Types of Google Ads campaigns: Search, display, shopping, and video.

1. Introduction

• Hook: India’s digital ad spends crossed ₹60,000 crore in 2025, with nearly 40% flowing into Google Ads.
• Why it matters: Organic reach is shrinking. Paid campaigns give faster, targeted visibility.
• Purpose: Break down the four most common Google Ads campaign types Search, Display, Shopping, and Video using Indian examples, case studies, and real numbers.
• Note: Google also offers Performance Max, Discovery, and App campaigns, but here the focus is on the four that matter most for businesses starting out.
• Context: India is Google’s largest YouTube market, with internet penetration at 82% (2023). Google Ads is now essential for local shops and national brands alike.

2. Google Search Ads Campaigns

• Definition: Text ads on Google search results triggered when users actively search.
• How it works: Keyword bidding + intent-driven traffic.
• Key Features:
  • Ad Extensions (site links, call, location) improve CTR.
  • Negative keywords save budget from irrelevant clicks.
• Real Example: A Bangalore bakery bidding on “birthday cake delivery near me.”
• Case Study (India):
  • UrbanClap (now Urban Company) targeted “deep cleaning service Delhi.”
  • Result: 35% more leads in 3 months.
• Numbers:
  • Avg. CTR: 3–5%.
  • CPC in India: ₹50–₹150 (competitive niches like insurance).

3. Google Display Ads Campaigns

• Definition: Banner/image ads across the Google Display Network (websites, apps, Gmail).
• How it works: Excellent for awareness and retargeting.
• Key Formats: Responsive display ads, Gmail ads, custom banners.
• Real Example: Swiggy promotes “50% off first order” banners on news portals and YouTube sidebars.
• Case Study (India):
  • Nykaa retargeted site visitors who didn’t buy.
  • Result: 28% higher conversions.
• Numbers:
  • Reach: 90%+ of global internet users.
  • CTR in India: 0.35–1%.
  • CPC: ₹5–₹20.
• Extra Tip: Use placement targeting to avoid low-quality or fake news sites.

4. Google Shopping Ads Campaigns

• Definition: Product ads show image, price, and store name directly in Google search results.
• How it works: Needs a Merchant Center product feed. Perfect for e-commerce.
• India-Specific Note: GST compliance, pricing accuracy, and stock availability are critical for approval.
• Real Example: Searching “iPhone 14 price India” → Flipkart, Amazon, Croma listings.
• Case Study (India):
  • Myntra ran festive collection Shopping Ads during Diwali.
  • Result: 2.5x ROI compared to display campaigns.
• Numbers:
  • 30% higher conversion rate than text ads.
  • CPC: ₹10–₹40 depending on product.
• Extra Tip: Use Shopping when visuals influence buying decisions more than text.

5. Google Video Ads Campaigns (YouTube Ads)

• Definition: Ads on YouTube in formats like skippable, non-skippable, in-stream, and bumper.
• How it works: Target by demographics, interests, and user search behavior.
• Key Formats:
  • TrueView for Action (direct response).
  • Bumper ads (6 seconds, brand recall).
• Real Example: Zomato’s viral “Kabhi kabhi lagta hai Zomato hi bhagwan hai” YouTube ads.
• Case Study (India):
  • BYJU’S targeted parents searching “online learning for kids.”
  • Result: 40% higher engagement and massive app installs.
• Numbers:
  • Over 450M YouTube users in India.
  • CPV: ₹0.50–₹2.
  • Avg. view rate: 15–35% (skippable ads).
• Extra Tip: Regional language ads (Hindi, Tamil, Telugu, Bengali) perform better than English-only campaigns.

6. Comparison of Campaign Types (Quick Recap Table)

Campaign Type	Best For	Avg. CPC/CPV (India)	CTR/Conversion	Example Brand	Best Budget Range
Search Ads	High-intent leads	₹50–₹150	CTR 3–5%	Urban Company	₹15k–₹50k/month
Display Ads	Awareness + Retarget	₹5–₹20	CTR 0.35–1%	Nykaa	₹5k–₹20k/month
Shopping Ads	E-commerce sales	₹10–₹40	30% higher CVR	Myntra	₹20k–₹1L+
Video Ads	Branding + Engagement	₹0.50–₹2/view	View rate 15–35%	BYJU’S	₹2k+ (flexible)

7. How to Choose the Right Campaign

• Match Goals:
  • Want sales → Search/Shopping Ads.
  • Want awareness → Display/Video Ads.
  • Want both → Mix + Retarget.
• Decision Flow:
  • Audience already searching for your product? → Search/Shopping.
  • Does the audience know your product yet? → Display/Video.
• Budget Tips (India):
  • Local shops (e.g., saree boutique in Surat): Start with Search Ads.
  • Startups: Use Video Ads for awareness → Retarget with Display.
  • E-commerce: Mix Shopping + Search for maximum ROI.

