BACK
Types of Google Ads
Taylor Tunnison • September 23, 2022

There are many different types of Google ads available today. Some are easier to manage than others, but they all require a clear goal to be effective. Depending on your unique goal, you’ll want to focus your efforts on the ad type(s) most likely to provide the best results. Knowing which types of Google ads serve which purposes will empower you to get the most out of your advertising budget.

Google Search Ads

You’re probably familiar with Google Search ads if you use the internet regularly. These ads display at the top or bottom of Google Search results pages. Companies often leverage their simple text-based ad format to promote popular products and services to potential customers.


Google Search ads can serve a wide variety of purposes. However, they’re ideal for driving qualified traffic to your website by targeting specific groups of users based on search intent. We often recommend Search campaigns for service providers and B2B companies that are looking for more leads, sales, downloads, or newsletter signups.


Creating a Google Search campaign is fairly straightforward. It involves choosing relevant keywords and writing ad copy that will catch users’ attention. No additional assets or special files are necessary, but it’s essential to link to a high-quality landing page or professional website. This will keep users engaged long after the very first click.

Google Display Ads

Google also allows you to place visually engaging ads in various online spaces. Display ads take many different forms, and they can appear almost anywhere that allows space for an image or video. These campaigns are a great way for companies to expand their reach beyond Search alone.


Google Display ads are much more memorable than Search ads. Plus, they appear across millions of websites, as well as mobile apps and Google platforms like Gmail and YouTube. For instance, you may have seen them as website banners or as introductions to your favorite YouTube videos. This makes them an excellent avenue for attracting attention, driving website traffic, and improving brand awareness.


Designing an effective Google Display campaign takes a bit of strategy. It requires not only custom-created or handpicked media, but often a fair amount of A/B testing, as well. Luckily, Google can automatically adjust the format of Display ads to improve their performance over time. We recommend these campaigns for anyone who’s looking to promote their products and services to a wide range of online audiences.

Google Video Ads

If you watch YouTube videos, then you’ve seen your fair share of Google Video ads. Google places them throughout YouTube’s platform and even within the videos themselves. While these ads take several different forms, they must be hosted either directly on YouTube or on carefully vetted partner websites and mobile apps.


Google Video ads are ideal for experienced digital marketers. To be effective, they require clear goals, engaging content, constant optimization, plenty of A/B testing, and high-quality video designed to convert. These ads are often more expensive than Search and Display, but in the right hands, they can make a massive impact.

Other Google Ad Campaigns

The three types of Google Ads listed above are the most popular from our experience. However, there are also a few other options worth mentioning. They tend to serve either very broad or hyper-specific advertising purposes.

Discovery Ads

These ads are all about brand awareness. Discovery ads deliver personalized experiences across Google’s properties like Search, Display, Gmail, and YouTube. They’re often focused less on conversions and more on impressions and overall engagement. Discovery ads offer slightly less control than Search, Display, and Video, but they can help brands easily connect with new consumers as they browse their favorite content feeds.

App Ads

Google App ads make it easy to promote your mobile app on Google properties. They only require a few images, videos, and text ideas, and they can be featured across Search, Google Play, YouTube, and the Display Network. Google offers three App campaign goal subtypes: installs, engagement, and pre-registration (Android only).

Shopping Ads

You’ve probably seen Google Shopping ads if you’ve searched for any product online. They appear above or beside search results on relevant pages, and they often display a product’s image, price, and reviews. Shopping ads are perfect for ecommerce businesses looking to promote their online or local inventories. These ads also provide insightful performance data to help identify opportunities for improvement.

Smart Ads

Google Smart ads are one of the simplest types of Google ads to manage. They’re a great way for companies to get started, but they offer limited control compared to more specific ad types. Smart campaigns can be set up in a matter of minutes, and they are featured on Search, Display, Maps, Gmail, YouTube, and partner websites.

Performance Max Ads

This is the newest addition to the Google Ads family. Performance Max ads run on all Google channels, and they can complement other ad types. This approach allows advertisers to prioritize precise goals across all platforms with a single, AI-assisted campaign. Google is automatically upgrading most existing Local and Smart Shopping campaigns to Performance Max ads in 2022.

Ask Us about Google Ads

With a little time and research, anyone can set up different types of Google Ads campaigns. However, if you aren’t careful, you can end up wasting valuable resources on poor results. That’s why we recommend working with a trusted digital marketing agency to ensure the best return on your investment. If you’re curious about Google Ads, then we encourage you to contact us to get started today. We’ll gladly take the weight off your shoulders so you can focus on what you do best.

Are You Interested In More?

