11 Types of Google Ads You Can Use in 2024

11 types of google ads
Ravi Davda Rockstar Marketing CEO

Written by Ravi

Sep 21, 2020

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Google is the world’s leading search engine and can be an effective ally for modern business owners. By taking advantage of the different Google Ads campaign types (also known as pay-per-click or PPC), business owners can easily reach thousands of people across the world, if not more. Before you do this, however, you’ll need to determine which types of Google Ads will work best for your business.

We know you have many questions, for example:

  • What are the different types of Google Ads?
  • Which are best?
  • What are the differences between them?

In this guide, you’ll learn more about the different types of Google Ads, and more importantly, how you can use them for your business goals. With this being said, let’s get started.

11 Types of Google Ads

In the list below, you’ll find the 11 types of Google Ads that we’ll cover in this article.

  1. Display Ads
  2. Remarketing Ads
  3. Mobile Ads
  4. Banner Ads
  5. Video Ads
  6. Search Ads
  7. YouTube Ads
  8. Gmail Ads
  9. In-Game Ads
  10. Shopping Ads
  11. Universal App Ads

These different Google Ads campaign types can help your business achieve the goal of finding new customers. However, each Ad type is different. It’s important to learn more about the differences of each so you’ll know which Ad is going to work in each unique situation.

Let’s move onto the first item on our list of types of Google Ads…

1. Display Ads

Display Ads are very popular and common. When browsing the Internet, there is a good chance that you’re going to encounter different types of Google Display Ads. They’re prominently displayed on blogs, YouTube, Gmail, and other websites. Display Ads tend to feature images and text. Furthermore, they’re going to vary depending on your search history.

If you recently searched for a pair of shoes, you’ll likely start seeing types of Google Display Ads showing off shoes from the websites you visit. Google also uses your search history to help determine which Display Ads to show. Display Ads rely on several factors to determine which ads will be displayed to the user.

display types of google ads

The following factors will help determine which ads will be shown:

  • User demographics
  • Search history
  • Browsing history
  • Keywords targeted

Business owners can benefit greatly from the different types of Google Display Ads. They allow businesses to show off their products on various websites. With Google, users will be able to customise their advertising campaigns to match their needs.

For instance, you’ll be able to determine which sites and blogs you want your Ads to appear on. If you wish to block certain websites, you can do so easily.

These Ads are result driven and rely heavily on branding. They can work exceptionally well because they’re shown to consumers who are legitimately interested. Google enables businesses to target a massive audience just waiting to be transformed into loyal customers and clients.

When using Display Ads, it’s possible to target an audience using a variety of factors. For instance, you can use the following factors to target specific individuals.

  • Keywords
  • Topics
  • Interests
  • Demographics

Display Ads can be extremely effective, so use them to your benefit.

2. Remarketing Ads

Remarketing Ads receive a lot of hype and they’re quickly growing in popularity. These Ads give businesses the chance to target people who’ve visited their website at least once before. Unfortunately, some people visit your website without buying anything, or without filling out your form. It’s more common than you think.

If this happens, you can use Remarketing Ads to bring these individuals back. In fact, it can take 6 to 8 touch-points to get a viable sales lead, according to recent data.

When someone visits your website, cookies will be added to their computer. When they visit another website or blog, they’ll be shown your remarketing ads thanks to the cookies. Remarketing Ads are immensely popular especially on Google’s Display Network (shown above), YouTube, LinkedIn, and Facebook. By taking advantage of Remarketing Ads, you’ll be able to personalise your Ad campaign.

You can also customise the Ads to match your target niche. Remarketing Ads are result driven because they can help convince the viewer to purchase something. These individuals visited your site in the past so they were likely interested in the products or services you were selling. However, something has held them back and preventing them from finalising their purchase.

Ultimately, remarketing Ads can have a very high return on investment so you’ll want to use them to advertise your business. There’s a reason why they’re one of our favourite types of Google Ads.

