Pay-per-click (PPC) advertising, specifically its types, isn’t universal.
What works for a retail brand might flop for a service-based business, and vice versa. Success depends on choosing the right campaign for your specific needs and audience.
In this blog, we’ll break down the most popular types of PPC campaigns, explore how they work and help you optimize your ads. You’ll also find ad examples or previews for each.
| 1. Search Ads 2. Display Ads 3. In-stream Ads 4. Shopping Ads 5. Remarketing Ads 6. Social Media Ads 7. Native Ads 8. Local Service Ads 9. Demand Ads 10. Gmail Ads 11. Amazon Ads |
11 Types of Paid Advertising Campaigns
Understanding the right type of paid advertising campaigns for your business ensures that your marketing efforts target the right audience, maximizing your return on investment.
However, choosing the wrong campaign type can lead to wasted resources and missed opportunities to connect with potential customers effectively.
Here are the top types of paid advertising campaigns you may want to try for your business:
1. Search Ads
| What Are Search Ads? | |
|---|---|
| Paid search ads are text-based ads that show up on search engine results pages (SERPs) when someone searches for keywords relevant to your business. |
For example, if you run a flower shop and someone Googles “flower delivery near me,” your paid search ads could appear at the top of the page if you’ve targeted that keyword.
You’ll find paid search advertising campaigns primarily on platforms like Google Ads, Microsoft Ads (Bing) and even smaller niche engines like DuckDuckGo.
The beauty of search ads is that they connect you with customers who are already looking for what you offer. If you’re targeting high-intent keywords (think: “best running shoes” vs. “types of running shoes”), you’re meeting potential buyers exactly at the start of their journey.
For local businesses like restaurants and repair services, paid search advertising is especially effective to get immediate results.
When it comes to paid search ads, there’s always this question: Should you pay to rank for your own business name? The consensus is not entirely black and white.
Bid on your own business name for more control of the narrative and to fend off competitors who might target your name. Plus, paid search advertising ensures you own the prime real estate at the top of the page — even above organic results.
But if you dominate organic search results and have minimal competition, you might save money by skipping branded campaigns.
Examples of search ads
When we searched for “Ahrefs alternative,” we found four different companies bidding on that keyword. Interestingly, Ahrefs itself didn’t bid on the term.
📗 Related read: Targeting the Wrong Audience? Top Keyword Mistakes in Google Ads (and How To Fix Them)
2. Display Ads
| What Are Display Ads? | |
|---|---|
| Display ads are visual-based advertisements that appear on websites, apps or videos within the Google Display Network or other ad networks. |
Unlike search ads, which rely on text and appear only when users search for specific keywords, display ads focus on imagery and are shown to users while they browse the web, whether they’re shopping, reading blogs or watching videos.
Display ads are ideal when it comes to brand awareness and retargeting. They’re perfect for staying top-of-mind with people who’ve interacted with your business or for introducing your brand to a broader audience.
Such ads, like Google display ads, are notorious for attracting accidental clicks or being ignored altogether due to “banner blindness” (when people subconsciously overlook ads on a page).
To manage this problem:
• Target the right audience. Use audience segmentation tools to ensure your ads are seen by people most likely to care about your offer.
• Optimize creatives. Use bold visuals, engaging headlines and clear CTAs. Ensure your ad design aligns with your brand but also stands out on cluttered web pages.
• Leverage retargeting. Show ads to people who’ve already visited your site or interacted with your brand. These audiences are more likely to click and convert.
Example of a display ad
You also want to experiment with placements. Test different platforms, from sites to apps, to find where your audience engages most.
3. In-Stream Ads
| What Are In-Stream Ads? | |
|---|---|
| In-stream ads are video ads that play before, during or after video content on different platforms outside search. |
While all in-stream ads are video ads, not all video ads are in-stream. The key difference lies in placement — video ads could also appear as part of display campaigns or on social media feeds, but in-stream ads are embedded within a video-watching experience.
You can place in-stream ads on platforms like:
• YouTube (through Google Ads)
• Facebook Watch
• Instagram Stories and Reels
• Twitch and other streaming services
They’re ideal for:
• Service-based businesses offering explainer videos about their services
• Entertainment companies promoting new movies, shows or games
• eCommerce brands showcasing product demos or customer testimonials
4. Shopping Ads
| What Are Shopping Ads? | |
|---|---|
| Shopping ads are highly visual ads that showcase product details like store names, images, prices and ratings directly in search results. |
Unlike text-heavy search ads, shopping ads focus on helping users compare products at a glance, making them perfect for eCommerce businesses.
Shopping ads appear primarily at the top of search engine results pages (SERPs) on Google, Bing or even Yahoo. You might also notice them in the Google Shopping tab, across YouTube Ads and on partner sites in the Display Network.
