List of 22 Google Ads Types with Clear Usage Guide

Every business has different advertising needs, goals, and budgets. Google Ads offers many ad types to help businesses reach customers effectively. Choosing the right Google ad type saves money, improves results, and supports steady business growth.

Trying every Google ad type without planning can waste budget and time. Understanding each Google Ads type helps businesses choose the right campaign for better performance.

This informative article explains all 22 types of Google Ads, including how they work, who should use them, and their benefits.

How Many Types of Google Ads Are There?

Many people ask how many Google Ads types exist today. The answer depends on how campaigns and formats are counted.

Google Ads has nine main campaign types, and each campaign includes different ad formats. When combined, there are 22 total Google ad types available for advertisers.

Complete List of 22 Types of Google Ads

Google Ads offers many ad formats to meet different business goals. Each ad type serves a specific purpose, audience, and marketing objective. Understanding these ad types helps businesses choose the right advertising strategy.

Below is the complete list of all 22 Google ad types currently available:

Google Search Ad Types

Search Ads
Responsive Search Ads
Call-Only Ads
Dynamic Search Ads

Google Display Ad Types

Single Image Display Ads
Responsive Display Ads

Google Video Ad Types

Skippable In-Stream Video Ads
Non-Skippable In-Stream Video Ads
In-Feed Video Ads
Bumper Ads
Outstream Video Ads
Masthead Video Ads

Google Shopping Ad Types

Product Shopping Ads
Local Inventory Shopping Ads

Google Performance and Automation Ad Types

Performance Max Ads
Smart Search Ads
Smart Display Ads

Google App Ad Types

App Install Ads
App Engagement Ads
App Pre-Registration Ads

Google Discovery and Local Ad Types

Discovery Ads
Local Campaign Ads
Local Services Ads

1. Google Search Campaigns

What Are Google Search Ads?

Search ads are text-based ads that appear on Google search results pages. These ads show when users search for specific keywords.

How Search Ads Work?

Advertisers bid on keywords related to their products or services. Google shows ads based on relevance, bid amount, and ad quality.

Who Should Use Search Ads?

Search ads work best for businesses wanting leads, calls, or direct sales. They target users with strong buying intent.

Types of Google Search Ads

Responsive Search Ads

Responsive search ads use multiple headlines and descriptions. Google combines them to show the best performing version.

Best for: Businesses wanting flexible ads with better performance over time.

Call-Only Ads

Call ads show a phone number instead of a website link. Users can call directly from search results.

Best for: Service businesses focusing on phone calls and inquiries.

Dynamic Search Ads

Dynamic search ads use website content to create ads automatically. Google matches searches with relevant website pages.

Best for: Businesses with large websites and many products or services.

Pros and Cons of Search Ads

Pros:

High intent traffic brings better conversion chances.

Easy setup and fast visibility in search results.

Cons:

High competition increases cost per click.

Limited creativity due to text-only format.

2. Google Display Campaigns

What Are Display Ads?

Display ads are image-based ads shown on websites across the Google Display Network.

How Display Ads Work?

Display campaigns target audiences, topics, placements, and interests instead of keywords.

Who Should Use Display Ads?

Display ads suit businesses focusing on brand awareness and remarketing.

Types of Google Display Ads

Single Image Display Ads

These are static banner ads uploaded by advertisers.

Responsive Display Ads

Responsive display ads adjust images and text automatically for placements.

Pros and Cons of Display Ads

Pros:

Lower cost compared to search ads.

Strong visual impact for brand visibility.

Cons:

Lower click-through rates compared to search ads.

Conversion tracking can be challenging.

3. Google Video Campaigns

What Are Video Ads?

Video ads appear on YouTube and Google partner websites.

How Video Ads Work?

Advertisers target audiences and placements using video content.

Who Should Use Video Ads?

Video ads suit businesses wanting awareness, engagement, and emotional storytelling.

Types of Google Video Ads

Skippable In-Stream Ads appear before or during videos.

Non-Skippable In-Stream Ads force full viewing up to fifteen seconds.

In-Feed Video Ads appear in YouTube search and suggestions.

Bumper Ads are short six-second non-skippable ads.

Outstream Ads play silently on mobile partner websites.

