Choose the Right Google Ad Type for Your Campaign

Not every Google ad campaign has the same goal. Some campaigns focus on reaching people actively searching for a service, while others help you build awareness or reach potential customers across different Google platforms.

Choose the Right Campaign Type

Search: Our Top Recommendation

Best for: Reaching people who are actively searching for your products or services.

Search ads are text ads that appear on Google Search when someone looks for something related to your business. They're a great starting point because you can reach people who are already interested in what you offer.

Choose Search when you want to:

• Generate leads and inquiries
• Reach people searching for local services
• Drive traffic to your website
• Promote a specific service or offer

Example: A local gym runs ads for people searching “gyms near me” or “personal training in [city].”

Our recommendation: Start with Search when your goal is to generate leads or reach customers who are actively looking for your services.

Display

Best for: Building awareness and reaching potential customers across websites and apps.

Display ads use visual creative, such as images and graphics, to reach people as they browse websites and apps across Google's Display Network.

Unlike Search, these ads don't rely on someone actively searching for your service. They're useful for introducing your brand to new audiences or keeping your business top of mind.

Choose Display when you want to:

• Increase brand awareness
• Promote a special offer or event
• Reach new audiences
• Remind potential customers about your business

Example: A dance studio runs image ads promoting an upcoming class or grand opening across relevant websites and apps.

Keep in mind: Display can help you reach more people, but reaching a larger audience doesn't always mean generating more leads.

Performance Max

Best for: Reaching potential customers across multiple Google channels through one campaign.

Performance Max uses Google's automation to help find customers across channels including Search, YouTube, Display, and more. It uses your campaign goals, creative assets, and available audience signals to help optimize performance.

Choose Performance Max when you want to:

• Reach customers across multiple Google channels
• Generate leads or conversions across different placements
• Let Google's automation help optimize campaign delivery
• Expand beyond Search ads alone

Example: A home services franchise uses Performance Max to find potential customers through Search, YouTube, and Display ads.

Keep in mind: Performance Max offers broader reach, but you have less direct control over budget and where individual ads appear than with a Search-only campaign.

How to Choose

If your main goal is…	Start with…
Generate leads from people searching for your service	Search
Build awareness with visual ads	Display
Reach potential customers across multiple Google channels	Performance Max

If you're new to Google Ads and want to generate local leads, Search is our recommended starting point. You can test other campaign types as your goals and budget evolve.

Set Up Your Campaign Type in Flamel

Once you've decided which campaign type fits your goal select it in the Campaign setup section when building your playbook.

Before You Launch

• Does your campaign type match your goal?
• Are you targeting the right locations and audience?
• Is your budget appropriate for the campaign?
• Does your creative match the campaign type?
• Is your landing page relevant to the ad?

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