For example, search for “red sneakers,” and you’ll likely see a scrolling row of product images with prices and retailer names at the top of the results page — that’s a shopping ad in action.
Google Shopping is where shopping ads truly shine. Think of it as a giant virtual mall where shoppers can browse, compare and buy products from different stores, all in one place. Here’s what makes Google Shopping ads special:
• You can post rich product listings. Each listing includes photos, prices, reviews and sometimes even promotions.
• Users have an intuitive shopping experience. Shoppers can filter by price, brand or store, making it easy to find exactly what they need.
• There’s an easy Buy on Google feature. Certain products even allow users to purchase directly through Google, streamlining the buying process.
Preview of Google Shopping ads
Remember that Google Shopping ads rely on your product feed for everything — titles, descriptions, images, pricing and availability. If your feed isn’t perfectly accurate or up to date, your ads might get disapproved or, worse, mislead potential buyers.
5. Remarketing Ads
| What Are Remarketing Ads? | |
|---|---|
| Remarketing ads (sometimes called retargeting ads) are a type of PPC campaign designed to re-engage users who have interacted with your website, app or ads but didn’t take the desired action. |
These ads target warm leads, who are users who already showed interest in your business. Instead of starting from scratch, you’re nudging people who are familiar with your brand, which often results in higher conversion rates compared to cold outreach.
Remarketing ads can run across multiple platforms:
• Google Ads: Google’s Display Network and YouTube Ads are popular for remarketing campaigns. Set up audience lists using Google Analytics or Google Ads to track visitors and retarget them with ads.
• Social Media Platforms: X, Facebook, Instagram, LinkedIn and TikTok offer robust retargeting options. Upload customer data or use tracking pixels to create custom audiences for remarketing campaigns.
• Third-party Ad Networks: Networks like AdRoll or Criteo can extend your reach across various websites and apps.
Here’s how you can make it work:
• Install tracking tools. Use cookies, pixels (like Facebook’s pixels) or tags to track user activity on your site or app.
• Build audience lists. Segment your audience based on their behaviors (e.g., cart abandoners, page visitors or app users).
• Create tailored ads. Show ads that align with their specific actions, such as revisiting an abandoned product or promoting a similar service.
• Set frequency limits. Avoid bombarding users with too many ads, which can feel intrusive.
With this, your brand is in front of people as they browse other websites, use apps or even scroll through social media.
Example of a retargeting ad
The example ad of a book above appeared on a news site after searching for an eReader.
6. Social Media Ads
| What Are Social Media Ads? | |
|---|---|
| Social media ads are paid advertisements run on platforms like Facebook, Instagram, TikTok and X (formerly Twitter). |
These ads target specific audiences based on interests, behaviors, demographics and more. Unlike organic posts, social media ads, with their precise targeting capabilities, are optimized for reach and conversions.
Here’s a brief breakdown of the ad formats on top paid social media advertising platforms:
Facebook:
• Image Ads: Simple static images with text and a link.
• Video Ads: Short videos that can be played in-feed or as stories.
• Carousel Ads: Multiple images or videos swipeable in a single ad.
• Collection Ads: A combination of a hero image or video with a product catalog.
• Lead Ads: A streamlined way to collect user information directly within Facebook.
Instagram:
• Feed Ads: Image or video ads that appear in the user’s feed.
• Story Ads: Full-screen ads that appear between stories.
• Reels Ads: Short-form video ads that appear in the Reels feed.
• Explore Ads: Ads that appear in the Explore tab.
• Shop Ads: Interactive ads that showcase products and allow direct purchases.
TikTok:
• In-Feed Ads: Video ads that blend seamlessly with organic content.
TopView Ads: The first ad a user sees when opening the app.
• Spark Ads: Amplify existing organic content.
• Branded Effects: Interactive AR filters and stickers.
X:
• Promoted Posts: Boosts a specific tweet to a wider audience.
• Promoted Accounts: Suggests your account to other users.
• Carousel Ads: Multiple images or videos in a single ad.
• Video Ads: Short videos embedded within posts.
• Moment Ads: Ads within curated stories or threads.
Example of a social media ad
While directly boosting an organic post on platforms like Facebook might seem convenient, it’s often a trap for beginners in paid social media advertising. Boosted posts primarily focus on increasing impressions, meaning more people see your content. That doesn’t guarantee meaningful engagement, clicks or conversions.
You want to use the Ads Manager (or equivalent) instead of the “Boost Post” button for better targeting, clearer objectives and overall more control over your ads.
7. Native Ads
| What Are Native Ads? | |
|---|---|
| Native ads are a type of paid advertisement that seamlessly meshes with the platform’s content, mimicking the look and feel of the surrounding material. |
These ads don’t scream “advertisement” as Google display ads do and are often labeled subtly with terms like “Sponsored” or “Promoted.”
