Ad Types

This page provides an overview of the various ad types and features available in the API. For an overview of different ad types and formats, see choose an ad format in the Google Ads Help Center.

Where do you want your ads to appear?

Google ads typically appear on two networks:

  • The Search network, which includes Google search result pages, other Google sites like Maps and Shopping, and partnering search sites.
  • The Display network, which includes Google sites like YouTube, Blogger, and Gmail, plus thousands of partnering websites across the internet.

Assume you want to advertise on both networks. However, you don't want to separately manage a Search campaign and a Display campaign, so you create a Search Network with Display Select campaign with a single ad group.

Certain ad types, specifically App engagement, Gmail and Video ads do not appear on either the Search network or the Display network. They are specific to their corresponding media: apps, Gmail or YouTube.

Mutating ads

You can mutate your ads without losing their performance data using the AdService. Not all ad types are mutable as summarized in the table, below. If an ad type is not mutable, it must be removed and recreated to make changes. Performance data for the removed ad will continue to be available, but will no longer be updated.

Sharing ads in multiple ad groups

Ads of certain types may be referenced from multiple ad groups. This is called ad sharing.

In the same way that you can share keyword sets, an ad can be shared between ad groups by reusing the same ad ID in another ad group ad.

Description of each Ad Type

Ad Type Search Display Mutable Shareable Description
AppAd App Ads promote an app across all Google properties from a single campaign. More at advanced campaigns and the Help Center.
AppEngagementAd App engagement ads allow you to write text encouraging a specific action in the app, like checking in, making a purchase, or booking a flight. Learn more.
CallOnlyAd Call-only ads are designed to encourage people to call your business, and can appear only on devices that make phone calls. When a potential customer clicks your ad, the ad places a call to you from their device. Learn more.
DisplayUploadAd A generic type of display ad. Supported product types.
ExpandedDynamicSearchAd Expanded dynamic search ads contain only two description lines because the headline, final URLs, and display URL are auto-generated at serving time according to domain name specific information. See Dynamic Search Ads and the Help Center.
ExpandedTextAd This is the current standard for Google text ads, including multiple headline parts and descriptions. Learn more.
GmailAd Gmail ads are shown at the top of inbox tabs. Learn more.
HotelAd See Hotel Ads and the Help Center.
ImageAd 1 As opposed to a text ad, an image ad is a graphic promoting a business. Learn more.
LegacyAppInstallAd N/A N/A A legacy app install ad that only can be used by a few select customers.
LegacyResponsiveDisplayAd Known as 'responsive ads' in the user interface, this legacy ad type is being replaced by ResponsiveDisplayAds.
ResponsiveDisplayAd See Create a Responsive Display Ad.
ResponsiveSearchAd Unlike static text ads, responsive search ads permit up to 15 different headlines and 4 different descriptions, which are then tested in combination to find the best permutation. Learn more.
ShoppingComparisonListingAd See Shopping Ads. Learn more.
ShoppingProductAd 2 See Shopping Ads.
ShoppingSmartAd See Shopping Ads.
TextAd A simple text only ad with a headline and two description lines. Note that this ad format is deprecated and replaced by ExpandedTextAds. Learn more.
VideoAd The Google Ads API permits only reporting of video ads. Video campaigns must be created using the UI or Google Ads scripts.
VideoResponsiveAd Responsive video ads are used in the upcoming video action campaign type. Learn more.

1 An ImageAd on the Search Network will appear only on websites of Google search partners, not on Google Search.

2 Gmail, YouTube and Google Discover only.

See the reference documentation ad types, specifically the enumeration of ad types and their associated set of resources.