Digital advertising is a game-changer, but with so many options, it’s easy to feel overwhelmed. The key is knowing which type of ad best fits your goals. Some ads work better for brand awareness, while others drive direct conversions.
At TwoTone, we’ve tested them all. Here’s a simple breakdown of the most common digital ad types, along with our insights on when and where they work best.
Search Ads
Search ads appear at the top of search engine results pages (SERPs) when users type in relevant queries. They operate on a pay-per-click (PPC) model, meaning you only pay when someone clicks on your ad.
Best for: Capturing high-intent users actively searching for your products or services.
Our take: These work exceptionally well for churches and local service providers looking to increase inquiries or bookings. When paired with a well-optimized landing page, the return on investment can be significant.
Display Ads
These visually engaging ads appear on websites, apps, and social media. They can include images, videos, or graphics designed to grab attention while users browse online.
Best for: Brand awareness and retargeting potential customers.
Our take: Display ads work best for long-term brand awareness rather than immediate conversions. If you’re a non-profit or service-based business, retargeting with display ads can help keep your name top of mind.
Social Media Ads
Platforms like Facebook, Instagram, LinkedIn, and TikTok allow businesses to run highly targeted ads based on demographics, interests, and behaviors. Ad formats range from static images and videos to interactive experiences.
Best for: Driving engagement, building brand awareness, and generating leads.
Our take: For churches and non-profits, social media ads are an effective way to reach the right people. A well-placed event ad for a church service or community outreach can drive real-world attendance and engagement.
Lead Generator Ads
Platforms like Facebook, Instagram, and LinkedIn make it easy to capture leads through precise, targeted ad campaigns. These ads allow businesses to collect emails, phone numbers, or other key details directly within the platform, helping to expand their audience and build meaningful connections with potential supporters.
Best for: Growing email lists, generating high-quality leads, and increasing conversions.
Our take: Lead generator ads are a great way for businesses, nonprofits, and churches to establish credibility and connect with qualified leads. By capturing interest from the right audience, these ads help nurture potential customers or supporters into conversions, sales, or event attendees.
Video Ads
Appearing on platforms like YouTube, social media, and streaming services, video ads range from skippable and non-skippable ads to in-feed and interactive content.
Best for: Telling compelling brand stories, educating consumers, or showcasing products in action.
Our take: If you have a strong visual or storytelling component to your brand, investing in video ads can be worth it. Service-based businesses, in particular, can use short explainer videos to establish credibility.
Retargeting Ads
These ads target users who have previously interacted with your website, app, or social media but haven’t converted yet. They serve as a reminder about your product or service.
Best for: Re-engaging users who didn’t make a purchase or sign up on their first visit.
Our take: Retargeting is one of the highest-performing ad strategies for churches and service-based businesses. Did someone visit your site but didn’t fill out the contact form? Retargeting keeps your message in front of them.
Programmatic Ads
Using automation and AI, programmatic ads optimize real-time bidding for ad placements across multiple platforms. These can include display, video, and connected TV ads.
Best for: Companies looking for advanced targeting and data-driven placements.
Our take: If you’re in a competitive industry and need precise targeting, programmatic ads can help you get the right message in front of the right people at the right time.
Local Service Ads (Google Guarantee)
These ads appear at the very top of Google search results and are specifically designed for service-based businesses. Unlike traditional search ads, businesses pay per lead rather than per click. To qualify, companies must pass Google’s verification process, earning the "Google Guaranteed" badge, which builds trust with potential customers.
Best for: Local businesses looking to generate high-quality leads with a pay-per-lead model.
Our take: Local Service Ads are a game-changer for home service providers, legal professionals, and healthcare businesses. Since they appear above regular search ads and organic results, they offer maximum visibility. Plus, the Google Guarantee badge reassures users that your business is vetted and trustworthy, leading to higher conversion rates.
Influencer & Sponsored Content
Rather than running traditional ads, brands collaborate with influencers to promote their products or services organically.
Best for: Boosting credibility and engagement within niche audiences.
Our take: For brands with strong community engagement, influencer marketing can drive word-of-mouth and build trust faster than traditional ads.
The best digital ad strategy depends on your audience, goals, and budget. While search ads are great for capturing high-intent leads, social media ads help build brand awareness and engagement. Retargeting ads are perfect for keeping your organization top of mind, while video ads can tell a powerful story.
Ready to Build an Ad Strategy that Works?
At the end of the day, it’s not about running every type of ad—it’s about choosing the right mix for your needs. A well-planned strategy ensures your budget is spent wisely and your message reaches the right people at the right time.
Not sure which approach is best for you? Let’s talk. We’ll help you craft a digital ad strategy that moves the needle and gets real results.
