Fazley RabbiSearch campaigns show text ads when someone types a query into Google. Display campaigns show image ads on websites and apps. Shopping campaigns show your products with a picture and price, drawn from a product feed. Video campaigns run on YouTube. Performance Max runs one campaign across many of Google's channels and lets Google's automation decide where each ad appears. For most small businesses with a limited budget, Search is the clearest place to start, because it reaches people who are already looking for what you sell.
Intent or interruption: the difference that matters most
Every campaign type sits somewhere between two ideas.
- Intent: the person is actively searching. Someone who types "fridge repair Mirpur" has a problem today. Search and Shopping catch that moment.
- Interruption: the person is reading news, watching a video or scrolling, and your ad appears alongside. Display and Video work this way, much like Facebook ads. They can create interest, but most viewers weren't looking for you.
Neither is better in general. Intent campaigns usually convert more readily but are limited by how many people search. Interruption campaigns reach more people but need a stronger ad to earn attention. If you are still weighing paid search against organic work, read SEO or Google Ads first.
The five types at a glance
| Type | Where ads appear | What you provide | Typical fit |
|---|---|---|---|
| Search | Google search results | keywords and text ads | services and products people search for |
| Display | websites and apps in Google's network | images, logos, headlines | reminders to past visitors, broad awareness |
| Shopping | search results and shopping areas, with image and price | a product feed in Google Merchant Center | online stores with many products |
| Video | YouTube and partner placements | video ads | products that need showing, brand building |
| Performance Max | across Google's channels from one campaign | text, images, video, a goal, and a feed if you sell products | advertisers with reliable conversion tracking |
A closer look at each
Search
You choose keywords, write ads and pay when someone clicks. Control is high, and so is the need for care: how loosely Google matches your keywords decides who sees the ad. Read keyword match types and negative keywords before you launch.
Display
Display reaches many people at a low cost per view, but intent is low and some clicks are accidental, especially in mobile apps. It often works best for reminding people who have already visited your site. Review where your ads appeared and exclude placements that bring no value.
Shopping
Shopping ads come from a product feed: a structured list of your products with titles, prices, images and availability, held in Google Merchant Center. The feed must be accurate and match your website. Shopping is not available in every country or for every product type, so check Google's Merchant Center help pages for the markets you sell into.
Video
Video ads run before, during or beside YouTube videos. Many can be skipped, so the opening seconds decide everything. They suit products that are easier to understand when shown, such as a machine at work or a dish being cooked.
Performance Max
Performance Max takes your assets and your goal and spreads ads across Search, YouTube, Display, Gmail, Maps and more. It can find conversions you might otherwise miss, but you get less control and less detail about exactly where the money went. It depends heavily on conversion data, so it is a poor first campaign if your tracking is weak.
Which one to start with
These are hypothetical starting points, not rules:
- A plumber or AC technician in Chattogram: Search, limited to the service area, with call tracking. See Google Search ads for local service businesses.
- An online store with many products and working tracking: Shopping, where available, and later a Performance Max test.
- A new food brand launching a product: Video for reach, then Display or Search to follow up.
- An exporter looking for foreign buyers: Search in the target countries, in English, built around specific product terms.
Before launching any campaign
- Conversion tracking is set up and tested.
- The ad leads to a relevant page, not just the home page.
- Someone answers calls and messages while the ads are running.
- You have decided what a lead or a sale is worth to you.
- You will check search terms and placements every week.
If you want help choosing and setting up the right campaign type, see my social media and ads management service.