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The types of Google Ads consist of Search Ads, Display Ads, Shopping Ads, Video Ads, App Ads, and Performance Max. Each format is designed for a different purpose — from reaching customers who are actively searching, to building brand awareness across Google's platforms. Choosing the right format can make the difference between an ad that drains your budget and one that actually generates conversions.
Many Indonesian diaspora business owners dive straight into Google Ads without first understanding which format best suits their business. The result? Budget exhausted, conversion rates low, and ultimately concluding that "Google Ads doesn't work for my business."
The problem isn't the platform — it's choosing an ad format that doesn't align with the business objective and target audience behavior. Based on our experience managing Google Ads campaigns for Indonesian diaspora clients across more than 10 countries, the single biggest mistake is choosing the wrong ad type at the campaign setup stage.
As an example, one of our clients — an Indonesian restaurant owner in Tokyo — initially used Display Ads to attract new customers. The results were disappointing. After we migrated to Search Ads using Japanese-language keywords such as "インドネシア料理 東京" (Indonesian cuisine Tokyo), the cost-per-click was higher, but the conversion rate jumped from 0.8% to 6.3% within the first 30 days.
Google Ads is not a single monolithic product. It is an advertising ecosystem with at least 6 main formats, each with its own strengths, weaknesses, and use cases. Understanding the differences is the foundation of any successful paid advertising strategy.
Search Ads are text-based ads that appear on Google's search results page (SERP) when someone types in a specific keyword. This is the most "high-intent" format because it reaches people who are actively looking for the products or services you offer.
Search Ads are ideal when:
For Indonesian diaspora businesses in Malaysia, Search Ads in Malay and English have proven highly effective. Our client, an Indonesian halal catering entrepreneur in Kuala Lumpur, achieved an average CPC of RM 0.85 with a conversion rate of 8.2% — well above the Malaysian food & beverage industry average of 3–4%.
Google automatically tests headline and description combinations through the Responsive Search Ads (RSA) format, which is currently the default across all Search campaigns.
Display Ads are image-based or banner ads that appear across more than 2 million websites, apps, and Google properties such as Gmail and YouTube that are part of the Google Display Network (GDN). Their reach is extraordinary — capable of reaching more than 90% of internet users worldwide.
This format is most effective for brand awareness and remarketing. If someone visited your online store but didn't make a purchase, Display Ads can "follow" them with visuals of the products they viewed — this is what is known as remarketing or retargeting.
Based on campaign data we managed for a client in the UAE, an Indonesian fashion entrepreneur in Dubai selling modern batik managed to reduce cart abandonment rate from 78% to 52% within 60 days simply by running remarketing Display Ads featuring products the visitors had previously viewed.
For diaspora businesses building a brand in a new country, Display Ads are a cost-effective way to "introduce yourself" to the local market. At Nuswa Lab, we often recommend a combination of Search Ads (for conversions) + Display Ads (for awareness) as a solid two-layer strategy.
These two formats are often overlooked by Indonesian diaspora businesses, yet their potential is enormous depending on the type of business you run.
Shopping Ads (or Product Listing Ads) display product images, names, prices, and store names directly on Google's search results page. This format is essential for e-commerce businesses selling physical products.
Unlike Search Ads which are text-keyword based, Shopping Ads are managed through Google Merchant Center and use product data feeds from your online store. Google then determines on its own when these ads are relevant to show.
A concrete example: an online Indonesian grocery store we assisted in Melbourne, Australia australia, achieved a ROAS (Return on Ad Spend) of 4.8x from Shopping Ads for products such as ABC soy sauce, rendang seasoning, and prawn crackers — far higher than regular Search Ads for the same product categories.
Video Ads are shown on YouTube and Google's video partner sites. There are several main formats:
For Indonesians selling products that benefit from visual demos (food, beauty, fashion), YouTube Video Ads are a goldmine that remains largely untapped. Our client in the UAE — an Indonesian beauty entrepreneur in Abu Dhabi — gained 1,200 new subscribers and 47 direct sales in one month of YouTube Ads with a budget of just AED 800.
