Google Ads, formerly Google AdWords, is an online advertising platform developed by Google. It allows businesses to place ads on Google’s search engine results page (SERP), YouTube, and millions of other websites on Google’s advertising network.

Google Ads employs the pay-per-click (PPC) monetization model. Under Google PPC, advertising businesses bid on specific keywords and pay publishers for every click their ad receives.

There are several Google Ads types available for businesses to choose from, each with its unique features and benefits. There are 21 Google Ads types grouped into 9 categories: Search Ads, Display Ads, Video Ads, Shopping Ads, App Ads, Discovery Campaigns, Smart Campaigns, Local Service Ads, and Performance Max (PMax) Campaigns.

The 21 Types of Google Ads Are: 

Search Ads

  1. Responsive Search Ads (RSAs)
  2. Dynamic Search Ads (DSAs)
  3. Call ads

Display Ads

  1. Single-image display ads
  2. Responsive Display Ads (RDAs)

Video Ads

  1. Bumper ads
  2. In-stream ads (Skippable)
  3. In-stream ads (Non-skippable)
  4. In-feed video ads
  5. Outstream ads
  6. Masthead ads

Google Shopping Ads

  1. Product Shopping ads
  2. Local inventory ads

Google Smart Ads

  1. Smart ads

Google Performance Max (PMax) Ads

  1. Performance Max (PMax) ads

Google Ads App Campaigns

  1. App install campaigns
  2. App engagement campaigns
  3. App pre-registration campaigns

Google Ads Discovery Campaigns

  1. Discovery campaigns

Google Local Service Ads (LSAs)

  1. Google Guaranteed LSAs
  2. Google Screened LSAs

How Google Ads are Categorized

Google offers advertisers more than 20 ways to launch ad campaigns. Each type of Google ad belongs to a different category based on the campaign type. For instance, while there are 6 different types of video ads, they all belong to the same category of Google video ad campaigns.

1. Search Ads

Search ads are the most common type of Google Ads. Google displays Search Ads at the top or bottom of its search engine results page (SERP) for users searching for specific keywords or phrases. These ads are created using text-based ads with a headline, two description lines, and a display URL.

Advertisers bid on specific keywords, and Google displays the ad when a user searches for those keywords. Search ads are a great way to target potential customers who are already searching for products or services similar to those offered by your business. They are also cost-effective since you only pay when someone clicks on your ad.

Pros of Google Search Ads
1. High Intent Traffic
2. Targeted Advertising
3. Measurable Results
Cons of Google Search Ads
1. Cost
2. Competition
3. Ad Fatigue

Why choose search ad campaigns:

There are several reasons why businesses might choose to run Search Ad campaigns on Google Ads. Here are some of the most common:

  • Attracting high-intent traffic. Google Search Ads are shown to users actively searching for a particular product or service. This means the traffic generated from these ads is typically high-intent and more likely to convert into leads and customers.
  • Precise audience targeting. Google Search Ads allow businesses to target specific keywords related to their products or services. These ads can also target audiences in specific geographic locations, languages, and device types. This level of targeting can result in higher conversion rates and a better ROI.
  • Detailed analytics and insights. Google Search Ads provide comprehensive analytics and reporting, allowing businesses to track their ad performance and adjust their campaigns accordingly. This transparency and measurability make optimizing campaigns easier and generate better results.
  • High flexibility. Google Search Ads offer flexibility regarding budget, ad copy, and creativity. Advertisers can adjust their campaigns in real time based on performance data and experiment with different ad formats and targeting options.
  • Fast traffic and lead generation. Unlike other forms of digital marketing that can take weeks or even months to see results, Google Search Ads can generate traffic and leads almost immediately. It is an attractive solution for businesses looking to boost their online visibility and generate new business as quickly as possible.

Types of Search Ads

From call-only ads to dynamic search ads, various options are available for advertisers looking to increase their online visibility and generate new leads.

