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Google Ads are constantly changing, and keeping up feels like chasing a moving target. One minute you’re comfortable with Search and Display, and the next, new campaign types like Performance Max demand new strategies, fresh creative assets, and a whole new way of thinking about advertising.
It can be overwhelming to know where to start or how to choose the right campaign type for your goals.
On top of that, between Google’s new AI Advertising capabilities and the sheer amount of creative assets required for certain campaign types to perform well, it can be difficult to navigate.
That’s exactly why this guide exists. By the end of this article, you’ll know exactly what types of Google Ad Campaigns exist today, how they differ, and which ones deserve your focus, so you can create ads that deliver results. On top of that, you’ll learn about Google’s new AI capabilities, and all of the creative specs you need to focus on for your campaigns.
Overview of Google Ads Campaign Types in 2025
Choosing the right Google Ads campaign depends on your business goals, budget, and where your audience spends time.
Here’s a quick table to help you see which campaign type might fit your needs best, followed by a detailed breakdown with example ad visuals.
| Campaign Type | Best For | Goal Focus |
| Search Ads | Businesses targeting active buyers | Direct response / sales |
| Display Ads | Brand awareness and retargeting | Awareness / remarketing |
| Video Ads (YouTube) | Storytelling and engagement | Brand and performance |
| Shopping Ads | Ecommerce retailers | Product sales |
| Performance Max | Businesses seeking AI-driven scale | Conversion optimisation |
| Discovery Ads | Reaching users in browsing mode | Awareness / consideration |
| App Campaigns | Mobile app installs and engagement | App installs / engagement |
Let’s delve into each campaign type.
1. Search Ads
These text ads appear when people search on Google for keywords related to your business. They’re perfect for capturing high-intent users actively looking for what you offer.
Here’s an example of a search ad:
2. Display Ads
Visual banner ads show up on millions of websites across Google’s Display Network. Ideal for building brand awareness and retargeting visitors who’ve been to your site.
Here’s one example of what this ad might look like:
3. Video Ads (YouTube)
Video campaigns run on YouTube and its partner sites. They’re a must-have for storytelling, reaching new audiences, and re-engaging customers with engaging visual content.
Here’s an example of the different placements for YouTube Ads:
4. Shopping Ads
Product listing ads that show your products directly in search results with images, prices, and reviews. Essential for ecommerce businesses to showcase inventory and drive sales.
5. Performance Max Campaigns
Google’s latest AI-powered campaign type that uses machine learning to optimise ad delivery across all Google properties, including Search, Display, YouTube, Discover, Gmail, and Maps, all from a single campaign.
Performance Max requires a broad set of creative assets to maximise reach and conversions.
Here’s an example of the different placements you can show your ad across with P-MAX:
6. Discovery Ads
These ads appear in Google Discover feeds, YouTube home feed, and Gmail promotions tab. They’re designed to capture interest with visually rich ads shown to users exploring content.
Here’s an example of where your ad might appear:
7. App Campaigns
Tailored for driving app installs and engagement, these campaigns run across Google’s networks using automated ad creation and bidding.
Here’s some examples of how your ad might be served:
What’s New and Different in Google Ads 2025?
Google Ads keeps evolving, and 2025 brings some significant changes you need to be aware of, especially if you want to stay ahead and maximise your ad performance.
The Rise of Performance Max
Performance Max (PMax) campaigns have become the go-to choice for many advertisers this year.
Unlike traditional campaigns where you choose a single channel (like Search or Display), Performance Max runs your ads across all Google channels — Search, Display, YouTube, Discover, Gmail, and Maps — using Google’s AI to find the best audience for your ads.
Why does this matter?
Because it lets you tap into more potential customers with less manual work. The AI tests different combinations of your creative assets (text, images, videos, logos) to serve the most effective ads to the right people at the right time.
According to Google, advertisers who use Performance Max see real results, often with double the return on ad spend (ROAS) compared to older campaign types. But it’s not magic; success depends on the quality and variety of creative assets you feed the AI.
Creative Asset Requirements: What You Need to Win
Google now emphasises asset groups (sets of creative elements like images, videos, and text) that your campaign uses to assemble ads dynamically across channels.
To get the most from Performance Max and other campaigns, here’s what you should aim to provide:
- Images: At least 20 images covering landscape, square, and portrait formats. High resolution, bright, clear, and focused on your product or brand.
- Videos: Minimum of 3 video assets per asset group, ideally including at least one vertical video (15-30 seconds recommended). Videos boost conversions by up to 12% on average.
- Text: Multiple headlines and descriptions tailored for different placements. Keep copy concise, relevant, and use personal language like “you” to connect authentically.
- Logos: Clear, simple logos in square and optionally landscape format to ensure brand consistency.
Automated video generation can fill gaps if you don’t have your own videos, but bespoke videos perform significantly better.
How to Produce a Professional Marketing Video that Generates Revenue Without Breaking the Bank
Google’s AI continuously learns which asset combinations perform best and adapts your campaigns in real-time. But it’s still important to:
- Monitor asset performance regularly.
