Google Ads: Campaign Types and Which Is Best for You

If you’ve ever logged into Google Ads and felt overwhelmed by the options, you’re not alone. Search, Shopping, Display, Performance Max… which one is best for your store?

The truth is, each campaign type is designed for a different purpose. Pick the wrong one, and you could end up spending hundreds with little to show for it. But choose the right one, and you can unlock a steady stream of clicks, conversions and sales, even on a modest budget.

In this guide, we’ll break down the core Google Ads campaign types, explain what they do and help you decide which one is best for your ecommerce business. Whether you're new to ads or looking to improve what you've already set up, this is where clarity starts.

Ready to learn more? Let’s get started…

What Are Google Ads Campaign Types?

When you first set up a Google Ads account, you’re asked to choose a campaign type. This single choice determines where your ads will show, what they’ll look like, and how they’ll reach potential customers. It’s not just a technicality, it sets the tone for your entire strategy.

Each campaign type is tailored to different business goals. Some are designed to put your brand in front of new audiences, while others focus on getting sales from users who are already searching for your products. If you’re running an ecommerce store, choosing the right campaign type can be the difference between wasting money and driving real, profitable results.

There’s no one-size-fits-all option here. The best campaign type for you depends on your goals, your products and how much control you want over targeting and budget. Before we dive into each one in detail, here’s a quick at-a-glance comparison of the most common campaign types:

Each of these campaigns has its place, and choosing the right one starts with knowing how they work.

The Six Main Google Ads Campaign Types for Ecommerce Explained 

When you're ready to advertise with Google, one of the first decisions you'll make is choosing the right campaign type. Each option serves a different purpose. Some are built for visibility, others for conversions or remarketing. Knowing the difference can help you spend smarter and get better results from the start.

Below, we’ll break down the most common campaign types and what they’re best suited for.

1. Search Campaigns: Capture Demand When It Matters Most

Search campaigns are the most traditional format in Google Ads. They display text-based ads in Google’s search results whenever someone types in a keyword related to your product or service.

These campaigns work especially well for ecommerce businesses that already know what their audience is searching for. If someone types "buy wireless dog clippers UK," and you sell those exact clippers, a well-targeted search campaign can put your ad right in front of them at the perfect time.

The power of Search campaigns lies in their intent. Users are actively searching for something, and your ad answers their query. This makes it one of the most efficient ways to get clicks that are more likely to convert. 

Key benefits:

• High-intent traffic from people already searching for products
• Full control over your keywords, ad copy and bidding
• Great for promoting specific products or niche categories

Best for:

• Targeting exact keyword searches
• Brands with strong product-market fit
• Businesses looking to scale with precision and budget control

2. Shopping Campaigns: Showcase Your Products Visually

If you run an ecommerce store, Shopping campaigns are one of the most powerful tools in your PPC toolkit. These campaigns show your products directly in Google’s search results complete with an image, price, product title and your store name.

Instead of manually bidding on keywords, Shopping ads are powered by your product feed in Google Merchant Center. Google uses this data from your products to match your listings with relevant search queries, meaning your ads appear when someone is actively looking for what you sell. Your product feed contains data including the product's title, description, images, price, reviews and more. 

Let’s say someone searches for "vegan protein powder." With a Shopping campaign set up, your product image, brand name, price and even review score can appear as a shopping ad in a carousel above the search results. It's a fast, visual way to get your products in front of ready-to-buy customers.

Key benefits:

• Visual format drives clicks and builds trust
• Great for competitive pricing and comparison-based searches
• Easier to showcase multiple products at once

Best for:

• Ecommerce businesses with a broad product range
• Driving sales from high-intent searchers
• Brands looking to stand out visually in search results

3. Performance Max Campaigns: All-in-One Automation

Performance Max campaigns are Google’s newest and most automated campaign type. They allow you to advertise across all of Google’s platforms, (Search, Shopping, YouTube, Display, Gmail and Discover), using a single campaign.

Rather than managing individual ad groups or keywords, you provide Google with your creative assets (like images, headlines, and videos), product feed (if applicable) and audience signals. From there, Google’s AI automatically tests different combinations and placements to find what works best. 

