Where PPC Ads Appear
Pay-Per-Click (PPC) advertising is a digital marketing model where advertisers pay a fee each time their ad is clicked. It’s a highly effective way to drive targeted traffic to websites, generate leads, and boost sales. Understanding where PPC ads appear is crucial for maximizing campaign performance and return on investment. PPC ads can take many forms, including search ads, display ads, shopping ads, video ads, native ads, and local ads. Each ad type appears in different locations across the web and targets users at various stages of the buying journey. This guide explores where these PPC ads appear and how they work.
Search Engine Results Pages (SERPs)
Search Engine Results Pages (SERPs) are one of the most prominent places where PPC ads appear. These pages display results in response to a user’s search query on platforms like Google and Bing. PPC ads on SERPs are highly targeted, appearing based on specific keywords and user intent. Two key ad formats dominate SERPs: text ads and local ads.
Text Ads
Text ads are the most common form of PPC advertising on SERPs. They typically consist of a headline, description, URL, and ad extensions such as sitelinks or call buttons. These ads are triggered by keywords entered by users and are designed to match the user’s search intent closely.
- Where They Appear:
- At the top (up to 3 ads) and bottom (up to 4 ads) of search results pages.
- Displayed on both desktop and mobile devices.
- At the top (up to 3 ads) and bottom (up to 4 ads) of search results pages.
- Platforms:
- Google Search
- Microsoft Bing Search
- Google Search
- Targeting:
- Based on keyword relevance and quality score.
- Intent-driven, meaning users are actively searching for the products or services advertised.
- Based on keyword relevance and quality score.
These ads are excellent for businesses looking to capture users with high purchase intent and generate immediate clicks to their website.
Local Ads
Local ads are designed for businesses that have physical storefronts or provide location-based services. These ads show up when users search for local solutions, such as “plumber near me” or “car repair Austin.”
- Where They Appear:
- In the Local Pack of Google Search results.
- Within Google Maps results.
- Features:
- A green map pin indicating the ad.
- A visible “Ad” label.
- Often include contact information, reviews, and business hours.
- Integration:
- Managed through a Google Business Profile.
Local ads are ideal for driving foot traffic and reaching nearby customers who are ready to convert.
Google Shopping Ads
Google Shopping Ads are a highly visual and conversion-driven form of PPC advertising. Unlike standard text ads, Shopping ads are feed-based, meaning they pull data directly from a merchant’s product catalog. Each ad includes key product information such as the item’s price, product image, title, merchant name, and customer reviews or ratings. These rich details make Shopping ads especially appealing to users with high purchase intent.
How They’re Triggered:
Shopping ads are shown in response to product-based search queries, rather than traditional keywords. Google uses the data in the product feed to match ads with relevant searches.
Where They Appear:
- Top carousel of Google Search results (both desktop and mobile).
- Right sidebar of desktop search results.
- Google Shopping tab – a dedicated shopping search interface.
- Google Images – relevant for visually searched products.
- YouTube – as both in-stream and discovery ads, especially during product-related video searches.
Benefits of Google Shopping Ads:
- High commercial intent – users are often ready to buy.
- Visually rich – images increase engagement and trust.
- Stronger CTR (Click-Through Rates) compared to text ads, especially in ecommerce.
Google Shopping Ads are essential for retailers looking to showcase products directly within the search experience and drive qualified traffic to their online store.
Display Network Ads
Overview
Display Network Ads appear across the Google Display Network (GDN), a vast collection of websites, mobile apps, and Google-owned platforms like Gmail, YouTube, and Google Finance. These ads are ideal for raising brand awareness, generating engagement, and reaching users earlier in the buying cycle—often before they even begin searching for a product or service.
Unlike search ads, which are triggered by keyword intent, display ads use advanced targeting methods including:
- Interests and affinities
- Demographics (age, gender, parental status, etc.)
