Digital advertising has transformed into a cornerstone of growth for businesses of all sizes. Yet, as competition increases and costs rise, many business owners and marketers wonder which types of online ads are still worth the investment. The answer lies in focusing on ad formats and channels that consistently deliver ROAS (Return on Ad Spend).

In this article, we’ll explore five types of online ads that continue to generate strong returns when executed strategically. We’ll break down how each ad type works, why it delivers results, and how small businesses, startups, and established brands can maximize its effectiveness.

Why ROAS Matters in Online Advertising

Before diving into the ad formats, let’s understand why ROAS is the metric that matters most.

ROAS measures how much revenue you generate for every dollar spent on advertising. For example:

• Spend $1,000 on ads → Generate $5,000 in revenue
• Your ROAS = 5:1 (or 500%)

A healthy ROAS ensures that your advertising campaigns are not just driving traffic but delivering measurable business growth.

With that foundation, let’s look at the five ad types that consistently deliver strong ROAS.

1. Search Ads (Pay-Per-Click Advertising)

Search ads, most commonly run on Google Ads or Bing Ads, remain one of the most effective forms of online advertising.

Why Search Ads Deliver ROAS

• High intent: People searching for a product or service are already in buying mode.
• Targeting precision: You can bid on specific keywords relevant to your business.
• Measurable results: Easy to track conversions and optimize campaigns.

Example

A local plumbing business running Google search ads for keywords like “emergency plumber near me” is targeting users at the exact moment they need service. That immediate relevance leads to higher conversion rates.

Tips for Maximizing ROAS

• Use long-tail keywords to reduce competition and cost.
• Create ad groups with tailored ad copy for each keyword cluster.
• Continuously optimize landing pages to match search intent.

Search ads are a reliable and scalable way to generate quality leads and revenue.

2. Social Media Ads

With billions of users worldwide, platforms like Facebook, Instagram, LinkedIn, and TikTok offer massive reach and sophisticated targeting capabilities.

Why Social Ads Deliver ROAS

• Audience segmentation: Target based on demographics, interests, and behaviors.
• Visual storytelling: Images, videos, and carousel ads capture attention.
• Variety of formats: From lead generation forms to direct sales ads.

Example

An online fashion boutique running Instagram carousel ads showcasing new arrivals can engage users with visuals and encourage immediate purchases with “Shop Now” buttons.

Tips for Maximizing ROAS

• Leverage lookalike audiences to target people similar to your best customers.
• Use short-form video ads for higher engagement.
• Retarget users who previously interacted with your content but didn’t convert.

Social media ads shine for businesses aiming to build awareness, drive sales, and nurture customer loyalty.

3. Display Ads (Programmatic & Retargeting)

Display ads include banners, sidebars, and visual ad placements across websites and apps. While often dismissed as “background noise,” they remain powerful when used strategically, especially for retargeting campaigns.

Why Display Ads Deliver ROAS

• Massive reach: Appear across millions of websites via Google Display Network or programmatic platforms.
• Retargeting power: Bring back visitors who abandoned a cart or browsed your website.
• Brand reinforcement: Keep your business top-of-mind.

Example

A travel company retargeting users who searched for flights but didn’t book can display tailored offers like “Save 20% on flights to Paris this week!”

Tips for Maximizing ROAS

• Use dynamic retargeting to show ads with products or services users viewed.
• Limit ad frequency to avoid fatigue.
• Pair retargeting with promotional offers to encourage conversions.

When implemented correctly, display ads—especially retargeting—deliver some of the highest ROAS in digital advertising.

4. Video Ads

Video continues to dominate digital consumption, making video ads a high-ROI format across platforms like YouTube, Facebook, Instagram Reels, and TikTok.

Why Video Ads Deliver ROAS

• High engagement: Video captures attention better than static images.
• Storytelling power: Build emotional connections that influence buying decisions.
• Versatility: Works for awareness, lead generation, and conversions.

Example

A fitness coach running YouTube ads showing a free workout tip followed by an invitation to sign up for their online training program can drive both trust and sales.

Tips for Maximizing ROAS

• Keep ads short and hook viewers within the first 5 seconds.
• Use closed captions since many viewers watch without sound.
• Include a strong call-to-action (CTA) at the end.

Video ads consistently outperform static ads when optimized for engagement and conversions.

5. Native Ads

Native ads blend seamlessly into the platform’s content, making them less intrusive while still highly effective. They often appear on news sites, blogs, or social media feeds.

Why Native Ads Deliver ROAS

• Non-disruptive: They match the platform’s look and feel, leading to higher click-through rates.
• Educational: Often tied to valuable content marketing pieces.
• Trust-building: Provide value while subtly promoting a product or service.

Example

A SaaS company sponsoring a blog post on a popular business website about “Top Tools for Remote Teams”—with their software included in the list—generates awareness and leads without being pushy.

Tips for Maximizing ROAS

• Focus on value-driven content that solves audience problems.
• Ensure transparency with clear “Sponsored” labeling to build trust.
• Track engagement metrics like time on page and conversions.

Native ads are a perfect choice for businesses that want to combine content marketing with paid reach.

How to Choose the Right Ad Format for Your Business

Not every ad type will suit every business. Consider these factors when selecting your mix:

• Budget: Search and retargeting ads often have higher upfront ROI, while video ads may require more production costs.
• Business Model: E-commerce brands thrive on retargeting, while service businesses may rely more on search ads.
• Customer Journey: Use video and native ads for awareness, search ads for intent, and retargeting for conversions.

A balanced strategy combining multiple ad formats usually delivers the best ROAS.

Final Thoughts

Online advertising continues to evolve, but certain ad types consistently prove their worth. Search ads, social media ads, display ads, video ads, and native ads are all effective in different contexts, and when combined, they create a powerful funnel that drives awareness, leads, and conversions.

Small businesses and growing brands should focus on data-driven campaigns, continuous optimization, and creative execution to maximize ROAS.

And if you’re looking for expert help in planning, designing, and running campaigns that deliver measurable growth, consider working with AAMAX. AAMAX is a full-service digital marketing company that specializes in Web Development, Digital Marketing, and SEO Services—helping businesses like yours not only launch online ads but also scale profitably.