Hey there, I’m Bryan Thorpe, founder of Cerulean Social, and today we’re going to take a deep dive into something crucial for any business looking to grow: Google Ads. There’s a reason I’ve built a career around mastering these ads—they work, and when done right, they can transform your business. But, to truly succeed with Google Ads, you need to understand the different types of campaigns available and how to use them strategically. Google Ads isn’t a one-size-fits-all platform, and each campaign type serves a unique purpose.
Let’s break it down and give you everything you need to run campaigns like a pro.
1. Search Campaigns: Capturing High-Intent Leads
When people think of Google Ads, they’re usually thinking about Search Ads. These are the text ads that show up at the top of Google’s search results when someone types in a query. It’s the bread and butter of Google’s advertising platform because you’re targeting people based on intent—they’re actively searching for what you offer.
How Search Campaigns Work:
Search campaigns rely heavily on keywords. You bid on keywords relevant to your business, and Google determines when your ads should be shown based on user searches. Keywords can be broad match, phrase match, or exact match, depending on how targeted you want to be.
When to Use Search Ads:
- If you’re targeting bottom-of-funnel leads ready to convert
- For local businesses looking to capture search traffic in a specific area
- To drive traffic directly to landing pages optimized for conversions
Real-Time Data:
In 2024, Search Campaigns continue to evolve. Currently, the average click-through rate (CTR) for Google Search Ads is around 3.17% across all industries, with conversion rates averaging 4.40%. But in industries like legal services and medical, CTR can soar to 7-10% depending on relevance and competition. Search ads are still a powerhouse for capturing high-intent traffic.
2. Display Campaigns: Building Awareness Across the Web
If you’re looking to build brand awareness, Google’s Display Network is where you’ll want to focus. Display ads are visual, image-based ads that appear on millions of websites across the internet, on YouTube, and in Gmail.
How Display Campaigns Work:
Display campaigns are great for targeting users as they browse the web. With options to target based on demographics, interests, behaviors, and even remarketing (targeting people who’ve already visited your site), you can cast a wide net or focus on niche groups. Display ads are known for cheap impressions (CPM) but aren’t typically conversion-heavy—unless you use them strategically.
When to Use Display Ads:
- Brand awareness campaigns to get your name in front of as many eyeballs as possible
- Retargeting—bringing back visitors who didn’t convert the first time
- Visual storytelling, especially if you have strong imagery or creative assets
Real-Time Data:
With over 2 million sites in the Display Network, the average CTR for display ads is around 0.35%, which might seem low compared to search ads, but they’re not designed for instant conversions. Their power is in brand recall and getting people familiar with your business before moving them down the funnel. Display ads are highly cost-effective, with CPM often under $2 in less competitive industries.
3. Shopping Campaigns: Dominating the E-Commerce Space
If you’re in e-commerce, Shopping Ads should be your go-to. These campaigns allow you to display product images, titles, prices, and your store name right at the top of Google’s search results. They are incredibly effective for online stores because they give users all the information they need before even clicking, and they’re visually compelling.
How Shopping Campaigns Work:
Shopping campaigns pull data from your product feed in Google Merchant Center and automatically match user searches with your products. You don’t bid on keywords directly, but Google uses your feed data to show relevant ads. The combination of image, price, and product name gives users the context they need to make a purchase decision right from the ad.
When to Use Shopping Ads:
- E-commerce stores looking to boost sales by showcasing products directly in search results
- To target bottom-of-funnel shoppers who are ready to make a purchase
- To increase visibility for seasonal sales or specific product launches
Real-Time Data:
Shopping campaigns are incredibly effective, with CTR ranging from 0.9% to 1.91% depending on the industry. Conversion rates are also solid, averaging 1.91% for retail, and ROAS (Return on Ad Spend) can be as high as 3:1 for well-optimized campaigns. The beauty of shopping ads is that they target users with purchase intent, leading to higher conversion rates than other ad formats.
4. Video Campaigns: Leveraging the Power of YouTube
Google Ads doesn’t stop at search and display—YouTube Ads are a goldmine for businesses looking to connect with users through video. Video ads on YouTube range from short bumper ads to full skippable in-stream ads, and they allow you to share your brand story in a highly engaging way.
How Video Campaigns Work:
Video campaigns let you run ads on YouTube, whether users are searching for videos or watching their favorite creators. You can target specific interests, demographics, or even use remarketing to reach viewers who have interacted with your business before. TrueView ads (skippable ads) allow you to only pay when users watch at least 30 seconds of your video or engage with your ad.
When to Use Video Ads:
- Brand storytelling—video is the best way to create an emotional connection with your audience
- To build brand awareness or highlight a product launch
- To target a younger audience—YouTube is especially effective at reaching Millennials and Gen Z
Real-Time Data:
YouTube ads have an average CTR of 0.65% and are more effective for building brand awareness and driving traffic than direct conversions. However, industries like tech, beauty, and education see significantly higher engagement, with TrueView ads offering a cost-effective way to reach a large audience.
5. App Campaigns: Boosting Downloads and Engagement
If you’re in the app development world, App Campaigns are a must. These campaigns are specifically designed to promote app downloads across Google’s network, including Google Play, YouTube, Search, and Display.
How App Campaigns Work:
App campaigns use machine learning to automatically optimize your ads for downloads or in-app actions (like purchases). You just set your budget, and Google does the rest, testing different combinations of text, images, and videos to find what works best.
When to Use App Ads:
- If you’re looking to drive app installs at scale
- To boost in-app engagement for existing users
- To re-engage users who have downloaded your app but haven’t returned in a while
Real-Time Data:
With the explosion of mobile apps, app campaigns are crucial for gaining visibility. Cost-per-install (CPI) can range from $1 to $4, depending on the app’s niche and competition. In 2024, app engagement campaigns have seen massive growth, especially with AI-enhanced bidding strategies that maximize in-app actions beyond just downloads.
6. Local Campaigns: Bringing Customers to Your Door
For brick-and-mortar businesses, Local Campaigns are ideal for driving foot traffic. Local campaigns are designed to promote your physical locations through Google Maps, Search, Display, and YouTube, showing ads to users based on their proximity to your store.
How Local Campaigns Work:
These campaigns are all about store visits. Google uses machine learning to optimize your ads and show them to users most likely to visit your location based on their location data and search behavior. You can track not only clicks but also foot traffic to see how effective your campaigns are.
When to Use Local Ads:
- If you own a local business like a restaurant, retail store, or service provider
- To promote local offers or seasonal sales
- To target users near your location who are looking for what you offer
Real-Time Data:
Local campaigns have seen a foot traffic increase of up to 30% for businesses using location-based ad targeting. With 1 in 3 searches on Google being location-based, this campaign type can bring customers straight to your door, especially when combined with high-quality Google My Business listings.
Wrapping It All Up: What’s Right for Your Business?
There’s no “one-size-fits-all” approach when it comes to Google Ads. Understanding the various campaign types—and which one suits your goals—is crucial to driving success. Whether you’re looking to capture high-intent traffic with search ads, build brand awareness with display and video, or dominate e-commerce with shopping ads, it’s all about using the right tool for the right job.
And if you’re ready to take your Google Ads to the next level, I’m here to help. With years of experience running successful campaigns across multiple industries, I know what works and what doesn’t. Book your complimentary consultation with me today at www.cerulean-social.com or call me at 954-328-3676. Let’s grow your business together!