Did you know that you can make $2 for every $1 spent via pay-per-click (PPC) campaigns? PPC ads are becoming increasingly common because they provide an excellent way for businesses to drive valuable leads.

PPC generates instant results and is often much faster at achieving results than SEO. Not only do such campaigns take the work off your plate, but they also are likely to yield a higher ROI.  In addition, PPC visitors have a 50% more chance of conversion than organic traffic.

Due to their many benefits, pay-per-click campaigns help your business grow and make it much easier to measure and budget marketing performance. For pay-per-click advertising in 2022, a significant game changer is hiring an effective PPC agency to manage your PPC campaign for you or even provide PPC consultancy which can set you apart from competitors.

We don’t need to praise PPC much because the results can speak for themselves. We will move on to the type of PPC ads you can run for your business. This read will highlight the 9 PPC types you can use to reach more leads.

best PPC Tactics for Paid Search Success

The Types of PPC ads

PPC advertising will only be profitable if you use it well. Therefore, to create a proper PPC strategy, you first need to understand PPC types and what features they possess. You need to be aware of all the types available to make an optimal choice.

To select the right PPC type that will benefit your business the most, you must distinguish between them. Moreover, before running a PPC campaign, it is always advised to understand your business goals and then match up your requirements with the types of PPCs mentioned below.

We have broken down each type in detail and explained them below for your ease.

Here are the 9 types of pay-per-click advertising:

1. Search Ads

Search Ads are also known as paid search advertising and are the most common type of PPC campaign. They are essential and usually the first ad type most advertisers use when experimenting. Marketers select specific keywords relevant to their ad and then tell this to Google Ad or Bing Ads. When a users search for those keywords, your ad pops up.

Search Ads use an auction system in deciding which order the paid ads should appear. The auction considers how much you are bidding on the keyword and other quality factors. These ads usually appear above or below search results and contain no visual. If you want to identify a PPC search ad, look at the top left of the advertisement for an ‘Ad’ Tag.

Common Platforms for Search Ad Creation:

Google Ads


Most PPC ads are run on Google Ads. Many businesses find Google’s search engine the best for Paid Search Advertising as it is the biggest and most popular platform. Another option for Search PPC is Microsoft Advertising which lets you advertise on the Bing search engine.

Even though the Bing search engine has less traffic compared to Google, it features lower click prices. As a result, most businesses use it to supplement Google Ads traffic. As of March 2022, Google had a market share of 91.98%, while Bing had only had 2.55%.

Setting up a Search Ad

To set up an effective search ad, follow these steps:

  1. Selecting relevant keywords. Use Long-tail keywords as they are the best type for PPC ads. Long-tail keywords contain 3 or more words and are better for paid search advertising because they generate more interesting leads for your business. Moreover, they help keep your cost per click (CPC) low.
  2. Enter an auction to bid. Once you have selected your keywords, it’s time for you to set a maximum auction bid for your ad’s placement. This will be the max amount you want to spend each time a user clicks on your ad. This bid amount and your quality score ( how Google rates your ad) determine your placement.
  3. Look at metrics. Knowing various formulas like bid optimizations and budget forecasting is essential to running a profitable search ad. PPC managers use these to carry out ads economically and effectively.

Moreover, metrics such as clickthrough rate and ad relevancy can help you gauge your ad’s performance to a user’s search query. Ensure you get a high-quality score to gain a better position for your selected keyword.

Why Use Search Ads?

The search Ad format is the most common and affordable among the 9 types of PPC campaigns. It is also easy to run, so many new businesses use it to attract leads for their business.

Lastly, as it majorly runs on Google, you can use it to complement your SEO strategy. Both SEO and PPC combined can help your brand become recognizable to the users. This can drive positive results for your business and increase your ranking!

search ads PPC graphic

2. Display ads

Display advertising is a form of paid advertising which include images and helps build brand awareness. These ads are also known as banner ads and advertise your product/service to users browsing online. Display ads appear on different websites chosen to target a specific audience. These ads are then linked to your website.

