Google Ads is rolling out updates that will be significant as we move through 2026. Increased automation, AI-driven placements, and a growing emphasis on creative variety will change how paid media works across Google’s ecosystem.

For those currently using Google Ads or looking to start using them, this guide breaks down major Google Ads campaign types, how each fits into your paid media strategy, and highlights what’s changing and how to prepare for it.

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What Is Google Ads & How Paid Media Fits Into Your Strategy

Google Ads is Google’s paid advertising platform, allowing businesses to show ads across Google Search, YouTube, Discover, Gmail, and millions of websites and apps in the Google Display Network. 

Understanding Google Ads Channels

At a high level, Google Ads supports different stages of the buyer journey:

• Paid Search: captures high-intent users actively looking for solutions
• Display & Discovery: builds awareness and nurtures interest
• Video: drives emotional connection, storytelling, and brand recall
• Shopping & App: focuses on product discovery and app engagement
  

Knowing when to invest and which campaign types to use is what separates efficient ad spend from wasted budget.
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A Comprehensive Guide to Google Ad Types

Search Ads (Google Search Network)

What they are: Text-based ads that appear directly on Google search engine results pages (SERPs) when users search for specific keywords.

Where they appear: Above, below, alongside, or within the search results.

Best use cases:

• High-intent keywords
• Lead generation
• Direct sales and bookings
  

Search ads remain one of the highest-converting ad formats, but in 2026, expect increased competition and more AI-driven keyword matching. We are likely to see more roll-outs for ad placements in AI Overviews and AI Mode automatically.

Performance Max (PMax) 

What they are: Goal-based campaigns that use Google’s AI to serve ads across multiple channels from a single campaign.

Channels covered:

• Search
• Display
• YouTube
• Discover
• Gmail
• Maps
  

Best use cases:

• Driving customer conversions at scale
• Broad reach
• Reporting cross-channel insights
  

New PMax campaign updates now allow for increased control. Among them are the ability to add campaign-level negative keywords, reduce click spam through exclusion lists, and utilize brand list exclusions to avoid brand cannibalization for search campaigns. 

Display Ads

What they are: Visual ads that appear across millions of websites, apps, and placements.

Ad formats:

• Responsive display 
• Static image assets
  

Best use cases:

• Brand awareness
• Remarketing to past visitors
• Keeping your brand top-of-mind
  

Display ads shine when paired with strong targeting and compelling creative, especially as cookies phase out and audience signals become more contextual.

Demand Gen Campaigns

What they are: Campaigns designed to generate demand through visually immersive campaigns, replacing Discovery campaigns.

Where they appear:

• YouTube
• Discover
• Gmail
• Google Display Network
  

Best use cases:

• Driving conversions earlier in the funnel
• Improving brand and search lift
• Visually-led storytelling
  

Demand Gen is one of the clearest signals that Google is prioritizing visual-first, mid-funnel advertising. This is supported even more so by the amount of recent updates Demand Gen has seen, including expanded options for bidding and optimization, inventory and creative, product fees and commerce features, and platform-comparable reporting.

Shopping Ads

What they are: Product-based ads that pull directly from your product feed.

How they work: Shopping ads use product data (price, title, image) rather than keywords alone to determine when ads show.

Best use cases:

• Ecommerce brands
• Product-driven businesses
• Retailers with structured product catalogs
  

Feed quality, pricing, and imagery will matter more than bids as automation increases. Since Google’s AI relies on detailed, clear visuals, high quality product images will be vital.

Video Ads (YouTube Ads)

What they are: Video-based ads across YouTube and partner placements.

Common formats:

• In-stream (skippable and non-skippable)
• In-feed video
• YouTube Shorts placements
  

Best use cases:

• Top-of-funnel awareness
• Brand storytelling
• Driving consideration and recall
  

Video Ads have received updates in an attempt to maximize platform usage by allowing users to browse and engage with products directly, essentially creating a virtual storefront.

App Ads

What they are: Automated campaigns designed to promote app installs and engagement.

Where they appear:

• Search
• Google Play
• YouTube
• Display
• Discover
  

Best use cases:

• App installs
• Re-engaging existing users
• Pre-registration campaigns
  

With minimal setup and heavy automation, success hinges on creative assets and in-app event tracking. New optimization roll outs additionally provide more transparent tracking, including insights on user movement from web campaigns to app installs, closing a major visibility gap. 

What’s Changing for Google Ads in 2026

1. Increased Automation & AI Integration

Google Ads is expanding into AI Overview and AI Mode, meaning ads will increasingly appear within AI-generated search experiences.

What this means:

• Less control over exact placements
• Greater reliance on signals, data, and creative
• Strategy shifts from “manual optimization” to “input quality”
  

Balancing automation with strategic guardrails will be key here.
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2. Performance Max Obtains More Control

PMax Improvements from this past year open up its capabilities while also signaling Google’s push of the ad type. 

Recent updates have added:

• Campaign-level negative keywords
• Brand keyword exclusions
• Improved placement reporting
  

In 2026, Performance Max is expected to become more transparent, but also more dependent on asset quality and feed optimization.
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3. Creative Becomes the New Targeting

As audience targeting becomes more abstract and AI focused, creative will have to do the heavy lifting.

Expect to see:

• Higher demand for multiple creative asset types
• Stronger emphasis on video-first assets
• Ads optimized based on engagement signals, not just clicks
  

In short: better creative = better performance.

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How to Prepare Your Google Ads Strategy for the New Year

1. Audit existing campaigns: identify what’s driving value and what’s coasting by on old settings.
2. Review conversion tracking and data quality: automation only works if your data is accurate and meaningful.
3. Refresh creative and assets: prioritize video, test new formats, and build asset libraries.
4. Align Google Ads goals with broader marketing objectives: paid media should support brand growth, not operate in a silo.

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Planning Ahead Wins

As Google Ads leans further into AI, automation, and creative-driven performance, smooth navigation will stem from a data-driven marketing plan versus reactive decision-making.