The main types of PPC campaigns are Search, Display, Shopping, Video (YouTube), Demand Gen, App, and Performance Max, and each one is built for a different “where your ads show” and “how people buy” scenario.
If you run a local business in Orlando, Search is usually the fastest path to calls because it captures high-intent queries like “emergency dentist near me” or “pest control Orlando,” while Display, Video, and Demand Gen are better for staying visible before someone is ready to book. When we build campaigns in our PPC management service, we normally pick 1-3 campaign types that match your goal (calls, form fills, purchases, or awareness) instead of trying to run everything at once.
| Campaign type | Where it shows | Best for | Common success metric |
|---|---|---|---|
| Search | Google/Bing search results | Leads and sales from people actively searching | Cost per lead, calls, booked appointments |
| Display | Websites and apps (banner-style placements) | Awareness, remarketing, staying top-of-mind | Cost per lead (remarketing), view-through lift |
| Shopping | Product listings in search | Ecommerce and product catalogs | ROAS, cost per purchase |
| Video | YouTube (in-stream, in-feed, Shorts) | Demand creation, trust building, retargeting with video | Cost per view, conversions assisted by video |
| Demand Gen | YouTube, Discover, Gmail (and related surfaces) | Reaching people before they search, lead forms, ecommerce discovery | Cost per lead, engaged clicks, assisted conversions |
| App | Google properties and partners | App installs and in-app actions | Cost per install, in-app events |
| Performance Max | Runs across Google inventory (Search, Display, YouTube, Gmail, Maps, and more) | Scaling conversions when you have good tracking and creative assets | Cost per conversion, total conversion volume |
A quick way to choose: if someone can describe your service with a “near me” search and you want calls this week, start with Search. If you sell products online, Shopping (often paired with Performance Max) is usually the workhorse. If you need awareness in a crowded Orlando market (dentistry, med spas, law, home services), Video or Demand Gen can warm up audiences, then Search and remarketing close the loop.
Two notes that trip up a lot of businesses: First, “remarketing” is not always a standalone campaign type, it’s often a targeting layer used in Display, Video, Demand Gen, and Performance Max to bring back past visitors. Second, some local industries can also use Google Local Services Ads (a pay-per-lead model that shows above traditional ads in many markets), which can be a strong add-on when you qualify.
Your best next step is to match campaign type to intent. If you want a simple framework for that, our FAQ on search intent and the main types explains the mindset behind what people are trying to do when they click. And if your ads will land on a service page, tightening the page layout and speed often raises conversion rate, which is why we pair PPC with landing page-focused web design when the site is the bottleneck.