This campaign type is designed to maximise conversions by reaching users at every stage of the buying journey. It’s especially useful for ecommerce brands who want to simplify their ad management whilst still reaching a wide audience.

Key benefits:

• Advertises across all Google platforms automatically
• Uses machine learning to optimise performance in real time
• Saves time on campaign setup and ongoing management

Best for:

• Ecommerce stores looking for broad reach with minimal setup
• Brands with strong creative assets and product feeds
• Businesses that want to maximise conversions with automation

4. Display Campaigns: Build Awareness with Visual Ads

Display campaigns are all about visibility. They show your banner or image ads across websites, apps and YouTube videos within the Google Display Network (GDN), which is a collection of over 2 million sites that reach more than 90% of internet users globally.

Unlike Search or Shopping, Display campaigns don’t rely on users actively searching for something. Instead, they place your brand in front of potential customers while they’re browsing online. This makes them ideal for brand awareness, retargeting or keeping your products top-of-mind.

If someone visited your store but didn’t buy, a Display campaign can show them an eye-catching image of the exact product they viewed while they’re reading the news or checking their favourite blog. That gentle nudge is often all it takes to bring them back to convert.

Key benefits:

• Increases brand exposure across high-traffic websites
• Great for retargeting people who didn’t purchase the first time
• Affordable cost-per-clicks for wide-scale reach

Best for:

• Driving brand awareness and product familiarity
• Retargeting warm leads with visual reminders
• Campaigns focused on reach rather than immediate sales

5. Video Campaigns: Tell Your Story on YouTube

Video campaigns let you showcase your products or brand through engaging video content across YouTube and Google video partner sites. These campaigns are powerful for storytelling, demonstrations, and building a connection with your audience.

Unlike other ad types that rely on a few lines of text or static images, video campaigns give you the space to show how your product works, highlight its benefits, or simply make your brand more memorable.

There are several formats available, from skippable ads that play before videos to short bumper ads that grab attention in just 6 seconds. You can also target specific interests, keywords or even show your ad before a competitor’s video.

Key benefits:

• Builds brand trust and emotional connection through storytelling
• Perfect for product launches, tutorials and awareness campaigns
• Can drive action when paired with the right call-to-action

Best for:

• Ecommerce stores launching a new product
• Brands with strong visuals or demo-worthy products
• Businesses looking to build trust and personality at scale

6. Discovery Campaigns: Reach High-Intent Shoppers Across Google’s Most Engaged Surfaces

Discovery campaigns are designed to reach potential customers as they browse Google’s most visual and personalised platforms, such as the YouTube Home feed, Gmail Promotions tab, and the Google Discover feed on Android and iOS devices.

These aren’t search-based placements. Instead, Discovery ads appear where users are actively scrolling through content curated to their interests. This makes them ideal for catching attention and planting a seed before purchase. The format is highly visual, featuring large image cards or carousels that mimic social feeds and help your products stand out in a natural, engaging way.

For ecommerce brands with compelling product imagery and a solid understanding of their audience, Discovery campaigns offer a way to drive consideration and spark demand, even if someone wasn’t actively searching.

Key benefits:

• Visually rich ads shown on high-traffic Google surfaces
• Designed for discovery, browsing and inspiration-based buying
• Supports both single-image and carousel formats

Best for:

• Ecommerce brands with high-quality product visuals
• Reaching people in research or discovery mode
• Building awareness and consideration alongside Shopping or Search

7. App Campaigns: Drive Downloads and In-App Conversions

If your ecommerce business has a mobile app, App campaigns are designed specifically to promote it across Google’s platforms. These campaigns automatically serve ads across Google Search, Google Play, YouTube, Discover, and the Google Display Network, all with the goal of increasing installs or driving specific in-app actions like purchases or sign-ups.

You don’t need to create multiple ad formats. Instead, you supply assets like text, images, video and your app listing, and Google generates combinations that it tests and optimises automatically.

App campaigns work best when you have a clear app strategy in place. Whether you’re launching a new app or trying to grow your existing user base, they help you connect with the right users in the right places. 