3. Mobile Ads

More consumers use their smartphones to check their email, browse the web, and purchase products online. With that being said, you need to make sure that your business is advertising in ways that is mobile-friendly. Google can help by allowing you to display Mobile Ads on its network. Today, all marketing channels are taking advantage of Mobile Ads to help their customers reach smartphone users.

mobile ads

Many of the Ads described in this article can be scaled to make them work fluidly on smartphones. When this happens, they effectively become Mobile Ads. Any advertisement that appears on a mobile device can be referred to as a Mobile Ad.

Google has worked diligently to ensure that its advertising services can help businesses reach mobile users.

It is estimated that most people spend at least 4 hours a day on their phones. When they’re browsing the web, playing games, using Facebook, or watching videos, you’ll want to reach them and tell them about your business. Since smartphones are so prevalent, modern businesses cannot afford to ignore Mobile Ads.

Mobile Ads allow you to reach and convert a large portion of your customer base. They can also be used to convince previous buyers to return to your website and purchase more products. If you’re ignoring mobile ads, you’re missing out.

Before too long, Mobile Ad spending will exceed desktop Ad spending. It’s a fact.

4. Banner Ads

When visiting certain websites, you’ll likely see banners at the top, bottom, or somewhere in the middle. While some banners are not Ads, many are. Many of Google’s advertisement options come in the form of Banner Ads. For instance, they’re shown on the Google Display Network.

However, you can purchase Banner Ads independently too. Banner Ads and Display Ads are very similar because both can work exceptionally well for building brand awareness.

They can also help enhance the effectiveness of the bottom of your sales funnel. By using Banner Ads, you’ll be able to target a specific audience depending on numerous attributes including keywords, interest, and browsing history. This ensures that you’re able to find people who are interested in the things you’re offering.

Banner Ads can be hit or miss so you have to be very careful when using them. If you’re using them too much, you may annoy the consumer. Your Banner Ads may be obstructive and that can create a negative experience for the user. With that being said, you should keep things simple. Don’t overdo it and make sure that you use Banner Ads strategically.

5. Video Ads

Although YouTube is the most common (see below!), you can also buy other video Ads from Google. Videos can be extremely effective when it comes to advertising your business because they’re going to hold the viewer’s attention. With images, there’s a good chance that the visitor will see it and move on.

Videos are better in this category. Let’s say you have a gym. You’re able to help consumers learn more about your company, brand, product, or service. You’ll be able to grab the visitor’s attention and keep it until the video ends. However, you have to be creative when creating video ads.

For instance, you can try creating demonstration videos for your products. Alternatively, you will find that educational and “How To” videos are effective. Today, the majority of social media networks allow businesses to create and run Video Ads.

Video Ads can be displayed on various websites, blogs, and portals.

6. Search Ads

Search Ads overall could be one of the most effective ways to market your business, regardless of what some people might have you believe. We love search Ads because they work perfectly for businesses that require lead generation. For example, any business where the next step is to fill out a form or book a call (think gyms, consultants, high-street businesses, marketing agencies, and much more).


Because when consumers are searching on Google, they’re searching with a specific intent in mind. Maybe they’re searching for answers to a homework question. Maybe they’re searching for research for a project. Perhaps they’re searching for a certain solution to a problem. Or, maybe, they’re searching for your business.

If they’re searching for a specific product or service, this is where your business will likely benefit the most. Regardless of the situation, when customers head to the search bar, they are doing so with a specific intent in mind. It goes without saying that this obviously makes search Ads a powerful marketing tool.

types of google ads campaigns

Couple this with the fact that Google is the most used search engine in the world, and you’ll have tons of exposure. These Ads are also very cost-effective because you only pay when an actual customer clicks on your ad. You don’t have to pay anything just for having the Ad on the site. This means that the user is at least partially interested in what you’re offering.

Now, it’s just up to your site to earn the conversion. These Ads also keep you informed with information like the average number of monthly searches you’re receiving, the pay per click you’re paying, along with other readily available data. With Search Ads, appearing at the top will likely yield better results, as people are more likely to click on the first results. However, these clicks are usually more expensive.

7. YouTube Ads

If Google is the number one text search engine, YouTube has got to be the number one video search engine. Give the rising number of people that are searching for videos these days coupled with the efficiency of videos, you can benefit from such Ads instantly. Whether you know it or not, Google owns YouTube, so they’re willing to let you advertise here as well.

