Full Definition
When you create a campaign in Google Ads, the first decision is the campaign type — this determines the ad format, where ads appear, and how bidding works. Choosing the wrong campaign type for your goal is one of the most expensive beginner mistakes.
**Search campaigns**: Text ads triggered by specific keywords on Google Search. Best for capturing intent from people actively searching for what you sell. Highest conversion rates.
**Display campaigns**: Image and banner ads shown across 2 million+ websites in Google's partner network. Best for awareness, retargeting, and reaching audiences who aren't actively searching.
**Shopping campaigns**: Product image ads that appear when people search for products. Require a product feed via Google Merchant Centre. Essential for e-commerce.
**Video campaigns (YouTube)**: In-stream or bumper video ads on YouTube. Best for brand storytelling and awareness.
**Performance Max (PMax)**: Google's newest all-in-one campaign type that uses AI to serve ads across Search, Display, YouTube, Gmail, and Maps from a single campaign. Best when you have solid conversion data for Google to optimise against.
**App campaigns**: Promote app downloads across all Google surfaces.
For most small businesses starting with Google Ads, a tightly controlled Search campaign targeting their 10–20 most commercial keywords is the safest starting point — maximum intent, easiest to control.
Actionable tip: Don't start with Performance Max if you're new to Google Ads. It needs existing conversion data to function well. Start with Search, build your conversion history, then graduate to PMax.