Google Ads spans several campaign types, each suited to a different stage of the buying journey. Here is a plain-language guide to the main formats and where each one earns its keep.
Text ads shown on Google's results page when someone searches a relevant query. This is demand capture — reaching people who are actively looking right now.
Best for: lead generation, services, and products with clear search demand.
A goal-driven campaign that serves across Search, Display, YouTube, Gmail, Discover and Maps from a single setup, guided by Google's automation and the signals you provide.
Best for: accounts with solid tracking and clear conversion goals that want broad reach.
Product listings with image, price and store name, powered by a Google Merchant Center feed. Ideal for showing the right product to shoppers comparing options.
Best for: e-commerce retailers with a product catalogue.
Image and responsive ads shown across the Google Display Network — millions of websites and apps. Best used to build awareness and re-engage past visitors.
Best for: brand building and remarketing to warm audiences.
Video ads on YouTube and partners — skippable in-stream, in-feed and short formats. Useful for storytelling, demand generation and reaching audiences at scale.
Best for: brand storytelling and upper-funnel demand.
Demand Gen places visual ads across YouTube, Discover and Gmail to spark interest. App campaigns automate promotion of mobile apps across Google's surfaces to drive installs and in-app actions.
Best for: visual demand creation, and app developers seeking installs or engagement.
We do not start from a favourite channel. We start from your objective, margins and data — then select and combine the campaign types that fit. Often the answer is a small, focused mix rather than everything at once.
Share your goal and budget and we will suggest where to focus first — clearly and without overselling.
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