Advertising Plans by Industry
Each industry buys differently. Here’s how common goals map to channels, with an example plan for each.
Retail & ecommerce
Objective: Drive online sales and ROAS from catalog-scale campaigns.
A retailer connects its product feed to Shopping, adds Content-to-Commerce for gift guides, and uses Remarketing to bring back cart abandoners.
Suitable channels
Shopping & Product FeedsTurn your product feed into listings, carousels and comparison placements. Content-to-CommerceConnect editorial product discovery to shoppable products and merchant pages. Search AdvertisingReach high-intent searches beyond the search engines you already buy. RemarketingBring interested visitors back across web, mobile, social and email. Social AdvertisingInfluential: creator campaigns, intent-based social audiences and product links you can track.Travel & hospitality
Objective: Be part of trip planning from the first question to the booking.
A hotel group appears in AI trip-planning conversations, follows up with native stories and reaches newsletter readers before long weekends.
Suitable channels
AI Search & DiscoverySponsored answers and product recommendations in AI assistants, browser start pages and shopping apps. Search AdvertisingReach high-intent searches beyond the search engines you already buy. Native AdvertisingSponsored feed placements and recommendations that fit the experience. Email AdvertisingNewsletter sponsorships and campaigns to opted-in audiences. OTT & Connected TVStreaming inventory on the TV screen and streaming apps.Financial services
Objective: Acquire qualified applicants with brand-suitable reach.
A card issuer captures comparison searches, adds contextual placements on personal-finance content and post-transaction offers after travel bookings.
Suitable channels
Search AdvertisingReach high-intent searches beyond the search engines you already buy. Contextual AdvertisingAds matched to the meaning of the page, with no personal data required. Post-Transaction AdvertisingOffers on order-confirmation and thank-you pages, right after a purchase. Email AdvertisingNewsletter sponsorships and campaigns to opted-in audiences. Native AdvertisingSponsored feed placements and recommendations that fit the experience.Home & local services
Objective: Generate leads from people planning projects nearby.
A home-services brand pairs search with geo-targeted mobile and contextual ads on renovation content.
Suitable channels
Search AdvertisingReach high-intent searches beyond the search engines you already buy. Mobile AdvertisingMobile web and in-app native, banner, interstitial, rich media and video. Contextual AdvertisingAds matched to the meaning of the page, with no personal data required. Display AdvertisingVisual banners and rich media across quality publisher environments. RemarketingBring interested visitors back across web, mobile, social and email.Automotive
Objective: Build consideration and drive dealer and test-drive leads.
An auto brand launches a model on CTV and online video, then captures the resulting search demand.
Suitable channels
OTT & Connected TVStreaming inventory on the TV screen and streaming apps. Online Video AdvertisingInstream, outstream, in-content and shoppable video. Search AdvertisingReach high-intent searches beyond the search engines you already buy. Display AdvertisingVisual banners and rich media across quality publisher environments. RemarketingBring interested visitors back across web, mobile, social and email.Consumer brands & CPG
Objective: Build awareness and trial with creator and video reach.
A beauty brand runs Influential creator content with tracked product links and supports it with online video.
Suitable channels
Social AdvertisingInfluential: creator campaigns, intent-based social audiences and product links you can track. Online Video AdvertisingInstream, outstream, in-content and shoppable video. Native AdvertisingSponsored feed placements and recommendations that fit the experience. Content-to-CommerceConnect editorial product discovery to shoppable products and merchant pages. Mobile AdvertisingMobile web and in-app native, banner, interstitial, rich media and video.Agencies
Objective: Add measurable channels to client plans.
An agency adds search and AI discovery beyond the major platforms to existing client plans, with consolidated reporting.
Suitable channels
Search AdvertisingReach high-intent searches beyond the search engines you already buy. AI Search & DiscoverySponsored answers and product recommendations in AI assistants, browser start pages and shopping apps. Social AdvertisingInfluential: creator campaigns, intent-based social audiences and product links you can track. Shopping & Product FeedsTurn your product feed into listings, carousels and comparison placements. OTT & Connected TVStreaming inventory on the TV screen and streaming apps.