They differ from PPC search advertising because they are not displayed to front users searching for targeted keywords. But are shown to those users who might have indicated that they are interested in your product/service. Therefore, compared to search ads, they have a lower click-through and conversion rate. However, Display advertising offers much lower click prices than Search Ads.

Furthermore, unlike search Ads which pull, display ads are “push ads”. In Search ads, the user is already searching for the product or service, but for display ads, you have to push the message in front of the user proactively. That is why display ads are more effective for promoting innovative products and creating initial interest. Banner ads are one of the most popular example of display ads:

display ads ppc graphic

Banner ads example via instapage

Common Platforms for Display Ad Creation:

Google Ads



Display advertising is mainly carried out using the Google Display Network (GDN). Other platforms like Adroll and Criteo are not used that much because GDN is the easiest to use and has far more reach.

As Google has over 2 million sites on its network, you can reach 90% of your target audience via it. So, if you have a relatively new product that you need to build awareness of, display ads are the best option. Learn how to create them below:

Setting up a Display Ad

The steps for creating display ads are very similar to the procedure followed for Search ads. From setting bid amounts to assessing metrics, everything is the same. However, the most significant difference is that you need Google to approve your ad copy. As it contains images, your ad should follow Google’s ad image requirement. If it fails to do so, it will get denied.

After gaining approval, the next step is to select industry-related sites where you want your ad to be displayed. Again, it is crucial to choose the right places to ensure that your marketing efforts reach the target audience.

Why Use Display Ads?

There are several benefits of using display advertising:

First and foremost, like search ads, Display ads also have a high reach. They can be tailored to target individuals based on their interests, gender, age, and behavior. This allows better marketing and reduces the cost per click or impression. Moreover, display ads are measurable, making them easy to manage and budget.

As they are not all-text ads, Display ads are more engaging and give you the option to get creative with eye-catching imagery and rich media. To build your identity, you can add logos,vidoes, graphics, and whatnot. This helps a lot in brand awareness campaigns.  The image insertion is an added bonus, especially for luxury businesses such as cruise providers and high-end car sellers, who can showcase visuals to attract users.

On the whole, Display ads are beneficial because they enable you to target only those users who are really interested in your business. If you set up the target market correctly, it can enhance conversion and revenue generation.

ppc display ad graphic

3. Remarketing Ads

A remarketing ad is a PPC shown only to users who have previously visited your site. It is also known as retargeting and uses cookies on a person’s browser to show them ads based on their web history.  For example, if a person has searched for holidays in the past, they will be displayed ads for a travel agency.

In remarketing, as the user already has some form of interest in your product or service, it is easier to target them. Therefore these campaigns are usually very profitable. It is mainly used to bring clients who were already close to converting. Retargeting brings back users into the sales funnel. It can also be used to upsell more products/services to your existing customer base.

Here is a list of audiences that can be targetted using this type of PPC:

  1. Users who have previously purchased from you
  2. Those who have signed up for the newsletter
  3. Users who have abandoned their carts
  4. People who spend longer than a pre-defined number of seconds

Retargeting usually isn’t done alone. It is a part of a more extensive marketing effort and is amalgamated with other types of PPC campaigns such as:

  • Display advertising campaigns
  • Search advertising campaigns
  • Social media advertising campaigns
  • Email marketing

ppc display ad process graphic

Common Platforms for Remarketing Ad Creation:

Google Ads



Like most PPC campaigns, Remarketing Ads are usually run using Google Ads. They show image ads to users browsing online on the Google Display Network. Criteo and Adroll are also popular platforms for remarketing, but as Google Ads is the best and most wide advertising platform, most marketers prefer it. Remarketing agencies also use social media such as Facebook, Twitter, Instagram, and LinkedIn for remarketing content.

Setting up a Remarketing Ad

Remarketing campaigns require Google’s remarketing code, better known as a tracking pixel. If you are already running Google ads, you can quickly run remarketing campaign by adding this pixel. The tracking pixel is placed on your website to get a better understanding of what the users view on your pages.