8. Conclusion

• Google Ads is not one-size-fits-all.
• Small businesses can start learning, while bigger brands run full-funnel strategies.
• The winning formula combines all campaign types:
  • Awareness: Video/Display
  • Consideration: Search
  • Purchase: Shopping
• Final Tip: Always track performance with Google Analytics + Conversion Tracking.
• Note: For advanced scaling, Performance Max automates campaigns across all Google channels.

1.Introduction

India’s digital ad spends crossed ₹60,000 crore in 2025, and nearly 40% went into Google Ads. That number alone should make you sit up. Why? Because it tells us one thing, organic reach is no longer enough. I have seen businesses pour their heart into Instagram reels. Only to see 200 views because the algorithm decided to play tough. SEO? It works, yes. But I always tell my students that SEO is like farming. You plant the seed today, water it, wait months, and then harvest. Google Ads? That is like buying ready to eat food. You switch it on, and boom your shop is visible to the right people, right when they need you.

Let me give you a small story. One of my students runs a saree boutique in Surat. She came to me almost in tears. She said, “Sir, I have stocked the best wedding sarees. But every day, women walk into the shop next door and ignore mine.” We set up a simple Google Search campaign for “wedding saree online India.” Within a week, she called me. She was emotional and said, “For the first time, people from Jaipur and Lucknow called to ask about my sarees.” That is the magic of Google Ads, it puts you on the map instantly.

And India is the playground for this magic. India has 450 million YouTube users and 82% internet penetration. This is a country where even a street-side bakery in Bangalore can run ads. They can get orders from techies living just 10 km away. For brands, big or small Google Ads is not optional anymore. It is survival.

2. Google Search Ads Campaigns

Search ads are those text ads you see on top when you Google something. Do not underestimate them. They work because the intent is already there. The customer is searching, not scrolling.

Here is a case I will never forget. A tiny bakery in Bangalore was struggling. Their sales dropped after Zomato commissions cut profits. They could not rely on walk ins. We created a campaign around “birthday cake delivery near me.” The very next day, they got an order at 11:45 pm. A college student wanted a midnight surprise for his roommate. Then another one from an IT guy works late. The owner told me, “Sir, I never thought people outside my lane would even know we exist.” That is what Search Ads do they take your shop signboard and place it in the busiest street of the internet.

Of course, big players use it too. Remember UrbanClap (now Urban Company)? They ran campaigns for “deep cleaning service Delhi.” The people clicking were not wasting time. They were Delhi families searching in frustration because their maids did not turn up. Urban Company saw a 35% bump in leads in three months.

Now, let be honest. Search Ads are not cheap in every sector. If you are running ads for loans, insurance, or real estate, clicks can cost ₹100 to ₹150 easily. I remember one insurance client who almost fainted when he saw the CPC. But I reminded him “These are not random clicks. These are people ready to buy insurance.” That is why even at ₹150 a click, it was profitable.

Quick numbers to remember:

• CTR: usually 3–5%, the highest of all campaign types.
• CPC in India: ₹50–₹150 in competitive industries, but lower for local ones.

3. Google Display Ads Campaigns

Now here is the thing. Not everyone is searching for you all the time. Some people need a little nudge, a reminder you exist. That is where Display Ads shine.

I will share a funny one. I was reading a cricket update on Cricbuzz, and suddenly a Swiggy banner flashed: “50% off on your first order.” I was not hungry, I was not thinking of food. But within 10 minutes, I had biryani on the way. That is the emotional power of Display Ads, they plant the seed when you least expect it.

For ecommerce, Display Ads are even sharper. Take Nykaa. They once ran retargeting campaigns for lipstick shoppers. A friend of mine browsed a shade at midnight. She did not buy it. The next morning, the same lipstick followed her while she checked the news. She laughed and told me, “Sir, Nykaa stalked me into buying it.” Result? 28% more conversions for Nykaa.

But here is my opinion, Display Ads are a double edged sword. They reach 90% of internet users globally, which is massive. But CTR? Barely 0.5%. And if you are not careful, your ad might show up on some websites spreading fake news. I once had a client furious because his ad for ayurvedic products appeared next to a gossip blog. The lesson? Always use placement targeting and keep your brand safe.

