In today’s digital age, advertising has evolved immensely, and Google Ads has emerged as a powerful platform for businesses to reach their target audience. Google Ads, formerly known as Google AdWords, is an online advertising platform created by Google. It allows advertisers to display various types of ads on Google’s search engine and its partner websites to promote their products and services. In this blog, we will explore the world of Google Ads, understand how it works, its cost structure, and reveal the top 10 types of Google Ads that can elevate your marketing campaigns to new heights.

What is Google Ads?

Google Ads is an online advertising platform that enables businesses to create and manage advertising campaigns. Through Google Ads, businesses can bid on specific keywords relevant to their offerings and create ad campaigns to appear on Google’s search results pages and partner websites. When users search for specific keywords or visit partner websites related to the advertisers’ chosen keywords, their ads may be displayed to the users. The goal of Google Ads is to connect businesses with potential customers who are actively searching for products or services they offer.

How much does Google Ads cost?

The cost of Google Ads varies depending on several factors, including the competitiveness of the chosen keywords, the quality of the ad, and the budget set by the advertiser. Google Ads operates on a pay-per-click (PPC) model, where advertisers only pay when someone clicks on their ad. The cost per click (CPC) can range from a few cents to several dollars, depending on the industry and keyword competitiveness.

It is essential for advertisers to set a daily or monthly budget to control their ad spending. Once the budget is reached, Google will stop displaying the ads for the rest of the period, ensuring that advertisers stay within their desired spending limits.

How do Google Ads work?

Google Ads operates on a highly sophisticated auction system. When a user performs a search on Google using specific keywords, an auction is triggered for the ad placement. Advertisers interested in displaying their ads for those keywords participate in the auction by placing bids on the keywords they want to target. Additionally, Google takes into account the ad’s quality score, which considers the relevance and performance of the ad.

The ad rank determines the position of an ad on the search results page. It is calculated by multiplying the maximum bid and the quality score of the ad. The higher the ad rank, the better the ad’s position on the search results page. If the user clicks on the ad, the advertiser incurs a cost, but if the user doesn’t click, the ad impression is free.

Best Google Ads

Google Ads Guide

Now that we have a basic understanding of what Google Ads is and how it operates, let’s delve into the top 10 types of Google Ads that can maximise your marketing efforts:

  • Search Ads

Search ads are the most common type of Google Ads. These ads appear above or below the organic search results when users enter relevant keywords into the Google search bar. They are text-based and consist of a headline, description, and a URL link. Search ads are effective for capturing users with high purchase intent as they are actively searching for specific products or services.

  • Display Ads

Display ads are visually engaging banner ads that appear on Google’s partner websites across the internet. These ads include images, text, and even interactive elements to attract the attention of potential customers. Display ads are excellent for building brand awareness and reaching a broader audience.


  • Video Ads

Video ads are displayed on YouTube and across the Google Display Network. Advertisers can create compelling video content to capture the audience’s interest before or during their selected videos. Video ads are highly effective in conveying a brand’s message and building an emotional connection with the viewers.

  • Shopping Ads

Shopping ads, also known as Product Listing Ads (PLAs), allow e-commerce businesses to showcase their products directly on the search results page. These ads include an image of the product, its price, and the name of the retailer. Shopping ads are ideal for businesses with a wide range of products and can significantly increase click-through rates.

  • App Promotion Ads

For businesses with mobile apps, app promotion ads are a valuable asset. These ads encourage users to download and engage with the app directly from the Google Play Store or Apple App Store. App promotion ads can drive app installations and boost user engagement, helping businesses expand their mobile presence.

  • Remarketing Ads

Remarketing ads target users who have previously interacted with a business’s website or app. By using cookies, Google Ads can identify these users and display relevant ads to them as they browse other websites or use Google services. Remarketing ads are effective for re-engaging potential customers, reminding them of their interest in the brand, and encouraging conversions.

  • Call-Only Ads

Call-only ads are specifically designed for mobile devices and encourage users to make direct phone calls to the business. These ads are ideal for businesses that rely heavily on phone inquiries or appointments, such as local service providers and restaurants. Users can simply click on the ad to call the business directly, streamlining the conversion process.


  • Local Services Ads

Local Services Ads cater to businesses offering local services, such as plumbers, electricians, and locksmiths. These ads appear at the top of the search results page, showcasing the business’s contact information and a “Google Guaranteed” badge. To ensure high-quality services, Google verifies and certifies the businesses that can participate in this program.

  • Smart Campaigns

Smart Campaigns are designed for small businesses or those new to Google Ads. Using automated features, Smart Campaigns simplify the ad creation process and target the right audience without extensive manual configuration. Google’s machine learning algorithms optimise the ads to achieve the best possible results within the set budget.

  • Performance Max Ads

Performance Max Ads is an advanced advertising solution offered by Google Ads that aims to optimise campaign performance across multiple channels. By leveraging machine learning and automated bidding strategies, Performance Max Ads can dynamically adjust bids and ad placements to reach the most relevant audiences at the right moment. With its data-driven approach, Performance Max Ads simplifies the campaign management process and enhances overall efficiency, helping businesses achieve better results and maximise their advertising investments.

Google Ads is a powerful platform that empowers businesses to connect with their target audience effectively. By understanding how Google Ads works and exploring the various ad types available, businesses can craft impactful marketing campaigns that drive traffic, boost conversions, and increase brand awareness.

While the cost of Google Ads can vary depending on factors like keyword competitiveness and ad quality, businesses can control their spending by setting a budget and monitoring their campaigns regularly. It is essential to choose the most suitable ad types based on business objectives, target audience, and budget allocation.

From Search Ads that target users with high purchase intent to Display Ads that build brand awareness, the diversity of Google Ads types ensures that businesses can reach their customers through various channels. Additionally, specialised ads like Video Ads, App Promotion Ads, and Remarketing Ads offer unique opportunities to engage users and drive results.

As businesses continue to embrace digital advertising, Google Ads remains at the forefront of effective marketing strategies. By harnessing the potential of this versatile platform, businesses can stay competitive, expand their reach, and achieve their marketing goals in today’s dynamic online landscape. Remember to optimise your ads regularly, stay up-to-date with new ad features, and measure your campaign’s performance to continuously improve your Google Ads experience.

TLS Marketing Solutions as Your Google Ads Partner

TLS Marketing Solutions is your ultimate partner when it comes to optimising and managing Google Ads for businesses. With a team of seasoned digital marketing experts, we possess the knowledge and experience to craft targeted and result-driven Google Ads campaigns tailored to the specific needs of each business. Whether it’s improving brand visibility, increasing website traffic, or driving conversions, we employ industry best practices to ensure maximum return on investment. By conducting in-depth keyword research, ad creation, and continuous performance analysis, TLS Marketing Solutions ensures that your Google Ads stay ahead of the competition and reach the right audience at the right time. With a commitment to transparency and regular reporting, businesses can trust us to monitor campaign progress, make data-driven optimisations, and deliver measurable outcomes that boost the business’s online presence and revenue. With TLS Marketing Solutions as your Google Ads partner, take your digital advertising efforts to new heights and unlock the full potential of Google’s powerful advertising platform.

Start leveraging the power of Google Ads today, and witness how it can transform your online presence and drive business growth. Contact us today for a free, no obligation chat.