Demand Gen campaigns capture engagement and action across YouTube, including Shorts, Discover, Gmail, Maps and the Google Display Network. Google upgraded Video action campaigns to Demand Gen, finishing by April 2026, and Display campaigns are moving into Demand Gen, with migration starting in June 2026.

Google Ads campaign types infographic: a phone home screen with app icons for Search, Performance Max, Shopping, Demand Gen, Video, App and Smart, a list describing each with the goals it suits, and notes on recent changes.

Oct 5, 2026

Google Ads Campaign Types Infographic: Which to Use

Google Ads campaign types explained: Search, Performance Max, Shopping, Demand Gen, Video, App and Smart, what each does and which goal it suits.

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<a href="https://searchinsider.io/infographics/google-ads-campaign-types"><img src="https://searchinsider.io/research/google-ads-campaign-types/google-ads-campaign-types-infographic.png" alt="Google Ads campaign types infographic: a phone home screen with app icons for Search, Performance Max, Shopping, Demand Gen, Video, App and Smart, a list describing each with the goals it suits, and notes on recent changes." style="max-width:680px;width:100%;height:auto;" /></a><p>Source: <a href="https://searchinsider.io/infographics/google-ads-campaign-types">Google Ads campaign types infographic</a> by Search Insider.</p>

Which Google Ads campaign type should you use?

The short answer: Choose by goal and by where you want to show up. Search catches people looking right now, Shopping sells products, Performance Max covers every Google channel at once, and Demand Gen and Video build demand on YouTube and feeds.

Based on Google Ads Help.

What it shows

Search: text ads on Google results.
Performance Max: one campaign across all Google Ads inventory.
Shopping: product listings with photo, title and price.
Demand Gen: visual ads across YouTube, Discover, Gmail, Maps and the Display Network.
Video: video ads on YouTube and other sites.
App: new users and in-app sales.
Smart: Google's simple option for small businesses.
Video action campaigns were upgraded to Demand Gen by April 2026; Display is moving into Demand Gen.

What to do

People search for what you sell: Search.
You sell from a product feed: Shopping or Performance Max.
You want awareness: Video or Demand Gen.

The walkthrough

What are the main Google Ads campaign types?

Google Ads lists Performance Max, Search, Display, Video, App and Shopping as its main campaign types ^[1], alongside Demand Gen ^[2] and Smart campaigns for small businesses ^[3].

What is a Search campaign?

Search campaigns are text ads on search results that reach people while they're searching on Google for the products and services you offer ^[1]. They suit sales, leads and website traffic ^[1].

What is Performance Max?

Performance Max is a goal-based campaign type that gives access to all Google Ads inventory, including YouTube, Display, Search, Discover, Gmail and Maps, from a single campaign ^[4].

What is a Shopping campaign?

Shopping campaigns are product listings for retailers selling their inventory ^[1]. Shopping ads show a product photo, title, price, store name and more ^[5].

What is Demand Gen?

Demand Gen campaigns capture engagement and action across YouTube, including Shorts, Discover, Gmail, Maps and the Google Display Network ^[2]. Google upgraded Video action campaigns to Demand Gen, finishing by April 2026 ^[6], and Display campaigns are moving into Demand Gen, with migration starting in June 2026 ^[7].

What are Video, App and Smart campaigns?

Video campaigns show video ads on YouTube and other websites ^[1]. App campaigns help you find new app users and increase in-app sales ^[1]. Smart campaigns are Google's easy option for small businesses, showing on Search, Maps, YouTube and partner websites ^[3].

Sources

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