Campaign types compared
| Type | Where it shows | Best use |
|---|---|---|
| Search | Text ads on Google and Bing results | Leads from people searching now |
| Local Services Ads | Top of Google results for local trades | Leads, with pay per lead |
| Performance Max | All of Google's channels from one campaign | Broad reach with automated placement |
| Display | Websites and apps | Reminders and awareness |
| Video | YouTube | Telling your story on YouTube |
| Shopping | Product listings with prices | Selling products online |
| Social | Facebook, Instagram, TikTok, LinkedIn | Reaching people by interest and area |
Which to start with
For a plumber, lawyer, dentist or contractor, search usually comes first. People searching for the service have a need now. Local Services Ads suit eligible trades, since you pay per lead rather than per click.
Add other types once search works. Remarketing on display or social reminds visitors who did not call. Video shows your work. Performance Max can extend reach, but it needs good conversion data and clear guidance to work well.
How they work together
- SearchCatch people with a need right now.
- Local ServicesAdd pay-per-lead ads where your trade qualifies.
- RemarketingRemind visitors who left without calling.
- Video or socialBuild recognition before people search.
Good example. A law firm runs search ads for its main practice areas and remarkets to visitors who read case pages. It also tests YouTube ads with attorney videos.
Bad example. A firm starts with display ads across thousands of sites and judges them by signed cases in the first month.
Read search vs display vs shopping vs video. Our PPC management picks campaign types by where your customers search.