Examples include sponsored articles, in-feed social media ads and recommendation widgets at the end of articles (“You May Also Like…”).
Native ads work exceptionally well for brands aiming to build awareness, educate audiences, or tell a story. However, they’re not ideal for every business.
Great for:
• Brands in competitive markets where traditional ads face “banner blindness.”
• Content-heavy industries like finance, education or wellness.
• Businesses looking to establish authority through thought leadership or storytelling.
Not ideal for:
• Products or services with limited appeal or urgency that don’t warrant lengthy content consumption.
• Campaigns requiring immediate, direct conversions.
Your native ad should feel more like helpful content than a sales pitch. Provide value upfront — whether through educational articles, how-to guides or engaging storytelling. Audiences are more likely to trust brands that teach or entertain first.
Example of a native ad
The example above appeared directly on the news site, and its straightforward design is cohesive with the site’s overall look and feel.
Not every platform or audience reacts the same way to native ads. Experiment with different platforms (news sites, social media, content recommendation widgets) and headlines to find the sweet spot for engagement and ROI.
8. Local Service Ads
| What Are Local Services Ads? | |
|---|---|
| Local Service Ads (LSAs) are Google’s ad format tailored for businesses offering local services. |
Example businesses are plumbing, roofing, legal assistance, house cleaning or real estate. Unlike traditional PPC ads, LSAs focus on generating leads rather than clicks, allowing potential customers to call or message directly from the ad.
These ads appear at the very top of Google search results, even above traditional text-based search ads, often with a “Google Guaranteed” or “Google Screened” badge. The badge builds trust by showing users that the business has been vetted by Google.
While LSAs are effective for service-based businesses, they’re not ideal for:
• Large corporations. If your business isn’t dependent on local customers.
• Niche services without broad local demand. If your service is highly specific or rarely sought after in your area.
• eCommerce businesses. LSAs focus on connecting local customers with service providers, not selling products.
Preview of a Local Services ad
LSAs use a pay-per-lead pricing model rather than pay-per-click. The cost of each lead depends on the industry, location and demand. If your ad isn’t properly set up and your business receives unqualified or irrelevant leads, costs can add up quickly.
To run LSAs, sign up on the Local Services Ads platform.
📗 Related read: How To Rank Higher on Google Maps in 11 Easy Steps
9. Demand Gen Ads
| What Are Demand Gen Ads? | |
|---|---|
| Demand Gen Ads are Google’s revamped format of Discovery Ads, designed to enhance engagement with audiences across multiple channels like YouTube, Gmail and Google Discover. |
These ads focus on demand generation, a strategy that nurtures consumer interest in products or services rather than fulfilling immediate purchase intent.
Google Demand Gen Ads are not exclusive to Google. While they leverage Google’s platforms like YouTube, Gmail and Discover, they can also appear on other platforms and networks that Google partners with, making them particularly impactful for brands seeking new audiences.
Preview of a Demand Gen ad on YouTube Shorts
Some Demand Gen Ads may appear in search results. Still, they differ significantly from traditional Search Ads. Search Ads target users actively searching for specific keywords, focusing on intent-driven results. In contrast, Demand Gen Ads aim to introduce new products or services to users who may not yet be actively searching but fit the target audience profile. They prioritize engagement over immediate conversions.
A key tip for using Demand Gen Ads is to ensure your visuals and messaging are tailored to capture attention quickly. Since these ads are often served to users passively scrolling through feeds, subpar creatives can result in skipped or ignored ads.
10. Gmail Ads
| What Are Gmail Ads? | |
|---|---|
| Gmail Ads, also known as Gmail Sponsored ads, are advertisements that appear in a user’s Gmail inbox, specifically in the “Promotions” or “Social” tab. |
Essentially, they are part of the Demand Gen ads. These ads resemble regular emails but are marked as “Ad” and often include a subject line, sender name and brief preview text, similar to a typical email. When clicked, they expand like a full email and can contain multimedia elements like images, videos or clickable links leading to landing pages.
Some shy away from Gmail ads because they think they would come across as annoying. When done right, Gmail Ads can be highly effective. You want to target users based on intent and interests, such as previous searches or browsing behavior, to make the messaging feel personalized rather than intrusive.
Here are three tips to make Gmail ads work:
• Hook them with personalization. Treat the ad like a real email from a trusted sender. Use a subject line that sparks curiosity or addresses a specific need. For instance, instead of generic phrases like “20% Off Sale,” try “Your Exclusive Winter Style Picks — Just for You.” Gmail Ads allow dynamic keyword insertion, so take advantage of it to personalize at scale.
