If you’ve ever searched for something on Google, you’ve already seen Google Ads in action! Google ads are all over the search results page and websites across the internet. Google Ads is Google’s online advertising platform, and it’s one of the most effective ways to reach potential customers who are actively searching for your products or services. But with so many types of Google Ads available, it can be tricky to know which ones make sense for your business. Let’s break it down step by step so you can choose the right type of ad for your goals.
How Do Google Ads Work?
In simple terms, Google Ads works like an auction. Businesses bid on specific keywords, the words or phrases people type into Google, and the winning bids get their ads shown to users. You only pay when someone clicks on your ad, which is why you’ll often hear the term Pay-Per-Click (PPC) advertising, which differs from organic results.
The beauty of Google Ads is that it helps you show up right when customers are looking for what you offer. Whether you’re a local bakery trying to attract nearby customers or an online shop selling nationwide, Google Ads can connect you with the right audience at the right time.
The Main Types of Google Ads
Let’s take a look at the major types of ads available on Google, what they look like, who they reach, and what kind of businesses they work best for.
1. Search Ads
These are the classic text-based ads that appear at the top (and sometimes bottom) of Google’s search results page.
What they look like:
Simple text listings with a headline, description, and link are often marked with a small “Ad” label, or a “Sponsored Results” headline.
Who they reach:
People actively searching for something specific. For example, if someone searches “best plumber near me,” a plumbing business running Search Ads has a great chance to show up.
Best for:
Businesses that want to attract customers ready to buy or book. Local service providers, online stores, and professional services (like law firms, realtors, and salons) all do well here.
2. Display Ads
These are the visual ads you see while browsing other websites, like a banner at the top of a news article or a sidebar image on a blog.
What they look like:
Eye-catching images or graphics, often paired with short text or a logo.
Who they reach:
People who may not be actively searching for your product right now, but fit your target audience. It’s a great way to build brand awareness.
Best for:
Businesses that want to stay top of mind. Think e-commerce brands, restaurants, or local attractions that want to remind people they exist even when they’re not searching directly.
3. Video Ads
These ads play before, during, or after YouTube videos, and since YouTube is owned by Google, they’re managed through the same platform.
What they look like:
Short video clips (anywhere from 6 seconds to a minute or more) that can appear as skippable or non-skippable ads.
Who they reach:
People who are watching videos related to your product or audience. For example, a local gym might advertise before a fitness tutorial video.
Best for:
Businesses with a strong visual story to tell. Great for brand-building, storytelling, or promoting sales and events.
4. Shopping Ads
These are the product listings that appear at the top of Google when you search for an item, complete with images, prices, and store names.
What they look like:
Mini product cards showing a photo, price, and brief description.
Who they reach:
People are ready to make a purchase. These shoppers are often comparing products or looking for the best deal.
Best for:
E-commerce businesses and retailers. If you sell products online, Google Shopping Ads can help drive high-quality traffic straight to your product pages.
5. Local Service Ads
These ads are designed specifically for service-based businesses that operate in a certain area, like plumbers, electricians, and cleaners.
What they look like:
Listings that appear at the very top of maps search results with your business name, reviews, and contact info.
Who they reach:
People searching for nearby services with a high intent to buy.
Best for:
Local, service-based businesses. These ads help you connect directly with customers who need your help now.
6. App Ads
If you have a mobile app, these ads promote it across Google Search, YouTube, Google Play, and other apps.
What they look like:
Text or visual ads that prompt users to install or open your app.
Who they reach:
Mobile users who are most likely to be interested in your app’s function or category.Best for:
Businesses with mobile apps that want to increase downloads or user engagement.
Which Google Ads Are Right for You?
That depends on your goals!
- Want to drive quick sales? Try Search or Shopping Ads.
- Want to build brand awareness? Go for Display or Video Ads.
- Want to get more local leads? Local Service Ads are your best bet.
- Want more app installs? App Ads are for you.
Google Ads can be incredibly powerful, but getting started (and seeing results) takes time, research, and strategy. From keyword research to campaign setup and optimization, it’s a lot to manage, but you don’t have to do it alone.
Let Us Make Google Ads Work for You
If you’re ready to reach more customers and grow your business online, our digital marketing experts can help set up and manage your Google Ads for success.
Get in touch today to start your first campaign!