01Capture demand
Google Search Ads
Show text ads when people actively search for what your business offers.
- Best for
- Leads, bookings, direct-response sales
- Main format
- Keyword-triggered text ads
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GOOGLE ADS ECOSYSTEM
All channels.
All channels.
One connected system
Google Ads is not one campaign type. It is a set of channels that create demand, capture intent, sell products, grow apps, and bring audiences back.
Compare the channels8core campaign types
Createawareness and consideration
Captureexisting demand and intent
Recoveraudiences that did not convert
SEARCHDISPLAYYOUTUBESHOPPINGPERFORMANCE MAXDEMAND GENAPP CAMPAIGNSREMARKETING
01 / CHOOSE
Start with the job the campaign must do
The same business may use several channels, but each campaign should have one clear primary role.
Showing all 8 channels
02Create + recover
Google Display Ads
Reach audiences with visual ads across websites, apps, and Google inventory.
- Best for
- Awareness, reach, remarketing
- Main format
- Responsive and banner ads
03Create demand
YouTube Ads
Use sight, sound, and motion to build awareness, consideration, and action.
- Best for
- Reach, storytelling, product education
- Main format
- In-stream, Shorts, and video ads
04Capture commerce
Google Shopping Ads
Turn a product feed into visual listings for shoppers comparing what to buy.
- Best for
- Ecommerce and retail catalogues
- Main format
- Product image, price, and store
05Cross-channel
Performance Max
Use one automated, goal-based campaign across Google’s full advertising inventory.
- Best for
- Conversion goals with strong data and assets
- Main format
- Mixed assets across all channels
06Create demand
Demand Gen
Use visual, social-style creative to build consideration on immersive Google surfaces.
- Best for
- Discovery, consideration, visual offers
- Main format
- Image, carousel, and video ads
07Grow an app
App Campaigns
Promote installs and in-app actions across Search, Play, YouTube, and Display.
- Best for
- Installs, engagement, in-app value
- Main format
- Automated ads from supplied assets
08Recover demand
Remarketing
Reconnect with people who visited, viewed a product, or interacted but did not convert.
- Best for
- Return visits and conversion recovery
- Main format
- Audience-led ads across channels
02 / COMPARE
Eight channels at a glance
Use this table for orientation. The detailed guides explain targeting, setup, assets, measurement, and common pitfalls.
| Channel | Primary role | Audience signal | Creative | Automation |
|---|---|---|---|---|
| Search | Capture demand | Active query | Text | Medium |
| Display | Create / recover | Audience + context | Image | Medium |
| YouTube | Create demand | Audience + content | Video | Medium |
| Shopping | Capture commerce | Query + product feed | Product listing | Medium |
| Performance Max | Cross-channel conversion | Goals + signals | Mixed assets | High |
| Demand Gen | Create demand | Audience signals | Image + video | High |
| App Campaigns | Grow an app | App goals + users | Mixed assets | High |
| Remarketing | Recover demand | Previous interaction | Varies by channel | Varies |
03 / CONNECT
Channels work better as a journey
A useful media plan connects stages instead of treating every campaign as an isolated tactic.
Create demand
Introduce the problem and the value
Capture intent
Be present when people are ready to act
Recover demand
Bring interested audiences back
Not sure where to begin?
Open Guide Map
