PPC ads are paid placements where advertisers are charged when someone clicks the ad, usually within an auction that weighs bid amount, relevance, and expected user response. This type of paid advertising encompasses several types, including search, display, and social media ads, each aimed at fulfilling specific marketing objectives and effectively reaching target audiences.
If your goal is to create a successful campaign, you, as an advertiser, should start with crafting “ad groups that target shared sets of keywords and are organized by common themes,” as advised by Daniel Gilbert. Then, determine the ad type that best suits your marketing strategy. This article compares nine PPC ad types and shows how each one affects targeting, creative, landing page design, and campaign measurement.
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What is a PPC Ad?
A PPC ad, or Pay-Per-Click ad, is a model of digital marketing where advertisers pay a fee each time one of their ads is clicked. In practice, PPC lets you pay for placement in search results, social feeds, ecommerce listings, apps, or partner websites instead of waiting for organic visibility.
The PPC model revolves around an auction-based system where advertisers bid on relevant keywords, and ads are displayed based on the highest bids and their relevance to the user’s search query. Google Ads uses this auction model for formats such as search ads, display ads, shopping ads, and video ads across Google Search, YouTube, and partner inventory.
Sending PPC traffic to one offer? Build a landing page that repeats the ad promise, keyword intent, and next step.
Instead of building every PPC landing page from scratch, you can use Lunar – Landingi’s AI landing page generator – to turn a short campaign brief into a complete, launch-ready page tailored to your ad promise, audience intent, and desired action.
What are The Key Types of PPC in Digital Marketing?
The key types of PPC in digital marketing are Search Advertising, Display Advertising, Social Media Advertising, Shopping Ads, Video Advertising, and Remarketing. Additionally, Amazon Ads and In-app Ads are also commonly used.
PPC ad types differ mainly by placement, intent, creative format, and targeting method. That is why a search ad, a shopping ad, and a remarketing ad should not lead to the same landing page by default.
The core of PPC meaning lies in a pay-per-click model, where advertisers pay when their ads are clicked. The pay-per-click model allows advertisers to adjust bids, audiences, keywords, and budgets while the campaign is running.
It’s important to understand different PPC types. Each PPC ad type serves a different purpose: search ads capture demand, display ads build awareness, shopping ads support product comparison, and remarketing ads bring back previous visitors. Knowing these differences helps you avoid mismatches, such as sending cold display traffic to a sales-heavy page or using the same CTA for search and remarketing campaigns.
Here is how each PPC ad type works, where it usually appears, and what to check before sending traffic to a landing page:
1. Search Ads
Search ads appear when users type a query into a search engine (like Google or Bing), so they are usually used to capture existing demand rather than create it from scratch. Search text ads work best when the keyword shows clear intent, such as comparing vendors, requesting a quote, finding a local service, or buying a specific product.
Keyword-based targeting in search ads matters, especially considering that over 80% of buying journeys begin on search engines, according to Susie Marino from Wordstream. That makes search ads especially useful for queries where the user already knows what they need, such as a local service, product category, vendor comparison, or quote request.
Imagine a local bakery specializing in wedding cakes that wants to increase its customer base in Boston. To achieve this, the bakery decides to use a Google search ad. They target keywords such as “wedding cakes Boston” and “best wedding cakes.” When people in their area search for these terms on Google Search, the bakery’s ad appears at the top of the SERP, making it highly visible to potential customers actively seeking wedding cakes. By clicking on the PPC search ad, users are directed to the bakery’s website or landing page, where they can learn more about the wedding cakes, their location, and how to place an order. For this search ad to work, the landing page should mention Boston, wedding cake styles, lead time, pricing signals, and a clear enquiry option – not just show a generic bakery homepage.
Running search ads? Match the landing page headline to the keyword before increasing the budget.
2. Display Ads
Display ads involve placing visual-based advertisements on websites across the Google Display Network or other ad networks. These ads can be in the form of images, videos, or banners and are designed to capture the audience’s attention as they browse various sites. Display ads rely on visuals because users usually see them while reading, watching, or browsing something else. The creative has to communicate the offer before the user decides whether to click.
One classic example of display ads is the banner ads you see on the sides of many websites. Imagine visiting a financial planning blog to find tips on saving for the future. At the top of the page, you notice a banner ad from a well-known life insurance company showcasing their latest policy options. The banner uses a clear policy angle and a CTA such as “Get a Quote” or “Get Started,” so the user knows whether the click leads to pricing, eligibility, or plan details. It’s a smart placement because you’re already in a mindset focused on financial security, making it more likely that you’ll be interested in the ad. Additionally, if you had previously visited the insurance company’s website but didn’t make a purchase, this ad could be part of a remarketing campaign, aimed at bringing you back to their site to reconsider getting a life insurance policy.
