Google Search Ads are text-based and appear at the top of search results when users actively search specific keywords - reaching high-intent audiences at the decision stage. Display Ads are image or rich media banners shown across millions of websites in the Google Display Network - best for brand awareness and remarketing. Shopping Ads show product images, prices, store names, and ratings directly in search results, triggered by product feed data from Merchant Centre - most effective for e-commerce businesses. All three ad types perform better when the landing pages they point to have been designed with strong UX and conversion principles.