Paid search has come a long way since the early days of text-only ads sitting neatly at the top of Google’s results pages. PPC has become an essential driver of visibility, leads and revenue – and when done well, it can transform performance almost overnight.

But there’s a catch – Google never stops evolving. New formats arrive, others retire or reinvent themselves, and the naming conventions seem to change the moment you learn them. No wonder so many marketers ask: Which Google Ads formats should we actually be using, how do we optimise them, and why?

In this guide, we break down the main types of ad formats available today, explain how they support your marketing goals, and look at where to focus your budget depending on what matters most to your business.

Let’s dive in…

What are Ad Formats? Ad formats are simply the different creative styles your paid ads can take – from text-based search ads to immersive product listings and video placements. Each format is designed with a purpose in mind: to capture a specific kind of audience behaviour, in a specific moment, across Google’s vast network.

Google now groups its formats into eight core categories:

Search Display Shopping Video Discovery App Local Performance Max (previously Smart). Not every format will suit every brand, but the magic happens when you combine them – giving you reach, relevance and measurable ROI throughout the customer journey.

Types of Ad Format Below, you’ll find the most widely used and commercially valuable Google Ads formats right now – along with guidance on how they actually support strategy and spend.

Text Ads (Search) The classic. These are the headline-and-description ads that appear on Google Search when users are actively looking for something you offer.

Where they shine

Perfect for high-intent moments. If someone is literally searching “same-day boiler repair Manchester”, that’s a lead you don’t want to miss.

Strategic role

Conversion-driving core of most PPC strategies; essential for competitive keywords.

Budget guidance

For many businesses, this category earns the biggest slice – often 40-60%, depending on reliance on inbound demand.

Display Ads Visual banner creatives shown across the Google Display Network (GDN) – from large news sites to niche blogs to in-app placements.

Where they shine

Awareness and retargeting. They help you stay visible long before – and long after – the first click.

Strategic role

Great for warming audiences and nudging past visitors back to your site.

Budget guidance

A healthy 10-20% supports brand recognition and remarketing activity.

Shopping Ads A must for retailers. Shopping ads showcase product images, prices, reviews and store names directly within search results, so users know what they’re clicking before they click.

Where they shine

When users want quick comparisons and expect visual results – fashion, tech, homeware, hobby goods… anything tangible.

Strategic role

Strong direct-response format with consistently high conversion rates.

Budget guidance

eCommerce advertisers may invest 40%+ here, especially for bestselling ranges.

Note: Google’s Performance Max now absorbs Shopping delivery by default — but Shopping strategy is still very much alive.

Video Ads (YouTube) Google owns YouTube – and video ads put your brand right inside the world’s biggest streaming platform.

Where they shine

Storytelling. Demonstration. Emotional impact. All the stuff that sticks with people before they’re ready to convert.

Strategic role

Top-to-mid funnel – also useful in remarketing and brand lift campaigns.

Budget guidance

Often 10-25%, depending on creative assets available and brand goals.

Discovery Ads Visually rich ads positioned in personalised Google feeds, including YouTube Home, Gmail Promotions and Discover.

Where they shine

When users aren’t actively searching – but are open to content that feels relevant and intriguing.

Strategic role

Connect with audiences in moments of curiosity and browsing intent.

Budget guidance

A flexible 5-15% depending on product complexity and remarketing needs.

App Campaigns These ads encourage app downloads and in-app conversions across Search, Play Store, YouTube and Display.

Where they shine

App-first businesses looking for quick scale, from fitness apps to mobile banking.

Strategic role

Accelerates user acquisition and revenue for digitally native brands.

Budget guidance

Spend should follow your target CPA/ROAS efficiency – scale once stable.

Local Ads Designed to drive in-store visits, calls and directions by targeting users near your physical locations.

Where they shine

Footfall outcomes – restaurant bookings, retail visits, local services.

Strategic role

Bridge between online search and offline sales.

Budget guidance

Highly dependent on store footprint – but ideal for seasonal pushes or grand openings.

Performance Max Campaigns The automation powerhouse. Uses machine learning to reach your audience across every Google channel – Search, Shopping, Video, Display, Maps and Discover – with a single campaign.

Where they shine

Broader reach and audience expansion once your campaigns have strong conversion data.

Strategic role

Great for growth, but best used alongside manual control in other campaigns for transparency.

Budget guidance

Increasingly 25-35%+ once proven – but test incrementally.

Smart optimisations that elevate performance Alongside the main ad formats, Google offers a range of intelligent features that help improve relevance, efficiency and return on spend. These aren’t separate formats in themselves, but they empower your campaigns to work harder – especially as automation becomes a bigger part of PPC strategy.

One of the most important is Responsive Search Ads (RSAs). Rather than writing a fixed advert, you provide multiple headlines and descriptions, and Google automatically tests combinations to match what a user is searching for at that moment. It’s now the default approach for search ads and a crucial way to continually refine messaging with real-world performance data.

If your business relies on phone enquiries, Call-only ads deserve attention. These appear only on devices capable of calling and cut out the extra steps by letting users tap and dial immediately. They’re ideal for fast-moving services such as trades, healthcare or emergency repairs – situations where speaking to a human beats filling in a form.

Then there’s dynamic remarketing, which delivers a personalised reminder of exactly what a user viewed on your site. If someone spent time browsing a particular sofa or pair of trainers and didn’t convert, dynamic remarketing brings those items back into view as they continue browsing the web. It’s highly effective for recovering abandoned interest and nudging people further down the funnel.

Finally, Target ROAS (tROAS) bidding is becoming a major driver of profitable scaling for advertisers focused on revenue rather than simple conversion counts. By feeding Google accurate conversion value data, the algorithm can prioritise impressions that generate the strongest return – particularly useful for eCommerce brands with varying product margins.

Together, these smart features help turn good campaign structures into great performers – sharpening audience targeting, shaping creative delivery and pushing budget towards what truly works.

Building your PPC mix: choosing the right formats People don’t usually convert the first time they see a brand. They discover, compare, and only then make a decision – which means your PPC needs to show up at each step.

At the top of the funnel, users are browsing and exploring rather than buying. Formats like video, display and discovery help introduce your brand and spark interest before intent fully forms.

As audiences move into research mode, they start actively searching for solutions. Search ads step in here to capture that demand, while remarketing reinforces your message by reminding users of what they’ve already viewed.

When they’re ready to act, Search, Shopping and Performance Max campaigns drive the strongest conversions – they meet users in the moment they’re prepared to click, buy or enquire.

After that initial conversion, dynamic remarketing and Customer Match keep customers engaged – helping to encourage repeat business and long-term loyalty.

In short: invest most heavily where intent is highest, and support that with campaigns designed to grow awareness and future demand. It’s about visibility throughout the journey, not just at the finish line.

Final thoughts We all know about how fast the search marketing industry changes and the developments Google makes to their offering. We also know that users are becoming more fluid in their online habits and may use several different platforms, social media channels and search engines in order to find a product or service. With this in mind those running your businesses PPC need to do so with a fluid approach to paid search strategy.

Evolution is vital and your businesses must move with the times and adapt to changes in the PPC sphere or risk losing ground to your competitors.

If you’re ready to unlock more from your paid search strategy, explore our insights here at Click Consult – or get in touch with our specialists to start driving stronger performance from your ad spend.