Google Ads offers several kinds of campaign, each built for a different goal and showing ads in different places. Choosing the right type is one of the first questions in the "Get Search Ad Campaign Ready" training and in junior job interviews.
Start with the goal
Before choosing a type, write the business goal in one sentence. Typical goals are:
- Sales: people buy online, in the shop or by phone.
- Leads: people call, send a message or fill a form.
- Website traffic: people visit and read.
- Awareness: more people know the brand.
- App installs: people download an app.
The main campaign types
Google Ads Help describes these main types. Names and options change over time, so check the current list when you build.
- Search: text ads on search results for people searching what you offer. Best for capturing existing demand.
- Performance Max: one goal based campaign that runs across Google's channels, using Google's automation to decide where ads show.
- Display: image ads on websites, apps and Google properties. Good for awareness and reminding past visitors.