Running display ads? Keep the same visual cue and offer on the landing page so users recognize what they clicked.
3. Social Media Ads
Social media ads are displayed on platforms such as Facebook, Instagram, Twitter, LinkedIn, and others. Social media platforms let advertisers build audiences from demographics, interests, behaviors, lookalikes, engagement data, and first-party lists, depending on the platform and privacy rules.
Social media ads come in various formats, including images, videos, carousels, and sponsored posts. The mix of image, video, carousel, and sponsored post formats makes social media ads useful for a range of goals: showing a product in use, collecting leads, promoting an offer, or retargeting engaged users.
An example of a social media ad would be a sponsored Instagram post by a fitness apparel brand targeting women aged 18-35 who are interested in yoga and wellness. The ad could feature a high-quality video showcasing their newest leggings collection, with copy that names the use case directly, for example: yoga leggings for hot classes, made with moisture-wicking fabric and recycled materials. The ad would be set to appear in the feeds of users who fit the targeted demographic and have shown interest in similar products, based on their past online behavior and engagement with related content. This targeted approach ensures that the ad reaches potential customers who are more likely to be interested in the product, thereby increasing the chances of driving direct conversions.
Running social ads? Build a mobile-first page that repeats the creative angle, offer, and CTA from the feed.
4. Shopping Ads
Shopping ads, also known as Product Listing Ads (PLAs), are specifically designed for e-commerce businesses. These ads display product images, prices, and details directly in the search results, which makes them useful when users are already comparing products by price, image, brand, rating, or delivery option. When users search for specific products on Google Search or other search engines, shopping ads display product listings that let users compare price, image, rating, retailer, and delivery details before opening a product page.
According to Store Growers, the average cost per click on a Google Shopping ad is $0.66. The average Google Shopping CPC can provide an initial bidding benchmark, but advertisers should adjust it by industry, margin, product price, and conversion rate. It can be as low as $0.34 for the Art & Music industry, or as high as $1.09 for the Office & Business Needs industry.
Imagine you’re browsing online for a new gaming laptop. You head over to Google, type in “gaming laptops”, and the search results page comes to life with a section prominently featuring various gaming laptops. The shopping ads section in Google search results shows product images, prices, ratings, and retailers before the user visits a store page.
Each listing in this special section is a shopping ad. By clicking on one, you’re taken directly to the retailer’s website, where you can learn more about the laptop or proceed to purchase it. This efficient process streamlines your shopping experience, allowing you to quickly compare different options based on visual and price information, even before visiting the retailer’s site. For a gaming laptop query, the product page should match the exact model in the ad and show the specifications users compare first, such as GPU, RAM, screen size, price, and availability.
5. Video Ads
Video ads are paid video placements that appear on platforms like YouTube and across the Google Display Network. These ads can be placed as pre-roll, mid-roll, or post-roll videos, meaning they can play before, during, or after the main video content. Video ads are useful when the offer needs demonstration, context, or emotion – for example, showing how a product works, what the service looks like, or why the problem matters. They are especially effective for storytelling and creating an emotional connection with the audience.
YouTube video ads can be categorized into various types: instream ads, skippable in-stream ads, non-skippable in-stream ads, bumper ads, outstream ads, and masthead ads.
A classic example of a video ad is a short promotional clip for a new jewelry collection that plays before a YouTube video tutorial on fashion styling. In this ad, stunning features of the jewelry, such as its intricate design, high-quality materials, and versatility, are highlighted through vibrant visuals and compelling narration. This engages viewers by showing them how these pieces could enhance their personal style, creating a desire for the product while they are already engaged in a related activity.
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6. Remarketing Ads/Retargeting Ads
Remarketing ads, also known as retargeting ads, are designed to re-engage users who have previously visited your website but did not complete a desired action, such as making a purchase. Remarketing ads follow previous website visitors across websites, social platforms, or other placements to remind them of products or services they viewed.
Let’s say you run an online store that sells women’s shoes. A customer visits your site, browses through several styles, and even adds a pair of shoes to their shopping cart. However, they get distracted and leave the site without completing the purchase.
By using remarketing ads, you can display ads for women’s shoes (and potentially other styles they viewed or related products) on other websites they visit afterward, across social media platforms they use, or even in their email. For example, after leaving your site, the customer goes to read news on a different site, and there, they see an ad for the women’s shoes they were interested in. This prompts them to remember their initial interest, reconsider the purchase, and potentially return to complete it.