This helps you find out which of your product or service your audience visits the most. The information gained is categorized into appropriate lists. You can set up different lists for different campaigns and target a specific audience based on their actions.

For example, there can be a separate list for users who visit Product Page A and another one for those who visit Product Page B. Then you can place leads based on their past actions on the appropriate list, and that user will start seeing that specific product’s display ads.

Within remarketing Ads, there are two types of campaigns that can be created.

  1. Standard Remarketing campaign: in this campaign, users see generic display ads.
  2. Dynamic Remarketing campaign: in this campaign, users see images of the products that they previously viewed.

Why Use Remarketing Ads?

Remarketing Advertisements are among the best types of PPC campaigns to reengage your audience. So many users come to your site, but they fail to convert. This is where remarketing can help you. If your website visitors are not making immediate purchases and abandoning their cart even after spending time browsing, then remarketing can bring them back to make the final purchase.

So remarketing is a perfect solution for lost leads. It presents you with the opportunity to make your prospective customer rethink their decision. They might end up turning into paying users! Lastly, remarketing ads are cheap, and don’t require a budget. They can easily complement your other PPC campaigns and enhance their results.

Therefore Remarketing ads should be an essential part of your marketing plan. They will help you connect with users who are already interested and easier to convert. So if you don’t want to lose sales for your business, invest in remarketing now and capture the leads that were once lost.

4. Video Ads / Instream ads

As Videos are becoming a vital part of digital marketing, the use of Video Ads is also increasing. Nowadays, more than 85% of organisations use video as a part of their marketing campaign. Moreover, 92% of businesses find them very useful. Thus Video ads are an integral part of a PPC campaign.

video advertisement graphic


They usually appear in front of users when streaming videos on YouTube. You must have encountered them, too, when watching content on YouTube, either in the form of small sidebar ads or a full-screen non-skippable ad. There is a small tag saying  ‘sponsored’ on top as well.

Common Platforms for Video Ad Creation:

Google ads

If you are considering video ads, then Google Ads is a perfect platform as it allows you to show paid videos on the biggest streaming platform: ‘YOUTUBE.’  It boasts 2 billion active users and is an excellent place to advertise your product or service. As many marketers are already on Google Ads for other PPC campaigns, they prefer running their youtube campaign on Google as well.

Setting up a Video Ad

Here is how you can start your video campaign:

  1. First, go to your Google Ad account and select the type of video campaign.
  2. After selecting it, give a name to your campaign.
  3. Then determine your bid strategy and set up a budget amount.
  4. You also have to choose dates for your campaign.
  5. After setting up all the above information, go to the “Networks” section and select where you want your video advertisement to appear.
  6. You can choose from the following networks:
  • YouTube Videos
  • YouTube Search result
  • Other video partners on Display Network

7. After selecting where you want your sponsored video to appear, choose your audience and placement.

8. As soon as all the information is submitted and processed, your instream ad will launch.

Why Use Video Ads?

The benefits of video advertising are that they are more exciting and get your ads in front of users that browse videos on Google, YouTube, or other channels. In addition, they are way better than organic video advertising as they target audiences who are not aware of your product and lead them to your business.

With video or instream ads, you do not have to put effort into building an audience first. Your sponsored ad reaches millions of viewers automatically. Especially if conducted on a platform like Youtube, where already 63% of Internet users are present daily, this PPC campaign can bring in a lot more traffic. In addition, it provides your business with an excellent opportunity to reach users who are already streaming content.

The video format is the type of PPC campaign that is gaining popularity these days. With more people watching youtube, the reach of this ad type is increasing. So take advantage of it now by creating a mind-blowing sponsored video.

5. Shopping Ads

A Shopping Ad is similar to a search ad. It also shows up on search engines. However, Shopping ads contain images of products being sold and their prices, title, and a short description. Moreover, Shopping campaigns are only for those e-commerce businesses which have products to market. It’s not for service-based organisations.

A Shopping campaign is one of its kind as it provides window shopping to viewers online. Your potential customers are presented with a concise snapshot of your offering, and this can really engage them. Therefore Shopping Ads are one of the most profitable PPC advertising types.

