Google Ads Campaign Types Ranked: Best to Worst
- Dan Kabakov, Google Ads Certified Partner
- Last Updated:
- Reading Time: 10 minutes
Quick Answer: Best Google Ads Campaign Types
The best Google Ads campaign types are Search and Shopping campaigns, delivering the highest ROI for most businesses. Display, Performance Max, and Video campaigns are good secondary options. Avoid Discovery and Smart campaigns, which typically waste budget without delivering results.
Table of Contents
Google Ads Campaign Types Overview
Google Ads offers 8 main campaign types, each designed for different marketing objectives and audiences. After managing Google Ads for over a decade, I’ve seen which campaigns consistently deliver results and which ones drain budgets without returns.
Here’s the complete tier list ranking (click on the image to zoom or save it on your device):
Let me explain exactly why each campaign earned its ranking and how to use them effectively.
Tier List Ranking System
I’ve ranked each campaign type based on:
- ROI potential (return on investment)
- Control level (targeting and optimization options)
- Transparency (understanding what’s working)
- Versatility (works for different business types)
- Learning curve (beginner-friendly vs. advanced)
🏆 Superb Tier: The Money Makers
Search Campaigns (The Gold Standard)
Why Search is #1: Search campaigns are the bread and butter of Google Ads—and for good reason. They capture users with the highest purchase intent because people are actively searching for your products or services.
Key Advantages:
- Highest intent traffic: Users are actively looking for solutions
- Complete control: Choose exact keywords, bids, and targeting
- Transparent results: See exactly which searches convert
- Beginner-friendly: Easy to understand and optimize
- Works for all businesses: B2B, B2C, services, products
When to Use Search:
- Starting with Google Ads (always begin here)
- Targeting specific keywords with buying intent
- Building a predictable lead/sales funnel
- Testing market demand for new products
Success Tips:
- Start with exact and phrase match keywords
- Use negative keywords aggressively
- Write compelling ad copy with clear CTAs
- Track conversions from day one
Shopping Campaigns (E-commerce Powerhouse)
Why Shopping is Top Tier: Shopping campaigns dominate search results with visual product listings that take up prime real estate. They often deliver better ROI than search campaigns for e-commerce.
Key Advantages:
- Visual impact: Product images, prices, and reviews
- Premium placement: Top of search results
- Cost-effective: Similar CPCs to text ads with better CTR
- Pre-qualified clicks: Users see price before clicking
Limitations:
- E-commerce only (need product feed)
- Less keyword control than search
- Requires Google Merchant Center setup
Success Tips:
- Optimize product titles and descriptions
- Use negative keywords to refine traffic
- Segment products by performance
- Test different product imagesÂ
âś… Good Tier: Solid Secondary Options
Display Campaigns (Retargeting Champion)
Why Display is Good (Not Great): Display campaigns show banner ads across millions of websites. While they can’t match search intent, they excel at retargeting and brand awareness.
Best Use Cases:
- Retargeting: Reach cart abandoners and past visitors
- Narrow targeting: Specific websites or audiences
- Brand awareness: Visual campaigns for recognition
Warning: Never use broad targeting on display—you’ll get bot traffic and wasted spend.
Success Strategy:
Good Display Targeting:
âś“ Retargeting lists (website visitors)
âś“ Specific placements (choose exact websites)
âś“ Custom intent audiences (recent Google searches)
âś“ Similar audiences (based on converters)
Bad Display Targeting:
âś— Broad interests only
âś— All websites (no exclusions)
âś— Demographics onlyPerformance Max (The All-in-One)
Why PMAX is Improving: Performance Max combines all Google networks (Search, Display, YouTube, Gmail) in one campaign. While it started as a “black box,” Google is adding more controls based on advertiser feedback.
Recent Improvements:
- Negative keyword support
- IP address exclusions
- Demographics exclusions
- Better reporting insights
Best For:
- Established businesses with conversion data
- E-commerce with product feeds
- Scaling successful campaigns
Not Recommended For:
- Beginners (can’t see what’s working)
- Limited budgets (spreads too thin)
- Learning Google Ads (hides insights)
Alternative Strategy: Instead of PMAX, run separate campaigns for each network to maintain control and learning.