The remarketing ad should not repeat the same generic shoe message. It should show the viewed product, address the reason for hesitation, or add a time-limited incentive only if the margin allows it.
7. Gmail Sponsored Promotions (Gmail Ads)
Gmail ads appear inside the Promotions tab and behave more like sponsored email previews than standard banner placements. When opened, they can contain images, videos, and other interactive elements. The email-like Gmail ad format gives advertisers more space than a standard text ad, but the subject line and offer must be clear enough to earn an open.
Imagine a travel agency utilizing Gmail Sponsored Promotions to connect with potential travelers. They craft a campaign focused on promoting their latest European tour package. When Gmail users open their Promotions tab, they find an email-like ad from the agency. The subject line entices with: “Unlock the Secrets of Europe with Our Exclusive Tour!” Upon opening, the ad reveals a captivating video showcasing stunning European landmarks, vibrant street scenes, and testimonials from delighted travelers. Alongside the video, interactive elements like a photo gallery of the tour highlights, a clickable map of the tour route, and a special early bird booking offer are presented, making it feel like a personalized invitation to embark on a European adventure. This format not only captures the attention in a personal environment but also encourages direct engagement with the ad’s content, significantly enhancing the appeal of the agency’s travel package.
After the click, the landing page should repeat the tour dates, price, itinerary, and booking deadline so users do not have to search for the details promised in the Gmail ad.
Using Gmail ads? Send users to a page that continues the subject-line promise and shows the offer details immediately.
8. Amazon Ads
Amazon ads are a form of paid advertising that appears on the Amazon platform. These ads can be sponsored products, sponsored brands, or display ads, targeting shoppers based on their search queries and purchase behaviors. Amazon ads are useful for ecommerce brands that need visibility inside Amazon search results, especially when product ranking, reviews, pricing, and availability are strong enough to compete.
For example, a company selling organic tea can use Amazon ads to increase its product’s visibility. They might set up a Sponsored Products ad targeting keywords like “organic green tea” or “herbal tea”. When Amazon users search for these terms, the company’s organic tea product could appear at the top of the search results, labeled as “Sponsored.” A sponsored product placement for “organic green tea” can attract shoppers who are already searching for that category on Amazon.
9. In-app Ads
In-app ads are advertisements that are specifically designed to appear within mobile applications, catering to various formats such as banners, videos, interstitials, or playable ads. These ads are particularly effective at targeting users who are actively using their mobile devices, thus ensuring higher visibility. The strategic placement and interactive nature of these ads can significantly drive engagement with the content or services offered by the app. Given the widespread use of smartphones, advertising works best when the ad format fits the app moment, such as a rewarded video after a game level or a playable ad before an app install prompt.
Imagine you’re playing a mobile game, like a popular puzzle or action game, and after completing a level, an ad suddenly pops up on your screen. This ad could be a short video promoting another game or a product, asking you to swipe or interact with it in some way. Perhaps it offers you a reward, like game currency or an extra life, if you watch the entire ad. A rewarded or interstitial ad shown between mobile game levels is a common in-app ad format because it appears during a natural pause in the app experience.
How do PPC Ad Types Affect Landing Page Design?
PPC ad types influence landing page design because each format brings users with a different intent, level of awareness, device context, and expectation after the click.
For instance, search ads typically lead to landing pages optimized for conversions with clear calls-to-action (CTAs) and concise, persuasive content. In contrast, display ads may require more visually engaging landing pages that align with the ad’s creative elements to maintain consistency and capture the user’s interest. Video ad traffic may need a landing page that repeats the video’s core promise, answers the next objection, and gives users a clear action after watching.
Below, you can find specific ways to adjust your landing page design to match the different needs of various PPC ads:
- Conversion optimization: Ensure landing pages are optimized for conversions – match the landing page headline to the keyword intent, keep the form or purchase path visible, and remove navigation that distracts from the query-specific offer.
- Visual appeal: For display ads, repeat the same visual cue, offer, and message angle on the landing page so users immediately recognize the page they clicked through to. Consistency in color schemes, fonts, and imagery helps maintain a cohesive user experience.
- Reflect platform tone: Design landing pages that reflect the tone and style of the social media platform where the ad was displayed. For social media ads, design the landing page for mobile first: a short first screen, a visible CTA, fast load, and copy that continues the angle from the feed creative. Incorporate social proof elements, such as testimonials and user reviews, to build trust and engagement.
