Google Ads overview

Google Ads isn't one product, it's a collection of properties under one billing system: Search, Shopping, Display, Video (YouTube), Discovery, and Performance Max. Each has different intent and different best-fit products.

The properties

• Search: text ads on search results. Highest intent. The most valuable.
• Shopping: product ads with image + price. For e-commerce.
• Display: banner ads on 2M+ websites. Low intent, cheap CPMs.
• Video: YouTube ads. Covered in YouTube section.
• Discovery: image ads in Gmail, YouTube feed, Discover.
• Performance Max: AI-run campaign using all inventory. Growing dominant.

Where most money should go

For most B2B and service businesses: Search first. High intent, clear conversion path. For e-commerce: Shopping + Performance Max. For brand-building: Display and YouTube complement Search.

Account structure basics

• Account → Campaign → Ad Group → Ad + Keywords
• One campaign per major objective or product line
• Ad groups group tightly-related keywords
• 3-5 ads per ad group for variation

Where to start

1. Set up conversion tracking (GA4 + Google Ads conversions)
2. One Search campaign targeting your highest-intent keywords
3. $50-100/day for 2-3 weeks
4. Measure. Iterate.