What Is Search Campaign?
Also written as Google Search ads, search ads, text ads.
Definition
A Search campaign is a Google Ads campaign that shows text ads on search results when someone types a search that matches your keywords. For an ecommerce store, it often catches people typing the shop's name or a product they already want. You choose keywords and write the ads, and Google runs an auction for each search.
Written by Christopher Krassnig, Founder & CEO of ZenoX Media. Written by the ZenoX team from the accounts we run. Definitions are general; the numbers in examples are maths, not client results.
Search Campaign, Explained
Search is the classic Google ad. You choose keywords, write a text ad and set a landing page. Someone searches, Google checks which ads match and runs an auction. If your ad wins a place, it shows on the results page. Google describes the format simply: "text ads on search results" (checked 5 November 2026).
The campaign holds budget, location and network settings. Ad groups hold themes. Keywords say which searches you want. A responsive search ad gives Google headlines and descriptions to mix.
The big difference from Shopping is that you write everything. Shopping builds ads from your feed. Search needs your keywords and your words. A candle store might run keywords like [soy candles] and "gift candles", with copy about scent and burn time.
We find Shopping does the heavy selling for most stores, because shoppers can see the product and the price first. Search does its best ecom work on the brand name. Those clicks are usually cheap, and it gets harder for rivals to sit on your name.
Check two settings before launch. Keep your network to Google Search, so the budget does not drift to partners or Display. And use negative keywords from day one. Broad keywords with no negatives can burn a budget fast.
How We Use It at ZenoX
Our core Search campaign is brand Search, starting with one exact match keyword: the store's name. Copy comes from the shop's own website. Search and Shopping must serve on Google Search only, not partners or Display, and our daily QA flags any campaign that drifts. Product Search comes after that.
Questions People Ask About Search Campaign
What Is the Difference Between a Search Campaign and a Shopping Campaign?
A Search campaign shows text ads and runs on keywords and copy you write. A Shopping campaign shows product ads with an image and price, built from your Merchant Center feed. Ecom stores tend to use Shopping for product sales and Search to protect their brand name.
Does an Ecommerce Store Need a Search Campaign?
We think so, at least for your brand name. Those clicks are usually cheap, and rivals have a harder time taking people who want you. Brand results also get their own line, so you can see what they cost. Add product Search once your core runs well.
Related terms
- Brand Search CampaignA brand search campaign is a Search campaign that only bids on your shop's own name and close spellings.
- Ad GroupAn ad group is a container inside a Google Ads campaign that holds one or more ads with similar targets.
- Responsive Search AdA responsive search ad is the text ad format for Google Search.
- Negative KeywordA negative keyword is a word or phrase you tell Google never to match your ad against.
Go deeper
On the call, we look at your account live. If we can grow it, we will show you how. If we cannot, we will tell you that too, and point you at someone who can.
We work with brands serious about scale. If that is you, let's talk.