- Product showcase: For shopping ads, highlight product features, benefits, and pricing. Include high-quality images, detailed descriptions, and customer reviews. Use clear and prominent CTAs like “Buy Now” or “Add to Cart” to drive conversions.
- Video integration: For video ads, place the video promise near the top of the page, then add proof, pricing, product details, or a form, depending on what the video leaves unanswered.
- Personalization: For remarketing ads, adjust the landing page based on previous behavior: show the viewed product, compare plans after a pricing page visit, or shorten the form for users who have already started registration. Provide clear incentives to convert, such as special offers or discounts, to encourage return visits and conversions.
- Relevance and speed: For Gmail sponsored ads, repeat the subject-line offer on the first screen of a landing page and show the key details immediately, such as date, price, discount, download, or booking deadline. Optimize these pages for mobile devices and ensure quick loading times.
- Trust and detail: For Amazon ads, provide detailed product information, high-quality images, and customer reviews. Use trust signals like secure payment icons and return policies to build credibility and encourage purchases.
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What Are the Two Main PPC Targeting Methods?
PPC advertising has two main targeting types: keyword and audience targeting. Keyword targeting is about reaching people based on the search terms they use, so it is great for search ads and shopping ads. Audience targeting is about reaching people based on demographics, interests, and online behavior. This is used for social media ads, display ads, and remarketing campaigns.
Combining keyword and audience targeting helps separate users who are actively searching from users who fit the right profile but may need more education before they convert.
How Many Types of PPC Ads Are There?
There are many types of PPC ads, but the 9 main ones are search ads, display ads, social media ads, shopping ads, video ads, remarketing ads, Gmail-sponsored promotions, Amazon ads, and in-app ads. Together, these formats cover search intent, product comparison, social discovery, video storytelling, returning visitors, marketplace visibility, email-style promotion, and mobile app inventory.
What are The Types of PPC?
The main types of PPC are search ads, display ads, social media ads, shopping ads, video ads, remarketing ads, and Gmail ads. Each has its own features and benefits, for different marketing objectives and platforms. Knowing these types allows you to choose the right PPC strategy for your business.
What is The Most Common PPC Type?
The most common type of PPC is the search ad. Search ads appear on search engine results pages and are usually chosen when the advertiser wants to reach users who are already looking for a product, service, or answer.
What Are the Main PPC Advertising Platforms?
The main PPC platforms are search engines (Google and Bing), social media platforms (Meta, Twitter, LinkedIn, Pinterest), e-commerce platforms (Amazon), and email platforms (Gmail). Each platform differs by user intent: search engines capture queries, social platforms interrupt feeds, ecommerce platforms capture shopping comparisons, and Gmail reaches users inside the inbox.
To determine the best platform for your campaigns, you’ll want to conduct thorough research on your audience to understand which platforms they frequent. For example, Google Ads and Microsoft Advertising are popular choices for managing PPC campaigns across search engine platforms, offering a range of tools to create and manage your ads. However, if your audience is more active on social media sites, you may find better engagement through ad platforms like Meta or LinkedIn.
Choose the Right PPC Ad Type and Build a Matching Landing Page
Choosing a PPC ad type is not only a media decision. It affects the user’s intent after the click, the landing page message, the CTA, and the way results should be measured. Each type of ad serves a different purpose and can help achieve various goals. The wrong PPC format can waste budget even when the targeting is technically correct – for example, when awareness traffic is sent to a hard-sell page or search traffic lands on a page that does not answer the keyword. Platforms like Google Ads and Microsoft Advertising provide tools to help you manage and track your campaign performance, so you can make informed decisions to improve your return on investment.
Landingi helps advertisers create separate landing pages for different PPC ad types, so search, display, social, shopping, and remarketing traffic do not all land on the same generic page. With Lunar, Landingi’s AI landing page generator, you can speed up this process by generating launch-ready landing pages from short campaign briefs, making it easier to create separate pages for different ad groups, keyword intents, audiences, and PPC formats. For example, search ads should direct users to landing pages optimized for conversions with clear calls-to-action and persuasive content, while display ads might require visually engaging pages to maintain consistency and interest.
By matching the landing page design to the specific ad format and utilizing Landingi’s features like Smart Sections and EventTracker, advertisers can improve user experience and increase conversion rates. With Landingi, advertisers can create separate landing pages for different ad groups, reuse sections across campaigns, and track page events without sending every PPC click to the same generic URL.
Choose the PPC ad type first, then build a landing page that matches the click. Try Landingi for free to create separate pages for search, social, display, shopping, and remarketing campaigns.
