Depending on the business objectives, one type of campaign or another will be chosen. At the ad level, we must analyse what need we are going to cover for our future client, and defend it well with the copies and creatives. This is the essence of good campaign performance, although we must also pay close attention to the scoring of the campaign: Google has formulas to assign a level of quality to our campaigns and ads, and this has a direct impact on their performance. So you should analyse all the recommendations that Google Ads makes, and apply all those that are technically feasible and economically interesting. We should not accept Google's suggestions out of hand, as in some cases they can be counterproductive in terms of performance and economically unsustainable.