SEA ad formats
Not every ad works the same, and that’s exactly why choosing between them is so crucial. If you understand the different types, you invest your budget where it truly delivers results.
Search Ads
The most well-known type: text ads that appear at the top of search results when someone enters a specific search query. You pay per click and reach people at the exact moment they are actively looking for what you offer. This makes search ads highly effective for direct conversions such as inquiries, purchases, or bookings.
Display ads
Display ads are visual banners that appear on websites within the Google Display Network. They are less focused on direct conversions and more on visibility and brand awareness. They are ideal for remarketing (reaching people who have already visited your website) or for warming up a new audience to your brand.
Shopping ads
For webshops, Shopping ads are essential. They display a product image, price, and brand name directly in the search results, even before the user clicks through to a website. Because the visitor already sees what they are buying and at what price, purchase intent is high at the moment of the click. This directly translates into a better return on your advertising budget.
Video ads
Through YouTube and the Google Display Network, you can reach people with video ads. Video is a powerful format for brand experience and storytelling: it gives you more space to persuade than a short text ad. Especially for more complex products or services, this is a highly effective way to communicate your message.
Performance Max campaigns
Performance Max is Google’s latest AI-driven campaign type, where a single campaign automatically runs across all channels: Search, Display, YouTube, Gmail, and more. Google’s algorithm decides where and when your ads perform best. This means giving up a lot of manual control, but it can deliver strong results when your campaign is set up correctly and has enough data to learn from.
Which type fits your goal?
The choice of ad type depends on what you want to achieve: direct leads, increased brand awareness, or online sales. In practice, a mix of different types works best. Want to know which combination makes the most sense for your situation?