Google Ads offers multiple campaign types. Choose by intent and funnel stage, not by which UI button looks newest.

Search campaigns

Text ads on Google Search for people actively looking. Best for leads and sales with clear keyword intent (services, bookings, B2B).

Display campaigns

Image/responsive ads across the Google Display Network. Strong for awareness and remarketing; weaker as cold “last click” sales unless creative and offers are sharp.

Shopping / Performance Max product feeds

Product image, price, and store name in results. Needs a clean product feed (title, price, availability). Essential for serious ecommerce catalogs.

Video (YouTube)

In-stream and Shorts-style placements for storytelling, demos, and remarketing. Measure views and downstream site actions.

Performance Max (overview)

Automated multi-inventory campaigns. Powerful with good assets and conversion data; risky if tracking is broken or creative is thin — review search themes and asset reports.

Case study A: Online electronics seller (Kathmandu)

  • Shopping for SKU-level queries (“Sony WH-1000XM5 Nepal price”)
  • Search for problem queries (“best noise cancelling headphones Nepal”)
  • Remarketing Display for cart viewers
  • Feed hygiene: NPR prices, stock sync, COD note on landing page

Case study B: NGO awareness (YouTube)

A short 20s video on “how to spot scholarship scams” with a donate/learn landing page. Goal = engaged views + site sessions, not immediate ROAS. Brand search lift checked via Search Console/brand query volume.

Nepal practice: Start with Search (and Shopping if you sell products). Add Video/Display once conversion tracking and landing pages are trustworthy.

Learn more: Google Ads services in Nepal.