Which Google Ads Campaign Type is Best for Your Business in 2026

One of the most common questions we hear from business owners is:

“Which Google Ads campaign type should I run?”

And honestly, this question alone tells us why most Google ad campaigns fail.

At FavFly, a results-driven digital marketing service in kolkata, we audit Google Ads accounts every week. Different industries, different budgets, different goals but the mistake is usually the same:

Wrong campaign type
Wrong expectations
Wrong setup

Google Ads doesn’t fail businesses.
Choosing the wrong Google Ads campaign type does.

This guide will help you understand Google Ads campaign types, what each type of Google ad is actually meant for, and how to choose the right campaign for your business without wasting ad spend.

First, Understand This: Not Every Campaign Is Meant to Get Leads

Google Ads is a massive google advertising ecosystem.

Your ads can appear:

• On Google Search results
• On Google Maps
• On websites (Google Display Network)
• On YouTube
• Inside Gmail
• Across multiple Google properties

But here’s the key insight:

Every Google Ads campaign type serves a different purpose.

If you pick the wrong one, even the best ad copy won’t save you.

A Quick Overview: Types of Google Ads Campaigns

As of now, Google offers nine types of Google Ads campaigns. Each campaign type uses different placements, formats, and intent levels.

The main different types of Google Ads include:

1. Search Campaign
2. Display Campaign
3. Performance Max Campaign
4. Shopping Campaign
5. Video Campaigns
6. App Campaigns
7. Discovery Ads / Demand Gen Campaign
8. Local Services Ads
9. Smart Campaigns

Let’s break these down practically.

1. Search Campaign (Best for High-Intent Leads)

If your goal is leads, calls, or enquiries, this is where you start.

A search campaign uses text-based ads that appear on:

• Google Search
• Google Maps
• Search engine results page (SERP)

These search ads show when someone is actively searching on the search engine for a solution.

Why Google Search Ads Work

• High intent
• Immediate demand
• Clear ROI tracking
• Control over bid and keywords

Common formats:

• Text ads on search results
• Responsive search ads
• Dynamic search ads

Best for:
Service businesses, B2B, consultants, clinics, local services

If you run only one campaign, this should be it.

2. Display Campaign (Awareness, Not Leads)

A display campaign shows visual ads across the Google Display Network.

Your ads appear on:

• Blogs
• News websites
• Apps
• YouTube partner sites

These are google display ads, and they’re often misunderstood.

When Display Ads Make Sense

• Brand awareness
• Retargeting website visitors
• Supporting other campaigns

When They Don’t

• Cold lead generation
• Small budgets
• Businesses expecting quick calls

A display ad builds recall, not urgency.

3. Performance Max Campaign (Powerful, But Dangerous)

A performance max campaign uses Google AI to show ads across all Google properties.

That includes:

• Search
• Display
• YouTube
• Gmail
• Discover feed

Yes, ads across all Google properties sounds exciting.

But here’s the reality we see:

• Limited keyword visibility
• Less control over placements
• Needs strong conversion tracking

Our Rule

Use Performance Max only after:

• Search campaigns are profitable
• Conversions are tracked correctly
• You understand your audience

Otherwise, it becomes a black box.

4. Shopping Campaign (For Ecommerce Only)

A shopping campaign is designed for ecommerce.

It uses:

• Product feeds in the Google Merchant Center
• Google Shopping placements
• Local inventory ads (for physical stores)

Your shopping ad shows:

• Product image
• Price
• Store name

This campaign type allows users to compare before clicking.

Best for:
Ecommerce brands, D2C businesses, retail stores

Not suitable for service based businesses.

5. Video Campaigns (Trust & Visibility)

Video campaigns run ads on YouTube and Google video partner networks.

Formats include:

• Skippable in-stream ads
• Non-skippable in-stream ads
• Bumper ads

These are video ads on YouTube, not search.

When Video Ads Work

• Building trust
• Explaining complex services
• Brand awareness

When They Don’t

• Immediate lead generation
• Small budgets without follow-up

Think visibility first, conversions later.

6. App Campaigns (For App Installs Only)

App campaigns promote:

• Android apps
• iOS apps
• Google App / Google Play listings

Ads run across:

• Search
• Display
• YouTube
• Google Play

If you don’t have an app, skip this entirely.

7. Discovery Ads / Demand Gen Campaign

Previously called Discovery Ads, now evolving into Demand Gen campaigns.

These ads appear in:

• Google Discover feed
• Gmail
• YouTube home feed

They use visually engaging ads and work best when:

• You have strong creatives
• You want mid-funnel engagement

Unlike search ads, intent here is passive.

8. Local Services Ads (For Select Service Businesses)

Local Services Ads appear at the very top of search results.

They’re:

• Pay-per-lead
• Verified by Google
• Category-restricted

Excellent for:

• Home services
• Legal services
• Certain local industries

Limited availability, but high trust.

9. Smart Campaigns (Beginner-Friendly, Limited Control)

Smart campaigns automate most settings:

• Targeting
• Bidding
• Placements

They’re easy but restrictive.

We rarely recommend them for businesses serious about scaling.

How to Choose the Right Google Ads Campaign Type

Here’s how we help clients choose the right campaign type.

Ask yourself:

1. Do people actively search for my service?
2. Do I want leads now or visibility first?
3. Is this ecommerce or service-based?
4. Can I track conversions properly?
5. What’s my realistic ad spend?

FavFly’s Simple Framework

• Leads: Google Search Ads
• Awareness: Display + Video
• Ecommerce: Shopping Campaign
• Scale: Performance Max (later)

Don’t mix everything into a single campaign.

Campaign Settings Matter More Than the Campaign Type

Even the right campaign can fail with poor campaign settings.

Key settings like:

• Location targeting
• Network selection
• Bid strategy
• Ad scheduling

We often fix google ads performance just by correcting:

• Campaign settings like network inclusion
• Bid strategy mismatches
• Overlapping ad groups

Google Ads is an auction structure matters.

One Last Mistake We See All the Time

Businesses try to:

• Run every campaign type
• Spread budget thin
• Chase “visibility everywhere”

Result?
No data. No clarity. No ROI.

Google Ads works best when:

• You start focused
• You test slowly
• You scale what works

Final Advice: Let the Campaign Match the Goal

There is no “best” Google Ads campaign type.

There is only the right campaign for your business, your goal, and your budget.

When you understand:

• Campaign intent
• Ad formats
• User behavior

You unlock the real power of Google.

Need Help Choosing the Right Google Ads Campaign?

If you’re confused about:

• Which campaign type to use
• Why ads aren’t converting
• How to control ad spend
• How to scale profitably

Talk to FavFly, a trusted provider of google ad services in Kolkata.

We’ll:

• Audit your Google Ads account
• Recommend the right campaign for your business
• Set up campaigns that actually generate results
• Track performance transparently

No guesswork. No wasted budget. Just Google Ads done with clarity.

Book a call. Let’s build the right campaign, from day one.