1. Call ads (Call-only ads)

  • Estimated Cost: $5-$10 per click
  • Target Audience: Users searching for businesses on their mobile devices and looking to reach the business directly.
  • For Target Owners (Business owners): Call-only ads are an excellent option for businesses that rely on phone calls as a primary source of leads and conversions.

These ads are designed for mobile users who want to call a business directly. They are a good option for businesses that rely on phone calls as a primary source of leads and conversions.

2. Dynamic Search Ads (DSAs)

  • Estimated Cost: $1-$2 per click
  • Target Audience: Users searching for specific products or services related to the content on a business’s website.
  • For Target Owners (Business owners): DSAs are suitable for businesses operating a large, content-rich website, as manually creating keyword lists for every page can be difficult and time-consuming.

A Dynamic Search Ad (DSA) automatically generates headlines and landing pages based on the content of a business’s website. DSAs are a good option for companies with large websites and a lot of content.

3. Responsive Search Ads (RSAs)

  • Estimated Cost: $1-$2 per click
  • Target Audience: Users searching for specific keywords related to a business’s product or service.
  • For Target Owners (Business owners): RSAs can create multiple ad variations automatically, making them excellent for businesses looking to save time and effort.

Responsive Search Ads (RSAs) automatically create variations of the same ad using different headlines and descriptions. They are a good option for businesses that want to save time and effort in ad creation.

2. Display Ad Campaigns

A display ad campaign is a form of online advertising that allows businesses to place visual ads on various websites. These ads can appear as static images, animated GIFs, or videos. Each can be targeted to specific audiences based on measurable factors and criteria, such as demographics, interests, and browsing behavior.

Pros of Google Display Ad Campaigns
1. Increased Brand Awareness
2. Targeted Advertising
3. Cost-Effective
Cons of Google Display Ad Campaigns
1. Display ads can be ignored or overlooked by users
2. Display ads can be susceptible to ad fraud
3. Display ads rely on third-party websites to display the ad

Why choose display ad campaigns:

  • Increased Brand Awareness: Display ads can help businesses increase their brand awareness through visual elements of their brand identity, such as logos, names, products, or colors. They are ideal for informing audiences of the existence of a brand across multiple websites. Display ads can be particularly beneficial for businesses that have just entered the market or are trying to establish themselves in a competitive industry.
  • Targeted Advertising: Display ads allow businesses to target specific audiences based on demographics, interests, and browsing behavior. This level of targeting can result in higher conversion rates and a better return on investment (ROI).
  • Cost-Effective: Display ads are among the most cost-effective advertising solutions, especially compared to other, more traditional advertising media like print or TV. Businesses can set their budgets and bid on ad space, making controlling ad campaign costs easier and avoiding overspending.

Types of Display Ad Campaigns

Running a display ad campaign is a powerful way for businesses to increase their online visibility and reach new audiences. There are several different types of display ad campaigns, each with its unique features and benefits. The list of Google display ad solutions includes:

4. Single-image Display Ads

  • Estimated Cost: $0.10-$2.00 per click
  • Target Audience: Users who are browsing websites that are relevant to a business’s product or service.
  • For Target Owners (Business owners): Single-image display ads are a good option for businesses that want to showcase their products or services with a visually appealing image.

A single-image display ad is the simplest type of display ad. These campaigns display simple, static images targeting users browsing websites relevant to the advertiser’s product or service.

5. Responsive Display Ads (RDAs): 

  • Estimated Cost: $0.10-$2.00 per click
  • Target Audience: Users who are browsing websites that are relevant to a business’s product or service.
  • For Target Owners (Business owners): RDAs are suitable for businesses looking for a cost-effective solution to create multiple ads from a bank of existing assets.

RDAs are designed to pull content from a bank of uploaded assets, such as images, text-based descriptions, logos, headlines, or video content. Google then automatically generates arrays of ads in various sizes and display formats using these assets. Like single-image ads, RDAs target users browsing websites relevant to the advertiser’s sector.