- Topics and keywords
- Custom audiences and remarketing lists
This allows advertisers to precisely reach users based on who they are and what they’re interested in, rather than what they’re actively searching for.
Banner Ads
Banner ads are the most recognizable form of display advertising. These are graphical ad units that appear above, beside, or within the content of a webpage.
Common Formats Include:
- Leaderboard: 728×90 (typically placed at the top of a page)
- Medium Rectangle: 300×250 (often within content or sidebar)
- Skyscraper: 160×600 (commonly in sidebars)
These ads can be static images, animated GIFs, or HTML5-based for richer interactivity. Their eye-catching design makes them effective for attracting attention, though they generally have lower click-through rates compared to search ads.
Native Ads
Native ads are crafted to blend in seamlessly with the content and layout of the platform they appear on. Instead of standing out as “ads,” they are presented as sponsored content, promoted listings, or recommended articles.
These ads are commonly found on:
- News and media sites
- Mobile apps
- Content-heavy platforms
Because they match the surrounding content, native ads tend to have higher engagement rates and are perceived as less intrusive than traditional display banners.
Video Ads
Video ads are a powerful format of PPC advertising that appear across video-sharing and streaming platforms, capitalizing on the massive rise in video consumption worldwide. These ads are designed to capture user attention with motion, sound, and storytelling—making them ideal for brand awareness, product promotion, and engagement.
Platforms:
Video ads can be seen on platforms like:
- YouTube (the largest video platform)
- Hulu
- Facebook Video
- Instagram Reels
- TikTok
- LinkedIn (for B2B audiences)
Formats:
- Pre-roll: Shown before the main video content.
- Mid-roll: Played during the video (usually after a few minutes).
- Post-roll: Appears after the video ends.
Ads can be skippable (usually after 5 seconds) or non-skippable, depending on the advertiser’s choice and budget.
Pricing Models:
- CPV (Cost Per View): You’re charged when a viewer watches a specified portion of the video (usually 30 seconds or the full ad if shorter).
- CPC (Cost Per Click): You’re charged only when someone clicks on your video ad.
With the growing popularity of short-form videos and streaming platforms, video ads are becoming an essential part of modern PPC strategies, offering high engagement, visual storytelling, and targeted reach across demographics and interests.
Social Media Platforms
Social media platforms have become a major hub for PPC advertising due to their massive user bases and sophisticated targeting capabilities. Nearly every leading platform offers a range of ad placements designed to engage users in various formats, making them ideal for brand visibility, lead generation, and direct conversions.
Where PPC Ads Appear:
- Facebook: Ads appear in the News Feed, Stories, Marketplace, and Messenger inbox.
- Instagram: Ads are integrated into Feed, Stories, Reels, and the Explore section, blending seamlessly with organic content.
- LinkedIn: Offers PPC ad formats such as Sponsored InMail, Feed ads, and Sidebar text ads, primarily for B2B marketing.
- Twitter/X: Uses Promoted Tweets, Promoted Accounts, and Trending Hashtags to reach target audiences.
- TikTok: Features In-feed video ads, TopView ads (brand takeovers), and Branded Effects that offer immersive user experiences.
Formats:
Social media PPC ads come in a variety of formats:
- Static image ads
- Carousel ads (multiple images/videos)
- Video ads
- Slideshow ads
Story ads (full-screen vertical formats)
Targeting:
What makes social media PPC exceptionally effective is its advanced audience targeting. Advertisers can target users based on interests, online behavior, demographics, job titles, and even life events, ensuring precise ad delivery and maximized ROI.
Mobile Apps and Games
PPC ads are widely integrated into mobile apps and games, offering advertisers a powerful way to reach users within highly engaged environments. As mobile usage continues to dominate, advertising inside apps provides unique opportunities for brand exposure, user acquisition, and monetization.
Types of PPC Ads in Mobile Apps and Games:
- Banner Ads: These are small rectangular ads that typically appear at the top or bottom of the app screen. They remain visible while users interact with the app, providing consistent exposure without being too intrusive.
