Google Ads ad formats are different from Google Ads campaign types. An ad format determines how a message appears to users—text, image, video, product card, or contact information—while campaign type determines the network and delivery settings. Advertisers need to align both with business outcomes, customer journey stage, owned assets, and measurement opportunities.
This article discusses commonly used ad formats in Google Ads and examples of how they can be applied to businesses. Explanations follow Google Ads documentation reviewed in October 2026; product names and format availability are subject to change. Images from the original article remain for illustration purposes, butsome show historical ad interfaces or types, so it should not be taken as an indication that all old features can still be made.
Differences in Ad Formats, Campaign Types, and Assets
Ad format is a form of advertising that users see. Campaign typedirect viewing locations and settings, for example Search, Performance Max, Demand Gen, Shopping, Video, and App.Assetare the ingredients that make up an advertisement, such as headlines, descriptions, product photos, logos, videos, or call assets.
In practice, a single asset can be utilized across multiple placements if it meets the appropriate specifications. However, advertisers cannot assume all formats are available across all campaign types. Learn moreunderstanding campaign marketing And Google Ads campaign objectivesbefore determining the format. Sales, leads, site visits, or brand awareness objectives require different priorities.
Why can’t the format be chosen solely from visual appearance?
Videos can help explain product usage, but text-based searches may be more appropriate when customers are already searching for emergency services. Conversely, product images and prices are useful for easy comparison during the shopping process. Choose based on the problem you’re trying to solve, your content creation capabilities, your active audience’s location, and the post-click conversion process.
1. Text Ads: Messages for Users Who Are Searching
Text ads display written messages such as headlines, descriptions, and final URLs. In search campaigns, users typically see ads related to their search terms. This makes text ads relevant to needs with clear intent, such as “office AC repair” or “accounting software for small businesses.”
Benefits and proper use
Quick text ads are tailored to your offer and keyword theme. The message should explain benefits, service coverage, pricing terms, and next steps. Google currently encourages the use ofresponsive search adswhich combines multiple headlines and descriptions, instead of relying on the old static text format.
To connect messages to needs, useGoogle Keyword Plannerand arrangead groups based on themesreasonable. Don’t use competitors’ names or superlative claims without checking their policies and veracity.
What needs to be evaluated?
CTR, search volume, query relevance, landing page quality, and post-click actions. High impression numbers alone are not proof of sales;CTR explanationprovides context on how to calculate the click-to-impression ratio.
2. Responsive Search Ads and Responsive Display Ads
Responsive ads combine assets to adjust the appearance.Responsive search ads (RSA)using headlines and text descriptions in Search campaigns.Responsive display adsUsing text, images, logos, and, where relevant, video to create variations in visual placement. Both are responsive, but their working methods, assets, and display locations differ.
Responsive Search Ads
Google Ads allows advertisers to create multiple headlines and descriptions. The system tests relevant combinations based on the query and context. This doesn’t mean every combination will perform or improve performance. Avoid creating headline variations that simply repeat similar words; each should convey a tangible benefit.
Example of a headline approach
A renovation service might test headlines about the type of work, service areas, and benefits of the consultation process. Don’t claim a fixed price estimate before inspecting the work. Ensure the ad leads to a page that provides the promised information.
Responsive Display Ads
Responsive display formats adjust the size and combination of assets for visual placement. Google’s specifications are subject to change; check the applicable sizes and number of headlines, images, logos, and videos before uploading. Provide visuals that remain legible in both horizontal and rectangular sections, without placing all important information on the edges of the image.
Asset selection and message testing need to be done with discipline. GuideA/B testing in SEMcan help formulate hypotheses, although platform creative tests do not always have identical experimental designs.
3. Image Ads for Visual Offers
Image ads prioritize visuals. They can be used to introduce product layouts, brand identities, or promotional messages that require visual examples. In the original article, the animated illustration above demonstrates historical format variations; current options depend on the campaign, channel, and Google Ads policies.
Image design that helps users
Choose images with clear subjects, adequate text contrast, and substantiated claims. Avoid long banners that will be difficult to read on mobile devices. Ensure your logo, pricing, and promotional information match the landing page; incorrect terms and conditions can cause visitors to lose trust.
The Relationship Between Display and Demand Gen in 2026
Google announced a phased migration of display ads to the Google Display Network in Demand Gen starting in June 2026 for eligible accounts. This doesn’t mean all display campaigns will disappear immediately. Advertisers should review their account options and migration specifications before moving assets. For campaign planning options, seeGoogle Ads campaign types guide.
4. App Ad Formats
App ads help businesses promote installs or in-app actions through formats and networks supported by App Campaigns. Content can utilize text, images, videos, or app information, depending on settings and policies. If your product only has a website, don’t choose app campaigns solely for their broad reach.
Who are app ads relevant to?
Businesses with ready-to-use apps have clear onboarding flows and can measure installs or key events. Download numbers aren’t always the right end goal: subscription apps need to track signups or purchases, while service apps might measure repeat usage of core features.
Measurement and quality of experience
Check that deep links, app listings, download pages, data permissions, and measurement events are working correctly. If there are a lot of installs but users are dropping off quickly, the problem could be with the app experience, offering, or audience.conversion measurementstill applies here.
5. Video Ads on YouTube and Other Visual Surfaces
Video is suitable for product demonstrations, feature explanations, authorized testimonials, and brand storytelling. Formats can include skippable, non-skippable, in-feed, Shorts, or other options depending on the objective and placement. Not all options apply to a single campaign, and duration requirements vary.
