At Enilon, we believe the most successful digital marketing strategies are rooted in clarity, precision, and performance. That’s why, when it comes to building a demand generation engine using Google Ads, understanding the role of each campaign type is critical.
From high-intent search campaigns to AI-driven full-funnel automation, Google’s advertising ecosystem offers a wide spectrum of options. But more isn’t always better—it’s about using the right ad types, in the right way, for the right stage of the customer journey.
Here’s a breakdown of the major Google ad types, when we use them with our clients, and what to expect.
Search Ads: High Intent, High Impact
Best for: Capturing users actively searching for your product or service.
Our approach: We use keyword mapping aligned to buying stage, build conversion-optimized landing pages, and tightly segment campaigns to maximize efficiency.
What to expect: High CTRs and conversions, but also higher CPCs. It’s your performance workhorse.
Not ideal for: Awareness or passive interest — these users aren’t searching yet.
Display Ads: Awareness + Retargeting
Best for: Staying top-of-mind and re-engaging users visually across the web.
How we use them: Display campaigns power our retargeting layers—serving strategic creative based on user behavior.
What to expect: Low CPCs, high impressions, and essential visibility lift.
Not ideal for: Bottom-of-funnel conversion unless combined with precise audience segmentation.
YouTube (Video) Ads: Visual Storytelling
Best for: Brand storytelling, product education, and reaching new audiences.
How we use them: We help clients create short, punchy videos and deploy them through skippable ads or bumper formats to build early interest.
What to expect: Brand lift, strong engagement, and excellent audience insights.
Not ideal for: Direct-response conversions (unless you have a proven video-to-lead offer).
Shopping Ads: For Retail Revenue
Best for: eCommerce brands looking to showcase products to in-market shoppers.
Our focus: We optimize your product feed, enhance visuals, and structure Shopping campaigns for ROAS.
What to expect: High commercial intent traffic and measurable revenue returns.
Not ideal for: Non-product or service-based businesses.
Performance Max: All-in-One, AI-Driven
Best for: Brands ready to scale across Google Search, Display, YouTube, and more using automation.
How we use it: We break out asset groups by theme or audience, feed it top creative, and monitor for conversion lift.
What to expect: Cross-channel reach and conversions—but requires trust in the black box.
Not ideal for: Clients who want granular channel control or placement transparency.
Demand Gen: Visual Engagement for Consideration
Best for: Mid-to-top funnel awareness across YouTube, Gmail, and Discover.
Our approach: We craft high-quality visual content to spark interest and then layer in remarketing to pull users down the funnel.
What to expect: Lower CPCs and high engagement; great for feeding future conversion pools.
Not ideal for: Search-intent-driven conversions.
AI Max: Google’s New Smart Campaign Format
Best for: Brands who want to launch fast, simplify setup, and let Google AI handle targeting, creative, and bidding.
How we support clients: We use AI Max for test-and-learn initiatives, feeding the system with high-quality site content and performance goals.
What to expect: Streamlined automation and decent early performance — a great entry point for scaling with AI.
Not ideal for: Those who need deep customization or want to control every lever.
Local, App, Discovery, and Smart Campaigns
Each of these has a purpose — from driving foot traffic (Local) to promoting apps or simplifying campaign management (Smart Campaigns). At Enilon, we’ll recommend these options when they align with your goals, geography, and product experience.
How We Guide Our Clients Through Google Ads
At Enilon, we don’t just “set and forget” ad campaigns. We partner with clients to:
- Align campaign types with funnel stages
- Create campaigns that complement each other (e.g., PMax + Search + Display retargeting)
- Optimize creative and audience strategy per channel
- Run tests with purpose and iterate toward performance
We understand the nuances of each campaign type—and we’ll guide you toward the mix that delivers results, not just impressions.
If you’re wondering which Google campaigns are right for your business, let’s talk. We’ll help you craft a smart, scalable media plan that turns your goals into growth.
