What are the different types of Google Ads?
In 2025, Google Ads continues to offer a variety of campaign types, each tailored to different marketing goals and platforms. Here’s a quick overview of the main options available:
- Search campaigns – Text-based ads displayed in Google Search results are perfect for capturing high-intent users actively searching for your products or services.
- Performance Max campaigns – All-in-one, AI-driven campaigns that automatically optimize across all Google channels (Search, Display, YouTube, Gmail, Discover, Maps) based on your conversion goals.
- Display campaigns – Visual banner ads are shown across millions of websites and apps on the Google Display Network. Ideal for building awareness and retargeting visitors.
- YouTube campaigns – Video ads that appear on YouTube and across video partner sites. Formats include skippable in-stream, bumper ads, and in-feed video ads — great for storytelling and audience engagement.
- Shopping campaigns – Product-based ads for e-commerce appear in Google Search and Shopping tabs and are synced with your product feed in the Merchant Center.
- Demand Gen campaigns – Visual and video ads designed for mid- and upper-funnel reach, shown in YouTube, Discover, and Gmail – replacing Discovery campaigns.
- App campaigns – Automated campaigns promoting mobile apps across Google Search, Play Store, YouTube, and Display.
source: zapier.com
1. Responsive Search Ads (RSAs)
Responsive Search Ads give advertisers the flexibility to provide multiple headlines and descriptions. Google then dynamically tests and optimizes different combinations to improve performance.
Responsive Search Ad key features:
- Up to 15 headlines (max 30 characters each).
- Up to 4 descriptions (max 90 characters each).
- Google automatically combines elements to match user search queries.
source: Google
Responsive Search Ad best practices:
- Include relevant keywords in your headlines and descriptions.
- Vary headline lengths by mixing short and long variations.
- Use strong calls to action (CTAs) and highlight your unique value proposition.
- Maintain consistent messaging across all assets.
Best for:
- Search Campaigns – Best for capturing demand and driving high-intent conversions. Ideal when users are actively searching for your product or service.
- Performance Max Campaigns – Great for driving conversions across channels. Great for advertisers who want full-funnel reach with automated optimization.
- Display Campaigns – Useful for building brand awareness and retargeting, keeping your brand visible across websites, apps, and YouTube.
- YouTube Campaigns – Best for brand storytelling and video engagement. Great when you want to reach and influence audiences through video.
- Shopping Campaigns – Perfect for showcasing e-commerce products directly in search results with images, pricing, and reviews.
- Demand Gen Campaigns – Strong choice for mid-funnel engagement and visual storytelling. Effective for reaching users on YouTube, Gmail, and Discover with rich creative formats.
- App Campaigns – Ideal for app installs and in-app actions. Fully automated and optimized to find the most valuable users across Google platforms.
While each Google Ads campaign type has unique strengths, the most effective choice ultimately depends on your overall marketing strategy, target audience, product or service, and business objectives. The suggestions above reflect the most effective and common use cases, but in practice, campaigns can be tailored and combined in many ways. For example, YouTube can support performance goals, Search can be used for brand awareness, and Performance Max can flexibly adapt based on your creative assets and conversion tracking.
In short, the most successful campaigns are those that align with your specific goals—and more often than not, a combination of campaign types working together across the customer journey delivers the most substantial results.
2. Display Ads
Display Ads appear across millions of websites and apps in the Google Display Network (GDN) and are available in various static and dynamic formats.
Standard Display Ad dimensions:
- Square: 250×250
- Small square: 200×200
- Banner: 468×60
- Leaderboard: 728×90
- Inline rectangle: 300×250
- Large rectangle: 336×280
- Skyscraper: 120×600
- Wide skyscraper: 160×600
- Half page: 300×600
- Large leaderboard: 970×90
- Mobile banner: 320×50
Safe zones & best practices:
- Avoid placing text or key visuals near the edges to prevent them from being cut off on specific placements..
- Ensure your brand logo is clearly visible.
- Use high-resolution images (PNG or JPEG) to maintain visual quality across all screen sizes.
- Leverage strong contrast between text and background colors to improve readability and impact.
- Test a variety of ad sizes, as different placements support different dimensions.
source: beedash.com
3. Responsive Display Ads (RDAs)
Responsive Display Ads automatically adjust their size, appearance, and format based on available ad space. Google assembles these ads using uploaded assets (images, logos, headlines, and descriptions).
