the various ad types and ad campaign goals available on Google. My goal is that you feel empowered afterward to navigate this platform with great confidence and precision. Get ready to unlock the full potential of Google Ads so that you can propel your business toward greater success. Now let’s dive in!

Google Search Ads

Search ads allow advertisers to place targeted ads on Google’s Search engine results page. When someone searches for your particular keyword or phrase that you’ve set up in your campaign, your ad may appear above or below the organic search results. In other words, you may be able to reach different audiences who aren’t familiar with your brand or business yet, but this audience is aware of their solution and actively searching for a solution and a usually ready to make a buying decision. 

Google search ads work on a pay-per-click (PPC) basis, which means that you only pay when someone clicks on your ad. The cost-per-click can vary depending on various factors such as the competition for your keyword as well as other factors such as the quality of your ad and the relevance of your landing page to the customer.

Google Display Ads

Display ads allow you to place visual ads on various websites across the internet that are a part of the Google Display Network. The network consists of millions of websites, videos, and apps, and your display ad can appear in a variety of formats, including banners, videos, and interactive ads.

Like Google Search ads, Google Display ads work on a pay-per-click basis, which means that you only pay when someone clicks on your ad. The CPC for your display ads can vary depending on the competition for that particular placement at that certain point in time.

Google Shopping Ads

Google Shopping Ads are a specific type of ad format offered by Google Ads to advertisers who sell products online. These ads appear in the Google Search results and Google Shopping results pages, as well as other partner websites, displaying a thumbnail image of the product, along with its title, price, and store name. 

When customers click on a shopping ad, they’re taken to a Google-hosted product detail page featuring more information about the product, along with additional purchase and marketing options. Advertisers can use shopping ads to showcase their products to users who are searching for them, with the aim of attracting more clicks and conversions. (sales)

To create shopping ads, advertisers must first set up a Google Merchant Center account and have their products verified and approved by Google. Then, they can use the Google Ads platform to create Shopping campaigns, set bids, and target specific audiences and geographic locations. 

Google Video Ads

With Google Video Ads, you can promote your video content on YouTube and other Google Display Network partner sites. There are several types of video ads, including skippable and non-skippable, as well as bumper ads that are six seconds or shorter.

To create video ads, advertisers can use the Google Ads platform to create a video campaign, set targeting options, and select placements where their ads will appear. You can also track your ad performance through metrics such as view count, view rate, and engagement rate. 

Video ads can be an extremely effective way for a business to create brand awareness, engagement, and conversions using video content. If you’re interested in creating video ads, Google provides a range of resources and tutorials to help you get started, including the Google Ads help center and Google Academy for Ads.

Google Smart Ads

Smart ads refers to displays that use artificial intelligence (AI) and machine learning algorithms to optimize targeting, ad placement, and ad content in real-time based on user data. These ads can be used in both Search and Display campaigns, and are designed to help you reach audiences more effectively and efficiently. 

Smart ads are dynamic and responsive, with the ability to automatically adjust ad creative based on information such as user location, device, and browser history. They can also be targeted to specific demographics or interests using Google’s data-driven audience targeting.

Smart ads can also optimize ads in real-time using machine learning. This helps advertisers get the best possible return on investment (ROI) for their ad spend. This automation can save time and resources for advertisers and help them achieve better performance outcomes compared to manual optimization methods.

Google Discovery Ads

Discovery ads are a type of Google ad campaign that allows advertisers to display visually rich and immersive ads to potential customers as they explore content across the web. Discovery ads appear on YouTube, the Gmail Promotions and Social tabs, as well as the Google Discover tab on mobile devices.

Google Ads Campaign Goals

Before choosing which type of ad to run using Google’s extensive list of options above, you’ll choose a goal for your campaign. This signals to Google what it is you actually want to achieve as a result of running your campaign. 

Below are the goals that you can select within Google Ads.

1. Sales

The sales campaign goal allows you to drive sales online, in-app, over the phone, or in-store. 

  • Ad types available for sales: Search, Display, Shopping, Video, Smart, and Discovery

2. Leads

Get leads and other conversions by encouraging users to take action. 

  • Ad types available for leads: Search, Display, Shopping, Video, Smart, and Discovery

3. Website traffic

Get the right people to visit your website and encourage traffic to specific pages on your site.

  • Ad types available: Search, Display, Shopping, Video, and Discovery

4. Product & brand consideration

Encourage people to explore your products and services

  • Ad types available: Video

5. Brand awareness & reach

Reach a broad audience and build awareness.

  • Ad types available: Display, Video

6. App promotion

Get more installs, interactions, and pre-registrations with your app

  • Ad types available: App

7. Local store visits & promotions

Drive visits and foot traffic to your brick-and-mortar store, including restaurants and dealerships.

  • Ad types available: Local, LSAs (local search ads)


As we can see, Google’s advertising platform provides a plethora of ad types and campaign goals to suit the diverse needs of businesses in the digital landscape. Whether you’re looking to drive website traffic, boost brand awareness, generate leads, or increase sales, Google Ads offers a wide range of tools and features to help you achieve your marketing goals.

Remember, the key to successful advertising on Google lies not only in selecting the right ad type and campaign goal but also in continuously monitoring and optimizing your campaigns. Regularly analyze your performance metrics, tweak your targeting strategies, and refine your ad creatives to ensure you’re making the most of your advertising budget. 

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Thanks for reading, and we look forward to helping you achieve your marketing goals with Google Ads!

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