Quick answer: Google Ads has several campaign types, each for a different goal and placement: Search ads (text ads on Google results), Display ads (visual ads across websites and apps), Shopping ads (product listings), Video ads (on YouTube), Demand Gen (visual ads across YouTube, Discover, and Gmail, now including Display inventory), App ads (to drive installs), and Performance Max (automated across all Google channels). Choosing the right type depends on whether you want demand capture, awareness, sales, or app installs.
The main types of Google Ads
1. Search ads
Text ads that appear on Google’s search results when someone searches a keyword. Highest intent, because the person is actively looking. Best for capturing demand and generating leads or sales. See what is PPC.
2. Display ads
Visual (image) ads shown across the Google Display Network, millions of websites and apps. Lower intent, best for brand awareness and remarketing.
3. Shopping ads
Product listings with image, price, and store name, shown on Search and the Shopping tab. Essential for ecommerce. See our Google Shopping optimisation guide.
4. Video ads
Ads on YouTube (and video partners), skippable, non-skippable, bumper, and in-feed. Best for awareness, consideration, and storytelling.
5. Demand Gen
Visual and video ads across YouTube, Discover, and Gmail, designed to create demand with engaging creative. As of 2026, Google Display inventory now runs inside Demand Gen (standalone Display campaigns are being retired).
6. App campaigns
Automated ads across Search, Play, YouTube, and Display to drive app installs and in-app actions.
7. Performance Max
A single automated campaign that runs across all Google channels (Search, YouTube, Display, Gmail, Maps, Discover), optimising with AI toward your goal. Best for cross-channel conversion scale. See AI Max vs Performance Max.
Comparison: which type for which goal
|
Type |
Placement |
Best for |
|
Search |
Google results |
Demand capture, leads, sales |
|
Display |
Websites, apps |
Awareness, remarketing |
|
Shopping |
Search, Shopping tab |
Ecommerce product sales |
|
Video |
YouTube |
Awareness, consideration |
|
Demand Gen |
YouTube, Discover, Gmail (+ Display) |
Demand creation, visual reach |
|
App |
Search, Play, YouTube, Display |
App installs |
|
Performance Max |
All Google channels |
Cross-channel conversions at scale |
How to choose the right Google Ads type
- Capturing existing demand? Start with Search (and Shopping for ecommerce).
- Building awareness? Use Video and Display / Demand Gen.
- Scaling conversions across channels? Use Performance Max.
- Promoting an app? Use App campaigns. Most advertisers combine types: Search to capture intent, plus Video/Demand Gen or PMax for reach and scale.
Frequently asked questions
What are the types of Google Ads?
Search, Display, Shopping, Video, Demand Gen, App, and Performance Max campaigns, each for a different goal and placement.
Which Google Ads type is best?
It depends on your goal: Search for high-intent leads and sales, Shopping for ecommerce, Video and Display for awareness, Performance Max for cross-channel scale.
What is the difference between Search and Display ads?
Search ads are text ads shown when someone searches a keyword (high intent); Display ads are visual ads shown while people browse other sites (awareness and remarketing).
Is Google Display still a separate campaign type?
As of 2026, standalone Display campaigns are being retired; Display inventory now runs inside Demand Gen campaigns.
How much do Google Ads cost in Malaysia?
It varies by industry and competition. See our Google Ads price in Malaysia guide.
The bottom line
Google Ads is not one thing, it is a set of campaign types for different goals: Search and Shopping to capture demand, Video and Demand Gen for awareness, App campaigns for installs, and Performance Max to scale across everything. Match the type to your goal, and combine them for a full-funnel strategy.
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