Google Ads Campaign Types Explained: Which One Do You Need?

Choosing the right Google Ads campaign type for your objective is fundamental to campaign success. Each type reaches audiences in different ways, has different cost structures, and suits different stages of the marketing funnel. This guide covers all six campaign types and when South African businesses should use each. Related reading: How to set up a Google Ads campaign.

1. Search Campaigns

Search campaigns show text ads in Google Search results when users search for your target keywords. These are the most common campaign type for South African service businesses because they target active demand — people who are already searching for what you offer.

• Best for: Service businesses, professional practices, any business where customers search for a solution
• Ad format: Text-based RSAs (Responsive Search Ads) with headlines and descriptions
• Targeting: Keywords (what users search for) + location + demographic signals
• When to use: Always start here — highest intent traffic available

2. Display Campaigns

Display campaigns show image, banner, or responsive ads across Google’s Display Network — millions of websites, apps, and YouTube that partner with Google to show ads. Display reaches audiences while they are reading news, browsing content, or using apps — not while they are actively searching.

• Best for: Brand awareness, retargeting website visitors, reaching new audiences
• Ad format: Image banners (multiple sizes), responsive display ads, HTML5
• Targeting: Audiences (interests, demographics, website visitors) + placement targeting
• When to use: After establishing Search campaigns, to extend reach and retarget

3. Shopping Campaigns

Shopping campaigns show product listings directly in Google Search results — cards with product images, prices, and store names. Clicking takes the user directly to the product page. Shopping campaigns are driven by your Google Merchant Center product feed rather than manually selected keywords.

• Best for: E-commerce businesses selling physical products
• Ad format: Product listing cards with image, title, price, and store name
• Targeting: Driven by product feed attributes — Google matches products to relevant searches automatically
• When to use: Any e-commerce store with a product catalogue

4. Video Campaigns

Video campaigns show ads on YouTube and across the Display Network. They can appear before videos start (TrueView In-Stream), within YouTube search results (Discovery), or as short non-skippable bumper ads.

• Best for: Brand awareness, product demonstrations, retargeting YouTube viewers
• Ad format: Skippable in-stream, non-skippable 15-second, bumper 6-second, in-feed
• Targeting: YouTube audience demographics, interests, keywords, placements
• When to use: When your product or service benefits from visual demonstration

5. App Campaigns

App campaigns promote mobile apps across Google Search, Play, YouTube, and the Display Network simultaneously. Google automatically generates ad creatives from your app store listing and optimises for app installs or in-app actions.

• Best for: Businesses with a mobile app they want to drive downloads for
• Ad format: Automatically generated from app store assets
• Targeting: Fully automated by Google’s algorithms
• When to use: Only relevant if you have a mobile app to promote

6. Performance Max Campaigns

Performance Max (PMax) is Google’s AI-driven campaign type that runs across all Google channels — Search, Display, YouTube, Gmail, Maps, and Discovery — simultaneously. You provide asset groups (images, headlines, descriptions, videos) and Google’s AI determines where and when to show ads to maximise conversions.

• Best for: Accounts with strong conversion data (30+ monthly conversions), e-commerce retailers
• Ad format: Automatically combined from your asset library
• Targeting: Fully automated — you provide audience signals as guidance
• When to use: After establishing performance with Search campaigns and accumulating conversion data

Google’s campaign types documentation provides detailed guidance on every campaign format and when each is most appropriate.

Frequently Asked Questions

Which Google Ads campaign type should I start with?

Start with Search campaigns. They target the highest-intent traffic — people actively searching for your product or service — and give you the most control over keywords, targeting, and ad copy. Once Search is profitable and generating conversion data, add Performance Max or Display retargeting campaigns.

What is the difference between Search and Display campaigns?

Search campaigns target users who are actively searching for your keywords. Display campaigns reach users while they are browsing websites, apps, or watching YouTube — not actively searching. Search typically has higher conversion rates and CPC; Display has lower CPC but lower intent. Both serve different roles in a comprehensive digital advertising strategy.

What happened to Smart Display and Discovery campaigns?

In 2024-2025, Google consolidated many automated campaign types into Performance Max. Discovery campaigns (showing in Gmail, YouTube feed, and Discover) were absorbed into Performance Max. Smart Display campaigns are still available but Google pushes advertisers toward Performance Max for multi-channel automation.

Can I run multiple campaign types simultaneously?

Yes — most mature Google Ads accounts run multiple campaign types simultaneously. A typical South African business account might run Search campaigns for direct lead generation, Display retargeting for past website visitors, and Performance Max for broader reach, each with its own budget and objectives.

Are Performance Max campaigns suitable for small South African businesses?

PMax works best when it has sufficient conversion data (ideally 30+ conversions per month) to optimise effectively. Small businesses with limited data and budgets typically get better results from well-structured Search campaigns with Manual CPC or Maximise Clicks bidding. Add PMax once your account has a solid conversion history.