Google Ads campaign types: Which one to choose for your business?

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Google Ads has amazing possibilities. The different campaign types are lined up in front of you in wedge: each is targeted, offering a different value. With careful observation and strategic thinking, you can choose the one that best serves the needs of your business. In this detailed guide, we’ll take a look at each one, highlighting what they’re strong at, what to look out for, and how to get the most out of them. Come with me, let’s go! 🌐

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Search Network campaigns – when purchase intent 🔍 is strongest

The Search Network is the most effective way to instantly reach people who are searching for a specific need. They appear in the form of text ads in Google results, ready to encourage clicks.

When to choose?

• When your audience is actively investigating: “tax consulting Budapest”, “women’s running shoes size 42”.
• If you expect quick results , whether it’s adding to your cart, contacting us or making a payment.
• If you want keyword-based targeting , you’ll reach exactly the people who are searching for you.

Advantages and disadvantages

Benefits:

• High purchase intent: you reach exactly those who need it.
• Results in a short time: it can be a matter of hours to appear.
• Easy to measure: clicks, conversions, ROI – everything can be tracked.

Disadvantages:

• High CPC in certain industries – e.g. legal sector – is around $6-7.
• Limitations of text format – few creative solutions can fit into it.

My Predictions

• Keyword research should be thorough, because it determines where and who you reach.
• Use negative keywords – so you don’t get caught up in the jungle of irrelevant clicks.
• Reinforce with a CTA – either in the form of “Buy now!” or “Book an appointment!”

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Display Network Campaigns – Visual branding at 🖼️ a low cost

Display campaigns run on several platforms: web, apps, news portals. They have a visual effect, they reach 90% of visitors – so you can build strong brand awareness.

When is it good?

• If your brand has been unknown for a long time .
• If you want to re-engage with your previous visitors with remarketing .
• If you have visually strong creatives: images, banners, animations.

Advantages and disadvantages

Benefits:

• Massive reach: GDN covers almost the entire Internet.
• Building emotional relationships: colours, movement, story – all suck me in.
• Precise targeting: based on demographics, interests, behaviors.

Disadvantages:

• CTR is low: it can be as low as 0.8-1%.
• Users may suffer from banner blindness .

Strategies for success

• Create multiple creatives, test, and optimize.
• Combine it with remarketing to reconnect with prospects.
• Always keep your target audience in mind – personalize it, visualize it.

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Video campaigns – storytelling that grabs 🎥 you

Video campaigns appear on YouTube and Display partner sites. There can be skippable and non-skippable versions. It is extremely effective in storytelling and raising awareness.

When is it ideal?

• If you wanted to tell the story of your brand .
• If you want to build an emotional bond .
• If you have video material that briefly captures the viewer.

Advantages and disadvantages

Benefits:

• Strong consideration – visual and auditory stimuli work together.
• YouTube is the second largest search engine in the world, with huge potential.
• Creative freedom – short film, presentation, customer story – anything.

Disadvantages:

• Videos are costly – both in terms of money and time.
• The skip option impairs the message access.

Tips

• The first 5 seconds should be punchy and captivating.
• Regularly test different formats (holiday, call-to-action, brand-partner videos).
• Use forward-looking CTAs: “Get to know him,” “Find him,” etc.

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Shopping campaigns – direct product presentation immediately 🛍️

Product listing ads – image, price, rating all in one – appear in Google search results and on the Shopping interface. Ideal for physical products.

When can it be used?

• If you have a webshop, you offer your products.
• If you want to generate direct sales.

Advantages and disadvantages

Benefits:

• Spectacular, immediate attention – the right combination of image + price.
• Average CTR 0.86% – higher compared to shopping.
• You can see what you have to offer at a glance.

Disadvantages:

• Maintaining your product feed requires attention.
• Serious price competition is expected – therefore continuous optimization is necessary.

My Predictions

• Use high-quality images and accurate feeds.
• Google Merchant Center should be set up correctly.
• Examine the prices of your competitors and react to them in the form of prices and promotions.

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App campaigns – Find your mobile app’s 📱 way

App campaigns are designed to generate downloads and in-app engagement across Google, Play Store, YouTube and Display.

When to choose?

• If you want to promote a mobile app .
• If you’re targeting downloads or in-app activity .

Advantages and disadvantages

Benefits:

• Automated optimization – Google drives the campaign.
• Available on multiple platforms – wide coverage.
• Easy setup – only creatives need to be added.

Disadvantages:

• Limited control over the creative.
• Results also depend on the quality of the application.