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Video Campaigns (YouTube Advertising)
Why Video is Good: Video campaigns on YouTube offer powerful audience targeting and creative storytelling opportunities. They’re excellent for demand generation and retargeting.
Best Use Cases:
- Building brand awareness
- Retargeting non-converters
- Targeting competitor audiences
- Promoting visual products/services
Targeting Options:
- Specific YouTube channels
- Individual videos
- Custom intent audiences
- Remarketing lists
- Demographics and interests
Success Tips:
- Hook viewers in first 5 seconds
- Use skippable in-stream for efficiency
- Target competitor channels
- Create YouTube-specific content
âť“ Questionable Tier: Use With Caution
App Campaigns (Mobile App Only)
Why App Campaigns are Limited: App campaigns automate promotion across Google’s networks but offer minimal control and often attract bot installs.
The Problems:
- Very limited targeting options
- Difficult to exclude bot traffic
- Black box optimization
- Poor transparency
When They Might Work:
- High-value apps with strong retention
- Gaming apps with in-app purchases
- Subscription-based apps
Better Alternative: Use Search campaigns to drive traffic to app landing pages, then track installs through your website.
đź’© Avoid Tier: Budget Wasters
Discovery Campaigns (Money Pit)
Why Discovery Fails: Discovery campaigns promise to “generate demand” across YouTube, Gmail, and Discover feed. In reality, they’re Google’s way to monetize low-quality inventory.
Major Issues:
- Poor conversion rates
- Limited control
- Expensive clicks
- Vague reporting
- Better alternatives exist
What to Use Instead:
- Display for retargeting
- Video for YouTube
- PMAX for multi-channel
Smart Campaigns (Not So Smart)
Why Smart Campaigns Disappoint: Despite the name, Smart campaigns are “dumb” because they remove all control and combine networks poorly. They’re marketed to beginners but deliver the worst results.
The Problems:
- Zero transparency
- No optimization options
- Mixed networks dilute performance
- Higher costs than manual campaigns
The Truth: Google pushes Smart campaigns because they’re profitable for Google, not for advertisers.
Better for Beginners: Start with a simple Search campaign—it’s easier to understand and delivers better results.
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How to Choose the Right Campaign Type
Decision Framework
Campaign Type Decision Framework
Answer a few questions to find your ideal Google Ads campaign strategy
Let's Find Your Perfect Campaign Type
This interactive guide will help you choose the right Google Ads campaign based on your business needs.
Do you sell physical products online?
Recommended Strategy: Shopping + Search
Primary: Shopping Campaigns (60% Budget)
Perfect for showcasing products with images, prices, and reviews directly in search results. Expect 2-4% conversion rates.
Primary: Search Campaigns (30% Budget)
Target high-intent keywords for category and brand searches. Great for capturing specific product queries.
Add Later: Display Retargeting (10% Budget)
Recapture cart abandoners and past visitors with visual reminders across the web.
Scale With: Performance Max
Once you have 50+ conversions monthly, test PMAX to scale across all Google networks.
Is your business local or national?
Recommended Strategy: Local Search Focus
Primary: Search Campaigns (80% Budget)
Target "[service] near me" and local intent keywords. Use location extensions and call-only ads.
Primary: Call-Only Campaigns (20% Budget)
Perfect for mobile users ready to call. Lower cost per lead than traditional search.
Avoid: Display & Video
These rarely work for local services. Focus budget on high-intent search traffic.
What's your primary goal?
Recommended Strategy: Search-First B2B
Primary: Search Campaigns (70% Budget)
Focus on problem-aware keywords and competitor alternatives. Use ad extensions heavily.
Secondary: Display Retargeting (20% Budget)
B2B has longer sales cycles. Stay top-of-mind with targeted display ads.
Test: Video on YouTube (10% Budget)
Target competitor channels and industry-specific content for awareness.