3. Video Ad Campaigns

Video ads are a popular form of online advertising, allowing businesses to showcase their products or services in a video format. These ads can be placed on various platforms, including YouTube, social media, and websites.

Pros of Google Video Ad Campaigns
1. High Engagement
2. Increased Brand Awareness
3. Measurable Results
Cons of Google Video Ad Campaigns
1. High Production Costs
2. Ad Skipping
3. Limited Attention Span

Why choose video ad campaigns:

Businesses may choose to run video ad campaigns for several reasons, including:

  • Increased Engagement: Video ads are highly engaging and can capture a viewer’s attention more effectively than other forms of advertising. This can result in higher conversion rates and a better return on investment (ROI).
  • Increased Brand Awareness: Video ads are ideal for showcasing a product or service dynamically and engagingly. The video format can help businesses increase brand awareness and reach new audiences efficiently.
  • Highly Targeted Advertising: Video ads can target specific audiences based on demographics, interests, and browsing behavior. This level of targeting can result in higher conversion rates and a better ROI.
  • Measurable Results: Video ads provide detailed analytics and reporting, allowing businesses to track their ad performance and adjust their campaigns for better results. This can help businesses optimize their advertising spend and achieve a better ROI.

Types of Video Ad Campaigns

Video ads are a powerful way for businesses to increase online visibility and engage with their target audience. Various options are available to companies looking to run video ad campaigns, from in-stream ads to out-stream ads.

6. Bumper Ads:

  • Estimated Cost: $0.05-$0.15 per view
  • Target Audience: Users watching shorter videos, such as YouTube videos or social media stories.
  • For Target Owners (Business owners): Bumper ads are a good option for businesses that want to convey a concise message to their target audience, such as a new product launch or promotion.

A bumper ad delivers an engaging message to viewers in a short period, typically five to six seconds. They are non-skippable and are best suited for promoting a quick message or product offering.

7. In-feed Video Ads: 

  • Estimated Cost: $0.10-$0.30 per view
  • Target Audience: Users browsing social media feeds or other video content feeds.
  • For Target Owners (Business owners): In-feed video ads are suitable for businesses that want to reach a broad audience with engaging video content that fits seamlessly into the user’s browsing experience.

In-feed video ads are displayed within social media feeds or other content feeds that can play video. They are designed to fit seamlessly into the user’s browsing experience and can effectively reach broad audiences, as they can appear on any user’s feed.

8. In-stream Ads, Skippable: 

  • Estimated Cost: $0.10-$0.30 per view
  • Target Audience: Users watching longer-form video content, such as YouTube videos or streaming TV shows.
  • For Target Owners (Business owners): Skippable in-stream ads are a good option for businesses that want to reach a captive audience with a longer message but also want to preserve user experience by offering the option to skip the ad after a certain amount of time.

In-stream ads display the ad creative inside existing video content. They may play at the beginning (pre-roll), in the middle (mid-roll), or at the end of a video (end-roll).

Skippable in-stream ads let viewers skip the ad after a short period (typically five seconds) has passed. They are best suited for businesses that want to reach a high-intent audience with a longer message while preserving user experience and convenience.

9. In-stream Ads, Non-skippable: 

  • Estimated Cost: $0.10-$0.30 per view
  • Target Audience: Users watching longer-form video content, such as YouTube videos or streaming TV shows.
  • For Target Owners (Business owners): Non-skippable in-stream ads are a good option for businesses that want to ensure the viewer sees their message. They trade some user experience for the guarantee of visibility.

Non-skippable in-stream ads are displayed the same way as their skippable counterpart. The only difference is the lack of a skip button, which ensures viewers see the ad to the end. While this option is ideal for boosting visibility, it can harm user experience, as viewers tend to find non-skippable ads intrusive or annoying.

