What are the main types of online advertising?
Online advertising splits into two jobs: catching demand that already exists, and creating demand in people who weren't looking. Every ad type you've heard of is one of those two, plus retargeting to finish the job.
ShoaibUpdated 4 min read
What are the types, and who is each for?
| Type | Where it shows | Best for |
|---|---|---|
| Search ads | Google results | Urgent needs people type in |
| Social feed ads | Instagram, Facebook, TikTok, Snapchat | Products people buy on impulse or discovery |
| Video ads | YouTube, Reels, TikTok | Explaining something that needs showing |
| Shopping / catalogue ads | Google, Instagram, Facebook | Online stores with many products |
| Retargeting ads | Everywhere, to past visitors | Finishing sales that nearly happened |
| Influencer posts | A creator's own account | Trust and reach in a specific crowd |
Which job does my business need?
Ask what your customer does when they need you:
- They search for it (plumber, lawyer, spare part) → start with search ads, see how to run a Google ad
- They'd never search for it (a new dessert shop, a fashion brand) → start with social feed ads, see Meta ad formats
- They already visited and left → retargeting, see what retargeting is
What is the usual mistake?
Running discovery ads and expecting search-ad results. Someone scrolling Instagram wasn't looking for you, so they need more convincing and more time than someone who typed your service into Google. Judge each type against what it's for, not against each other.
Where should a small budget go?
Into one demand type plus retargeting. Retargeting is almost always the cheapest ads you'll run, because you're talking to people who already showed interest — see which platform is best for retargeting.
Not sure which type fits your business? See our Meta Ads service.