SCHEDULE A MEETING

Share This Post With Your Friends

Latest Posts

August 25, 2025
In the fast-paced world of digital marketing, email continues to be one of the most effective ways to reach your audience directly. Unlike social media posts that get buried or ads that get skipped, emails land in your customers’ inboxes, giving you a unique opportunity to build real connections, inspire trust, and drive action. At True North Technologies , we specialize in helping businesses craft email marketing campaigns that not only get opened but actually convert, turning casual readers into loyal customers and advocates. If you’re ready to unlock the full potential of your email marketing, you’ve come to the right place. The Power of a Strong Subject Line Your subject line is your first impression and your chance to grab attention. A good subject line should be clear, relevant, and enticing enough to make someone want to open your email. Personalizing it with the recipient’s name or referencing their interests can boost open rates dramatically. Think of it as an invitation to a conversation rather than a sales pitch. Personalization and Segmentation: Speaking Directly to Your Audience Generic emails are easy to ignore. Instead, use personalization to make each recipient feel like the message was crafted just for them. This could be as simple as using their first name or as advanced as tailoring content based on past purchases or browsing behavior. Segmentation takes this a step further by grouping your email list into smaller, more targeted segments based on demographics, location, engagement level, or buying habits. When you send relevant, timely messages to each segment, you increase the chances of engagement and conversion. Design and Clear Calls to Action An email that looks cluttered or doesn’t display well on a mobile device can turn readers off quickly. Keep your design clean, simple, and visually appealing with images or graphics that complement your message. Your call to action (CTA) should be clear and stand out. Whether you want recipients to shop a new product, read a blog post, or sign up for a webinar, the CTA guides them on what to do next. Make it obvious and easy to follow, so your readers don’t have to guess. The Magic of Automation Automation lets you send the right email at the right time without manual effort. Welcome emails for new subscribers, reminders for abandoned shopping carts, and follow-ups after purchases keep your brand top of mind and help nurture leads through the customer journey. Automated campaigns can feel like personalized conversations rather than mass marketing blasts, making them a powerful tool to boost engagement and sales. Analyzing and Optimizing for Better Results Sending emails is just the start. Tracking metrics like open rates, click-through rates, and conversions tells you what’s working and what isn’t. Maybe your audience prefers receiving emails in the morning, or maybe certain offers get more clicks. Use this data to continuously improve your campaigns. Optimization is a cycle, test different subject lines, tweak your email design, experiment with send times, and refine your audience segments. The goal is to learn and adapt so every email performs better than the last. Keeping Your Email List Healthy A clean email list is essential for deliverability and engagement. Removing inactive or invalid addresses prevents your emails from bouncing or landing in spam folders. Always respect unsubscribe requests to maintain trust and protect your sender reputation. Regularly cleaning your list helps ensure that your emails reach the people who truly want to hear from you. Authenticity Builds Loyalty Inboxes are flooded with generic marketing messages. What makes your emails stand out is authenticity. Be genuine in your messaging, share real stories, behind-the-scenes glimpses, or customer testimonials. Write in a tone that reflects your brand’s personality, making readers feel like they’re hearing from a trusted friend rather than a faceless company. Authentic emails foster stronger connections and long-term loyalty. How True North Technologies Can Help At True North Technologies, we specialize in crafting email marketing strategies that convert. From creating compelling content and personalized campaigns to automating sequences and analyzing performance, we partner with businesses to turn email marketing into a powerful growth tool. Explore our digital marketing services to learn how we can help your brand engage, convert, and grow through email and beyond.
August 15, 2025
In today’s digital-first world, your Google Business Profile (formerly Google My Business) is often the first impression potential customers have of your company. Whether you run a local shop, a service-based business, or a large enterprise, optimizing your Google Business Profile can significantly boost your visibility, build trust, and drive more leads. At True North Technologies , we understand the power of local SEO and want to help you maximize your profile’s potential. Here’s a step-by-step guide to get your Google Business Profile working for you. 1. Claim and Verify Your Profile If you haven’t already, the first step is to claim your Google Business Profile. Simply go to Google Business Profile and follow the prompts to either create or claim your business listing. Verification usually happens through a postcard, phone, or email. This step is crucial because only verified businesses can manage their profiles and access valuable insights. 2. Complete Every Section with Accurate Information Google favors profiles that are thorough and accurate. Be sure to fill out every section: Business Name: Use your exact business name as it appears in real life. Address: Provide a precise, up-to-date address to help Google show your business in local search results and maps. Phone Number & Website: Make it easy for customers to contact you or learn more. Hours of Operation: Keep these updated, especially during holidays or special events. Business Category: Choose the most relevant category for your business — this helps Google connect you with the right audience. 3. Add High-Quality Photos and Videos Visual content attracts attention and builds trust. Upload professional photos of your storefront, team, products, or services. Videos showcasing your business in action can also boost engagement. Aim for diverse images that accurately represent your brand and keep your profile lively and inviting. 