Google Search Campaigns Explained for New Advertisers

September 9, 2025

A Google Ads marketing company can help businesses leverage tools like Google Search Campaigns to achieve their advertising goals. Search Campaigns are text-based ads that appear on Google search results pages, targeting users who are actively searching for the products or services your business offers. By showing relevant ads at the moment of intent, businesses can reach more potential customers and drive high-quality traffic to their websites.


This blog will explain:

What Is a Google Search Campaign and Why Should You Use It?

 A Google Ads Search Campaign is a type of online advertising that allows your business to appear right when potential customers are actively searching for your products or services on Google. These are text-based ads that show up in search results, making them highly targeted and intent-driven.


By running a Search Campaign, you can drive more qualified traffic to your website, increase leads, and boost sales. Whether your goal is to grow brand visibility, capture warm leads, or convert ready-to-buy customers, Search Campaigns help you connect with people at the exact moment they’re looking for what you offer.


A poster that says how to search on it

How Google Search Campaigns Target Interested Customers

Keyword targeting in Google Search Campaigns is designed to align your ads with the intent behind a user’s search. Rather than simply matching words, these campaigns focus on understanding what the user is looking to accomplish—whether that’s solving a problem, making a purchase, or finding a service. By selecting keywords that reflect that intent, advertisers can ensure their ads appear in front of people who are most likely to engage.


Google Search Campaigns operate on a pay-per-click (PPC) model, meaning advertisers only pay when someone clicks on their ad. This makes it critical to choose keywords that not only match what users type into Google but also match why they’re searching in the first place.


For example, if someone searches for “affordable roof repair in Kansas City,” that query shows clear commercial intent—they’re looking for a local, budget-friendly roofing service. A well-targeted Search Campaign would recognize this and display an ad for a roofing company serving Kansas City, increasing the likelihood of a relevant click, a lead, and ultimately, a conversion.


By focusing on intent-driven keywords, businesses can improve ad relevance, drive higher click-through rates, and achieve better ROI.

 Types of Campaigns in Google Ads

Google Ads offers five primary campaign types, each designed to help businesses reach users in different ways based on their marketing goals:


1. Search Campaigns


Best for: Lead generation, direct sales, and capturing high-intent traffic

Search Campaigns display text ads on Google search results pages when users search for relevant keywords. These campaigns are intent-driven, making them ideal for connecting with people who are actively seeking your products or services. They’re simple to set up, budget-friendly, and highly effective for businesses aiming to generate leads or drive online conversions.


2. Display Campaigns


Best for: Brand awareness, remarketing, and expanding reach

Display Campaigns show visual banner ads across millions of websites, apps, and Google-owned properties like Gmail and YouTube. These ads help build awareness or re-engage people who have previously visited your site or app. They’re excellent for reaching a broad audience and keeping your brand top of mind.


3. Video Campaigns


Best for: Brand visibility, engagement, and storytelling

Video Campaigns allow advertisers to run video ads on YouTube and across the Google Display Network. Depending on the format (skippable, non-skippable, bumper, etc.), they can be used to build awareness, drive website traffic, or support specific calls-to-action.


4. Shopping Campaigns


Best for: E-commerce businesses selling physical products

Shopping Campaigns display product listings (with images, price, and store info) on Google Search and the Shopping tab. These ads pull data directly from your Merchant Center feed and are ideal for showcasing inventory to shoppers searching for what you sell—especially for local or online retail sales.


5. App Campaigns


Best for: App installs and in-app engagement

App Campaigns promote your app across Google Search, Google Play, YouTube, Discover, and the Display Network. Instead of designing individual ads, Google automatically creates ads using your app’s listing and assets. These campaigns are optimized to drive installs and user actions within the app.


Each campaign type serves a unique purpose. For example, while Search Campaigns are highly effective for capturing demand from users with clear purchase intent, Display and Video Campaigns are more suited for generating awareness or nurturing interest. Choosing the right type depends on your business goals, audience behavior, and where they are in the buyer’s journey.


Working with a Google Ads Marketing Agency

If you need help setting up an ad, a Google Ads marketing agency can assist you. With your first campaign, Google provides an expert to guide you. The expert will:


  • Get you up to speed on platform updates
  • Design a media plan that matches your budget
  • Help launch your campaign with hands-on guidance


Other services offered are keyword research, ad copywriting, and bid management. Once you start your research, the first question you should answer is: “What is the best Google Ads marketing agency?” The marketing agency should meet the needs of your business.


Tips for Choosing an Agency:

  1. Has a Proven Track Record and Certifications
  2. Transparent Reporting and Data Ownership
  3. Customized Strategy over Templates
  4. Mastery of the Full Google Ads Ecosystem
  5. Strategic Communication and Proactive Management
  6. Scalability and Budget Flexibility

 How Do You Determine Your Google Ads Campaign Type?

Ensure the ad goals, targeted audience, and budget align with the Google Ads campaign type. 


Example: 

A landscaping company wants to promote its mowing services.

  • With a Search Campaign, the company can target users who are actively searching for terms like “lawn mowing service near me.” When a user enters a relevant query in Google Search, the company’s text ad may appear at the top of the search results. This approach targets high-intent users and is ideal for driving immediate leads or bookings.
  • With a Display Campaign, the same company can reach a broader audience, even if they’re not currently searching for landscaping services. Display ads are visually engaging banners or image-based ads shown across websites, apps, and platforms in the Google Display Network—including sites like YouTube, Gmail, and news outlets. These ads often target people based on browsing behavior, interests, or prior visits to the company’s website (remarketing), increasing brand visibility and interest over time.


Also Read:

Ready to Launch Your Google Search Campaign?

Google Search Campaigns are a powerful way for new advertisers to connect with potential customers right when they’re searching for your products or services. If you’re ready to launch an ad but aren’t sure where to begin, partnering with a trusted Google Ads marketing agency can make all the difference.


Let Digital Marketing Inc. help you build, optimize, and scale your campaigns—so you can drive results, maximize your ad spend, and grow your online business with confidence.