By the Lenoretech SEO Strategy Team · Reviewed by a senior SEO strategist · Last updated: June 2026
The main types of Google Ads campaigns are Search, Performance Max, Shopping, Display, Video (YouTube), Demand Gen and App campaigns. Each is built for a different goal - from capturing high-intent searches to driving app installs - so choosing the right type is the first decision in any campaign. Here is what each does. If you are new, start with what Google Ads is and what PPC is.
| Campaign type | Where it shows | Best for |
|---|---|---|
| Search | Google search results | High-intent leads and sales |
| Performance Max | All Google networks, automated | Maximising conversions across channels |
| Shopping | Product listings with image and price | E-commerce and retail |
| Display | Banner ads on partner sites | Awareness and retargeting |
| Video | YouTube | Reach, brand and product demos |
| Demand Gen | YouTube, Discover, Gmail feeds | Visual demand creation |
| App | Across Google properties | App installs and engagement |
Search campaigns
Text ads on Google search results - the workhorse of PPC. They capture people actively searching for your product or service, which makes them the highest-intent and usually highest-ROI type for lead generation.
Performance Max
An automated campaign that runs across all Google networks - Search, Display, YouTube, Gmail and Maps - using Google's AI to find conversions. Powerful for e-commerce, but it needs strong data and guardrails. See our comparison of Performance Max vs Search campaigns.
Shopping campaigns
Product ads showing an image, price and store name - ideal for e-commerce, where shoppers compare products visually before clicking.
Display, Video and Demand Gen
These are visual, awareness-focused types - banner ads across websites (Display), video ads on YouTube (Video), and feed-based visual ads (Demand Gen). They build demand and retarget people who have already engaged, complementing high-intent Search campaigns.
See our PPC and Google Ads services or book a free strategy audit →
Which type should you use?
A simple rule: lead-gen businesses start with Search; e-commerce uses Shopping and Performance Max; brands add Video and Display for reach and retargeting. Most accounts combine a few. Getting the mix and structure right is where a specialist PPC team saves budget. For a free account review, book an audit.