The 2025 Guide to Google Ads Campaign Types
Google Ads is one of the most powerful advertising platforms available, allowing businesses to reach targeted audiences and drive sales to your business fast. However, there are a lot of different campaign types, and the terminology around them can be confusing.
To get the most out of Google Ads, you need to understand the different types of campaigns on offer and how they can fit into your overall marketing strategy.
Whether you’re looking to increase brand awareness, drive sales, or generate leads, Google offers multiple campaign types tailored to different business needs. In this guide, we’ll explore all major Google Ads campaign types, their unique benefits, and how to choose the right one for your goals.
Types of Google Ads Campaigns
1. Search Campaigns: The Foundation of Google Ads
What are Search Ads?
Search campaigns are text-based ads that appear on Google’s search results page when users enter relevant keywords. These ads look similar to organic search results but are labeled as “Sponsored.”
Best for:
- Businesses looking for high-intent traffic
- Local businesses wanting instant visibility
- Lead generation & service-based businesses
Why Use It?
- Targets users actively searching for your products/services
- Provides high conversion rates compared to other ad types
- Works well with Google Ads for local business campaigns
Pro Tip: Tailor your landing page to fit your keywords and ad copy. As a rule of thumb, the closer you can match the ad copy and landing page copy, the better your conversion rate will be.
1.a AI Max (Optional AI Layer for Standard Search Campaigns)
What is AI Max?
AI Max is a set of AI-powered features inside standard Search campaigns, launched in mid‑2025. It’s not a new campaign type but a one-click opt-in that layers further automation onto your existing Search ad setup.
How AI Max Works:
- Search Term Matching: Blends broad match and keywordless AI to reach relevant queries beyond your the keywords in your campaign
- Text Customization: Dynamically generates headlines and descriptions based on user queries, landing page context, and your existing assets
- Final URL Expansion: Auto-routes users to the most appropriate landing page on your site for better relevance and conversions
Best For:
- Advertisers running Search campaigns wanting scalable AI optimization while retaining campaign-level control over keywords, bids, and structure
- Brands with sufficient conversion volume and clean first‑party data (e.g. ≥ 50 conversions per 30 days) for effective AI training
Why Use It?
- Unlocks incremental reach from queries you didn’t bid on
- Improves relevance via real-time ad copy and URL selection
2. Display Campaigns: Boost Brand Awareness + Retarget
What are Display Ads?
Display campaigns use visual banner ads to appear on websites, apps, and YouTube videos through the Google Display Network (GDN).
Best for:
- Brand awareness and visibility
- Reaching people before they search
- Retargeting website visitors
Why Use It?
- Expands brand presence across millions of websites
- Helps re-engage users who visited your site but didn’t convert
- Supports audience targeting, including affinity audiences in Google Ads
Pro Tip: Test animated HTML5 ads to make your display ads more engaging and ‘scroll-stopping’.
3. Shopping Campaigns: Perfect for E-commerce
What are Shopping Ads?
Google Shopping campaigns showcase product images, prices, and details in Google’s search results, helping users make informed purchase decisions.
Best for:
- E-commerce businesses
- Driving product sales directly from Google
- Stores with a large inventory
Why Use It?
- High-intent traffic from users already looking to buy
- Products appear on Google Search, Shopping tab, and Display Network
- Works well with Performance Max in Google Ads
Pro Tip: We’re biased, but use our Google Shopping campaigns guide to optimize product listings and get your Shopping campaigns firing on all cylinders.
4. Video Campaigns: Capture Attention on YouTube
What are Video Ads?
Video campaigns allow you to run ads on YouTube and partner video sites. These ads can appear before, during, or after videos, or as standalone promoted content.
Best for:
- Increasing brand awareness
- Showcasing products visually
- Engaging storytelling
Why Use It?
- High engagement rates compared to static ads
- Targets specific demographics & interests
- Supports skippable and non-skippable ads
Pro Tip: Combine Google Ads video campaigns with remarketing for better audience retention.
5. Discovery Campaigns: Unlocking New Audiences
What are Discovery Ads?
Discovery campaigns place ads in high-traffic Google properties like YouTube, Gmail, and the Google Discover feed.
Best for:
- Driving engagement from cold audiences
- Increasing product awareness
- Retargeting users with personalized content
Why Use It?
- Leverages Google’s AI to find users most likely to convert
- Supports high-quality, image-rich ads
- Works well alongside Google Shopping ads & Video campaigns
Pro Tip: Use Discovery campaigns in Google Ads with a mix of images, headlines, CTAs and offers to test what works best.
6. Performance Max Campaigns: The Future of Google Ads?
What is Performance Max?
Performance Max is a fully automated campaign type that runs ads across all Google channels: Search, Display, YouTube, Gmail, and Discover.
Best for:
- Businesses looking for multi-channel exposure
- E-commerce stores with Google Shopping integration
- Maximizing conversions with AI-powered automation
Why Use It?
- Uses machine learning to optimize bids and targeting
- Covers all major Google platforms in a single campaign
- Performance Max lead generation can improve ROI
Pro Tip: Read our Performance Max in Google Ads guide to understand how to optimize your campaigns.
7. App Campaigns: Driving Mobile App Installs
What are App Ads?
App campaigns promote mobile applications on Google Search, Play Store, YouTube, and the Display Network.
Best for:
- Startups and businesses with mobile apps
- Increasing app downloads and engagement
- User re-engagement campaigns
Why Use It?
- Google automates targeting and bidding for optimal results
- Ads appear in app-related search results and recommendations
- Supports App engagement campaigns for user retention
Pro Tip: Use custom in-app events for better conversion tracking.
8. Local Services Ads: The Best Option for Local Businesses
What are Local Services Ads?
Local Services Ads (LSAs) are pay-per-lead ads designed for local businesses like plumbers, electricians, and lawyers.
Best for:
- Small & local businesses
- Service-based industries
- Generating direct leads & calls
Why Use It?
- Appear at the top of Google Search results
- Users can directly contact businesses from the ad
- Uses Google Guarantee for credibility
Pro Tip: Combine Google search ads with LSAs for maximum local reach and lead flow.
How to Choose the Right Google Ads Campaign Type?
Not sure which campaign type fits your needs? Here’s a quick breakdown:
| Campaign Type | Best For |
|---|---|
| Search Ads (+ AI Max) | High-intent searches, lead generation, and service-based businesses |
| Display Ads | Brand awareness, retargeting, and visual engagement |
| Shopping Ads | E-commerce sales and product promotions |
| Video Ads | Brand storytelling and high-engagement content |
| Discovery Ads | Expanding reach and retargeting new audiences |
| Performance Max | Multi-channel campaigns using AI automation |
| App Ads | Mobile app downloads and engagement |
| Local Services Ads | Local businesses generating direct calls & leads |
Final Thoughts: Mastering Google Ads Campaign Types
Understanding the different types of Google Ads campaigns is crucial for creating an effective advertising strategy. Each campaign type serves a specific purpose, and the right combination can maximize ROI while reaching the right audience.
Need expert help setting up Google Ads campaigns? Work with a Google Ads agency to build a high-performing strategy.
Contact us today for a free consultation and strategy plan.