9 types of Google Ads, explained

Whether you’re a major retailer ready to invest $50 million annually in advertising or a neighbourhood plumber aiming to grow, Google Ads is a powerful tool to achieve your objectives. However, if your strategy is ineffective, Google Ads can become costly. Over time, numerous clients have inquired about why their ads fail to generate revenue.

In reality, there’s no magic solution for achieving success with Google Ads. That’s why I believe the most effective approach is to observe what others are doing. I’ve compiled my recent favourite Google Ads, ones I’ve come across in real-world scenarios, and I’ll explain how you can adopt similar strategies to generate high-quality leads and boost conversions.

It’s quite impressive when an advertisement manages to bring a smile to your face. One of the recent Google ad examples that I particularly like involves HoneyBooks bidding on its competitor FreshBooks’ brand name. While this strategy can be a bit tricky, the clever and playful nature of this ad is effective. It openly acknowledges the company’s bid on competitors’ keywords, showcasing its brand personality and eliminating any potential discomfort.

Additionally, the company utilizes site links, an automated Google Ads extension that presents links beyond the main landing page, providing more information about the brand. This not only occupies more space in the search results, pushing down subsequent ads but also allows HoneyBook to convey more about its brand.

1. Steal competitor traffic (HoneyBook)

Google ads

Steal this strategy

I advise exercising caution when bidding on competitors’ names. Although no longer prohibited by Google, there’s a potential to provoke competitors or create skepticism among your audience. However, if approached transparently, as demonstrated by HoneyBook in this example, it can be effective.

To enhance site links, consider implementing the tips provided by Google. It’s essential to note that while you can optimize for site links, their appearance in your ads is ultimately determined by Google. (You’ll observe them in several of the Google search ad examples highlighted here.)

2. Steal back traffic looking for competitors (Semrush)

google ads

Bidding on keywords like “X alternative” efficiently engages users in the consideration phase of the marketing funnel, presenting the potential for remarkable ROI.

In this particular scenario, Semrush integrates “Alternatives for Semrush” into the heading, while the ad content predominantly showcases Semrush’s features. Upon navigating to the landing page, a comprehensive overview is presented, outlining the advantages of selecting Semrush over alternative options. Essentially, the underlying message communicates: “Recognizing there are alternatives, allows us to illustrate why we stand out.”

Steal this strategy

Placing bids on keywords like “X alternative” effectively targets users in the consideration phase of the marketing funnel, leading to potentially strong ROI.

In this instance, Semrush incorporates “Alternatives for Semrush” in the heading, yet the ad primarily highlights Semrush’s features. Upon clicking through to the landing page, it elaborates on the advantages of selecting Semrush over those alternatives. Essentially, the message conveyed is: “Certainly, there are alternatives, but let us explain why we stand out.”

3. Put your best foot forward (Wix)

Google Ads

Modesty has no place in Google Ads strategy. In this advertisement, Wix confidently positions itself as an industry leader, strategically targeting high-traffic keywords such as “best website builder.”

Steal this strategy

Establish your leadership position by incorporating terms like “best” or “industry-leading” in your ad copy. Optimize for site links to emphasize your most popular features or unique value proposition (UVP).

4. Include social proof (Botify)

google ads

Utilizing product reviews can significantly boost clicks and conversions, although the space in a Google ad is limited. In this example, Botify incorporates social proof succinctly, stating “Trusted by the largest brands.” This provides users with enough social proof to establish initial trust in the brand. The subheading then hones in on the benefits, keeping the ad short and sweet.

Steal this strategy

Utilizing product reviews can significantly boost clicks and conversions, although the space in a Google ad is limited. In this example, Botify incorporates social proof succinctly, stating “Trusted by the largest brands.” This provides users with enough social proof to establish initial trust in the brand. The subheading then hones in on the benefits, keeping the ad short and sweet.

5. Focus on search intent (Plumber Pros)

google ads

Consider the concept of search intent. For instance, when an individual searches for “plumbers near me,” it’s likely they’re facing a plumbing emergency. This is why the advertisement from Plumber Pros proves highly effective. Instead of merely enumerating services such as fixing leaks and clearing drains, the ad emphasizes their 24/7 availability and commitment to providing same-day service, addressing the immediate needs of searchers.

Steal this strategy

There are four primary categories of search intent: informational, navigational, commercial, and transactional. It’s crucial to determine which one your keyword is aimed at and ensure that your ad copy aligns with the specific search intent of users.

6. Offer a discount (Snapfish)

Google Ads

Everybody appreciates a good discount, and this Snapfish advertisement grabs attention with its appealing “Save X%” offer, which naturally attracts people. The ad not only presents a great deal but multiple enticing offers. This is an excellent platform to showcase any discounts tailored for first-time buyers. Additionally, pay attention to the targeted long-tail keyword: “where to print pictures.” This particular phrase indicates that the searcher is prepared to take action, enhancing the attractiveness of the discount.

Steal this strategy

Incorporate discount offers into Google Ads, particularly for highly intent-driven keywords. Leveraging discounts and deals significantly increases the likelihood of prompting users to finalize their purchase decisions.

7. Address pain points (WP Engine)

google ads

WP Engine is attuned to the concerns of its target audience, focusing on issues like speed and security right in the headline to proactively address these pain points. Recognizing the potential apprehensions associated with switching hosts, the ad not only provides a guide but also highlights a risk-free transition, catering to the audience’s specific needs.

Steal this strategy

Identify the primary challenges faced by your customers and articulate how your product or service addresses those issues.

Examine competitor reviews to pinpoint the main pain points experienced with other brands, and incorporate the solutions to these problems into your ad copy.

8. Promote free products or services (ClickUp)

Google Ads serve not only for driving conversions but also for generating top-tier leads. In this instance, ClickUp strategically targets the keyword “project management tools” to inform users about their free plan. The objective is to attract users, introducing them to the platform and subsequently upselling additional features available in their premium plans. The ad effectively emphasizes the offerings included in the free plan to entice users.

Steal this strategy

Highlight free versions or offer exclusive, gated content such as whitepapers in your promotional efforts.

Leverage Google Ads’ targeting features to display your ad to meticulously defined audiences that may eventually convert into paying customers for your product or service.

9. Make conversion easy (Morton's Steakhouse)

google ads

The advertisement by Morton’s Steakhouse is a commendable illustration of a brand comprehending search intent. Recognizing the commercial search intent, the focus is on simplifying the reservation process for users. Clicking on the ad seamlessly directs users to the reservation page, while also providing essential details such as location, phone number, menu, and operating hours—covering a range of user needs without overwhelming or compromising readability in the ad format.

Steal this strategy

If you understand that users searching for a specific keyword have a particular goal in mind, such as dining at a restaurant, streamline the process for them. Depending on your business, users may seek to sign up, view pricing, or make a reservation.

Incorporate direct links to pages with high demand, facilitating seamless navigation and action for users.


In conclusion, the diverse array of Google Ads types caters to a broad spectrum of marketing goals and audience interactions. Whether engaging users through compelling text ads, visually striking display ads, or immersive video ads, the flexibility and precision offered by Google Ads empower businesses to tailor their strategies to match specific objectives. Smartly leveraging search, display, video, and other ad formats, advertisers can effectively reach their target audience, drive conversions, and build brand awareness in an ever-evolving digital landscape. The key lies in understanding the nuances of each ad type and strategically integrating them into a comprehensive marketing approach that aligns with the brand’s unique objectives and the dynamic preferences of the audience. for more visit: https://amanyasoftech.com/

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