1. Search Campaigns (The Classic)
These are text ads that appear on Google Search results pages. In 2026, these are increasingly integrated with AI Overviews and AI Mode (conversational search).
Best for: Capturing high-intent users actively looking for your product.
Format: Responsive Search Ads (RSAs) where you provide multiple headlines and descriptions, and Google’s AI tests the best combinations.

2. Performance Max (PMax)
This is Google’s flagship "all-in-one" campaign. You provide assets (images, videos, headlines, and logos), and Google uses AI to serve ads across all its properties: Search, YouTube, Display, Discover, Gmail, and Maps.
Best for: Maximizing conversions across every possible touchpoint without managing multiple separate campaigns.
New in 2026: Advanced "Search Themes" and more transparent placement reporting.

3. Shopping Campaigns
If you sell products online, these ads show your product photo, price, and store name.
Best for: E-commerce businesses.
New in 2026: Integration with Product Studio for AI-generated product backgrounds and "Direct Offers" in AI search modes.

4. Local Services Ads (LSA)
These appear at the very top of search results for specific local services (like plumbers, lawyers, or cleaners).
Best for: Local service-based businesses.
Unique Feature: You often pay per lead (a phone call or message) rather than per click.