Google Ads is not one thing. It is a set of campaign types, each built for a different goal and a different place in the customer journey. Pick the right one and your budget works hard; pick the wrong one and you pay for clicks that never convert. This guide explains every type of Google Ads campaign in 2026, what each does, who it suits, and how to choose.
Quick answer: The main types of Google Ads are Search (text ads for high-intent searches), Performance Max (AI-run across all Google channels), Shopping (product listings for ecommerce), Display (visual ads across websites), Video (YouTube ads), Demand Gen (visual ads in feeds like YouTube, Discover, and Gmail), App (app installs), Smart (simplified automation for small businesses), and Local Services Ads (pay-per-lead for service businesses). Choose by your goal: leads, sales, awareness, or app installs.
Google Ads campaign types at a glance
|
Campaign type |
Format |
Main goal |
Best for |
|
Search |
Text ads on results |
High-intent leads and sales |
Capturing existing demand |
|
Performance Max |
All channels (AI-run) |
Conversions across Google |
Scaling with good data |
|
Shopping |
Product listings |
Ecommerce sales |
Online stores |
|
Display |
Image banners |
Awareness, remarketing |
Brand visibility |
|
Video (YouTube) |
Video |
Reach and consideration |
Storytelling, awareness |
|
Demand Gen |
Visual, in-feed |
Demand creation |
Social-style discovery |
|
App |
Across Google |
App installs and engagement |
Mobile apps |
|
Smart |
Automated |
Simple results for SMEs |
Beginners, small budgets |
|
Local Services Ads |
Pay-per-lead |
Service enquiries and calls |
Local service businesses |
The types of Google Ads, explained
1. Search campaigns
Search ads are text ads that appear at the top of Google’s results when someone searches a keyword you target. They reach people at the exact moment of intent, when they are actively looking for what you sell, which makes them the highest-converting type for most businesses. Search is where most SMEs start. Best for: leads, calls, bookings, and sales from high-intent searches. Run through a Google Ads agency or PPC service.
2. Performance Max campaigns
Performance Max (PMax) is Google’s AI-run campaign type. From one campaign, it serves ads across Search, Shopping, Display, YouTube, Gmail, Maps, and Discover, using your assets, audience signals, and Smart Bidding. It rewards good conversion data and strong creative, and it is powerful for scaling, though it gives you less manual control. See our guide to Performance Max and AI Max. Best for: ecommerce and lead generation with reliable tracking, wanting reach across all of Google.
3. Display Ads
Display ads are visual banners shown across the Google Display Network of millions of websites and apps. They reach people while they browse, so they are strong for awareness and for remarketing to past visitors, at a low cost per impression. See what display advertising is and the Google Display Network. Best for: brand awareness and remarketing.
4. Shopping campaigns
Shopping ads show your product with an image, price, and store name directly in the results and the Shopping tab. They are driven by your product feed rather than keywords, so feed quality decides performance. For any online store, Shopping is essential. See Google Shopping Ads. Best for: ecommerce stores promoting products.
5. Video Ads (Youtube)
Video campaigns run ads on YouTube, in-stream before or during videos, and in feeds. They are built for reach, storytelling, and consideration, letting you show and explain in a way text cannot. Best for: awareness, brand building, and consideration at scale.
6. Demand Gen campaigns
Demand Gen is Google’s visual, social-style campaign type, replacing the older Discovery campaigns. It serves image and video ads in feeds like YouTube, Discover, and Gmail, and it is designed to create demand among people who are not searching yet, similar to social ads. It suits brands with strong visual creative. Best for: top-of-funnel demand creation with visual content.
7. App campaigns
App campaigns promote a mobile app across Search, Play, YouTube, Display, and Discover from one campaign, optimised for installs or in-app actions. You supply assets and a budget, and Google handles placement. Best for: driving app installs and engagement.
8. Smart campaigns
Smart campaigns are a simplified, highly automated option for small businesses with limited time. You set a goal and budget, and Google largely runs it for you. They trade control for simplicity, which suits beginners but limits optimisation. Best for: very small businesses wanting a simple, hands-off start.
9. Local Services Ads (LSAs)
Local Services Ads are a separate product for service businesses (plumbers, cleaners, clinics, and similar). They appear at the very top of relevant local searches, often with a Google Guaranteed badge, and you pay per lead rather than per click. They are powerful for local service demand. Best for: local service businesses wanting pay-per-lead enquiries and calls.
(Note: the old Local campaigns for store visits have been folded into Performance Max, so store-visit goals now run through PMax.)
Which type of Google Ads is right for you?
Match the campaign to your goal:
- You want leads or sales from people searching now: Search, plus Performance Max to scale.
- You run an online store: Shopping and Performance Max, with Search for branded and high-intent terms.
- You want awareness and to stay visible: Display and Video, with Demand Gen for visual reach.
- You want to bring back visitors who did not buy: Display remarketing.
- You promote an app: App campaigns.
- You are a local service business: Local Services Ads, plus Search.
- You are a very small business wanting simple: Smart campaigns to start, then graduate to Search.
Most businesses run more than one type. A common setup is Search to capture demand, Shopping or PMax to scale sales, and Display or Video to build awareness and remarket.
How much do the different types cost?
You do not pay per campaign type; you pay per click (or per lead for LSAs), and cost depends on competition and your industry. Search tends to have the highest cost per click because intent is highest, while Display and Video are cheaper per interaction. Set a budget you can sustain for at least a few weeks so campaigns can gather data and optimise. See our full guide to Google Ads cost. Eligible SMEs can offset up to 50% of qualifying costs through the PSG grant.
How to split budget across campaign types
There is no fixed formula, but a sensible approach: start with the type that captures existing demand (Search or Shopping), prove it works, then add awareness and remarketing (Display, Video, Demand Gen) once you have conversion data. Feed that data into Performance Max to scale. Judge every type on cost per lead or ROAS, and move budget to what performs.
Frequently asked questions
What are the main types of Google Ads?
Search, Performance Max, Shopping, Display, Video (YouTube), Demand Gen, App, Smart, and Local Services Ads. Each targets a different goal and stage of the customer journey.
Which type of Google Ads is best?
It depends on your goal. Search is best for high-intent leads and sales, Shopping and Performance Max for ecommerce, Display and Video for awareness, and Local Services Ads for local service businesses. Most brands use a combination.
What is the difference between Search and Performance Max?
Search gives you keyword and bid control for high-intent queries. Performance Max is AI-run across all Google channels and trades control for reach. Many advertisers run both.
What replaced Discovery campaigns?
Demand Gen campaigns replaced Discovery. They serve visual, social-style ads across YouTube, Discover, and Gmail.
How much do Google Ads cost in Singapore?
You pay per click, and cost varies by industry and competition. Most SMEs budget from around S$1,000 per month plus a management fee. PSG can offset up to 50% for eligible SMEs.
Can I run more than one Google Ads campaign type?
Yes, and most businesses should. A common mix is Search to capture demand, Shopping or Performance Max to scale, and Display or Video for awareness and remarketing.
Get the right Google Ads mix for your business
Choosing and running the right campaign types is where budgets are won or lost. If you want Google Ads set up and optimised around your goals, talk to MediaPlus Digital. Explore our Google Ads agency, PPC services, and Google Shopping services, with PSG support for eligible SMEs.