Moreover, as the customers only click on ads if they are pretty sure they will buy the product, the cost of shopping campaigns is comparatively less than other forms of PPC, and the conversion rate is often higher.

rench coat google search advertisement graphic


Common Platforms for Shopping Ad Creation:

Google Ads

Microsoft Advertising.

Businesses usually use Google Shopping campaigns even though there is one offered by Microsoft as well. We have already mentioned the reason for this above while discussing Search Ads. As many organisations already have a Google feed set up, they can easily set up Google Shopping ads and benefit from traffic available on surfaces all across Google.

They can get traffic from:

  • Google Images
  • Google Shopping tab
  • Google Lens, etc

Keep reading to learn how to set up and benefit from Google Shopping traffic.

Setting up a Shopping Ad

To set up a Google shopping ad, follow these steps:

  1. Start a new campaign in your Google Ads account and choose ‘shopping’ as its type.
  2. After selecting the type, you will be asked to provide important information like:
  • Campaign name
  • Country of sale
  • Inventory filter
  • Bid amount
  • Daily budget
  • Devices (laptop, computer, ipad, mobile)
  • Location

3. To attract users you can also insert additional information such as price drop percentage, special offers such as free shipping, product star rating, etc, .

4. After submitting all the information, your ad will go under review and then will be up and running.

Why Use Shopping Ads?

Shopping ads are really beneficial for product-based businesses as they generate genuine leads from all across Google. This type of paid advertising has a very high conversion rate as it presents your idea in a carousel format, making it very appealing. As these ads are placed above the main Google search results, they give you an edge over competitors.

Through these ads, you can provide a sneak peek / window-shopping” feel of your product to your targeted audience along with other compelling information so that they are forced to click. In addition, these ads allow you to provide immediate info to your potential customer like price and rating, which can lead to instantaneous conversions.

Therefore this advertising format is one of the most influential and fast at producing results when it comes to PPC campaigns. It mainly results in paid customers as only those people who click on it are the right fit.

But shopping ads aren’t the only type of ad to help eCommerce companies. This is where paid social media ads come in.

6. Paid Social Media ads

Paid social media advertising shows your ad to users who are browsing on social media platforms. Many social media offer PPC advertising services. We have listed down the more common ones:

Facebook, Instagram, Twitter, LinkedIn, Snapchat, Quora, and TikTok.

Advertisers usually run ads on Facebook and Instagram together as they are connected now. You can run Instagram PPC through META as it owns it now. Even though social media campaigns themselves are not enough, they can act as an additional placement in your marketing efforts.

More people are joining social platforms and community groups, so paying for sponsored content there can significantly help you build your advertising campaign.

Moreover, social media ads themselves can be further subdivided into several types of PPC. You can either choose a remarketing campaign or go for a prospecting campaign that targets new potential customers. Lastly, paid social campaigns have a lot of variety as you can run ad types with varying sizes and formats. You are offered a choice of both video ads and image ads.

Common Platforms for Social Ad Creation:







Most advertisers go for Facebook as they can also advertise on Insta. However, the choice of platform depends on where your target audience is. Many product-based businesses find Pinterest beneficial too. Go for that platform where your reach and following are the highest or where you can see your business excelling in the near future. Look where your competitors are targeting to get an idea or conduct market research to find out which platform your audience visits frequently.

For more on social media ads, read below:

Setting up a Social Ad

Social media ads are rising in popularity as social platforms are trending these days. From youngster to old, everyone seems to have a social media account., so why not benefit from it by advertising there.

Here is the way to do it:

  1. Select the platform you wish to target your audience on. We have already mentioned them above
  2. After selecting the platform, start creating your ad using the tools provided by the media companies
  3. There is a variety of formats to choose from. Pick one that matches your campaign goals and business needs
  4. There are options for advanced targeting too. If you want to target leads more precisely, use them
  5. You could target people based on:
  • Location
  • Demographics
  • Interests
  • Behaviors
  • Education

6. Set your budget and time duration to proceed

7. Your ad will be running in a few hours if it adheres to platform guidelines

Why Use SocialAds?