The math here:

• CTR: 0.35–1% (much lower than Search Ads).
• CPC: ₹5–₹20 (super cheap for awareness).

4. Google Shopping Ads Campaigns

Shopping Ads are like getting the prime shelf space in Big Bazaar or D Mart, but on the internet. When someone types “iPhone 14 price India” on Google, they do not just see blue links. They see product photos, prices, and store names from Flipkart, Amazon, and Croma. All of it is lined up like a neat product shelf. Decision time shrinks.

But here is the catch. In India, Google is strict. Your Merchant Center feed must have accurate GST details, pricing, and stock. A student of mine once ran ads for his electronics store in Hyderabad. He did not update stock, and Google flagged his feed. Campaign paused. He learned the hard way that trust, and accuracy are everything.

Take Myntra’s Diwali push. Instead of broad “Festive Sale” banners, they ran Shopping Ads. These ads showed sarees, kurtas, and lehengas with exact prices. Shoppers did not feel like they were being sold to, they felt like they were browsing a real shelf. The result was 2.5x ROI compared to display ads.

Numbers do not lie. Shopping Ads deliver around 30 percent higher conversions than text ads in India. CPCs stay manageable at ₹10 to ₹40.

Real story: A Jaipur handicraft seller told me, with tears in his eyes. Shopping Ads helped his embroidered bedsheets reach buyers in Mumbai and Bangalore. “Google gave me a shelf next to Amazon,” he said. For small sellers, that is everything.

5. Google Video Ads Campaigns (YouTube Ads)

If Shopping Ads are about decisions, Video Ads are about emotion. Indians spend hours on YouTube, 450 million of us. That is larger than the U.S. population. And when a story hits the right chord, it sticks.

Formats:

TrueView for Action → Skippable ads for clicks or sign-ups. Bumper Ads → Just 6 seconds, perfect for recall.

Think of Zomato’s legendary “Kabhi kabhi lagta hai Zomato hi bhagwan hai.” It was not just an ad, it became a meme. People laughed, remixed, remembered Zomato whenever hunger struck.

BYJU’S nailed it too. They targeted parents searching “online learning for kids.” Their YouTube ads in Hindi explained interactive learning. The result was 40 percent more engagement and huge app installations.

Costs are affordable, ₹0.50 to ₹2 per view. Skippable ads often get 15 to 35 percent view rates.

Local case study: A Mithai shop in Indore wanted to boost Diwali sales. They shot a simple 15-second video. It showed families sharing laddoos. The video included the line: “Mithaas jo rishton ko jode.” No fancy editing, just warmth. They ran it as a regional language bumper ad. The shop owner told me sales went up by 40 percent that season. That is the beauty of video, it is not about production quality, it is about the emotion it leaves behind.

Another emotional hook: A coaching institute in Lucknow ran a Hindi ad. The ad featured the founder’s own voice saying, “Hamare bacche aapke bacche hain.” It outperformed their polished English video. Language is respect, not just a tactic.

6. Comparison of Campaign Types

Campaign Type	Best For	Avg. CPC or CPV (India)	CTR or Conversion	Example Brand	Best Budget Range
Search Ads	High-intent leads	₹50 to ₹150	CTR 3 to 5%	Urban Company	₹15k to ₹50k per month
Display Ads	Awareness + Retargeting	₹5 to ₹20	CTR 0.35 to 1%	Nykaa	₹5k to ₹20k per month
Shopping Ads	E-commerce sales	₹10 to ₹40	30% higher CVR	Myntra	₹20k to ₹1L+
Video Ads	Branding + Engagement	₹0.50 to ₹2 per view	View rate 15 to 35%	BYJU’S	₹2k+ (flexible)

7. How to Choose the Right Campaign

Do not treat Google Ads like a buffet where you pile random dishes. Think about funnels.

Want sales? → Search or Shopping Ads. Want awareness? → Video or Display Ads. Need both? → Mix and retarget.

Examples: Saree boutique in Surat → Search Ads to grab ready buyers. Bangalore food delivery startup → Video Ads for awareness, Display for retargeting. Electronics ecommerce brand → Shopping + Search for direct ROI.

8. Conclusion

There is no one size that fits all. Small shops should start learning, test, and grow. Big brands run full funnels.

The smartest journey looks like this:

Awareness: Video + Display Consideration: Search Purchase: Shopping

And always track results with Analytics + Conversion Tracking. Once you scale, let Performance Max tie everything together.

Final thought: Ads are not just clicks. They are stories, emotions, and trust. When a mithai shop in Indore can compete with multinational chocolate brands during Diwali, you know Google Ads is not just marketing. It is equal opportunity.