Struggling to choose the right Google ad format to sell your beauty products? Whether you're promoting lipsticks, foundations, or skincare essentials, the format you choose can make or break your campaign. Let’s break down the best-performing formats for cosmetics—and how to use them effectively.Why Ad Format Matters in the Beauty Industry
The beauty market is highly visual, fast-moving, and competitive. Choosing the right ad format helps you stand out in crowded spaces like Google Search and YouTube, while showcasing your product benefits with the right creative. More importantly, it helps you align with your ideal customer’s shopping journey—from discovery to conversion.
1. Google Shopping Ads: A Must for Beauty Products
Best for: Promoting specific items like lipsticks, foundations, concealers, etc.
Why it works:
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Visual format with product image, price, and reviews
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Appears on top of search results
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Drives high-intent clicks directly to product pages
Tips:
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Use clear product titles (e.g., “Matte Long-Lasting Lipstick – Rose Nude”)
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Ensure your product feed is well-optimized with rich attributes
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Add ratings and promotions to increase CTR
Example search: "Buy waterproof foundation" — Shopping ads dominate the results.
2. Search Text Ads: Capture High-Intent Beauty Buyers
Best for: Targeting customers who are actively searching for a product or brand.
Why it works:
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Lets you target keywords like “best red lipstick” or “long-wear foundation”
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Highly customizable headlines and descriptions
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Supports ad extensions like site links, reviews, and discounts
Tips:
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Use beauty-specific keywords (e.g., “vegan lipstick,” “full-coverage foundation”)
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Highlight USPs: cruelty-free, long-lasting, dermatologist-tested
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Include a strong CTA like “Shop Now” or “See Shades”
3. Display Ads: Build Brand Awareness with Visuals
Best for: Introducing new products or building recognition for your brand.
Why it works:
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Supports high-quality visuals perfect for makeup products
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Shows across blogs, news sites, YouTube, and Gmail
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Excellent for retargeting users who visited but didn’t convert
Tips:
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Use lifestyle images or product swatches
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Include your logo and consistent branding
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Add motion or GIF-style creatives to boost engagement
Pro Tip: Use custom segments to target beauty-interested audiences (e.g., users browsing makeup tutorials or fashion blogs).
4. Video Ads (YouTube): Great for Demonstrations & Tutorials
Best for: Telling a story, showcasing how-tos, or launching new products.
Why it works:
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The beauty community is huge on YouTube
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Engaging format for makeup tutorials and transformations
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Can be skippable, non-skippable, or bumper ads (6 seconds)
Tips:
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Feature influencers using your product
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Include before/after results for products like foundation or concealer
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Always end with a clear CTA (“Shop Now,” “Explore Full Range”)
Target Audience Insight: Run In-Stream ads on makeup-related channels to get right in front of beauty lovers.
5. Performance Max Campaigns: Full-Funnel Coverage
Best for: Brands looking to automate targeting and reach across all Google properties.
Why it works:
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Access to Search, Display, YouTube, Gmail, and Discover all in one campaign
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Google’s AI uses your assets to match users with the right message at the right time
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Great for scaling while maintaining ROAS
Tips:
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Provide high-quality image, video, headline, and description assets
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Feed in your best-selling SKUs
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Monitor performance and adjust asset groups regularly
Bonus Tips for Beauty Advertisers
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Local Inventory Ads: If you sell through retail partners or stores, these help users nearby find and buy.
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Use seasonality to your advantage: Run special ads for Valentine's Day, Summer Glow kits, or Holiday glam looks.
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Incorporate urgency: “Limited shades left” or “Selling fast” works well in beauty.
Final Thoughts
Choosing the right ad format is as important as choosing the right shade of lipstick. Whether you’re targeting skincare lovers, lipstick junkies, or foundation loyalists, you need a format that tells your brand story and drives conversions.
Start by identifying your top products, your target audience, and where they hang out online. Then test different ad formats and optimize based on what performs best. In the beauty world, presentation is everything—so make your ads shine.
If you’d like help setting up a high-performing Google Ads strategy for your beauty brand, feel free to get in touch with our digital marketing team. We’ve worked with leading skincare and makeup brands to drive real ROI.
Let your beauty products do the talking—Google Ads will do the rest.