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The Different Types of Google Ads and What They Do

Google's goal is to provide relevant ad services to its users with its Google Ads platform. Read on to discover all the types of ads you can create.
Google's goal is to provide relevant ad services to its users with its Google Ads platform. Read on to discover all the types of ads you can create.

In today's world, businesses of all shapes and sizes in all sectors are using Google Ads. Everyone knows that the more effective and targeted your paid ads are, the more clicks they produce and the higher the likelihood they will bring in new clients. Google sees over 5 billion interactions on a daily basis, and Google Ads allows you to target users specific to your niche and location. This is why advertising on this ad platform is so beneficial to businesses regardless of the size of their budget.

What is Google Ads?

Google Ads came on the scene in October 2000, two years after's debut. After some rebranding in 2018, it changed its name from Google Adwords to Google Ads. Google Ads is a platform for paid advertising that operates under the pay-per-click (PPC) marketing model, in which you, the advertiser, pay every time someone clicks on your ad.

You can create and share ads (via both mobile and desktop) among your target audience. As a result, your business will show up on the search engine results page (SERP) at the moment potential customers are looking for products and services like yours via Google Search or Google Maps. This way, Google ensures that you reach your target audience when it makes sense for them to come across your ad. In order for your company to achieve all of its paid campaign objectives, Google Ads also assists you in analyzing and improving ads to reach more people.

With Google Ads, you can make and distribute strategic advertisements to your target audience on desktop and mobile devices. As a result, when your potential clients use Google Search or Google Maps to look for goods and services similar to yours or spend time on other channels like Youtube, your company will appear on the search engine results page (SERP) or in an ad. By doing this, you can reach your target market at the right time for them to see your advertisement.

Another great thing about Google Ads is that the platform will also help you analyze and improve those ads to reach more people so your business can hit all of your paid campaign goals.

Benefits of Google Ads

There are a lot of benefits that come with using Google Ads. Some of these are listed below.

  • You get access to Google's massive reach with more than 5 billion daily interactions and over 5.9 billion unique users monthly.

  • The Google Ads platform is filled to the brim with features that allow for a range of audience targeting techniques.

  • It helps you build brand awareness, presence, and conversions quicker than SEO.

  • You can take full control of every aspect of your marketing campaigns.

  • You can tailor your strategy to budgets of any size. There is no minimum spending requirement; you only need to pay when someone clicks on your ad.

  • Google Ads showcases the results of your campaign in a simple and easily digestible way which allows you to keep track of your progress.

Types of Google Ad campaigns to Choose From

There are a variety of advertisement models that are used by Google's Ad campaigns. These business marketing models are individualized to match the needs of each company.

DSAs: Dynamic Search Ads

DSAs target your advertisements to users looking for similar goods or services by using the content on your website. These advertisements, which appear in search campaigns, are designed to be utilized with websites that have been thoroughly developed and have distinct content categories and a substantial selection of goods. If you're selling different product lines or even just one range of products, you can upload a page feed for Google to create these ad types.

RSAs: Responsive Search Ads

Responsive search ads stem from standard text ads, which were recently fazed out by Google. They offer greater reach and follow than their predecessors. These ads are active when the user's query matches the product being sold. Google Ads accomplishes this by constantly experimenting with different combinations of your headlines and descriptions until it finds the most successful one, tailoring the material to reach potential buyers who are most likely to be interested. The disadvantage of these ad formats is that each headline must complement the others and provide a coherent message regardless of the order in which they appear.

Video Ads

Reaching users on Google Partner sites and platforms (such as YouTube) with video ad formats enables you to have a more engaging presence over the internet and provide a better overall user experience to potential clients. For businesses with the resources to spend on well-produced video assets, video advertising is a profitable ad style that works well for upper funnel goals.

Display Ads

Image ads, which are often referred to as display ads, run on the Google Display Network, which means they can appear on any website that partners with Google to supply ad space. Google will choose to show the image or display advertising on websites your target demographic frequents; these websites include Gmail, Google Finance, and YouTube. Image advertising can have static or moving visuals and is advised for brand recognition initiatives.

Application Promotion Ads

App promotion advertisements are displayed on Google Play, YouTube, and Google Discover, as well as the Google Search and Display Networks. App campaigns may emphasize encouraging app downloads, app interaction, or app pre-registration. You can launch an Apple Search Ads campaign to advertise your ad inside the Apple App Store.

Shopping Ads

Shopping ads merely list products for sale together with their price, title, and product image. You must have a shopping cart on your website in order to run shopping advertising. A variant of shopping advertisements called Smart Shopping campaigns features more automated bidding and targeting.

Local Search Ads

For advertisers aiming to increase store visits or phone calls to particular business locations, this ad type is perfect. Using the assets you supply, Google will automatically create an advertisement for you. Advertisements can be shown on the Google Search Network, Google Maps, YouTube, and the Google Display Network.

Call-Only Ads

In this pretty interesting ad format, you can advertise phone calls using call-only advertising. These can be programmed to operate only during business hours or constantly. The advertisement calls you immediately from the SERP when a user clicks it. These advertisements will resemble standard text ads and still have headlines and descriptions.

Also, these ad kinds differ from call extensions in that they function as standalone advertisements that encourage users to call your company directly, as opposed to text ads that direct users to a landing page.

Local Service Ads

With local service ads, you can only pay for leads that you generate directly using the advertisements. It works best for small enterprises within a certain area and community. These advertisements pop up with a "Google Screened" or "Google Guaranteed" icon at the top of the search results page. Your company must go through a screening and verification procedure that includes a background check in order to run this kind of advertisement.

Tips for Advertising with Google Ads

Some quick tips to get you started on the platform are listed below.

  1. Set a well-defined objective. What are the main objectives of your company? What are your advertising goals? Once you have the answers, you'll have clarity on how to proceed with your campaign.

  2. Understand the audience you expect to view and respond to your advertisements. Consider their unique requirements and possible inquiries and address those through your ad.

  3. Once they click your ad, make sure they reach a landing page that is relevant and welcoming so that you can clinch the deal.

  4. Utilize relevant ad extensions; they can go a long way in helping you tell your brand's story while providing your customers with useful information.

  5. Always track and observe how your sales funnel is doing and what kind of conversions you are getting. These are the first step toward improving your ad campaign by investing more into well-performing strategies.


Google Ads effectively enables you to drive qualified and niche traffic to your business and target customers looking for products and services similar to those you provide. It helps you boost your brand awareness, online presence, website traffic, and conversions.

Furthermore, regardless of the size and scale of your business or available resources, you can tailor your ads to fit your budget. The Google Ads tool lets you stay within your monthly budget and even pause or stop ad spending at any time. This makes Google Ads a must-have resource for all businesses looking to attract customers or spread their name through an online presence. Visit for more information related to online marketing and advertising.

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