If you’re running Google Ads, you’ve probably asked yourself: “Should I go with Search, Display, or Performance Max?”
You’re not alone and there’s no one size fits all answer. But don’t worry. In this post, I will break it down using real facts and examples to help you make the right choice. Your confections are too easy.
First, What Are These Campaign Types?
Let’s start with a quick recap:
Search Campaigns show your ads on Google when people actively search for something. Example: Someone types “tennis academy near me”.
Display Campaigns show image or banner ads across websites, YouTube, and apps. Example: You see a vape brand ad while reading the news online.
Performance Max Campaigns (PMax) are newer and use AI to run your ads across all Google channels Search, YouTube, Gmail, Maps, Discover, and Display
When to Use Search Campaigns
Use When:
You want high intent traffic (people actively looking).
You have strong keywords and good landing pages.
You want control over bids, ads, and audiences.
Real Example:
A Car Services Company Bidding on “car wash service” gets Traffic from People ready to buy services, not just browsing.
Why It Works:
Google data shows Search ads have the highest conversion intent among all channels. If someone types your product & services name, they’re halfway through the funnel already.
When to Use Display Campaigns
Use When:
You want to increase awareness or stay top of mind.
You have visually strong content (seasonal offers).
You want to retarget past visitors who didn’t convert.
Real Example:
Someone visits your website but doesn’t buy. Later, they see your Display ad while browsing YouTube or a recipe blog.
Why It Works:
Display ads can reach 90% of global internet users, making them great for retargeting or brand recall. Just don’t expect instant sales like Search.
When to Use Performance Max (PMax)
Use When:
You want to run ads everywhere with Google’s AI helping optimize.
You don’t have time to manage multiple campaigns.
You have conversion data for Google’s machine learning to work well.
Real Example:
An online vape store uses Performance Max with product feed and location targeting. Google finds new high-performing segments across Search, Maps, YouTube, and Gmail.
Why It Works:
PMax uses signals like search intent, device, location, and audience behaviour to optimize in real-time. Find more converting customers, drive more value & Acquire rich insight
Final Thoughts
Choosing the right Google Ads campaign isn’t about trends. it’s about your business goals, your customer behaviour, and your time. If you’re just starting, Search Campaigns are a great way to learn and get results quickly. If you’re more advanced or want scale with less manual work, Performance Max can be a game-changer for your business needs.
And if you want to stay visible and bring people back, Display is your silent brand-builder.