The Best Google Ads Campaign Types to use in 2025
Jul 23, 2025Are you struggling to choose the right Google Ads campaign type in 2025?
You’re not alone. With constant changes in platform features and conflicting advice from experts, it’s easy to feel overwhelmed.
One source tells you to run the full suite—Performance Max, Demand Gen, and AI-powered automation—while seasoned Google Ads veterans argue you should stick to traditional Search campaigns with tightly focused ad groups and exact match keywords.
So what’s the best approach?
The answer depends on your business model, goals, and budget.
This guide will walk you through the core Google Ads campaign types and show you how to pick the right mix based on five essential questions.
What Are the Main Google Ads Campaign Types in 2025?
Before you choose a campaign, it’s important to understand the options available. As of 2025, Google offers seven main campaign types:
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Search – Text-based ads on Google search results
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Shopping – Product listings for ecommerce businesses
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Display – Image/banner ads across websites and apps in the Google Display Network
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Video – Ads shown on YouTube before, during, or alongside videos
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Performance Max (PMAX) – Automated campaigns that run across all Google platforms
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Demand Gen – AI-driven campaigns for visually engaging placements on YouTube, Gmail, and Google Discover
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App – Campaigns focused on mobile app installs and engagement
Each campaign type serves a specific purpose in the customer journey—from generating awareness to driving conversions.
👉 Google Ads Updates 2025: Key Takeaways from Google Marketing Live
Where Do Google Ads Actually Appear?
Knowing where your ads show up is crucial for campaign planning. Here's a quick breakdown:
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Search and Shopping ads appear directly on Google’s search engine results page (SERP), ideal for capturing high-intent users.
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Display ads are shown across millions of websites and mobile apps.
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Video ads run on YouTube, either before or during videos, or on the YouTube homepage.
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Demand Gen and PMAX ads can show on platforms like Gmail, YouTube Shorts, and Google Discover.
Because each campaign type targets users at different stages of the funnel, your strategy should reflect where your audience is in their buying journey.
How to Choose the Right Google Ads Campaign Type: 5 Key Questions
To simplify your decision-making process, ask yourself the following questions:
1. What Type of Business Do You Run?
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Ecommerce brands often benefit most from a combination of Shopping, Search, and Performance Max.
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Local service businesses tend to get better results from Search ads, especially when paired with call extensions and remarketing via Display.
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SaaS and digital product companies typically rely on Video for top-of-funnel awareness, combined with Search for capturing interest.
2. Are You Selling a Product or a Service?
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If you’re selling physical products, prioritize Shopping, Performance Max, and Search campaigns.
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If you offer services, Search and Display may be more effective.
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For software or digital services, combine Video (for demos or tutorials) with targeted Search campaigns.
3. Is This Your First Google Ads Campaign?
For most new advertisers, the best starting point is Search campaigns focused on high-intent keywords. If you’re in ecommerce, consider adding Shopping campaigns as well.
Avoid complex, AI-driven campaigns like Performance Max until you have enough data to feed into Google's automation systems.
4. What’s the Search Volume for Your Keywords, and What’s Your Budget?
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If your keywords have low search volume or you have a limited budget, supplement your strategy with Display or Video campaigns to expand reach.
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If there’s high search demand and you have a healthy ad budget, focus on Search campaigns to maximize conversions.
5. What Is the Primary Goal of Your Campaign?
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For direct sales, Shopping and Performance Max are powerful choices.
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To drive lead generation or phone inquiries, use Search ads with call extensions.
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If your focus is on brand awareness, prioritize Video, Display, or Demand Gen campaigns.
Final Thoughts: Build a Strategy, Not Just a Campaign
The most effective Google Ads strategy in 2025 isn’t about using every tool available—it’s about choosing the right tools for the job.
Focus on your business objectives, understand your audience's behavior, and use the campaign types that align with where they are in the funnel. Then, test and refine based on data.