Strategies

• Use well-made icons, app store descriptions.
• Measure in-app events (e.g. purchases, registrations).
• Test different targeting (age, interests, behaviors).

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Local campaigns – physical store turnover 🗺️

If you have a business that relies on a local audience – such as a restaurant, a specialty store, a salon – then your local campaign is the most important tool.

When is it effective?

• If you have a physical store and want to generate traffic from it.
• If the conversion takes place in space: someone goes in, buys, for example, has a coffee.

Advantages and disadvantages

Benefits:

• Map appearance on Google Maps.
• It’s more cost-effective because you aim accurately.
• The real store also benefits – not just online.

Disadvantages:

• It only works for a localized audience .
• Google Business Profile (hours, reviews, address) is very important.

Tips

• Drive traffic with promo codes, “10% off today”.
• Check your profile regularly: update your information, respond to reviews.
• The aim should be “+5 km radius” – but test the radius!

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Smart campaigns – automated magic ⚙️

Smart Campaigns is the Google Ads feature that will take even beginners away. An automated, simple campaign management solution with easy setup.

When to choose?

• If you have little time and experience .
• If you want a simple, quick start .
• If you have a smaller budget .

Advantages and disadvantages

Benefits:

• Quick and easy setup – all you need is a few details.
• Google optimizes with machine intelligence.
• It can be cheaper than a traditional campaign.

Disadvantages:

• There are few customization options.
• It’s not as powerful as the full campaign settings.

Directives

• Clarify what the goal is – calls, website visits, store traffic, etc.
• Provide quality headlines and short messages.
• It is worth monitoring the results regularly.

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How to choose the best type for you? 🧭

The key to the right campaign type is your goals, budget and audience. The following table will help you see clearly:

Campaign type	Main goal	Advantage	Disadvantage	Recommended industry
Search	Sales, lead generation	Fast, targeted	High CPC	Service, e-commerce
Display	Brand awareness, remarketing	Great reach	Banner blindness	FMCG, B2C
Video	Storytelling, engagement	Emotional impact	Costly	Media, education
Shopping	Direct product sales	Visual appeal	Fierce price competition	Webshop
Application	App download, use	Automated	Limited creative	Mobile app
Local	Increase store turnover	Real visitors	Works only locally	Restaurant, shop, salon
Smart	Quick start	Simple	Limited Setup	Small business

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Campaign combinations – the real advantage is 🔗 in the mix

A single campaign type rarely delivers perfect results. The power of synergies lies in the mix:

From one to two – search + remarketing

• Search for Switch to a Remarketing Display campaign after a Search campaign +0,5 hónap .
• This way, after the first click, the prospect will meet your brand again – with chances of returning.

Branding + direct selling – video + shopping

• First, you build a mood and story in a video – in the second stage, the Shopping campaign makes shopping easier.

Physical store + online – local + smart/search

• A local campaign for a nearby store, plus a Search or Smart campaign for a visit to your website.

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Practical action plan – a few simple steps

1. Define your goal: sales, brand, app, store turnover?
2. Know your audience: who are they, which platform are they?
3. Start simple: Smart campaign – then build on something more complex.
4. Measure and optimize: Google Analytics + Ads reports – clicks, CTR, CPA – all come.
5. Feel free to test: don’t get stuck with the starting version, always have versions B and C.
6. Stay up to date: 2024 trend: Smart Bidding, Performance Max – read about it, test it.
7. Don’t let automation take over —always monitor the results and fine-tune manually.

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FAQs – Frequently Asked ❓

Which campaign is best?

There is no general favorite – efficiency depends on goals. In e-commerce, Shopping often conquers, Video is strong for branding, and the Local campaign takes the palm for local stores.

How much?

• On average, it is $0.60 for CPC searches, but $6-7 for legal offers, for example.
• CPM Display and Display videos: Can get lower clicks, but fewer.
• Minimum daily spending: recommended $5-10. In case of CPLC, the monthly budget for beginners is 300 000 HUF/un.

Do you need an expert?

For beginners, Smart Campaign is enough, but for complex campaigns (Shopping, Video, Performance Max, etc.), it is worth involving an expert, especially if you are working with a high budget.

How long is the result?

• Search/Shopping: results show in just a few hours.
• Display/Video: Branding can take 1-3 months, depending on statistics and creative performance.

What is remarketing?

• It targets people who have already interacted with the site but haven’t made a purchase.
• It can be Display (banners), Shopping remarketing (products), Search remarketing (ads).