10. Masthead Ads: 

  • Estimated Cost: Varies based on platform and ad placement
  • Target Audience: Users browsing YouTube or other video-sharing platforms.
  • For Target Owners (Business owners): Masthead ads are a high-impact option for businesses that want to promote a major campaign or product launch.

Masthead ads are high-impact ad creatives displayed prominently on video-sharing platforms like YouTube. While masthead ad campaigns are more expensive than other video ads, they can provide significant exposure to a large audience and are best suited for promoting major campaigns or product launches.

11. Out-stream Ads: 

  • Estimated Cost: $0.10-$0.30 per view
  • Target Audience: Users browsing websites across the internet with video content embedded within the page.
  • For Target Owners (Business owners): Outstream ads are suitable for businesses that want to reach a broad audience across the Internet with engaging video content.

An out-stream ad appears in embedded video players on various websites. Viewers must typically manually unmute the video or manually click “play,” making them slightly less effective at reaching audiences. However, they are less expensive than in-stream ads and can be a more cost-effective solution. They are best suited for businesses that want to reach a broad audience with engaging video content outside standard video-sharing platforms.

4. Google Shopping Ad Campaigns

Google Shopping is a platform that allows businesses to showcase their products in a visually engaging way to potential customers who are searching for those products. Google Shopping campaigns can help businesses increase visibility and drive traffic to their website or online store.

Pros of Google Shopping Ad Campaigns
1. Increased Online Visibility
2. Targeted Advertising
3. Increased Sales and Conversions
Cons of Google Shopping Ad Campaigns
1. Competitive Bidding
2. Limited Control
3. Upfront Investment

Why choose Google Shopping ad campaigns:

Businesses may choose to run Google Shopping campaigns for several reasons, including:

  • Increased Online Visibility: Google Shopping campaigns allow businesses to showcase their products in a visually engaging way to potential customers who are actively searching for those products. This capability can increase a business’s online visibility and drive traffic to a website or an online store.
  • Targeted Advertising: Google Shopping campaigns offer high-precision targeting options, allowing advertisers to reach specific audiences based on demographics, interests, and browsing behavior. This level of targeting can result in higher conversion rates and a better return on investment (ROI).
  • Increased Sales and Conversions: Visually engaging product showcases allow businesses to boost sales and increase their conversion rates. Google Shopping campaigns are an efficient solution for promoting specific products or collections of products to potential customers.
  • Detailed eCommerce Analytics: Google Shopping campaigns provide detailed analytics and reporting data specifically tuned for eCommerce. They allow businesses to track eCommerce-specific performance and adjust their campaigns accordingly. This can help businesses optimize their ad spend as accurately as possible and achieve a better ROI.
  • Cost-Effectiveness: Google Shopping campaigns can be a cost-effective way for businesses to promote their products online, as they only pay when a user clicks on their ad. This benefit can result in a better ROI than other advertising forms.

Types of Google Shopping Ad Campaigns

There are several types of Google Shopping campaigns, each with unique features and benefits. Here is the list of Google Shopping ad campaigns:

12. Product Shopping ads: 

  • Estimated Cost: $0.20-$2.
  • Target Audience: Product Shopping Ads target specific audiences based on demographics, interests, and browsing behavior.
  • For Target Owners (Business owners): Product Shopping Ads can help increase online visibility and drive sales by showcasing products to potential customers actively searching for those products.

A Product Shopping ad allows businesses to showcase one or multiple products within Google search results. This type of ad can display product details, images, prices, and other relevant information. Each Product Shopping ad can target specific audiences based on demographics, interests, and browsing behavior.

13. Local Inventory Ads: 

  • Estimated Cost: $0.30-$1.50.
  • Target Audience: Local Inventory ads can help businesses promote their in-store inventory to nearby customers searching for specific products.
  • For Target Owners (Business owners): Local Inventory Ads can help businesses drive foot traffic to their physical locations and increase sales by promoting in-store inventory.

