Advertisers choose specific keywords to target, ensuring the ads appear when users search for relevant terms.

Google Search Ads operate on a PPC model, meaning advertisers only pay when someone clicks on their ad, making it a cost-effective advertising strategy.

Google determines an ad’s placement based on factors like bid amount, ad quality, relevance, and landing page experience.

Search ads work well when targeting users with clear purchasing or informational intent. If someone is searching for “buy running shoes,” a search ad for your shoe store can meet their need directly.

Many businesses use search ads to capture leads by offering value through landing pages, like downloading an eBook or signing up for a demo.

Search ads are also effective for reaching audiences in specific locations. For instance, a local restaurant can use search ads to target people searching for “villas near me.”

These ads can boost website visits by targeting relevant keywords, ensuring people who click are genuinely interested in the content or product offered.

Display Ads offer robust targeting capabilities, including demographic, interest, affinity, remarketing, and custom intent targeting, allowing advertisers to reach a wide variety of potential customers.

With Google’s Display Network, these ads can reach 90% of internet users globally across a range of platforms, including YouTube and Gmail.

Display Ads are effective for re-engaging people who have previously visited your website but haven’t converted, gently reminding them about the product or service.

Display Ads reach people who may not be actively looking for what you offer but have shown relevant interests, browsing behaviors, or demographic traits.

When a potential customer may need time to consider a purchase, Display Ads can be valuable for showing up repeatedly, keeping your brand or product top-of-mind until they’re ready to make a decision.

E-commerce businesses can use dynamic display ads to show products that users viewed previously, encouraging a return to complete their purchase.

Instead of using keywords, Shopping Ads rely on product data (attributes like title, description, price) to match ads with relevant search queries.

Google Shopping Ads appear across multiple networks beyond the main Google Search results. This cross-network reach allows Shopping Ads to engage users throughout their online journey, across different platforms.

People clicking on Shopping Ads are often closer to purchasing since they’re actively searching for a specific product and comparing options based on price and quality.

Local inventory ads (a subset of Shopping Ads) allow brick-and-mortar stores to display in-stock items nearby, helping drive foot traffic and in-store sales as well as online conversions.

Shopping Ads allow brands to stand out with competitive pricing and appealing product images, which is crucial for industries with many competing products, like fashion, electronics, and home goods.

Google Video Ads integrate directly with YouTube, offering access to a massive audience that spends significant time on the platform.

Targeting includes demographics, interests, keywords, topics, and remarketing, allowing advertisers to reach precise audiences.

Video Ads are excellent for conveying a brand story or an emotional message. Long-form skippable ads or video discovery ads are useful for storytelling, helping build a connection with viewers.

Video ads with powerful storytelling capabilities to create excitement, drive awareness, and showcase the product s features in an engaging, memorable way makes them ideal for product launches.

App Ads appear across various Google platforms, including Google Play, Google Search, YouTube, and Google’s Display Network, providing extensive visibility.

App campaigns use machine learning to optimize performance, analyzing which ads perform best and adjusting placements and bids automatically for optimal results.

App campaigns can be optimized to reach existing users and encourage specific in-app actions, like making a purchase, booking a service, or reaching a new level in a game.

Especially for newer apps or those in competitive categories, Google App Ads help drive brand awareness and app discovery by placing ads where potential users are likely to engage.

Google App Ads on Google Play target people with high intent to download an app. Ads can be triggered by keywords and phrases that indicate a user’s interest in similar types of apps, increasing the likelihood of relevant installs.

Google uses machine learning to show ads to people who have shown relevant interests or intent, making it possible to target users who are more likely to be interested in the product or service.

Ads appear across Google’s ecosystem, which includes Google Discover, YouTube, and Gmail, increasing the chances of exposure to a wide audience.

Machine learning optimizes ad delivery by choosing who sees the ad based on their intent and engagement with similar content.

Perfect for product-driven businesses, especially those with visually appealing products (e.g., fashion, lifestyle, travel), as Discovery Ads can capture users who may not yet be actively searching.

Effective for reaching users who may have engaged with the brand or similar products in the past, helping to nudge them toward conversion.

Discovery Ads can also drive conversions by targeting users who have shown intent or are similar to past converters, making it effective for retargeting campaigns.

App Ads appear across various Google platforms, including Google Play, Google Search, YouTube, and Google’s Display Network, providing extensive visibility.

App campaigns use machine learning to optimize performance, analyzing which ads perform best and adjusting placements and bids automatically for optimal results.

App campaigns can be optimized to reach existing users and encourage specific in-app actions, like making a purchase, booking a service, or reaching a new level in a game.

Especially for newer apps or those in competitive categories, Google App Ads help drive brand awareness and app discovery by placing ads where potential users are likely to engage.

Google App Ads on Google Play target people with high intent to download an app. Ads can be triggered by keywords and phrases that indicate a user’s interest in similar types of apps, increasing the likelihood of relevant installs.

Businesses that meet Google’s eligibility criteria and pass background checks receive a “Google Guaranteed” badge, which can boost consumer trust and make users more likely to choose that business.

LSAs prioritize showing businesses that are located near the user, making them especially useful for businesses serving specific geographical areas.

LSAs offer quick ways for customers to reach out directly, simplifying the booking process and encouraging immediate action.

LSAs have expanded to cover some professional services, including lawyers, real estate agents, and financial advisors, making it a great option for these businesses to generate local leads.

LSAs can benefit medical professionals, such as chiropractors, dentists, and physical therapists, who want to connect with potential patients nearby.

For businesses where users often need fast help, such as locksmiths or towing services, LSAs can be highly effective by showing up prominently when customers search for immediate assistance.

Google optimizes ad performance based on the specific goal chosen, whether it’s increasing conversions, driving leads, or boosting website traffic.

Google’s AI identifies potential customers and determines the best bid, time, and platform to display the ad to maximize conversions.

Advertisers upload different assets (text, images, video), and Google automatically combines them into optimized ad formats tailored to each platform and audience.

The campaign provides real-time insights on how different creatives, audiences, and placements perform, allowing for continuous improvement.

Service-oriented businesses, including insurance, finance, and real estate, can effectively use Performance Max Ads to generate leads through various points of customer interaction.

Because ads appear on multiple Google platforms, Performance Max is well-suited for brands looking to increase visibility and familiarity with a wide audience.

Great for small businesses or advertisers with limited time or experience in managing multiple ad campaigns, as Performance Max automates campaign management and optimization.

Google’s machine learning takes over bidding, targeting, and ad placements to deliver the best possible results within a set budget.

Advertisers set goals—such as calls, visits, or online actions—and Google optimizes for those objectives specifically.

Especially valuable for local businesses, Smart Ads target people in close proximity to the business or those searching for related services in the area.

Smart Ads offer straightforward performance insights, making it easy for businesses to understand results without needing advanced analytics.

Service-oriented businesses, including insurance, finance, and real estate, can effectively use Performance Max Ads to generate leads through various points of customer interaction.

Because ads appear on multiple Google platforms, Performance Max is well-suited for brands looking to increase visibility and familiarity with a wide audience.

Great for small businesses or advertisers with limited time or experience in managing multiple ad campaigns, as Performance Max automates campaign management and optimization.