Masthead Ads appear on YouTube homepage through reservation.

Pros and Cons of Video Ads

Pros:

High engagement and emotional connection.

Multiple formats for different marketing goals.

Cons:

Video production needs time and budget.

High competition on YouTube placements.

4. Google Shopping Campaigns

What Are Shopping Ads?

Shopping ads display product images, prices, and store names in search results.

How Shopping Ads Work?

Shopping campaigns use product data from Google Merchant Center.

Who Should Use Shopping Ads?

Shopping ads work best for ecommerce and retail businesses.

Types of Google Shopping Ads

Product Shopping Ads

These ads show product images with price and details.

Local Inventory Ads

These ads show nearby store inventory availability.

Pros and Cons of Shopping Ads

Pros:

Visual ads attract high buying intent users.

Appear on search and shopping tabs.

Cons:

Requires product feed optimization.

No direct keyword targeting control.

5. Google Smart Campaigns

What Are Smart Ads?

Smart campaigns are automated ads managed mostly by Google.

How Smart Ads Work?

Advertisers provide basic business details and goals. Google handles targeting and placements.

Who Should Use Smart Ads?

Smart ads suit beginners or busy business owners with limited time.

Pros and Cons of Smart Ads

Pros:

Easy setup and minimal management.

Cons:

Limited control over targeting and optimization.

6. Google Performance Max Campaigns

What Are Performance Max Ads?

Performance Max campaigns show ads across all Google networks from one campaign.

How Performance Max Works

Advertisers provide assets and conversion goals. Google uses machine learning for optimization.

Who Should Use Performance Max?

Performance Max suits ecommerce businesses with clear conversion tracking.

Pros and Cons of Performance Max

Pros:

Access to all Google placements.

Strong automation for performance improvement.

Cons:

Requires higher daily budget.

Less transparency and manual control.

7. Google Discovery Campaigns

What Are Discovery Ads?

Discovery ads appear in Google feeds like YouTube, Gmail, and Discover.

Who Should Use Discovery Ads?

Discovery ads suit businesses wanting to reach new audiences visually.

Pros and Cons of Discovery Ads

Pros:

Large reach across Google feeds.

Cons:

Limited placement control.

8. Google Local Campaigns

What are Google Local Campaigns?

Google Local campaigns help businesses promote physical locations to nearby customers. These ads focus on increasing store visits, calls, and direction requests.

How Google Local Campaigns Work?

Local campaigns use your Google Business Profile information for promotion. Ads appear automatically across Google Search, Google Maps, YouTube, Gmail, and Display Network.

Who Should Use Google Local Campaigns?

Local campaigns are useful for businesses with physical stores or service areas. Retail stores, restaurants, salons, clinics, and service providers benefit the most.

Important Update About Local Campaigns

Google is slowly replacing Local campaigns with Performance Max for store goals. Existing Local campaigns are upgraded automatically in many accounts.

Pros of Google Local Campaigns

Easy setup with minimal management required

Strong local visibility across multiple Google platforms

Useful for driving store visits and local inquiries

Cons

Limited control over ad placements and formats

Gradually replaced by Performance Max campaigns

Best Alternative for Local Businesses

Local businesses should consider Local Services Ads or Local Inventory Shopping Ads. These options provide better control and clear lead tracking.

9. Google Local Services Ads

What Are Local Services Ads?

Local Services Ads appear at the top of search results for services.

Types of Local Services Ads

Google Guaranteed Ads for home services.

Google Screened Ads for professional services.

Pros and Cons of Local Services Ads

Pros:

Pay only for leads.

High trust badges improve credibility.

Cons:

Requires strong reviews to remain active.

Choosing the Right Google Ad Type

There is no single best Google ad type for every business. Each business has different goals, budgets, and audiences.

A balanced Google Ads strategy uses multiple campaign types. Testing different ads helps find what works best over time.

Start small, track performance, and scale campaigns gradually. Focus on clear goals and avoid rushing into complex campaigns.

Ending Words

Google Ads offers powerful tools for reaching customers at different stages. Understanding all 22 Google ad types helps businesses choose wisely.

Using the right Google Ads campaigns improves visibility, traffic, and conversions. With planning and testing, Google Ads can support steady and lasting business growth.