Google Local Inventory ads allow businesses to promote inventory in brick-and-mortar stores to nearby customers searching for specific products. They are an ideal option for businesses that primarily rely on sales from physical locations.

5. App Campaigns

An App Campaign is a Google Ads solution for businesses looking to promote their mobile apps to potential users across Google’s network of platforms. App Campaigns can reach audiences on Search, YouTube, and the Google Play Store. They employ machine learning (ML) technology to optimize ad delivery and targeting based on user behavior and engagement with the app.

Pros of App Campaigns
1. Increased App Installs
2. Targeted Advertising
3. Measurable Results
Cons of App Campaigns
1. Limited Control
2. High Competition
3. App Quality

Why choose App campaigns:

Businesses may run Google Ads App campaigns for several reasons, including:

  • Increased App Installs: Businesses running an App campaign benefit from increased app installs and user base growth. These ad campaigns leverage Google’s platforms, such as Search, YouTube, and the Google Play Store, to reach audiences and attract new users.
  • Targeted Advertising: Like other types of Google ad campaigns, a business running an App campaign can target specific audiences based on demographics, interests, and browsing behavior. This level of targeting can result in higher app installs and a better return on investment (ROI).
  • Measurable Results: App campaigns provide detailed information and reports using mobile-optimized analytics suites. These solutions are ideal for tracking ad performance and adjusting campaigns on the fly to improve performance, optimize ad spend, and achieve a better ROI.
  • Cost-Effective: App campaigns can be a cost-effective way for businesses to promote their app, as they only pay when a user installs or engages with the promoted app. This method typically results in a better ROI than other advertising forms.
  • Automatic Optimization: App campaigns use machine learning to optimize ad delivery and targeting based on user behavior and engagement with the app. This feature functions automatically, helps businesses reach potential users at scale, and increase their chances of driving app installs and engagement.

Types of App Campaigns

Businesses can launch several types of App campaigns on Google Ads, including:

14. App Install Campaigns: 

  • Estimated Cost: $0.50-$3.
  • Target Audience: App Install Campaigns can target specific audiences based on demographics, interests, and browsing behavior.
  • For Target Owners (Business owners): App Install Campaigns can help increase app installs by promoting the app to potential users across Google’s network of platforms.

An App Install Campaign is specifically designed to boost the number of app installs, making it ideal for growing the app’s user base. This campaign type promotes the app through Google’s network and encourages users to visit the app’s Play Store page.

Businesses can set a target cost per install, and Google’s machine learning technology will automatically optimize ad delivery and targeting to achieve the best results. Additionally, businesses can use deep linking to direct users to specific content within the app, such as a product page or a promotion.

15. App Engagement Campaigns: 

  • Estimated Cost: $0.10-$1.
  • Target Audience: App Engagement Campaigns target specific audiences based on demographics, interests, and user behavior within the app.
  • For Target Owners (Business owners): App Engagement Campaigns can help businesses increase user engagement and retention by promoting the app to users who have already installed it.

App Engagement Campaigns are best suited for boosting engagement rates with an existing user base. This campaign type promotes the app to existing users and is intended to showcase new features, time-limited content, or other updates of interest for your app’s user base.

Businesses can use various ad formats, such as interstitials or video ads, to promote new features or content within the app. Additionally, businesses can set a target cost per engagement, and Google’s machine-learning technologies will optimize ad delivery and targeting based on user behavior within the app.

16. App Pre-registration Campaigns:

  • Estimated Cost: $0.50-$2.
  • Target Audience: App Pre-registration Campaigns target users who have shown an interest in the app but have yet to install it.
  • For Target Owners (Business owners): App Pre-registration Campaigns can help businesses generate buzz and anticipation for their app before it is officially launched.

These campaigns are ideal for businesses about to launch new apps. They are designed to generate buzz and anticipation for an app before its official launch.