Recommended Strategy: Multi-Channel Awareness
Primary: Video Campaigns (40% Budget)
YouTube offers the best reach and engagement for brand building at scale.
Primary: Display Network (30% Budget)
Visual banner ads across millions of websites. Focus on specific placements.
Support: Search Campaigns (30% Budget)
Capture brand searches and defend against competitors.
⚠️ Never Use: Discovery or Smart Campaigns
Despite Google's claims, these waste budget without delivering real awareness.
Campaign Combination Strategy
For E-commerce:
- Start: Shopping (60%) + Search (40%)
- Add: Display retargeting
- Scale: Performance Max
- Brand: Video campaigns
For Lead Generation:
- Start: Search (100%)
- Add: Display retargeting
- Expand: Video for awareness
- Test: Performance Max
For Local Business:
- Start: Search (local keywords)
- Add: Call-only campaigns
- Expand: Display (local targeting)
- Avoid: Discovery, Smart
Campaign Strategy by Business Type
B2B Companies
Primary: Search (70%) Secondary: Display retargeting (20%), Video (10%) Avoid: Shopping, Discovery, Smart
E-commerce Stores
Primary: Shopping (50%), Search (30%) Secondary: Performance Max (20%) Test: Video for brand building
Local Services
Primary: Search with local keywords (80%) Secondary: Call-only campaigns (20%) Avoid: Discovery, Smart, App
SaaS/Software
Primary: Search (60%) Secondary: Display retargeting (30%), Video (10%) Consider: App campaigns if applicable
Professional Services
Primary: Search (90%) Secondary: Display retargeting (10%) Focus: High-intent keywords only
Frequently Asked Questions
No! Despite Google’s marketing, Smart campaigns deliver the worst results. Start with Search campaigns—they’re actually easier to understand and optimize while delivering better ROI.
Yes, but start with one (Search or Shopping) and master it first. Add complementary campaigns like Display retargeting once your primary campaign is profitable.
These campaigns are profitable for Google because they monetize low-quality inventory and remove advertiser control. Google reps push them, but experienced advertisers avoid them.
No. While Google is pushing PMAX, many advertisers get better results with separate campaigns. PMAX works best as a scaling tool, not a starting point.
- Search: $1,000+/month minimum
- Shopping: $1,500+/month minimum
- Display: $500+/month (retargeting only)
- Video: $2,000+/month for awareness
- PMAX: $3,000+/month for testing
- Don’t give up! Use Search campaigns targeting app-related keywords, create landing pages for your app, and use Display/Video for awareness. You have more control and often better results.
The Bottom Line: Campaign Type Strategy
After a decade of managing Google Ads across hundreds of accounts, here’s my proven approach:
Always Start With:
- Search campaigns for any business
- Shopping campaigns for e-commerce
Add When Ready:
- Display for retargeting only
- Video for brand awareness
- Performance Max for scaling (not starting)
Always Avoid:
- Discovery campaigns (waste of money)
- Smart campaigns (ironically dumb)
Consider Carefully:
- App campaigns (try alternatives first)
Remember: Success in Google Ads isn’t about using every campaign type—it’s about mastering the right ones for your business. Start with Search or Shopping, get profitable, then expand strategically.
Master Google Ads Campaign Strategy
Want to learn how to set up and optimize each campaign type for maximum ROI? Our Google Ads Masterclass covers everything you need to know.
âś… Step-by-step campaign setup for each type
âś… Advanced optimization strategies
âś… Real campaign walkthroughs
âś… Targeting techniques for each network
âś… Budget allocation strategies
About the Author
Dan Kabakov
Dan is the founder of Online Labs and has over 10 years of Google Ads experience managing campaigns worth $5M. He built a six-figure digital marketing business that allows him to work from anywhere as a digital nomad. Dan is a Google Certified Partner and has helped 500+ students master Google Ads through his systematic approach. His Google Ads Masterclass teaches the exact frameworks that transformed his career from employee to successful entrepreneur.
