Choose an ad format

The text ads that appear alongside Google search results are just one type of ad format that you can create with Google Ads. You can also promote your products and services with video ads, image ads, app or digital content ads, and more.

Each ad format has its own benefits, whether it's the ease and affordability of running a text ad or the colourful storytelling that comes with video. You can run multiple kinds of ads from the same Google Ads account and, in some cases, from the same campaign.

Ad formats available in a Google Ads account

Format

Description

Main benefits

Text

Words only.*

Ad format chart: Text ad

Maintain ads quickly and easily. Reach customers when they search on Google. Use Ad extensions to provide additional details and contact information that can make your text ads more relevant to customers.
Responsive

Responsive ads automatically adjust their size, appearance and format to fit available ad spaces. They can transform into text or image ads.

Ad format chart: responsive ad

In a matter of minutes, create ads that fit just about any ad space available. Plus, responsive ads can show as native ads, which boost your impact by blending into publisher’s websites.
Image

Static or interactive graphics. Animated ads in .gif and Flash format can be used.

Ad format chart: Image ad

Showcase your product or service visually. Reach customers on websites that partner with Google.
App promotion ads

Drive app downloads and engagement with app promotion ads.

Ad format chart: App promotions ad

Send your customers to download your app from an app store, or include a deep link directly into your app. Reach customers when they search on Google (including Google Play), and on websites and apps that partner with Google. Note: Ads will appear only on devices compatible with your content.
Video

Video ads that show online. Run standalone video ads or insert them in streaming video content.

Ad format chart: Video ad

Deliver a rich and engaging experience to customers. Reach customers on websites that partner with Google.
Product Shopping ads

Shopping ads show users a photo of your product, a title, price, shop name and more details about your product.

Ad format chart: Product Shopping ads

Show an ad featuring your product to people shopping online for that product or related products. 
Showcase Shopping ads

An image and description that expands when clicked to show several related products and information about the store.

Ad format chart: Showcase Shopping ads

Show a Shopping ad to people who are researching where to buy rather than looking to buy a specific product.
 

Showcase Shopping ads are available in these countries:

Australia flag

Australia

Brazil flag

Brazil

Canada flag

Canada

Germany flag

Germany

France

France

Hong Kong

Hong Kong

Ireland

Ireland

India

India

Indonesia

Indonesia

Malaysia

Malaysia

Netherlands flag

Netherlands

New Zealand flag

New Zealand

The Philippines

Philippines

Singapore

Singapore

South Africa

South Africa

Sweden

Sweden

Taiwan

Taiwan

United Arab Emirates

United Arab Emirates

United Kingdom

United Kingdom

United States

United States

   

You may create Showcase Shopping ads using Google Ads and the Google Ads API (AdWords API). If you want to advertise individual products, check out Product Shopping ads.

Call-only ads Ad format chart: Call ads Drive phone calls to your business with ads that include your phone number. People can click these ads and then call your business directly. These ads will only appear on devices that can make phone calls, and any field in these ads can be hidden to fit on smaller screens.
 

* Text ads might look different on the Display Network.

Campaign types and ad formats

The ad formats available to you depend on your campaign type (Search Network only, Display Network only, Search Network with Display Select) and campaign sub-type (e.g. Standard or All features). Find out more about the different campaign types available.

Mobile ads and campaigns

Some campaign types only show ads on mobile, such as app promotion campaigns and call-only campaigns. To see how these ads appear to customers on the move, find out more about the different types of mobile ads.

Here you can see which ad formats are available with each campaign type.

Campaign Type

Text ad

Image ad

App promotion ad

Shopping Ad

Dynamic Search Ad

Video ad

Call-only ad

Search Network with Display Select – Standard Green_Checkmark red x mark red x mark red x mark red x mark red x mark red x mark
Search Network with Display Select – All features Green_Checkmark Green_Checkmark Green_Checkmark Green_Checkmark Green_Checkmark red x mark red x mark
Search Network only – Call-only red x mark red x mark red x mark red x mark red x mark red x mark Green_Checkmark
Search Network only – Mobile app installs red x mark red x mark Green_Checkmark red x mark red x mark red x mark red x mark
Search Network only – Standard Green_Checkmark red x mark red x mark red x mark red x mark red x mark red x mark
Search Network only – All features Green_Checkmark red x mark red x mark Green_Checkmark Green_Checkmark red x mark red x mark
Search Network only – Dynamic search ads red x mark red x mark red x mark red x mark Green_Checkmark red x mark red x mark
Display Network only – All features Green_Checkmark Green_Checkmark red x mark red x mark red x mark Green_Checkmark red x mark
Display Network only - Marketing objectives > Install your mobile app red x mark red x mark Green_Checkmark red x mark red x mark red x mark red x mark
Display Network only - Marketing objectives > Buy on your website Green_Checkmark Green_Checkmark red x mark red x mark red x mark Green_Checkmark red x mark
Bear in mind

If you select 'Search Network with Display Select – All features' or any of the 'Display Network only' campaign types, then you’ll have access to the Ad gallery, an ad-creation tool. However, the actual ad formats available to you in the Ad gallery will depend on the specific campaign type that you select. Find out more about the Ad gallery.

Steps to choose an ad format

  1. Select the campaign and ad group in which you want to create your new ad.
  2. Click the Ads tab.
  3. Click the + Ad drop-down button.
  4. Choose the format of the ad that you'd like to create and complete the instructions specific to that ad format.
  5. Click Save ad.

After you've saved your ad, you should see your new ad listed under the Ads tab. However, ads may not run until they have been reviewed or approved, which can take seconds or days depending on the format.

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