Businesses can use various ad formats, such as video ads or playable ads, to showcase the app’s features and benefits. Additionally, businesses can set a target cost per pre-registration, and Google’s ML technology will optimize ad delivery and targeting based on user behavior and interests.

By leveraging these different types of Google Ads App campaigns, businesses can reach potential users at various stages of the app lifecycle and drive app installs, engagement, and retention.

6. Discovery Campaigns

A Discovery Campaign is designed to help businesses reach potential customers through feeds on various Google platforms, such as Discover, YouTube, and Gmail.

These campaigns use machine learning (ML) to deliver highly targeted ads to users based on their interests, behaviors, and intent.

Pros of Discovery Campaigns
1. Increased Reach
2. Highly Targeted Advertising
3. Engaging Ad Formats
Cons of Discovery Campaigns
1. Limited Control
2. Limited Ad Inventory
3. Learning Curve

Why choose Discovery campaigns:

Google Discovery ad campaigns offer businesses a range of benefits, including:

  • Increased Reach: Google Ads Discovery campaigns allow businesses to reach potential customers on the feed system of multiple Google platforms, including Discover, YouTube (including Home and Watch Next), and Gmail. They can help businesses expand their reach and connect with new audiences.
  • Highly Targeted Advertising: Google Ads Discovery campaigns are powered using machine learning (ML) and deliver highly targeted ads to users based on their interests, behaviors, and intent. This level of targeting can result in higher click-through rates (CTRs) and a better return on investment (ROI).
  • Engaging Ad Formats: Google Ads Discovery campaigns offer various engaging ad formats, including Discovery Ads, Carousel Ads, and Showcase Shopping Ads. These ad formats allow businesses to showcase their products and services in visually appealing and interactive ways.
  • Cost-Effective: Google Ads Discovery campaigns can be a cost-effective way for businesses to promote their products and services, as they only pay when a user clicks on their ad. This payment method results in better average ROI than other forms of advertising.
  • Automated Optimization: Google Ads Discovery campaigns use ML technologies to optimize ad delivery and targeting. These technologies automatically learn from user behavior and engagement patterns to optimize ad campaigns as efficiently and seamlessly as possible. The primary benefit for businesses is the possibility of reaching potential customers at scale and driving more conversions and sales.

Types of Discovery Ad Placements

The placement of a Discovery Ad depends on the context. Google’s machine learning (ML) algorithms detect the topics the viewer is interested in based on the content they are watching or following. It then displays a relevant ad automatically.

Discovery Ads may appear in the following Google networks:

  • Gmail: Discovery Ads displayed on Gmail appear in the Promotions and Social tabs, reaching users through their email inboxes.
  • YouTube: A Discovery Ad on YouTube may appear in two high-traffic parts of the site: the YouTube Home feed or the Watch Next feed.
  • Google Discover: Discovery Ads may also appear in a Google Discover user’s personalized feed.

According to Google, a business leveraging Google Discovery Ads may reach up to 3 billion potential customers monthly. The ads are visually appealing, may feature interactive content, and are designed to maximize engagement. Discovery campaigns can boost a business’s click-through rates (CTRs) and provide a high return on investment (ROI).

7. Google Smart Campaigns

A Google Smart Campaign is a unique ad campaign for small businesses. Google Smart Campaigns can help a business create and run highly-targeted ads across Google’s network using technologies powered by machine learning (ML).

Pros of Google Smart Campaigns
1. Easy Setup and Management
2. Targeted Advertising
3. Cost-Effective
Cons of Google Smart Campaigns
1. Limited Control
2. Limited Customization
3. Limited Scale

Why choose Google Smart Campaigns:

Smaller businesses choose Google Smart Campaigns for the following benefits:

