Google Ads and Microsoft Ads offer a wide range of different types of campaigns. The advertising programs thus consist of more than just keyword campaigns. Each campaign type has its own strengths and is suitable for specific marketing goals.

The following campaign types are possible to implement:

Search Campaigns (Search Ads)

Search campaigns are the most well-known form of Google Ads.

In this case, text advertisements appear above or below the organic search results when someone actively searches for a product or service.

When to use:

• If you want to be visible on keywords with relevant intent, such as “mortgage advisor Amsterdam” or “buy shoes online”.

• Suitable for direct conversions (inquiries, purchases, registrations).

• Prerequisite: a good proposition, a thorough keyword analysis, and relevant landing pages.

Display Campaigns

Display campaigns show visual banners or text advertisements on millions of websites and apps that are part of the Google Display Network (GDN).

When to use:

• For brand awareness and visibility to a broad audience.

• If you want to use remarketing: reach previous website visitors again with banners.

• Prerequisite: strong visuals and clear call-to-actions.

Shopping Campaigns

Shopping campaigns are specially developed for webshops.

Products are shown directly in the search results with a photo, price, and brand.

When to use:

• If you sell physical products through a webshop.

• For consumers who are comparison shopping (price, product features).

• Prerequisite: a well-set-up Google Merchant Center with an up-to-date product feed.

Video Campaigns (YouTube Ads)

With video campaigns, you can advertise via YouTube, which is part of Google.

You can choose between in-stream advertisements (before, during, or after a video) or bumper ads of a few seconds.

When to use:

• For brand awareness, storytelling, and branding.

• If you want to reach a specific target audience based on interests or behavior.

• Prerequisite: a professionally produced video that quickly captures attention.

App Campaigns

App campaigns are designed to stimulate downloads and interactions. Google automatically displays the advertisements in Search, Display, Play Store, and YouTube.

When to use:

• If you have an app that you want to get more downloads or active users for.

• Prerequisite: an app in the Google Play Store or Apple App Store and clear goals (downloads, in-app purchases).

Demand Gen Campaigns

Demand Gen Ads appear in places where users discover content, such as the YouTube homepage, Gmail promotions tab, and Google Discover feed.

When to use:

• For reaching people who are open to inspiration or new products.

• If you have visually strong advertisements and want to appeal to new target groups.

• Prerequisite: creative and attractive visuals or product feeds.

Performance Max (Pmax) Campaigns

Performance Max is a relatively new campaign type in which Google applies a lot of automation.

Your advertisements are distributed across all channels through one campaign: Search, Display, YouTube, Gmail, Discover, and Maps.

When to use:

• When you want to test PMax as a Shopping campaign by only using a product feed

• If you want to get as many conversions or as much value as possible from one campaign.

• When your budget needs to be efficiently distributed across multiple networks.

• Prerequisite: good input of assets (texts, images, videos) and clear conversion goals.

With Google Ads and Microsoft Ads, you can choose from different campaign types, each with its own function:

• Search campaigns → respond to direct search intent.

• Display → brand awareness and remarketing.

• Shopping → sell products via search results.

• Video → storytelling and branding via YouTube.

• App → stimulate downloads and usage.

• Demand Gen → inspire new target groups.

• Performance Max → automation and conversion focus.

The choice of a campaign always depends on your objective, target audience, and resources.