Basic Guide: Google Ads Campaign Types
(Search Campaign and Performance Max and more!)
As the Editor in Chief of the Editorial Staff here at GlowStar Digital, I’m here to help you choose the right Google Ads campaign type for your goal.
Let’s make some money. 💰
This guide was created to show you exactly which Google Ads campaign type should you use, and why.
You’ll learn what each Google Ads campaign type does, when to use it, and how it impacts conversions, budget, and return on ad spend.
You will know how to match campaign types to business goals like calls, leads, ecommerce sales, app installs, or local visibility, so you don’t waste a cent of ad spend.
Comparison Table
| Campaign type | Best for | Where ads show | When to use |
|---|---|---|---|
| Search | Leads and phone calls | Google Search results | Use when people are actively searching for what you sell. |
| Performance Max | Sales or leads at scale | Search, YouTube, Display, Gmail, Discover, Maps | Use when you have solid conversion tracking and creative assets. |
| Shopping | Ecommerce product sales | Search and Shopping placements | Use when you have a product feed in Merchant Center. |
| Display | Awareness and remarketing | Websites and apps | Use to stay in front of past visitors and build recognition. |
| Video | Awareness and demand | YouTube | Use to explain your offer and create interest before the click. |
| Demand Gen | Mid funnel engagement | Discover, Gmail, YouTube feeds | Use to reach new people with strong visuals and a clear offer. |
Search Campaigns
Search campaigns show text ads on the Google Search Engine Results Pages when users actively search for keywords related to your business.
When Should You Use Search Campaigns?
Use Search campaigns when your goal is high intent traffic, leads, or phone calls.
The average conversion rate for Google Ads Search campaigns is about 3.5%, more than double the rate of Performance Max campaigns. Over 41% of clicks go to the top three paid ads, making keyword prioritization and ad relevance critical.
How Search Campaigns Drive Results
Search campaigns rely on:
- Keyword targeting and exclusion
- Ad copy relevance
- Smart Bidding strategies like Target CPA or Maximize Conversions
With more than 80% of desktop searches happening on Google, Search campaigns remain the strongest option for capturing demand.
Performance Max Campaigns
Performance Max is a goal based campaign type that uses Google AI and machine learning to show ads across Search, YouTube, Display, Gmail, Discover, and Maps.
What Is Performance Max Best For?
Performance Max works best for purchase focused ecommerce, lead generation at scale, and advertisers with strong conversion tracking.
Optimized for purchases, Performance Max sees a 1.83% conversion rate, close to the Google Ads average of 1.96%. Across industries, the average conversion rate is about 1.5%.
How Performance Max Works
Performance Max uses:
- Asset groups instead of keywords
- Audience signals based on user intent and behavior
- Automated bidding such as Target ROAS or Maximize Conversion Value
Success depends heavily on conversion data quality, creative assets, and budget allocation.
Display Campaigns
Display campaigns show visual ads across the Google Display Network on millions of websites and apps.
When Display Campaigns Make Sense
Display campaigns are best for awareness, remarketing, and top of funnel reach, not direct response.
They help:
- Re engage past website visitors
- Build brand recognition
- Support multi channel optimization
Display ads typically have lower CPC but lower conversion rates compared to Search.
Video Campaigns
Video campaigns run primarily on YouTube and across Google video partners.
Best Use Cases for Video Campaigns
Video campaigns are ideal for:
- Brand awareness: Helping people recognize and remember your business
- Product education: Showing people what your product does and why it helps
- Demand generation: Getting people interested and ready to buy
YouTube is one of Google’s most powerful platforms, and video ads influence user behavior earlier in the buying cycle.
Shopping Campaigns
Shopping campaigns promote products directly in Google Search using product feeds from Google Merchant Center.
Why Shopping Campaigns Matter
Around 30% of product discovery happens through Google Search, making Shopping campaigns essential for ecommerce businesses.
Shopping campaigns rely on:
- Product information accuracy
- Inventory management
- Competitive pricing
Local inventory ads further enhance in store visibility for retailers.
Demand Gen and Discovery Campaigns
Demand Gen campaigns, formerly Discovery campaigns, focus on visually rich placements across Gmail, Discover, and YouTube feeds.
When to Use Demand Gen
Demand Gen works well for:
- Mid funnel engagement
- New customer acquisition
- Visual storytelling
These campaigns help bridge the gap between awareness and conversion.
Smart and Local Campaigns
Smart campaigns and Local campaigns are simplified options for small businesses.
Who Should Use Them
They are best for:
- Small budgets
- Limited advertising experience
- Local visibility through Google Maps and Google Business Profile
Control is limited, but setup is fast.
Build Campaign Types With Business Goals
The correct campaign type depends on your advertising goals, budget, and conversion data maturity.
Quick Matching Guide
- Leads and calls: Search campaigns
- Ecommerce sales: Shopping or Performance Max
- Awareness: Display or Video
- Local visits: Local campaigns
- Full funnel automation: Performance Max
Always anticipate ROAS before scaling spend.
Budget, Bidding, and Optimization
- Bidding strategy selection
- Cost per conversion targets
- Budget allocation by campaign type
Campaign overlap, budget constraints, and inefficient automation are common issues.
Solutions include:
- Clear campaign structure
- Account level brand safety settings
- Strong conversion tracking and weekly reviews
Google Ads campaign types are tools. When matched correctly to goals, audience intent, and budget, they drive predictable growth. The fastest path to success is choosing the simplest campaign type that directly supports your primary conversion goal, then expanding only when data supports it.
Google Ads campaign types are predefined structures that control where your ads show, who sees them, and how Google optimizes delivery. Choosing the wrong campaign type can dilute budget, lower conversion rates, and reduce ROAS.
In this article, each campaign type is explained clearly, including when to use it and what performance metrics matter most.
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