Welcome back to our Online Advertising 101 series! Today, we’re going back to basics of Google to talk about something that trips up a lot of business owners—knowing which type of Google Ad to run.

It’s easy to say, “I should run ads on Google,” but if you don’t understand the differences between ad types, your results may fall short. The good news? Once you know what each ad is built to do, you can make smart, goal-driven choices that get results.

Today, we’ll cover three common types of Google Ads that can apply to any business, especially service-based ones like auto glass.

1. Search Ads –

These ads show up on Google when people search for your service.

Benefits:
Search Ads are keyword-based, meaning your ad only appears when someone actively searches for what you offer. This means faster ROI—because you’re reaching people who are ready to buy.

Drawbacks:
Since they only show to people who are already searching, your reach is limited. Fewer views, but higher intent.

2. Display Ads –

These ads are shown on YouTube and across Google’s network of partner websites.

Benefits:
Great for brand awareness! These ads keep your name in front of potential customers even if they’re not currently looking for your service.

Drawbacks:
Because these ads target people whether they need your service or not, it can take longer to see a return.

3. Performance Max Ads –

Google’s newest ad type that runs across all Google platforms.

Benefits:
These ads are shown on Google Search, Maps, Gmail, YouTube, and partner sites. They’re built to drive both website traffic and direct calls to your business.

Drawbacks:
You won’t see exactly where your ads appear, so you give up some control in exchange for broader reach.

Final Thoughts

The key to successful advertising is knowing your goal. Do you want leads fast? Go for Search Ads. Looking to build brand awareness? Display might be the way. Want a wide reach with minimal setup? Try Performance Max.

Understanding the strengths and limitations of each ad type will help you spend smarter and get better results.

That’s all for today! If you have any questions about which type of Google Ad is right for your business, don’t hesitate to reach out. We’re here to help you get the most out of your advertising.