Thought advertising on Google was just about PPC?
Think again...

When people talk about Google Ads, they usually mean PPC – Pay-Per-Click ads that appear in search results when someone types in a relevant keyword. They’re a brilliant way to target users who are actively looking for what you offer, and they’ve become a staple of many marketing plans. 

But Google’s ad network goes much further than search alone. In fact, there’s a wide range of formats and placements available that allow businesses to get seen, whether they’re actively searching or not. 

Here’s a quick overview of the different ways you can advertise through Google – beyond just search ads. 

Display ads 

Google’s Display Network reaches over 90% of internet users worldwide through millions of websites, apps, and online platforms. Display ads are visual – think banners, boxes, or sidebars – and they’re great for brand awareness and staying visible while people browse online. They’re especially useful for reaching new audiences or reminding previous visitors about your brand. 

YouTube ads 

With billions of users and countless hours of video consumed every day, YouTube offers a huge opportunity to tell your story in a visual way. Google offers several YouTube ad formats, including skippable and non-skippable video ads, bumper ads, and discovery ads. These can be great for building awareness, showcasing products, or driving interest in a campaign. 

Shopping ads 

For retailers and e-commerce brands, Shopping Ads let you showcase products directly in Google’s search results, Shopping tab, and across partner websites. Each ad includes a product image, price, and store name – making it easy for users to browse and click through to buy. 

Local services ads 

Designed specifically for service-based businesses (such as trades, care services, or wellness providers), Local Services Ads appear at the top of local search results. These ads are designed to generate direct leads and include trust-building features like reviews and the Google Guarantee badge. You only pay when a customer contacts you. 

App promotion ads 

If you’ve developed an app, Google offers dedicated campaigns to promote it across Search, YouTube, Google Play, and more. These ads are geared towards driving installs or in-app engagement, and they use Google’s automation to find the most relevant users. 

Remarketing ads 

Sometimes people visit your site, browse for a bit, then leave without converting. Remarketing allows you to re-engage those users with ads that gently remind them about your product or service as they go about their online activity. 

Performance Max campaigns 

This is one of Google’s more advanced ad formats. Performance Max campaigns use automation to serve your ads across all of Google’s channels – from Search and Display, to YouTube, Discover, Gmail, and Maps – based on your business goals. You provide creative assets, and Google uses machine learning to deliver them where they’re most likely to perform. 

 

So what’s the takeaway? 

Google Ads isn’t just one thing – it’s an entire toolkit of advertising opportunities that can help you reach people in lots of different ways. Whether you want to raise brand awareness, drive traffic to your site, promote a product, or get your phone ringing, there’s a format to suit. 

And while some campaigns can be highly automated and data-driven, others are more visual and creative. The key is knowing what will work best for your business, your audience, and your objectives. 

Get in touch if you’d like to find out more. We can help with strategy, planning, creative, and ongoing management and optimisation. Contact sarah@spraguegibbons.co.uk to find out more.