Industries
Google Ads for ecommerce: Shopping vs Search campaigns
Online stores have more campaign types available than most businesses. Here's how they differ, and when to use each.
Shopping campaigns show your product photo, price, and store name directly in results, pulled from a product feed rather than written copy, and tend to drive strong volume for well-photographed products. Search campaigns let you target specific phrases a Shopping ad can't reach on its own. Most stores need both.
Shopping ads win on visual products
Because Shopping ads show the product photo and price before a click even happens, they naturally filter out people who wouldn't like the item or the price point, which usually means a higher conversion rate on the clicks that do come through. This makes them especially strong for fashion, home goods, and other visually distinctive products.
Search ads still catch what Shopping misses
A shopper researching "best running shoes for flat feet" or comparing brands isn't ready to be shown a single product card yet, they need information first. Search ads pointed at a comparison or category page can capture this earlier-stage intent, feeding buyers into the funnel before they're specific enough for Shopping to serve them well.
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