• Design it like a landing page, not an email. Once the user opens the ad, make the expanded content worth their time. Incorporate clear visuals, concise messaging and a single, actionable CTA (Call-to-Action). Treat the expanded ad as a micro-landing page with a smooth and engaging experience rather than just an email with cluttered links.
• Leverage retargeting for precision. Another Gmail Ads tactic is combining them with remarketing lists. If someone abandoned their cart or browsed a specific product, Gmail Ads can nudge them in a personalized way. For example, you could send a subject line like “Still thinking about these shoes? Here’s 15% Off!” paired with enticing visuals of the exact item.
Preview of a Gmail ad
Again, the key to avoiding annoyance is relevance in targeting — poor targeting can make the ads feel spammy.
11. Amazon Ads
| What Are Amazon Ads? | |
|---|---|
| Amazon Ads are paid advertisements designed to help sellers and brands promote their products directly on Amazon’s platform or across Amazon’s partner network. |
These ads are designed to showcase products to relevant audiences based on their search behavior, shopping history, interests and more. Formats include:
• Sponsored Products: Ads for individual product listings that appear in search results or on product detail pages.
• Sponsored Brands: Ads featuring a brand logo, custom headline and multiple products, often at the top of search results.
• Sponsored Display: Retargeting ads that appear both on and off Amazon to re-engage potential customers.
• Video Ads: Dynamic ads displayed in Amazon search results or on Fire TV.
Amazon Ads aren’t limited to Amazon’s website or app. Sponsored Display ads, for instance, are shown on third-party sites and apps within Amazon’s partner network, targeting users who have browsed similar products or categories.
In the ad platform, Amazon’s Perfect Launch strategy is designed to help new products gain traction during their critical first few weeks. This approach emphasizes using a mix of organic and paid tactics to boost a product’s discoverability and performance metrics.
📗 Related read: Amazon PPC: Everything You Need To Know
7 Tips for Optimizing PPC Campaigns
PPC campaign management can cost you without caution and strategy. Try these practical tips for optimizing PPC campaigns.
1. Regularly Refine Negative Keywords
While most people focus on adding new keywords, refining your negative keywords is equally crucial. Exclude terms that attract irrelevant traffic to avoid wasted spend.
For example, if you’re selling high-end running shoes, use negative keywords like “cheap,” “free” or “running shoes repair” to block non-converting searches. Continuously analyze search query reports to update this list.
2. Leverage A/B Testing for Ad Copy and CTAs
Test different ad variations to find what resonates most with your audience. For instance, run two ads with slightly different CTAs — “Buy Now and Save 20%” vs. “Limited-Time Offer: 20% Off Today.”
Then, performance metrics like CTR (click-through rate) and conversions can be monitored to determine which drives better results. Always experiment with headlines and descriptions.
3. Optimize for Ad Extensions
Extensions like sitelinks, callouts and structured snippets can significantly improve ad visibility and CTR.
Adding a sitelink for “Free Shipping” or “View Reviews” could attract clicks from users looking for specific perks. Ensure extensions align with your audience’s intent and update them to highlight seasonal offers or promotions.
4. Focus on Geo-Targeting for Localized Results
If your business serves specific areas, use geo-targeting to show ads only in those locations. For example, a PPC marketing company helping a roofing company operating in Dallas could target users within a 20-mile radius.
To go further, adjust bids for high-performing ZIP codes or neighborhoods based on past campaign data.
5. Use Dynamic Search Ads (DSAs) for Missing Keywords
Dynamic Search Ads automatically match your website’s content to users’ search queries, capturing potential traffic from keywords you might have missed.
For instance, if you sell outdoor gear and haven’t added “lightweight hiking backpack” as a keyword, DSAs could still capture relevant traffic. Be sure your site is well-optimized for this to work effectively.
6. Monitor Quality Score and Improve Landing Pages
If your Quality Score is low, it can drain your budget with high CPCs. Analyze ad relevance, CTR and landing page experience to improve it. Let’s say you’re running a PPC ad for “organic pet food,” make sure the landing page has intuitive navigation, clear product categories, a quick load time and easy checkout options.
Tools like Google’s PageSpeed Insights can help identify PPC campaign management and optimization opportunities.
📗 Related read: How To Write Landing Page Copy That Converts
7. Use Automated Bidding With Caution
Automated bidding strategies, like Target ROAS (Return on Ad Spend) or Maximize Conversions, can save time but aren’t foolproof.
Target ROAS works well when you have consistent sales data, but it might overspend if seasonal trends aren’t accounted for. Always monitor performance closely when using automation and adjust settings as needed.
Get Connected With a PPC Marketing Services Expert
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Whether you want to run Google Shopping ads or YouTube ads or explore other PPC options, we’ve got you covered.
If you need help with optimizing PPC campaigns you’re currently running, we can do that too.
To know more about our PPC marketing services, send us a message.
