Choose the right campaign type

Google Ads begins with a goal and a campaign.

You'll choose a campaign type based on your marketing goals, brand strategy and how much time you’re able to invest.

This article helps you select the right campaign type to meet your advertising needs.

1. Search campaigns | Text ads on search results

Search campaigns let you reach people while they’re searching on Google for the products and services you offer.

It's great for driving sales, leads or traffic to your website, as you can show your ads to customers actively searching for your products and services.

Why choose search

  • Sales and leads: Boost your online sales and sign-ups. Consider using leads if you have a longer sales cycle.
  • Easy setup: Write text ads and pick keywords. No special files or assets needed. Try Smart campaigns for an even easier setup.
  • Highly specific targeting: Reach people actively searching for what you offer.


2. Display campaigns | Image ads on websites

Display campaigns let you reach people with visually engaging ads as they browse across millions of websites and apps. Display is a great way to expand the reach of your search campaigns to other parts of the web.

Display also allows you to follow up with remarketing ads to new and existing customers.

Why choose display

  • Sales and leads: Use visually engaging calls-to-action to drive sales and sign-ups.
  • Awareness and consideration: Create memorable ads to make people aware of your brand or consider your product.
  • Expand your reach: Expand your reach beyond search results to target people browsing websites and apps.
  • Remarketing: Follow up with people who’ve already seen your ads or visited your site.

Types of display campaigns

Choose from 3 types of display campaigns:

  • Smart display: Simplify your campaign setup to save time and optimise for conversions.
  • Standard display: Get more control over targeting, bidding, budgets and ad creation.
  • Gmail campaigns: Engage users in the 'Promotions' and 'Social' tabs of their Gmail inbox.

Good to know

It's helpful to use an image editing tool to create square and landscape versions of your display ad in the right dimensions and file size.


3. Video campaigns | Video ads on YouTube

Video campaigns let you show video ads on YouTube and other websites.

Some video campaign types can help you boost general awareness of your brand. Others are designed to drive conversions or get people to shop on your website.

Why choose video

  • Awareness and consideration: Use video ads to make people aware of your brand or consider buying your product.
  • Sales and leads: To set up action-focused video ads, you’ll use the 'Drive conversions' campaign subtype.
  • Expand your reach: Expand your reach beyond search results to target people on YouTube.
  • Remarketing: Follow up with people who’ve already seen your ads or visited your site.

Types of video campaigns

Choose from 9 types of video campaigns:

  • Drive conversions: Drive sales and leads with action-focused ads and targeting.
  • Custom video campaign: Customise your settings with different ad types.
  • Skippable in-stream: Drive awareness with skippable ads.
  • Non-skippable in-stream: Drive awareness with 15-second non-skippable ads.
  • Bumper: Drive awareness with 6-second non-skippable ads.
  • Outstream: Tailor your video ads to phones and tablets.
  • Influence consideration: Get people to consider your product with skippable or Discovery ads.
  • Ad sequence: Tell a story with a series of video ads in a sequence.

Good to know

You'll first need to create your video ad and upload it to YouTube.


4. Shopping campaigns | Product listings on Google

Shopping campaigns are ideal if you’re a retailer looking to sell your product inventory. Shopping ads appear on search results and the Google Shopping tab.

Shop owners can also use local inventory ads to promote products available at your physical locations.

Why choose Shopping

  • Retail marketing: Use visually engaging product listings to promote your retail products.
  • Sales and leads: Get people to buy on your online store or sign up for more.
  • Boost a nearby shopfront: Sell your local shop inventory to nearby customers.

Good to know

To create a Shopping campaign, you'll first need to have a Merchant Center account where you can upload your product inventory.


5. App campaigns | Promote your app on many channels

App campaigns help you find new app users and increase sales within your app.

This campaign type uses info from your app to automatically optimise ads across search, Play, YouTube, Discover, and over 3 million sites and apps.

Why choose app

  • App promotion: Drive installs, engagements and sign-ups for your app on mobile devices.
  • Multi-channel marketing: One campaign will show your app on search, Display, Play and YouTube.
  • Easy setup and management: Targeting, bidding and ad creation are all automated for optimal performance.

Types of app campaigns

If your account is eligible, you may see 2 app campaign subtypes:

  • App installs: Focus your ads on getting people to download your app.
  • App engagement: Get existing users to take actions in your app.


6. Local campaigns | Promote locations on many channels

Local campaigns help you bring people to your physical shops and venues.

Your ads will be automatically optimised to appear across search, Display, Google Maps and YouTube.

Why choose Local

  • In-person shop sales: Use online ads to promote your inventory and bring shoppers into your physical shops.
  • Promote offers and events: Advertise in-store events and local promotions.
  • Detailed location info: Help people find your business address and hours.
  • Multi-channel marketing: One campaign will show your ads on search, Display, Maps and YouTube.

Good to know

To access Local campaigns, you’ll need to have active location extensions or affiliate location extensions in your account or have a Google My Business account connected to Google Ads.


7. Smart campaigns | Automate your campaigns

Smart campaigns are the easiest way to get your ads up and running.

Enter your business, create a few ads and Google finds the best targeting to get you the most for your time and money.

Why choose Smart

  • Sales and leads: Increase sales and sign-ups for your products and services.
  • Easy setup: Enter your business info, create a few ads and Google will automate your campaign.
  • Advanced optimisation: Google optimises your ads and targeting for you.

Good to know

If you recently created a new account at, you’ll likely be using the Smart mode version of Google Ads and all your campaigns will be Smart campaigns.


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