You may have noticed quite a few shifts in the Google landscape over the past few years (so we’re updating a post from April 2024 with what you need to know in 2026). Back then, discovery campaigns had been recently upgraded to Demand Gen, Performance Max was Google’s new golden child, and some campaign types that did well in the past were struggling to achieve the same levels of success. Now, we have more insight into Performance Max metrics and are seeing the introduction of AI Max, an added AI-powered layer for Search campaigns to expand reach and even customize ad copy and landing pages.
Just like assembling a team for a group project, you want to make sure your combined efforts on Google are supported by a mix of channels that bring a variety of strengths and opportunities. To help you assemble your Google Dream Team, here’s everything you need to know about the current roster of Google advertising channels: Paid Search, PMax, Demand Gen, YouTube, Display.
Your Dream Team at a Glance
*Ready to Buy vs. Reaching New Audiences
When it comes to targeting different audiences, we at Capacity use “the marketing funnel.” At the top of the funnel are folks new to your world. When we say “upper funnel” in this post, it refers to targeting new audiences. “Bottom of funnel” refers to those ready to buy—they’ve been in your orbit for some time, have engaged with your content again and again through various advertising efforts, and are primed for a purchase.
