Display ads are banners or visuals that show on websites, apps, or YouTube through the Google Display Network. These ads can drive traffic, boost brand awareness, or promote sales. But not all display ads work well. The right design and setup matters!
This blog gives simple tips to help you make better display ads for your Google Ads campaigns.
Keep Your Message Clear
Your ad should send one clear message. Focus on a single goal. If you’re promoting a sale, say it clearly. Example: “30% Off Car Wash Today” works better than “Learn More About Our Services.”
People scan, not read. When I look at an ad, if it takes me longer than 30 seconds to understand/read, I am skipping it. So, use short phrases. Stick to what matters.
Use Strong Visuals
Display ads are visual. Use clean, high-quality images. Avoid clutter. If possible, use original photos. If you use stock photos, choose ones that look real.
Pick colors that match your brand. Contrast is key. Make your call-to-action button stand out.
Make Your CTA Stand Out
A call-to-action (CTA) tells people what to do next. Use strong words like “Shop Now,” “Book Today,” or “Claim Offer.” Place it in a button. Make sure it’s easy to see.
Avoid vague CTAs like “Click Here.” Be direct.
Match Ad Sizes to Placements
Google Display Ads come in many sizes. The best practice is to upload multiple sizes. This way, your ad shows across more sites.
Top-performing sizes include: (taken from Google Ad Manager Help)
- 300×250 (medium rectangle)
- 728×90 (leaderboard)
- 160×600 (wide skyscraper)
- 320×100 (mobile banner)
Responsive Display Ads also help. You upload your assets (text, image, logo, and CTA), and Google adjusts the layout to fit different placements.
Stay On-Brand
Make sure your ad matches your brand look and tone. Use your logo. Keep the color and font consistent with your website. People should recognize your business right away.
*Tip: Have your company name be your logo, or at least make is visible. The most well-known brands have their logo as just their company name, making is memorable and easy to recognize.*
Brand trust builds over time. A display ad is often a first impression.
Test Different Versions
Don’t just run one version of your ad. Create a few with small changes. This is called A/B testing. You can test:
- Headline text
- Image choice
- CTA button color
- Layout or background color
Let them run and see what performs best. Then focus your budget on the top version.
Use Targeted Audiences
Even the best ad won’t work if it’s shown to the wrong people. In Google Ads, choose audience targeting based on:
- Interests
- Age
- Location
- Website behavior
- In-market status (people ready to buy)
Custom Intent Audiences let you target based on search habits. Example: Target users who searched for “ceramic car wash near me.”
Avoid These Common Mistakes
- Don’t use too much text. Keep it simple.
- Don’t use blurry or stretched images.
- Don’t hide the CTA.
- Don’t forget mobile viewers. Check that your ad looks good on phones.
- Don’t link to an unrelated page.
Connect to a Relevant Landing Page
Every ad should send users to a page that matches the offer. If your ad says “Book a Detailing Package,” link to your booking page—not your homepage.
This improves your Quality Score and leads to better ad performance!
Example: Local Car Wash Display Google Ad
Imagine you’re running a promo for a local car wash. Your display ad might have:
- Headline: “Free Wax With Any Wash – This Week Only”
- Image: Clean car with water drops
- CTA Button: “Book Now” in a bright red box
- Link: Landing page with offer details and a booking form
Simple, direct, and focused.
Check performance often. In Google Ads, review your display campaigns weekly. Look at CTR, conversions, and placement reports. Pause low-performing ads and scale the best ones.
Thank you for reading and please feel free to leave a comment below! Want to know how AI is changing ad targeting? Read our post on 2025 Michigan AI and SEO Trending Concepts.
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