  • Easy Setup and Management: Google Smart Campaigns are designed to be easy to set up and manage, even for businesses without much experience with digital advertising. The platform uses machine learning to automate ad delivery and targeting, letting business staff focus on core business operations.
  • Targeted Advertising: Google Smart Campaigns use machine learning to deliver highly targeted ads to potential customers based on their behavior and intent. These technologies help businesses achieve higher click-through rates (CTRs) and a better return on investment (ROI).
  • Cost-Effectiveness: Google Smart Campaigns are relatively inexpensive, helping small businesses promote their products and services efficiently. With Google Smart Campaigns, an advertising business only pays when a user clicks on their ad, boosting the return on investment (ROI).
  • Wide Range of Ad Formats: Google Smart Campaigns offer a comprehensive selection range of ad formats that may appear on Google Search, YouTube, Gmail, Maps, and other Google partners. These formats are an excellent way to reach potential customers across multiple platforms and create engagement with visually appealing ad creatives.

8. Google Local Service Ads (LSAs)

Google Local Service Ads (LSAs) are a type of ad campaign designed for local service businesses, such as plumbers, electricians, and cleaners. These ads appear at the top of Google search results when potential customers search for relevant services in their geographic area.

Pros of Google LSAs
1. Increased Visibility
2. Targeted Advertising
3. Credibility and Trust
Cons of Google LSAs
1. Limited Availability
2. Limited Control
3. Limited Customization

Why choose Google LSA campaigns:

Businesses focusing on providing local services use Google LSAs for these reasons:

  • Increased Visibility: A business’s Local Service Ads will appear at the top of Google search results when potential customers search for relevant products or services in its geographic area. This campaign type is ideal for informing local users of a local business’s existence, increasing its visibility and exposure, and helping them connect with more potential customers.
  • Targeted Advertising: Google Local Service Ads leverage Google targeting for ultra-local marketing. They are designed to reach highly targeted users searching for specific services in their local area. Google’s targeting capabilities help businesses boost click-through rates (CTRs) and returns on investment (ROI).
  • Credibility and Trust: Google Local Service Ads require businesses to complete a verification process and meet the platform’s quality standards. LSA-approved businesses are more credible and trustworthy, giving potential customers confidence when choosing their services.

Types of Google LSAs

The two types of Google Local Service Ads are:

17. Guaranteed LSAs: 

  • Estimated Cost: $5-$30
  • Target Audience: The target audience for Guaranteed LSAs is users in specific geographic locations who are searching for specific services.
  • For Target Owners (Business owners): By leveraging Guaranteed LSAs, businesses can increase their visibility and credibility on Google’s search results and generate more leads and customers. For business owners, Guaranteed LSAs offer a cost-effective way to promote their services and generate leads without paying for advertising that doesn’t result in actual business.

Guaranteed LSA ads appear at the top of Google search results and are reserved for businesses that meet certain eligibility requirements and have completed the verification process.

These ads are labeled as “Google Guaranteed” and offer a money-back guarantee for customers in case of unsatisfactory services. The estimated cost for Guaranteed LSAs varies depending on the industry and location.

18. Screened LSAs: 

  • Estimated Cost: $5-$30
  • Target Audience: The target audience for Screened LSAs is users in specific geographic locations who are searching for specific services.
  • For Target Owners (Business owners): By leveraging Screened LSAs, businesses can increase their visibility and credibility on Google’s search results and generate more leads and customers. For business owners, Screened LSAs offer a cost-effective way to promote their services and generate leads in a credible and trustworthy way.

Screened LSAs are designed for businesses that have completed the verification process and passed a background check.

These ads feature the “Google Screened” label, offering potential customers an additional layer of trust and credibility. Like their Guaranteed counterparts, the estimated costs of a Screened LSA campaign vary depending on the industry and location.

9. Google Performance Max (PMax) Campaigns

Google Performance Max (PMax) Campaigns are a type of ad campaign that uses machine learning (ML) and automation technologies to deliver ads across multiple Google platforms and networks.

PMax campaigns are designed to optimize performance and deliver the best results for advertising businesses by using various ad formats, including text, image, video, and app ads.

