Google is not one ad platform — it is several, each suited to different business goals. Picking the right one (or combination) makes the difference between profitable ads and wasted budget.
Search ads
Text ads that appear when someone searches for a keyword. Highest intent — the user has already decided they want what you sell. Best for: services, B2B, anything where customers actively search.
Display ads
Image and video ads shown across websites in the Google Display Network. Good for awareness and remarketing. Lower intent than search.
Video ads (YouTube)
Ads shown before or during YouTube videos. Excellent for brand awareness and storytelling. Can also drive direct response with the right setup.
Shopping ads
Product listings with image, price, and store name. Essential for e-commerce. They show up at the top of Google Search and the Shopping tab.
Performance Max
Google's newer "automated" format that uses AI to run across all surfaces (search, display, YouTube, Maps, Gmail) from one campaign. Useful when set up correctly, dangerous when not.
The takeaway
Most Luxembourg businesses benefit most from Search ads first (proven intent), then layer on Shopping (for e-commerce) or Display remarketing. Start narrow, expand as you learn.