Google Ads lets you pay to show ads across Google’s properties and partner sites, and you choose a campaign type that determines where those ads appear. For a service business that wants enquiries, Search is usually the simplest start. Retailers with product data may look at Shopping, and Performance Max suits advertisers who are happy to hand placement decisions to Google’s automation.
The campaign types in plain terms
Google’s own campaign types overview lists these main types. At the time of writing (November 2026), the list is as follows; check the page for changes.
| Type | What it is | Typical fit |
|---|---|---|
| Search | Text ads on Google search results, shown to people actively looking for what you offer | Leads, sales and website traffic from people with clear intent |
| Display | Image ads on websites, apps and Google-owned properties such as YouTube | Extending reach beyond search; reaching people who visited your site or used your app |
| Video | Video ads on YouTube and other sites, in several subtypes (drive conversions, reach, get views, ad sequence) | Awareness, consideration and storytelling |
| App | Promotes a mobile app across Search, Display, Play and YouTube | Installs, in-app actions or pre-registration |
| Shopping | Product listings on search results and the Shopping tab; requires a Merchant Center account | Retailers with product feeds |
| Performance Max | One goal-based campaign that runs across Google’s channels using Google AI and Smart Bidding | Advertisers with clear conversion goals and a range of creative assets |
How Search works at a basic level
In a Search campaign you choose keywords, write ads and set a bid strategy and budget. When someone searches, Google decides whether your ad is eligible and where it appears. Google’s page on Quality Score is useful for beginners: Quality Score is a 1 to 10 diagnostic reported at keyword level, combining expected click-through rate, ad relevance and landing page experience, each rated above average, average or below average. Google states it is not an input in the ad auction, so treat it as a diagnostic rather than a lever.
The practical takeaway is that your ad text, keywords and landing page should say the same thing. A person searching for a specific service should arrive on a page about that service, not a generic home page. Our guide on landing pages that turn campaign traffic into enquiries covers this in detail.
How Performance Max differs
Google describes Performance Max as a goal-based campaign type that runs from a single campaign across its ad inventory: YouTube, Display, Search, Discover, Gmail and Maps. You choose an objective (sales, leads, website traffic or local store visits and promotions), define the conversion actions you care about, and provide creative assets such as text, images and video.
The trade-off is control. You supply goals and assets and Google decides placements, so you have less direct say over where an ad shows. It also depends on accurate conversion tracking. If the conversions you report are poor proxies for real business, the automation will optimise toward the wrong thing.
Choosing a type
- Name the goal. Enquiries, online sales, store visits, installs or awareness each suggest different types.
- Look at intent. If people already search for what you sell, start with Search. If you need to create demand, Video or Display may help.
- Check your assets. Shopping needs a product feed. Video needs video. Performance Max needs a mix of text, images and video.
- Check your tracking. Without conversion tracking, you cannot judge results. See how to measure creative campaign performance beyond views.
- Start narrow. One campaign, one clear goal, a budget you can afford to learn with.
Common beginner mistakes
- Sending all traffic to the home page
- Choosing too many keywords before you know which convert
- Not tracking enquiries, only clicks
- Running Display or Video with a conversion goal but no landing page that matches
- Changing settings daily, so you never gather enough data to judge anything
- Treating automation as a substitute for strategy
Where ads sit within a plan matters too. See how to build a digital marketing strategy for a growing business for choosing channels and budgets.
Limitations
Google Ads interfaces, campaign names and eligibility rules change frequently, and some features are limited to certain account types or regions. Costs depend on competition and are set in an auction, so no honest article can predict what you will pay. Read the current help pages, and consider professional help if budgets are significant. Remember that ads in Australia must comply with the Australian Consumer Law, which prohibits misleading claims.
Where Radiance Impact fits
Radiance Impact’s Growth division works on search visibility, campaigns and strategy, and its Studio can produce video and creative assets for campaigns. For help planning a first campaign, see /growth or contact us through /contact.
Sources
- About campaign types, Google Ads Help
- About Performance Max campaigns, Google Ads Help
- About Quality Score, Google Ads Help