Pros of Google PMax Campaigns
1. Increased Efficiency
2. Cross-Platform Optimization
3. Ad Format Flexibility
Cons of Google PMax Campaigns
1. Learning Curve
2. Higher Costs
3. Limited Control

Why choose Google PMax campaigns:

Businesses that select Max Performance for their advertising needs benefit from the following:

  • Increased Efficiency: Performance Max leverages machine learning and automation to optimize ad performance and deliver the best results for advertising businesses. Advertising with PMax can help businesses save time and resources and improve the efficiency of their advertising efforts.
  • Cross-Platform Optimization: Google PMax Campaigns can deliver ads across multiple Google platforms and networks, including Search, Display, YouTube, and Gmail. This can increase the reach and visibility of businesses and help them connect with potential customers across multiple touchpoints.
  • Ad Format Flexibility: Google PMax Campaigns utilize a range of ad formats, including text, image, video, and app ads. This can provide businesses with flexibility in their advertising efforts and allow them to choose the ad format that best fits their goals and target audience.
  • Improved Targeting: Google PMax Campaigns use advanced targeting options, including demographic, geographic, and audience targeting, to help businesses connect with their ideal customers. This can improve the effectiveness of ad campaigns and increase the likelihood of generating high-quality leads and conversions.

What Are the Best Types of Google Ads?

The best types of Google Ads for a business depend on their goals, target audience, and advertising budget. By working with a Google Ads expert or conducting thorough research, businesses can identify the types of ads that will deliver the best results for their specific needs.

How to Run Ads on Google?

Follow these essential steps to run an ad campaign on Google.

  1. Set Up a Google Ads Account: Before running your first ads on Google, you must first create a Google Ads account. The process is relatively simple; provide Google with basic information about your business, such as your website URL, location, and contact details.
  2. Define Your Advertising Goals: After opening and setting up your account, you must define your advertising goals. This could include increasing website traffic, generating leads, or increasing sales.
  3. Choose Your Ad Campaign Type: There are many ways to advertise with Google. Choose one of the nine types of Google Ad campaigns: Search, Display, Video, Shopping, App, Discovery, Smart, and LSA. Choose the campaign type that best aligns with your advertising goals and target audience.
  4. Define Your Target Audience: To ensure your ads reach the right people, you must define your target audience. Targeting criteria include geographic locations, demographics, interests, and behaviors.
  5. Design Your Ad Creative: Once you have defined your target audience, you may design an ad creative for Google to use in your campaign. The types of creatives you’ll need depend on the campaign type. For instance, a Video campaign requires video ad content.
  6. Set Your Budget and Bidding Strategy: Each ad campaign requires setting a budget and a bidding strategy. For example, you’ll have to decide how much you are willing to pay per click, impression, or conversion.
  7. Launch Your Campaign: Once you have created and uploaded your creatives and decided your targeting, budget, and bidding strategies, you are ready to launch your campaign.
  8. Monitor and Optimize Your Campaign: To ensure your ads are performing well and delivering the best results, you must monitor your campaign regularly and make adjustments as needed. Use Google’s analytics suites to obtain the information needed to adjust and optimize your targeting, ad copy, or bidding strategy.

Running ads on Google can be a complex process. You may find it helpful to partner with a Google Ads expert or a digital advertising agency to ensure your campaigns are set up for success.

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FAQs

Which Google Ads type is the best?

There is no single best type of Google Ads for all businesses. The best type for your case depends on your specific advertising goals and target audience. Different types of Google Ads have their own strengths and weaknesses, making it critical to review the pros and cons of each and choose the type that best aligns with your business objectives.

Which campaign type would an advertiser use to target users searching on Google.com?

The campaign type that an advertiser would use to target users searching on Google.com is a Search campaign. This type of campaign allows businesses to place text-based ad creatives at the top of Google search results when users search for specific keywords or phrases related to their products or services. Search campaigns are an excellent option for businesses looking to reach users that actively search for their products or services on Google.