Asset requirements:
- Landscape image: 1200×628 pixels (1.91:1 aspect ratio).
- Square image: 1200×1200 pixels (1:1 aspect ratio).
- Logo: 512×128 pixels (1:1 or 4:1 ratio).
- Headlines: Up to 5 (max 30 characters each).
- Descriptions: Up to 5 (max 90 characters each).
Best practices:
- Use high-quality, diverse images.
- Include multiple headline variations with different angles.
- Experiment with different calls to action (CTAs) to identify which messages drive the most clicks and conversions.
- Maintain consistent branding across all assets.
source: plusroi.com
4. Video Ads (YouTube & Google Video Partners)
Google Ads supports various video ad formats designed for YouTube and Google Video Partners.
Video ad types:
- Skippable In-Stream Ads: They are played before, during, or after YouTube videos; users can skip them after 5 seconds.
- Non-Skippable In-Stream Ads: Must be watched entirely; usually 15 seconds long.
- Bumper Ads: Short, 6-second, non-skippable ads designed for reach.
- Outstream Ads: Played on partner sites and apps outside YouTube.
- Masthead Ads: Premium placement on YouTube’s homepage.
Specs & best practices:
- Recommended resolution: 1920×1080 (Full HD).
- Minimum duration: 6 seconds.
- Max file size: 1 GB.
- Format: MP4 or MOV.
- Add captions for better accessibility.
- Try to capture users’ attention within the first 3 seconds.
source: googleadsshark.com
5. Discovery ads
Discovery ads appear in visually rich formats across YouTube, Gmail, and Google Discover, helping brands engage with high-intent audiences.
Asset requirements:
- Headline: Up to 40 characters.
- Description: Up to 90 characters.
- Landscape image: 1200×628 pixels (1.91:1 aspect ratio).
- Square image: 1200×1200 pixels (1:1 aspect ratio).
- Logo: 1200×1200 pixels.
Best practices:
- Use eye-catching and high-quality images.
- Make sure your brand is clearly visible within the visuals.
- Write compelling headlines that spark curiosity.
- Avoid excessive text overlay on images to maintain clarity.
source: digitalmarketingdan.com
6. Performance Max ads
Performance Max campaigns serve ads across multiple Google placements, including Search, Display, YouTube, and Discovery, using a mix of assets.
Asset requirements:
- Images: The specifications are the same as those for Responsive Display Ads.
- Video: Strongly recommended but not required. If no video is provided, Google will auto-generate one, which may not align with your brand’s quality standards.
- Text: Multiple headlines (30 characters) and descriptions (90 characters).
- CTA: It can be automated or selected from the platform’s various predefined options.
Best practices:
- Provide a variety of assets to improve machine-learning optimization.
- Ensure consistent branding across all assets.
- Use engaging video content to boost performance.
source: socialgeeks.com.au
7. App campaigns
App campaigns promote your mobile app across Google Search, Play Store, YouTube, Discover, and the Display Network — driving installs, engagement, and in-app actions at scale.
Asset requirements:
- Headline: Up to 30 characters.
- Description: Up to 90 characters.
- Portrait video: 2:3 or 9:16 aspect ratio.
- Landscape video: 16:9 aspect ratio.
- Square video: 1:1 aspect ratio.
- Image (optional): 320×480 (portrait), 480×320 (landscape), or 1200×1200 (square).
- App icon: Automatically pulled from the Play Store/App Store.
Best practices:
- Include a mix of portrait, landscape, and square video formats.
- Highlight core app features and value propositions early in the video.
- Keep messaging concise, clear, and action-driven.
- Localize assets for key markets to improve relevance.
- Incorporate strong, direct calls to action like “Download now” or “Try for free.”
source: megadigital.ai
Conclusion
Understanding the various ad formats available in Google Ads—and their specific requirements—is key to running high-performing campaigns. Whether using search, display, video, or discovery ads, following best practices and safe zones ensures your creatives remain visually appealing and effective. By leveraging high-quality assets, testing variations, and continuously optimizing, advertisers can maximize engagement and get the most out of their Google Ads investment.
Want to take your Google Ads strategy further? Explore how we can help you grow with Google Ads right here. And if you’d like to chat, we’re just a message away. Let’s make your ads work harder (and smarter).
