How Many Types of PPC Campaigns Can You Run? Breakdown with Examples

In the ever-evolving landscape of digital marketing, Pay-Per-Click (PPC) advertising remains one of the most effective ways to drive targeted traffic, increase brand visibility, and generate leads. But as a business or marketer stepping into the PPC arena, one question often arises:

How many types of PPC campaigns can you run????

The answer: There are 7 core types of PPC campaigns that marketers can run, each tailored to different goals, platforms, and customer journeys.

In this guide, we’ll explore how many types of PPC campaign formats exist, how they work, when to use them, and real-world examples to help you plan a profitable strategy.

What is a PPC Campaign?

A PPC (Pay-Per-Click) campaign is a form of online advertising where advertisers pay a fee each time their ad is clicked. It’s a way of buying visits to your site rather than “earning” them organically.

PPC ads appear across multiple platforms, like Google, Bing, YouTube, Facebook, Instagram, and LinkedIn, and are powered by ad auction algorithms that consider relevance, bids, and ad quality.

Why Different Types of PPC Campaigns Matter

Not all audiences, industries, or marketing goals are the same. Some campaigns aim for quick product sales, while others promote long-term brand awareness.

That’s why knowing how many types of PPC ad campaign strategies exist, and how to apply them, is crucial to success.

Different types help you:

• Reach users at different stages of the funnel
• Optimize for different platforms and behaviors
• Allocate ad budget strategically
• Improve conversion rates with the right message at the right time

The 7 Main Types of PPC Campaigns

Let’s break down the seven most important types of PPC campaigns, with examples and use cases for each.

1. Search Ads (Text-Based Google Ads)

Search ads are the most common form of PPC. These are the text ads you see at the top or bottom of Google (and Bing) search results.

They target users actively searching for specific products or services, making them highly intent-driven.

Example:

A user searches for “best T-shirt manufacturer in Pakistan” and sees a paid ad linking to a supplier’s landing page.

When to Use:

• When you want to capture high-intent users
• When keyword-driven conversions are a priority
• For lead generation, local services, or eCommerce

Platforms:

1. Google Ads
2. Microsoft Ads

2. Display Ads (Image + Banner Advertising)

Display ads are visual and appear across the Google Display Network (GDN) or other third-party platforms.

These ads include banners, images, or interactive elements and are shown on websites, apps, and YouTube.

Example:

You visit a travel blog and see a banner ad for discounted Emirates flights to Dubai.

When to Use:

• For top-of-funnel awareness
• To promote branding or retarget users
• For product discovery and offers

Platforms:

1. Google Display Network
2. AdRoll
3. Programmatic platforms (like The Trade Desk)

3. Shopping Ads (Product Listing Ads – PLAs)

Shopping ads are perfect for eCommerce businesses. These ads display product images, prices, brand names, and ratings directly in the search results.

They link to product landing pages and offer a visual-first experience.

Example:

A user searches for “Samsung Galaxy A55” and sees a carousel of products with images, prices, and links from different sellers.

When to Use:

• To promote online products visually
• For retailers with large inventories
• When product price comparison is key

Platforms:

1. Google Shopping
2. Microsoft Shopping Ads

4. Video Ads (YouTube Ads)

Video ads appear before, during, or after YouTube content, and can also show in Google Display placements.

They are powerful for storytelling, demos, and brand engagement.

Example:

Before watching a video on “How to Start Dropshipping,” a user sees a 15-second ad from Shopify offering a free trial.

When to Use:

• To boost brand awareness or product education
• For storytelling or video campaigns
• To drive engagement from specific audience segments

Platforms:

1. YouTube via Google Ads
2. Facebook Video Ads
3. TikTok and Instagram Reels

5. Social Media Ads

Social PPC ads run on social platforms like Facebook, Instagram, LinkedIn, Twitter (X), Pinterest, and TikTok. These can be image, carousel, video, or story-based ads.

They rely on demographic, behavioral, and interest-based targeting.

Example:

On Instagram, you see a carousel ad from a skincare brand you’ve been browsing on Google.

When to Use:

• For niche audience targeting
• To grow followers, engagement, or sales
• For visual-first products and viral potential

Platforms:

1. Meta Ads (Facebook + Instagram)
2. LinkedIn Ads (great for B2B)
3. TikTok Ads
4. Pinterest Ads
5. Twitter Ads

6. Remarketing / Retargeting Ads

Remarketing ads show your ads to people who’ve previously interacted with your website, app, or content.

They are powerful for re-engaging warm leads who didn’t convert the first time.

Example:

You visit a website selling custom notebooks. Two days later, you see their ad offering a 10% discount on the same product on Facebook.

When to Use:

• To recover cart abandoners
• For lead nurturing and sales acceleration
• For reminding users about products/services

Platforms:

1. Google Ads (via Display + Search)
2. Meta Ads
3. LinkedIn Remarketing
4. Programmatic tools

7. Local Service Ads (LSAs)

These are pay-per-lead ads designed for local businesses like plumbers, electricians, lawyers, and real estate agents.

LSAs appear above regular search ads and highlight trusted providers with reviews and contact options.

Example:

A user searches for “best dentist near me”, and sees verified listings with “Google Guaranteed” badges.

When to Use:

• If you’re a service-based business with a local audience
• For lead generation with budget control
• To establish trust via reviews and verification

Platforms:

1. Google Local Services
2. Yelp Ads
3. Nextdoor Ads

Final Thoughts

So, how many types of PPC campaign options are available and how many types you can run?

There are at least seven primary PPC campaign types we can run, along with various platform-specific variations and advanced formats like Performance Max. Each type supports different stages of your marketing funnel. You can run any or all of them, depending on what best suits your business goals.

To succeed in PPC:

• Align your goals with the campaign type
• Monitor and optimize based on performance data
• Don’t rely on just one, layer campaigns for better ROI

Whether you’re launching a new eCommerce product, generating leads for your SaaS business, or promoting local services, there’s a PPC campaign tailored for you.

Not sure where to start? Get in touch with Contechtive, our experts can help you plan and run the right PPC campaigns for your brand.