Key benefits:

• Promotes your app across Google’s entire ecosystem
• Uses automation to optimise installs or in-app goals
• Easy to set up with minimal manual input
  

Best for

• Ecommerce brands with a dedicated shopping app
• Driving app installs or repeat engagement
• Businesses looking to grow their mobile presence

When to Use Each Campaign Type

Not all Google Ads campaigns are created equal. Some are designed to bring in quick sales, whilst others focus on building long-term brand awareness. The best results often come from choosing the right campaign type for your specific goals and combining them strategically.

Here’s a breakdown to help you decide when each campaign type is most useful for your ecommerce business.

Search Campaigns

Use when:

• You want to capture high-intent traffic already searching for your products
• You need precise control over keywords, ad copy and bidding
• You’re focused on driving conversions efficiently and with a clear ROI

Shopping Campaigns

Use when:

• You sell physical products and want them to appear directly in search results
• Your store has an optimised product feed in Google Merchant Center
• You’re competing on price, reviews or visual appeal

Performance Max Campaigns

Use when:

• You want Google to optimise across all channels with minimal manual input
• You have a strong product feed and high-quality creative assets
• You’re looking to scale fast and reach new audiences efficiently

Display Campaigns

Use when:

• You’re building brand awareness or staying visible after someone visits your site
• You want cost-effective impressions across a wide audience
• Retargeting is part of your strategy to recover lost sales

Video Campaigns

Use when:

• You have a great product video or brand story to share
• You’re launching a new product or entering a new market
• You want to build emotional connection and brand recall

Discovery Campaigns

Use when:

• You want to reach new audiences passively across YouTube, Gmail and Discover
• You’re aiming for visually-led brand engagement on mobile
• You want a more creative, native-looking format for your ads

 App Campaigns

Use when:

• Your ecommerce experience is app-based
• You want to increase installs or drive in-app purchases
• You’re targeting mobile users with a seamless app journey

Common Mistakes to Avoid with Google Ads Campaigns

Even the most powerful campaign types can underperform if they’re not set up or managed correctly. Here are some of the most common pitfalls ecommerce brands run into with Google Ads and how to avoid them.

1. Choosing the wrong campaign type

Many new advertisers default to what sounds easiest or most popular, rather than thinking about their actual business goals. For example, launching a Display campaign when your main aim is direct sales can lead to wasted spend and low returns.

Tip: Always start by defining what you want, (sales, leads, awareness), and choose the campaign type that aligns with that goal.

2. Neglecting your product feed

If you’re running Shopping or Performance Max campaigns, your product feed is the backbone of your ads. Poorly written titles, missing data or unoptimised images can seriously hurt your visibility and performance.

Tip: Regularly audit your feed and make sure your product data is accurate, keyword-rich and visually appealing.

3. Ignoring audience signals

Google’s automation is powerful, but it works best when you guide it. Skipping audience signals in Performance Max or failing to set up remarketing audiences for Display can limit your results.

Tip: Use custom segments, past purchasers and remarketing data to improve targeting and performance.

4. Not testing creatives

Running one image, headline or video and calling it a day won’t cut it. Google’s machine learning performs best when it has a range of high-quality assets to test and optimise.

Tip: Add multiple headlines, images, videos and descriptions to let Google test combinations and find what converts.

5. Setting and forgetting

Automation doesn’t mean you can ignore your campaigns. Bidding strategies, budget limits and creative fatigue can all impact results over time.

Tip: Check in regularly, review what’s working, and make data-backed adjustments to keep performance strong.

Final Thoughts and Recommendations

Google Ads offers a powerful set of tools for ecommerce businesses, but success starts with choosing the right campaign type. Whether you’re launching your first ad or refining a long-running strategy, knowing how each campaign works helps you spend smarter, not more.

If you’re looking for quick wins and immediate conversions, Search and Shopping campaigns are often the best place to start. For those ready to scale or experiment with automation, Performance Max can offer reach and results across Google’s full ecosystem. And if your goal is building brand awareness or retargeting lost customers, Display, Video or Discovery campaigns can add depth to your strategy.

There’s no single formula. The best results often come from testing multiple campaign types and learning what works best for your store, products and audience.

Need help setting up the right campaign for your ecommerce business? ShopWired’s PPC services are tailored to ecommerce brands just like yours. We’ll help you build, manage and optimise campaigns that actually deliver a return.

Learn more about our Google Ads management service here.