Select video content based on purpose
Awareness videos can introduce brand issues and identity. Videos in the consideration stage should demonstrate a testable benefit or how-to. Conversion ads require a clear CTA and post-click experience. Don’t create product stories that masquerade as real customer experiences without a legitimate source.
Pay attention to safe areas and readability
Vertical or horizontal content can be cropped differently for each placement. Place subtitles and important text in legible areas. Test sound quality, audio-free viewing, and message readability on small screens. During campaigns, also utilize cross-channel inventory, such asMaximum Performance, video asset quality is one part of a broader optimization system.
6. Shopping Ads for Retail Products
Shopping displays product information such as images, names, prices, and merchants. This format is useful when users want to compare products before visiting a store. Google uses product data submitted through Merchant Center or other eligible integrations. An incorrect product feed can reduce relevance or lead to item rejection.
Requirements that need to be prepared
Retailers need to ensure product pages, stock availability, pricing, shipping policies, and Merchant Center data are consistent. Include appropriate and non-misleading product images. Shopping campaigns can use specific formats, while Performance Max with feeds can serve multiple formats and a wider inventory.
How to measure Shopping results?
In addition to clicks and CTR, examine transactions, attributed sales value, media costs, and margins and returns. Advertisers who only look at ROAS without understanding profitability can make overly optimistic decisions. Read on.example of calculating conversion coststo see the importance of the definition of the denominator.
7. Call Advertising: Why Call Assets Are More Relevant Now
The original image shows an example of the formatcall-only adsever available.Important as of October 2026:Google has removed the option to create new call-only ads since February 2026. Existing call-only ads are scheduled to stop receiving impressions in February 2027. To generate new phone calls, Google recommendsresponsive search ads with call assetsSo, don’t follow the old steps that suggest creating a new call-only ad.
When are call assets useful?
For services that typically require face-to-face communication, such as home service or consultation bookings, ensure the phone number is verified, service hours are correct, and staff are available to respond to calls. Call assets help facilitate communication, but they don’t guarantee every click will lead to a quality conversation.
Avoid miscalculating call conversions
If a call is considered a conversion, determine the appropriate threshold and recording method. Clicking the call button doesn’t always mean a call is connected or results in a customer. Learn moreGoogle Ads conversion trackingto check how to calculate the actions correctly.
Summary of Format and Uses
| Format/group | Example of use | Attention |
|---|---|---|
| Responsive Search Ads | Active needs in Search | Headline/description and query relevance |
| Responsive visual/display | Introduction and considerations | Available image sizes and channels |
| Video | Demonstration or brand story | Duration, ratio and purpose |
| App | Installation and events in the application | App integration and measurement |
| Shopping | Products with retail feeds | Price, stock, Merchant Center |
| Call asset | Phone contact from Search | Valid number and team response |
To determine which group is more appropriate, start fromGoogle Ads campaign preparation stepsand adjust the allocation of costs usingdaily budget guide.
How to Choose an Effective Ad Format
Starting from the audience’s needs
People seeking urgent services may respond better to Search than to a lengthy video. People comparing products may benefit from photos and pricing, while potential users of complex products may need an explanatory video. Don’t use every format just because it’s available.
Calculate production and distribution budget
Professional video can be time-consuming and expensive to produce, while search requires keyword and message management. Consider the total cost to your business and your ability to make creative changes. Understand the principlesdigital advertisingbefore judging media solely on price per click.
Validate metrics and conduct experiments
Use targeted formats, test final URLs and conversion tracking, and compare results on a peer-to-peer basis. If creative experiments are conducted, record the period and settings changes. When reviewing campaigns with the team, useautomated bidding guideso that cost differences are not immediately misinterpreted as design advantages.
Google Ads Ad Format FAQ
Are all formats available for all campaigns?
No. Campaign type, objectives, policies, location, and asset availability affect the options. The formatting listed in older articles or screenshots may not always match current accounts.
Do responsive ads guarantee better performance?
No. Responsiveness means the system has a way of organizing content according to inventory, not guaranteeing ROI. Message-to-audience alignment and conversion data remain crucial.
Will call-only ads still be possible in October 2026?
No. According to official Google documentation, new call-only ads will be discontinued in February 2026. Advertisers will need to use call assets in responsive search ads. Existing call-only ads are scheduled to stop serving in February 2027.
Does Demand Gen replace all Display directly?
Not all at once. Google is offering a phased migration starting in June 2026 for eligible advertisers. Monitor announcements and actual options for your account.
Conclusion
Google Ads formats should be selected based on the desired action, how customers search for information, and the business’s ability to manage campaigns. Text ads, responsive formats, video, Shopping, App, and call assets all have different functions. In 2026, the call-only shift and the transition from Display to Demand Gen will make checking for the latest features even more crucial. Maintain proper measurement and evaluate business results, not just impressions.
Official Reference
- Google Ads Help — About ad formats available in different campaign types, official format classification.
- Google Ads Help — About responsive search ads, a combination of headline and description.
- Google Ads Help — Responsive display ads specs, asset requirements.
- Google Ads Help — Transition from call ads to call assets, call-only removal.
- Google Ads Help — Display ads campaigns move to Demand Gen, gradual migration.
- Google Ads Help — About Shopping ads, product specifications and placement.