- Refresh assets quarterly to avoid ad fatigue.
- Use Google’s asset audience insights to understand which creatives resonate with different audience segments.
Other Notable Updates in 2025
- URL Expansion: Performance Max can automatically expand landing pages beyond your set URLs to match user intent better, improving reach.
- Multi-language Asset Groups: You can manage multiple languages in one campaign by creating separate asset groups per language, improving global targeting.
- More Automation Tools: Google’s AI voiceover tools and video builders make creating video assets easier than ever.
Understanding these new features will help you stay ahead and make smarter decisions with your Google Ads campaigns in 2025.
How to Choose the Right Campaign Type for Your Business Goals
With so many Google Ads campaign types available in 2025, deciding which to use can feel overwhelming. The key is to align your choice with your specific business goals and resources.
Here’s a simple guide to help you pick the right campaign type for what you want to achieve:
1. Drive Immediate Sales or Leads? → Use Search Ads or Performance Max
If your goal is to capture customers ready to buy or convert right now, Search Ads could be your best option. They target high-intent users actively searching for what you offer.
Performance Max is also excellent here because it uses AI to optimise across all channels, pulling in leads or sales from places you might otherwise miss.
2. Build Brand Awareness and Reach New Audiences? → Use Display Ads, Video Ads, or Discovery Ads
If you want more people to know your brand, Display Ads and Video Ads help you reach wide audiences visually. Video Ads on YouTube are especially powerful for storytelling and emotional engagement.
Discovery Ads also serve visually rich native ads to users browsing their feeds, helping you appear early in their customer journey.
3. Showcase Products to Shoppers? → Use Shopping Ads
For ecommerce businesses, Shopping Ads are essential. They show product images, prices, and reviews directly in Google search results, making it easy for customers to discover and buy your products.
4. Promote Your Mobile App? → Use App Campaigns
If your goal is to increase app installs or engagement, App Campaigns automatically optimise ads across Google’s networks for this purpose.
5. Maximise Efficiency and Scale? → Use Performance Max
Performance Max lets you manage your entire Google Ads presence from a single campaign, leveraging Google’s AI to drive the best results while reducing manual work.
Quick Tip: Don’t feel pressured to use every campaign type. Focus on 1-3 that align best with your current goals and grow from there. And remember, providing the right creative assets is crucial for success, especially with AI-driven campaigns like Performance Max.
Creative Assets and Specs for Google Ad Campaigns
n 2025, creative assets are the foundation of successful Google Ads campaigns, especially with the rise of AI-driven formats like Performance Max. The better your images, videos, and text, the more Google’s AI can optimise your ads to deliver great results.
Here’s what you need to provide for top performance:
Images
- Quantity: Aim for at least 20 images per asset group.
- Formats & Sizes:
- Landscape (1.91:1) – Recommended 1200 x 628 px (min 600 x 314 px)
- Square (1:1) – Recommended 1200 x 1200 px (min 300 x 300 px)
- Portrait (4:5) – Recommended 960 x 1200 px (min 480 x 600 px)
- Quality Tips:
- Use bright, bold images with a clear focus on your product or subject.
- Avoid cluttered or dark images.
- For Display ads, simple backgrounds and clear branding help.
- For in-feed placements (YouTube, Discover), authentic lifestyle images with people tend to perform better.
Videos
- Quantity: Minimum 3 videos per asset group recommended.
- Length & Formats: 15-30 seconds is ideal, with at least one vertical video (aspect ratios between 16:9 and 9:16).
- Content Tips:
- Capture attention in the first few seconds.
- Include clear branding early.
- Focus each video on one message or selling point to avoid confusion.
- Use voice-overs where possible, as these have been shown to increase conversions rates.
- Tools: If you don’t have video assets, Google’s video builder and automated video creation can help, but custom videos perform best.
Text
- Headlines: Multiple headlines (up to 15), with some short (under 15 characters) and some longer (up to 30 characters).
- Descriptions: Up to 5 descriptions, 90 characters max each.
- Copywriting Tips:
- Use clear, direct language with a personal touch (“you,” “your”).
- For Search and Display, use strong calls to action like “Buy now” or “Try today.”
- Avoid overusing superlatives or creating pressure with words like “hurry.”
- Tailor your messaging to fit the ad format and placement.
Logos
- Formats: Square logos (1:1) recommended at 1200 x 1200 px minimum. Landscape logos (4:1) are optional.
- Tips: Use clean, simple logos with transparent backgrounds where possible to maintain clarity across placements.
So, What’s Next?
The key to success isn’t just choosing the right campaign but also providing high-quality, diverse creative assets that give Google’s AI the fuel it needs to deliver results. Regularly refreshing your assets, personalising your messaging, and leveraging Google’s automation tools will keep your campaigns performing at their best.
Start with a clear goal, pick the right campaigns, prepare your creative assets carefully, and let Google’s technology do the heavy lifting to drive growth for your business in 2025.
Next, learn about strategies you can use to lower your Google Ad costs right now.
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