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The Short Answer: Intent vs. Awareness

Understand the core purpose of each campaign type.

Choosing the right campaign type is the most critical decision you will make. If you choose the wrong one, you might get thousands of cheap clicks but zero sales.

Here is the fastest way to decide: 

Search Campaigns: Use this when you want to catch people actively looking for you (e.g., searching "Emergency Plumber London"). This is "Demand Capture."

Display Campaigns: Use this for Brand Awareness. You interrupt people while they are reading news or watching videos to show them your brand. This is "Demand Generation."

Performance Max (PMax): Use this if you have a flexible budget and want Google’s AI to find customers across all channels (YouTube, Search, Maps, Gmail) simultaneously.

When to Use Search Campaigns

The "Sniper Rifle" approach to advertising.

Search campaigns appear as text ads on https://www.google.com/search?q=Google.com results. They are the most expensive per click, but they convert the best because the user has "High Intent."

✅ Choose Search If:

You have a limited budget and need immediate sales/leads.

You offer an emergency service (Locksmith, Plumber) or a specific product.

You want full control over exactly which keywords trigger your ads.

❌ Avoid Search If:

You have a brand new product that nobody knows exists (nobody searches for what they don't know).

You want to show visual ads (images/videos).

💡 ClickSambo Pro Tip: Search campaigns are the most vulnerable to competitor click fraud. Since the CPC is high, a few fake clicks can drain your budget quickly. Ensure your protection is active from Day 1.

When to Use Display Campaigns

The "Billboard" approach to advertising.

Display ads are visual banners that appear on millions of websites, apps, and blogs. They are very cheap (often under $0.50 per click), but they rarely lead to an immediate sale.

✅ Choose Display If:

You want to build brand awareness (getting your logo seen by millions).

You want to do Remarketing (showing ads to people who visited your site but didn't buy).

You have a visually appealing product (Clothing, Travel, Food).

❌ Avoid Display If:

You need immediate sales or phone calls today.

You have a small budget (it is easy to waste money on low-quality app placements).

When to Use Performance Max (PMax)

The "All-in-One" AI approach.

Performance Max is Google's newest, fully automated campaign type. It takes your assets (text, images, video) and automatically creates ads for Search, Maps, YouTube, Gmail, and Display.

✅ Choose Performance Max If:

You are an E-commerce store (it works amazingly well with Google Shopping feeds).

You have a healthy budget (at least $1,000/month) to let the AI "learn."

You don't have time to manage individual keywords and bids.

❌ Avoid Performance Max If:

You need strict control over where your ads appear.

You have very little conversion data (the AI needs past sales data to know who to target).

The Risk: PMax is a "Black Box." You often cannot see exactly where your budget is going, which makes fraud detection harder without third-party tools like ClickSambo.