Google Ads is Google’s advertising network that lets companies reach people on all of Google’s websites and apps. Targeted campaigns can improve traffic, leads, brand exposure, and revenue with numerous ad formats and networks.

If you don’t know, what are the different types of Google ads for marketing purposes? This article will talk about the main kinds of Google Ads and how they can be used to make your digital marketing plan more effective.

9 Types of Google Ads for Marketing

Search Ads


Search ads


Google Search ads are text-based ads above or below search results. Your text ad can be displayed alongside organic search results for business-related keywords or phrases. Search advertisements let you target buyers by keyword.

If you sell running shoes, your ad may display when someone searches for “running shoes” or “comfortable sneakers for jogging”.

Search advertisements let you reach people who are looking for your products or services. It indicates significant buying intent. Search advertising requires keyword research, conversion-optimized copy, and performance tracking.

Display Ads


Display Ads


Google Display Network (GDN) ads are visual ads that appear on third-party websites and apps across the Google Display Network. The network includes over 2 million websites and reaches 90% of internet users worldwide.

Display ads allow you to place image, video, and text ads across this network to increase brand awareness and reach new audiences. For example, if you sell beauty products, your google ads can appear on fashion and lifestyle sites read by your target demographic.

You can target display ads based on user interests, demographics, behavior, and more. It makes display advertising ideal for brand building. Make sure to test different images, headlines, and placements to optimize performance.

Shopping Ads


Google Shopping


Google Shopping ads showcase your product images and prices directly within Google search results. They are designed to help people discover new places to purchase products they are searching for.

Customers can click on your shopping ad to view images, pricing, and additional details about the products you offer for sale. It makes shopping ads perfect for direct response.

To start showing shopping ads, you need to set up a Google Merchant Center account and submit your product feed. It allows you to control which products appear in ads and ensures accurate pricing and inventory.

Carefully developed product titles and competitive pricing help drive clicks and conversions from shopping ads.

Video Ads


Video Ads


Google video ads can help you capture attention with sight, sound, and motion. You can create video ads to appear before, during, or after YouTube videos, on partner websites in the Google Display Network, and even on Google search.

Types of video ads include:

  • Pre-roll ads – Appear before YouTube videos
  • Mid-roll ads – Appear during YouTube videos
  • Post-roll ads – Show up after YouTube videos
  • Bumper ads – Short, unskippable 6-second videos
  • Social media influencer ads that showcase products

The most effective video ads tell a story focused on one key brand message or product benefit. Video allows you to demonstrate your product in use and develop an emotional connection with viewers.

App Ads

App ads allow developers to promote their mobile apps across Google’s display network and app publishing platforms.

There are a few main types of app ads you can create:

  • App discovery ads – Get your app to show up in Play Store searches
  • Engagement ads – Encourage users to open or re-engage with your app
  • Install ads – Drive new app downloads
  • Re-engagement ads – Bring lapsed users back into your app

Well-targeted app ads are critical for user acquisition and retention. Make sure to highlight your app’s key features, value proposition, and great reviews to convince users to download.

Discovery Ads


Discovery Ads


Google Discovery ads showcase a variety of products in a visually engaging carousel format. The aggregated feeds appear within Gmail, Discover, and other Google services.

Discovery campaigns work well for categories like fashion, beauty, electronics, furniture, books and more. You submit a product feed with images, pricing, and descriptions. Google’s algorithms determine which products to display for each user.

The benefit of Discovery campaigns is they introduce new shoppers to your brand while they are browsing content. The ads link directly to your online store for easy purchases. Focus on showcasing your most eye-catching and affordable products.

Local Services Ads

Local service ads enable businesses that provide professional home, automotive, and personal services to advertise directly to customers in their geographic region. Service providers can promote offers, pricing information, images, and contact info.

Consumers searching for local services like “plumbers near me” or “carpet cleaning services close by” will see relevant ads alongside local search results. Customers can easily call or get driving directions right from the ad.

By optimizing your Google Business Profile and bidding on relevant search terms, local service ads make it simple for nearby customers to hire you when they need your area of expertise.

Performance Max Ads


Performance max ads


Google’s Performance Max campaigns utilize machine learning to optimize ad delivery across multiple Google channels. Your ads can appear on Google search, YouTube, Gmail, Discover, and more – whichever placements drive the best conversions.

As Google gathers more data, Performance Max automatically shifts the budget to better-performing networks and ad types while dialing back underperformers. It simplifies campaign management, avoiding the need to juggle budgets across search, display, and other channels.

Any business digital marketing objective – sales, leads, traffic, or app installs – can benefit from a Performance Max approach. Be sure to accurately set up conversion tracking before creating your first campaign.

Smart Ads

Smart campaigns use Google Ads automated bidding and ad placements to show ads suited to each user. You provide Google with information regarding your goals, budget, and target audience; and Google handles the rest.

Benefits include ease of management without needing to select keywords or placements. And Google aims to maximize performance from your budget using advanced machine learning capabilities.

Smart campaigns suit fairly simple goals like getting more store visits, phone calls, or app downloads from local audiences. Expect to do minimal monitoring outside of tracking overall campaign analytics.


Figuring out which Google Ads formats to invest in can be challenging. But you need to know what are the different types of Google ads for marketing. With the options like, search, display, shopping, video, and other types of Google ads, small businesses can develop an effective paid advertising strategy.

Test different ad types, target based on your goals, and optimize over time for the best returns. With a systematic approach, Google Ads can drive impressive growth.