That being said, YouTube is the third most-visited site on the Internet only after Google and Facebook. If you’ve watched a YouTube video in the past then you’re probably already somewhat familiar with the pre-roll ads that play right before your video loads. However, you might not be so familiar with the Banner and Overlay Ads.

youtube ads

YouTube Ads give you a variety of unique ways to choose between alluring texts, images, or videos. However, before you choose which texts, images, or videos you should use, you need to understand where your Ads will be shown and who’s going to see them. Considering these things and applying them will make your campaign all that more successful.

8. Gmail Ads

As you may know, Google offers its own e-mail services. What you may not know is that you can also advertise here.

Gmail Ads are considered contextual Ads that utilise an automated process to scan specific usernames to see whether or not your Ads are relevant to these customers. If you’re constantly receiving e-mails about heating and air conditioning, Google can use this information to show you ads related to this.

To some, this might seem like a breach of privacy, but given that the process is fully automated and there are no humans involved, there is no potential for your messages to be scanned. This makes the entire process legal.

9. In-Game Ads

Given the popularity and rise of gaming, you likely already know that there is a huge market here for the right individuals. If there is a genre of gaming that is similar to the services and products you are offering, you can really clean up with In-Game Ads.

main types of google ads

Google can scan specific genres and target certain customers that might be interested in what your business has to offer.

This being said, there’s more to In-Game Ads. Almost any business can benefit from using them. One example of this would be billboards. Google allows you to display specific Ads and logos on billboards displayed during sports games.

10. Shopping Ads

The penultimate item on our list of types of Google Ads is Shopping Ads. If you have a business where you sell physical products, this is the one you should pay attention to.

You’ll find that Shopping Ads work exceptionally well because they target people who are ready to buy something. When setting up Shopping Ads, you’ll find that there aren’t a lot of features to customise (well, at least in comparison to Search Ads!).

You can display your products in your eCommerce store in the shopping section of Google’s website. Once you’ve done that, you have to set up an account in the Google Merchant Center. Find out more here on how to create Shopping Ads.

11. Universal App Ads

Many businesses have an app. If this applies to your business, you’ll want people to use it. To get people to do so, you may need to advertise it. This is where Universal App Ads can prove to be very helpful.

Google can help your business advertise its app across several channels including Search, Video, and Display networks. You’ll want to take advantage of a Universal App Campaign because it’ll help your app grow and expand to new customers. You’ll find that signing up for a campaign is straightforward.

Once you’ve done that, you can modify your objectives and customise your app ads. This means that you’ll be able to cater specifically to the people who are interested in your app’s niche.


When it comes to advertising networks, it’s impossible to beat the Google Ads campaign types. In this article, we’ve explained the types of Google Ads, and this will help you out when setting up your campaigns.

We hope that you can now understand the different types of Google Ads, and you’re able to use the one (or more!) that you feel applies best to your business.

PRO TIP: There isn’t a right or wrong answer when it comes to choosing the best Google Adwords campaign types for your business. Sometimes, it requires common sense. Some businesses work well with multiple different types.

If you’re looking for some help with advertising on Google, book a free discovery call with Rockstar Marketing.


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  1. Marilyn

    Thanks for a very thorough article. So much gold here. Will for sure be coming back to this one every now and then!

    • Ravi

      Thank you for the feedback. We love hearing things like this 🙂

  2. Jenika

    I really enjoyed reading this – a very conclusive article explaining the different types of ads, with all the relevant details included! Now I don’t have to go back to the Google Ads course to check my understanding! Thank you! 🙂

    • Ravi

      Thanks for your kind words. We’re glad it’s helped.

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    • Ravi

      Glad you like the website – we’ve put a lot of work into it haha. Thanks for bookmarking the blog and continuing to read it, it’s much appreciated.

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      “Rattling fantastic” haha. We try our best. And forever sounds good!

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    • Ravi

      Thanks for your kind words, it’s much appreciated. Looking forward to reading your blog if/when it happens haha!

  6. Cleta

    Informative article, exactly what I wanted to find.

    • Ravi

      Glad you found it useful, Cleta. Thanks for your comment. Ravi.

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