- Interstitial Ads: Full-screen ads that appear at natural transition points in the app, such as between game levels or during pauses. These ads command full attention but are designed to be shown sparingly to avoid disrupting user experience.
- Rewarded Video Ads: These are opt-in ads where users choose to watch a video in exchange for in-app rewards like extra lives, points, or virtual currency. This format boosts engagement and positive sentiment towards the advertised brand.
Delivery Platforms:
Mobile app PPC ads are typically served through ad networks such as Google AdMob, Unity Ads, and the Facebook Audience Network. These platforms enable precise targeting based on app category, user behavior, location, and device type.
Ideal Use Cases:
Mobile app ads are especially effective for promoting gaming apps, lifestyle apps, and utility apps, helping developers monetize their products while advertisers gain access to highly engaged, on-the-go audiences.
Remarketing/Retargeting Ads
Remarketing, also known as retargeting, is a powerful PPC strategy that targets users who have previously interacted with a website or mobile app but did not complete a desired action, such as making a purchase or filling out a form. These ads serve as gentle reminders to bring users back and encourage conversions.
Where Remarketing Ads Appear:
- Websites: Displayed across millions of sites within the Google Display Network or other ad networks, these ads follow users as they browse the internet.
- Search Engines: Remarketing Lists for Search Ads (RLSA) allow advertisers to customize search ad campaigns specifically for previous visitors, tailoring bids and messaging.
- Social Media Platforms: Ads can be shown on platforms like Facebook, Instagram, LinkedIn, and Twitter to retarget users based on prior interactions.
- YouTube: Video remarketing ads target users who watched videos or engaged with a brand on YouTube, keeping the brand top of mind.
Personalization and Effectiveness:
Remarketing ads are highly personalized, showing users ads related to products or pages they viewed, items left in shopping carts, or other actions taken on the site or app. This relevancy increases the chances of conversion by reminding potential customers of their interest. Remarketing campaigns are known for their strong return on investment (ROI) and play a crucial role in conversion-focused PPC strategies.
Emerging Placements
The landscape of PPC advertising continues to evolve, with new and innovative ad placements emerging to reach audiences more effectively across various devices and platforms.
Google Discover Ads
These ads appear within the personalized Google Discover feed, which delivers tailored content to users based on their interests and browsing habits. Discover ads blend seamlessly with organic content, offering advertisers a way to engage users in a more native, less intrusive format.
YouTube Shorts Ads
As short-form video content grows in popularity, YouTube Shorts Ads have become an important placement. These are full-screen, vertical video ads shown between short videos on mobile devices, offering brands an engaging way to capture the attention of younger, mobile-first audiences.
Smart TVs & OTT Platforms
Advertising is expanding into over-the-top (OTT) streaming services and smart TVs. Platforms like Hulu, Roku, and Amazon Fire enable advertisers to place video ads that reach viewers on big screens, bridging the gap between traditional TV advertising and digital targeting capabilities.
Performance Max Campaigns
Google’s Performance Max campaigns use artificial intelligence to automatically optimize ad placements across all Google channels, including Search, Display, YouTube, Discover, and Gmail. This multi-channel approach maximizes reach and conversion opportunities with minimal manual management.
These emerging placements represent exciting new frontiers in PPC, helping advertisers connect with audiences in fresh and dynamic ways.
Conclusion
PPC ads extend far beyond search engines, appearing across websites, apps, social media, video platforms, and even smart TVs. Understanding where these ads can appear empowers advertisers to maximize their reach, optimize campaign performance, and improve return on ad spend (ROAS). Each placement offers unique opportunities to connect with audiences at different stages of their journey. To get the best results, choose your ad placements based on your target audience’s behavior, your specific campaign goals, and where your customers are in the buying process. A well-informed strategy ensures your PPC efforts drive meaningful engagement and conversions.