If your business has a mobile app, App Ads is a format specifically designed to drive downloads, registrations, or in-app engagement. These campaigns run automatically across Google Search, the Play Store, YouTube, and the Display Network simultaneously.
This format is relevant for Indonesian diaspora startups or tech businesses building apps for the Indonesian community abroad — such as money transfer apps, Indonesian product marketplaces, or diaspora community platforms.
Performance Max is Google's newest and most automated campaign format. With a single PMax campaign, your ads can appear across all Google channels: Search, Display, YouTube, Gmail, Maps, and Discover — all at once.
Google uses machine learning to optimize placement, bidding, and asset combinations in real time. You simply provide the assets (images, video, headlines, descriptions, logo) and define your conversion goal.
When is PMax the right choice?
Based on our experience, diaspora businesses that are just starting out should not jump straight to PMax. Start with Search Ads to validate keywords and the market, then scale up to PMax once enough conversion data has been collected. The Nuswa Lab Google Ads team helps clients through this process systematically, from Malaysia to South Korea.
After understanding all the types of Google Ads, the question is: which one is best suited for your business? The answer depends on three key factors:
Here is a quick guide based on our experience managing campaigns for diaspora clients across various countries:
If you need a campaign audit or strategy consultation, the Nuswa Lab team is available to help — from initial setup to full-scale optimization. Also visit other articles on the Nuswa Lab blog for the latest digital marketing insights relevant to diaspora businesses.
Search Ads target people who are actively searching (high intent) and appear in Google search results in text format. Display Ads reach people while they are browsing other sites in visual/banner format. Search Ads are better for direct conversions; Display Ads are more effective for brand awareness and remarketing.
There is no official minimum, but we recommend at least USD 300–500 per month for Search Ads so that Google's algorithm has enough data to learn. This budget is equivalent to approximately RM 1,400–2,300, AED 1,100–1,800, or SAR 1,125–1,875 depending on the country where your business operates.
It is not recommended for beginners. Performance Max requires historical conversion data for Google's machine learning to work effectively. New businesses should start with Search Ads for 2–3 months to gather data, then consider Performance Max as the next step.
Based on our experience, a combination of Local Search Ads (targeting location-based searches) and Google Business Profile Ads is the most effective for restaurants. Add remarketing Display Ads for customers who have previously visited the website. Our restaurant clients in Tokyo and Kuala Lumpur have proven this strategy works.
Yes, and it is highly recommended. A multi-format strategy (for example, Search + Display + YouTube) creates "ad omnipresence" — potential customers see your brand across multiple touchpoints. However, make sure the budget is sufficient and each campaign has a clear objective to avoid cannibalization.
Understanding the types of Google Ads is a crucial first step — but executing them correctly in a foreign market with a different language, culture, and consumer behavior is a unique challenge that requires specific expertise.
At Nuswa Lab, we are more than just a digital marketing agency. We are a growth partner that understands the unique context of Indonesian diaspora businesses — from local advertising regulations in each country, to the right language nuances to attract customers in Malaysia, UAE, Australia, Japan, the UK, and other destinations where Indonesians live and work.
Our services cover Google Ads, Meta Ads, SEO, and WhatsApp Marketing — all specifically designed to help Indonesian diaspora businesses grow sustainably in international markets. We have helped dozens of Indonesian entrepreneurs acquire new customers, increase revenue, and build strong brands in the countries where they operate.
Contact Nuswa Lab now for a free consultation and a complimentary Google Ads audit for your business. And don't forget, there are many more insightful articles on the Nuswa Lab blog — from SEO strategies for diaspora businesses to actionable Meta Ads guides. Because your business growth abroad starts with the right digital decisions today.
📚 Also read: Discover more articles on digital marketing, AI automation, and business strategies for the Indonesian diaspora at Nuswa Lab Blog.
Tim Nuswa Lab
Digital Marketing Agency
This article was written by Nuswa Lab's expert team, experienced in SEO, Google Ads, and digital marketing strategy for Indonesian businesses.
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