8 Types of Google Ads Campaigns Explained: Which One to Use (2026 Guide)
Every Google Ads campaign type explained with pros, cons, and when to use each. Search, Display, Shopping, Video, Performance Max, Demand Gen, App, and Local campaigns compared.
Google Ads offers 8 different campaign types, each designed for a different goal. Choosing the wrong one is one of the most expensive mistakes in paid advertising, because you will pay for clicks that never had a chance of converting.
This guide explains every campaign type, when to use each, and how to decide based on your business goals and budget.
Quick Comparison: All 8 Campaign Types
Before diving into details, here is a summary to help you decide quickly:
- Search: best for high-intent buyers actively searching for your product/service
- Display: best for brand awareness and remarketing at low cost
- Shopping: best for ecommerce products with a feed
- Video (YouTube): best for brand storytelling and reaching large audiences
- Performance Max: best for automated, cross-channel campaigns with conversion data
- Demand Gen: best for visually-driven discovery on YouTube, Gmail, and Discover
- App: best for mobile app installs and engagement
- Local: best for driving foot traffic to physical stores
1. Search Campaigns
Search campaigns show text ads at the top and bottom of Google search results when someone searches for your keywords. This is the most common and often the most effective campaign type because the user has clear intent.
When to use Search
- You sell a product/service people actively search for
- You want high-intent, bottom-of-funnel traffic
- You have a clear keyword list
- Your budget is limited (Search gives the best ROI per dollar for most businesses)
Average performance
CPC: $1-$5 for most industries. CTR: 3-6%. Conversion rate: 3-5%. Search is expensive per click but converts the best.
2. Display Campaigns
Display campaigns show image/banner ads across Google's network of 2+ million websites, apps, and YouTube. They reach users while they browse, not while they search.
When to use Display
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