4. Encourage and Respond to Customer Reviews Reviews are a key factor in local SEO and customer decision-making. Encourage satisfied clients to leave honest reviews on your profile. Take time to respond thoughtfully to all reviews, thank positive reviewers and address any concerns in a professional manner. This interaction shows prospective customers that you care about their experience. 5. Use Google Posts to Share Updates and Offers Google Posts allow you to share timely updates, promotions, events, or news directly on your Business Profile. Regular posts keep your audience informed and signal to Google that your business is active. Think of this as a mini social media platform that appears right in search results. 6. Leverage Q&A to Provide Helpful Information Google Business Profiles include a Q&A section where potential customers can ask questions about your business. Monitor this regularly and provide clear, helpful answers. You can even preemptively add common questions and answers to guide users and reduce friction. 7. Monitor Your Profile’s Performance with Insights Google offers valuable analytics that show how customers find your profile, what actions they take, and where they’re located. Use these insights to adjust your strategy and focus on what’s working best. True North Technologies can help you interpret these data points to drive even better results. Why Work with True North Technologies? Optimizing your Google Business Profile is just one part of a broader digital marketing strategy. At True North Technologies, we specialize in SEO, website development, and reputation management to help your business shine online. If you want expert guidance or hands-on help to get your profile and your entire online presence performing at its best, reach out to us today. Optimizing your Google Business Profile is a powerful way to increase local visibility, attract more customers, and grow your business. Start implementing these tips now to unlock your profile’s full potential. Contact us today!
July 30, 2025
In today's hyperconnected world, digital advertising isn’t optional, it’s essential. With consumers spending more time online than ever before, businesses that want to stay competitive need to meet their audience where they already are, on social media, in search engines, and across websites and apps. At True North Technologies , we help businesses harness the power of digital ads to increase visibility, generate leads, and drive measurable growth. If your business isn’t investing in digital advertising yet, now is the time to start, and here’s why. What Are Digital Ads? Digital ads are paid advertisements that appear online across platforms like Google, Facebook, Instagram, YouTube, LinkedIn, and more. They can take many forms, including: Search ads (Google Ads) Display ads (banners on websites) Social media ads Video ads Retargeting ads Mobile in-app ads The key advantage? Unlike traditional advertising, digital ads are targeted, trackable, and flexible, giving businesses control over who sees their message and how much they spend. 6 Reasons Digital Ads Are Critical in 2025 1. Your Customers Are Online Over 5 billion people use the internet globally, and many of them browse multiple platforms every day. Whether you run a local business or an e-commerce store, digital ads ensure you show up at the right time, in the right place, to the right people. 2. Highly Targeted Reach Digital advertising lets you pinpoint your ideal customer based on demographics, interests, online behavior, location, and more. Instead of wasting dollars on a broad audience, your ad budget works smarter not harder. 3. Real-Time Performance Tracking With digital ads, you’re never going to guess. You’ll see real-time metrics on impressions, clicks, conversions, and ROI. This transparency allows for continuous optimization and smarter decision-making. 4. Cost-Effective Marketing Whether you're working with a $200 budget or $20,000, digital ads are scalable. You can set daily or monthly caps, pause underperforming campaigns, and focus on high-performing keywords or audiences. It’s one of the most budget-friendly ways to test and grow. 5. Supports SEO and Organic Growth Running paid ads alongside an SEO strategy helps increase brand exposure. When users see your business in both organic results and paid placements, it builds trust and improves click-through rates, especially in competitive industries. 6. Drives Measurable Business Results From driving traffic to increasing sales or generating leads, digital advertising is directly tied to business growth. With a clear call-to-action and optimized landing pages, your ads can guide users straight to conversion. Digital Ads in Action: What We Do at True North Technologies At True North Technologies, we partner with businesses to create digital advertising strategies that are built around your unique goals. Whether you're aiming to increase brand awareness, generate leads, or drive online sales, we focus on delivering measurable results through smart targeting, engaging creative, and continuous optimization. Our team manages every step of the process, from campaign planning and audience research to ad design, performance tracking, and strategic adjustments. We’re not just setting up ads, we’re building a system that works in sync with your overall digital marketing strategy. Real Talk: Digital Ads vs. “Doing Nothing” Some business owners hesitate to invest in ads because they’ve tried it in the past without success or think their organic traffic will carry them. But in 2025, doing nothing is riskier than trying something new. Competitors are already reaching your customers online. If you’re not showing up in search results or social feeds, you’re invisible. And invisibility doesn’t grow revenue. Final Thoughts Digital advertising isn’t just about getting clicks, it’s about driving real business outcomes in a digital-first world. It’s efficient, cost-effective, and essential for any business looking to scale in today’s marketplace. If you're ready to start seeing measurable results from your marketing efforts, we’re here to help. At True North Technologies, we make digital ads easy, strategic, and impactful. Ready to grow your business with digital advertising? Let’s talk!