Social media platforms provide much more comprehensive targeting. Advertisers love sites like  Facebook due to its detailed audience selection based on demographics and interests. This specific targeting allows your business to reach users that are genuinely interested in your product or service.

Moreover, these platforms have a considerable consumer base. Facebook alone has 2.9 billion Monthly Active Users. Just imagine how a good campaign here can help you grow your business. The majority of the social channels are active and provide instant results.

With Social media Ads, you can generate more qualified leads. For example, if you run a campaign on Instagram for a baby product and select new mothers as the target audience, it will have a higher conversion rate. This makes social media marketing much more successful than other PPC campaigns.

Therefore Social media ads remain the most engaging PPC ad. Advertising through it can help you reach higher click-through rates. Lastly, they are not expensive. If budgeted correctly, social campaigns can reduce overall marketing costs while taking brand awareness to the next level.

PPc social media ad example


7. Gmail Sponsored Ads

Gmail ads like its name allow you to advertise on the email platform, Gmail. The best part is these ads can be created within Google Ads. This makes it really easy for advertisers who are already running Search, Display, or Shopping ads to easily branch out into Gmail advertising.

With Gmail advertisement, users get to see your marketing in the form of regular email but

with the “ad” tag and a bolded subject line. Once the receiver clicks on the email they receive, it expands into a Gmail-friendly version of your ad. Then, it’s up to their discretion to click through and reach your site.

gmail sponsored ad example


Gmail ads are an excellent way to reach more people as almost the majority of people use Gmail, but they also have the potential to increase brand awareness. In addition, you get the opportunity to reach the extra top-of-the-funnel traffic.

There are 3 specific metrics that need to be added to your Google Ads campaign to get insights into how well your Gmail campaign is performing:

  • Gmail saves is a metric that shows the number of people who saved your ad for later.
  • Gmail forwards lets the receiver forward your email to someone who they know may be interested in it. You can see how often your ad is forwarded in the Gmail forwards column.
  • Gmail clicks to the website show you when the user actually engages and goes to your website. Even though you are charged when the receiver opens the email, the real work is done when the user clicks on the expanded version. This is shown in the website column

Common Platforms for Gmail Ad Creation:

Google Ads

Like all PPC campaigns, Gmail advertising can also be done quickly via Google Ads. As Gmail is an extension of Google Apps, it is powered through it. Thus the G in its name. The advantage of this is that you can run many other marketing campaigns alongside it and quickly compare results.

Setting up a Gmail Ad

To set up Gmail sponsored promotions, follow these steps:

  1. Go to Google Ad’s experience t
  2. Set up a new campaign and select the Display Ad
  3.  option
  4. Choose Gmail campaign
  5. After selecting the PPC type, you are required to fill the following:
  • Goals
  • Campaign Type
  • Targeting

6. Then target users based on their interests, such as:

  • Affinity audiences
  • In-market
  • Demographic
  • Customer match

7. Set budget and duration, and you are good to go.


Why Use Gmail Ads?

Gmail Ads help you reach valuable leads in more places than one. These sponsored promotions have a broad database and help you get right into your user’s inbox reach. These advertisements appear right at the top of a mailbox and are easily viewed by the user.

Another benefit of a Gmail campaign is that it is affiliated with Google. So you get all the benefits associated with this vast platform. From metrics comparison to merging it with other PPC campaigns going on google ads, Gmail ads have a lot to offer.

Lastly, Google only charges you if the email is opened. Google charges are also very reasonable and only occur once. If the user reopens the email, it has no cost. Forwarding of the mail is also free.

So If you want to invest in an advertising campaign that aligns with other PPC ads, the Gmail-sponsored promotions are the best. They are a unique form of paid advertising, which adds diversity to your marketing plan.

