1. Search Ads: These are text-based ads that appear at the top or bottom of Google’s search results when users search for specific keywords. Advertisers bid on keywords relevant to their products or services, and their ads are displayed to users who search for those keywords. These ads can include a headline, description, and a URL.

2. Display Ads: Display ads are visual ads that appear on websites within the Google Display Network. They can include images, animations, and even videos. Advertisers can target their audience based on demographics, interests, and website content. Display ads help increase brand visibility and reach a broader audience.

3. Video Ads: Google Ads provides options to create and display video ads on YouTube and across the Google Display Network. Advertisers can choose different ad formats, such as skippable in-stream ads, non-skippable in-stream ads, and video discovery ads. Video ads are a powerful way to engage users with compelling visual content.

4. Shopping Ads: These ads are specifically designed for e-commerce businesses. They showcase product images, prices, and store information to users who are actively searching for products to buy. Shopping ads appear at the top of Google search results when relevant product searches are made.

5. App Promotion: Google Ads allows advertisers to promote their mobile apps across the Google network. App promotion ads can appear in search results, on YouTube, within other apps, and across the Display Network. This service helps drive app installations and user engagement.

6. Local Ads: Local businesses can use Google Ads to promote their products and services to users in their immediate vicinity. These ads appear on Google Maps and other local search results, providing directions, contact information, and reviews.

7. Smart Campaigns: Smart campaigns are designed for businesses with limited time and resources for managing their advertising. Google’s machine learning algorithms optimize ad placements and targeting to reach the right audience without requiring extensive setup.

8. Remarketing: Remarketing allows advertisers to show ads to users who have previously visited their website or interacted with their app. This helps re-engage potential customers and encourage them to complete desired actions, such as making a purchase.

9. Conversion Tracking: Google Ads provides tools to track various types of conversions, such as sales, leads, and website visits. Advertisers can measure the effectiveness of their campaigns and make data-driven decisions to improve their advertising strategies.

10. Keyword Planner: This tool helps advertisers research and select the most relevant keywords for their campaigns. It provides insights into search volume, competition, and suggested bid amounts.

11. Ad Extensions: Ad extensions enhance ads with additional information, such as phone numbers, addresses, links to specific website pages, and more. These extensions provide users with more options to interact with the ad.

12. Budget and Bidding Control: Advertisers can set daily budgets and bid amounts for their campaigns. They can choose from various bidding strategies, such as cost-per-click (CPC) or cost-per-thousand-impressions (CPM), depending on their advertising goals.

Google Ads offers a powerful platform for businesses to reach their target audience and achieve their marketing objectives. Advertisers can tailor their campaigns to specific goals, budgets, and audiences, making it a versatile tool for both small businesses and large enterprises.