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.
April 4, 202614 min read
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.
The definitive guide to Performance Max campaigns — asset groups, audience signals, brand exclusions, budget allocation, and AI-powered optimization strategies for 2026.
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Brand awareness at scale (you want people to see your brand)
Remarketing to people who visited your site but did not convert
Very low budget (Display CPCs are 5-10x cheaper than Search)
You have strong visual assets (images, banners)
Average performance
CPC: $0.20-$1.00. CTR: 0.5-1%. Conversion rate: 0.5-1%. Cheap clicks but much lower intent than Search.
3. Shopping Campaigns
Shopping campaigns show product listings with images, prices, and store name directly in search results and the Shopping tab. They require a Google Merchant Center account with a product feed.
When to use Shopping
You sell physical products online (ecommerce)
You have a product feed in Google Merchant Center
You want to show product images and prices directly in search
Average performance
CPC: $0.30-$1.50. CTR: 1-3%. Conversion rate: 2-4%. Excellent ROI for ecommerce because users see the product and price before clicking.
4. Video Campaigns (YouTube)
Video campaigns run ads on YouTube and across Google video partners. Formats include skippable in-stream, non-skippable, bumper (6 seconds), in-feed, and Shorts ads.
When to use Video
Brand awareness and storytelling
Launching a new product
Reaching younger demographics (YouTube is the #2 search engine)
You have quality video content (even 15-30 second clips work)
Average performance
Cost per view: $0.01-$0.03. CPC (for click-based objectives): $0.10-$0.50. Great for reach but lower direct conversion rates than Search.
5. Performance Max Campaigns
Performance Max (PMax) is Google's fully-automated campaign type that runs ads across ALL Google properties: Search, Display, YouTube, Gmail, Discover, and Maps. You provide creative assets and conversion goals; Google's AI does the rest.
When to use PMax
You have strong conversion tracking and 30+ conversions/month
You want to reach users across all Google channels with one campaign
You are comfortable giving Google full control over targeting and bidding
Ecommerce with product feeds (PMax replaced Smart Shopping)
When NOT to use PMax
You have limited conversion data (PMax needs data to optimize)
You want full control over which keywords trigger your ads
Your budget is very small (PMax needs enough budget to test across channels)
Demand Gen (formerly Discovery Ads) shows visually-rich ads on YouTube Home, YouTube Shorts, Discover feed, and Gmail. It is designed for mid-funnel engagement with audiences who have not searched for you yet.
When to use Demand Gen
You have compelling visual/video content
You want to reach new audiences based on interests and behavior
You are running top/mid-funnel campaigns for awareness or consideration
You want lookalike audiences based on your existing customers
Average performance
CPC: $0.50-$2.00. Lower intent than Search but higher engagement than Display. Best for building audiences that you later remarket to with Search campaigns.
7. App Campaigns
App campaigns promote mobile app installs and in-app actions across Search, Play Store, YouTube, Display, and Discover. They are fully automated; you provide text, images, and a budget.
When to use App
Only if you have a mobile app and want downloads or in-app conversions. Not relevant for most businesses.
8. Local Campaigns
Local campaigns promote physical store locations across Search, Maps, Display, and YouTube. They are designed to drive foot traffic and in-store visits.
When to use Local
Restaurants, retail stores, service businesses with physical locations. You need a Google Business Profile linked to your Ads account.
Which Campaign Type Should You Start With?
For most businesses, start with Search campaigns. They give you the most control, the highest-intent traffic, and the clearest ROI. Once Search is profitable, expand to Display (for remarketing), then consider PMax or Shopping (for ecommerce).
Start: Search campaigns targeting your highest-intent keywords
Add: Display remarketing to recapture visitors who did not convert
Scale: PMax if you have 30+ monthly conversions, or Shopping for ecommerce
Expand: YouTube/Demand Gen for top-of-funnel awareness
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