Unlocking Growth: A Google Specialist's Guide to the Different Types of Google Ads (And Which Ones Might Be Right for You)

In the ever-evolving world of digital marketing, one constant remains: Google Ads is a powerhouse. With billions of searches made daily, businesses that harness Google Ads effectively often find themselves with a serious edge over their competitors. But here's the challenge—most businesses only scratch the surface of what the platform can actually do.

As a certified Google Ads consultant who's worked with brands ranging from lean startups to multi-location enterprises, I’ve seen firsthand how choosing the right type of Google Ad can make or break a campaign. So let’s break it down.

Search Ads – The Digital Front Door

When someone’s actively searching for a product or service, Search Ads are your golden ticket. These text-based ads appear above or below Google’s organic results and are excellent for capturing high-intent traffic.

Perfect for: Service-based businesses, local professionals, SaaS companies businesses or anyone offering a solution people are already Googling.

💡 Pro Tip: If you’ve ever said “We just need to show up when people search,” Search Ads are where you should start.

Display Ads – The Digital Billboard

Display Ads are image-based ads that appear across Google’s Display Network—think blogs, news sites, apps, and more. These are great for brand awareness or staying top-of-mind with previous visitors (hello, retargeting).

Perfect for: E-commerce brands, lifestyle products, apps, and businesses looking to build awareness in a visual way.

💡 Pro Tip: Display is often underused or misused—when targeted correctly, it can be shockingly cost-effective.

Video Ads – Captivate on YouTube

If your audience is on YouTube (and spoiler alert: they are), video ads are your chance to engage them in a more immersive way. From skippable ads to bumper ads, there’s a format for nearly every budget and goal.

Perfect for: Brands with engaging stories, product demos, or emotional hooks. Also ideal for remarketing and brand lift campaigns.

💡 Pro Tip: Even short-form videos can generate outsized results—if you know how to structure them correctly.

Shopping Ads – Your Product on Page One

If you sell physical products, Shopping Ads are a no-brainer. They showcase your product image, price, and name—right at the top of search results.

Perfect for: E-commerce and retail brands of any size. (I’ve seen one-person Shopify stores crush it with the right setup.)

💡 Pro Tip; The real magic happens when Shopping campaigns are paired with feed optimization and smart bidding strategies. Which... just so happens to be something I help clients with.

Performance Max – The AI Powerhouse

Performance Max is Google’s newest campaign type and a bit of a game-changer. It uses machine learning to serve your ads across all Google channels (Search, Display, YouTube, Gmail, and Maps) from a single campaign.

Perfect for: Advertisers with clear conversion goals and enough data to feed Google’s algorithms.

💡 Pro Tip: It’s incredibly powerful, but notoriously opaque. If you're unsure how to wrangle it to work for your specific business goals—well, that’s where a good consultant comes in.

App Campaigns – Fuel Your Downloads

Have a mobile app? Google Ads can help promote it across Google Search, Play Store, YouTube, and within other apps.

Perfect for: App developers, startups, or SaaS tools with mobile extensions.

💡 Pro Tip: Optimization here hinges on creative testing and event tracking—another area where experienced guidance pays off.

Final Thoughts (And a Not-So-Subtle Suggestion)

Google Ads offers more than just “set it and forget it” opportunities. It’s a vast, evolving ecosystem. But the truth is, most businesses aren’t using it to its full potential—not because they don’t want to, but because they don’t know how.

That’s where I come in, and other specialists like me.