8. Local service ads

This type of ad is the most exclusive type of paid advertising as it is open for only a few markets, such as:

  • Plumbers
  • Locksmiths
  • HVAC companies
  • Electricians
  • Garage door companies

example of local service ads on google

You can run local service ads only If your business falls under the aforementioned categories. These ads are different from traditional Google ads as they primarily appear in specific local queries. The queries tended to possess a zip code, city name, or neighborhood. These ads help locals find companies that serve in their locality.

Setting up a local service ad

You have to follow 3 steps to set up a local service ad.

  1. Sign up as a service provider: mention where you are located and what services you offer.
  2. Set the budget: decide how much you want to pay for new customers.
  3. Start your ads on Google: you can pause the ad if you are fully booked.

Why Use Local Service Ads?

Local service ads have the advantage of generating local leads. As it is for service-based organisations confined by geographical boundaries, it helps local businesses thrive.

You can showcase your business’s name, service fee,  star ratings, and contact number in local ads, making it easier for people to contact you. These ads are great for driving local customers to hire you and are a form of PPC advertising that generate valuable local leads. Check out our other blog on how to leverage your local business.

9. Amazon Advertising

Amazon is the place to be if you want your business to grow. With 206 million people visiting it a day, Ads on amazon can generate a lot of volume. If you are a part of Amazon, you shouldn’t overlook its advertising. Since 2016, shoppers weigh amazon more for buying than Google, so Amazon Advertising has become a real deal.

If you are selling on Amazon, your products can get drowned amongst the 12 million other product listings. So amazon advertising is the only way to make your product appear on the top. Without it driving lead on amazon can be pretty challenging.

Therefore, paid Amazon Advertising pay-per-click model is a perfect solution to get your products in front of users when they browse through Amazon’s long list of offerings.

Common Platforms for Amazon Ad Creation:

Amazon Advertising

Setting up an Amazon Ad

Amazon’s advertising offers 3 types of campaign types on its platform:

  1. Sponsored Product Ads:  This ad pop-ups when one of your selected keywords has been searched for.
  2. Headline Search Ads: This ad appears on the top of the page when one of your selected keywords has been searched for.
  3. Product Display Ads: This ad shows pictures of your actual products like in the Google Shopping Campaigns mentioned above

Why Use Amazon Ads?

Amazon Advertising has produced outstanding results in the past and continues to do so. It delivers far more conversions than regular PPC campaigns. The rates currently offered are also pretty reasonable. So don’t miss out on this highly beneficial PPC ad type if you are an amazon affiliate.

Merging Different types of PPC Campaigns

As you can see, Paid advertising comes in numerous formats. We have only mentioned the top 9 leading PPC campaign types that most advertisers use. But there are many more. So it can be tough to choose between them.

Remember, there is no perfect choice. Instead, you have to experiment with different types and create an amalgamation of your own. There is no rule book in PPC campaigns, so feel free to be creative within your budget. Evaluate the strengths and weaknesses of each type before deciding to use them.

Keep your business purpose and model in mind as it can help with the selection process. Each caters to a different objective, whether it be display campaigns, search ads, or social media marketing.  If brand awareness is needed, display advertising is the answer. For conversions, search advertising work best. So decide on which goals suit your business the best. Sometimes two or more PPC types can be the solution, so use them together. Don’t limit yourself.

Wrapping up: A word of caution

When running many campaigns together, it is easy to get derailed. So keep your eyes on the metric. Moreover, as marketing platforms are continuously evolving, keep yourself updated. Don’t let your PPC campaign stagnant for long as it may become redundant. As the digital world is fast-paced, you must constantly change your advertising efforts.

If a PPC campaign produced results a year back, it doesn’t mean it will still be as productive so don’t just rely on one type of Ad. Instead, try to reach your target audience via different platforms to drive better results. Just keep a check and balance and ensure that all your PPC campaigns are on the same page and complement each other. If it helps and you have a substantial budget, go for professional advertisers. They can help you decide which type or type is best for you.

So, what are you waiting for? Begin creating different PPC ads today and take advantage of the vast advertising world to grow your business. We hope the above article helps you select the best kind of ad type and end up with an optimal marketing strategy. May your PPC campaign cost be as low as possible and your conversion rate sky high.

Happy advertising