Let’s be honest: digital advertising can feel like a black hole for your budget if you aren’t precise. At Studio Eleven54, we see it differently. For us, Google Ads isn’t about “buying clicks” – it’s about buying profitable outcomes.
If you’re a business owner or a marketing lead, you don’t need a list of every obscure feature Google offers. You need to know which Google Ads formats will actually move the needle or your specific goals.
1. Google Search Ads: The “Intent” Engine
You know these well. They are the text results that appear when you’re looking for a specific solution.
If you want to reach someone the exact second they are looking for an “emergency plumber in Berlin” or a “SaaS project management tool”, this is your tool. It is the most direct way to capture high-intent traffic.
- The Strategy: Focus on “bottom-of-funnel” keywords where the user is ready to buy.
- The Numbers: In 2026, the average Cost Per Click (CPC) in Europe sits around €4.25. While some high-competition niches see clicks at €8.00+, the return is often worth it because the user is actively seeking a solution.
2. Google Shopping Ads: Your Digital Shop Window
If you sell physical products, this is one of the essential Google Ads formats. These ads show your product image, the price in Euros, & your brand name before the user even clicks.
- Why It Works: You aren’t paying for “window shoppers”. By the time someone clicks, they’ve already seen the price. They are primed to purchase.
- The Benchmark: Shopping Ads typically boast a lower CPC than Search – averaging €0.65 – while maintaining a healthy 2.1% conversion rate across the retail sector.
3. display Ads: Staying Top-Of-Mind
Display Ads are the visual banners you see while browsing news sites or blogs. Unlike Search, these are interruption-based marketing.
- Your Secret Weapon: have you ever visited a site, left, & then seen their ads everywhere? That’s remarketing. For business owners, this is the most cost-effective way to bring back the 97% of users who don’t buy on their first visit.
- The Reality: The Click-Through Rate (CTR) is lower here (often around 0.55%), but the reach is massive & the cost is significantly lower than Search.
4. performance Max (PMax): The AI Powerhouse
Performance Max is Google’s most advanced offering. It uses machine learning to find your customers across Search, YouTube, Gmail, & Maps – all from one campaign.
- The Pro View: It’s incredibly powerful for scaling, but it requires a hands-on approach. You cannot simply let the AI run wild; you need to feed it high-quality creative assets.
- The Case Study: European e-commerce brands moving to a “PMax first” strategy have seen an average 13.5% increase in total conversions while maintaining a stable Return on Ad Spend (ROAS).
European Benchmarks: How Do You Compare?
To help you audit your current performance, here is what a healthy account looks like in the current European market:
| Ad Format | Avg. CTR | Avg. CPC |
| Search Ads | 6.4% | ~€4.25 |
| Shopping Ads | 0.9% | ~€0.65 |
| Display Ads | 0.55% | ~€0.40 |
Note: These are averages. Your specific industry- whether it’s B2B Tech or luxury Retail – will have its own unique “sweet spot”.
FAQ: Questions Every Owner Should Ask
Which Google Ads Formats Should I Start With?
If you need leads now, start with Search. If you have a visual product & want to grow your brand, start with Shopping or Video.
Is Google Ads Worth It In 2026?
Yes, but only if you have a conversion-optimised website. Sending paid traffic to a broken page is the fastest way to lose money.
Google Ads VS. SEO: Which Is Better?
Think of Google Ads as a sprint & SEO as a marathon. You need Ads for immediate cash flow & SEO for long-term brand equity. They work best when they work together.
The Eleven54 Takeaway
We don’t believe in “standard” packages. Your business is unique, & your strategy should be too. Whether you’re looking to dominate a local market or expand across the Eurozone, we focus on the metrics that actually matter: your profit.Ready to see which of these formats is your biggest growth lever? Let’s talk strategy.