Over the years the campaign type options available on Google and Microsoft have changed dramatically. Here’s a rundown of what is available now to help you figure out which campaign type(s) are best for your objectives. We’ll start with Google campaign types and at the end show the differences to Microsoft.

Search

• These are only triggered by direct user searches and operate using traditional keywords. Ads are text-based, but can use images as well as other assets as add-ons.
• Run these to ensure that customers who are looking for you will definitely find you. If you don’t cover your own brand terms, somebody else is most likely getting cheap clicks using your brand name. Make it easy for loyal brand followers to find you, engage with your services, and convert.
• Achieve any KPIs related to brand visibility, brand coverage, cheap clicks and conversions. Covering brand terms is a very basic, low-cost, always on marketing measure.
• Cover relevant generic terms to achieve any KPI (see under brand terms).
• Reach prospecting audiences for any number of relevant services. Requires monitoring and refinement, such as reviewing search terms, and adding negatives.

AI Max (Search)

• Low maintenance version of Search campaigns that require less strategic planning due to AI features.
• Use only broad match keywords and select AI Max in campaign settings to use this campaign type.
• Note that enabling AI Max allows the campaign to expand quite freely on your keywords, customise ad text, and use any URL on your website as the landing page for your ads.
• Great starting point for brands that are new to Search advertising.
• Brands with niche products/services, using a small set of broad keywords. Closely monitor search terms and refine your negative list.
• Market research for new brands, or discovering new products or services to focus on.
• AI Max replaces Dynamic Search Ads from September 2026

Performance Max

• Your one size fits all campaign that usually drives better performance than other display types.
• Asset groups combine ad groups and ads in one place. Includes text, images of all aspect ratios, and video assets (optional).
• Uses sophisticated audience signals made up of combinations of custom lists, Google audiences, Search term lists, and other signals.
• Strong performer due to its coverage of the Search network alongside GDN and YouTube.
• Advanced Shopping campaigns using Merchant Centre product feeds. Use this to test against Standard Shopping.

Demand Generation

• When you want to run simple image-only, video-only, or carousel-only ads, without the need for multimedia ads.
• When GDN and YouTube are your priority; the Search network is not covered.
• An impression and click driver, but beware of high drop-off after clicks for this campaign type.

Display

• Responsive display ads can combine text with images and videos. Uses Google audience segments and custom audiences (list uploads, etc).
• For brand awareness, high impression targets, and when a simple setup is desired.
• A/B test to compare to Performance Max, Demand Gen, or Video campaigns.
• Worth including in the mix if budget allows and you have capacity to regularly review performance and optimise.

Video

• Great if all you want is YouTube coverage for your video ads, or want to run specific ad types or placements,a such as shorts
• A/B test with Performance Max and compare KPIs (video metrics, conversions), but only if the client has strong video creative.
• Brand awareness using strong video assets.
• Note that Demand Gen, Display, and PMAX all allow for video assets to be promoted. Check if these might be better suited to your needs.
• Offers multiple video-only campaign types focused on different goals: standard video, drive conversions, target frequency. Supported formats vary per campaign types, and cover: in-feed, non-skippable in-stream, skippable in-stream, bumper, sequence, audio, shorts, masthead.

Standard Shopping

• Promote a product catalogue from your Google Merchant Centre.
• Advertise for ecommerce websites.
• Run alongside PMAX Shopping to maximise network coverage.

App

• Mobile App Installs to drive conversions via Display App or pure App campaigns. These can cover the Search network, GDN, Google Play store, YouTube, Discover.
• Ads can include app icon, description text, and your app store rating.
• App Engagement for content-focused apps.
• App Pre-Registration to promote new app launches.

Hotels

• Visibility on Google Maps and Search. Showcase photos of the hotel, amenities, and prices.
• Link directly to a booking page.
• Must be managed via a Hotel Centre account.
• Attract travellers actively searching for a hotel in a specific location. 
• Dynamic ads that allow pricing to be adjusted based on room availability.

A note on Microsoft

Microsoft (formerly Bing) offers Search, Performance Max, Smart Shopping, Search for Shopping, Shopping Audience campaigns, Dynamic Search, Video, Connected TV, and Audience campaigns. 

Audience (Microsoft only, AI-powered)

• To achieve brand awareness, lead, or conversion goals.
• Lets you choose from different ad types: display, native, and online video.
• Offers additional targeting options with LinkedIn audiences, in-market audiences, impression-based remarketing, and ad placement targeting.